Google Glass has already gotten a reputation as a geek-guy thing, but Hearst doesn’t think that’s going to be the case in the long run.
The publisher is the first magazine to have a Google Glass app. Elle will join The New York Times, CNN and Mashable as the first publishers to build for the wearable computer. The gamble is that Google Glass will become a mainstream product, or at the very least, Hearst will learn important lessons about the future direction of mobile content consumption.
“It’s early and it’s experimentation, but it’s in line with the overall approach to what Hearst is taking in mobile,” said Phil Wiser, Hearst’s CTO. “To understand where tech and product and consumers are going, you have to learn by doing, not researching. That’s where we are right now.”
Working with Google, Elle and Hearst developed the concept around Elle’s standing in the fashion community. The app pulls together Elle content — its most read articles, fashion insights of the day, horoscopes — and users can share content, but also create reading or shopping lists that can later be pulled up from a mobile or desktop device.
Hearst, which publishes titles like Esquire, Seventeen and Cosmopolitan, has been active in mobile for several years, starting with more than 100 mobile apps spanning its TV, newspaper and magazine groups. However, Hearst is seeing — and responding to — a shift in consumer behavior: Many of its major properties see more than 50 percent of their traffic come in via mobile devices.
The company has been rolling out responsive design for publications. As of now, the only titles to use responsive are Town and Country, and Road and Track. By the end of the year, all Hearst outlets will be responsive.
The company is exploring “native” advertising opportunities in mobile, but Wiser doesn’t think typical sponsorship models won’t work there.
“It’s not as big a shift as some make it out to be,” he said. “But it goes beyond coming up with a slot in a scrollable list that looks like everything else, in creative integration with the content.”
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.
Why podcasters are selling subscriptions through third-party vendors
Many podcasters are turning to third party platforms like Supporting Cast and Supercast to launch or grow their subscription businesses beyond Spotify or Apple.