Time Inc.'s Digital Innovation Group Is Launching Its Next Big Vertical, 'The Drive'

Cars for the under-35 crowd

Time Inc. is betting big on digital-only brands. After launching home site The Snug and beauty site Mimi earlier this year, the company is set to unveil another brand new digital vertical, The Drive, this fall. And while The Snug and Mimi focus mainly on curating content from Time Inc. brands and other outside blogs, The Drive will be its own full-fledged editorial enterprise—and the publisher's first foray into the automotive space.