People Inc. is an American digital and print media company headquartered in New York City, operating as the largest publisher in the United States and reaching more than 175 million people monthly across over 40 iconic brands.[1][2]Formerly known as Dotdash Meredith, the company rebranded to People Inc. on July 31, 2025, to emphasize its commitment to delivering trusted, intent-driven content that helps audiences make decisions, take action, and find inspiration in areas such as entertainment, health, food, home, travel, and news.[2][3]Key brands under People Inc. include PEOPLE, Food & Wine, Travel + Leisure, Better Homes & Gardens, Verywell, Allrecipes, and REAL SIMPLE, alongside digital properties and print magazines that combine expert journalism with multimedia formats like articles, videos, and podcasts.[2][1]As an operating business of IAC Inc., People Inc. focuses on high-quality, audience-centric storytelling and advertising solutions, leveraging data-driven insights to connect brands with engaged consumers without relying on third-party cookies.[1][4]The company's evolution traces back to the 1996 founding of its digital arm as About.com, which IAC acquired in 2012 and rebranded to Dotdash in 2019, followed by the 2021 merger with Meredith Corporation's National Media Group to form Dotdash Meredith and expand into print media. In October 2025, it acquired Feedfeed to bolster its food content and social media capabilities.[5][6][7][8]
Overview
Company description
People Inc. is the largest digital and print publisher in America, specializing in lifestyle, entertainment, and news content made by people for people.[2] The company produces trusted, intent-driven articles, videos, and experiences across its portfolio, helping audiences make decisions, find inspiration, and take action in everyday life.[9] Following its rebranding from Dotdash Meredith in 2025, People Inc. continues to prioritize authentic storytelling that connects with readers on a personal level.[10]As an operating business of IAC Inc., People Inc. reaches nearly 200 million people monthly through its digital platforms and print publications.[11] It oversees more than 40 iconic brands, delivering high-quality content that emphasizes utility and engagement over algorithmic optimization.[9] The "Inc." in its name serves as a nod to its historical roots in Time Inc., evoking a legacy of journalistic excellence and cultural influence.[10]In an increasingly AI-driven media landscape, People Inc. distinguishes itself through a commitment to human-centric storytelling, as articulated by CEO Neil Vogel in the July 31, 2025, rebranding announcement.[2] Vogel emphasized that the company's content is "made by people for people," positioning it to thrive by focusing on genuine connections amid technological shifts.[10] This approach underscores People Inc.'s mission to create experiences that delight, inspire, teach, and entertain in a post-search media environment.[12]
Core business and revenue model
People Inc. engages in the publishing of print magazines, digital articles, newsletters, and podcasts, primarily across lifestyle categories including entertainment, food, travel, and health. The company's core operations center on producing intent-driven content that connects with audiences seeking practical advice, inspiration, and storytelling, delivered through a portfolio of established brands. This multifaceted approach allows People Inc. to maintain relevance in both traditional and emerging media formats, with a strong emphasis on quality journalism and user engagement. Primary revenue sources include advertising (display ads, sponsored content, and programmatic partnerships across digital and print), performance marketing (affiliates and e-commerce commissions from product recommendations), licensing and other, and subscriptions (such as for People magazine) along with live events.[13][14]In Q2 2025, digital revenue reached $260.4 million (up 9% year-over-year), comprising advertising ($161.2 million, up 5%), performance marketing including affiliates ($61.1 million, up 14%), and licensing/other ($38.1 million, up 23%), while print revenue was $173.5 million (down 9%). Overall, this structure supported a total quarterly revenue of $427.4 million, with digital channels driving the majority of growth. In Q3 2025, total revenue was $429.8 million (down 2% year-over-year), with digital revenue increasing 9% to $269 million, though advertising revenue declined; the company also announced an AI content licensing agreement with Microsoft on November 4, 2025, to provide content for AI training and generate new revenue streams.[15][10][16]Following its July 2025 rebrand, People Inc. has adopted a post-search strategy focused on direct audience relationships to mitigate reliance on Google traffic, which now accounts for only 28% of sessions. This involves enhancing engagement via proprietary apps, personalized email newsletters, and social media channels to foster loyalty and diversify traffic sources. Key metrics as of Q3 2025 include dozens of print titles, more than 40 websites, and a monthly reach exceeding 200 million unique users, underscoring the scale of its audience amid these strategic shifts.[17][13][18]
History
