Scripps Networks Interactive launches new editorial unit: Scripps Lifestyle Studios
Although the press release below does not say it directly, it appears that the new Scripps Lifestyle Studios, launched by Scripps Networks Interactive, is the new content market arm of the company. The supporting website talks about brands and content, rather than editorial (which is why the release below is a bit confusing).
The new unit is made up of both editorial and ad executives who have been with Scripps for a while, and are located in both Knoxville and NYT. It would be nice to know if there are plans to expand the staff (it would be nice if someone, somewhere were hiring), but then again, maybe this will come with time.
Here is the announcement for the new editorial unit from Scripps Networks Interactive:
KNOXVILLE, Tenn. – December 10, 2015 — Scripps Networks Interactive, the global leader in lifestyle media, is launching a new business division to drive digital content innovation and advertising solutions.
Scripps Lifestyle Studios is a full-service editorial unit that will spearhead the development of compelling lifestyle experiences across multiple platforms including social media, apps, websites and third party digital media outlets.
As well as working with teams within Scripps Networks Interactive’s market leading lifestyle TV brands including HGTV, Food Network and Travel Channel, the Scripps Lifestyle Studio division will be tasked with producing content and advertising solutions encompassing video, photography, social, live digital events, and written word editorial.
“This new creative hub will enable us to achieve significant additional scale across all digital platforms, and build on our leadership position in lifestyle content,” said Burton Jablin, Chief Operating Officer, Scripps Networks Interactive. “The linear content we produce across our television networks is an essential element of the media plans of brands that want to reach large upscale adult audiences. With the creation of the Scripps Lifestyle Studios, we are making moves to ensure that we deliver that same audience across the broadest possible range of our own platforms and those of our partners.”
Scripps Lifestyle Studios, which will be led by experienced content executive Scripps Lifestyle Studios Senior Vice President & General Manager Vikki Neil, will develop relevant shareable content that instantly connects with digital-first consumers. The division will give the company greater agility to deliver high quality multi-format content, to take advantage of key tactical audience and advertising opportunities. Deeper integration of advertisers into authentic storytelling will enable clients to reach high-value audiences on the digital platforms they love, and to translate that engagement into deeper connection and transactions.
Scripps Lifestyle Studios will operate physical locations through the Food Network Kitchen in New York City, and the HGTV Studio in Knoxville, Tennessee, and will bring together more than 100 culinary, home and travel experts to create unique content opportunities for consumers and advertisers alike. The food team’s content initiatives around Thanksgiving last month gave foodnetwork.com its biggest ever Thanksgiving Eve, with more than 30 million page views as people planned their holiday meal, while the live roasting of a turkey from start to finish helped the site to its highest-ever Thanksgiving Day page views and visits.
Already the leading media test kitchen in the United States, the Food Network Kitchen will become an important production hub, developing and producing relevant and entertaining food-related content on a daily basis, including for the company’s own digital platforms as well as third party services including Snapchat, Facebook and Periscope.
The division will work with both television and digital-native talent to build deeper connections with the day-to-day lives of consumers. The Scripps Lifestyle Studios will also collaborate with traditional and digital content production companies.
“Advertisers turn to us because of our unmatched ability to deliver high-quality audiences who want ideas, information and inspiration about home, food and travel,” said Vikki Neil. “With the Scripps Lifestyle Studios, we’re going to be able to reach even more people with high quality original content designed specifically for the platform on which it is delivered.”
In addition to Neil, the Scripps Lifestyle Studios management team includes former Martha Stewart Living executive Deb Puchalla as Vice President of Content Development, and digital advertising specialist Traci Topham as Senior Vice President of Scripps Lifestyle Studios Client Solutions. Executive Vice President of Digital, Tamara Franklin, heads Scripps Networks Interactive’s digital business while Executive Vice President of Digital Ad Sales, Beth Lawrence, heads digital advertising sales.
New upcoming launches from Scripps Lifestyle Studios will feature both linear and digital talent across multiple platforms. Initiatives include HGTV Happy, with short videos on simple ways to brighten lives, including personalizing your phone, creating slow cooker cocktails, and surviving snow days; Food Network Star winner Justin Warner in food trends and interview show Foodie Call; and a social-first series on crave-worthy late-night snacks.
Social events will bring unique content experiences directly to fans. A day-long cookie party on Facebook Live featuring live holiday entertaining and baking fun with HGTV and Food Network takes place on December 11. Bobby Flay and his daughter, Sophie, are cooking together in videos for Food Network’s Discover channel on Snapchat; and on December 13, Alton Brown will take over the Snapchat channel, giving fans a behind-the-scenes look at his favorite eats and revealing sabotage secrets from hit Food Network show Cutthroat Kitchen.