Lucia Moses of Adweek writes about how two Time Inc. magazines — Money and Real Simple — combined on a money management insert in a recent issue.
Moses writes, “Because of the sluggish economy, Money has been shifting its editorial focus away from investing and trying to reach new readers.
“As a woman’s service magazine, Real Simple offered a way to do that, says Money managing editor Craig Matters. ‘The national conversation is about the economy,’ Matters says. ‘However I can push that out, it’s a good thing.’
“Money and Real Simple kicked around some ideas before coming up with the money management guide. ‘Even though our audiences are pretty different on an individual basis, our missions are so similar in terms of giving people actionable information,’ says Real Simple managing editor Kristin van Ogtrop.
“Money is looking at doing more collaborations with Real Simple and another corporate sibling, This Old House. ‘There are good service brands in the building where financial service would make a lot of sense,’ Matters says.”
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