1996–2005: Founding as About.com and early acquisitions
About.com was founded in 1996 by entrepreneur Scott Kurnit as The Mining Company, an innovative online platform designed to provide user-friendly guides on diverse topics through content created by independent experts. The site officially launched on April 21, 1997, and was rebranded as About.com in 1999 to better reflect its mission of delivering authoritative, expert-driven information across hundreds of subjects, ranging from health and finance to hobbies and technology. By its early years, the network featured contributions from approximately 500 guides—subject-matter specialists who authored articles, curated links, and built community resources, distinguishing it from algorithm-based directories like Yahoo.[19]The platform experienced rapid growth during the late 1990s internet boom, capitalizing on increasing online adoption. By 2000, About.com ranked among the top 10 web properties according to Media Metrix, recording over 13 million monthly hits and attracting a broad audience seeking practical, human-curated advice. This expansion culminated in its initial public offering in 1999 and positioned it as a key player in the emerging digital content space. In October 2000, amid the height of dot-com enthusiasm, Primedia Inc. acquired About.com in an all-stock transaction initially valued at $690 million, though the deal's worth declined to about $480 million following a sharp drop in Primedia's share price.[20][21]Under Primedia's ownership, About.com navigated significant headwinds from the dot-com bust beginning in 2000, as investor confidence waned, stock markets crashed, and advertising revenues plummeted across the internet sector. Primedia, already leveraged with substantial debt from the acquisition, encountered operational difficulties; its CEO Tom Rogers departed in 2003 amid criticism of the company's aggressive digital expansions, including the About.com purchase, which contributed to broader financial strains. To adapt, About.com shifted toward a sustainable ad-supported business model, emphasizing display ads and partnerships that monetized its expert content without relying on speculative valuations. This resilience helped stabilize the platform despite the turbulent environment.[22]The period concluded with a pivotal ownership transition in February 2005, when Primedia sold About.com to The New York Times Company for $410 million in cash, reflecting the site's enduring value as a content network with 22 million monthly unique visitors at the time. This acquisition provided fresh capital and strategic alignment, paving the way for international growth and deeper integration into mainstream media operations.[19]
2005–2012: New York Times ownership and international expansion
In February 2005, The New York Times Company acquired About, Inc., the operator of the informational website About.com, from Primedia for $410 million in cash.[19] This purchase marked a significant step in the company's digital expansion strategy, integrating About.com into its broader online operations to diversify beyond traditional print media and leverage its network of expert-authored content on diverse topics.[23] Under New York Times ownership, About.com maintained its core model of user-generated guides while benefiting from enhanced resources for content production and distribution.The period saw initial efforts to enhance About.com's offerings, including the introduction of multimedia elements. By the late 2000s, the site began incorporating video content to complement its text-based guides, allowing experts to produce short instructional clips on topics ranging from health and finance to hobbies.[24]Mobile optimization followed, with the launch of mobile-friendly versions and early apps to support access on smartphones, aligning with the rise of iOS and Android platforms during this era. These developments helped drive user engagement as digital consumption shifted toward portable devices.International expansion became a key focus, starting with the 2008 launch of Abang.com, About.com's first fully owned overseas site targeting the Chinese market.[25] Abang.com adapted the parent site's guide format for local audiences, partnering with platforms like Baidu to offer Q&A features and culturally relevant content in categories such as lifestyle and education. In 2011, About.com debuted its first Spanish-language channel, About en Español, as part of a broader push to serve non-English speakers with translated and original guides on subjects like parenting, cooking, and personal finance.[26] These initiatives aimed to tap into global audiences, though they required adaptations for regional languages and regulations.About.com experienced robust growth during this time, reaching approximately 38 million unique monthly visitors by 2009, with a demographic skewed toward educated professionals.[27] Ad revenue from the site rose steadily, providing a counterbalance to declines in the parent company's print advertising, with About.com contributing $32 million in the second quarter of 2010 alone—a 23.6% increase year-over-year.[28]The 2008 global financial crisis posed challenges, prompting The New York Times Company to implement company-wide cost-cutting measures, including staff reductions and operational efficiencies that affected digital units like About.com.[29] Despite these pressures, About.com remained a profitable asset, helping to stabilize the company's overall earnings through the recession. In August 2012, The New York Times Company sold About.com to IAC for $300 million, ending its ownership of the property.[30]
