The Cosmopolitan publisher wants the shift to put its biggest audience – women – front and centre of media plans trying to reach the demographic in the first half of 2015.
Advertisers can target a third of the women in the UK from its portfolio, Hearst has claimed, and the latest changes will look to display the quality of those audiences.
Repackaged data will unite readers under multiple titles or through behavioural, contextual and demographic data for the fist time in the hope of delivering ads at scale in a premium environment.
The strategy goes live in April when the publisher promises to reach one in three women and one in five men through its month-long “Hearst Beauty Unbound” initiative. Billed as a “beauty takeover”, all Hearst titles including Elle, Esquire and Harper’s Bazaar will create their own unique beauty theme from which brands can reach audiences.
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