Time Inc.’s Alan Murray Wants Brands Working Together

"I was a little surprised to discover that these brands had all existed pretty much in silos."

In an interview with USA Today, Time Inc.’s chief content officer Alan Murray explained that one of the ways he thinks Time Inc. can flourish is through teamwork.

Murray, who was elevated to his role in July, said he was caught off-guard when he learned that line of thinking was new to Time Inc.

“I was a little surprised to discover that these brands had all existed pretty much in silos,” said Murray. “They didn’t do a lot of sharing of best practices and didn’t have many opportunities to learn from each other. In the digital world, they didn’t think a lot particularly about how they could work together.”

Murray said he’s trying to change that because otherwise Time Inc. is wasting opportunities.

“We have to prioritize … and really think about the right way to organize this thing. Let’s say we’re oversold in food (advertising). We can use our various social feeds in our various websites to point more traffic to food content. Those sorts of things just didn’t happen here before.”

“The question is how you organize yourself so you could do the deeply reported 6,000-, 7,000-word stories, and fast information that people want,” continued Murray. “It’s a challenge, but it’s a challenge that we’re already starting to meet.”