While Squires solves that riddle, he’ll leave his day job as head of the “news business unit” (Time, Fortune, Money, etc.). In his place will be… Moore, who is already running the company’s style group.

I chatted briefly via email with Squires, who is good-natured about the assignment. But I have to take issue with him (and everyone else who uses this example) re iTunes. Apple (AAPL) didn’t prove that people are willing to pay for content online–we’d already seen that (at The Wall Street Journal, among other examples). Apple proved that people are willing to pay for portions–that would be songs–of products that were previously only sold in bundles–that would be CDs.

You can debate whether this was terrible for the music industry or simply the least-bad option. But I don’t think it makes sense to compare the experience of the music industry with news and other Web content that people aren’t used to paying for in any form.

Here’s my Q&A with Squires:

MediaMemo: I’m struck by Ann’s “genie” reference–are we meant to take that in a tongue-in-cheek way, or do you folks really think you can put the free-content genie back in the bottle? Or am I misinterpreting that?

John Squires: We’re not unrealistic about the challenge, but iTunes showed people will pay for something attractively packaged and fairly priced that they once got for free….We also wanted to get your attention. So I guess we’re genies.

MM: Do you imagine that Time Inc. will be taking content that’s currently available for free online and putting it behind a pay wall? Or are you more focused on creating new products you can charge for?

JS: This is part of what we’ll be testing. Certainly some online content will remain free because we’re eager to keep our large online audiences (over 26 million Nielsen uniques) and successful advertising model. Some other online content may be subscription-based. And the content we create for mobile readers will be a completely new experience, with different design and functions that we think consumers will want to pay for.

MM: Haven’t heard Time Inc.’s voice in the “Google isn’t playing fair” chorus. How much, if any, energy are you spending on getting the search engine to help you/take less from you, etc.?

JS: We’re not part of that chorus at the moment.

MM: Is this a permanent assignment or will you go back to News at some point?

JS: We’ll see what comes out of this assignment.

And here’s the companywide memo from Moore:

To:       Time Inc. Employees

From:   Ann Moore

Re: How to Put the Genie Back Into the Bottle; Special Assignment for John Squires

It won’t be a revelation to any of you that the publishing business is changing rapidly. While print magazines are not going away, and while we have built vibrant websites with over 26 million unique visitors and 750 million pages views each month, it’s increasingly clear that finding the right digital business model is crucial for the future of our business. We need to develop a strategy for the portable digital world and to refine our views on paid content.

Given the magnitude of the opportunity, I have asked John Squires to take on a new role and devote his full time efforts this summer to developing the best business plan for the future. John’s qualifications for this assignment are ideal. He has a strong background in consumer marketing and digital content and has stature in the publishing industry, as well as with digital software and hardware companies. It is likely we will be seeking partners and allies in our quest to ‘put the genie back into the bottle’.

As many of you know, we are currently pursuing four related initiatives:

1.    Evolving our current website businesses by identifying and developing consumer revenue streams.

2.    Accelerating the creation of applications for smartphone platforms.

3.    Developing new products and business models for portable digital readers.

4.    Exploring partnerships with other publishers to develop the optimal retail store for our digital products.

John will need the support of many, including Consumer Marketing, Legal, Strategy and Business Development, and the Time Inc. titles. Please pitch in with all your resources available when he calls.

During this assignment, similar to the role I’m playing at the Style and Entertainment Group, I will assume responsibility for the News Business Unit.

A.M.

Except that it’s not. At the end of last year, AOL was averaging 109 million unique visitors a month. So who are these people?

Turns out there’s a good chance they look like your mother–if your mom is somewhere between the ages of 45 and 64, and uses the site to get a little “me time.”

That’s according to Digitas, the ad agency working on behalf of the portal’s core AOL.com property. And now AOL wants that audience to become just a touch more youthful, via an ad campaign slated to launch this spring.

Here’s how AOL sees AOL.com, according to a document Digitas circulated to Web publishers last month:

AOL.com offers an escape from the daily grind with its window into news, entertainment, lifestyle, finance/money, social networking and helpful tools to manage a busy lifestyle. Users get all the ‘snacks’ they need by taking a break for some ‘me time’ at AOL.com.”

And here’s the site’s sense of its users–and who it would like its users to actually be following the online ad campaign, scheduled to run from April through July:

AOL traditionally appeals to a core 45-64 year-old female audience. With this campaign we aim to skew a shade younger.

PRIMARY TARGET–We will primarily target a slightly younger Gen X/Baby Boomer female. She may be a busy household manager looking for ways to economize. Beyond task based internet use, she often turns to the online world as a means to relieve stress and escape her day by indulging in soft news, relevant tips, email, shopping. etc.  We have coined these women ‘i-Browsers.’”

Specifically, AOL/Digitas says, it’s going after women ages 30-44 who don’t currently come to the site. It also wouldn’t mind targeting women ages 45-54, and adults of both genders between 30 and 54.

And just to be clear–neither AOL’s existing demo nor its desire to shift that demo a bit younger is a bad thing.

In fact it’s a great thing, at least right now: Advertisers aren’t spending much money trying to sell cars or financial products these days, but they’re still trying to move food, clothing, cleaning products and other stuff that falls under the “consumer packaged goods” rubric. Stuff that women (still) buy for their families. So no need for AOL to  be bashful about reaching that audience.

[Image credit: freeparking]

In October, Mahalo.com founder Jason Calacanis laid off staff at his human-powered search engine. Then he announced he was hiring engineers for a mysterious new “Project A.”

Today he’s unveiling it: An “answers” service designed to compete with one of Yahoo’s most successful sites.

Like Yahoo Answers, Mahalo’s new product relies on users to answer other users’ questions. Unlike Yahoo’s (YHOO) site, Calacanis promises to give his most prolific answer-givers a chance to make money, via a virtual currency they can earn by answering questions.

