Daily Beast Creates Red Label, Lifestyle Content Targets Affluent Millennials

The Daily Beast wants to get classy with the launch of Red Label, a new editorial initiative to develop lifestyle and culture content in areas like cocktails, fashion and design.

The initiative will be led by a new team of four senior executives, most of them snagged from Esquire magazine. The Daily Beast has appointed cocktail expert and author of "The Art of American Whiskey, "Noah Rothbaum, as well as Leah Doyle, former head of spirits at Esquire.

Rothbaum and Doyle will oversee liquor ad strategy and sales.

Wendell Brown, former fashion director at Esquire, and Andrew Bowen, who managed ad sales for fashion and retail at Esquire, will “more deeply align The Daily Beast with its fashion and lifestyle audience,” according to a statement from the company.



The Daily Beast hopes the content will resonated with their “young, affluent audience.”

Red Label will have dedicated business units focused on developing the culture-oriented content. The Red Label team will focus on “accelerating the development of new content formats, distribution strategies and monetization models for lifestyle storytelling."

Mike Dyer, publisher and president of The Daily Beast, stated that Red Label “gives world-class experts on both the editorial and the business sides the freedom to shape what the next generation of digital journalism looks like.”

In addition to its new executive appointments, Red Label will also work closely with The Daily Beast’s video and social departments.

Red Label’s launch is part of a growing trend among publishers to reach out to the older and more successful segment of millennial audiences.

Publishers Daily reported a few weeks ago that Hearst Magazines brought back Metropolitan Home for a pilot issue, seven years after it was shuttered. At the time, Newell Turner, editorial director of the Hearst Design Group and editor in chief of the pilot, told PD that few publications are targeting “new urbanists,” revealing an opportunity to expand in that market.
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