Time Inc. launches Well Done, a new social brand directed at the millions of food lovers who consume and share videos about the latest food trends, news, how-to's and recipes via the social ecosystem.
Well Done leverages the full scope and reach of Time Inc.’s 48 million social followers in the food space, the newly formed Time Inc. Digital Food Desk and the company's test kitchens and video studios in Birmingham, Alabama.
The new brand offers a daily, video-only slate of new recipes, food explainers, hacks and food news geared to a social and mobile audience. Well Done launches from the MyRecipes Facebook page, whose audience has doubled since 2016, and it will also debut on Instagram, Snapchat, Twitter and Pinterest channels. Time Inc.’s food portfolio—Cooking Light, Food & Wine, Real Simple, Health, People Food, Southern Living and Extra Crispy—also are distributing Well Done video across all content channels.
The initiative builds on the company's success in the food video space, with more than 120 million monthly video views. Well Done also leverages Time Inc.’s expertise in data and personalisation, delivering targeted content directly to the consumer.
"Well Done is a first-of-its-kind food brand for Time Inc., developed to live on our social channels. The team is producing short, dynamic videos with the latest tips and trends we know our audience craves. We see Well Done benefiting from our deep relationships and expertise in the food category, as well as the extraordinary video and social reach of the Time Inc. network," said Alan Murray, Time Inc. chief content officer.
Well Done is led editorially by Stacey Rivera, director of Time Inc.’s digital food desk and digital content director of Cooking Light and MyRecipes, and Michael Grady, supervising producer for Time Inc.’s Birmingham food studios.
“Time Inc. brands cover all corners of food—recipes, restaurants, celebrity and health,” said Rivera. “We are uniquely positioned to give our audience a trusted and fun food brand and to provide advertisers with new native opportunities, including custom videos and social programs.”
Time Inc. is a member of FIPP.
More like this
Condé Nast today announced the forthcoming launch of Wired in South Korea with Yoon-Kyoung Kim appointed Editor-in-Chief. The sixth edition of the title launches digitally at the end of 2019 in partnership with Korean company Eclat Media Group.26th Sep 2019 Launches
Last month, Des Moines-based Meredith announced a collaboration with The New York Times, on a series of special interest magazines, the first of which hit newsstands July 26.5th Aug 2019 Launches
Meredith Corp's Special Interest Media Group and The New York Times Company are introducing a series of Times-branded special edition publications that will be available at Meredith's Magazine Store, Amazon and on retail newsstands nationwide beginning July 26.18th Jul 2019 Launches
Earlier in May, Instagram launched a series of digital-only Insta-zines that aimed to help students around exam season, with mental health support and advice. The magazine, called #GramFam, was created with The Mix, a crisis service for youth, and CALM, charity Campaign Against Living Miserably. Previous editions went live in September 2018, in time for the first few weeks of university.28th May 2019 Launches
While magazine media has shifted to focus on reader revenue streams over the last 18 months or so, the landscape is still fraught with questions and uncertainties. No surprise then that subscriptions have been top of mind for media this year; the subject has been discussed at INMA's Subscription Summit, and snapshotted by FIPP's Global Digital Subscription Snapshot.14th Oct 2019 Features
The last few years have witnessed a renaissance in media focused startups. Powered by initiatives like Artificial Intelligence and blockchain, the new breed of companies have sought to answer some of the key issues that have dogged media and publishing companies for the past decade. How can they scale the amount of content they produce? How can they increase the number of people paying for it? And how best to harness social media to target new consumers and turn them into regular followers - and maybe even paying customers? Here, then, are ten new-ish companies that have all made great strides in their attempt to simplify the world of media.14th Oct 2019 Features
Thomas Deléchat is Deputy Head of the Digital Factory of Ringier Axel Springer. Here we catch up with him a year after being awarded a Highly Commended FIPP Rising Star. Keep on reading to find out what he's been up to, his recently acquired skills and why he thinks that video and article views are an overrated term in the media industry.17th Oct 2019 Rising Stars
After surpassing advertising earnings nearly 15 years ago, subscriptions remain the top source of revenue for the television industry in the UK, according to Ofcom estimates. Growth in this arena remains strong and consistent, though online profit is accelerating at a breakneck pace.14th Oct 2019 Insight News
In the fast-changing publishing world, every business is looking to innovate. But getting it wrong can cost money and leave you trailing behind the competition. In advance of a major session on innovation at the forthcoming FIPP World Media Congress, a selection of experts, including speakers Martha Stone Williams and Robin Govik, offer tips for harnessing innovation in your business.16th Oct 2019 Features
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
What’s happening now, what’s coming next