Time Inc. plans to produce 10,000 videos in 2015
The pitch
Time Inc. has long positioned itself as having access to celebrities and newsmakers through its storied brands like Time, People and Sports Illustrated, and it used its NewFronts presentation Thursday to promote how it’s bringing that access to its digital video offerings. The publisher introduced 11 new shows including “A Year in Space,” a documentary on astronaut Scott Kelly’s mission aboard the International Space Station; “Popography,” a series featuring in-depth artist and celebrity interviews with People and Entertainment Weekly editorial director Jess Cagle; and “40/40 Live,” a talk show set in Jay Z’s luxury sports bar.
Time Inc., which spun off as a public company from Time Warner in 2014, also used the platform to trumpet its growth in video over the past year, albeit from a small base, as it seeks to take advantage of the growth in video ad dollars as its core print business shrinks. The company pushed its quality message, but in a BuzzFeed era, it wasn’t above talking about scale. Time Inc. said it delivered one million video streams last year, with its shows picking up prestigious Emmy and Edward R. Murrow awards. Unique viewership is up 78 percent year over year, with average streams per viewer up 233 percent and viewers spending an average of 27 minutes a month watching Time Inc. content, said J.R. McCabe, the company’s svp of video.
More like this
Download FIPP Insight special report: global video trends
The three tiers of online video
Burda exec talks video strategy and what it takes to make good video
