Time Inc. Chief Content Officer Alan Murray. Credit: Time Inc.
n a “progress report” memo to Time Inc. editorial staff, Chief Content Officer Alan Murray on Monday announced the formation of 10 digital desks that will be dedicated to topics including business, celebrity, entertainment, food and sports.
“The job of each desk will be to cultivate and grow our digital audiences in its area,” Mr. Murray said in the memo, which was obtained by Ad Age. “The desks will include reporters and editors from different brands who will continue to work for those brands, but the desk heads will coordinate their efforts to help Time Inc. innovate and grow.”
Source: Time Inc. Creating ‘Digital Desks’ and Magazine Hubs | Media – AdAge
Pure-play digital media companies ranked among the top 30 largest media suppliers in the world, but the list continues to be dominated by media companies that were founded on the basis ofnon-digital media. That’s the finding of an analysis released this morning by Publicis’ Zenith unit, ranking the volume of Madison Avenue’s biggest supply-chain players.
Google parent Alphabet continues to dominate the list at No. 1, but other than Facebook (No. 5) and China’s Baidu (No. 9) “traditional” media suppliers represent the restof the top 10. The other pure-play digital suppliers — Yahoo (No. 15) and Microsoft (No. 17) — have not exactly been ascendant in recent years, although Google’s, Facebook’s andBaidu’s market power have been growing significantly as Madison Avenue reorganizes itself around the biggest-scale suppliers of digital media inventory.
The categorization ofdigital vs. non-digital may be an anachronism itself, as all of the companies on the list are now significant suppliers of digital media inventory too.
“The traditional media owners inour top 30 ranking have been scrambling to scale up their own digital businesses, to various degrees of success,” Jonathan Barnard, Zenith’s head of forecasting, said in a statementreleased with the report. “As digital ad technology — such as programmatic buying — spreads to traditional media, it will further shake up the businesses of traditional media owners, but alsoprovide them with new opportunities for growth.”
Source: Digital Tops Top Media List, In Alphabetical Order 05/26/2016
Short, shareable videos designed for mobile viewing will be about and created by Internet stars
Time Inc. is looking to reinvent the celebrity fanzine for Generation Z.
The media and publishing firm is training firepower on digital talent like PewDiePie, Tyler Oakley, Smosh and Lele Pons with “Instant,” a new video-only publication dedicated to covering the lives and creative projects of the Internet famous.
The company plans to show off Instant at VidCon 2016 next month in Anaheim, Calif. The publication will include news, features and exclusives about — and created by — top influencers on YouTube, Snapchat, Instagram, YouNow, Vine and other platforms. Instant will be designed for mobile web browsers with content presented in a continuous video stream (with no app download required).
“Digital artists are the most explosive and addictive phenomenon in celebrity and entertainment today,” said Will Lee, digital editorial director for People and Entertainment Weekly. “Instant will be the first and foremost platform for and by these creators, with a beautiful new consumption experience for our audience.”
Source: Time Inc. Chases Digital Celebs With ‘Instant’ Video Publication | Variety
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