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Cosmopolitan's New Editor Is Bringing Her Health and Digital Know-How to Hearst

Wed, 18 Jan 2017 00:24:46 +0000

Specs Who Michele Promaulayko  Current gig Editor in chief of Cosmopolitan and editorial director of Seventeen Previous gig Editor in chief, Yahoo Health Twitter @michprom Age 46 Adweek: Right around the time that you were named editor of Cosmopolitan, E! began filming a docuseries about the magazine, So Cosmo [premiering Feb. 8]. What was it like getting this huge job and then immediately being on a reality show?  Michele Promaulayko: It was next-level insane. It was kind of just a trial by fire, you just get thrown in. That's Cosmo—everything's done in big fashion—but it was kind of crazy. Did you know that you were going to be part of a TV show when you signed on to become editor? Well, it's funny … Yes and no. Yes, in the sense that I knew about it from having read about it, but it wasn't something that factored largely into the conversation. So it was a little head-spinning, but it's such a great opportunity for our brand and also for the brands that work with us. And, I mean, what brand wouldn't die to have this? But it's a lot in your first eight weeks. It's not like they were following me around all the time—I'm peripheral [to the story]—but they were here. You recently spent a year and a half at Yahoo. How does that experience factor into what you're doing at Cosmo, where the digital and print sides are mostly separate? One of the things that we're doing is trying to create a little bit more fluidity between the two sides. They've been siloed for good reason. [Digital] needs to produce the abundance of content that they're producing and not be beholden to what we're doing. But we now want to help them produce content, so we're being all trained on the CMS. We have a close relationship; we talk to them all the time, we're planning stories to do together. What did you learn working for a digital-first brand that you're applying to your new role? One of the things I learned is how to look at a conversation or a news story that's happening and figure out what germ you're going to take from it and what you can expand on that hasn't been talked about enough. When I was working for Yahoo Health, there might be a story that on the face of it didn't seem like a health story, but if you dug down you could find something about it that was related to health. The ability to generate ideas at the drop of a hat is something that's always going to be important for content creation no matter where that content is going to live. What kinds of changes are you bringing to Cosmo as far as editorial coverage? I want to bring my authority and experience in wellness to the pages of Cosmo, not just because it's my experience lately but because it's such an important topic to millennial women and to everybody. The wellness coverage will be more 360, so mental health in addition to fitness, nutrition, sexual health, et cetera, because our readers tell us all the time they're looking for ways to decompress. So that's definitely an area of expansion. From Helen Gurley Brown to Joanna Coles, Cosmo is known for having editors with very strong points of view. What do you want your Cosmo to be known for? You know, that's a great question. I think that relationships have never been trickier to navigate than they are now with the advent of apps and even the increased acceptance of sexual fluidity and expression of that. And Cosmo has always been first and foremost a relationship guide. So while there are a lot of other peripheral things I want to do, if I can be a go-to guide for young women to help them navigate healthy, satisfying relationships, I would think that would be a huge accomplishment. This story first appeared in the January 16, 2017 issue of Adweek magazine. Click here to subscribe. [...]


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Billboard Buys Spin and Vibe in a Quest to 'Own the Topic of Music Online'

Thu, 22 Dec 2016 19:47:24 +0000

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The Hollywood Reporter-Billboard Media Group is acquiring the music assets of SpinMedia, including Spin, Vibe and Stereogum, expanding Billboard's reach into the music news world.

"In recent years, we set out to own the topic of music online, and the acquisition of these incredible music assets helps us do just that," said Media Group co-president John Amato, adding that the deal is meant to "fully capture the value of millennials and music."

Once closed, the combined entity will reach 45 million monthly unique visitors. SpinMedia CEO Stephen Blackwell will be named chief strategy officer and report to Amato.

"Bringing in these historic brands under Billboard gives us the chance to serve passionate music audiences from rock to urban to pop in one massive portfolio," said Media Group co-president Janice Min.

A transaction price was not revealed.

Spin magazine was founded in 1985 by Bob Guccione Jr. Guccione sold the magazine in 1997 to Miller Publishing, which sold the title in 2006 to an entity that became Spin Media LLC, which in turn sold to Buzzmedia in 2012. The publication went fully digital later that year. SpinMedia, as it was then known, acquired Vibe in 2013. Vibe was founded by Quincy Jones 20 years earlier, and it's print product was shuttered in 2014.

SpinMedia also includes the sites Celebuzz, The Playlist and The Frisky, which had been posting stories as of this morning. It's not known what will become of those sites.


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Trump Tweets Temper Tantrum Over Vanity Fair Restaurant Review

Mon, 28 Nov 2016 16:00:01 +0000

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Donald Trump took to Twitter to complain again. But that's not news.

