By: Lucia Moses | Digiday
Publishers fight tooth and nail with each other for audience and ad dollars. But there are times when it’s in their interests to cooperate.
Increasingly, that’s the case when it comes to building big audiences. Time.com, for instance, is in the midst of a traffic explosion, with its multiplatform audience soaring 90 percent to 25 million monthly uniques in the past year, according comScore. One big contributor: a modified platform approach that has Time running articles from not just corporate siblings, like Sports Illustrated, Fortune and Health, but also publishers, like Rolling Stone, Quora, Refinery29, Inc., Patheos and the Aspen Institute. Time has around 30 content partners, from just three or four a year ago.