February 27, 2014 Last Updated 2:47 pm

AmEx Publishing’s FOOD & WINE launches new web brand aimed at younger readers

The legacy magazine brands know they need to appeal to younger readers and digital is the best bet. To this end American Express Publishing announced today the launch of a new web site destination for FOOD & WINE called FWx. The site is a subdomain of the main website.

image001“FWx gives a younger foodie the opportunity to share and interact with the brand’s lifestyle content by focusing on the best restaurants, bars, and trends,” said FOOD & WINE’s publisher, Christina Grdovic. “We’re thrilled to expand our core audience and engage with this passionate demographic in a new way, while enlisting some strong advertisers for the launch including Stella Artois, Coach, and Renaissance Hotels.”

The new web effort will be led by FOOD & WINE’s digital features editor Alex Vallis.

American Express Publishing is now a division of Time Inc., which will be spun off of Time Warner soon. Just today Time Inc. announced that it had hired Scott Havens from The Atlantic to serve as its new Veep of Digital. Fran Hauser and John Cantarella, Time Inc.’s two top digital execs announced their departures just yesterday.

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