Publishers Find Way Into Readers’ Hearts Is Through Stomachs
The digital publisher recipe for online growth: Take a dash of food video, stir in plenty of social media, heap on the branded contentthen bake a new brand.
News doesn’t quite monetize as well as lifestyle fare, so publishers from Mic to Time are serving up new batches of content to attract more eyeballs. Food video views on Facebook, which has rewarded lifestyle publishers who post video, were up 283% last year over 2015, according to Tubular Labs.
This week, Mic, the social-minded millennial site, and Complex, the lifestyle publisher, are both entering the fray with new foodie-focused fare. Meanwhile, Time Inc.’s two-month-old Well Done, which publishes direct to Facebook, just landed its first sponsor, Kraft Heinz.