Now Time Inc. is about to put that belief to the test. Its deal this week to use a platform -- created and customized by Quigo -- to sell text ads is a shift in strategy. The platform will, among other things, allow advertisers for the first time to direct their keyword, search and other text teases toward Time Inc. brands by name. Under the company's previous, more limited partnership with Yahoo, advertisers set parameters for reach and rates but could not tell the company which sites they wanted to use.
Control of web properties
"The key difference is that we're not participating in this larger blind network, which is often how many of these networks work," said Vivek Shah, president of digital publishing at Time Inc.'s business and finance network.
The company expects its expanded pay-per-click ad offering to generate more than $100 million in revenue in the first three years of the Quigo partnership. Mr. Shah declined to disclose how much Yahoo's smaller pay-per-click work was bringing Time Inc.
The Quigo platform Time Inc. will put in place during the coming weeks also represents the company's continuing drive to take control of its own web properties, which were handled by AOL for many years. Other Quigo clients include ESPN, Forbes, Fox News and many local and regional newspaper and TV sites.