Hearst Partners to Distribute Magazine Content via Facebook
Hearst Partners to Distribute Magazine Content via Facebook, IM
Tuesday, April 15, 2008
By Joanna Pettas
Hearst Digital Media has partnered with Spleak Media Network, a hybrid publishing platform that distributes a combination of user generated and professionally-generated content across a variety of networks including Facebook, MySpace, MSN Messenger and AIM, as well as through text messaging.
Hearst, the first mainstream media publisher to partner with Spleak, will provide original content from its Teen magazine, CosmoGirl, Seventeen and eSpin brands to be infused across CelebSpleak, a celebrity-focused network with more than 100,000 active daily users. The branded content will link back to Hearst Web sites and will be available via Web widgets, social networks like Facebook, instant message conversations and text alerts.
“Teens are in a lot of places online,” says Chris Johnson, vice president of digital media for Hearst. Johnson expects Hearst’s partnership with Spleak to bring in “a bit of traffic and a lot of learning” about what their audiences want and how they want to get it.
According to Spleak CEO Morrie Eisenberg, publishers do not pay to be included in the Spleak network. Spleak will eventually leverage its platform into interactive, immersive advertisements through viral quizzes and scavenger hunts where sponsor brands can get involved.
“In the rapidly changing content distribution industry, it’s important to reach audiences whenever and wherever they are interested in engaging with our content,” says Hearst Digital GM/VP Chuck Cordray.
posted by suga @ 8:52 PM
3 Comments
3 Comments:
I think it was a smart move for Hearst to try and capitalize on the facebook trend. With magazines like CosmoGirl and Seventeen, it is about time they made the move. A lot of magazines have become completely digital and have eliminated their print magazines all together. I don't necessarily agree with that. It eliminates "pass-along" readership that is very important on increasing reach with magazine advertisements. This is why I think Hearst's plan is a great one. Don't eliminate, expand. It will definately increase their traffic like they want. Technology is always changing, and Hearst seems to be on top of things.
There was a point where advertising on these social networking sites was hip, edgy, and effective. However, I think that advertisers have to realize that the novelty has worn off to some degree. Ads on The Facebook and MySpace are slowly becoming pop-up ads in the minds of internet users. My suggestion is that advertisers move away from these sites or find a new way to intrigue users before the oversaturation becomes stale.
These social networking sites are really becoming a marketers dream. Not only do they now have access to this fickle demographic in a few specific areas but they have direct information into their interests and activities. We’ve talked about it in posts before but it’s a little scary how much were being watched on sites like this. What may seem our private information is much more accessible then we might think. I think media planning agencies and advertisers in general are very smart to get try and get a leg in on this exploding industry while they can. It will definitely undergo some changes and the more they can stay up with them the better they’ll reach this demographic.
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