quintossential

= **Quintossential** =

__**Creating a Hulu for Magazines**__ Earlier this year the CEO of Time Magazine, Ann Moore, appointed John Squire, the senior vice president of Time Magazine, to figure out how to “put the digital genie back into the bottle”. Moore wants to figure out how to bring the magazine division of Time Inc. into the digital market. With the sales of music, videos and applications in Apple’s iTunes store increasing and Amazon’s Kindle device and store receiving more attention, Time Inc. wants to capitalize on possible revenue opportunities. There is also the declining sales in the magazine/print industry causing the need to shift into the digital world.

The solution that Squire proposes, is called a “JV” or “joint venture”. The plan is to talk with other large publishers to find a solution. They are also finding ways to use digital distribution while keeping a subscription-based service intact. These solutions were influenced by services such as the iTunes store and Kindle’s e-book store offered through their device.

While this solution is possible, there are few problems that arise. They include the following: 1. Another service is added to the services offered by other companies. 2. Convincing device makers to open their hardware to Time’s strategy. 3. The content needs to be something that customers will want to buy.

The plan has not been made yet, but negotiations are happening. Of course, without knowing how successful e-book readers will be or what features they will have, it will be difficult to predict and produce a plan. It will, however, be open to computers and mobile devices so a general plan will be needed.

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__**Discussion:**__
Do you think a "hulu" type structure would work well for magazines? Or is Time, Inc. out of... time to implement such a thing?

Group work with Stephanie Chan and Sotha Sok Team Excelsior