×

Hearst Taps Twitter’s Periscope for Live-Video Blast Across 18 Digital Brands

Hearst is latching on to the recent craze for live-broadcasting video apps, with the media company planning to host live feeds on Twitter’s Periscope Monday night across all of its 18 magazine and digital brands.

On Monday at 10 p.m. ET, Hearst will stream 18 simultaneous live broadcasts — each pegged to the theme of “Bedtime Stories” — on Periscope, promoted with the hashtag “#bedtimestory.” The video content will feature editors, personalities and social-media influencers.

Some examples: Cosmopolitan’s “resident shirtless hunk” CJ Richards is on board to read kids’ classic “Goodnight Moon” while stroking a kitten; Redbook will feature “The Bachelor” season 17 contestant Sean Lowe reading an excerpt from his new book, “For the Right Reasons”; and Elle.com editor Leah Chernikoff will interview plus-size model Elly Mayday about her evening beauty routine.

Troy Young, president of Hearst Magazines Digital Media, said the “Bedtime Stories” stunt on Periscope is akin to “‘Tonight Show’ meets our magazine brands.”

“It’s an experiment in live programming,” he said. “We’re trying to learn about live and broadcast in this particular environment.” Hearst is not generating any revenue, per se, from the Periscope broadcasts.

Popular on Variety

Hearst distributes content across multiple partners, including Microsoft’s MSN, Young said. He cited Cosmopolitan’s recently launched channel on Snapchat Discover as reaching more than 1 million people per day.

“We are aggressive on virtually every social platform, and (Periscope) is part of that,” he said. “It’s reflective of our embrace of all kinds of distribution channels.”

As for why Hearst opted to go with Periscope, as opposed to upstart Meerkat or another live-broadcasting platform, Young cited Periscope’s “intimate connection with Twitter.” But, he added: “Obviously, it’s early in how this market is shaping up.” Twitter bought Periscope for a reported $100 million and launched the app late last month.

How regularly Hearst expects to produce live Internet broadcasts in the future remains to be seen, Young said.

Hearst’s other Periscope broadcasts set for Monday include a chef from the Cheesecake Factory preparing a special, off-the-menu cheesecake for the Delish food site; author Benjamin Percy reading an excerpt from his new novel, “The Dead Lands,” for Esquire; and Seventeen revealing its May 2015 cover image — as announced by a puppy.

For February 2015, Hearst had 79.9 million unique monthly U.S. users across desktop and mobile platforms, according to comScore. That puts it in 24th place just behind Conde Nast (80.9 million) and BuzzFeed (81.7 million). The top three U.S. Internet properties for February per comScore were Google (240.8 million), Yahoo (216.8 million) and Facebook (206.5 million).

See More: Twitter’s Periscope and Meerkat Invade Theaters, But Movie Biz Not Too Worried

More Digital

  • Illustration of the video streaming company

    Coronavirus Spread Benefits Netflix, Other 'Stay-at-Home' Companies, Analysts Say

    Amid fears over a global economic slowdown from the widening coronavirus outbreak, companies like Netflix that provide in-home services are best positioned to withstand the storm or even see upside from the crisis, according to industry analysts. Netflix “is an obvious beneficiary if consumers stay home due to coronavirus (COVID-19 virus) concerns, and this has [...]

  • YouTube TV

    YouTube TV Is Dropping Fox Regional Sports Nets, YES Network After Sinclair Standoff

    YouTube TV, Google’s internet pay-TV service, said it will drop the Fox regional sports networks and the YES Network from customer lineups this Saturday, Feb. 29 — citing an impasse in negotiations with Sinclair Broadcast Group, which owns the RSNs. “We purchase rights from Sinclair to distribute content to you,” the YouTube TV account said [...]

  • Facebook F8 Conference 2019 - Mark

    Facebook Cancels F8 Developers Conference Over Coronavirus Fears

    The worldwide coronavirus pandemic has prompted Facebook to cancel this year’s F8 developers conference. The F8 2020 was scheduled for May 5-6 at the McEnery Convention Center in San Jose, Calif. The social giant had held the conference every year since 2007, and last year’s F8 drew more than 5,000 attendees, according to the company. [...]

  • Rachel Whitney Joins Spotify as Nashville

    Rachel Whitney Joins Spotify as Nashville Head of Editorial

    Rachel Whitney, formerly of YouTube, is joining Spotify as the Head of Editorial for Nashville, she announced in a social media post (which recently has become a method of the streaming giant announcing new employees).  A source close to the situation points out that the company now has two female executives at the helm of [...]

  • RM, V, Suga, Jin, Jimin, Jungkook,

    BTS' New Video for 'ON' Breaks YouTube Premiere Record (Watch)

    BTS have dropped their second official music video from their new album, “Map of the Soul: 7,” for the song “ON” — and within minutes of it dropping, the song became the biggest YouTube Premiere of all time, with 1.54 million concurrent viewers tuned in for the clip’s debut on YouTube Premieres. According to the [...]

  • Lisa Holme

    Discovery Hires Hulu's Lisa Holme to Lead Streaming Strategy

    Lisa Holme, a Hulu veteran who had been leading its international expansion strategy, has joined Discovery in a newly created role to oversee content and commercial strategy for the company’s direct-to-consumer streaming group. Discovery named Holme to the newly created role of group senior VP, content and commercial strategy, in Discovery’s direct-to-consumer group. She is [...]

More From Our Brands

Access exclusive content