2012–2017: IAC acquisition and operational relaunch
In August 2012, IAC/InterActiveCorp acquired The About Group, which included About.com, from The New York Times Company for $300 million in cash.[31] The acquisition positioned About.com within IAC's Search & Applications segment, alongside properties like Ask.com, enabling synergies in search traffic and content distribution.[32] This move marked a strategic shift for IAC to bolster its digital media portfolio, with About.com contributing approximately 100 million monthly unique visitors at the time.[33]Following the acquisition, About.com underwent initial restructuring to align with IAC's operational framework, but significant revitalization efforts accelerated under CEO Neil Vogel, who assumed leadership shortly after the deal and intensified reforms by 2016. Vogel prioritized SEO optimization by enhancing content authority and reducing reliance on outdated user-generated models, aiming to improve search rankings through expert-reviewed articles and structured data.[34] This included hiring professional editors and investing in mobile-friendly designs to capture growing organic traffic from Google.[35]The culmination of these efforts came in May 2017 with the rebranding to Dotdash, transitioning from a centralized, user-contributed encyclopedia-style site to a portfolio of professionally curated vertical brands. This relaunch involved launching over 20 specialized sites, such as Verywell for health, The Balance for personal finance, and The Spruce for home improvement, each focusing on high-quality, expert-driven content to build trust and authority in niche categories.[36] The shift emphasized editorial rigor over quantity, with About.com's legacy domain retired to redirect traffic to these new properties.[37]Key milestones during this period included substantial audience growth and diversification of revenue streams. Dotdash's monthly unique visitors surged 37% to approximately 67 million by December 2017, driven by improved SEO and targeted content strategies.[38] Early e-commerce integrations, primarily through affiliate partnerships, generated $7 million in commissions that year, representing about 10% of total revenue and laying the foundation for performance-based monetization.[39]
2017–2021: Dotdash rebranding and growth
In 2017, under IAC's oversight, the company completed its rebranding from About.com to Dotdash, reorganizing its content into dozens of expert-driven vertical sites across categories such as health (e.g., Verywell), autos (e.g., The Car Connection), and parenting (e.g., Verywell Family).[36][40] This shift emphasized high-quality, topic-specific content created by subject-matter experts, moving away from a general search-oriented model to targeted, audience-focused publishing. The rebrand, announced in May 2017, aimed to enhance user trust and advertiser appeal by leveraging the "dot" motif from the original logo while building distinct brands that collectively reached over 100 million monthly users.[40]Dotdash's revenue grew substantially during this period, from approximately $116 million in 2017 to $252 million in 2020, with continued expansion into 2021 before the Meredith merger.[41][42] This growth was primarily driven by programmatic advertising, which benefited from increased traffic—up over 50% organically in some quarters—and higher rates for display ads across verticals like health and finance.[43] Performance marketing, including affiliate commissions, also contributed significantly, with double-digit quarterly increases in display and performance revenue throughout 2018–2020.[44] By 2021, quarterly revenues reached $65–73 million, reflecting sustained momentum from these ad strategies.[45]Key initiatives included the expansion of video content production and strategic e-commerce partnerships. In 2019, Dotdash launched collaborative projects with Amazon, such as an exclusive millennial-targeted paint line under the KILZ brand sold via Amazon's platform, bolstering its affiliate sales arm and integrating commerce directly into editorial content.[46] This partnership enhanced revenue diversification beyond ads, with performance marketing growing 37–99% year-over-year in key quarters.[47] Additionally, Dotdash invested in multimedia, including video series tied to its verticals, to engage audiences and attract premium advertisers.[48]The company's achievements were recognized with multiple industry awards, including Digiday's Publisher of the Year in 2018 for its innovative vertical strategy and audience growth.[49] Dotdash repeated as Publisher of the Year at the 2020 Digiday Media Awards, highlighting its leadership in digital publishing amid competitive challenges.[50] These honors underscored Dotdash's transformation into a high-performing media entity focused on expert content and scalable ad solutions.
