Snapchat is opening its popular Discover platform for college newspapers, creating even more content targeted at its core demographic of generations Y and Z.
Today, Snap Inc. announced the debut of Campus Publisher Stories, partnering with schools across the U.S. In a blog post, Snap said each school will have an editorial team that will produce weekly editions for distribution on Snapchat. The editions will also be monetized with Snap Ads, which will go directly to the newspaper as part of a revenue split.
While four school newspapers are launching at the start, dozens more will launch in the coming months. (The Daily Californian at U.C. Berkeley, The Battalion at Texas A&M University, The Daily Orange at Syracuse University and The Badger Herald at the University of Wisconsin in Madison all debuted theirs today.)
While Snapchat has attracted dozens of national and international publishers over the past three years onto Discover—some of which have amassed audiences in the millions—Publisher Stories marks the first time it’s opened it to more local outlets.
“School newspapers play a critical role in informing and entertaining their campus communities, and they are often where the many leading journalists and editors that we work with got their start,” according to the blog post.
It’s unclear which brands might be the first to take advantage of these college-focused channels, but Publisher Stories could be a good way for marketers to be front-and-center of students interested in what’s happening at their various schools. Advertisers will be able to use the Snapchat Ad Manager to reach likely readers by selecting the “Collegiates” category within the self-service platform. (The category is focused on reaching users between the ages of 17 and 24, with a focus specifically on people who frequently use Snapchat while on campus.)
To better understand college students’ media consumption habits, Snap commissioned a survey conducted by ORC International, which found that 47 percent of college students said their university newspaper or official campus communication platform was the primary way for them to learn about events on campus. Social media platforms were the second most popular, with 44 percent citing them as their go-to source of information. (The study also found that 70 percent of college students surveyed read their campus news sources on at least a weekly basis.)