Hearst Magazines is using a conversational approach to spread insights about its audiences from the top to the bottom of its editorial organization.
WARC predicts that annual magazine advertising spend will stand $5.5 billion in the United States in 2019, down from $6.3 billion in 2018.
Internet adspend, a category where Hearst increasingly competes, will rise from $107.5 billion in 2018 to $123.8 billion in 2019. Mobile, another core battleground for publishers, is projected to see a lift in ad expenditure from $69.9 billion to $87.7 billion over the same period.
The New York-based media enterprise – which owns media brands like Esquire, Marie Claire, Good Housekeeping and Elle – faces the common publisher’s dilemma of ensuring that the incoming stream of digital reader data filters through to the teams and individuals who are tasked with crafting its content.