2021–2025: Meredith merger and pre-rebrand developments
In October 2021, IAC's Dotdash announced its acquisition of Meredith Corporation's National Media Group for $2.7 billion in an all-cash transaction valued at $42.18 per share, aiming to merge Dotdash's digital expertise with Meredith's portfolio of print publications.[51] The deal, which received regulatory approvals, closed on December 1, 2021, forming Dotdash Meredith and integrating Meredith's 25 magazines—such as People, Better Homes & Gardens, and Southern Living—with Dotdash's online brands to create the largest digital and print publisher in the United States.[52] This merger positioned the company to serve nearly 200 million people monthly across its combined platforms, reaching over 95% of U.S. women.[7]The integration process focused on migrating Meredith's titles to Dotdash's technology stack, though delays in this transition contributed to underperformance in 2022, including slower-than-expected revenue growth from the acquired assets.[53] By 2023, the combined entity had expanded its audience to more than 200 million consumers, leveraging synergies between digital content and traditional magazine subscriptions to drive engagement.[54] Despite these advances, the company encountered significant challenges from the ongoing decline in print advertising, accelerated by the COVID-19 pandemic's impact on ad spending; print revenues fell 21% year-over-year to $206.8 million in the second quarter of 2023, prompting layoffs and the cessation of print editions for six magazines in early 2022.[55][56]To address these pressures, Dotdash Meredith pivoted toward a hybrid revenue model emphasizing digital growth, with online revenues comprising about 30% of Meredith's pre-merger total but accelerating post-integration through advertising, performance marketing, and expanded digital subscriptions for premium content access. In May 2024, Dotdash Meredith signed a multi-year licensing agreement with OpenAI, providing content to train AI models and integrate into ChatGPT, valued at a minimum of $16 million annually.[57] Digital revenues rose 10% to $311 million in the fourth quarter of 2024, marking four consecutive quarters of double-digit growth, while print continued to contract by 9%.[58] In 2024, amid broader industry consolidation and economic uncertainty, the company conducted a strategic portfolio review, prioritizing core titles like People and optimizing operations by cutting 53 print-related jobs—representing 1.5% of its workforce—to focus resources on high-engagement digital-first experiences. In January 2025, Dotdash Meredith laid off 143 employees, approximately 4% of its workforce, to streamline operations and prioritize advertising growth amid a shifting media landscape.[59] This approach helped stabilize overall revenues at $1.8 billion for the year, with digital accounting for over $1 billion.[60]
2025: Rebranding to People Inc. and strategic shift
On July 31, 2025, Dotdash Meredith announced its rebranding to People Inc., with CEO Neil Vogel emphasizing the shift to center the company's identity around its flagship publication, People magazine.[14][61] The move followed the 2021 merger with Meredith Corporation, which had integrated legacy Time Inc. assets including People.[62]The rebranding signaled a strategic pivot toward a post-search media landscape, prioritizing human-centric storytelling and authentic content creation over AI-generated alternatives.[17][63] Vogel described the name as a narrative of "people creating things for other people," while the "Inc." suffix honored the Time Inc. legacy, where People originated in 1974, and the new logo incorporated hand-drawn letterforms reminiscent of Time Inc.'s heritage along with a colored dot nodding to Dotdash's digital roots.[61][10]Initial changes included updated logos and a unified branding rollout across the company's digital and print platforms, with a focus on investing in 19 core titles like People, Allrecipes, and Health to drive growth.[17] This effort contributed to a 9% increase in digital revenue to $269 million in Q3 2025, attributed to performance marketing, licensing, and direct traffic initiatives.[64] In November 2025, People Inc. announced an AI content licensing deal with Microsoft, enabling its content to be used in Copilot and other AI products as part of its broader AI strategy.[65] No major layoffs were announced as part of the transition.[3]The rebrand received positive coverage, with The Wall Street Journal highlighting its embrace of a 50-year-old brand to confront AI challenges, and Adweek praising the strategic clarity in leveraging iconic equity for audience and advertiser appeal.[3][61]
Brands and publications
Flagship brands
