TIME Magazine is one of a very few iconic media brands. But in a changing world with 24-hour news cycles and instantaneous internet access to news, how could a weekly magazine still define itself as a “news-weekly”? The term itself suddenly felt like an oxymoron.
What We Did
We conducted exhaustive interviews with the editorial and publishing staff at TIME to understand their challenges, vision and theories about the future of the media and the publication. Then we dug into the impressive history of the brand and the vast amount of consumer data already available. Finally, we did a deep dive with readers and non-readers at various ages.
We defined a clear brand target for a brand that seemed at first to be ubiquitous. Then we helped articulate a strategic point of view that both the editorial and publishing sides of the business could rally behind. Finally, we worked with internal teams on both sides of the magazine to create specific action plans against the strategic point of view.