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people-based aspect of the platform,” commented Norbert Mehl, CEO of ExitHub and M&A Advisory boutique Global i Ventures. “It wouldn’t surprise me if MySpace were to be now successfully re-launched under the PEOPLE banner, nor should Time Inc. be disregarded as a potential acquirer of its rival Twitter.” Ironically, on Feb. 10, 2016, virtually upon its announcement of the MySpace buyout, TIME.com wrote: “This One Chart Explains Why Twitter Is in Trouble.” Two days later, TIME.com wrote that, “Twitter is a land of inside jokes. A persistent one over the last several months has been that users are witnessing the social network’s last days.” “In yet arguably a stronger sign of a preemptive strike, and an attempt to push down its rival’s valuation and sale price, TIME’s latest headline banner attacking Twitter under its Social Media section, declares: Why ‘Twitter’s Final Days’ Has the Ring of Truth,” added Mehl. people_mag MySpace, founded in 2003 and based in Beverly Hills, used to be a hot social network before the advent of Facebook and Twitter.  Facebook traffic rankings overtook Myspace by April 2008. Since then, Myspace has seen a continuing loss of membership, and there are several suggestions for its demise, including the fact that it stuck to a portal strategy of building an audience around entertainment and music, whereas Facebook and Twitter continually launched new features to improve the social-networking experience. In June 2011 MySpace was acquired by Viant’s Specific Media in partnership with Justin Timberlake from News Corp. for $35 million. News Corp. had acquired MySpace in July 2005 for $580 million, incurring a $545 million loss upon its sale in 2011. Myspace has gone through a few refurbishments and is now mainly a content platform and network for artists, says AdWeek. However, according to The Wall Street Journal, MySpace still had a respectable 50 million monthly active users a year ago. MySpace_screenshot Viant offers access to one of the largest pools of registered users through a suite of advertising applications available on demand, in the cloud, allowing brands to plan, execute, and measure their digital investments. The acquisition will accelerate Time’s strategy of activating its subscriber data across the world’s best content brands. Acquiring Viant is expected strengthen the Time’s value proposition by giving marketers sophisticated targeting and measurement capabilities, allowing the company to participate in the growing $34 billion performance advertising segment. “This acquisition is game changing for us,” said Time chairman and CEO Joe Ripp. “Marketers are selecting media partners that have either data-driven capabilities or premium content; we will be able to deliver both in a single platform, and will stand apart from those that offer just one or the other. In other words, we will be able to deliver advertisers’ messages targeted to optimal audiences across all types of devices, along with the ability to measure ROI.” “Over a year ago we launched a people-based platform with the Viant Advertising Cloud. With over 1 billion global registered users connected to their households and devices, we knew our data and technology story was solid,” says Tim Vanderhook, CEO of Viant. “The combination of Time Inc. and Viant is all about the marriage of first party data and premium content.” Time Inc. is one of the world’s leading media companies, with a monthly global print audience of over 120 million and worldwide digital properties that attract more than 150 million visitors each month, including over 60 websites. Its influential brands include People, Sports Illustrated, InStyle, Time, Real Simple, Southern Living, Entertainment Weekly, Travel + Leisure, Cooking Light, Fortune and Food & Wine, as well as more than 50 diverse titles in the United Kingdom, such as Decanter, Horse & Hound and Wallpaper. Time Inc. is home to celebrated franchises and events, including the Fortune 500, Time 100, People’s Sexiest Man Alive, Sports Illustrated’s Sportsperson of the Year, the Food & Wine Classic in Aspen, the Essence Festival and the biennial Fortune Global Forum. Hundreds of thousands of people attend Time’s live media events every year. The company been extending the power of its brands through various investments and acquisitions, including the formation of Sports Illustrated Play, a new business devoted to youth and amateur sports, and the acquisition of inVNT, a company that specializes in live media. Time also provides content marketing, targeted local print and digital advertising programs, branded book publishing and marketing and support services, including subscription sales services for magazines and other products, retail distribution and marketing services and customer service and fulfillment services, for itself and third-party clients, including other magazine publishers. The company was founded in 1922 and is headquartered in New York, New York. Time Inc. was spun off from Time Warner Inc. (NYSE:TWX) on June 6, 2014. Viant is a premier people-based advertising technology company, enabling marketers to plan, execute and measure their digital media investments through a cloud-based platform. Built on a foundation of people instead of cookies, the Viant Advertising Cloud provides marketers with access to over 1.2 billion registered users, one of the largest registered user databases in the world, says the company. Founded in 1999, Viant owns and operates several leading digital ad technology and media companies including Specific Media, Vindico, Myspace and Xumo.]]>