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Multiplatform Publishers Launch New Products and Forge Partnerships

Multiplatform publishers Time Inc. and Fast Company roll out new products; People Magazine teams with ABC News

Some multiplatform publishers seek to leverage their brands while launching new products. We’re seeing that with our news story of the day.

Time Inc. is the media company we’re looking at first. According to MediaPost, “Time Inc. launched Thursday a brand that will draw health content from its portfolio of titles onto one hub, called Time Health.”

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“The new multimedia brand will pool health, medical and wellness content from its roster of properties, including Time, Health, Fortune, Cooking Light, Real Simple, My Recipes, Southern Living and People.”

This connecting of content is a way to umbrella content and reach audiences properly. “Unifying all brand coverage into Time Health “allows us to access all of those various advertisers … and start to partner with hospital relationships and insurance partners … and their brand sites,” McGeehan told USA Today.”

The American Heart Association will be the aligned advertiser for its launch.

Next, we move to Fast Company, which is launching new mobile videos and apps. Mobile Marketer reports, “Business magazine Fast Company is debuting a suite of applications focusing on providing experiential and video content to interested users’ mobile and over-the-top devices.”

The article continues, “The apps will be produced in partnership with media technology company Maz, through its TVX platform, which powers over 1,000 apps across mobile, OTT, and the web. Fast Company already touts a large repository of video content through an assortment of channels, including FastCo Exclusives, Co.Design Exclusives and Co.Create Exclusives, and will look to the OTT and mobile apps as an outlet for its content library that does not involve the hoops and regulations of traditional broadcast.“

What’s the reason that Fast Company is going towards apps? It’s a way to stand out. “The apps will be Fast Company’s first dedicated video product, and, mirroring many publications looking to stand out in a new media ecosystem, the publication will look to emphasize video as a key area for future investment.”

“Maz’s TVX platform will allow Fast Company users to have a seamless experience across mobile and OTT through proprietary technology: the company’s TVX 360 Sync technology will give users the ability to save videos on their phone to watch them later on TV.”

Finally, we switch to a publisher partnership. The Wrap reports, “ABC News and Time Inc.’s People are teaming up for a new limited primetime series titled “People Icons,” premiering Tuesday, March 7 at 10 p.m. ET on ABC, TheWrap has learned exclusively.”

“The hour-long weekly program will be hosted by “Good Morning America” co-anchor Lara Spencer and is inspired by iconic People magazine covers that have made an impact on American culture.”

“Each episode has a different theme, with the debut edition focusing on “Celebrity Love Stories.” Power couples ranging from the Obamas to Beyoncé and Jay-Z will be examined.”

It’s great to see multiplatform publishers making partnerships that will expand viewership.

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