News Corp. Unveils Its Latest Digital Content Strategy

Helping advertisers go viral with new channels, video and content studio

News Corp. is putting a digital spin on its historically print-focused business now that it owns Storyful and Web properties like IAF and Decider.

At today's NewFronts presentation, the company opened up about its strategy with a lineup of new shows and digital initiatives. It also talked about Post Studios, which collaborates with advertisers on original branded videos.

News Corp. owns The Wall Street Journal and Post Digital Network, which includes The New York Post and its gossip mainstay Page Six.

IAF (Internet Action Force), a self-styled team of nerds that combs the Internet for the best videos, also falls under that umbrella now. As does Decider, which is billed as a "pop culture destination for today's on-demand generation." It helps people find what movies and shows are streaming and where.

John DeVore, IAF's top editor and a veteran of Conan O'Brien's Team Coco, explained the concept behind his new venture at the NewFronts presentation.

"My job is to make people laugh, get their attention and create digital video that is mobile, short and rapid-response," DeVore said. "We have to create content we believe in, create a lot of it, and pray."

Post Digital Network pitched advertisers on new shows—Surreal Estate, about ridiculously lavish mansions; Do What You Love, about jobs of passion; and a how-to series called Here to Help.

New York Post CEO Jesse Angelo said Post Studios is a big part of the advertising draw—its team works with brands on customized videos.

"The idea of getting in at the ground floor of the creative process has been and will continue to be an important draw for Post Studios, as we continue to grow our client base and work with brands that want to tell their story," Angelo said in an e-mail following the presentation.

Then there's Storyful, a new digital business that helps advertisers tap into the world of online user-generated content.

The videos can be of a mom filming her kid saying goodbye to a pet goldfish, or farm animals playing, and they all seem to share that common spark that draws the Internet's attention.

Storyful does the leg work for brands—including clients such as Google and AT&T—vetting the videos, finding the owner and striking deals to use the material.

"We're making sense of social for all our businesses," Storyful's CEO Rahul Chopra said. "And we're giving brands the ability to leverage content that they can use as part of their message across any platform."