Time Inc. launches Motto, a new site aimed at millennial women
Website from the editors of Time magazine debuts with contributions from President Barack Obama, Lena Dunham, Shonda Rhimes, John Green, Megyn Kelly and others
New York, NY – February 3, 2016 — Today, Time Inc. launches Motto, a new site from the editors of Time aimed at millennial women who are interested in advancing their careers and living more meaningful lives.
Motto draws on the expertise of Time journalists and the brand’s diverse network of influential contributors, who will offer advice on careers, balance and tactics that have helped make them successful. Some of Motto’s first boldface contributors include President Barack Obama, Lena Dunham, Shonda Rhimes, Jenna Lyons, Jorge Ramos, Megyn Kelly, Gina Rodriguez, Ivanka Trump, Marie Kondo, Tony Fadell, Ina Garten and John Green, among dozens of others.
The site is led by Time Inc.’s Editorial Director of Audience Strategy Callie Schweitzer, who will serve as the Editorial Director of Motto. The site will be mobile-first and driven by social media.
Motto’s tagline is “words to live by” and the site is organized in three categories: work, play and live. Along with the many contributions from influential people, the site will include original reporting by Time journalists, interactive features created together with Time Labs, robust video programming and additional contributions from writers around the world. Select Motto content will be shared by Time.com and with other brands within Time Inc., including People, Real Simple, Health, Fortune, Money and more. Motto will be promoted across all of Time’s social platforms, which have more than 30 million followers. Readers can also navigate to Motto from the menu navigation in the upper left corner of Time.com.
The new site is also pioneering a first-of-its-kind video user experience. Videos on Motto remain playing on the left hand side of the screen as users scroll down to engage with other content. Geico is Motto’s launch sponsor, with ads appearing on the site’s video.
Time Editor Nancy Gibbs and Schweitzer write in the introductory post on Motto: “We’re proud to launch this enterprise with contributions from some of the world’s most influential people, and yet we’re equally excited about creating a platform for contributors who are grappling with everyday challenges. From life hacks to open letters, Motto is a place for all perspectives. And ultimately, Motto is about choosing the advice and insights that work for you.”
Every Wednesday, Motto will also email a weekly newsletter to subscribers (time.com/newsletters).
Motto is the latest in a series of mobile- and social-first launches and investments by Time Inc. to millennial women including HelloGiggles, xoJane, Mimi and The Snug.
For nearly a century, Time Inc. has covered almost every topic in multiple voices across any audience segment. Motto builds upon this Time Inc. heritage, while harnessing two of the most powerful trends that are impacting the media industry. Mobility and social media are allowing Time Inc. to reach new audience segments, and larger audiences than ever before. The company has increased its monthly domestic unique visitors from 81 million in June 2014 to 115 million in October 2015 and its global monthly unique visitors from 115 million in June 2014 to 155 million in October 2015.