Time Inc. Tries to Join Millennial Culture with The Snug

Time Inc. is re-imagining the way we curate and deliver content for this highly coveted audience” of millennials, says Evelyn Webster, exec VP of Time Inc.

content + digital + DIY = a hopeful recipe for success for engaging millennials

Many say 2015 is the year of content marketing, and at a time when the media industry is undergoing such a transformation in the way content is distributed, Time Inc. realized it was time to make a change. It’s time to focus on digital.

As part of Time Inc.’s new strategy to publish digital-only sites that aggregate content from across the web, The Snug is a new website that pulls in DIY content from a variety of sources, in an effort to resonate with millennials.

The Snug.

Per Ad Age, here is how it works:

Snug staff repackage articles from other Time Inc. titles to better appeal to young readers. There is, for example, a post on The Snug that includes several pictures of Lauren Conrad‘s home. The Snug headline is “go inside lauren conrad’s apartment (without getting arrested)” — all lower case. The pictures are from an InStyle slideshow that carried the headline “Inside Lauren Conrad’s Beverly Hills Penthouse.”

Why It’s Hot | This new effort by Time Inc. is a great example of understanding the target, and ensuring that we are not requiring a change in behavior in order to access our product. Millennials are always on, super connected to social, and highly mobile. Additionally, they are avid app-users, downloading dozens of apps that pull together feeds from all over the Internet into a one-stop-shop. It makes sense that Time Inc. would essentially create the same thing for audiences, from their own content. Regarding the content being pulled in, as we tell so many of our clients, solutions don’t always have to be entirely new platforms and content. Sometimes we can use pre-existing assets, but share them in a way that is more convenient and enticing for new audiences. Overall, this seems to be a smart move by Time Inc. – even if it is a bit of a late arrival to the game.

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