Interactive & Native: Hearst’s Digital Publishing Strategy

Digital publishing news for January 16, 2014

Hearst Publication Marie Claire launched a new ad campaign for Lancome that combines native and interactive ad units. DigiDay’s Clair Lorell writes, “The Pinterest-like ad is an interactive selection of images, skin care tips and blog content from 12 bloggers. Users will roll over a portrait of each blogger to reveal #bareselfie images of the bloggers taken after using the Lancôme product, quotes from their individual “skin stories,” or further info about the product.”

The Lancome campaign uses Hearst’s new Trend Collage ad unit. The Trend Collage was used in a campaign on Harper’s Bazaar for the Ugg Collection by Nordstrom. In that campaign, the collage had a click through rate of 1 to 1.5 percent. This is a fantastic glimpse of the types of native and interactive ad units Hearst has in store for 2014.

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Capital New York Launches Print Magazine

Ad Age is reporting that Capital New York has launched a print magazine. Michael Sebastian writes, “The first issue, due out Jan. 27, will have a run of about 8,000 copies, the company said, with plans to distribute about 6,000 copies in Manhattan and 2,000 in Albany. Copies will be delivered to the state capitol building in Albany, City Hall in Manhattan and key individuals in the industries Capital New York covers, according to Roy Schwartz, chief revenue officer at Capital New York and Politico.”

It’s worthy to note that the magazine will be free. Sebastian adds, “introducing a print magazine is the latest step in Capital New York’s expansion, which began last September when Politico parent Allbritton Communications bought Capital from founders Josh Benson and Tom McGeveran for an undisclosed amount.”

Google Cuts Down on Spammy Authors

Search Engine Watch is reporting that Google has removed 20-40% of authors from search results. Jennifer Slegg writes, “Google found that if they removed about 15 percent of the lesser quality authors, it dramatically increased the presence of higher quality authors within their search results. In mid-December, Google rolled out new authorship algorithms designed to display authorship for what they consider relevant and interesting authors.” The post also notes that Google recommends using rel=author attribute on posts and not on pages.

Facebook Will Now Tell You What’s Popular on Facebook

Mashable is reporting that Facebook will now show you trending topics on Facebook. Kurt Wagner reports, “Trending will show a personalized list of popular topics for each user, combining their interests with content getting the most attention across the entire platform, Facebook announced on Thursday. Each trend will include a short description, and users can click on the trend to see a list of posts and articles related to that topic.” These trending topics will show up in the top right corner of the Facebook page.

Time Names New CTO

Ad Week is reporting that Colin Bodell has been named the new chief technology officer at Time Inc. Lucia Moses writes, “Bodell will be charged with identifying and acquiring technology to be used across the company, with IT operations reporting to him. Bodell spent the past eight years at Amazon, where he headed the technology team for the Kindle store.”



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