NEW YORK--(BUSINESS WIRE)--Time Inc. (NYSE: TIME) today announced that StyleWatch, a leading millennial fashion and beauty resource, will join the People brand as PeopleStyle beginning with the September 2017 issue. Bethany Heitman, who was recently elevated to Editor-in-Chief of StyleWatch, reporting to Jess Cagle, Editorial Director, Style & Entertainment Group, and Editor-in-Chief, People, will partner with Andrea Lavinthal, Beauty and Style Director of People, to lead PeopleStyle.
“As we continue to build the People brand and its digital verticals, fashion is a critical part of our strategy,” said Cagle. “StyleWatch’s young audience is remarkably receptive to advertisers, and it will play a key role in Time Inc.’s e-commerce expansion. By rebranding as PeopleStyle, the magazine becomes part of a singular multimedia brand that lives on digital, mobile and social platforms and as a weekly print section in People. The re-branded magazine will include more celebrity fashion but will remain basically the same—a valuable resource for millennial women, bringing them the latest trends in street style and helping them shop for the looks they love.”
Heitman commented: “Our audiences love celebrity fashion and beauty and look to our brand for accessible and affordable coverage. Joining People gives us an incredible edge and opportunity to grow our brand and extend our reach.”
According to Starch, StyleWatch ranks No. 1 for having taken action on ads in its competitive set for four years straight, from 2013 to 2016. In addition, 84% of those responding to a StyleWatch reader engagement study say they plan to buy a product they see in the issue.
Cece Ryan, who oversees sales at PeopleStyle as Senior Vice President, Celebrity, Entertainment, Style and Multicultural, said, “This is a win-win for all of our audiences, including our partners, who want to reach the most engaged brand loyalists who shop the biggest trends each season.”
People’s digital audience continues to grow on all platforms, reaching more than 100 million users monthly, across People.com, Snapchat Discover and other platforms. PeopleStyle, with its fast-growing audience on a variety of social channels, will continue to leverage People's rapid omni-platform growth as one of its most highly trafficked and most engaging verticals.
Time Inc.’s People revolutionized personality journalism when it launched in 1974 with a mission to celebrate extraordinary people doing ordinary things and ordinary people doing extraordinary things. Ubiquitous and still at the center of pop culture more than 40 years later, the People brand is accessible across all media and platforms (print, digital, video, OTT, mobile, social) bringing more than 80 million consumers a unique mix of breaking entertainment news, exclusive photos, video, unparalleled access to the red carpet, celebrities, and in-depth reporting on the most compelling newsmakers of our time. An essential component of People’s editorial vision remains human interest stories, which touch and often mirror the lives of our passionate audience. And now, the People/Entertainment Weekly Network (PEN) app offers a free, advertiser-supported OTT streaming video service. People is an award-winning 24/7 news organization headquartered in NYC with reporters worldwide. For more information visit People.com and Timeinc.com, and follow @people on Twitter and Instagram, @peoplemag on Facebook, and the People channel on YouTube and on Snapchat’s Discover.
ABOUT TIME INC.
Time Inc. (NYSE:TIME) is a leading content company that engages over 150 million consumers every month through our portfolio of premium brands across platforms. By combining our distinctive content with our proprietary data and people-based targeting, we offer highly differentiated end-to-end solutions to marketers across the multimedia landscape. Our influential brands include People, Time, Fortune, Sports Illustrated, InStyle, Real Simple and Southern Living, as well as approximately 50 diverse titles in the United Kingdom. Time Inc. has been extending the power of our brands through various acquisitions and investments, including Viant, an advertising technology firm with a specialized people-based marketing platform; The Foundry, Time Inc.’s creative lab and content studio; and the People Entertainment Weekly Network (PEN). The Company is also home to celebrated events, such as the Time 100, Fortune Most Powerful Women, People’s Sexiest Man Alive, Sports Illustrated’s Sportsperson of the Year, the Essence Festival and the Food & Wine Classic in Aspen.