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Time Inc. Moves Into Paid Memberships

The nation’s largest magazine publisher is moving deeper into ecommerce and consumer products marketing. Time Inc. is launching a new discount membership program, “People Perks,” based on the People brand.


The paid membership program will give consumers discounts on products and services spanning categories such as entertainment, style, food, beauty, travel, pet care and home. 

Consumers can sign up for People Perks for $60 per year or $5.99 per month. In return, they will receive exclusive offers and invitations from Time Inc. marketing partners, including discounts from local retailers, restaurants and other businesses, as well as national chains.

People Perks will also offer chances to earn cash back for consumers who shop online at marketing partners, plus sweepstakes to win experiences tied into the magazine’s celebrity and entertainment coverage.

Time Inc. will promote the new membership service across its direct customer base, which includes 30 million subscribers and 127 million unique visitors per month.

People Perks is just the latest move into paid memberships and the discount club model for Time Inc.

In July, the publisher launched a discount club called PetHero, which partners with veterinary practices to deliver deals on a variety of pet-related goods and services to consumer members. It draws on Time Inc.’s extensive consumer database.

A membership to PetHero will include a 25% discount on vet bills from participating veterinary practices, seasonal delivery of gift boxes with pet toys and treats, and benefits, such as vet advice. The service is provided via an alliance with PetHero, an existing veterinary consumer commerce network and veterinary plan provider. 

Memberships in PetHero are sold per individual pets, costing either $60 per quarter or $240 per year. However, additional pets can be added for a small additional cost.

Pet Assure currently has 200,000 members, but expects this to increase with the launch of Pet Hero, thanks to Time Inc.’s promotional and marketing muscle. Time Inc. claims it reaches more than 100 million consumers who own pets or are pet lovers with digital and print content.

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