Tags: time inc | publishing | rebrand | rename | name change

Time Inc. Considers Name Change, Rebrand

Image: Time Inc. Considers Name Change, Rebrand
(Richard Drew/AP)

By    |   Wednesday, 12 July 2017 11:20 AM

Is the clock running out for Time?

Maybe — because Time Inc., the iconic New York City-based media company, may soon be rebranded.

"We're excited about our business strategy and momentum," a Time Inc. spokesperson told The Wall Street Journal.

"And we are in the early stages of considering a rebranding effort to reinforce the success of our transformation from a legacy publishing company to a multi-platform consumer media company."

Time Inc., founded in 1922, publishes more than 100 magazines including Time, People, Sports Illustrated, Entertainment Weekly, Travel + Leisure, Food & Wine, Fortune, and InStyle and co-operates more than 60 websites and digital-only titles.

The company was put up for sale in April, but its board of directors dropped the plan to focus on growth.

Corinne Grinapol, co-editor of AdWeek's media blog Fishbowl, trashed the idea.

"It's almost a given that a media company in 2017, whether legacy media or a millennial-focused digital upstart, is going to be multi-platform, and digital or mobile-first, or at least trying to get there," she writes.

"Time Inc. don't need a name change to make that point, especially when its name is so rich with history."

Grinapol also pointed to the 2016 relaunching of Tribune Publishing as Tronc, which she called a "still-ridiculous sounding" name.

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Is the clock running out for Time?
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Wednesday, 12 July 2017 11:20 AM
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