What to watch for at the Newfronts: Last day
May 13, 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.
You can check out the day one story here, day two story here , day three story here, day four story here,day five story here, day six story here, day seven story here, day eight story here, day nine story here, and the schedule here.
Here are the presenters for the last day of the Newfronts.
What it is: A magazine company.
Why it’s presenting at the newfronts: To diversify.
Playboy cleaned up its website a couple years ago, removing the naked women. It did the same to the magazine last year, and it’s trying to prove it can offer a larger range of products and increase its reach.
Sample video: “Keegan-Michael Key Poses for Our May Issue, Looks Dapper AF” shows half of the Key & Peele duo looking pretty dapper, apparently.
Reach/stats: Playboy has claimed that its online readership soared when it booted nudes from its pages. It says unique monthly users went from 4 million to 20 million.
What to expect today: Media people have been critical of Playboy’s decision to drop nudes, saying that it robs the magazine of its identity. So expect Playboy to spend a lot of time outlining its new identity. .
Influencer rank, on a scale of 1 to 10: 4
No magazine company is doing great on video, but Playboy at least has one of the best-known brands.
Trusted Media Brands
What it is: A magazine company.
Why it’s doing video: So it won’t get left behind.
Like Playboy, TMB faces an image problem as a magazine company operating in the digital age. Offering video is a necessary way to stay relevant
Sample video: “She Carried Him Down the Mountain,” the story of a hiker who rescued a pit bull, drew nearly 2 million views on Reader’s Digest’s YouTube channel.
Reach/stats: TMB has a lighter video presence than many other magazines. The Reader’s Digest YouTube page has just over 10,000 subscribers.
What to expect today: TMB will introduce some new video series and reportedly outline a new digital strategy.
Influencer rank, on a scale of 1 to 10: 3
Magazines are still not big influencers.
What it is: A news website
Why it’s doing video: For page views.
Video can go viral and generate a huge number of clicks.
Sample video: Mashable’s recent “Exploding Watermelon” video drew record numbers of viewers on Facebook Live, more than 800,000.
Reach/stats: Mashable draws more than 20 million visitors per month.
What to expect today: Mashable has already announced a new partnership with Telemundo this week. It’s also expected to ramp up Facebook Live efforts
Influencer rank, on a scale of 1 to 10: 8
Mashable is one of the biggest names on the internet, and the exploding watermelon proved it can hold an audience – the video lasted more than 45 minutes.
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Tweeter in chief: How Trump could save Twitter
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The word: Time Inc. sale is imminent
Rundown: Which advertisers have jumped from YouTube
Media Life’s Digital Media Transparency Initiative
HBO does hard time with Dwayne Johnson
- 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
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: December 2016
Ad sales rep for a digital-only magazine
Freelance media planner/buyer available for all markets
Wanted: Media buyer in Philadelphia
Paid social media planner wanted in Detroit
Opening for a media planner at a top OOH agency