The Daily Dot pins video strategy on partnerships
On paper, “Internet newspaper” Daily Dot and Nancy Grace HQ HLN have little in common, but the media companies have found common ground with Daily Dot’s budding video operation.
With their new deal, HLN and Daily Dot are teaming up for a new video distribution and content sharing deal. “Next Sex,” the deal’s first program, launches next month, and will appear both online and as a weekly three-minute segment in HLN Now, HLN’s signature show. Daily Dot reporters will also appear as regular guests on other HLN programming, including “Dr. Drew On Call”, and “Weekend Express with Lynn Berry”. All of that is a big deal for the Daily Dot, which can expose its relatively young brand to HLN’s viewership of 90 million U.S. households.
“This is about getting our content in front of audience that doesn’t necessarily overlap with our current one,”said Daily Dot video director Josh Rubin, who joined the company in July to build the Daily Dot’s video footprint. “Appearing on television also adds a certain amount of credibility to what we’re trying to do.”
Rubin, who spent ten years at CNN before jumping to The Daily Dot, said that the move is primarily a brand extension play, meaning no money is changing hands at first. Likewise, HLN is handing production of the Daily Dot’s video, which also reduces the overhead of The Daily Dot’s video operation, which has been centered on partnerships so far , such as its deal with YouTube multichannel network Rooster Teeth for a weekly video series since August. Rubin said the plan is to bring more video creation in-house over the next year.
“It’s good that they’re trying to bridge the divide between the new media and the old media,”said Nathan SooHoo, lead analyst at Venture Scanner. “Audience consumption habits are changing, and people are moving to a different medium. They’re trying to get in front of that.”
The effort is part of The Daily Dot’s effort to market itself based on its influence, as measured by the number of times its work is referenced in other media. This harkens back to the “media mentions” measurements used for years by magazine publishers.
But the backdrop is more dire for HLN. While the reach of digital-first operations like the Daily Dot continues to grow, the picture is less rosy for news networks like CNN and HLN. Ratings for both networks dropped by double digits over the past year — a 10 percent daily decrease for CNN and a larger 21 percent drop for HLN, according to Nielsen.
“There’s a really compelling audience play here for both of us. They have an attractive digital audience, HLN has an attractive television audience, and neither of them is the same,” said Lila King, HLN partnerships director.
‘We’re netting out with higher revenue’: Publishers reaping the benefits of Snapchat’s strong second half
With CPMs up as much as 20% year over year in the fourth quarter, many Discover publishers are bullish on the upstart platform for next year.
How Cosmo is building brand affinity with younger audiences through its focus on commerce
Cosmopolitan's focus on e-commerce through a line of branded wines and its own shopping holiday has led to a 254% increase in product sales.
‘Go to market faster’: The Washington Post’s Arc goes outside the tent for payment and data integrations
Subscriber revenue has become more of a priority to the Washington Post's Arc clients since it launched its subscription tools last year.
SponsoredPublishers will lead the charge as cookie-less advertising becomes the norm
Steve Wing, managing director, EMEA, Magnite As the advertising industry moves closer to a cookieless world — one in which browserless environments including connected TV (CTV) and mobile in-app are an increasingly large part of ad budgets — publishers will have an increasingly important role in developing the future of identity. Segment creation and identity […]
‘Profitability in the back half of next year’: BuzzFeed CEO Jonah Peretti (and Verizon Media CEO Guru Gowrappan) on their big merger
A special Digiday podcast episode features Interviews with BuzzFeed CEO Jonah Peretti and Verizon Media CEO Guru Gowrappan.
‘A digital Madison Square Garden’: How Complex reimagined the sponsorship opportunities for ComplexLand
The online event, which will combine music, conversation, gaming and shopping in an online world, will have 60 sponsors.