Traditional print publishers are having problems, we all know that. Seeing their traditional revenue streams shrink, and not replaced by the digital, has made many disappear or radically reduce their cost bases.
Left - Page from Carine Roitfeld's CRFashionBook by Bruce Weber
The future of publishers, and brands in general, is personality and while publishers have long had columnists and featured writers and contributors, it was all under the umbrella of a trusted masthead.
Hearst recently announced is will host Carine Roitfeld's CRFashionBook.com on its publishing platform, MediaOS, and oversee distribution and digital advertising. Business of Fashion reports that while all editorial content for both print and digital channels will continue to be produced by CR Fashion Book’s own editorial staff under editor-in-chief Roitfeld, Hearst will take on the task of monetising the title's digital and social media content and syndicate it across Hearst Magazines' digital portfolio.
Hearst has a similar agreement with Lenny, the newsletter launched by Lena Dunham and Jenni Konner in 2015: LennyLetter.com is hosted by MediaOS and Hearst has exclusive rights to monetise the content, which is also syndicated across its portfolio of sites.
Even if the content is produced by a team it is under the name of a personality. These personalities wouldn’t work for a traditional publisher or give as much of themselves if they did, so this is a good way for publishers to tap this market.
As a blogger, I could be called biased towards this type of publishing, but it’s the future. Anonymous posts without the confidence and voice of a single individual with experience and knowledge just don’t resonate. People want to know who they are listening to. Opinion formers with an opinion is the future and publishers are finally waking up to it.