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Smithsonian Media Partners With Time Inc.'s Corporate Sales
Monday, February 1, 2010
Steve Cohn

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Smithsonian Media Properties, the for-profit unit of the Smithsonian Institution, has entered into an agreement with Time Inc. to become part of the latter's corporate sales and marketing, which is led by Leslie Picard. Deal enables the 2 million circulation Smithsonian magazine, which will celebrate its 40th anniversary in 2010, to be part of joint advertising/marketing ventures with everything from Time and People to Cooking Light and Real Simple. In all, Time Inc. publishes 21 magazines with 26 Web sites.

Smithsonian group publisher Kerry Bianchi and her staff remain intact as the agreement is called an "enhancement."   It has similarities to the 18-year management services agreement between Time Inc. and American Express Publishing (Food & Wine, Travel + Leisure),  but the latter also extends to the nonadvertising side with Time Inc. managing AmEx Publishing's paper buying and distribution.  The sales and business staffs at AmEx Publishing, too, are independent.
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