Hearst Magazines Drives Commerce Business, Fueling It With Customer Trust and Inspiring Content

Hearst39s shopping opportunities are driven by a flow between editorial and shopping experiences And key to it all is the trust its publications have built up over the decades quotConsumers are looking for information and inspiration from brands they trustquot said Todd Haskell Senior Vice President and CMO at Hearst Magazines quotThat trust leads to commerce and valuable data flows that continually fuel ongoing transactionsquot He noted that Hearst39s authoritative brands amplify the voice of its clients across print digital video social and experientialInvite job candidates to apply live during the Media and Advertising Community39s Black Talent Outreach Week at MediaVillagecom and AdvancingDiversityorg October 1720 Apply for jobssubmit your resume hereamp160The Hearst shopping path involves opportunities that range from the bold selfassurance of Cosmopolitan to the resourcefulness of Good Housekeeping to its fashion bible Harper39s Bazaar For example Harper39s Bazaar offers the immersive ShopBazaar experience for women to express their individual style Cosmopolitan has developed CosmoTrips a new concierge service that delivers a unique opportunity for the brand39s Gen Z and Millennial audience to quottravel like an editorquotHearst has also developed a Shoppable Video Ad Unit As a brandprovided video plays interactive hotspots appear for consumers to learn more or shop curated products The unit is targeted across Hearst39s collection of sites and runs on desktops mobiles and tabletsThe company has also launched a Shoppable Gallery a custombuilt commercedriven ad unit It runs in editorial environments relevant to specific advertisers and it can target distinct audience segmentsBecause of that growing business Haskell noted partnerships that are solely focused on branded content or a new ad unit are no longer the modus operandi quotWe have relationships across different dimensions content relationships advertising relationships commerce relationshipsquot he said Partnerships with all the major social media platforms are part of that quotMaking it multifaceted integrated and holistic is key with data being our critical guidequotMichelle Clemente Vice President of Product ampamp Technology Ad Product at Hearst said that quota datadriven personafocused lens enables both customization and scalequot That scale involves 652 million print readers MRI Spring report 142 million unduplicated unique site visitors Comscore and 256 million social followers public recordsYet Hearst39s media brands reach each consumer in personalized ways that drive action Clemente added To do so Hearst is quotleaning into attributable commerce by strategically aligning with commercefirst platformsquot she said Among the partners is Instacart allowing readers to shop their favorite recipes wherever they are inspiredAt the same time Hearst recognizes the importance of experimentation in storytelling including quotthe use of gamified units interactive quizzes and product sampling all of which allows for a much more personalized tactical conversation amongst our sites our audience and our advertising partnersquot Clemente explainedHearst is also evolving its social platforms to encourage valuable interactions related to specific advertisers and a primary goal is to ramp up ecommerce That goes a long way toward providing meaningful and measurable results as well as increased personalizationOn the topic of the Metaverse as a branding and commerce platform Haskell said his team is using a quottest and learnquot approach to separate out the hype from what39s possible for this newest form of 3D storytellingToday video is the dominant ecommerce format in particular short form live and shoppable videos that connect with different consumer personas Both Haskell and Clemente expressed pride in Hearst39s livestreaming campaigns across multiple forms of media offering experiences on whatever platform users preferThe shoppable moments range from ad units to preroll video that appears on Hearstbranded sites as well as client brand sites and social media In that way the flywheel of commerce is galvanized fed by the incisive power of data and compelling momentum of storytellingAs Hearst considers options related to strategic partnerships and technological innovation it remains focused on delivering exceptional customer experiences By adopting a customercentric approach and harnessing data Hearst intends to publish an everincreasing number of campaigns for brands and retailers across the purchase journey and industry categoriesClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Hearst Magazines Drives Commerce Business, Fueling It With Customer Trust and Inspiring Content

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Raquelle Zuzarte

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Hearst Magazines Drives Commerce Business, Fueling It With Customer Trust and Inspiring Content

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