Erstwhile British “Internet tabloid” The Kernel will relaunch in August as The Daily Dot‘s weekend magazine.
Digiday reports that The Kernel will report on current events through the lens of Internet communities. The first issue, for instance, will cover hackers and the FBI, while future issues will address education, jobs, and gaming. The content will run longer and deeper than The Daily Dot‘s newsier, quicker-hitting fare.
“The impetus, of course, is more ad dollars. Calling a website a ‘magazine’ is a semantic trigger to advertisers that the content within it is deeper, more engaging, and more premium,” Ricardo Bilton writes. “This, in theory, makes advertisers more likely to cough up more cash. Ultimately, publishers want to command the kinds of ad rates enjoyed by print magazines, where CPMs are still much higher than those for Web publishers.”
One potential tactic will see The Kernel seeking out advertisers whose products align with a specific week’s content, according to The Daily Dot.
To read more about the new Kernel magazine, visit Digiday.
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