Time Inc. Re-launches Its Health Brand

Health magazine interface

Time Inc. is re-launching its health brand through a new health and wellness destination at www.Health.com and a redesigned Health magazine, announced Ann Moore, Time Inc.'s Chairman and CEO. Health magazine is published by Southern Progress Corporation, a subsidiary of Time Inc.

Health.com, debuting on May 19th, will balance the human and clinical aspects of health, combining a trusted, empathetic voice and clear, intuitive navigation. It will offer a mix of original reporting, first-person stories, video, accredited medical content and community. By taking a practical, problem-solving approach to health problems, Health.com will help users take better control over their own health experience.

The centerpiece of the site's approach will be its Health"journeys", rich content on the most commonly-searched health conditions"If you take the way a condition is experienced by real people in the real world, and you map it out visually as a series of steps, from symptoms through to survival and coping, what you have is a powerful, easy-to-navigate way of going through a condition" says Health.com Editorial Director Scott Mowbray. Each journey will feature a broad array of content, including patient testimonials, doctor advice and clinical information. At launch, seven Health"journeys" will explore America's most-searched health concerns: breast cancer, depression, diabetes, heart health, pain management, sexual health and sleep.

Through Health.com, Time Inc. will provide a destination for the more than 50 million people who go online for health information each month. Time Inc.'s long tradition of service journalism and storytelling authority means Health.com will provide better answers to complex questions in a way that's practical, compassionate and complete.

Health magazine, which currently engages over eight million readers, has been completely redesigned under Editor in Chief Ellen Kunes who joined the magazine in early 2007. The March 2008 issue of Health unveiled several new changes, including a new logo, new sections and features, a Health Expert Network available to readers looking for advice, lush photography and a more modern look"Women who come to Health magazine already know how to stay in shape" says Kunes"What they want to know is how to enjoy doing those things, so we give them all the tools they need to enjoy living the healthy life" Early advertiser feedback to the magazine's redesign has been positive, with brands including Burt's Bees, Sephora, Norwegian Cruise Lines, Cadillac, Propel, Walmart Intimates, Vanity Fair Bestform, Bumble Bee, Dove Chocolate, Subway, GNC, and Wrigley joining the pages through May"As the media landscape continues to evolve and health information can be obtained at a click of a button, it's quite necessary to refresh the communication platform to align with consumers behavior" says Robin Steinberg, SVP Director of Print Investment and Activation at Mediavest"The evolution of Health magazine as well as the launch of Health.com provides consumers with two distinct touch points to access important, relevant and credible information. I am very excited to continue the partnership with such an incredible and vital brand"

The magazine and website will share content in ways that add value for both online users and offline readers, showcase staff and contributors across print, online and TV, and utilize marketing resources to extend the traffic and readership footprint of the brand. The site and magazine will share the same voice, one that is authoritative and empathetic, real and reassuring, and eminently practical.

The site will continue to roll out new features over the next 6-12 months, including additions such as a healthy recipe database, a health news channel, message boards, social/community features, and diet and weight-loss tools.

Source: Time