Time Inc. is ranked fourth in Advertising Age’s list of Business Marketing’s Top 100 companies in America (1996: 1). The advertising strategy, marketing methods, branding attempts and different types of sales strategy used will be analyzed for this subsidiary of Time Warner, Inc., which also owns magazines like People. Recently Time Warner Inc. has taken an overall new approach and direction to its marketing strategies which, if successful, will modify the shape and structure of the global media/entertainment and change the cooperation’s global marketing strategies for decades. The company is considered to have excellent potential according to Wall Street analysts, however, it is widely thought they need to simplify their individual business units. What the objective is remains what is always has been for Time Warner, Inc., “The ability to control content from inception to delivery has been a driving force behind much of the media merger frenzy, including Time, Inc. and Warner Communications in 1989…Individual businesses have been performing well but there have not been a lot of synergies since the merger,” (Top 100, 1996: 2).
To segment the market, Time Inc. has utilized different methods and brands to market to its targeted audience, a target audience that becomes more broad all the time, from minorities and doctors to Asians and Hispanics alike. They use circulation, the Internet, newsstands, convenience stands, drug stores, and a host of other ways to sell their product. So far the attempts have been largely successful as these statistics from 1996 illustrate:
The corporate strategy of marketing has taken on a whole new structure and strategy to hit customers worldwide. It has formed Time Inc. New Media, which will be a combination of all of its startup projects into one umbrella unit responsi
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