Hearst Partners with YouTube
Branded channels to include user-generated videos, contests.
Hearst Magazines has become the most recent magazine publisher to feature syndicated multimedia content on YouTube.
The publisher today announced the partnership, which will see lifestyle video content syndicated from 15 of Hearst’s print and online publications—including Seventeen, the Daily Green and Esquire—and posted to branded channels on YouTube. The deal, Hearst says, will help increase off-network video streams and increase traffic to its own Web sites.
Hearst and YouTube will share ad revenue generated through the Hearst-branded content, the publisher says.
In addition to the syndicated videos, each channel will allow YouTube visitors to upload user-generated videos based on magazine-branded contests. Seventeen will be the first of Hearst’s channels to launch one of these contests.
According to Chuck Cordray, vice president and general manager of Hearst Magazines Digital Media, the YouTube partnership will allow the publisher to further promote its video content and “build a sense of community by enabling relevant and personalized user-generated video features.”
Other publishers that have similar branded content partnerships with YouTube include Condé Nast, Meredith, IDG and Time.