On
Wednesday, Time Inc. launched
Motto, a new Web site aimed at Millennial women looking for advice about work, life and play.
It will include interactive features created
with Time Labs and video programming. Motto will be promoted across all of Time’s social platforms. Readers can also navigate to Motto from the menu navigation in the upper left corner
of Time.com.
The site will be “mobile-first and driven by social media,” the company stated.
Motto’s contributors include President Barack Obama,
Lena Dunham, Shonda Rhimes, Jenna Lyons, Jorge Ramos, Ivanka Trump, Marie Kondo and Ina Garten.
To help contain costs, Time Inc.’s Real Simple, Southern Living and Health,
Fortune and Money will also provide articles.
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Stories on the new site include “The World I Want My Daughters to Grow Up In,” by President Obama, and
“Ivanka Trump’s 9 Rules for How to Negotiate — and Win.”
There are also videos on topics like “6 Ways to Make Your LinkedIn Profile Stand
Out.”
Millennials make up nearly half of Time’s digital audience, according to comScore, and the brand reports success with self-improvement and productivity content.
Time Inc.’s editorial director of audience strategy Callie Schweitzer will serve as the editorial director of Motto, which has two full-time staffers.
Geico is
Motto’s launch sponsor, with ads appearing on the site’s video. Meredith Long, publisher of Time magazine and its related digital properties, told The Wall Street
Journal that Motto’s audience will appeal to marketers ranging from technology to automotive to finance, plus beauty and CPG companies.
Motto is the
latest in a series of mobile- and social-first launches and investments by Time Inc. to millennial women. In October, the company acquired HelloGiggles.com, a pop culture, beauty and lifestyle Web
site. Later that month, Time Inc. purchased xoJane.com and xoVain.com, which are sites aimed at younger women.