Time Inc Quiet About Office Pirates Launch

Posted on February 10, 2006

The Wall Street Journal reports that Time Inc. is planning a website called Office Pirates that will target the young male demographic. Based on the WSJ's description it sounds like Office Pirates will be similar to the many blogs and websites that offer pointers to silly videos, odd news and online games.

The site is being touted as a "daily blend of funny videos, strange news and downloads, rolled up in an office-themed wrapper," says a spokeswoman for DaimlerChrysler AG's Dodge, which is the exclusive automotive sponsor of the site.

Office Pirates is a way for the Time Warner Inc. division to reach out to young men, reflecting the sluggish ad-page performance of Time Inc.'s men's titles, such as Sports Illustrated and Fortune, compared with the relative strength of its women's magazines like Real Simple and InStyle. In addition, Ann S. Moore, Time Inc.'s chief executive, has said it is critical that her division raise its profile on the Internet, which is attracting an increasing share of ad revenue.

Time Inc. is intentionally keeping the details sketchy according to the WSJ because they are trying to build word-of-mouth buzz about the new site.

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