For decades, Time Inc. was one of the largest and most admired media companies in the world. It owned and published over 100 magazine brands, including some of the most iconic names like like Time, Sports Illustrated, Fortune, People, Essence, Entertainment Weekly, and InStyle. I joined Time Inc. in August 2014, a few months after earning my MBA from NYU Stern.
Post graduation, I wanted to pursue a marketing career in entertainment and media, which I learned wasn’t easy to kick start for a career switcher like myself. Countless interviews and rejections will beat down anyone’s confidence. Eventually Time Inc. presented an opportunity with its Sports brands (Sports Illustrated, GOLF, and SI for Kids). It wasn’t sexy, as the print industry had been on a severe decline, but beggars can’t be choosers.
Though the company’s glory days were well behind it, Time Inc. was still a marketing master. High quality marketing is just theory that can applied to any channel. At Time Inc. I learned how to construct A/B tests, build acquisition funnels, create engaging copy and visuals, and coordinate between different teams to launch campaigns. In order to be great at anything, you have to learn the fundamentals and I don’t think I would be where I’m at today if it wasn’t for my tenure at Time Inc.
My experience there also woke me up as a professional. As the company explored ways to generate revenue beyond magazine subscriptions, it was extremely eye opening to witness how a company handled and reacted to adversity. All of it made me more cognizant that I had to look out for myself in my career.