The magazine is looking to reach value-conscious American women. The magazine will cover a range of topics from interpersonal relationships to home repair, while providing real-life, practical solutions and encouragement in a high-quality editorial environment.

Time chairman and CEO Ann Moore was quoted in a company release saying, " Our target reader is self-reliant and down-to-earth with realistic expectations. This is a genuine growth opportunity for Time's group of women's magazines, which collectively reaches over 45 million women in the US with such titles as People, In Style, Real Simple, Parenting and Health."

Time publishes around 130 regular-frequency titles with 300 million readers.