It is this week’s biggest and most far-reaching NYC media world question. What’s going to happen at Time Inc. now that editor-in-chief Martha Nelson is moving on and Norman Pearlstine, at CEO Joe Ripp‘s behest, has returned to oversee all such matters from the business side as executive VP and chief content officer.
AP recently announced that it will be entering the sponsored content game in 2014, so let’s start out by reminding ourselves that the rules are changing fast, and often. Ad Age media reporter Michael Sebastien spoke to both Ripp and Pearlstine in the wake of this week’s seismic news. Ripp restated something he said in the official announcement – that it’s designed to speed up the content work-cycle:
“Whenever you have a very large organization as ourselves and important decisions need to be cleared through multiple layers it creates a slowdown of the process,” Mr. Ripp said. “I’m a firm believer that businesses are more successful when you can empower people at a local brand level.”
“It will help create entrepreneurship at the brands,” Mr. Pearlstine said.