Time Inc. to Launch theDRIVE, a New Automotive Destination !!! Time ou Time Magazine (parfois typographié TIME Magazine ou TIME) est l’un des principaux magazines d’information hebdomadaires américains. In fact, le groupe du TIME va créer un media site web sur l’automobile ! theDRIVE sera indépendant avec sa propre entreprise. Cela sera la première incursion de l’éditeur Time Inc. (qui gère entre autre le TIME Magazine) à part entière dans l’univers automobile ! ‘This is a website and brand that’s about cars, and cars are large, and sometimes they’re messy and loud, so that thinking has certainly gone into where, physically, we will locate our operation.’ Découvrons ensemble ce nouveau projet éditorial inédit !
Au volant de l’entreprise theDRIVE
Au volant de l’entreprise, il y a le Digital Director de Maxim (an international men’s magazine, genre en France le mag’ FHM), l’éditeur de Road & Track (an American automotive enthusiast magazine, bien connu des passionnés auto) et de Esquire (a men’s magazine)
La ligne éditoriale de l’entreprise theDRIVE
theDRIVE will target the under-35 crowd, many of who are newcomers to car culture. It’s an increasingly valuable market for automakers.
La culture de l’automobile est à l’honneur autant que l’angle du lifestyle avec des possibles crossover avec Sports Illustrated par exemple !
‘To lead The Drive, Bean brought in former Maxim digital director (and longtime automotive journalist) Mike Guy as editor, and former Road & Track and Esquire general manager Eric Goeres as gm.’
« These are car guys through and through, but they can also plug into the lifestyle approach to things, » said Bean. « I like to say that this is a brand that’s not just about what happens in the garage or on the track. It’s about the culture around cars as well. »
The lifestyle angle means that The Drive will fit nicely into Time Inc.’s larger strategy of fostering collaboration among brands. For instance, said Bean, the site might partner with Food + Wine or Travel + Leisure on a road trip package, or link up with Sports Illustrated on a story about athletes and their cars.
Another key focus of The Drive will be longform journalism. ‘Everybody has a story about the top car moments in the James Bond films or a photo gallery of Steve McQueen and his cars or coverage of the auto shows, but it’s the storytelling piece that we plan to layer on top of that that I hope will help to differentiate us,’ said Bean, who helped launch Sports Illustrated’s longform platform when he was managing editor of SI.com. (His partner in that project, SI creative director Chris Hercik, is also overseeing The Drive’s creative side.)
Bonus – En complément découvrez l’histoire de Sports Illustrated Swimsuit ! (FR)
a new automotive destination that celebrates cars and automotive culture
New York, NY (July 7, 2015) – Time Inc. announced that this fall it will introduce theDRIVE, a new automotive destination that celebrates cars and automotive culture, and has appointed Mike Guy editor of theDRIVE. Guy, former Digital Director of Maxim and a longtime automotive journalist and editor, will work alongside General Manager Eric Goeres, who previously served as General Manager at Road & Track and Esquire, among other titles.
Debuting this fall, theDRIVE will approach the automotive category with a fresh editorial perspective and compelling video franchises informed by the rapidly changing automotive landscape. Guy and Goeres will oversee the venture, reporting to Senior Vice President of Editorial Innovation Matt Bean and Edouard Portelette, Vice President of Advertising Business Operations, respectively.
‘TheDRIVE underscores Time Inc.’s commitment to the automotive space, Car enthusiasts are hungry for fresh auto content, and Time Inc. has a proven track record for creating compelling content. TheDrive will deliver our best storytelling to this audience while also developing powerful marketing solutions for our advertising partners.’ - Mark Ford, Executive Vice President, Time Inc
‘TheDRIVE will be an automotive brand that stands on its own—but also cross-pollinates across the Time Inc. portfolio. Our hope is to combine the best aspects of a start-up with the expertise and scale of an established media powerhouse.’ - Matt Bean
TheDRIVE arrives in a record-breaking year for US and worldwide car sales. The 35-and-under segment accounted for close to 30 percent of new US car sales in 2014, according to J.D. Power & Associates. In the next four years, 50 percent of the younger audience is expected to buy cars, and four out of five of those intend to purchase new automobiles.
‘Cars are a bigger part of our lives right now than at any time in history. We want to celebrate that in an adventurous, authoritative and irreverent way. That translates to covering the worlds of both the casual driver and the car fanatic.’ - Mike Guy editor of theDRIVE
About Time Inc.
Time Inc. (NYSE:TIME) is one of the world’s leading media companies, with a monthly global print audience of over 120 million and worldwide digital properties that attract more than 120 million visitors each month, including over 50 websites. Influential brands include People, Sports Illustrated, InStyle, Time, Real Simple, Southern Living, Entertainment Weekly, Travel + Leisure, Cooking Light, Fortune and Food & Wine, as well as more than 50 diverse titles in the United Kingdom, such as Decanter, Horse & Hound and Wallpaper*. Time Inc. is home to celebrated events and franchises, including the Fortune 500, Time 100, People’s Sexiest Man Alive, Sports Illustrated’s Sportsman of the Year, the Food & Wine Classic in Aspen, the Essence Festival and the biennial Fortune Global Forum. Hundreds of thousands of people attend these live media events each year. Time Inc. also provides content marketing, targeted local print and digital advertising programs, branded book publishing and marketing and support services, including subscription sales services for magazines and other products, retail distribution and marketing services and customer service and fulfillment services, for Time Inc. brands and third-party clients, including other magazine publishers.
theDRIVE is coming soon!
Bref, now! Go to thedrive.com
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