OK! looks to Web partners to grow brand

Share this content:

OK! magazine has partnered with online content company Buzz Media in an effort to grow its audience and extend brand recognition.

The weekly had a total average paid and verified circulation of 909,884 as of December 31, but reached only 195,000 unique site visitors in March, according to ComScore. In the same month, Buzz Media recorded 9 million unique visitors to its collection of celebrity-focused Web sites. Its 30 sites include the celebrity blogs of Britney Spears and Kim Kardashian and music site Stereogum.

“We're a British-based magazine, and the only one that Northern and Shell publishes in the US, so we really feel that having a strong Internet presence is an imperative part of the brand initiative and growth long-term,” said Lori Burgess, publisher of OK!

“There is extreme pressure that the OK! reader puts upon us to deliver celebrity news on a frequent and timely basis, so that's why the Internet needed to come into play and we just did not have the manpower and the bandwidth to develop a strong enough sub-brand within our company," Burgess said. "That's what led to us exploring different partnerships and alliances that would allow us to build a presence and do so in a very technologically advanced way.”

Through their partnership, the two media companies will sell combined ad packages, share news sources and stories, and heavily cross-promote editorial content and reader contests. The print magazine is expected to get some newsstand boosts from these promotions. Buzz Media also will help OK! revamp its site for a July debut, adding technology like videos, polls and new advertising features.

Buzz Media's technological capabilities, along with the backgrounds of its executives, made it a good fit for OK!, said Burgess. With Alan Citron, a founder of TMZ, working as a special advisor to Buzz Media, and MTV.com alum Doug Rohrer serving as chief revenue officer, Buzz has expertise in engaging OK!'s 18- to 34-year-old demographic. In return, OK! will help Buzz specifically connect to women in that age group.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above