“Wired has always been about exploring new media,” said Wired’s site director Jason Tanz. “We’ve even been on Second Life before. Translating Wired content for a new medium is what we’re good at, and we’re excited to do it with Snapchat.”
Snapchat users, who can choose to subscribe to individual Discover channels to get frequent updates, will be able to see both quick, vertical videos relating to Wired’s content alongside 4,000-word longreads the magazine is known for.
“You can’t take your regular content and just copy and paste it into every platform,” said Tanz. “But we’re going to see what people react to and go from there.”
From animations to infographics to videos to full articles, Wired will show its Snapchat readers informative content in an entertaining format.
Even though the traditional Snapchat audience are millennials or younger, its biggest growing base in the U.S. are adults between 45- to 54-years-old. Wired’s content, according to Tanz, appeals to all sides of the age spectrum, as “our topics are naturally of interest to a younger audience who cares about the future and about building that future.”
As the types of content Wired will provide users on Snapchat will vary, so are the ad formats that will appear in the channel.
“Ultimately, we will work with our production team and our advertising partners to identify what best suits everyone’s needs,” said Andy Sonnenberg, vp of revenue for Wired Media Group. “Our goal is to incorporate advertising creative and/or branded content that compliments the look and feel of the editorial and results in a seamless Discover experience.”
“Important people credit Wired with inspiring them to pursue their careers, and this is a way for us to keep doing that,” said Tanz. “We just have to get to where those people are.”