Hearst’s big reveal

For its first foray at the NewFronts, the media co offered up a titillating performance, and a number of new Snapchat and Facebook series.
May 5, 2016

Woe is the journalist who missed the Hearst presentation.

The first-timer at this year’s NewFronts turned up the heat with a Magic Mike-esque performance by none other than Channing Tatum. The actor’s participation at the media co’s presentation was in honor of the upcoming Magic Mike Live + Cosmopolitan, a new year-long-content partnership between the magazine and the live show. The pairing will result in a number of new video series, Facebook livebroadcasts, VR exections, Snapchat takeovers, as well as articles and galleries.

Cosmo also unveiled a new series backed by actor Elizabeth Banks and her comedy platform WhoHaHa. The new comedy series, yet unnamed, will be distributed on both platforms.

Other Cosmo series include: SnapHacks on the magazine’s Snapchat Discover platform, delivering 10-second hacks in beauty, fashion, food and fittness; All In, an unscripted series that follows women on the verge of their “big breaks;” Beautiful Nights, a beauty DIY series for evening looks; and Show Day, a behind-the-scenes look at different Sony musicians, leading up to their big shows.

Cosmo wasn’t the only magazine getting a glut of new content. Elle, Esquire and Harper’s Bazaar also picked up a number of new shows, including:

  • How Do I Wear That?: the new Elle series will break down how to actually wear the over-the-top runway fashions;
  • My Turn: a daily series by Elle that will feature women leading change and breaking boundaries;
  • How To Be A Man With Frank Kobola: For Esquire, former Cosmo “average guy” Kobola will “reclaim his manhood,” by comically trying to master stereotypically “manly” tasks, like chopping down a tree or changing a tire (and for all the positive press during these NewFronts around breaking gender barriers and equality, these are still considered “manly” tasks);
  • Manhood: To balance out How to Be A ManEsquire is also unveiling a new doc series that gets men to talk about the insecurities, confusions and conflicts that define them as men in a bid to change the definition of manhood;
  • Who’s That Guy: Hosted by Esquire EIC Jay Fielden, the new Facebook Live series will feature a celeb guest and the magazine’s Facebook audience playing a celeb guessing game;
  • The Younger Games: For Harper’s, the new series will explore beauty remedies that aim to tackle aging;
  • BAZAAR Unbridaled: The new series will explore “anything-but-basic” weddings; and
  • The Sweet Guide to Living a Better Life: From the publication Sweet, the new daily Snapchat Discover series will explore ways of introducing joy and expanding horizons.

Hearst also announced a new development fund with A+E Networks to find and create content with emerging and established producers, however few details exist at press time.

StreamDaily editor Darah Hansen is in New York attending the NewFronts. If you would like to arrange a meeting with her, email dhansen@brunico.com.

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