The new product is Time’s 12th editorial newsletter — and the first to focus on business and technology.
The Leadership Brief, which has been in development since last fall, features in-depth interviews with business and technology leaders speaking to how their organizations are adapting to the present moment. First up in the series is Peloton CEO John Foley, with interviews from Julie Sweet, CEO of Accenture, Satya Nadella, CEO of Microsoft, Ed Bastian, CEO of Delta Airlines, and others planned over the coming weeks.
"The current pandemic is putting extraordinary demands on leaders,” Eben Shapiro, Time deputy editor and host of The Leadership Brief, told Publishers Daily. "At a moment when the future looks very different than it did just a few short months ago, our goal is to help people understand what leadership requires today."
Sam Jacobs, deputy editor at Time, added: “At this moment of crisis, many businesses are filling a leadership void vacated by the government. That is a really important change we believe we need to cover and explain to our audience. We believe it is important to bring business leaders to our readers and help our audience understand what their goals are."
The Leadership Brief builds on successful Time franchises, such as its annual Time 100 list of the world’s most influential people and Person of the Year, along with live and virtual events that bring together business and thought leaders.
Last year, the title expanded its Person of the Year franchise to include a Businessperson of the Year for the first time. Recently, it launched a virtual series of Time 100 talks.
The publisher hopes to see success with The Leadership Brief similar to its Coronavirus Brief newsletter, which amassed nearly 70,000 subscribers in less than two months.
The targeted editorial mission also provides added opportunities for marketers and advertisers.
"As we continue to evolve our brand, our focus has been on providing marketers with alignments that we believe maximize value and utility to our consumer's lives, whether professionally or personally,” said Time Chief Revenue Officer Viktoria Degtar. “The more we can deliver against this objective from a reader perspective, the more success we have seen from a revenue perspective."