Hearst Teams Up With A&E Networks to Distribute Video Content
Hearst-branded videos will appear on the broadcast and digital channels of A&E, Lifetime, History, FYI, and Viceland.
Hearst Digital Media can now offer its ad partners reach beyond its own digital portfolio thanks to a new distribution partnership with A+E Networks. The new strategy will distribute Hearst-branded videos across broadcast and digital platforms, which include A&E, Lifetime, History, FYI, and Viceland.
The strategy is a logical progression for a large consumer publisher, as the industry becomes increasingly more platform-agnostic. Not to mention Hearst has a 50 percent stake in A+E Networks (Disney owns the other 50 percent), so it’s merely taking advantage of its existing assets.
Sponsorships will be sold through themed programming blocks. Similar to magazine media categories, the units will be packed around contextual themes that include home and lifestyle, fashion and beauty, outdoor and adventure, leadership, automotive and food. Not only will the ad content run adjacent to TV spots, but it will also be amplified through digital content across Hearst’s portfolio and its social media channels.
“This partnership allows us to amplify an advertiser’s narrative beyond our own distribution network,” says Todd Haskell, senior VP, chief revenue officer, Hearst Digital Media. “These videos will bring the authority and credibility of our editorial brands, along with an organic advertiser integration, into a perfectly aligned block of A+E programming.”