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Hearst's Esquire takes 'What I've Learned' feature to Medium

Esquire is launching a content partnership with Medium, the digital publishing platform founded by Twitter co-founders Evan Williams and Biz Stone, through which the Hearst-owned title will present audio recordings of interviews with celebrities like George Clooney and Clint Eastwood as animated videos.

The animated interviews are being culled from Esquire’s popular “What I’ve Learned” column, which typically features subjects like the late Elmore Leonard  dispensing male wisdom. As part of a 10-week series on Medium, Esquire will also produce 10 new “What I’ve Learned” text pieces for the platform, and will also resurface 10 previously published pieces from the magazine.

The new Esquire-on-Medium mini-publication, built by Medium’s internal creative services team, is being sponsored by Microsoft-and the HP Spectre x360. The deal was brokered by the online ad firm Nativ.ly. Esquire and Medium are splitting the associated ad revenue.

David Granger, Esquire’s editor-in-chief, said the Medium deal represents an experiment that will hopefully help the venerable brand reach a different set of readers, while also helping the company get more value out of pieces that take a while to produce and don’t always have an extended shelf life after print.

“We want to bring new life to some of these pieces, and hopefully make a bit of money along the way,” he said.

Source: WSJ Blogs

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