On the heels of a busy year that saw Time Inc. deepen its investments in its digital properties, the media co confirmed it has launched another new site for millennial women.
Motto, which officially went live Feb. 3, will be a “mobile-first” site with a large presence on social media. Led by Callie Schweitzer, Time’s editorial director of audience strategy, content will be lifestyle-driven with a focus on empowering young female readers, according to the company.
Schweitzer will serve as editorial director of Motto. Contributors to the brand include actor and screenwriter Lena Dunham (pictured), Fox News anchor Megyn Kelly, author John Green and entrepreneur Ivanka Trump.
Content will focus on “everyday challenges from life hacks to open letters,” Schweitzer wrote in the site’s introductory post. It will also include original reporting from Time journalists, as well as original video programming.
Video has played an increasingly vital role in Time’s development over the last year. Since promising a robust slate of content at the 2015 NewFronts, Time has launched a number of new video projects across its digital properties, such as the online film portal Sports Illustrated Films, the digital unscripted series Building Hope and the doc series A Year in Space, which was recently picked up by PBS to be re-packaged for a linear broadcast.
It’s also boosted its digital video team, with key hires such as senior executive producers Ian Orefice and Mike Beck. Most recently, it tapped digital media veteran Jen Wong for the new role of president of digital. Wong previously served as the chief business officer for the millennial-focused Popsugar.
In the last two years, according to comScore, Time has increased monthly domestic unique visitors from 70 million to 119 million across all of its properties. Millennials compose nearly half of that audience. It also stated at last year’s NewFronts that mobile was the number-one source of audience traffic.
Motto is the latest in a series of launches and investments by Time targeted at this demo, which also includes xoJane, Mimi, The Snug and Zooey Deschanel’s digital magazine HelloGiggles.