• by Erik Sass  @eriksass1, April 10, 2007

CosmoGirl and Popular Mechanics, both published by Hearst Magazines, will be creating digital content, including video, in partnership with Fox Television Studios, the companies announced Monday. The new strategic partnership puts Hearst on the same video footing as other big players, such as Time Inc., which recently opened its own in-house video production facility.

The first video content for CosmoGirl is a drama centered on the travails of three female best friends during their junior year of high school. The format of the series, as yet unnamed, is apparently designed for mobile consumption with two new "Webisodes," no longer than three minutes, appearing every week.

According to Hearst, the plot will be driven in part by suggestions from viewers, who are invited to email the show's producers true stories from their own lives.

Popular Mechanics will get a different series, with real mechanics and designers delivering pearls of technical wisdom, but in the same format (biweekly, each episode no longer than three minutes). As with the CosmoGirl drama, the "Webisodes" can be watched at Popular Mechanics' Web site, in addition to mobile devices.

The magazine industry in general has lunged, sometimes awkwardly, toward video content over the last several years. However, the formation of regular video-production partnerships or in-house facilities suggests that the initial period of low-budget "do-it-yourself" video by editors and journalists has passed.

Most recently, in mid-March, Rodale Partners announced that it is partnering with Brightcove to create Internet video channels for its magazine titles. It plans to bring high-quality video content to the Web site of flagship Men's Health first, followed by other media properties. Rodale publishes several health and fitness titles, including Prevention, Runner's World and Women's Health.

In addition to the Brightcove partnership, Time Inc. recently created an in-house video production studio for its 130 magazine titles. Smaller magazine titles, like Make, an enthusiast's guide for do-it-yourself types, are exploring free video file-sharing at sites like YouTube.