Time Inc. debuted its first new product of 2015 today with The Snug. The new site will be a dedicated décor and DIY "social hub" for Millennials, and will aggregate content from several Time Inc. brands including InStyle, People, Real Simple, Southern Living and This Old House.
The company recruited Ikea U.S. as its exclusive launch partner, a deal that was secured for six months and will include native ad content throughout the site.
Evelyn Webster, EVP, at Time Inc. says this is the first example of its social digital strategy it plans to iterate on this year. She also indicates that market research made this a no-brainer.
"Time Inc. is re-imagining the way we curate and deliver content for this highly coveted audience" she says in a statement. "The Snug is the first of the new social websites that we plan to introduce in 2015. Market research has shown that the Millennials, known as the ‘Maker Generation,' have spent billions on crafts and DIY projects in the last decade and are fueling the growth in this burgeoning sector. We are looking to speak to them through compelling new content and a new socially-engaging platform."
Overseeing the content will be This Old House editor-in-chief Scott Omelianuk and digital engagement and social media editor, Tabitha Sukhai. In addition to aggregated Time Inc. branded content, and Ikea native ads, original content will also take on a range of forms, including how-tos, videos and lists.