Today, however, he took umbrage with Vanity Fair's recent review of his Trump Grill restaurant, written by Tina Nguyen.

The review, published Wednesday, was full of undeniably sick burns on the Trump Tower establishment. The author said that the "bathrooms transport diners to the experience of desperately searching for toilet paper at a Venezuelan grocery store" while linking to a Vice video on the Venezuelan food shortage crisis.

She also documented how the steak filet was "slumped to the side over the potatoes like a dead body inside a T-boned minivan" and that it "might not have even been a filet at all."

Trump, expectedly, did not take kindly to the review. He used it as an opportunity to poke Vanity Fair's editor, Graydon Carter, once more.

"I, of course, am part of the problem," humbly wrote Coppins.

Recently, Coppins was a part of BuzzFeed's groundbreaking dip into live news coverage as he reported from the Trump campaign's gathering on Election Day on Nov. 8.

And spending time with Trump so early in the campaign, though not well-received by Trump and his team, gave him a deeper understanding of how that particular machine worked.

The Atlantic's politics and policy reporting team has tripled in size over the last year and has increased traffic to that part of its website by 200 percent.

"I'm thrilled that McKay is joining our already stellar politics team," said Jeffery Goldberg, eic of The Atlantic. "He is one of the brightest and most talented young politics writers in America, and Atlantic readers will quickly come to rely on his reporting and analysis."


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Why The Washington Post's Jeff Bezos Is Adweek's Media Visionary of 2016

Mon, 28 Nov 2016 11:55:41 +0000

Few tech entrepreneurs have had the ability to imagine a future just beyond our reach, and to profoundly change how we live our lives. Steve Jobs and Mark Zuckerberg are two such stars, and Jeff Bezos, our Media Visionary for 2016, joins this constellation. From ecommerce and streaming video to artificial intelligence, drone deliveries and publishing, look to Bezos to enable the Jetsons age. Amazon's founder and CEO has spent the past two decades building a global shopping site with an active user base of 304 million. "This year, Amazon became the fastest company ever to reach $100 billion in annual sales," Bezos wrote shareholders in July. In the coming years, Bezos aims not only to expand the retail colossus but also his burgeoning Amazon Prime business. U.S. membership in Prime—which, for $99 per year, provides access to two-day shipping, streaming video and ad-free music, among other benefits—grew to 63 million in Q2 of this year, according to Consumer Intelligence Research Partners. Meanwhile, The Wall Street Journal last week reported the possibility of a premium live sports package—negotiations over game rights with the NBA, NFL and MLB are said to be underway. Prime Video may soon rival Netflix on a global scale, with the streaming business set to launch in 200 countries and territories, including Canada and Australia. (It's currently available in the U.S., the U.K. and a handful of other countries.) As Bezos eyes expansion, he has made an equal commitment to producing the highest quality programming. Amazon Prime series reaped six Emmy Awards this fall, including two for comedy Transparent, also a Golden Globe winner. Many media watchers scratched their heads when, in 2013, Bezos paid $250 million for The Washington Post. But in that, too, Bezos casts his gaze toward the future. While he has stayed out of the newsroom, allowing editors and reporters to do their jobs, Bezos has invested heavily in the future of the 140-year-old Post, which is now billed as a "media and technology company." Bezos not only has spent money hiring journalists but also engineers. In mid-2015, the Post began using an enhanced content management system called Arc Publishing, which, among other things, flows seamlessly across platforms and optimizes headlines and articles, much in the way Amazon recommends the products consumers might want to buy. The move clearly paid off this fall. The Post's aggressive election coverage—which included breaking the story of the now-infamous Access Hollywood tape featuring Donald Trump making lewd comments about women—smashed traffic records, driving nearly 100 million visitors to the Post's site in October, per comScore. On the horizon, Bezos envisions a world driven by artificial intelligence. Already, he is doubling down with the release of Amazon Echo, a voice-activated speaker that connects to virtual assistant Alexa. The future is catching up, and it is Bezos who's poised to deliver it.  Check out the rest of this year's Hot List honorees: Digital Executive: Mark Zuckerberg Digital Creator: Casey Neistat Hottest Digital Brands and Products Hottest TV Shows and Networks TV Executive: FX's John Landgraf TV Creator: Full Frontal's Samantha Bee Hottest Magazines Magazine Executive Team: Hearst's David Carey and Michael Clinton Magazine Editor: New York's Adam Moss TV News Anchor: Fox News' Megyn Kelly This story first appeared in the November 28, 2016 issue of Adweek magazine. Click here to subscribe. [...]


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