Time Inc. may become the next old media company to scrap its legacy name, and it’s all about getting recognition for the company’s digital efforts.
The New York Post reports that company execs have been kicking around ideas for a rebranding campaign that could include a change in the corporate name.
“That the company would weigh such a move reflects the frustration felt by top executives over having their progress on the digital front not being properly acknowledged because of the company’s legacy print brands Time, People, Sports Illustrated, In Style, Fortune and others,” The Post reports.
The report cites a Time Inc. executive who notes it’s still early in the rebranding process. The effort, says the exec, “is not about a name change. That is not the focus. It is a marketing, rebranding campaign.”