You will be redirected back to your article in seconds

Snapchat to Add Time Inc.’s Entertainment Weekly, Essence to Media Menu

Snapchat is bringing two more media partners — Entertainment Weekly and Essence — to its Discover service under an expanded deal with Time Inc.

EW and Essence join Time Inc.’s People, which was one of the channels on Snapchat Discover when it launched two years ago. The agreement covers only the U.S.; the two new publications will launch on the Snapchat app “in the coming weeks,” according to Time Inc.

Snap’s other editorial partners for Snapchat in the U.S. include the New York Times (which hasn’t yet launched), BuzzFeed, CNN, Comedy Central, Mashable, Refinery29, Tastemade, The Economist, MTV, Complex, Vogue, Mitu, the Wall Street Journal, Now This News, the Daily Mail, Brother, Cosmo, Bleacher Report, Sweet and the Food Network.

Snap officially filed for an IPO to raise up to $3 billion last week, revealing among other things that it paid content partners $57.8 million under ad-revenue sharing agreements (up from $9.6 million in 2015). Of its 2016 ad revenue, 91% was inventory Snap sold directly.

Entertainment Weekly’s Snapchat Discover channel will include coverage of TV, movies and music along with some of EW’s weekly features like the “Must List” and “Bullseye.” Essence’s weekly edition will address topics spanning entertainment, lifestyle and politics from the perspective of African-American women.

Time Inc. is hoping to expand its exposure to Snapchat’s users, the majority of which are 18-34 years old, according to Snap. The company says Snapchat had 158 million daily unique users in the fourth quarter of 2016. In December, 43% of the app’s total DAUs were in North America (69 million out of 161 million worldwide).

The deal was led from the Time Inc. side by Will Lee, digital director of the company’s celebrity, entertainment and sports groups, and by Nick Bell, Snap’s VP of content.

More Digital

  • Oath - Yahoo - AOL -

    Verizon Is Officially Killing the 'Oath' Name

    Oath, we hardly knew ye. Less than two years after Verizon unveiled Oath as the name for the merged AOL-Yahoo internet group, the telco announced that the name will be discontinued, with Oath to be renamed the “Verizon Media Group” as of Jan. 8, 2019. Oath has been a disappointment for Verizon: The telco spent nearly $10 [...]

  • Quibi - Tim Connolly - Jim

    Jeffrey Katzenberg's Quibi Adds Ex-Hulu Execs Tim Connolly, Jim O'Gorman to Management Team

    Quibi, the mobile-TV startup led by Jeffrey Katzenberg and CEO Meg Whitman, has tapped several Hulu alums among its latest hires. Tim Connolly, formerly senior VP of partnerships and distribution at Hulu, has joined Quibi as head of partnerships and advertising. Jim O’Gorman, previously Hulu’s SVP of talent and organization, is now head of talent and [...]

  • European Union Placeholder

    Europe, Hollywood Hail Landmark E.U. Territorial Licensing Agreement

    Industry organizations and major companies in Europe and Hollywood welcomed Tuesday a high-level European Union agreement that in large part preserves producers’ ability to sell movies and TV shows on an exclusive territory-by-territory basis. Territorial licensing is a financial backbone of the film and TV business in Europe. Recognition of such licensing came last Thursday in [...]

  • Crunchyroll Kun Gao - Joanne Waage

    Crunchyroll Co-Founder Kun Gao Moves Into Advisory Role, Joanne Waage Heads Anime Service as GM

    Kun Gao, co-founder and former general manager of Crunchyroll, has stepped aside from day-to-day management of the anime-streaming service, which is now led by general manager Joanne Waage. According to a Crunchyroll statement, Gao remains “very much involved” with the service as an adviser and is “continuing to work on several projects.” In addition, Gao [...]

  • Charter Communications logo

    Charter Reaches $174 Million Settlement on Internet-Throttling Fraud Suit

    Charter Communications agreed to a settlement valued at $174.2 million to resolve a lawsuit alleging the U.S.’s second-biggest cable operator defrauded broadband customers by failing to deliver promised internet speeds. According to the terms of the settlement with the New York Attorney General’s Office, Charter will pay $62.5 million in direct refunds to 700,000 active broadband [...]

  • Facebook Logo

    #LogOutFacebook: NAACP Calls for Boycott, Civil Rights Groups Demand Board Changes

    The NAACP is calling on Facebook users to take part in a one-day boycott of the social network this Tuesday to pressure the company to do more against disinformation and racial discrimination. Separately, a coalition of about three dozen social justice groups called on Facebook to remove key executives from its board of directors. Facebook [...]

More From Our Brands

Access exclusive content