New York, NY The TIME Group announced today that it will re-name and re-launch TIME Digital as "ON" magazine with the monthly's next issue dated March 2001.
"ON" magazine will be the ultimate "where-to-go, how-to-do-it guide to being connected" and getting the most out of the Internet and all new consumer technology, according to Joshua Quittner, who will be the publication's managing editor. Quittner, also TIME's technology columnist, also has edited TIME Digital since February 1999. TIME editors will continue to have total editorial control over the new magazine, "ON."
"ON" will cover "everything online, and every consumer-electronics product that you can turn on," Quittner adds.
"ON" magazine will have a rate base at launch of 1 million, including many tech-savvy readers of TIME magazine. The circulation initially will be a mix of paid and controlled.
"'ON' will be the brightest beacon guiding online users to the information they need to get the most out of new technology," said E. Bruce Hallett, President of TIME, in making the announcement. "'ON' magazine will define the category as a lifestyle and service magazine essential in the information age."
The predecessor of "ON," TIME Digital, has been an advertising success since its debut in November 1995 as a quarterly demographic edition of TIME, according to Dick Raskopf, new publisher of "ON." Raskopf was publisher of TIME Digital. In May 2000, TIME Digital was launched as a stand-alone magazine with 1 million circulation. Last year its frequency increased to monthly. Advertising revenues for it are up an estimated 49% in 2000 vs. 1999, according to the Publishers Information Bureau (PIB). Its readership estimate is 5.1 million. "ON" magazine will publish its first monthly issue dated "March 2001" in February.
"ON" magazine will include an "Inside AOL" user's guide, produced to AOL's specifications by Time Custom Publishing, a publishing-side unit of TIME magazine. The guide will include AOL events, news, special opportunities and promotions.
Marketing Computers magazine recently named Quittner one of top 20 most influential technology journalists. He anchors a daily 60-second technology report for CBS Radio Network, entitled "TIMETech." With his wife, Michelle Slatalla, who writes for The New York Times' Circuit section, Quittner has co-authored four books. The most recent is Speeding the Net: The Inside Story of Netscape and How It Challenged Microsoft (Atlantic Monthly).
"ON" will be part of the TIME Group, which includes TIME (U.S. circulation 4 million), TIME for Kids (circulation 3.5 million) and TIME.com.