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Posts Tagged ‘Delish.com’

“Reverse Publishing” Gains Traction at Meredith, Hearst

mixing_bowl.jpgReverse publishing, or the act of taking a Web property and turning it into a print publication, may seem counter-intuitive considering the past couple of years the industry’s had.

But Meredith Corp. and Hearst Publications both weathered the recession and drop in ad sales fairly well, and therefore make some of the best candidates for the experiment. According to MediaWeek, Hearst will be publishing a “bookazine” called Light & Delish, based on recipes from their foodie Web site Delish.com. Meanwhile, Meredith just released its second MixingBowl.com print magazine last week.

But with the relatively low costs of putting something online versus putting it in print (and considering that neither of these publications are relying heavily on advertisers, but are consumer-driven and crowdsourced), what’s the point of putting these food projects to print? Says Light & Delish project editor Susan Schulz:

“It’s a way to repackage content in a way that’s meaningful to the reader…We’re sitting on such great content. We’ve found success and repurposing it on the Web, and there are other ways to repurpose it. We’re always looking for revenue streams — and low-cost revenue streams.”

So before you submit your next recipe to your favorite cooking site remember: it just might end up as an ad-hoc profit-maker for a media company.

Read More: Hearst, Meredith Try Web-to-Print TitlesMediaweek

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Learning To Take A Risk: Mag Editors Meet To Discuss The Move From Print To Digital

dessert.jpgThe move from print to digital publications was the topic of the moment at mediabistro.com’s annual event for women’s magazine editors last night at ilili. (But really, isn’t it the topic of the moment at every media event these days?)

On hand to discuss were some female leaders in the digital field: Michelle Adams, the founder of new online shelter magazine Lonny; Caroline Little, former CEO of The Washington Post Co.’s digital side and current CEO of North America for Guardian News & Media; Newser co-founder and editor-in-chief Caroline Miller; Glam Media’s Jennifer Salant and founding editor of Hearst‘s Delish.com and RealBeauty.com, Nicole Stagg. We also ran into lots of online editors like Betsy Fast from InStyle.com and Julie Hochheiser from Seventeen.com (now senior Web editor of Hearst‘s Teen Network) and we shared a table with Folio Associate Editor Vanessa Voltolina, WWD Senior Accessories Editor Roxanne Robinson-Escriout, BusinessWeek.com Community Editor Diane Brady and Barbara Brody and Annemarie Conte from Woman’s Day.

Over dessert and coffee, moderator Sara Benincasa steered the conversation on topics about the changing face of content in the digital space, monetizing content like video and some of the challenges facing an industry that needs to change the way it thinks in order to survive.

Here are some highlights from last night’s discussion:

When asked what metrics are most important to them, all of the panelists said they were concerned with “engagement.”

“I usually look at page views or time spent on the site, although when looking at page views I’ll focus on how much content each person is reading,” Stagg said. “We want to deliver impressions.”

“The fantastic number of numbers are overwhelming,” Miller added. “It’s terrifying that you know way to much about what people are doing. With print magazines, you know so little. Online, you know so much it can be debilitating.”

Later, Miller called print advertising “a big con” because you can’t tell if anyone is actually noticing it and basing decisions on it, yet print advertising is much more expensive for marketers to buy than digital ads, which can provide real time metrics.

Panelists were also asked if they would ever consider setting up a paywall or subscriber-based model for their sites. The answer: a resounding no.

Little said paywalls are “bad news for news.” However, she thought up one example where paying for content would attract readers. “If I needed to read about one topic and every day I searched through several news sources for information about this topic and instead it could be delivered in a quick and easy way, I would be willing to pay for that. Because it would save me time,” she said.

The panelists also agreed they would prefer provocative content that generated comments, even if it was only provocative in order to draw commenters. “The commenters are often as interesting as the content,” Miller said.

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Hearst Promotes, Reorganizes Digital Staff

hearst logo.jpgYesterday, Hearst Magazines announced a slew of promotions and changes within its digital arm Hearst Magazines Digital Media.

First, the company announced that several Web editors would be taking on additional responsibilities, like Nicole Stagg, who is leading Hearst’s new beauty-focused site RealBeauty.com. Stagg, formerly senior director of content & product strategy, will also be overseeing GoodHousekeeping.com and two new projects in addition to her work on RealBeauty.com.

Other Web editors who have received promotions include Eric Gillin, who is now overseeing Cosmopolitan.com, Esquire.com and TheDailyGreen.com; Ashley Parrish, who now will be in charge of MarieClaire.com, Redbookmag.com, HarpersBazaar.com, TownandCountrymag.com and the Hearst Teen Network; Deanne Hess, who will be a director at RealBeauty.com; Brenda Schmerl, a senior Web editor at QuickandSimple.com who will now also be working on Delish.com; Andrea Lavinthal, who has been promoted to senior beauty editor at Cosmopolitan.com and will also work at RealBeauty.com; and Julie Hochheiser, former senior Web editor at Seventeen.com who will now work as senior Web editor for the Hearst Teen Network overseeing all of Hearst’s teen-related online content.

In addition, Colleen Noonan and Kimberly Lau were both promoted to executive director roles. Noonan will oversee Web site design and Lau will now be in charge of business development and partner relations. And Julie Christie, Tammy Tibbetts and Erin Dailey have also been shuffled around the digital group. Christie and Dailey are now directors, while Tibbetts, who formerly contributed to the editorial team for Hearst’s teen sites, has joined the network programming team.

With these changes and the launch of RealBeauty.com earlier this month, Hearst has emphasized its commitment to growing and expanding its digital properties.

“We’re pleased to be expanding the roles of these eleven outstanding members of the digital media team at Hearst,” said Chuck Cordray, SVP and general manager of Hearst’s digital unit. “They have all been instrumental in making our online business a success and we’re confident that they will shine in their new roles.”

Earlier: Hearst Capitalizes On Beauty Advertising Market With RealBeauty.com