Time Inc.’s Ripp Reorganizes to Boost Native Advertising Sales
- Publisher wants to offer ‘much broader set’ of ad products
- Analyst says changes may lead to cost savings, job cuts
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Time Inc. is reorganizing how it sells advertising, aiming to boost revenue by creating more custom content for sponsors and making it easier for marketers to buy ads across its magazine portfolio.
The structure will help increase sales of native advertising, Chief Executive Officer Joe Ripp said Wednesday in an interview. Such ads -- promotional content that’s designed to look like editorial articles and videos -- have become the lifeblood of digital media companies like BuzzFeed and Vice Media. At a recent investor day, Time Inc. showed off marketing messages, including videos and social media posts, that it created for Walgreens stores to help women “reconsider how they think of Walgreens’ role” in their beauty routine.