Time Inc. yesterday confirmed it has acquired women’s lifestyle site xoJane.com
Launched in 2011, xoJane targets Millennial women. It bills itself as a forum where “women go to be their unabashed selves, and where their unabashed selves are applauded.” It was founded by editor-in-chief Jane Pratt, who formerly served as editor for now-defunct print publications Sassy and Jane. The site had 2.5 million unique visitors last month, according to comScore.
The deal, the financial terms of which were not disclosed, also includes spinoff beauty site xoVain, which debuted in 2013.
xoJane will be folded into Time Inc.’s Style Network, which includes publications InStyle and Essence. Pratt, who retains the editor-in-chief role, will report to Style Network vice president Deborah Marquardt. xoJane will move into Time Inc.’s lower Manhattan headquarters later this year.
The move comes as part of a calculated strategy by Time Inc. to bolster digital properties targeting Millennial women. Time Inc. has been on a buying spree lately: on October 19, the publishing giant announced it had acquired women’s entertainment and lifestyle site HelloGiggles.
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