As our publishers adapt to changing events, this week we check in with Jane Wolfson to see how Hearst is being responsive to evolving market conditions and what magazine content she’s paying attention to.
I lead the Agency and Client Sales division and I’m responsible for driving commercial revenues across our multiple touch points and managing and developing relationships with influential media-buying agencies and their clients.
How are your magazine brands adapting to current world events?
Like all businesses, Hearst has been taking the coronavirus situation extremely seriously. We are all now working from home, but thanks to technology like Microsoft Teams we are still able to communicate regularly and clearly with our teams.
Our trusted brands are growing audiences digitally as we continue to engage them with our brilliant, premium and of the moment content. Positivity is ever more important to them now and unsurprisingly we have seen growth in areas such as Running +24%, Wellbeing +42%, Family + 72% and Homes & Interiors +29%.
We’re keeping our content positive by ensuring our consumers get more out of life, which is even more important in time of such uncertainty. For our print brands, we’ve been pushing our home delivery service, as well as our subscription offers – it’s all about making it as easy as possible to get our content to our consumers, through whichever medium they want.
Which magazines are helping to distract you right now?
There’s genuinely something to be enjoyed in each of our magazines at the minute! Women’s Health is where I’m getting my home workouts, Good Housekeeping for recipes, Red for thought and interesting articles, Elle Deco for inspiration (as I’m at home a lot more now, I keep seeing where I could improve), Harper’s Bazaar for pure escapism – the list goes on!
Share a useful link:
ELLE has started a Livestream Festival called ‘Stay Home With ELLE.’ Nightly, at 7pm, the ELLE team are hosting masterclasses, workshops and virtual book clubs with some fantastic talent on Instagram, which I’m finding super helpful in passing the time. Delish and Good Housekeeping are offering great recipes and updates on the supermarkets.