Hearst’s new platform approach: ‘You have to get it right at the start.’
Hearst Magazines, which publishes mass women’s titles like Cosmopolitan and Good Housekeeping, is taking a vastly different approach. It has created a company-wide network of contributors that is being picked and managed centrally. Individual brands get to submit wish-lists of assignments, which then go out by email newsletter once a day to the contributors, who have two days to respond. Accepted pitches are lightly edited and run on the host publication. There are 100 contributors so far, and their articles have run on six or so publications. Like other recent digital initiatives at Hearst, the network even has its own name.
More like this
Going viral with Hearst: lessons for creating engaging and sharable content