Hearst Pacts With Lena Dunham, Jenni Konner for ‘Lenny’ Advertising and Distribution

Hearst has cut a business deal with Lena Dunham and Jenni Konner to handle advertising and distribution for the duo’s “Lenny” newsletter and website.

Under the deal, Hearst Magazines holds exclusive rights to monetize content and create custom programs for advertisers in the newsletter and on LennyLetter.com, which will be hosted on Hearst’s MediaOS publishing platform.

Dunham and Konner’s “Lenny” recently drew widespread attention with the publication of Jennifer Lawrence’s essay decrying pay inequity for women in Hollywood.

“Hearst has the most vibrant digital portfolio of young women’s and fashion brands, and ‘Lenny’s’ unique perspective speaks directly to the spirit of our audience,” Troy Young, president of Hearst Magazines Digital Media, said in announcing the deal.

Dunham and Konner, creators of HBO original series “Girls,” added, “Everything ‘Lenny’ will come from our editorial team and contributors, while our partnership with Hearst allows us to share our message with millions of women around the world.”

“Lenny,” which launched in September, offers “a snark-free, intelligent point of view” on topics including feminism, style, health, politics and friendship, according to the founders. Early on, the twice-weekly newsletter has included contributed pieces from and interviews with Hillary Rodham Clinton, Gloria Steinem, Shonda Rhimes, Amy Poehler and Jennifer Lawrence.

Hearst also will provide audience development, editorial services and syndication of “Lenny” content across its digital properties such as Cosmopolitan, Elle, Harper’s Bazaar and Marie Claire, which collectively reach 140 million unique visitors per month.

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