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BizReport : Social Marketing : January 09, 2007

Social Networks the Cure for Magazines?

In their quest for new readers more magazines and newspapers are turning to social networking standbys. Blogs, RSS feed and more are popping up on magazine and newspaper websites, and some publishers are buying entire social networks in the hopes of boosting readership and revenue.

by Kristina Knight

One such buy is from Hearst Magazines, the publisher has purchased social network for an undisclosed sum. The social site allows members to send email "crushes" to non-members. The non-members must register with eCRUSH to learn who their admirers are. Along with eCRUSH Hearst gets eSPIN, an online version of the spin-the-bottle game and HighSchoolStyleBoard, a photo-rating site.

The purchase is the result of the high demand for targeted teenage advertising inventory, according to one executive. Many of Hearst’s titles, including Seventeen, CosmoGIRL and Teen will begin including social networking capabilities like interactive content, photos, video, and podcasts this year. They will also launch, which boasts content from the magazines.

Time Magazine is also offering social capabilities to its online readers. Their website revamp now includes blogs, RSS feeds and aggregated stories. The new site offers sponsorship packages and advertising available to podcasts and RSS feeds.

Since NewsCorp’s buyout of MySpace in 2005, traditional media sources have been hungry for social media outlets.

Tags: social marketing, social media, social networking

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  • Can't say this is surprising, but it;s about time. Magazines really do have a community that reads them, and is often passionate about them.

    Just think about Martha Stewart -- if she had more community elements on her website, or purchased one like Bakespace, it would fit right into the brand and provide a great new way to promote the brand and learn from customers.



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