Mixing Old and New Media

September 11, 2017

Will Lee, Group Digital Director of Sports and Entertainment at Time Inc., discusses the company's focus on growing its digital brand and strategy with the purchase of Zooey Deschanel's female-focused website "HelloGiggles" and the Generation Z website "Instant." Lee notes that Time is looking years ahead in terms of its digital strategy, already focusing on 2019 and 2020 with the understanding that the media giant may one day only produce content for digital platforms. Lee lays out what is most important when a company plans to shift into a digital strategy. The most important idea is "platform ubiquity", the idea of being wherever the audience is. He also notes the importance of "surprise," adding that putting content on digital platforms which you might not see anywhere else is key. The final part of the puzzle is "velocity," where the idea is that you put out enough content and are constantly in the feeds of viewers across social media that your brand is inescapable to consumers.