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Speaking at the Folio: Show in Chicago, Time publisher Ed McCarrick said that online advertising currently accounts for ten percent of revenue, but he thinks that number will increase to 35 percent eventually.  “We’re putting together a multifaceted approach and it’s no longer clean in terms of one media being separate from another.”  McCarrick also pointed out that the switch in delivery days of the printed magazine in from Monday to Friday wasn’t a cost-savings measure.  Rather, it was a response to the way the Time audience consumes media today: checking the web for quick updates during the work week and open to sitting down with a magazine for longer pieces on the weekend.  Folio: (Sept. 23, 2008)

Tags: Ed McCarrick, Folio: Show, Time, Time Inc.

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