Time Targets Millennials With Motto

Convershaken Staff
February 3, 2016

As sales of print newspapers and magazines plummet, publishers are scrambling to drive up digital earnings. The latest salvo from Time Inc. - owner of TIME and People magazines - is Motto, a new website targeting young women. 

In a 'Welcome' post, TIME editor Nancy Gibbs says Motto aims to tap into robust demand from millennials for advice on how to live a "richer, smarter, more meaningful life".

The site hosts content from celebrities and politicians as well as original stories, videos and other multimedia from TIME reporters. The first round of contributors includes President Barack Obama, who penned an article called “The World I Want My Daughters to Grow Up In”. Other authors include fashion designer Michael Kors, Girls star Lena Dunham and fitness guru Tracy Anderson.

Time Inc grew its digital sales by 22 per cent in the three months to 30 September. But that couldn't offset a 12 per cent slide in print and other advertising revenue. The roll out of Motto follows the group's purchase of HelloGiggles.com - a pop culture, beauty and lifestyle website founded by New Girl star Zooey Deschanel - in October 2015.

Read more on Motto.