Time Inc.’s Entertainment Weekly and Essence sign up with Snapchat’s Discover platform as editorial partners
The latest shiny object for publishers is Snapchat. As the press release below points out, Snap’s content partners now include The New York Times, The Wall Street Journal, Now This News, the Daily Mail, Bleacher Report, BuzzFeed CNN, The Economist, and more.
One of the latest to join in is Time Inc., a publisher which is the subject of acquisition rumors, but we’ll just have to wait and see.
Time Inc. reports earnings a week from today.
NEW YORK, NY, February 9, 2017 — Today Time Inc. and Snap Inc. announced a new deal to bring two of Time Inc.’s media brands, Entertainment Weekly (EW) and Essence, to Snapchat’s Discover platform as editorial partners. Under this new deal, an expansion of an existing partnership between Time Inc. and Snap, EW and Essence will each launch weekly editions for Snapchatters in the US in the coming weeks.
EW and Essence join Time Inc. sister brand People, which has a daily edition on Snapchat Discover. Time Inc. was an original partner when Snapchat launched Discover two years ago. Discover features selections of editorial content produced by leading media companies specifically for the platform and complements the personal perspectives that Snapchatters share when communicating through photo and video Snaps with their friends.
Essence’s weekly edition will address topics that range from entertainment and lifestyle to politics from the perspective of African-American women. Entertainment Weekly, the ultimate pop culture concierge on all platforms, and EW on Discover will provide great exclusives, incredible access, and intel and insight on the best TV, movies and music—smart, funny and first. The Snapchat audience will also see some of EW’s most beloved weekly features, like the Must List and Bullseye. EW’s and Essence’s strong editorial points of view will take form in video, graphics and animations to create an immersive experience on users’ devices.
Will Lee, Digital Director, Celebrity, Entertainment and Sports Groups, Time Inc., said, “The Discover experience on Snapchat has been incredibly rewarding and energizing for our audiences and for our editorial teams at People and beyond. Bringing EW and Essence to Discover is essential to our ongoing pursuit of new storytelling on new platforms for new audiences.”
“Our goal is to entertain and inform Snapchatters on a wide range of topics that speak to the diversity and many interests of our community,” said Nick Bell, Vice President of Content for Snap Inc. “Essence has served as a quintessential guide to what matters to African-American women for decades. Entertainment Weekly provides unparalleled insider access to take our audience deeper into the stories behind their favorite shows and movies. Their strong editorial perspectives will be incredible additions to our Discover lineup.”
Snap’s other editorial partners that publish editions in the US include the New York Times (just announced), Mitu, the Wall Street Journal, Now This News, the Daily Mail, Brother, Cosmo, Bleacher Report, BuzzFeed CNN, Comedy Central, Mashable, Refinery29, Tastemade, The Economist, MTV, Complex, Vogue, Sweet and the Food Network.