With Time Inc. set to spin off from Time Warner tomorrow, Time magazine has announced a new partnership with Quora. The question-and-answer site has been beefing up its media partnerships in an effort to reach a wider audience, including both legacy media brands (like NPR and the BBC), and digital-native brands (like BuzzFeed and The Huffington Post).
In a blog post announcing the news, Callie Schweitzer, director of digital innovation at Time, said the publication is interested in content from “expert community members” who answer questions like “What does it feel like to be a firefighter?” or “What can I learn right now in just 10 minutes that could be useful for the rest of my life?”
“This is what we think Quora’s community captures so well, and we’re delighted to be working with the Quora team to bring it to our audience,” wrote Schweitzer.
According to Alex Wu, head of product marketing, communications and partnerships at Quora, the benefits of collaborating with publishers is two-fold: Quora supplies publishers with expert knowledge, while content syndication encourages Quora users to write more.
“Over time, we hope writers on Quora feel that if they take the time to write… their perspectives and insights can be potentially seen everywhere,” Wu told SocialTimes in an email. “[Partnerships] help writers reach new audiences and motivate many of them to continue to share their knowledge here.”
Time has so far syndicated Quora answers in full, including “What Myths Do We Most Commonly Realize Are False in Our 20s?” and “How Long Should Someone Stay at a Job?“