Time Inc. Launches Women's Site Called Motto

Posted on March 23, 2016

Time Inc. has launched a new site called Motto. It is targeted at millennial women. The site debuted last month with contributions from President Barack Obama, Lena Dunham, Shonda Rhimes, John Green, Gina Rodriguez, Ivanka Trump and Megyn Kelly.

The site carries the tagline "words to live by." It features three main categories: work, play and live. It features original reporting, interactive features, videos and more. Time says some Motto content will be shared on other Time Inc. brands. Time will promote Motto content on its social media platforms. Motto also has its own social media accounts. Motto has a lowercase red logo. The site can be found at motto.time.com/.

The site is led by Time Inc.'s Editorial Director of Audience Strategy Callie Schweitzer. She will serve as the Editorial Director of Motto. The site does not have a print counterpart.

Time Editor Nancy Gibbs and Schweitzer says in the Motto introductory post, "We're proud to launch this enterprise with contributions from some of the world's most influential people, and yet we're equally excited about creating a platform for contributors who are grappling with everyday challenges. From life hacks to open letters, Motto is a place for all perspectives. And ultimately, Motto is about choosing the advice and insights that work for you."