Time.com is focusing more on news niches and the strategy is paying off, PaidContent reports.

Newly-launched verticals like Techland, Swampland (for politics), Battleland (military), Moneyland, and more have only subtle Time branding but are part of what is driving a 12 percent increase in the site’s digital revenues. According to internal Time metrics, PaidContent says, vertical visits are 40 percent of Time.com total site visits.

Before the end of the year, Time will add up to four new blogs to its roster of nine existing ones, which contribute up to 200 posts per day. Look for new blogs (and possibly openings) on opinion, entertainment, society/family, and criminal justice. Openings are not posted right now but if they were they would probably be here.