Time
Inc. is continuing to roll out digital content hubs in new verticals, with the launch of Mimi, a new site that aggregates fashion-related content from social media and the Web.
It includes Time
Inc. properties, as well as other sources. The site also features original content from its own team of writers.
Mimi’s content includes beauty news, trends, tips, how-to guides and
product reviews -- both text and video -- drawn from Time Inc. beauty editors. Brands include InStyle, StyleWatch, Essence, People en Español and Real Simple, along with
bloggers and online video stars like Afrobella, Beauty Sweet Spot, Shake Your Beauty, This That Beauty, The Formula Blog and Love Maegan, among others.
The site will feature some beauty
content in Spanish. It will also present a range of curated beauty content from around the Web.
Consumers will be able to participate by curating content and submitting their own beauty
stories, how-to guides, tips and reviews. Mimi’s editors will highlight the top submissions on the site, including a contributor byline.
As noted, Mimi is part of a larger strategy for
Time Inc., centered on new digital content hubs focused on major verticals.
In January, the publisher launched The Snug, a Web site targeting millennials with do-it-yourself, crafting and
décor content aggregated from Time Inc. publications as well as dozens of partners, with an eye to distribution across social platforms. Like Mimi, The Snug was developed with a publishing
platform created by RebelMouse.
In December, Time Inc. announced a strategic partnership with technology firm IFTTT (which stands for “if this then that”) with the goal of boosting
cross-channel distribution of its digital content. The new service, called Channels on IFTTT, allows consumers to access, share and store content from Time Inc. magazines across a wide range of apps
and devices, including Twitter, Tumblr, Evernote, Pocket, iOS and Android, while preserving the provenance of each piece of content.
Previously, Time Inc. launched a new stand-alone digital
video portal, The Daily Cut, with content from all its publications.