Wednesday, March 29, 2006

The only way to survive

The WSJ reports:

..........."Time Inc. is in the midst of another major effort to turn itself into a leading Web player. And this time, there is evidence that the publisher's management is willing to fundamentally alter the way the magazines are run to make the Web push work.

In recent months, Time management has taken steps to dissolve the divisions between its Web and print operations. It has made selling ads online a priority and demanded that writers produce more copy for its Web sites. It is also expanding the sites to include more video, blogs and photographs. Former "Wonkette" blogger Ana Marie Cox has been hired to write for Time magazine and its revamped Web site, alongside Andrew Sullivan, another well-known blogger and columnist. Time Inc. has even launched an irreverent Web site aimed at young male workers called Office Pirates.

"What's abundantly clear to us is that there is a really attractive, smart readership who are younger than they are older and who get what they are looking for from the Web," says Time. Rest here

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