Time Inc. Launches The InStyle Collection in Digital Brand Shuffle
xoJane, xoVain, Mimi, and The Outfit to join new group led by Ariel Foxman, Patrick Connors, and Pam Abbott.
In an effort to expand its online style offerings, Time Inc. announced a reorganization, shifting titles InStyle, Mimi, xoJane, xoVain, and The Outfit under one umbrella: The InStyle Collection.
In a memo to staff yesterday, EVP Evelyn Webster wrote that the move is aimed at dramatically increasing the content output of InStyle.com, which saw its audience grow 112 percent year-over-year in the first quarter of 2016 to 5.3 million unique visitors.
InStyle editorial director, Ariel Foxman, publisher Patrick Connors and general manager of digital, Pam Abbott, will oversee The InStyle Collection, which will also launch new verticals related to weddings, home, and entertaining.
xoJane and xoVain, which Time Inc. acquired in October, will maintain dedicated websites, but InStyle.com readers can expect the amount of syndicated content from the Jane Pratt-led brands to increase significantly beginning in April.
Mimi, a social-oriented beauty site launched by Time Inc. last year, will be moved entirely onto InStyle.com, although it will maintain its unique voice and social channels, according to Webster.
A Time Inc. spokesperson returned a request for comment with Webster's email to staff.
"With the trusted authority of its content and the spending power of its audience, InStyle is perfectly positioned to expand into new categories, and our vision for the new InStyle.com is a comprehensive, industry-spanning site for fashion and beauty lovers across every age, style and personality," Webster wrote.
The shuffle comes following a period of rapid expansion for Time Inc. through acquisitions, mostly targeting digital-only and distinctly millennial-focused brands such as HelloGiggles, Jane Pratt's xoJane and xoVain, and, more recently, a partnership with global style network StyleHaul. In December, Popsugar veteran Jennifer Wong was tapped as the first-ever president of Time Inc. Digital.
While company revenues are receding, mostly driven by steep declines in print advertising revenue and newsstand sales, InStyle may represent a bright spot—both in print and digital. Average circulation has essentially remained stable since 2005 (down a mere 0.8 percent, according to the Alliance for Audited Media), and its rate base has remained unchanged at 1,700,000.
A series of staff changes have been announced as part of the reorganization.
InStyle creative director Rina Stone has been promoted to creative director of both InStyle and The InStyle Collection. Mimi's editorial director, Deanne Kaczerski, has been named executive editor of digital innovation, while Mimi's beauty editor, Victoria Moorhouse, will take over as Mimi editor.
Angela Matusik, executive editor of InStyle Digital, has been named director of branded content strategy.
Time Inc. is currently on the lookout for an InStyle site director, as well as an executive director of digital sales and a digital marketing director to support the new entity, according to Webster. Five additional digital-only sales reps will be added, based in New York, Chicago, and San Francisco.
It is unclear at this time if any staff have been let go.