Friday, May 17, 2013

Morning Brief: Hearst launches Totally Global Media, a worldwide advertising platform; Boston Globe launches new Sunday Arts section, Travel section also re-branded

I think rather than rounding up the news this morning I'll let the companies speak for themselves, editing out some of the puffery, of course.

Of all the media news, the news from Hearst I find the most interesting (see below). The launch of Totally Global Media is a reflection of the fact Hearst owns many of their international titles and are actually in a position to sell advertising globally. Many other major publishers have licensed their magazine titles to other overseas publishers and would not be able to do this.

The thing is, though, that digitally, inside the Apple Newsstand, copies of one major magazine title sit right next to the same magazine title of another country, usually published by the local publisher. This not only creates branding problems inside the Newsstand, but makes it confusing for global brands who want to use the vehicle for advertising. Hearst's move is, then, really a partnership deal that brings together their publishing partners is a way that will allow for brand sales across not only titles, but international editions, as well.

Hearst Magazines International announces launch of Totally Global Media: a first of its kind global digital advertising platform

NEW YORK, May 16, 2013 – Hearst Magazines International (HMI), a unit of Hearst Magazines, today announced the launch of Totally Global Media. TGM is a worldwide advertising platform comprised of Hearst Magazines’ websites and Hearst’s international publishing partner websites that offers quality content from brands including Harper’s BAZAAR, Esquire, ELLE and Cosmopolitan as well as highly-trafficked, pure-play digital sites such as Digital Spy in the U.K. and in China.
US & UK tab editions

With offices in New York and London, TGM is a centralized marketing solution for brands looking to leverage digital and cross-platform programs in multiple regions of the world, with a portfolio that offers 200 million unique visitors per month in more than 20 countries. Hearst Magazines International’s publishing partners include industry leaders Burda Media, Televisa Publishing + Digital, Groupe Marie Claire, Rogers Communications and more.

“TGM is a one-stop-shop for global marketers,” said Gina Garrubbo, senior vice president of Totally Global Media. “We’re developing and managing custom, multi-country digital and cross-platform advertising and marketing programs with global appeal, translated for local markets, all with a single buy and one point of communication—it is streamlined and highly efficient.”

“TGM is the first worldwide advertising platform built on globally recognized content brands that offers marketers a powerful tool for communicating with a huge audience of women,” said Duncan Edwards, president and CEO of Hearst Magazines International. “For advertisers, TGM simplifies the often complicated process of marketing in multiple countries, and for our publishing partners, it is an opportunity to capture incremental dollars from global budgets. TGM is a prime example of Hearst’s unique ability to harness our brands and audiences to create scale that is unrivaled in the industry.”

The Boston Globe Launches New Sunday Arts Section: More Content, Color and Columns

Enhanced 20-plus-page section features award-winning arts and lifestyle writers and expanded coverage; popular lifestyle “Names” column also moves to Sunday Metro section

BOSTON (May 17, 2013) – The Boston Globe will launch a new 20-page Arts section on Sunday, May 19, bringing more vibrant, award-winning arts and lifestyle coverage to readers every week.

The enhanced Arts section, which will now also include the Globe’s Sunday Books content, will feature more pages, content and columns, with color on almost every page. Award-winning Globe arts writers – including Pulitzer Prize winners Sebastian Smee and Mark Feeney – will take center stage, along with enhanced restaurant, style and books coverage. The section will also include “The Ticket,” the central dashboard for Boston’s cultural scene, keeping readers in-the-know on the week’s hottest theater, music, movies and arts picks. A new video game column by Jesse Singal will add another new dynamic to the section’s lifestyle coverage.

“Readers will now have all of Boston’s cultural and artistic life at their fingertips, in one lively and engaging section every week,” said Doug Most, deputy managing editor of features. “And now they will undoubtedly discover great stories they may have previously missed, from pop culture to the classical arts, to a review of the latest best-selling novel to the opening of a new restaurant. We have no doubt the new section will serve as the cultural voice for our community.”

The new Arts section will include:

Exclusive Arts and Movies content, including television, video games, visual arts, music, dance, opera and theater.
  • “The Ticket,” featuring Globe critics’ picks for the coming week.
  • “The Enthusiast,” two pages of new food and lifestyle coverage, including fashion and shopping. The food section will cover restaurant industry news and gossip, a column dedicated to the scene and ambience of new restaurants, along with a drinks column and the occasional cocktail recipe.
  • Books, with interviews, criticism and columns, and an even stronger focus on New England authors.
  • An artistic comparison of a historical photograph with a current shot of the same location or subject, chronicling change in Boston’s artistic, cultural and architectural worlds
The Globe’s new Arts section debuts Sunday, May 19, 2013, and all of its content will also be available online at

The Sunday Travel section will also be re-branded with the same distinct aesthetic as Arts. Travel will also feature a new column, “The Concierge,” a full page of advice, tips and more.

The daily lifestyle and celebrity news column “Names” – written by Mark Shanahan and Meredith Goldstein for the back page of the Metro section – will also move from Saturday to Sunday, remaining on the back page of Metro, and making the entire edition a must-read for arts, pop culture and lifestyle enthusiasts.