• WSJ (paid subscription required), Thursday, February 9, 2006 10:45 AM

In a wide-ranging discussion about advertising, the Web, future acquisitions, and the virtue of remaining within the comfort of the Time Warner corporate family, Time Inc. CEO Ann Moore this week acknowledged to The Wall Street Journal that, when it comes to advertising deals, "We have been a difficult, complicated company to deal with." Addressing specifically the need to work more effectively within the current ad-industry model, wherein creatives and media planners operate independently, Moore said, "We need to become more marketing-oriented. We need to be much more user-friendly to our clients.  And if you want a multimedia platform package, we'll give it to you, all right?" As to the recent ad-page misfortunes of the company's flagship magazine, Time, Moore said the emphasis needs to shift increasingly to the Time.com website, which has not been smartly utilized by the company. To be more like CNNMoney.com and SI.com, which do well, Time.com will require attention.  Moore also told The Journal that Time Inc. is seeking to purchase additional strategic assets, such as the Golf.com portal that the company recently bought. "We are a content company....  We create and we edit, and we aggregate the best content out there. We can deliver to you, our reader, in whatever format you want it in the future--maybe not on paper."

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