Last year when SayMedia announced that it was
exiting the content business, Jane Pratt founder and editor of xoJane and its spin off xoVain responded by saying "It looks like we're for sale". Since Say Media's announcement, there has been one known interested buyer for Jane Pratt's websites but that fell apart and all hope was probably lost until Time Inc came swooping in. Friday news broke that the publishing giant was in talks to bring the sites into the Time Inc stable. Time Inc has been on a non stop build up of its digital offerings in an effort to shake off its old media image since going off on its own last year. The company has ramped up its sports business big time with acquisitions like Fansided, iScore, Athletics, Sports Signup, 120sports.com and the launch of Sports Illustrated Films. The company also rolled out sites like TheSnug, Mimi and more recently TheDrive. Landing xoJane and sister site xoVain would expand Time Inc's millennial female audience. However the company would need to put its muscle and money behind the sites to drive traffic across its massive audience platforms because both xoJane and xoVain pulled in a combined 3.4 million visits in September. But this shouldn't be a huge task as many of Time Inc's brands and xoJane are perfect for each other and should be a seamless addition to the company's offerings. Come on, did you really think Time Inc would let Conde Nast have all the acquisition fun?
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Reviewed by Editor
on
10/18/2015
Rating:
