Dotdash Meredith Highlights How Its Driving Action

The closing day of the IAB’s NewFronts saw Dotdash Meredith sing to advertisers about its stable of over 50 publishing brands that are laser-focused on helping readers find inspiration, answer questions or take action. “Understanding user intent drives our video strategy,” said Alysia Borsa, chief business officer and president, lifestyle, Dotdash Meredith. “Consumers have a need, we respond with expert content from trusted brands." The idea is that its brands can make advertisers “more effective, [drive] more performance and provide incremental reach,” she added, although stopping short of sharing details on revenue growth or specific advertising effectiveness. This week’s 15-minute virtual presentation marked the company’s first as a merged entity. Dotdash acquired Meredith in a $2.7 billion deal in October 2021. It’s one of a handful of media companies, like BuzzFeed and Complex, Vox Media and Group Nine Media, that have merged, shoring up scale as a way to seem more attractive to advertisers looking to reach audiences. For Dotdash Meredith, the appeal is tying up well-loved legacy titles with digital-first brands. The result, it hopes, is a sprawling portfolio of high-intent digital destinations that help viewers, spurring them to take action, driving loyal readership. IAC's Dotdash to Acquire Meredith in $2.7 Billion Deal The publisher claims its 50-plus brands reach 200 million monthly users. Previously, it has stated it reached 95% of U.S. women with its titles. This has spurred it to become a category leader in beauty, entertainment, food, home and design, among others, the group said. Celebrity coverage, like that featured in titles like People and Entertainment Weekly, lends itself to video, said Leah Wyar, president, entertainment group Dotdash Meredith. She added that video makes celebrity coverage, like red carpet events, film premieres and celebrity interviews, more “beautiful, engaging and interactive.” Wyar points to weekly recap show, People in 10, plus Celebrity Astrology Investigations, which looks at celebrity couples' astrology charts to see if they make a solid romantic match, and Celebrity Pet Match Maker. We cover different complexions and different hair types because those are our viewers.—Janine Rubenstein, editor-at-large, People Magazine The publisher touted its commitment to its longstanding franchise SeeHer, which Meredith first launched in 2016 celebrating the centennial of women’s suffrage. Meredith has released multiple SeeHer programs over the years, but in 2021, during Meredith’s NewFronts presentation, it introduced SeeHer: Multiplicity, a series that shines a spotlight on the juggling act that women perform. On YouTube, the series has five videos at roughly nine minutes long each, such as this on Double Standards For Women Of Color In The Workplace, with 47,000 YouTube views or this on How Dina Hashem Found Her Voice as a Muslim Stand-Up Comedian, with 34,000 YouTube video views. Across the board, the company reiterated its commitment to diversity, equity and inclusion, both in editorial coverage and in its workforce. Each title has diversity pledges, including anti-racism efforts, plus content and imagery are now reviewed by a board made up of public health executives with backgrounds in DEI. Furthermore, beauty brands including InStyle, Byrdie and Brides reach 84% of women of color, according to Janine Rubenstein, editor-at-large for People Magazine. “We cover different complexions and different hair types because those are our viewers,” she added. The 6 Most Important Media Mergers of 2021

NewFronts

Dotdash Meredith Highlights How Its 50-plus Titles Focus on Driving Action

It marks the first NewFronts presentation as a merged company

Lucinda Southern

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