Harper’s Bazaar’s new website will debut next Monday. What can you expect? Sponsored content! Yay! The New York Times reports that premiering along with the new site is #TheList, which will “highlight top trends culled by the magazine’s editorial staff.” Translation: Ads.
On most days, companies can sponsor #TheList in exchange for having some of their products featured. They can also run banner ads. On Saturdays, an advertiser can buy up the entire feature, and have only its products in #TheList.
Fans of Harper’s Bazaar might not appreciate the fact that companies are telling editors what to include in #TheList, but it really doesn’t matter. Sponsored content is the official wave of the future. Magazines need money, and this is one way to get plenty of it.
Unsurprisingly, Todd Haskell, senior VP and chief revenue officer for Hearst Magazines Digital Media, is a big fan of #TheList. “We have an opportunity to create something from scratch that lets us develop one of these branded content experiences that is just so perfect for the reader and that lets us talk about the kinds of things that our readers love to interact with,” he told the Times.
[Image: The New York Times]