Time Inc. Is in Talks to Buy Jane Pratt's Millennial-Focused xoJane

Could become its latest digital-only brand

Time Inc. is close to acquiring Jane Pratt's xoJane and xoVain sites for an undisclosed sum as it looks to increase its content targeting millennial women, sources tell Adweek.

The New York publisher is interested in buying Pratt's two sites to build up its focus on digital-only brands, which already include homes-focused website The Snug and beauty-oriented Mimi. Most recently, Time Inc. launched The Drive, an automotive site for guys under 35. A Time Inc. spokesman said the company does not comment about speculative acquisitions.

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