The proposition: Users can ask questions for free. But they can also buy “Mahalo Dollars” using real money and reward people who answer their queries. Users can eventually cash out the Mahalo currency they earn for real dollars, with Calacanis taking a 25 percent cut.

This aligns him with a growing number of Internet execs who think they can make money via virtual goods and currencies. That’s worked well for Asian companies and a handful of Western videogames, like Activision Blizzard’s (ATVI) World of Warcraft. But the market for virtual stuff has yet to appear at most U.S.-based Web sites.

Still, Calacanis thinks he’s got a better shot of making it work next year than his original plan for 2009: Selling ads on his site besides the ones he runs from Google’s (GOOG) AdSense. “I think it’s going to be very hard to make money selling ads,” he said. “The market needs this more than it needs us out there trying to sell inventory.”

All of this supposes that people are actually willing to pay for advice they get over the Internet. I’m dubious, but then again I had no idea Yahoo Answers was as successful as it was until Calacanis walked me through the user stats in his demo*: 24 million unique users in the U.S., according to Quantcast.

I did try it out myself, and found that Calacanis’s beta users (who are presumably incented to answer as many questions as they can) did a decent job of answering my query about moving my Palm data to my BlackBerry via my MacBook–and much better than the people at Yahoo Answers and Answers.com, who didn’t even try.

But it’s still not good enough. Looks like if I want to get this done I’m going to have to pay someone real cash.

*A note for anyone who ever has to demo a product: Find some way to watch Calacanis go through his paces live if you can. You can get a sense of the experience by reading his tutorial, or by watching video of him in action. But it’s another thing to get it in real time, and watch him simultaneously hype and soft-sell. Really effective stuff.

[Image Credit: Joi Ito]

Last month, the Time Warner (TWX) magazine unit announced a sweeping reorg that is expected to cost about 600 employees their jobs. But the details have yet to be announced.

That started changing today, but my understanding is that the cuts won’t be accomplished with one swing of the ax, which is unfortunate for everyone involved.

Today’s memos will at least add some clarity, and I’ll republish them here as I get them, with your help. As always, I keep all correspondence anonymous: peter@allthingsd.com.

So far I’ve collected memos from four of the five titles, but am still looking for details on Money. Time, SI, People and Fortune are looking for 90 volunteers to leave their jobs.

Bear in mind that these memos only deal with editorial jobs. I’m assuming there are also significant cuts planned on the business side. Details as I get them.

[UPDATE: Some cuts on the business side, too. The company has laid off 92 people from its consumer sales and marketing group.]

Fortune managing editor Andy Serwer doesn’t spell out the number of volunteers he’s looking for in his note, but I’m told he informed staff today that he needs about a dozen positions eliminated:

Unfortunately, we will need to reduce staff at Fortune in the writer-editor, writer-reporter, designer, editorial assistant and copy coordinator Guild categories, and we are asking for a number of volunteers to leave the company with a severance package. If you are interested in confidentially exploring this option, please contact Dawn Dunlop in HR at [redacted] or Edith Fried at [redacted] by Friday, November 21, 2008. If we do not have enough volunteers, we will need to begin a process of involuntary layoffs. For your reference, the Company’s severance formula is in the Guild contract and is also posted on Time Traveler.”

Sports Illustrated needs 40 bodies gone within two weeks, says managing editor Terry McDonnell:

For the reasons outlined in Ann Moore’s reorganization announcement of 10/28/08, the Sports Illustrated Group will reduce the size of its staff across all properties. At the magazine, we will reduce staff in the following guild-covered categories:

• copy editors
• photographers
• designers
• photo equipment technicians
• picture catalogers
• picture researchers
• reporter-researchers
• research assistants
• writer-editors
• writer-reporters

A number of jobs not covered by the guild will also be eliminated at the magazine and across the group.

Approximately 40 guild and non-guild volunteers are needed over the next two weeks to avoid involuntary job eliminations. If the number of volunteers falls short by Monday, December 1, involuntary layoffs will begin.”

People wants to drop 18 editorial employees (via Gawker):

As part of a broad Time Inc. work force reduction, I regret to announce that People magazine will be making cuts in its editorial staff. We are looking for the volunteers to accept severance packages in the following Guild-covered job classifications:

• up to 6 reporter-researchers
• up to 4 Los Angeles-based staff members from among staff correspondents and writer-editors
• up to 4 New York-based staff members from among staff correspondents, writer-editors and writer-reporters
• up to 3 copy editors
• 1 research librarian

We are also looking for up to two Guild-covered volunteers each in the Art Department and photo department, and one in the News Bureau.

In addition to this call for Guild volunteers, non-Guild employees may inquire about the possibility of volunteering for a severance package.

I urge all those interested to contact People’s human resources representatives [redacted] for details regarding their particular package.

In addition to the above cuts, we are looking for savings from full-time staffers interested in working a four-day week (Tuesdays off) for commensurate salary. This call is voluntary, and final decisions will be made based on business needs and management discretion.

The call for volunteers expires on Dec 1. If necessary, after that we will follow the Guild contract procedure for conducting involuntary layoffs in Guild categories.

If you have any questions, please see me or your department heads.”

Time is looking for 20 volunteers (via Newsweek.com editor–and former Time employee–Mark Coatney):

Due to the corporate restructuring, we need to reduce approximately 20 staffers at TIME across the following guild-covered categories: edit traffic assistant, writer-editor, staff correspondent, writer-reporter, reporter-researcher, designer, research cataloger and research librarian.

Volunteers in these positions or any others can raise their hands any time in the next two weeks. If we do not have enough volunteers by Monday, November 24th, we will begin a process of involuntary layoffs.”