Why Hearst Digital Brand Delish Is Launching A Print Magazine
Digiday: "When Hearst created its internet-inspired food brand Delish six years ago, its product strategy was entirely digital, which was unique within the publisher’s portfolio of legacy magazines. And while Delish may not be one of the “Hearst titans,” its playful nature has helped grow the brand’s audience and hone a group of super fans who are willing to pay to be closer to the brand in more ways than one, according to Delish editorial director Joanna Saltz on the latest episode of the Digiday Podcast. Now, Hearst is bullish on building out its reader revenue lines by installing paywalls on its websites and securing more product licensing opportunities tied to its brands. Delish is not exempt from that strategy. After it successfully created cookbooks and bookazines, the brand will launch a quarterly print magazine as a way to build out its membership offering. Delish is also seeking a stronger connection to its audiences’ kitchens with everything from branded ice cream to kitchen appliances, said Dan Fuchs, Delish’s VP and CRO. Saltz, in a Q&A: "We realized that our audience really does have a high appetite for print [and] from cooking from a piece of paper. We’ve been doing cookbooks for the past few years and so as we started to develop our next phase, which is really around consumer memberships, we realized that the people who want to be a part of the Delish universe and want to pay to be a part of it, really also want to see us in print. And so we made the decision [to] do it four times a year, make it super fun, make it really themed"... Fuchs: "The origin behind [the magazine] was membership-driven [but] from a strategy standpoint, we’re really looking at it cross-platform holistically. Starting with issue number two, we’ve already sold some pages and that’s great, but we’re having also some deeper conversations about native content and sponsored recipes. And also how does that tie into what a partner might be doing with us on Delish.com. Theoretically, we could be doing some great branded content videos for an ingredient-based advertiser that can easily translate itself into a really cool native execution in the magazine spreads. There are some recipes that play a little bit better in print than they might digitally... Licensing is definitely [a focus] as we look into that growing segment of non-advertiser revenue. We’re doing fewer but bigger, and maybe more longstanding, deals. We’re putting a little bit more strategy behind that business, as we look toward what’s really good for the brand, like the Enlighten [ice cream] partnership, [which] gets the Delish name in grocery stores. The [Delish-Dash kitchen] mixers [are a] chance for us to play around with design and [Dash has] sold over $1 million worth of mixers in 2020. And that’s an Amazon-based sales model. But we’re going to be testing some HSN on that in May."
Meredith Launches Paw Print: Print Mag for Pet Owners
Meredith Corp. has launched Paw Print, a custom print magazine aimed at dog and cat lovers, sponsored at launch by Mars Petcare. The new title will be delivered to 1M Meredith consumers who own both a dog and a cat, according to George Baer III, VP, managing director of Meredith's custom content studio, Foundry 360 @ Meredith. It will be a companion to the company’s DailyPaws.com, a digital product that has more than 2M unique monthly viewers. Meredith, which includes pet-related content in titles including People, Real Simple, Southern Living and Parents, says it reaches nearly 70% of all pet owners in the U.S., making Paw Print the largest consumer magazine serving pet families, per MediaRadar stats. “Paw Print serves the needs of pet parents by giving them ways to make their homes more pet-friendly and ensuring that their pets live healthier lives,” said the magazine's editor in chief, Diane di Costanzo. "Pairing our industry expertise with Meredith's platforms allows us to share the health and wellness content pet owners are seeking," said Craig Neely, VP of marketing, Mars Petcare. Nearly 85M U.S. households have at least one pet, according to a recent survey from the American Pet Products Association. There are 63.4M canine and 42.7M feline homes, with many owning both."
Teen Vogue Names Versha Sharma Editor in Chief
MediaPost: "Versha Sharma has been named Teen Vogue's editor-in-chief, two months after Alexi McCammond withdrew from the job over comments she made in tweets as a teenager. Sharma, who starts May 24, will lead the magazine's editorial across all platforms. Since 2014, Sharma has served as a managing editor and senior correspondent at NowThis. Previously, she worked as a news writer and later associate publisher at TalkingPointsMemo, and at Vocativ, where she managed seven international bureau leads. “Versha is a natural leader with a global perspective and deep understanding of local trends and issues — from politics and activism to culture and fashion — and their importance to our audience,” said Anna Wintour, global editorial director, Vogue, and chief content officer, Condé Nast."
