NFL Finds New Audience in Marie Claire Readers

Digital publishing news for August 12, 2013

The NFL has a creative ad campaign in store for female magazine readers. AdAge reports that the NFL will be running a 16-page insert called “The Savvy Girl’s Guide to Football” in Marie Claire‘s September issue. Michael Sebastian reporting for AdAge says, “The NFL is working with seven other women’s magazines, including Vogue, Cosmopolitan and Us Weekly. But the Marie Claire effort is the centerpiece of the NFL’s print campaign this year … they declined to disclose the spending involved.”

Does this get you thinking? What out-of-the-box brands could you attracts for sponsorships?

Thrillist is Expanding

FOLIO reports that Thrillist Media Group is expanding into the travel market with Thrillist Travel. Caysey Welton writes, “Editors from every Thrillist market will create content and reference material that guides readers to local activities, restaurants clubs, etc. Additionally, Thrillist travel will integrate Google Maps and curated Thrillist venue information and links so readers can get all of the information they need in real-time.”

The company has not ruled out an e-commerce integration for the new travel site. Welton bills Thrillist Travel as a “go-to travel companion for its young urban male audience”.

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New Mobile Guidance From Google

Google has released new mobile guidance for webmasters. Matt McGee from Search Engine Land reports,” The company has published new guidelines that emphasize why sites should deliver above-the-fold content in less than a second. The emphasis there is on the “above-the-fold” aspect; Google isn’t suggesting that entire mobile web pages should be delivered that quickly.”

Google writes:

“…the whole page doesn’t have to render within this budget, instead, we must deliver and render the above the fold (ATF) content in under one second, which allows the user to begin interacting with the page as soon as possible. Then, while the user is interpreting the first page of content, the rest of the page can be delivered progressively in the background.”

As reported by McGee, “Google has also updated its PageSpeed Insights Tool, which now focuses on the mobile scoring and suggestions ahead of the desktop scoring and includes updates scoring and ranking criteria.”

Time Magazine Branches Out Into Film

The New York Times is reporting that Time is dipping it’s toe into the documentary film industry. Christine Haughney reports, ” Time has decided to venture into documentary films and recently started a new unit called Red Border Films, named after the magazine’s red border. The division will produce one 10-minute film a month and two longer, more ambitious projects each year. While some of these projects will tie in to articles in the magazine, other videos will stand alone.”

Haughney writes, “Time plans to release its first documentary on Wednesday, tied to the 50th anniversary of the Rev. Dr. Martin Luther King Jr.’s “I have a dream” speech, which is later this month, Aug. 28.” Some films may tie-in with magazine articles while others will stand alone. Seems like a good fit for the visual storytellers. Now that Netflix and Amazon have started making their own movies and TV shows, why not?

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