February 24, 2015 Last Updated 3:24 pm

Guggenheim Media, publisher of Billboard and The Hollywood Report, launches native ad division

Adapt Studios will be led by Billboard.com’s former editor M. Tye Comer, who was named senior director

Press Release:

NEW YORK, NY – February 23, 2015 — Billboard and The Hollywood Reporter today announced the launch of Adapt Studios, which will be dedicated to creating premium branded content and native advertising for brands looking to connect with consumers in the entertainment and music spaces. Billboard and The Hollywood Reporter are both part of Guggenheim Media’s Entertainment Group.

Leveraging Billboard and The Hollywood Reporter’s status as flagship news outlets in their respective spaces, Adapt Studios will offer advertisers unique access to an intensively targeted demographic of energetic, engaged fans. Billboard and The Hollywood Reporter now draw a combined 23.1 million monthly unique visitors in the U.S. and more than 15 million followers on major social media platforms, bolstering distribution efforts around customized content.*

“Entertainment and music are intrinsically linked to all of today’s pop-culture moments,” said Dan Strauss, general manager of Digital at Billboard and The Hollywood Reporter. “Adapt Studios will draw on that central role by creating authentic experiences that touch all advertising verticals, enhancing natural brand partnerships.”

The studio will also leverage the fashion clientele of Pret-a-Reporter, The Hollywood Reporter’s style and beauty outlet.

“Adapt Studios is very much rooted in, and the product of, an entertainment company,” said John Amato, co-president of Billboard and The Hollywood Reporter, who has played a lead role in the launch. “With the power of three industry-leading properties in Billboard, The Hollywood Reporter and Pret-a-Reporter, we see untapped potential for smart content that represents brands, and cultivates and engages our already diverse audiences.”

Billboard’s proprietary chart data, including its heralded Billboard+Twitter Realtime Charts, will be featured in select branded content and native campaigns.

Leading the branded content team as Senior Director is Billboard.com’s former Editor M. Tye Comer, who was instrumental in building Billboard.com’s robust consumer audience. Comer, who will inform the branded content with an editorial perspective, will report to Strauss.

“The Hollywood Reporter and Billboard connect with readers to a large extent on account of the quality, precision and excellence of the content they produce every day,” said Comer. “With this experience, we’ll be able to offer brands a similarly powerful connection to entertainment and music audiences.”

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