Time Inc. launched Thursday a brand that will draw health content from its portfolio of titles onto one hub, called Time Health.
The American Heart Association is the launch advertiser for Time Health’s cardiovascular section on Time.com; February is Heart Health Month.
The new multimedia brand will pool health, medical and wellness content from its roster of properties, including Time, Health, Fortune, Cooking Light, Real Simple, My Recipes, Southern Living and People.
“Time Health will allow us to leverage the full scale of Time Inc. to provide authoritative coverage of this critical area to all our audiences,” stated Alan Murray, Time Inc. chief content officer. Stories on Time Health are on display in a modern, visual format, including headlines such as “11 Heart Failure Facts You Need to Know,” “Why Stress is Linked to Heart Attacks” and “A Sample Menu for a Low-Fat Diet.”
Additionally, original content for Time Health will focus on shareable video.
Kurt Fulepp, Time Inc.'s vice president and general manager of news, told USA Today the effort is "driving organic audiences and large reach and ... finding a very beautiful way to seamlessly thread that together under an umbrella brand that audiences will trust."
Earlier this month, Time Inc. launched Coinage, a video brand that was the first project to leverage the company’s extensive restructuring to produce content across its portfolio of brands. Time Inc. plans to produce 600 short-form Coinage videos in 2017, across all of the company’s 22 sites.
At the time, Time Inc. group digital director of news and lifestyle Edward Felsenthal told Publishers Daily that Coinage was the first of “a whole series” of new projects taking advantage of Time Inc.'s scale that will launch over the course of the year.
Beginning last summer, Time Inc. reorganized its sales and marketing team to sell advertising based on category, instead of magazine title. The company also eliminated the publisher role to have sellers in each group work across magazine brands, as well as platforms.
In November, Time Inc. hired Colan McGeehan to be vice president and general manager of its newly developed health and wellness group.
Unifying all brand coverage into Time Health "allows us to access all of those various advertisers ... and start to partner with hospital relationships and insurance partners ... and their brand sites," McGeehan told USA Today.
Time Inc. stated that Time Health “expects to build close partnerships with healthcare leaders” and “introduce products and partnerships” to patients, caregivers, and health-minded consumers using video, VR and data insights.
Time Health will print health magazines designed for waiting rooms in doctors’ offices, where Time Inc. claims more than 900 million patients visit annually -- meaning potentially 900 million eyeballs on Time Inc. content.