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.
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.”