....She came at a tumultuous time for the magazine industry and the company. Her predecessor had been fired after less than six months on the job, leaving the publisher of Time, People, InStyle and Sports Illustrated without a chief for nearly a year. In the three months that ended March 31, adjusted operating income at Time Inc. fell 38 percent to $39 million, driven mostly by a 5 percent, or $19 million, drop in advertising revenue. Overall revenue at the publishing company has declined roughly 30 percent in the last five years.
...
Ms. Lang talks about Time Inc. not as a magazine publisher, but as a
branded news and entertainment company. She believes she can sell
digital products to advertisers tailored to a level of specificity not
previously available. Marketers hoping to reach new mothers, for
instance, can incorporate messaging into an issue of People magazine
(and its various app and online editions) with Jessica Simpson’s baby
photos or Sandra Bullock’s announcement that she has adopted a child.
That’s not an entirely new goal, but Ms. Lang may be particularly suited
to impose the strategy. As the Digitas chief she turned a traditional
direct-mail service into a business that built and placed digital ad
campaigns customized for Web sites and social networking sites like
Twitter and Facebook. She also helped start the “newfronts” that take
place around the time of the TV network’s upfronts, where advertisers
see the coming slate of TV shows, and connect advertisers to online
companies like YouTube and Hulu.
“We’ll be building lots of new products for advertisers” that use a similar approach, Ms. Lang said.
By Time Inc.’s estimates, its print and online magazines reach 130
million unduplicated consumers a month and the publisher has 65 million
households in its database..
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