Today, an entirely new online content destination debuted, touting bylines from the likes of President Obama and Lena Dunham.
Dunham’s article ruminates over what she would say to Donald Trump if she met him. Obama’s piece implores people to empower younger generations in order to enact long-term change. These high-profile influencers’ platform of choice is Motto, a new site powered by the editors of Time.
Motto is Time Inc.’s latest investment into multimedia opportunities outside of its long-standing print business. Over the past year, Time Inc. launched The Snug (a decor site for millennials), MIMI (a social-first site for beauty), The Drive (a car culture site for the under-35 crowd) and acquired HelloGiggles (the pop-culture, beauty and lifestyle website that promotes a positive community for women). These small, high-growth digital ventures are aimed at accommodating Time’s millennial readers, which make up nearly half of Time’s digital audience.
Motto will feature advice pieces from Time journalists in addition to the brand’s diverse network of influential contributors, including Dunham, Obama, Shonda Rhimes, Jenna Lyons, Megyn Kelly, Gina Rodriguez, Ivanka Trump, Tony Fadell, Ina Garten, Marie Kondo, among dozens of others.
“It’s about offering the advice and support to blaze new trails and redefine success in the fundamental aspects of our lives: how we work, play and live,” wrote Time Editors, Nancy Gibbs and Callie Schweitzer, in a statement. “Motto draws on TIME’s relationships with influencers, inspiring leaders and cultural icons who share their stories and advice, tactics and tools.”
An amalgamation of life hacks and celebrity blogging, the site will publish advice on everything from office politics to health tips, incorporating video content and interactive data as well. For example, today’s content offered a pay gap calculator, allowing women and men to compute how much they’d be making if they were the opposite gender.
This type of content encapsulates the most unique aspect of Motto—the platform combines the perspectives of global influencers with a personal experience.
“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,” wrote Gibbs and Schweitzer. “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.”
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