Time magazine is seeking to broaden its appeal to millennial women through the launch of a ‘mobile-first’ website designed to make a splash on social media.
Motto will be overseen by Time’s editorial director of audience strategy Callie Schweitzer and is said to employ a lifestyle led approach to appeal to young female readers. Other contributors to the initiative include actor and screenwriter Lena Dunham, Fox News anchor Megyn Kelly, author John Green and entrepreneur Ivanka Trump.
The platform will also play host to original reports penned by Time journalists and custom video content for such features in the form of life hacks and open letters.
Time has embarked upon a significant upscaling of its video output in recent years including Sports Illustrated Films, an unscripted series titled Building Hope and a documentary series titled "A Year in Space".
Motto isn’t Time’s first attempt at targeting millennial’s including xoJane, Mimi, The Snug and digital magazine Hello Giggles – all of which has helped to lift monthly domestic unique visitors at Time from 70 to 119 million.