Dotdash Meredith’s rebrand to People Inc. formalizes a post-search media strategy
Dotdash Meredith’s (DDM) rebrand to People Inc. reorients the company around its flagship publication, and is the start of a more concerted effort to grow the publisher’s core titles.
Aside from People, the publisher is drawing a line around 19 of its 40 titles — Allrecipes, Health, InStyle, Martha Stewart and Verywell Mind among them.
These are the brands that will get the investment, the protection, the long-term bets. The other 21 will keep running, but they’re no longer in the growth plan.
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Related Knowledge Center: State of the business model
The traditional journalism business model has long since collapsed, and news organizations have shrunk or disappeared entirely. While a number of promising experiments are under way, the public has not shown a willingness to buy what news organizations are selling.