Nearly a year after Meredith finalized the acquisition of Time Inc., two titles from the Time legacy have sold, two remain up for sale and the magazine publisher is looking to re-innovate how it packages content across its portfolio of primarily lifestyle brands, including those it inherited.
Most recently, this initiative has resulted in a new editorial partnership between Allrecipes and People (formerly a Time Inc. brand) magazines for a package on awards season, with Wolfgang Puck and other celebrities sharing recipes and tips for awards-themed parties.
It’s the first time the two Meredith brands have collaborated (with sponsorship from Reynolds Wrap, Philadelphia Dips and Glad) to cross-publish content in their respective print magazines. The package will appear in the February/March issue of Allrecipes and is in the Jan. 21 issue of People.
Future partnerships have not been announced but are being discussed.
“We will absolutely have our brands collaborate more in a relevant, impactful way where it makes sense,” said Doug Olson, President of Magazines at Meredith Corporation, adding, “As a category leader in luxury, food, entertainment and other key lifestyle categories, Meredith can provide value and inspiration to our audiences like no one else.”
For example, he added, Meredith’s other brands, Travel + Leisure, Departures and Food & Wine, collaborated on a special package for cruising, published in their January issues.
While Meredith sold two of its Time Inc. titles this year, Fortune and Time, two others, Sports Illustrated and Money, remain for sale. A company spokeswoman declined to say whether the sale of those titles was drawing to a close.
Meredith claims that its portfolio reaches more than 175 million unduplicated American consumers monthly and more than 80 percent of millennial women in the U.S.