Whither the Time.com redesign? The website redo was initially expected to be out around "the fall" and then it was expected in November. Now, with December almost gone, CapitalNY was saying the new target is January.
Time.com Managing Editor Edward Felsenthal hinted it could take a bit longer.
"I'd expect it in the next three to six weeks," he told Media Ink on Thursday.
Time Managing Editor Nancy Gibbs, who succeeded Rick Stengel as the top Time editor in September, is trying to give the digital team a higher profile, aware that there was grumbling in the digital ranks about second-class status under her predecessor.
One of her first moves after her appointment was to reschedule the Time.com news meeting into the same sessions where the weekly print edition is planned.
Back in mid-November, Gibbs told Media Ink that she expected the website to relaunch "in the next couple of weeks," but even then seemed to suggest it was a moveable feast.
"At various times, it had different dates attached to it," she said, "but I'm not terribly focused on a fixed date."
She did say, "We want to have it customized geographically, and we want it to be bigger, broader and more global."
The outside design firm is Big Human, which has done projects such as the travel site Jetsetter, but counts Time.com as its first 24/7 news site.
And the project is getting more complicated, as Ripp wants to see more video available on the site.
Felsenthal, who has hired about 30 people in advance of the redesign, said that it "will have a template for multimedia products" and that the redesign will probably be rolled out in three phases.
Native advertising — content that is paid for by advertisers and made to mimic the journalistic content — will be part of the redesign as well, although the site is already running some of the long-form ads.
While Time.com traffic is growing, general news is a brutally competitive category and Time is still a long way from being able to crack the top 10 news sites.
With just under 19 million users checking it out on all platforms in the US in October according to comScore, Time.com set a new site record.
Felsenthal said that Omniture, which tracks international visitors, puts the traffic at 40.5 million for the month of December — another site record.
The Time.com redesign is one of at least three big moves that are believed to be on tap for early in the new year by Time Inc.
Sports Illustrated, which reclaimed control of the business side of its website from Turner Sports Network, is expected to unveil its redesign early next year as well.
And, of course, Fortune is facing the end of its joint venture with CNNMoney on May 31, so the business mag will have to relaunch under its own brand by June 1.
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