Meredith Previews Video, Audio Content Slate at Newfronts
FIPP: "Meredith Corporation has unveiled a new slate of premium video and podcasting programming at the annual IAB NewFronts event, providing new ways for consumers to engage with content from its many brands.The announcement follows a rise of 16 per cent in digital engagement with Meredith brands and a 45% YoY climb in video views across owned-and-operated sites from January through December 2020, according to Google Analytics. At the same time, Meredith’s content drove over $1.2B in retail sales from its shopper and e-commerce capabilities. “Meredith serves the fundamental needs and passions of American women, many of whom are primary household decision makers,” said National Media Group President Catherine Levene. “The enormous demand for our food, parenting, health, home, lifestyle, and entertainment content and experiences across our channels demonstrates how in sync our brands are with our massive audiences today.” Driven by consumer intelligence capabilities, Meredith’s new programming includes People's "One and Done with Ayesha Curry," "People in the '90s," "SeeHer Story" and "She Rises: Reinvention." "SeeHer Multiplicity" is from Parents, Health, People en Español and Parents Latina. On May 12, Meredith will also share its slate of audio programming at the IAB Podcast Upfronts. The company has introduced 15 new podcasts or seasons in the past year"...
OTHER NEWS OF NOTE:
CVS, Rite-Aid Up the Same-Day Delivery Ante
SN: "With the pandemic pulling many Americans into the online shopping realm, drugstore chains CVS Pharmacy and Rite Aid are serving up more same-day delivery options. CVS on Tuesday unveiled an upgrade to its CarePass customer benefits program that gives members free same-day delivery of prescriptions through Shipt. Meanwhile, Rite Aid has partnered with DoorDash for same-day delivery of non-prescription health, wellness and convenience products. Using the new CarePass benefit, members can order new prescriptions and refills from CVS Pharmacy with no delivery fee and receive them via Shipt within hours, CVS said. Members also can add front-end and over-the-counter items to their prescription delivery, including from categories such as vitamins, digestive health, pain relief, first aid and grocery. Non-CarePass members can get same-day prescription delivery for $7.99. A paid program, CarePass includes such benefits as access to a 24/7 pharmacist helpline, 20% off CVS Health-brand products, a monthly $10 Promo Reward and free one- to two-day shipping on CVS.com. Membership costs $5 per month or $48 annually. In offering the new CarePass delivery benefit, CVS is leveraging its current partnership with Shipt, a subsidiary of Target Corp., which has CVS Pharmacy departments in over 1,700 stores. Same-day delivery by Shipt is available at nearly 8,000 CVS drugstores in 47 states for eligible prescription drug orders with qualifying prescription benefit programs and insurance plans. Last June, CVS announced a partnership with DoorDash for same-day delivery of food, grocery, nonfood and non-prescription products. The service kicked off in selected markets and then expanded nationally in July... Through its partnership with Rite Aid, DoorDash said the drug chain’s customers can now order non-prescription products for home delivery via the DoorDash app or website from more than 2,100 Rite Aid stores in 17 states and receive their items in an average of less than an hour. DoorDash said it will offer more than 24,000 SKUs from Rite Aid, including health and beauty aids such as shampoo and makeup; non-perishable and perishable groceries, such as milk and Thrifty ice cream; OTC medicines like pain relievers and cold/flu remedies; and household products, such as paper towels and cleaning supplies"...
Giant Company Plans 4 New Philly Locations
SN: "Following the recent opening of a new flagship store, The Giant Company has unveiled plans to add four more locations in Philadelphia, which would raise its total to 10 stores in the city.Carlisle, Pa.-based Giant said Monday that new Philadelphia stores in the works include a 32,000-square-foot Giant Heirloom Market specialty grocery store at 801 Market St. in the city’s Fashion District plus three Giant supermarkets: a 46,000-square-foot store on Columbus Boulevard at the corner of Reed Street, a 50,000-sq.-ft. store on North Broad Street at the corner of Spring Garden Street, and a 40,000-square-foot store on South Broad Street at the corner of Washington Avenue"...
Stater Bros. to Open 5th Location in Ontario, California
PG: "Stater Bros. Markets plans to build a new store at the southeast corner of 4th Street and Haven Avenue in the city of Ontario, Calif. The store will be newly constructed from the ground up and will anchor The Collection Shopping Center, developed by Lewis Retail Centers. The 55,000-sq.-ft. supermarket will feature full-service meat, seafood, service deli and bakery departments; a vast selection of fresh and healthy offerings; spacious aisles to improve customers’ shopping experience; and a décor scheme reflective of the local community. In addition, the store will implement eco-friendly practices such as the use of energy-efficient equipment and energy-saving LED lighting. The new store will bring 150 new jobs to the area and mark the company’s fifth location in the city of Ontario"...
Stop & Shop Launches Pilot Program With Flashfood App
PG: "At Stop & Shop, the time is ripe for a program that reflects simultaneous demands for fresh foods, digital convenience and sustainability. The retailer has rolled out a pilot program at four stores in the Worcester, Massachusetts, area through which shoppers use a free Flashfood app to get deals on perishables nearing their expiration date. Customers buy products directly from the app and pick up their orders from a designated “Flashfood zone” inside participating Stop & Shop locations. While shoppers get savings on fresh produce, meat, seafood, dairy, deli and bakery items, Stop & Shop reduces food waste as part of its sustainability efforts"...
OTHER NEWS OF NOTE: