Friday, May 9, 2008

Hearst Magazine Sings Online

The Jango partnership is the first step in a larger strategy that will add more entertainment-focused content to all the Hearst Digital sites, which in turn creates compelling opportunities for advertisers to participate.

-Chris Johnson, Hearst Digital vice president of content and business development

Johnson is reflecting on Hearst magazines' announcement of a partnership with social music website Jango to place music widgets on and brand them with both the Hearst and Jango names. "Seventeen will allow readers to create personal online “radio stations” featuring songs from their favorite musicians. They can listen to the music directly at and can share their stations, also called Celebrity DJ Jukeboxes, with other readers over a social networking application." The activity demonstrates how magazines are changing from their static paper incarnations to become active lifestyle centers and tools for their audiences and advertisers. To Ann Shoket, Seventeen's editor-in-chief, the music-widget application “helps the Seventeen brand live beyond the pages of the magazine. . . ." Johnson adds that this sort of entertainment-focused content "creates compelling opportunities for advertisers to participate."

In Jason Fell, "Hearst Launches Widgets for Seventeen," Folio, May 5, 2008

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