For fans who’ve wanted more from award-winning producer, writer and director Shonda Rhimes, here’s your chance.
Launching today, in partnership with Hearst Magazines Digital Media, Shondaland.com will provide advice, essays, articles, interviews, videos and more from the Shondaland production team. The site will use Hearst’s proprietary content platform MediaOS to collect insights, data and syndication opportunities across Hearst’s other titles and verticals.
“This was a logical continuation of what we’ve been doing for a long time,” Troy Young, global president of Hearst Magazines Digital Media, told Adweek. “We’re enhancing leadership in the female space with another distinguished title.”
Shondaland’s content will be shared across Hearst’s userbase of 200 million people and can easily jumpstart its work as a platform by using the communities and brands that have come built into the Hearst network. This includes publishing services, branded content structures, data and other marketing and sales opportunities.
“We’re dedicated to finding ways of bringing new voices, that are honest and candid, to a big audience,” said Young. “We want the magic of a strong community.”
He equated this new digital hub for Shondaland to the old days of zines, the often self-published and DIY versions of magazines that were created and distributed by hardcore fans of a specific piece of culture.
“That’s what modern media should be,” said Young. “Publishing should connect a passionate group of people, and we’re excited to see this birth of a new publishing brand based in a real point-of-view and a community.”
This distribution, platform and advertising agreement between Shondaland’s team and Hearst also includes Dove as a collaborative partner. Shondaland will create customized editorial and video content for the brand, for whom Rhimes acts as a creative director on its Real Beauty Productions film series.
“As a storyteller, I am excited to have another platform to tell all kinds of stories,” Rhimes told Adweek. “We are all about cultivating quality stories, not trending topics. This is about real people with real lives.”
Rhimes wants Shondaland.com provide a place for people to feel like they belong at a time when “people are looking to be inspired, to feel empowered and to feel like they have a sense of community.”
“We are defining what the next generation of lifestyle publication looks like,” said Young, “by combining platforms and passions.”