Meredith Corp. which owns magazines ranging from “Shape” to “Martha Stewart Living,” wants to make the publications come more alive in the digital space. To do so, it will add a steady stream of celebrity-oriented video content aimed at luring young women to its fold.
Meredith said it struck a strategic partnership with Unconventional Studios, a producer of advertiser-sponsored video, to create such stuff for its sites that aim to attract female millennials.
“We have an opportunity to get access to celebrity content on a daily basis,” said Kim Martin, Meredith’s chief strategy officer, in an interview. If the company can serve content that is of more interest to young women, she said, “it will get them to come to our sites on a more regular basis, and they will stay on our site longer.”
Unconventional Studios produces the nationally syndicated television show “OK! TV” which airs Monday through Friday on more than 150 local broadcast stations and the cable channel, Reelz. The company has studios in New York, Los Angeles and Las Vegas.
Under the terms of the deal, “OK! TV” will be re-titled “Celebrity Page,” and will feature lifestyle content from many of Meredith’s most recognized brands such as “Better Homes and Gardens,” “Shape,” “Parents,” “Martha Stewart” and “Allrecipes.” Segments will include cooking, entertainment, home decor, beauty, and health and fitness, and will air nationally on “Celebrity Page” as well as on Meredith’s digital assets, which reach more than 82 million adults.
Producers of “Celebrity Page” will get access to Meredith production studios in New York for shooting daily news segments.