Hearst UK wants all of its brands to have Good Housekeeping’s authority in product testing
Good Housekeeping set a standard at Hearst UK that the rest of the portfolio wants to replicate.
For nearly 100 years, the homelife magazine has cultivated a following of readers who trust its product recommendations, reviews and seals of approval enough to spend their money on those tried and tested items. Now, the Good Housekeeping Institute has expanded into the Hearst Institute, enabling the rest of the UK-based titles to use the same resources, experts and testing facility that has strengthened the GH brand’s trust with readers.
In the latest episode of the Digiday Podcast, Laura Cohen, Hearst UK’s head of accreditation, talks about what the expansion means for both the physical operations of the Hearst Institute as well as its ability to drive revenue from working with more brands and producing more content that can be monetized through affiliate commerce.
Below are highlights from the conversation that have been lightly edited for length and clarity.
Replicating the Good Housekeeping model
The Good Housekeeping Institute has been testing products since 1924, so [it’s] nearly 100 years old. We’ve taken the amazing credibility and authority that the GHI has and we’re utilizing that and expanding it to all brands at Hearst [including] Cosmo, Harper’s Bazaar, Esquire, Men’s Health [and] Women’s health. We’ve taken what the GH Institute does, which is test products and write reviews that consumers find really useful, and we are taking that across the whole of Hearst.
Widening the aperture to different editorial perspectives
A lot of our brands write about beauty, music, women’s health and men’s health [but] Harper’s Bazaar will look at beauty in a slightly different way to Cosmo in a slightly different way to Elle in a slightly different way to Good Housekeeping. So that’s where a lot of our testing can fit across lots of different brands because actually, Good Housekeeping might talk about a certain number of brands when it comes to eye cream, whereas Harper’s Bazaar would talk about slightly different brands. And so we’ve tested them all [in the end].
Making money on reviews
The main way in which we monetize the product testing is through selling the accreditation. So the Good Housekeeping Institute-approved or Harper’s Bazaar-approved. Normally, we offer between a six and a 12-month license on that individual product that’s passed the testing. And then clients can come to us and we can have a conversation about renewals at the end of the license period.
We also drive revenue through affiliate and e-commerce. There’s a huge amount of content that comes out of all the testing that we do and that content is then hosted on various different Hearst brand websites. What we found is that the products that had a logo next to them were the best-selling products within that article.
Why The New York Times’ Wirecutter is ramping up focus on style
In early 2021, Wirecutter soft-launched a new dedicated style section and is is currently hiring for style-dedicated roles.
‘Culture change takes years’: Facing ongoing calls for DE&I gains, publishers set new standards for hiring practices
The media industry is trying to solve a long-standing challenge: it is mostly white and male. Here's how some publishers are doing it.
Meet the ‘absolutist’ with the Section 230 tattoo on Google’s new misinformation policy team
Part of a nascent government affairs and public policy team at Google, Jess Miers is a die-hard fan of the 26-word law that gives legal cover to big tech platforms.
SponsoredHow retailers can be ready for holiday shoppers this year
Suchi Sastri, managing director and partner, Boston Consulting Group As the holiday season approaches and the pandemic continues to evolve, retailers want to know what to expect. Will e-commerce continue to grow at the rate it did last year? How big of a role will in-store shopping play in holiday shopping? While it’s still early, […]
‘A perfect time for someone like me to be in this role’: Maria Reeve is breaking barriers at the Houston Chronicle
Maria Reeve didn’t set out to become the first person of color to oversee the Houston Chronicle’s newsroom. But now that she is, she’s making it count.
Maven rebrands to The Arena Group and reorganizes around sports and finance
The Arena Group owns and hosts the domains of over 200 sites and generated $143 million in revenue for the year ending June 30, 2021.