Time Europe to raise its profile

Time Atlantic, the European arm of the US magazine and part of Time Warner, has appointed its first director of public affairs.

Time Atlantic, the European arm of the US magazine and part of Time

Warner, has appointed its first director of public affairs.



The newly-created role will be filled by Emma Gilpin, former corporate

head at Freud Communications. She will report to the editor, Chris

Redman and the president, Wil Merrit, and has responsibility for PR in

Europe, the Middle East and Asia.



’It is a strategic move to elevate the brand,’ she said. Initial efforts

will be concentrated in Europe, before being rolled out to her other

areas of responsibility over the next few years. Gilpin will recruit a

team over the next two to five years, but will initially use agencies

tactically around Europe. None have been signed yet and at present she

has one assistant.



Time decentralised editorial responsibility from the US to local regions

five years ago, but it has not made much of this fundamental change,

Gilpin explained. Time was still primarily viewed as a US product, she

said.



Time Europe aims to appeal to a younger audience. ’We are making the

product more European by upping the content,’ she said. Some sections of

the magazine will be redesigned, with more graphics and increased

technology coverage.



PR was primarily handled from the US before, Gilpin said. It tended to

concentrate on advertisers rather than readers. ’There was no-one

concentrating on editorial.’



As well as the US and London, Time has offices in South America, Asia

and Australia. Before Freud, Gilpin was a director with Boston-based

financial PR consultancy Hubbell Group.



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