Time Inc. Campaign Will Tout Shift From Paper as Spin-Off Anniversary Arrives

Twenty-One Time Inc. Brands Now Produce Digital Video

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Time Inc. separated from Time Warner last June.
Time Inc. separated from Time Warner last June.
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Time Inc., the nation's largest magazine publisher, is rolling out an advertising campaign to show that it does more than just print magazines.

A goal of the campaign, which carries the tagline "Open the Experience," is to "illustrate the extraordinary transformation taking place at Time Inc.," according to Time Inc. CEO Joe Ripp.

The campaign also aims to show that Time Inc. connects brands with audiences on multiple platforms, the company said.

Gyro New York, Time Inc.'s agency of record since late 2014, created the campaign, which rolls out in June in ad publications and outdoor ads in major cities. The timing coincides with the one-year anniversary of Time Inc. separating from Time Warner and becoming an independent public company.

Time Inc. titles include People, Time, Sports Illustrated, Fortune and InStyle.

"We are moving away from being a legacy publishing company and shifting towards a cross-platform media network," Mr. Ripp said in a statement.

That's true. Time Inc.'s digital audience surpassed its print readers last year. Twenty-one Time Inc. brands now produce digital video --- which was on display at the company's NewFront presentation this week --- including four live-streaming shows. Time Inc. franchises are also moving into TV. Sports Illustrated helped produce a TV special around its swimsuit issue for Travel Channel. And last year, People magazine hosted its first award show, which aired on NBC.

But the company's revenue hasn't caught up with its ambitions. Digital advertising is on the rise, unlike print. In 2014, print ad revenue declined 3% while digital climbed 6%. Time Inc. still generated $1.5 billion from selling print ads, however, compared with nearly $300 million from digital.

Time Inc. reports its first-quarter 2015 earnings next week.