Last year, the big wave of pivoting to video washed over many media companies. Troy Young, global president for digital at Hearst Magazines, joined the Digiday Podcast last March and said half of Hearst Magazines’ content would soon be video.
This year, we invited Kate Lewis, svp and editorial director of Hearst Magazines Digital Media, on the podcast to check in with Hearst’s digital operations. So far, one-third of Hearst’s magazine content is video.
“It is definitely driven by advertisers. But it is also very driven by what the platforms want, but also consumption of video is going up. So I think there is an audience there,” said Lewis. “Video doesn’t change our brands. What changes the brand more is publishing so much stuff. When we published so much, we began understanding how the audience responds. Video lets us take the things they responded to and blow it up big.”