People Magazine Minted Oscars Snapchat Gold

A journalism format far from the purview of Best Picture winner Spotlight.

A windowless conference room in New York is not quite as glamorous as the red carpet outside the Dolby Theatre. But per a Bloomberg Businessweek piece by Max Chafkin and Sarah Frier, that’s where a team of seven People magazine editorial staffers made some Academy Awards magic.

The Monday Feb. 29 edition of People’s daily Snapchat Discover offering, which goes live at 6 a.m., ranks as the most viewed yet, though no specific numbers were shared:

The 10-second ads that run in between snaps command higher rates than are generally offered on Facebook and Instagram, revenue that People splits with Snapchat.

Joe LaFalce, executive director of business development for People and Entertainment Weekly, won’t comment on the financial performance of People’s Snapchat channel, but says, “We wouldn’t want to be putting our eggs into a basket that wasn’t giving us a return on investment.” The plan is to add three more people to the Snapchat team in the coming months. “It’s a really important platform to us,” says Zoe Ruderman, a features director. “We really think of it as creating a mini magazine or a mini TV show every day.”

Ruderman told Bloomberg that she envisions what a 16-year-old girl would most want to see when guiding the publication’s growing Snapchat team.

Previously on FishbowlNY:
Roger Federer Is Attending the Oscars!