Time Inc. Increases Focus on Digital Content Geared Toward U.S. Hispanics
In another telling signal of the increasing importance of U.S. Hispanics, one of the largest media companies in the world has launched a digital platform designed specifically for this audience.
If you’ve ever glanced at a magazine rack at a store, you know Time Inc.—the company behind well-known publications like Time, People, Fortune, Entertainment Weekly, Sports Illustrated, and many, many more. According to the Time Inc. website, “nearly half of U.S. adults engage with a Time Inc. brand each month”.
Along with their print content, Time Inc. brands also have a significant digital presence. That presence is about to get much bigger with the recent announcement of Time Inc. Latino, a new digital platform that will incorporate all of Time Inc.’s brands. The goal of the new platform is to provide more culturally relevant digital content to the U.S. Hispanic audience, and provide advertisers a means of more effectively reaching this important audience.
While Time Inc. says that the new platform will be “English-led”, the launch announcement press release also notes:
“Through the new platform, advertisers will reach a diverse audience that includes Spanish-speaking, bilingual and English-speaking segments of the Hispanic population.”
The first two offerings from Time Inc. Latino are People Chica, an English-language platform living on PEOPLE.com that will represent the voices of American Latinas from a cross-cultural, bilingual, millennial point of view, and Planeta Fútbol, a Spanish-language channel on SI.com dedicated to Hispanic soccer fans. Time Inc. says more offerings will be announced in 2018.
In the release, Time Inc. mentions the previous success they’ve had connecting with U.S. Hispanics. They call People en Español. (the Spanish-language version of People) the “most trusted voice in Hispanic culture” and state:
“Time Inc. also has the largest digital reach across the Hispanic media landscape, with an audience three times larger than Univision’s sites and 27 times larger than Telemundo’s sites.”
The move to create content catering specifically to U.S. Hispanics underlines the importance of this audience as both digital content consumers and consumers in general—with Hispanic influence and buying power only expected to increase in coming years.