In developing the vertical strategy, we decided to pinpoint areas of reader and advertiser interest, blow them out as mini-publications in their own right,” Frederick said. “The idea was to get writers who can speak to Tech enthusiasts for Techland or personal finance fans at Moneyland, and forge new readerships, while still embracing our core audience and feeling familiar to our Time loyalists, too.
Time Magazine revenue has jumped 12 percent this year, with an increased focus on creating niche content. The weekly magazine’s partnership with blue chip advertisers such Goldman Sachs and Starbucks certainly doesn’t hurt. However, all the sponsorship would be for naught if the content strategy were not bringing in—and keeping—new online readers.