From Dotdash Meredith to People Inc.: What the rebrand means for brands, editors, and audiences

Amanda Coffee is CEO of Coffee Communications and ex-Under Armour, PayPal and eBay.  

In July, Dotdash Meredith became People Inc., a move designed to simplify its story and sharpen how its brands show up in culture.

At the center of that shift sits People, alongside a portfolio that includes InStyle, where social-first storytelling and branded entertainment now drive real scale.

In this conversation, Leah Wyar, president of entertainment and beauty & style group at People Inc., explains what the rebrand signals for marketers, how the first-ever People x InStyle flip issue came together, and why episodic social content like “The Intern” has become a core growth engine.

Their message to communications leaders is direct: protect brand identity, collaborate with intention, and treat social not as a channel, but as a place to build worlds audiences want to return to.

Q&A with Leah Wyar, president, entertainment and beauty & style group, People Inc.

Dotdash Meredith rebranded to People Inc. in July. What should communications and marketing professionals know about the strategic shift?

The rebrand to People Inc. is about clarity and focus. We chose a name that reflects the strength and trust of our flagship, the People brand, while signaling a company-wide commitment to human-centered storytelling and audience connection. We’re simplifying our corporate narrative, unifying our portfolio under a more recognizable identity, and making it easier for partners to understand who we are and what we stand for. Ultimately, People Inc. represents a sharper platform for collaboration, brand storytelling, and long-term growth.

Can you share a bit of behind-the-scenes on fall’s double People and InStyle issue—the first-ever flip issue with both covers? How do the People Inc. brands strategically share content and audiences?

The flip format gave us the opportunity to do something truly innovative: two covers, two distinct brand voices and one intentional experience. Behind the scenes, we were deliberate about protecting each brand’s DNA. People emphasized access, humanity, and cultural relevance, while InStyle showcased its authority in beauty and fashion. This wasn’t about blending the brands, but about letting them collaborate where it made sense. After all, InStyle was born out of People more than 30 years ago, so a strong connection between the two has always existed.

Strategically, it’s a great example of how People Inc. shares audiences without diluting identity. We collaborate on insights, talent, and scale, while maintaining clear editorial points of view. The result is deeper engagement, organic audience crossover and a more modern reflection of how people actually consume media today.

How is People Inc. reaching Gen Z?

At People Inc., reaching Gen Z is really about understanding where they consume content and what matters to them. This generation values authenticity, community and meaningful storytelling — they don’t just want to see a brand, they want to feel like they’re part of a conversation. That’s why we focus on creating content that resonates with their interests and reflects real experiences, whether it’s through social media, short-form video, or collaborative campaigns with creators who truly connect with Gen Z audiences. It’s less about broadcasting a message and more about building trust, sparking engagement and providing content that feels relevant and genuine.

What sponsored content  with a People Inc. brand stands out to you as a strong case study of the platform’s reach?

Fossil has been an incredible partner on InStyle’s “The Intern,” and it’s been amazing how naturally the brand fits into the series. The product integration feels true to the story and effortless and fun, like you’re in on the joke, and InStyle really nailed highlighting Fossil’s spokesperson, Nick Jonas, in a way that feels authentic and culturally relevant. The Intern has also built a seriously devoted audience — surpassing nearly 27 million views as of early December 2025 — and the critical acclaim just reinforces what we’re seeing: fans love it, critics love it, and it’s a great example of how smart storytelling and brand collaboration can really connect. And we’re thrilled Fossil is back for the most recent season. We’re excited to continue that partnership.

What beauty and style features perform best on People Inc.?

Across our portfolio, beauty and style content performs best when it’s culturally relevant, expert-driven and genuinely useful. Audiences respond to stories that connect celebrity and trends to real life — whether that’s inspiration they can shop, routines they can try, or products they can trust. The strongest pieces balance aspiration with accessibility, pairing timely cultural moments with clear guidance and authority. When content is visual, actionable, and grounded in expertise, it doesn’t just capture attention — it builds loyalty and lasting engagement.