Hearst Strikes Content Deal With CelebSpleak | Adweek Hearst Strikes Content Deal With CelebSpleak | Adweek
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Hearst Strikes Content Deal With CelebSpleak

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NEW YORK Hearst Magazines Digital Media has inked a partnership with Spleak Media Network, a company that builds applications for instant messaging platforms and social networking sites, to distribute editorial content from the magazine giant's teen titles via CelebSpleak, a recently launched tool that allows teens to share and rate celebrity gossip.

CelebSpleak, which is available for AOL's Instant Messenger, MSN Messenger, MySpace, Facebook and other platforms, now claims 100,000 active daily users. They "Spleak-bot" via AOL Instant Messenger to receive and share "tattles." -- i.e., 250-character bits of gossip on celebrities like Jamie Lynn Spears and Zac Efron.

Now, Hearst's editors plan to distribute their own tattles -- or snippets of content from the magazines CosmoGirl, Seventeen and Teen -- along with the social site eSPIN.com via CelebSpleak.

On Monday, the Spleak-bot provided users with this nugget of information on Heroes star Hayden Panettiere: "Hayden Panettiere says being an actress is a pain in the ass and she stays home and goes from garage to garage to keep herself out of sight. Poor Hayden! All that money and admiration really does sound annoying! (by: CosmoGirl)."

Such Hearst-provided editorial can be spread among a user's group of friends, who can comment and even supply their own gossip items, said Morrie Eisenberg, CEO of Spleak Media Network.

"There's great value in both UGC and professional, editorial content," he said. "Most of the time the two end up in conflict with one another, but Spleak has found the right way to combine the best of both worlds."