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Cable television broadcasting industry

Time Inc. Takes the Lead in Interactive Media

Strategic Insights

— 2 min read

Time Inc. is poised to become a leading player in the rapidly evolving world of interactive media. The company will announce a test of its interactive version of some of its magazines at the annual American Magazine Conference, marking a significant step in its multimedia strategy. This move follows an agreement with ABC News and NBC News to provide interactive "news on demand" on the Time Warner Full Service Network in Orlando, Florida, as well as the acquisition of a studio in Rockefeller Center to produce interactive television projects. Time Inc.'s new service, called Pathfinder, will offer users a range of editorial content, including photographs and graphics, from Time, Vibe, and Sunset magazines, as well as Time Warner Books.

Key Takeaways:

  • Time Inc. has entered the interactive media market with its Pathfinder service, offering users a range of editorial content from Time, Vibe, and Sunset magazines, as well as Time Warner Books.
  • The service will be available to anyone with a computer, a modem, and software package called a browser, and will provide access to a global web of computers known as the Internet.
  • Users will pay a small monthly fee to an on-line provider, but the service itself will be free.
  • Time Inc. also plans to offer interactive "news on demand" on the Time Warner Full Service Network in Orlando, Florida, in partnership with ABC News and NBC News.
  • The company has acquired a studio in Rockefeller Center to produce interactive television projects.
  • Time Inc.'s interactive projects are expected to be "break-even or slightly positive" due to advertising revenue.
  • Curtis Viebranz, president of Time Inc. Multimedia, estimates expenses to be in the six-figure range.
  • Mark Stahlman, president of New Media Associates, describes the Internet as "just the latest in a series of fads."

Statistics:

  • Time Inc.'s Pathfinder service will become available to anyone with a computer, a modem, and a software package called a browser.
  • Users will pay a small monthly fee to an on-line provider, with the service itself being free.
  • Time Warner Full Service Network in Orlando, Florida, is expected to go live with interactive "news on demand" in some time next year.
  • Time Inc. has acquired a studio in Rockefeller Center to produce interactive television projects.
  • Curtis Viebranz estimates expenses for interactive projects to be in the six-figure range.

Sources:

  • "Time Magazine becomes the first major magazine to offer online delivery to the public." - Time magazine
  • Walter Isaacson, editor of new media at Time Inc.
  • Mark Stahlman, president of New Media Associates
  • Curtis Viebranz, president of Time Inc. Multimedia
  • Jay Nelson, media analyst at Brown Brothers Harriman
  • Richard M. Smith, editor in chief and president of Newsweek
  • Magazine Publishers of America

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