TIME TO GET SERIOUS: Kate Betts might have lost out on The New York Times Magazine job, but Time Inc. loves her more than ever: it’s increasing the frequency of her twice-annual Time Style & Design.

“I think we’ll do it as a quarterly in the U.S. next year, but keep it a biennial overseas,” said Time Inc. editor in chief Norm Pearlstine, who was in Palm Springs, Calif., Tuesday for the American Magazine Conference. “I thought, editorially, [Betts’ issue] was terrific.”

Sources at Time Inc. say Betts is a star on the company’s 34th floor, where Pearlstine and chief executive officer Ann Moore live. Not that he’ll admit it. “Whether or not 34 loves her isn’t important,” Pearlstine said, “but whether [Time magazine president] Eileen Naughton and [managing editor] Jim Kelly do, is.”

Still, Pearlstine accompanied Betts to this season’s Giorgio Armani and Burberry shows in Milan and, with In Style’s Charla Lawhon and Hal Rubenstein, Wallpaper’s Jeremy Langmead and editors of In Style UK and Marie Claire UK also nearby, it struck him, he said, that “suddenly you had a Time Inc. presence at the shows. It fulfills Ann Moore’s objective of moving more seriously into women’s magazines, whether lifestyle or service or fashion.”

But what about shelter? Time Inc. has been dancing around the category for months, nearly greenlighting before shelving a U.S. version of the U.K.’s Living Etc., and In Style has just published its first Home special issue. Time Style & Design also touches upon shelter topics, and Time Inc.’s Southern Progress division has a shelter prototype named Cottage floating around.

“The guiding hand from 34 is not very firm,” said Pearlstine, in an allusion to Time Inc.’s decentralized approach to development.

“The question with design magazines is always whether there is enough endemic advertising,” he added. “But there are obviously opportunities.”

To access this article, click here to subscribe or to log in.

load comments
blog comments powered by Disqus