As part of their initiative to add more professional, scheduled programming to the video site, YouTube has been announcing partnerships with production studios, networks and celebrities over the past few months. Adweek reports that they are now looking to print publishers to take their content off the page and onto the screen. YouTube has given Hearst $10 million to kickstart production on two new channels, based off of Hearst magazine publications.
The first Hearst channel, Hello Style, will launch this Sunday, April 15. The channel description explains that Hello Style will be “YouTube’s hottest news fashion and beauty entertainment network, featuring weekly shows from Cosmopolitan, Marie Claire, Harper’s Bazaar, Seventeen and Real Beauty.” A Car and Driver TV channel will be launched on May 1, featuring content from Hearst’s auto-focused publications.
Adweek’s Lucia Moses writes that, “some of the Hello Style shows will be closely inspired by print features like Cosmo’s Sexy vs. Skanky and Marie Claire’s Big Girl in a Skinny World. Car and Driver TV, meanwhile, will mix service and reality shows like Battle of the Beaters, where two auto body shops will compete to fix up heaps; and Driver Rehab, which applies the What Not To Wear formula to bad drivers.”
John Loughlin, EVP and general manager of Hearst Magazines, told Adweek, “Video is going to become an increasingly important medium. Our goal is not to become flat-footed in this space.” It will be interesting to see how brands that have traditionally focused almost entirely on print will fare in the online video arena.
From the new professionally produced content channels that have been released so far, we’ve seen that experienced YouTube partners have had a leg up over brands that were new to YouTube and online video. Hearst will have their work cut out for them but don’t seem to worried. Jim Meigs, editorial director of Hearst’s Men’s Enthusiast Group, explains that they are building a strategy that they hope will resonate with an audience beyond their readership. He told Adweek, “If [the shows] really work, they should appeal not only to the core auto enthusiast but a much broader audience. That doesn’t mean they necessarily need to be reading the magazine. We also have to build content that works on its own terms.”
Check out the only two videos that have been uploaded to the Hello Style channel so far below and let us know what you think. Do you think Hearst will make it big on YouTube or should they stick to print?
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.