Time Inc. launches The Snug, a DIY social aggregator
New York, NY – January 12, 2015 — Time Inc. today launched The Snug, a DIY social aggregator website targeting Millennials. The groundbreaking new site, which went live this morning, will bring together content from across Time Inc., including InStyle, People, Real Simple, Southern Living and This Old House, as well as a network of several dozen Snug partners, including Apartment Therapy, CasaSugar and HomeTalk. Leading the charge on this new corporate endeavor is editorial lead Scott Omelianuk with Digital Engagement and Social Media Editor Tabitha Sukhai.
IKEA U.S. has signed on as exclusive launch sponsor for the first six months and will have native advertising content throughout The Snug (TheSnug.com).
“Time Inc. is re-imagining the way we curate and deliver content for this highly coveted audience. The Snug is the first of the new social web sites that we plan to introduce in 2015,” says Time Inc. Executive Vice President Evelyn Webster. “Market research has shown that the Millennials, known as the ‘Maker Generation,’ have spent billions on crafts and DIY projects in the last decade and are fueling the growth in this burgeoning sector. We are looking to speak to them through compelling new content and a new socially-engaging platform.”
The mobile-first site was built on a next generation digital publishing platform, developed by RebelMouse, that delivers premium, highly functional sites with sophisticated community; participation and native advertising built in to shape and grow high value audiences. It is the first independent website developed by Time Inc. to appeal to Millennials and is projected to have a combined social reach of more than 30 million across its partners. It will be driven by community participation and syndicated content with original content, including video, being rolled out in the near future.
The Snug, with the tagline ‘Find Your Place,’ will cover crafty Do-It-Yourself and how-to, targeting audiences that are devoted to crafting and are passionate about home furnishings. The editorial will cover everything from how to repurpose old furniture to retro apartment decorating.
“Sponsoring the launch of The Snug aligns closely with our vision to provide a better everyday life at home,” said Alia Kemet, External Media Solutions Manager, IKEA U.S. “Many of our customers are natural DIY-ers and this unique platform allows us to reach and inspire them in a new way.”
Some of The Snug’s launch content includes: 10 Unexpected Paint Upgrades, 7 Home Office Looks to Help You be All About That Biz, DIY Welcome Mats (and DIY Unwelcome Mats), and a $10 Gift Guide Full of Stuff That Doesn’t Suck.