Hearst Is Throwing a Party and Calling It a Magazine Upfront
Hearst Magazines has invited hundreds of media buyers and ad agency staff to an “upfront” event next month, according to the company, making it the latest media enterprise to try to appropriate some of the urgency and splashiness of TV’s annual ad market.
The Hearst upfront, scheduled for Oct. 15 at Hearst Tower, is meant to drum up advertiser interest in the stories and packages, in print and in digital media, that editors are planning for 2014. To that end, Hearst has trademarked the term “Big Content,” a play on the trendy marketing term “Big Data.”
“What’s driving readers to our brands?” said Michael Clinton, president-marketing and publishing director of Hearst Magazines, whose titles include Cosmopolitan, Esquire and Elle. “It’s not data per se, it’s content.”