Popular magazines Cosmopolitan and Marie Claire with an international outreach are launching their own channel on YouTube.
Five women’s magazines from the house of American media conglomerate Hearst have launched the channel on YouTube. The channel, called Hello Style comes from magazines like Cosmopolitan, Marie Claire, Harper’s Bazaar, Seventeen, and Real Beauty.
Teaser of the online YouTube channel appeared on April 12, and its official launch took place on April 15. Mainly Hello Style will showcase clips and themes resonating with printed materials, and will be s sort of supplement to paper magazines. For example, video versions of “Sexy vs. Skanky” and “Big Girl in a Skinny World” are already streamed based upon the print features. The clips seem to be part of the scripted series.
Hearst has entered the video streaming through its channel on YouTube with the purpose of generating advertising revenues which have come considerably down in the print media, reports AdWeek with reference to Hearst management.
“Video is going to become an increasingly important medium,” said John Loughlin, evp and general manager of Hearst Magazines. “Our goal is not to become flat-footed in this space.”
YouTube has allocated $ 10 million for Hearst to promote the Hello Style channel. YouTube has allocated a total of $ 100 million to help media companies create and promote their own channels. YouTube also aims to increase the number of advertisers.
Hearst on May 1 is launching another channel on YouTube “Car and Driver”. In terms of content, it would be different from that as adopted is Hello Style and its material would be less inspired by the auto-focus print magazines from the giant. Car and Driver TV, meanwhile, will be focused in the spirit of reality shows – about street racing and other competitions of auto lovers.
Hearst, a major U.S. media corporation, in addition to above magazines is behind dozens of newspapers including the Houston Chronicle and the San Francisco Chronicle, several TV channels, including Hearst Television Inc., and many assets in the internet world.