Time Inc.’s Digital Video Slate Looks a Lot Like Cable TV
Time Inc. avoided many of the buzzwords du jour in its pitch to advertisers at the company’s NewFront presentation in New York on Thursday. Sure, “premium” was mentioned a few times, as was “millennial,” but for the most part, executives made a clean, well-structured pitch: We have 21 brands creating video, they reach a growing audience, this is how you can work with us.
“We’re doing more and moving ever more swiftly into the video space,” said J.R. McCabe, Time Inc.’s senior-VP of video, who concluded his portion of the company’s roughly hour-long presentation with a sizzle reel full of videos that Time Inc. produced for brands such as Chevrolet, Dewer’s and Cotton.
Time Inc. is also moving into new video space, literally: The company will have a 3,000-square-foot video studio at its new headquarters in lower Manhattan, where it’s moving this year, he told the NewFront crowd.
