By: Lisa Granatstein New Owner Christens Group Time4 Media
(Mediaweek) In compliance with the
terms of last December's sale of Tribune Co.'s Times Mirror Magazines to Time
Inc., the specialty publisher is officially retiring its 34-year-old moniker
today. The collection of 23 niche sports titles, which includes Ski, Outdoor
Life, and Golf Magazine, will be known as Time4 Media.
As part of their deal, Tribune Co. insisted Time Inc. eliminate the Times Mirror
brand. The change will appear in the magazines' June issues.
"It's a good way to build on the Time name, build on what makes us special as a
company and provide an umbrella that each of our titles could operate in,"
explains Jason Klein, Time4 Media president/CEO. "It's something that was easily
tailored to each of our titles."
The Time4 Media handle was developed in-house by a team of executives, editors
and art directors. The common theme among Time4 Media's various titles, says
Klein, is their readers' desire to find time to pursue their sporting passions.
Hence Time4 Skiing, Time4 Golf and the like will be used in marketing pitches.
But not everyone gets it. "Times Mirror is becoming Time4 Media?" asked Paul
Benjou, senior vice president/group media director at Draft WorldWide. "Is this
a new license plate?"
Copyright 2001, Editor & Publisher.
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