NEW YORK, United States — International publisher Time Inc. has launched a new multimedia brand targeting the health and wellness industry with a view to boost advertising.
Time Health will expand on the company’s editorial expertise and breadth in health and wellness content, creating a cohesive and comprehensive experience that covers everything from health information and condition-specific food recipes to healthy lifestyle management strategies.
Drawing on the full portfolio of Time Inc.’s brands, including Time, Health, Fortune, Cooking Light, Real Simple, My Recipes, Southern Living and People, the new platform has the potential to reach a vast and targeted audience that seeks health information with intent and purpose.
“Time Inc. is a trusted voice of the human story, and there is no human experience more personal than your health and the health of those you care about,” explained Alan Murray, Time Inc. Chief Content Officer.
“Time Health will allow us to leverage the full scale of Time Inc. to provide authoritative coverage of this critical area to all our audiences. We are delighted to have the American Heart Association as an advertiser for this initiative,” he added.
Introducing products and partnerships that are expected to allow patients, caregivers and health-minded consumers to expand their health knowledge, Time Health will utilise cutting-edge video content, including virtual reality and personalised user experiences. The platform will also introduce point-of-care magazines to boost the company’s presence throughout new markets, as it builds partnerships with healthcare leaders.
As a leading content company that already engages over 150 million consumers every month, Time Inc.’s new venture is a way of: “Driving organic audiences and large reach and … finding a very beautiful way to seamlessly thread that together under an umbrella brand that audiences will trust,” Time Inc.’s vice president “Kurt Fulepp, told USA Today.
As part of a series of new projects aimed at facilitating new revenue streams through advertising, Time Health will allow the publisher to access new advertisers and start to partner with hospital and insurance partners, as well as their brand sites, explained Time Health’s recently appointed vice president Colan McGeehan.
With over 900 million patients in the US alone visiting doctors surgeries annually, the relatively untapped market is one worth exploring for Time Inc. as health and wellness brands continue to chase new opportunities within the rapidly growing industry.