Time Inc. Scraps All You, Purchases HelloGiggles
Swaps former Walmart-exclusive smart shopper for younger, digital women's lifestyle brand.
Time Inc. will shut down women's shopping magazine All You following the publication of its December 2015 issue, according to an announcement by executive vice president Evelyn Webster. AllYou.com will cease operations at the end of the calendar year.
Founded in 2004, the coupon-packed All You once enjoyed an exclusive distribution agreement with retailer Walmart, which provided the magazine prominent placement on newsstands and coordinated promotions in its stores. That agreement ended in 2014, and All You began targeting non-exclusive deals with other major retailers, including Target and CVS. Distribution fell from a peak of over 400,000 in 2012 to 280,000 in June of 2015, according to data from the Alliance for Audited Media.
"All You’s launch in 2004 was an industry-first and one of which we remain incredibly proud," writes Webster. "More recently, All You has faced a particularly difficult landscape in the shopper marketing space as well as endemic newsstand challenges."
About 30 jobs will be eliminated after the closure, 20 editorial and ten on the business side, according to the New York Post. Clare McHugh will remain with Time as group editor of Essence, Health, Sunset and This Old House. Greg Schumann will also continue as group publisher of Southern Living, Sunset and Coastal Living. All You is the first of Time's print titles to close since Joe Ripp took over as CEO in 2013.
The move to shut the print title comes on the same day that Time purchased HelloGiggles, a digitally-oriented young women's lifestyle magazine, in an effort to solidify its grasp of female millennials.
Co-founded in 2011 by Zooey Descahnel, Sophia Rivka Rossi and Molly McAleer, the site reaches more than 17 million unique monthly visitors, according to Google Analytics. HelloGiggles will join Time’s entertainment portfolio, which includes People and Entertainment Weekly.
“With its passionate, highly-engaged audience and quality editorial voice, HelloGiggles is a great fit for our entertainment portfolio,” Time Inc. chairman and CEO Joe Ripp says in an official release. “We see the opportunity for HelloGiggles to continue to evolve and grow as a multimedia content business.”
Although under Time’s entertainment umbrella, HelloGiggles will continue to operate as a separate company. Rossi will maintain her role as CEO and report to Rich Battista, executive vice president of Time Inc. and president of People, Entertainment Weekly and People en Español. Deschanel will also stay on as chief creative officer, and the company will remain in its current headquarters in Los Angeles.
“Joining Time Inc. is an amazing opportunity to grow our brand and expand our message,” says Rossi. “Becoming part of the iconic People and Entertainment Weekly family is an extremely exciting step for us.”
Since being spun off from Time Warner in 2014, Time Inc. has made moves to expand its brand portfolio, content and audiences in an effort to develop new revenue streams, including purchasing live event and branding platform inVNT, creating youth and amateur-oriented Sports Illustrated Play and starting a U.S. version of British design and lifestyle title Wallpaper*.
On Friday, Adweek reported that Time Inc. was close to acquiring Jane Pratt’s digital-only titles xoJane and xoVain, which would further bolster Time’s appeal to a young, female audience.