Time Inc. Launches Content Studio The Foundry
Content marketing services are increasingly in vogue at major magazine publishers. This summer alone, Publishing Executive has covered the growth of U.S. News & World Report’s BrandFuse content division, as well as Penton’s lucrative marketing services, and The Atlantic’s new creative marketing group Atlantic Re:Think. The reasons for the spike in content marketing services are manifold, but it boils down to the fact advertisers are willing to pay for it, and that’s critical as print ad spend continues to dip.
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The latest content studio taking shape is Time Inc.’s new creative collective “The Foundry.” Soon to be located in Brooklyn’s Industry City, The Foundry will house Time Inc.’s Innovation Studio, Content Solutions, and new verticals like The Drive, which will launch this September.
Mike Ford, executive vice president of global advertising, will head the organization. In a press release Ford stated, “High-quality, premium content is a powerful marketing tool, and The Foundry creates and delivers it at scale. We offer a leading suite of content services and solutions that engage audiences across platforms and passions."
The Foundry will also encourage collaboration between content creators and technologists, said chief technology officer Colin Bodell in the same press release. “Merging technology and creative content areas will enable us to learn, iterate, launch, and scale much more rapidly.”