Time Inc. acquires websites aimed at women

Time Inc. has acquired two websites focused on women operated by Say Media Inc. and magazine editor Jane Pratt, according to people familiar with the situation.

Terms of the deal weren’t available.

Photo: Say Media Inc. 

Time Inc. sees the purchase as an opportunity to increase its reach to younger women while helping to deliver larger audiences to advertisers in the beauty and style categories, one of the people said. Ms. Pratt and her editorial team are expected to join Time Inc. and move to the magazine publisher’s new headquarters in lower Manhattan later this year.

One of the two acquired properties, xoVain.com is a beauty site where readers can go to learn “you’re not the only one with curly eyebrows, uneven lips, or weird toenails, and to learn how to deal with them,” according to the site.

The second site, xoJane.com, describes itself as a woman’s site that isn’t snarky but focuses instead on being “inclusive and encouraging.” Current stories posted online include “People are jealous that I’m married to a chef—but it’s less glamorous than you think,” and “It happened to me: My ex-husband used religion as an excuse to abuse me.” Ms. Pratt edits both websites.

XoJane.com attracted 2.5m unique visitors in September, up 104 per cent over two years, according to measurement firm comScore Inc.,while xoVain.com attracted 958,000 unique visitors in September, up from 163,000 unique visitors in October 2014.

Source: wsj.com

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