Time Inc continues to create new revenue sources outside of media/content with its latest launch PetHero which offers Time Inc subscribers and others, pet products, toys and discounted healthcare. Back in February, Time Inc COO and President of Digital Jen Wong hinted that the company was cooking up some new ideas to sell to Time Inc’s 30+ million subscribers. One of those things she mentioned was pet insurance. This role out is Ms. Wong sticking to her word to tap into what she called a big opportunity and great service model. PetHero.com allows users to compare costs for veterinary services and find a vet for their pet. There is also a quarterly gift box subscription where pet owners can have snacks, toys and accessories delivered. Users can also get advice from pet experts and engage with other PetHero customers via PetHero’s social networks. Since deciding to remain an independent company earlier this summer, Time Inc has been in transformation mode. The company has put up 4 of its magazines for sale, sold off its live media and creative services business INVNT and is looking to either sell off, outsource or bring on a partner for its fulfillment business in Florida. There is also the possibility that it may unload its UK division as well. Also, the company may or may not be working on a relaunch under a new name in an effort to convince advertisers and and apparently itself that its no longer a print media company, which it is.
said Jen Wong:
“Time Inc. is like a direct marketer’s dream. Going direct to consumer is different than an advertising play, but it’s in our DNA. Think about the infrastructure we built for our advertisers. We use that infrastructure, too.”
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