Time Inc. launches content studio group, The Foundry
The new entity will comprise Time Inc.’s Innovation Studio, Content Solutions and verticals, such as The Drive, to launch next month
Time Inc. announced today that it has created a new content studio group to be called The Foundry. The group will bring together the Time Inc. Innovation Studio, Content Solutions and its verticals such as The Drive, the publisher’s new automotive web brand to launch in September. Mark Ford, Executive Vice President of Global Advertising, will lead the new organization.
Exactly what the mission of The Foundry is was not made crystal clear. It is likely that The Foundry’s main purpose will be to create new digital publishing efforts not solely tied to print (and not a native ad unit, as some magazine companies have established recently).
“Merging technology and creative content areas will enable us to learn, iterate, launch and scale much more rapidly,” said Colin Bodell, Time Inc.’s CTO. in the announcement for the group.
The Drive, now part of this new group, will be edited by Mike Guy, the former digital director of Maxim and a longtime automotive journalist. The new site staff, as well as as all of group, will eventually work out of the new headquarters in Brooklyn’s Industry City.
Time Inc. also this week announced the launch of a new college football vertical, Campus Rush. The new site will become part of the Sports Illustrated Group, which also includes the recent acquired FanSided with its more than 300 sites.
“Campus Rush will feature surprising untold stories, scenes from game days, road trips, a tailgating tour and exclusive access in locker rooms and across campuses nationwide,” B.J. Schecter, Executive Editor at SI.com wrote on the new site. “It will showcase what’s happening at schools from coast to coast, with campus correspondents—student journalists—at every Power Five conference school, plus Notre Dame and BYU, 66 in all.”