Time Inc. to take page from National Geographic playbook

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Time Inc. will borrow a page from the National Geographic playbook to revive its declining print empire.

Joe Ripp, the chief executive of Time Inc., who has unnerved old timers at America's largest magazine publisher with deep cost cuts and controversial decisions, said he is taking cues from National Geographic's transformation from a sleepy not-for-profit print publication into a "multimedia powerhouse" in cable television and online.

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"I did not come back to bleed Time Inc.," Ripp said in an interview with Re/code's Peter Kafka at Code/Media Series: New York.

This news item is excerpted from a longer column, which can be read here.

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By Kenneth Li, Re/code.net.

CNBC's parent NBC Universal is an investor in Re/code's parent Revere Digital, and the companies have a content-sharing arrangement.

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