People magazine, launched in 1974 by Time Inc., serves as the cornerstone of People Inc.'s portfolio, delivering weekly coverage of celebrity news, human-interest stories, and entertainment trends. As the company's namesake brand following the 2025 rebrand, it maintains a robust print circulation of approximately 1.2 million subscribers while reaching over 77 million unique digital visitors monthly. This dual-platform presence underscores its role in anchoring People Inc.'s strategy to prioritize trusted, audience-centric content in a shifting media landscape.[13][66]Complementing People are other flagship titles that dominate their respective verticals and collectively amplify the company's reach to hundreds of millions, including Food & Wine (food and drink), Travel + Leisure (travel), Better Homes & Gardens (home and garden), and REAL SIMPLE (lifestyle). Allrecipes, a community-driven platform for home cooks, attracts more than 60 million users each month through user-generated recipes, ratings, and cooking resources, establishing it as a leading authority in food content. Similarly, Verywell, focused on health and wellness, draws over 38 million monthly visitors seeking expert-reviewed advice on medical topics, parenting, and mental health. Investopedia, the premier finance education site, engages around 26 million users per month with in-depth explanations of investing, markets, and personal finance concepts.[67][68][69]These brands exemplify People Inc.'s emphasis on high-engagement, vertical-specific publications that drive the majority of the company's traffic and user loyalty post-rebrand. By centering the corporate identity around People while leveraging the scale of Allrecipes, Verywell, and Investopedia—each surpassing 10 million monthly users—the portfolio fosters integrated storytelling and advertising opportunities across entertainment, lifestyle, and informational categories. This strategic focus has positioned People Inc. as America's largest digital and print publisher, with flagship titles contributing significantly to its overall audience of more than 175 million monthly uniques as of July 2025.[17][1]
Digital platforms and verticals
People Inc. maintains a portfolio of over 40 websites, organized into approximately 10 content verticals that cover diverse topics such as health, finance, home and garden, food and drink, beauty, travel, parenting, entertainment, news, and education.[70] These digital properties include specialized sites like TripSavvy for travel advice, Byrdie for beauty and skincare tips, and Serious Eats for in-depth cooking techniques and recipes.[71][72] This structure allows the company to deliver targeted, intent-driven content to users seeking practical guidance across everyday life categories.The company's digital ecosystem extends to mobile platforms and email communications, enhancing user engagement beyond web browsing. Mobile apps for the flagship People brand, launched in April 2025, and Allrecipes provide curated news, recipes, and interactive features optimized for on-the-go consumption.[73][74] Complementing these are newsletters offering personalized updates on topics like celebrity news, meal ideas, and lifestyle trends to foster direct audience connections.[75]Innovations in the digital space focus on user experience enhancements while adhering to ethical guidelines. AI-assisted personalization, introduced as part of 2025 initiatives, uses non-generative algorithms to recommend content based on user behavior, avoiding automated content creation to preserve journalistic integrity.[76]E-commerce integration occurs via the Shop with Us program, which features shoppable articles and product recommendations across brands like Us Weekly and People, enabling seamless purchasing of endorsed items.[77] As of October 2025, these platforms collectively draw more than 175 million unique monthly visitors, with 60% of traffic originating from mobile devices, underscoring the shift toward mobile-first consumption.[1][78]
Leadership and governance
Key executives
Neil Vogel serves as the Chief Executive Officer of People Inc., a position he has held since 2013 after joining the company in 2013 when it operated as Dotdash (formerly About.com). Under his leadership, People Inc. achieved substantial growth, including the 2021 acquisition of Meredith Corporation and the July 2025 rebranding that positioned the company as a flagship for direct-to-consumer media experiences. Vogel's extensive background in digital media stems from his prior role as founder and CEO of Recognition Media, where he developed award shows and multimedia properties focused on creative industries.[79][80][81]Supporting Vogel in the C-suite are key executives driving financial and content strategies post-rebrand. Tim Quinn, appointed Chief Financial Officer and Head of Strategy in 2015, has shaped the company's fiscal approach, particularly in navigating the Meredith merger's integration and adapting to evolving revenue models amid industry shifts like AI-driven search changes. Alex Ellerson, as Chief Operating Officer, directs editorial initiatives, ensuring cohesive storytelling across brands with a focus on integrating People magazine's lifestyle and celebrity content into the broader digital ecosystem.[82][83]The executive team has remained stable with no major leadership changes since the July 2025 rebrand, allowing focus on operational execution amid recent workforce adjustments. Vogel's strategic vision for a "post-search" model—emphasizing owned audiences and premium content over reliance on search traffic—has been prominently cited in company announcements, underscoring the rebrand's aim to future-proof the publisher in an AI-influenced landscape.[10][17][84]
