With prominent headlines like “Not Your Meemaw’s Wallpaper” and “$10 Gift Guide Full of Stuff That Doesn’t Suck,” and a link to InStyle‘s peek inside Lauren Conrad‘s Beverly Hills abode, it’s clear to see that Time Inc.’s latest online venture is targeting the coveted millennial demo. Launched today, The Snug aggregates home decorating and DIY content from several Time Inc. publications, including Real Simple, Southern Living and This Old House, as well as partner sites such as Apartment Therapy, PopSugar and Hometalk. This Old House editor Scott Omelianuk is the editorial lead behind the new initiative, while digital engagement will be headed up by social media editor Tabitha Sukhai.
In a statement, Time Inc. executive VP Evelyn Webster had this to say about the new mobile-friendly site:
Time Inc. is re-imagining the way we curate and deliver content for this highly coveted audience. The Snug is the first of the new social web sites that we plan to introduce in 2015. Market research has shown that the Millennials, known as the ‘Maker Generation,’ have spent billions on crafts and DIY projects in the last decade and are fueling the growth in this burgeoning sector. We are looking to speak to them through compelling new content and a new socially-engaging platform.
Sponsored content will be provided by Ikea for the first six months.