The Web site, a partnership between the two companies, contains more than 7 million photos from their archives and about 3,000 images added daily, ranging from breaking news to historic content. The companies are also planning for interactive elements that will allow users to create their own books and magazines, or timelines of their lives with historic photographs. It launched March 31.
While the Web site is new, the media outreach effort is taking advantage of the brand cachet attached to Life and Getty, said Colleen McMillen, associate director of corporate communications at Time Inc., the parent company of the Life brand.
"You don't have to educate consumers on what Getty or Life are; they're two very strong brands," she said.
Time Inc. sells various consumer items under the Life brand, although the periodical of the same name went out of print after three reincarnations, the last of which, a newspaper insert, ceased publication in 2007.
Aided by Getty's AOR Edelman, the companies are conducting outreach to consumer publications and media and photography trade outlets, trying to hit a diverse consumer target audience, McMillen noted. The two firms also invited a range of journalists to an embargoed pre-launch tour of the Web site.
The initiative, which is using the tagline "See your world," is not employing events or celebrity spokespeople, but the Web site does feature the contributions of "celebrity curators." Its first was comedienne and talk show host Ellen DeGeneres.
"There is strong interest in photography among consumers, and it's something that touches all sorts of people," adds McMillen.
The effort's budget is undisclosed.