What to watch for at the Newfronts: Day seven
The Economist will sell short documentaries. Studio 71 has offline films.
May 10, 2016
By the editors of Media Life
The Digital Content Newfronts has kicked off, and over these two weeks there will be more than three dozen presentations. Media Life will present daily previews of these presentations and the companies behind them to assist media people in gauging their importance, influence and popularity.
Here are the day seven presenters
What it is: A magazine publisher.
Why it’s doing video: Because all the other magazine publishers are doing it too, and there’s ad revenue here.
Of course, this being The Economist, the magazine wants to do video smarter than any of the other magazines. You won’t catch any headlines about the Kardashians or cheap Donald Trump jokes on the movies in Economist Films.
Sample series: Global Compass, a social affairs series sponsored exclusively by Virgin Unite, tries to find original approaches to longtime policy problems. The first episode, for instance, dealt with the war on drugs.
Reach/stats: The magazine says it has a global audience of 11 million unique visitors per month online, including 4.7 million in the United States.
It has released scant information on its video, though Economist Films just launched last year.
What to expect today: A big push behind Economist Films, as well as a few new series now that the company has found its comfort spot in video.
Influencer rank, on a scale of 1 to 10: 3
It’s extremely influential in print but a latecomer in video.
What it is: A multichannel network formerly known as Collective Digital Studio.
Why it’s doing video: That’s been its focus since launch five years ago.
The site was sold to ProSiebenSat.1, a German company, last year, and this will mark its first Newfronts since the sale and the name change.
Sample channel: Comic vlogger FouseyTube (real name: Yousef Saleh Erakat) has more than 8.6 million subscribers to his channel, which showcases his funny routines about growing up Palestinean in America but also his struggle with bipolar disorder.
Reach/stats: Studio 71 consists of more than 1,000 YouTube channels, and it ranks as one of the top 50 networks on the site.
It claims to reach one in six Millennials and generate 3.5 billion views per month.
What to expect today: Studio 71 has been experimenting with offline content with the release of the movie “Natural Born Pranksters” this spring and two more films to come.
It will also tout the ways advertisers can get involved with its top creators, such as Epic Meal Time and Rhett & Link.
Influencer rank, on a scale of 1 to 10: 4
It has a lot of top talent, but it’s an MCN. And at this point in the week, media buyers are growing tired of MCNs.
What it is: A multichannel network.
Why it’s doing video: Because it always has.
The MCN launched in 2011, as a startup video network focused on style and beauty. It’s received several rounds of cash funding from big European companies and has tried, in the past few years, to build itself out from YouTube in order to diversify its revenue stream.
Sample series: StyleHaul recently launched a scripted show, “Relationship Status,” that looks at modern dating.
Reach/stats: The MCN has more than 6,500 content creators in its network, who generate more than 2 billion views each month.
It has 279 million subscribers, and its YouTube channels generate more than 80 million views per month, according to comScore.
What to expect today: StyleHaul will undoubtedly address the partnership it entered with Time Inc. earlier this year, which will see them collaborate on ad campaigns for Millennials.
Influencer rank, on a scale of 1 to 10: 3
It’s an MCN, and not as big as Maker Studios or the other major multichannel networks.
What it is: An online and video-on-demand healthy living service.
Why it’s doing video: Because it targets Millennials.
The entire Healthination business model is based on reaching young women with workout videos and nutrition information.
Sample video: A typical video is called “Gluten-Free Cinnamon Rolls,” and it shows how to make a healthier version of the traditional indulgence.
Reach/stats: The company claims a third of its audience is ages 13-34.
It also claims its videos draw more than 87 million views per month.
What to expect today: Last year Healthination earned kudos for delivering one of the shortest pitches of the Newfronts, a video that lasted barely seven minutes. This year it’s been tight-lipped about its plans.
Influencer rank, on a scale of 1 to 10: 2
It doesn’t have any big video stars and lacks the traffic of other sites.
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The word: Time Inc. sale is imminent
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Media Life’s Digital Media Transparency Initiative
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- Arun Kumar becomes chief data and marketing tech officer at IPG
- Jenny Campbell rises to managing director at 72andSunny
- Adam Crandall becomes director of strategy at mono
- Mark Wildman rises to EVP of partnerships at Westwood One
- Kevin Craig rises to SVP of newspaper relations at AMG/Parade
- Bill Corvalan becomes VP of West Coast partnerships at AllOver Media
- Richard Just becomes editor at The Washington Post Magazine
- Gemma Lawson rises to VP and design director at Nickelodeon
- Ashley Judd joins Epix' 'Berlin Station'
- Former NBC ad sales executive Robert Blackmore dies at age 90
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