• by Sara Guaglione , February 27, 2017

New York Media’s entertainment and culture site Vulturewill jump on the Snapchat bandwagon, launching its own weekly Publisher Story on Snapchat’s Discover platform.

This is New York Media’s first foray into Snapchat Discover, where publishers that partner with the app can create and distribute content that includes full-screen articles, videos, photos and vertical video advertising, all optimized for mobile.

Vulture says its Story will feature commentary, recommendations and exclusive interviews with stars and creators from TV, movies and music.

Vulture’s Snapchat Publisher Story will launch in the U.S. in the “coming weeks,” according to a statement.

“The platform brings Vulture to a new, growing audience, and offers us the chance to learn more about the stories that resonate with Snapchatters," stated New York Media digital general manager Michael Silberman.

Snapchat claims to reach 41% of all adults ages 18-34 in the U.S. daily, while the global audience for Snapchat Discover tops 150 million daily.

Earlier this month, The Washington Post announced it will provide daily breaking news on Snapchat Discover, the first news outlet to produce 24/7 coverage on Snapchat.

Most publishers partnered with the app produce one daily edition on the platform.

The New York Times recently announced it is preparing to launch a new daily edition on Snapchat Discover platform, with content drawn from the newspaper’s Morning Briefing product.

Snapchat’s parent company Snap is reportedly planning to hold an IPO sometime in March, aiming to raise $3 billion and valuing the company at $25 billion.

New York Media also owns New York and Grub Street, as well as popular verticals The Cut, Science of Us, Select All and Strategist.