Essence, Entertainment Weekly latest to join Snapchat Discover
Under this new deal, an expansion of an existing partnership between Time Inc. and Snap, Entertainment Weekly and Essence will each launch weekly editions on Snapchat Discover in the US, compared to People?s daily edition. Time Inc. was an original partner when Snapchat launched Discover two years ago.
?We've been fans and have understood Snapchat Discover?s reach and importance from the beginning,? said Zoë Ruderman, executive director of content strategy for style, entertainment & sports at Time Inc. ?It's been exciting for us to see how People has reached a new, mostly unduplicated audience on Snap, and we're eager to mimic that with Essence and EW.
?We know that many people brush up against our brands on just one platform so it's important to us that we create a holistic experience on each individual platform rather than thinking about it as a supplemental experience to the print product or website.?
Essence?s weekly edition will address topics that range from entertainment and lifestyle to politics from the perspective of African-American women. Entertainment Weekly and EW on Discover will provide exclusives and insight on TV, movies and music.
The Snapchat audience will also see some of EW's most popular weekly features, such as the Must List and Bullseye. EW?s and Essence?s editorial will take form in video, graphics and animations to create an immersive experience on users? devices.
Both publication's will have a weekly presence on Discover
?Both Essence and Entertainment Weekly have unparalleled access and authority in their spaces: Essence is the voice on what matters to African-American women, and everyone looks to EW for first looks, exclusive interviews with stars and insider info and stories behind the biggest shows and movies,? Ms. Ruderman. ?Until now there's been a white space on Discover for this kind of content, and we're excited to serve it up to their users.?
Entertainment Weekly and Essence will join a plethora of publications that have recently migrated a portion of their digital budgets to Discover, a group that includes The New York Times and The Economist.
High-profile magazines have been making equally high-profile moves in Q1: The New York Times is showing no signs of slowing down in its commitment to bringing fact-based journalism to mobile with the debut of a new daily audio series, which is supported by a subscription text service.
The Daily premiered on Feb. 1 on nytimes.com and the Times mobile apps. The show is hosted by established Times correspondent Michael Barbaro, who also shares context, analysis and thoughts on some of every day's pivotal moments with Times readers via the SMS program (see more).
Both publications also have strong social presences
?Our goal with EW and Essence, as well as People, is ubiquity--we want to be wherever our readers, users and viewers are,? Ms. Ruderman said. ?Considering the huge user base on Snap, putting more brands on Discover was an easy decision. We're excited to reach new audiences in new places.?