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Time Inc.’s Solo Debut Raises Pressure on Move to Digital

Time Inc. debuts tomorrow as the only publicly traded company in the U.S. focused just on magazines, putting even more pressure on the publisher to adapt quickly to the Internet.

The company, set to spin off from parent Time Warner Inc. after the close of trading tomorrow, will face unique challenges on its own. Unlike other media companies that own other business lines, it doesn’t have the help of assets such as a TV station or a book unit that might shore up its still-falling advertising and circulation revenue. Instead, Time Inc. must rely solely on the popularity of its titles, such as Sports Illustrated or People.