Time Inc’s Health.com Partners With RightHealth On Ads, Content
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Health.com, Time Inc.’s health and wellness site, has struck a strategic partnership with Kosmix’s RightHealth.com to combine their properties under Health.com Integrated Solutions next year. Even though this is not a merger in the full sense, the deal’s path was paved after Kosmix picked up a big $20 million fourth round funding led by Time Warner (NYSE: TWX) Investments last December.
John L. Brown, the president of Time Inc’s Health franchise, told paidContent said that the arrangement will focus on marketing and sales, as well as content. But most importantly, he cited RightHealth’s technology and social media tools as the foundation of the alliance. The two plan to start working on a series of products, though Brown didn’t offer specifics. He cited the company’s personalization tools as one of RightHealth’s offerings that made a particular impression on Time Inc.
Brown also told me that he doesn’t expect to form any similar arrangements with others in the online health space. “This is the first and only, we’re not interested in empire-building,” he said. “I think there’s plenty of precedent that loading up on integrations doesn’t work. You lose focus. We’re not trying to compete for on that sort of level. We’re mainly trying to increase our appeal to advertisers and reach consumers, and combining our efforts will satisfy that goal.”
Posted In: Advertising, Marketing, Media & Publishing, Health Content, Companies, Time Warner, Time Inc.
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