Quantcast
return Home

Hearst Magazines Digital Media to launch Glo, a new media brand targeted at millennials

Hearst logo ()

Hearst Magazines Digital Media (HMDM) hosted its second-annual NewFront event this week in New York City. The media company announced the upcoming launch of a new millennial-targeted healthy-living media brand, Glo, a video partnership with social platform musical.ly, and a television collaboration that will bring Hearst’s brand Delish to TV.

The event also unveiled premium programming from Cosmopolitan, Delish Elle and Esquire, as well as collaborations with actress and activist America Ferrera, star of the hit show Blackish Yara Shahidi, and director and stylist Carine Roitfeld. 

Hearst 1 ()

From left to right: Troy Young, president of Hearst Magazines Digital Media; America Ferrera, co-founder of Harness; Amy Odell, editor of Cosmopolitan.com; and Kate Lewis, SVP and editorial director of Hearst Magazines Digital Media

Guests were immersed in interactive video experiences created around four main pillars – food, beauty, fashion and men’s lifestyle. The presentation highlighted the scale of Hearst’s digital audience across its portfolio of 22 digital brands, and underscored the company’s leadership position in beauty and fashion. It also spotlighted Hearst’s continued success expanding to social platforms, including Snapchat; with six separate channels on Discover – Cosmopolitan, Harper’s Bazaar, Esquire, Popular Mechanics, Road & Track and Sweet – Hearst is the largest publisher on the platform today.

New programming and partnership announcements included:

 

• A multi-platform content partnership – including an original docu-series across Cosmopolitan, Elle and Marie Claire recognising ordinary women doing extraordinary things – with America Ferrera, co-founder of Harness, to encourage activism and celebrate a new class of role models who are changing their communities and our country.

• An original video series from Cosmopolitan with Yara Shahidi, “Keep Calm & Yara On.” Launching this fall on Cosmo’s Snapchat Discover channel, the 10-episode collaboration will offer a fun, uplifting, and relatable take on the growing self-care trend.

• Delish editor Joanna Saltz previewed Delish Kids, an online destination featuring videos, how-tos and recipes made by kids for kids. Saltz also announced DelishTV, the brand’s first foray into television as it sets out to create the world’s first viral food show. The new show will debut on A+E Network’s FYI brand in 2017.

• Kate Lewis, SVP and editorial director, HMDM, announced Glo, a new video-first millennial media brand that will debut in September and bring an irreverent and entertaining approach to health and wellness.

• A partnership with musical.ly will kick off this summer with a slate of original video series about beauty and fashion from Seventeen.

• A publishing partnership with visionary fashion director Carine Roitfeld, whose namesake brand, CR Fashion Book, will launch on the Hearst platform this month.

 

America Ferrera ()

America Ferrera, co-founder of Harness, on stage at Hearst Magazines Digital Media’s 2017 NewFront presentation at Skylight Modern in New York on May 3

“Across our portfolio, we produce, package and distribute 500 pieces of content each day,” said Troy Young, president of Hearst Magazines Digital Media. “We do it with one goal: to make people feel. While we can brag that last month we delivered more than 1.5 billion video views, the most important thing to us is not the view count, but the viewers. Everything we do is with them in mind.”

“Our presentation is experiential this year to highlight the enormous amount of dynamic video content we produce across our brands,” said Lee Sosin, SVP, Hearst Magazines Digital Media. “The installations showcase how seamlessly our branded content fits with our editorial, because we are obsessed with quality and serving our audience.”

“What excites me most is the sheer breadth of what we’re doing and the variety of platforms we’re doing it on,” said Lewis. “So many platforms, so many different kinds of media, so many great collaborators, so many distinct brand voices. Our content team continues to innovate so we can be with our audience everywhere.”

“We have experienced incredible growth since our last NewFront,” said Todd Haskell, SVP and chief revenue officer, HMDM. “The volume and depth of content that we create is resonating with our audience at an astounding rate. We look forward to collaborating with our marketing partners to create the high-quality, customised, memorable experiences that connect their brands with our readers.”

More like this

Hearst and The New York Times: emphasis on subscription business

Hearst Autos broadens audience, invests in mobile and editorial for 2017

Hearst to launch Women's Health and Men's Health in Japan

How Hearst UK is developing ‘Events-as-a-Service’

FIPP World Congress 2017 | Meet the speaker: Yves Bougon, Hearst Japan

Hearst Magazines UK appoints Anne-Marie Curtis as new editor-in-chief of Elle

Hearst Magazines UK appoints Miles Dunbar as associate publisher of Esquire

  • How Aller Media Finland unlocked the value of data-for-profit In less than three years, Aller Media Finland has become the leading company in Finland to harvest consumer data as an income asset. Sami Lahtinen, director, data and digital solutions, and Sini Kervinen, head of business operations, data and digital solutions, explain how the establishment of the Aller Refinery data unit managed to place data at the heart of their business’s growth. 19th Jun 2017 MagWorld
  • How Marie Claire is embracing a more diverse range of voices Focusing on social and political issues, giving readers current events news in context may sound more like a news magazine than a Marie Claire, but women’s magazines have been producing this kind of content since creation, according to Kate Lewis, Hearst Digital Media’s SVP/editorial director in the US. There is good reason why it is now more noticeable... 21st Jun 2017 MagWorld
  • Nine steps to rapidly transform your legacy teams No amount of tinkering at reorganisation will work. Tinkering has failed. New business models and new editorial models require new thinking, new roles, new workflows, and new organisational structures, writes INNOVATION Media Consulting senior director John Wilpers. 19th Jun 2017 Insight News
  • Four industry experts share insights on innovating live events Live events are a rapidly growing revenue source for publishers, but as the field becomes ever more competitive event organisers need to be nimble, creative and innovative to remain on top of the game. Here, we combine the insights of four leading industry experts on developments within the sector. 25th Jun 2017 MagWorld
  • Reuters Digital News Report 2017 highlights lessons for publishers across multiple markets Growth in social media for news discovery is flattening out, ad-blocking on desktop has stalled, brand recall on social is low, voice-activated digital assistants are emerging as news platforms in some countries and regions. If the Reuters Institute Digital News Report 2017 makes one thing clear, it is that the digital revolution is full of contradictions and exceptions, for the simple reason that countries and regions across the globe started this revolution at different times and places and aren’t progressing at the same pace. 22nd Jun 2017 Insight News

Video

Visit our Youtube channel

FIND OUT MORE

SUBSCRIBE

FIPP newsletters allow you to keep up with industry trends, research, training and events across the world

FIND OUT MORE

SHARE YOUR NEWS

Get global coverage of your launches, company news and innovations

FIND OUT MORE
Go to Full Site