Time Inc. Magazines Joining Forces | Adweek
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Time Inc. Magazines Joining Forces

'Real Simple,' 'Money' bring together different audiences to achieve similar goals

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Are the walls coming down at Time Inc.? The magazine giant's publications have traditionally operated autonomously, but two of them, Real Simple and Money, collaborated on an in-book insert on money management tips for the time-starved for their December issues. It seems to be the first cross-division effort of its kind at the company.

"I think, right now, there's a collaborative spirit at Time Inc., where brands are having conversations they weren't having in the past," says Brendan Ripp, Money's publisher.

Because of the sluggish economy, Money has been shifting its editorial focus away from investing and trying to reach new readers. As a woman's service magazine, Real Simple offered a way to do that, says Money managing editor Craig Matters. "The national conversation is about the economy," Matters says. "However I can push that out, it's a good thing."

Money and Real Simple kicked around some ideas before coming up with the money management guide. "Even though our audiences are pretty different on an individual basis, our missions are so similar in terms of giving people actionable information," says Real Simple managing editor Kristin van Ogtrop.

Money is looking at doing more collaborations with Real Simple and another corporate sibling, This Old House. "There are good service brands in the building where financial service would make a lot of sense," Matters says.