As reported on paidContent, TIME magazine is rolling out niche blogs in an effort to generate more traffic to its website, Time.com. The blogs created so far include Moneyland (finance), Techland (technology), Swampland (politics), and Battleland (military), with plans for more to come later this year. Time.com also expects to add an entertainment blog, and opinion site, and a criminal justice blog, among others.
Refocusing on vertical blogs tends to deemphasize the TIME print brand. While the blogs are run by Time.com, they function as standalone sites. Much of Time.com's traffic is reliant on big news stories; the vertical strategy is designed to keep consistent traffic and ad revenue flowing to the site, independent of national or world events.