Time Inc. Will Combine Brands under InStyle Collection To Strengthen Digital Presence

Time Inc. announced plans Wednesday to combine xoJane, xoVain, Mimi and The Outfit under the newly formed InStyle Collection to beef up InStyle’s digital presence.

InStyle editorial director Ariel Foxman, publisher Patrick Connors and general manager of digital Pam Abbott will oversee the new group, according to a WWD report.

Time Inc. EVP Evelyn Webster stated that the InStyle Collection will more than double the volume of original content on InStyle.com in April. “Our vision for the new Instyle.com is a comprehensive, industry-spanning site for fashion and beauty lovers across every age, style and personality.”

InStyle will increase the amount of content it syndicates from Jane Pratt's xoJane and xoVain, which Time bought in October 2015. Pratt will report to Foxman. The sites will continue to operate on their own landing pages.



Mimi, a beauty site that Time launched a year ago, will live on InStyle.com as its own vertical and will maintain its existing social media feeds.

InStyle will also launch new verticals focused on lifestyle categories including weddings, home and entertaining.

The Outfit, StyleWatch's influencer network site also founded a year go, will act as a "solution that the InStyle Collection can tap into for native and advocacy programs," a representative for Time told Fashionista. "It complements the content offerings of InStyle.com.”

To support this new digital editorial strategy, Mimi's editorial director Deanne Kaczerski has been named executive editor of digital innovation. Mimi's beauty editor Victoria Moorhouse will become editor of the site. InStyle's digital executive editor Angela Matusik will become director of branded content strategy.

Additionally, Time Inc. will hire a site director for InStyle and add several sales positions, Fashionista reports.

The reorganization of Time Inc.’s brands will likely drive more traffic to the site with the proposed increase in content.

Time Inc. said Instyle.com has grown its traffic in the first quarter with 5.3 million unique visitors.
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