When we recently spoke to BuzzMedia CEO Stephen Hansen, one of the topics we brought up was whether the company might consider changing the name of its entertainment news site Celebuzz. This morning, the firm has gone one better.
The entire operation is now to be known as SpinMedia. In concert with the rebranding, the NY-LA company has launched its 45th site, Hearts & Foxes, a mobile-first destination optimized for “snackable” content. E.g., a site aiming squarely for teens thumb-glued to their Smartphones.
There is also a full redesign of Celebuzz in the pipeline, with changes to be added incrementally. Every article on that site will soon be a gallery and the content will appear differently depending on whether the reader is coming in via Web, mobile or tablet. From this morning’s announcement:
“Our mandate was to position SpinMedia as a next generation digital media company… ” says Hansen. “What remains steadfast is the authenticity of our editorial voices and the unprecedented context and depth that we bring to storytelling. This will only accelerate as we re-imagine what it means to be a digital media company super-serving fans who view consuming music and entertainment to be as vital to life as food, water and even sex.” ”
The company has regrouped its diverse properties into two divisions – SpinMedia Music and SpinMedia Entertainment – and also today launched a new mobile site for SPIN. Internally, everyone has switched over to an in-house content management system called Lucid.
That proprietary tool, says SpinMedia, affords its editors a “single system that blends content creation, analytics, community engagement and advertising into a single platform.” Many sites today use real-time analytics rather than day-later ones, so that they can see at any given moment which pieces of content are truly clicking with the audience.