A matter of survival

After acquiring a string of sports startups (SportsSignup, LeagueAthletics.com, iScore Sports) mid this year, Time Inc., the largest magazine publisher in the United States, continued its shopping spree by acquiring Zooey Deschanel’s pop culture website HelloGiggles last week and two more lifestyle websites XoJane and XoVain this week. The acquisitions underscore the company’s efforts to massively grow its digital audience. As consumers continue to migrate to reading on tablets and smartphones, the publishing giant has endured declining print circulation and advertising revenue. As a result, it had to beef up its digital services. By investing heavily in digital media and finding creative ways to distribute its content on multiple platforms, Time Inc. aims to arrest a slow and steady decline.
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