Time Inc, the publisher of Marie Claire and NME, has launched a website called Live-Smart which aims to demystify smart technology.
The website has been launched by Time Inc’s new venture unit.
Launching in the UK, Live-Smart aims to explain how smart technology can help with consumer’s day-to-day lives, whether it be through saving money or time.
For instance, the site will feature information on smart energy and smart cars. Funding will come through advertising, including some native content.
Live-Smart will target not only those who have an interest in technology but will also replace tech jargon with straightforward product descriptions.
Keith Walker, digital director, Time Inc. UK’s Innovation Group, says: “The smart tech industry is in rapid growth and our mission is to own this space in the media. Live-Smart is the result of our agile product development strategy that uses insight to identify opportunities and quick testing in the real world to gain key learnings.
"We know that a large proportion of the UK adult population do not understand what smart tech is and Live-Smart provides a solution to this."
Nick Merritt, editor of the site, said: “Experts are forecasting an explosion in consumer spend on smart tech so we are tapping into this market. Live-Smart approaches smart tech from a lifestyle perspective with a focus on how it can improve people’s lives and ease the pain points of everyday life.
"Our agenda is to create content that is accessible to everyone smart tech could benefit, not just tech aficionados, so the content is very personable.”
Merritt will work with a dedicated writer on the site, along with around eight specialist tech writers.
Live-Smart has been launched by Time Inc’s Innovation Lab, which launched last year as Time Inc looked to expand its revenue stream beyond its core print and websites.
The Innovation Lab launched the NME’s daily app last year.
Time Inc is not the first publisher to launch a pure-play technology website. Last year, Conde Nast launched its first technology website Ars Tehnica, which launched in the UK following success in the US.
Dennis, meanwhile, has launched the business technology website Alphr.