Home Publishers Time Inc. Opens Arms To Digital, Programmatic And Native As Overall Revenues Decline 9% To $680 Million

Time Inc. Opens Arms To Digital, Programmatic And Native As Overall Revenues Decline 9% To $680 Million

SHARE:

Time Inc earningsDigital advertising revenue at Time Inc. rose 20% to $73 million in the first quarter. But overall advertising revenue declined 9% to $353 million, and total revenue declined 9% to $680 million.

Those declines were still slightly better than Wall Street’s expectations. “We’re in a turnaround, and turnarounds are bumpy,” said CEO and Chairman Joe Ripp.

Time Inc. hopes to grow by embracing the idea of audience buying via its “one Time Inc.” sales model, which allows advertisers to access Time Inc.’s scale across properties and platforms – including print advertising.

“We’re making meaningful progress on programmatic, including print programmatic,” Ripp said, though he didn’t give numbers.

Ripp said audience buying layers over traditional title-specific ad buys, providing advertisers with scale, quality content and quality audiences.

Time Inc.’s unique users grew 30% year over year. It had 106.8 million unique digital users a month, and three times that across print and digital. It experienced a 78% jump in video views.

The publisher is also beefing up its data offerings to support its audience selling initiatives, including behavioral targeting and making some of its first-party data available. It also plans to enhance its CRM data, though Time Inc. didn’t get into specifics.

It hired J.T. Kostman as SVP and chief data officer. Kostman’s cred includes helping Obama’s 2012 presidential campaign and corporations like Keurig. He will help make Time Inc. more data-driven across all lines of businesses, including advertising.

With his hire, “it will be arming us with the data assets and the attribution models that are so prevalent in the space today,” Ripp said. “We’re going to know a lot more about the audiences and allow advertisers to target those audiences in more effective ways.”

As Time Inc. experiments with paid content and paywalls later this year, some of the tests will encourage registration, to “convert anonymous, ad-supported users to registered users or subscribers,” Ripp said. Time Inc. will focus on using this subscriber set both for advertising and to deliver custom experiences to users.

Time Inc. is also responding to advertisers’ requests “for big cross-platform ideas,” Ripp said, one area where Time Inc.’s content studio can use its expertise in reaching users for brands and agencies.

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

It will launch a native programmatic solution later this year, though Time Inc. did not specify what kind of native advertising would go programmatic.

Referring to Time Inc.’s long-term opportunities for growth (yes, the publisher thinks it’s in a growth business), Ripp offered a sly dig at BuzzFeed and its ilk. “Traffic seems to be the new currency,” he said. “I don’t have the luxury of saying I’m worth a billion dollars even though I have no results.”

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.