Time launched LightBox on 14 May 2011 – 18 months after Kira Pollack joined the news weekly as its director of photography.
More than just a pet project for Time’s photo department, LightBox was the opportunity for Time to create a portal for great photography. “When I started at Time in 2010, it was something I felt was missing online,” says Paul Moakley, Time deputy photo editor. “I felt Time didn’t have a strong photo presence, particularly for a magazine that’s mostly driven by photography. Before LightBox, Time.com’s gallery format was just not a satisfying experience.”
The public’s response, two years after LightBox’s launch, has been incredible, says Moakley. “We don’t want to be driven by traffic, but we’re incredibly flattered when we hear people say that they visit LightBox every day, and that our traffic continues to increase. We feel really positive about it.”
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