Dotdash Meredith SHOCK: Media Giant Rebrands as People Inc.!
In a surprising move, Dotdash Meredith, the digital media powerhouse formed by IAC's $2.7 billion acquisition of Meredith Corp in 2021, has rebranded itself as People Inc. The announcement, made by CEO Neil Vogel, marks a new chapter for the company and signals a shift in its approach to content creation in the evolving digital landscape.
Why People Inc.?
According to Vogel, the decision to adopt the name People Inc. was driven by several factors. First and foremost, it pays homage to People, the company's flagship brand and one of the most recognizable media properties in the world. Vogel likens it to The Coca-Cola Company, where the parent company's name reflects its most iconic product.
Secondly, the name reflects the company's core mission: creating content by people for people. In an era increasingly dominated by synthetic and artificial content, People Inc. aims to emphasize the human element of its editorial process and the passion of its content creators.
A Nod to the Past, A Look to the Future
The name also subtly acknowledges Time Inc., the original home to many of the brands now under the People Inc. umbrella. This connection to the past provides a sense of legacy and heritage, while the rebranding itself signals a forward-looking approach to the challenges and opportunities of the digital age.
Adapting to the Changing Media Landscape
Dotdash Meredith, like other major media companies such as Red Ventures and Ziff Davis, has long relied on an "intent media model," focusing on evergreen content optimized for search engines. However, with the rise of AI-powered search engines and the decline of the "click economy," this model is being disrupted.
While People Inc. is not abandoning its core editorial strategy, it is adapting to the changing landscape by increasing the publishing cadence of its other brands to more closely resemble the news-driven approach of People. This shift suggests a greater emphasis on breaking news and timely content to maintain relevance in an increasingly competitive market.
The rebranding to People Inc. represents a significant step for the media giant, reflecting its commitment to its flagship brand, its focus on human-driven content, and its willingness to adapt to the evolving digital media landscape.