Board of directors
The board of directors of People Inc. provides strategic oversight as an operating business of IAC Inc. The board was chaired by Joey Levin, then-CEO of IAC Inc., from the 2021 merger that formed Dotdash Meredith (now People Inc.) until his departure from IAC in January 2025.[85]Key members include Barry Diller, Chairman of IAC, who has provided strategic oversight for the company since IAC's 2012 acquisition of its digital publishing precursor and assumed greater leadership at IAC following the 2025 reorganization.[85][86]The board plays a central role in governance, approving major strategic initiatives such as the July 2025 rebranding to People Inc. to emphasize its flagship People brand amid digital shifts.[2] It also prioritizes long-term digital transformation, guiding investments in audience engagement and content innovation. The board holds quarterly meetings, with increased focus on environmental, social, and governance (ESG) reporting following regulatory updates in 2023. Executives report to the board through established oversight lines for alignment on operational goals.
Operations
Corporate offices
People Inc.'s global headquarters is located at 225 Liberty Street in New York City, New York, on the fourth floor of Brookfield Place, a property shared with its parent company IAC Inc..[87][9] The New York facility serves as the central hub for digital media operations, including editorial and executive functions..[88]In addition to the New York headquarters, People Inc. maintains a significant office in Des Moines, Iowa, at 1716 Locust Street, which supports legacy print operations inherited from the former Meredith Corporation..[87] This location employed approximately 700 staff members as of 2024, focused on magazine production and distribution..[89] The company also operates a remote-first policy with hybrid arrangements available in its physical offices..[90]The New York headquarters features modern digital studios equipped for video production and content creation, including the Studio at People Inc., an award-winning native content team that handles multimedia campaigns across print, social, and digital formats..[91] In Des Moines, facilities continue to manage aspects of magazine printing and logistics, despite the sale of a former printing plant in 2021..[92]Following the 2025 rebranding from Dotdash Meredith to People Inc., there have been no relocations of corporate offices, ensuring continuity in operations..[93] Sustainability efforts include LEED Gold certification for the Des Moines building, achieved in 2023 through energy-efficient features like 100% LED lighting..[94]
Workforce and culture
People Inc. employs approximately 3,500 people as of October 2025, following a 6% reduction in headcount that affected 226 employees (from a pre-layoff total of about 3,800), with the cuts intended to reallocate resources toward growth in core brands and digital platforms.[95] Earlier in January 2025, the company laid off 143 staff, representing about 4% of its workforce at the time, as part of efforts to streamline operations amid a shifting media landscape.[59] The workforce is distributed across multiple offices, including major hubs in New York City, Des Moines, Iowa, and Birmingham, Alabama.[89][96]The company's corporate culture prioritizes employees as its most vital resource, fostering values such as integrity, creativity, courage, initiative, teamwork, respect, and individual judgment to drive innovation in publishing.[97] People Inc. maintains a vibrant workplace supported by employee resource groups (ERGs), which are employee-led, open to all staff, and focused on building community and professional development.[98] These groups contribute to a collaborative environment that encourages feedback and participation in shaping inclusive content and operations.Diversity, equity, and inclusion (DEI) are central to People Inc.'s culture, with commitments to ensure that employees and audiences from all backgrounds feel seen, heard, and valued across its brands and internal practices.[98] The company integrates DEI into editorial strategies and workplace policies, including expanding content representation and promoting inclusive hiring, though specific demographic statistics are not publicly disclosed.[99] This approach aligns with broader initiatives to reflect diverse perspectives in media production and leadership.