Hearst Magazines Digital Media Deploys Format Dynamics’ Technology to Improve the Online Experience for Readers and Create New Inventory for Advertisers
Hearst Magazines Digital Media to offer new inventory of digitally targeted ads on printed pages of its online magazine brands
DENVER, January 5, 2010 – Format Dynamics today announced that its CleanPrint™ technology will launch on Hearst Magazines Digital Media’s GoodHousekeeping.com, with expected subsequent roll-out across the family of online magazine brands including: Cosmopolitan, Country Living, Delish, Esquire, Harper’s Bazaar, House Beautiful, Marie Claire, Popular Mechanics, RealBeauty, RealAge, Redbook and Seventeen.
With advertisers looking for increased productivity and innovation from their Web-based campaigns, Hearst Magazines Digital Media will use Format Dynamics’ technology to introduce new strategic advertising inventory by placing ads on pages printed from its online magazines.Using CleanPrint, Format Dynamics’ patented software that professionally reformats a printed Web page into a magazine-like format, Hearst Magazines Digital Media now delivers the look and feel of each publication with a highly visible, targeted ad to the printed pages of its online magazine brands.
“Hearst offers some of the most recognizable and respected brands in the magazine world,” said Chuck Cordray, SVP and general manager, Hearst Magazines Digital Media. “By providing targeted advertising opportunities on the content printed from our online magazine brands, we continue to ensure our clients have access to the most sophisticated and productive advertising programs available. Printing from our magazines’ Web properties is a behavior that already has scale. Working with Format Dynamics we can measure this behavior and place advertising into a professionally formatted printed page, and we can do it with the same range of targeting options as any other online advertising. “
Format Dynamics’ CleanPrint provides Hearst readers with printed pages that appear in a clean, paginated format, ensuring optimized readability and fewer wasted pages. CleanPrint allows for digitally targeted advertisements within each page, which only appear when a reader prints from the Web. By creating a new class of inventory, CleanPrint provides Hearst’s advertisers with a unique, targeted opportunity to reach their audience long after they log off.
“Advertisers are constantly looking for innovative and successful ways to reach their customers, especially in a market where every marketing dollar is being spent judiciously. A printed Web page demonstrates a motivated and interested reader, which affords a unique targeted marketing opportunity that was unrealized before CleanPrint,” said Ethan Holien, CEO of Format Dynamics. “Advertisers with Hearst Magazines Digital Media are among the most informed in the world and are always looking for novel ways to engage with their customers. With the deployment of CleanPrint these advertisers have the opportunity to deliver a message at a new and unique point of user engagement. Messaging users on printouts is a powerful new way to reach a target audience, and can also be combined with onscreen advertising to create highly effective new re-messaging opportunities. “
About Hearst Magazines Digital Media
Launched in March 2006, Hearst Magazines Digital Media, a unit of Hearst Magazines, is dedicated to creating and implementing the digital strategy for Hearst’s magazine brands and other sites, which serve the company’s consumers and audience. The unit has launched, re-launched or acquired 25 Web sites and nine mobile sites for brands such as Cosmopolitan, Esquire, Good Housekeeping, Marie Claire and Seventeen, as well as original digital properties such as Delish.com, a food site in partnership with MSN; TheDailyGreen.com; RealBeauty.com and MisQuinceMag.com. To round out its growing portfolio of interests for teens and women, Hearst Digital has acquired Q&A platform Answerology.com; the eCrush Network (eCRUSH.com, eSPIN.com), a teen social community; social shopping site Kaboodle.com, and RealAge.com, a consumer health site.
About Format Dynamics:
Format Dynamics is the first company to extend online advertising to the printer. It is both a technology company that extends quality user and advertiser experiences from the PC to the printer and a media company that harnesses the scale of Internet printing behaviors and aggregates them to create targeted opportunities for advertisers and incremental revenue for publishers. Format Dynamics’ customers include such leading publishers as MSNBC, Fox Sports, Time Inc., Dow Jones, and Media News Group. The Denver-based company is privately held. For more information visit www.FormatDynamics.com.
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Johanna Erickson, 104 West Partners