Hearst Magazines Touts Experiential and Video Offerings to Advertisers

The company also gave out a book of upcoming projects

Hearst editors on stage at Hearst Magazines
Hearst Magazines had its own NewFronts-style presentation last week. Hearst
Headshot of Sara Jerde

Hearst Magazines is shopping around more 80 experiences to advertisers as it heads into 2020 and its brands continue to try to get into additional areas of revenue streams, like more video series, events and new award franchises.

At a NewFronts-esque presentation last week, Hearst editors from many of the brands, including Delish, Men’s Health and Esquire, touted to potential clients new programming on the horizon, like a “Future of Beauty” award series from Elle Magazine and experiential events across brands like Cosmopolitan and Marie Claire.

Throughout next year, Hearst Magazines will double down on using data to guide what it should be investing in to better suit the reader, said Todd Haskell, svp and CMO at Hearst Magazines, in addition to video and experiential.

“Our brand identity and our journalism expresses itself really beautifully in video. That’s the way the reader is increasingly looking to engage with our brand,” Haskell said.

The presentation was not part of the formal Digital Content NewFronts that the Interactive Advertising Bureau puts on in the spring and in which publishers participate, but the room was bright and airy and the presentation itself felt like those put on by other big magazine publishers at the IAB event, like Conde Nast and Meredith.

One by one, editors from each of Hearst’s brands took the stage as those in the audience snacked on mini doughnuts and coffee.

“We think the more we collaborate, the better job we’ll do for the customer,” Haskell said.

Those in the room walked away with a tote bag of branded Hearst Magazines swag, including a Delish tote bag, a fragrance from Cosmopolitan’s line and a book from Esquire about the dress code for men. Hearst Magazines also circulated, for the first time, a blue book (modeled, aptly, after a magazine) outlining 86 projects its brands had planned for the upcoming year.

The magazine outlined what the proposed projects were and listed contact information so advertisers could get in touch.

“It helped us distill across all of our brands what we’re really excited about,” Haskell said.

@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.