There is a lot of streamlining happening at Time Inc as the company is working to slim down and get more digitally nimble. Part of that process is moving the company’s vast network of websites to a new internal platform called Element. The charge is being lead by Time Inc’s Executive Director of product,platforms Ben Ronnie who said that the move is a step in the right direction. The migration to Element will also lead to new cleaner looks for some of the websites but not all. So far only Cooking Light and MyRecipes have moved over to element with dozens more to follow.
Faster, cleaner pages are a nice goal, but how can Time Inc. balance that with the need for advertising? For one thing, Ronne said the team did a “huge audit” and was “ruthless” in removing things (like ad units and audience-tracking technology) that were no longer useful. Element also includes more room for native ads, which hopefully means Time Inc. can make money while using fewer banner ads.