Mags Take to YouTube with Branded Channels


Mags Take to YouTube with Branded Channels

With YouTube now offering even more branded channels from professional content creators from the fields of TV, film, music, news, and sports, magazine publishers are hurrying to create their own YouTube channels. This week brought announcements from Hearst Magazines and Meredith Corp., both of which plan to debut new branded magazine channels on YouTube in the not-too-distant future.

Hearst Magazines is developing two channels drawing on its magazine brands -- one devoted to fashion and beauty, the other to automotive topics. The automotive channel will draw on the editorial expertise of Hearst titles including Car and Driver, Road & Track, and Popular Mechanics; the fashion and beauty channel will tap resources from Cosmopolitan, Harper's Bazaar, Marie Claire, Seventeen, and Both channels are scheduled to debut in 2012.



Hearst can also tap into an array of production capabilities, including its own dedicated digital video studio and production facility, as well as a stake in Mark Burnett Productions, and relationships with other production companies. The company’s in-house video team has produced a library of over 12,000 videos across its brands, and churns out some 200 hours of video programming a month for use on the company’s Web sites and tablet applications.

Meanwhile, Meredith Corp. is planning to launch a new channel called “Digs” on YouTube, sometime in the early part of next year. Produced by Meredith Video Studios, Digs will debut with seven episodes (each four to five minutes in length) covering the home and garden category. Original series planned for “Digs” include "Jordan in the House," starring Jordan Reid, a decorator with a popular blog; "Door Knock Design," a DIY show; "Gardens of the Rich and Famous," "Porcelain Thrones," for all things bathroom-related; "Home-Made," about crafts; "Ready, Set, Celebrate!" on party planning; and "No Man's Land," about the feminine counterpart to the notorious "man cave."

Bonnier Promotes Hano to SVP, Corporate Sales

Bonnier Corp. announced that Gregg Hano has been promoted to the position of senior vice president for corporate sales and the technology group, where he will oversee the company's efforts in selling multibrand, multiplatform programs at the head of an integrated sales and marketing force. Hano, who was previously group publisher of Bonnier's Technology Group, will retain oversight of those brands, including Popular Science, Popular Photography, American Photo and Sound + Vision.

Laird to Co-Executive Editor, Women's Health

Rodale announced that Amy Keller Laird has been named co-executive editor of Women's Health Magazine. Laird previously served as deputy editor and beauty director at Allure magazine, capping five years with the publication; before that she served as beauty director for Shop Etc. Women's Health Editor in Chief Michele Promaulayko stated: "Amy has a keen sensibility about what women want from a magazine. Her passion for Women's Health coupled with her background in beauty -- an increasingly important part of our editorial mix -- will make her an asset to the brand."

Paul Jowdy has been appointed to the position of publisher of Women's Wear Daily, according to Fairchild Fashion Media, which is owned by Conde Nast. Jowdy most recently served as publisher of Every Day with Rachael Ray; his position there ended when the magazine was sold to Meredith Corp. by Reader's Digest Association. Jowdy had a previous tenure at Conde Nast as vice-president and publisher of Bon Appetit from 2005-2011, followed by a shorter stint as publisher of Details.

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