The publisher aims to streamline branded ad buys amid economic headwinds.
The publisher has grown its followings 150% on Reels and 50% on TikTok.
The 100-year-old publisher has topped 116,000 digital subscribers since launching a new subscription model in 2019.
The investment comes as the publisher faces decreasing digital engagement.
Strategic shifts at its four U.S. properties reflect broader trends within the industry.
The land grab to reach digitally native parents has begun.
The pivot came as a response from Insider that some of its paywalled content failed to meaningfully convert readers to subscribers.
The startup, launched by a Bleacher Report cofounder, aims to make green mainstream.
The transition will eliminate roughly 10 employees across its Lifestyle portfolio.