Time Inc. thinking about the total rebranding

Moscow. July 12. INTERFAX.RU – One of the oldest and largest publishers USA Time Inc, which owns about a hundred of magazine brands including Time, People, Fortune and Sports Illustrated, considering a complete change of image, writes The Wall Street Journal, citing informed sources.

It is noted that in the process of rebranding Time may change and the name of the Corporation, as one of the variants of the name proposed Life – publishing previously published a magazine with the same name. The management of the Corporation has already met with representatives of the companies specializing in the development of corporate identity. However, the discussion is at a preliminary stage, no decision has not been taken yet.

However, Time is not going to change the names of their most famous magazines.

Rebranding is mainly aimed at business partners and advertisers Time. Its main task is to create the impression of a modern media company with a rapidly developing projects in the field of digital and video, the sources say.

The publishing house was founded by Henry Luce and Brighton Haddenham in 1922, Time became the first weekly magazine in the U.S. (March 1923).

Time Inc. in its current form was formed as a result of the partition of the assets of Time Warner in 2014. Revenue has been declining for 5 consecutive years due to falling advertiser interest in print media, at the same time, the Corporation increases its presence in the Internet.