NEW YORK--(BUSINESS WIRE)--Today Time Inc. (NYSE:TIME) and Snap Inc. announced a new deal to bring two of Time Inc.’s media brands, Entertainment Weekly (EW) and Essence, to Snapchat’s Discover platform as editorial partners. Under this new deal, an expansion of an existing partnership between Time Inc. and Snap, EW and Essence will each launch weekly editions for Snapchatters in the US in the coming weeks.
EW and Essence join Time Inc. sister brand People, which has a daily edition on Snapchat Discover. Time Inc. was an original partner when Snapchat launched Discover two years ago. Discover features selections of editorial content produced by leading media companies specifically for the platform and complements the personal perspectives that Snapchatters share when communicating through photo and video Snaps with their friends.
Essence’s weekly edition will address topics that range from entertainment and lifestyle to politics from the perspective of African-American women. Entertainment Weekly, the ultimate pop culture concierge on all platforms, and EW on Discover will provide great exclusives, incredible access, and intel and insight on the best TV, movies and music—smart, funny and first. The Snapchat audience will also see some of EW's most beloved weekly features, like the Must List and Bullseye. EW’s and Essence’s strong editorial points of view will take form in video, graphics and animations to create an immersive experience on users’ devices.
Will Lee, Digital Director, Celebrity, Entertainment and Sports Groups, Time Inc., said, “The Discover experience on Snapchat has been incredibly rewarding and energizing for our audiences and for our editorial teams at People and beyond. Bringing EW and Essence to Discover is essential to our ongoing pursuit of new storytelling on new platforms for new audiences."
“Our goal is to entertain and inform Snapchatters on a wide range of topics that speak to the diversity and many interests of our community,” said Nick Bell, Vice President of Content for Snap Inc. “Essence has served as a quintessential guide to what matters to African-American women for decades. Entertainment Weekly provides unparalleled insider access to take our audience deeper into the stories behind their favorite shows and movies. Their strong editorial perspectives will be incredible additions to our Discover lineup.”
Snap’s other editorial partners that publish editions in the US include the New York Times (just announced), Mitu, the Wall Street Journal, Now This News, the Daily Mail, Brother, Cosmo, Bleacher Report, Buzzfeed CNN, Comedy Central, Mashable, Refinery29, Tastemade, The Economist, MTV, Complex, Vogue, Sweet and the Food Network.
ABOUT TIME INC.
Time Inc. (NYSE: TIME) is a leading content company that engages over 150 million consumers every month through our portfolio of premium brands across platforms. By combining our distinctive content with our proprietary data and people-based targeting, we offer highly differentiated end-to-end solutions to marketers across the multimedia landscape. Our influential brands include People, Time, Fortune, Sports Illustrated, InStyle, Real Simple and Southern Living, as well as more than 50 diverse titles in the United Kingdom. Time Inc. has been extending the power of our brands through various acquisitions and investments, including Viant, an advertising technology firm with a specialized people-based marketing platform; The Foundry, Time Inc.’s creative lab and content studio; and the People Entertainment Weekly Network (PEN). The company is also home to celebrated events, such as the Time 100, Fortune Most Powerful Women, People’s Sexiest Man Alive, Sports Illustrated’s Sportsperson of the Year, the Essence Festival and the Food & Wine Classic in Aspen.
ABOUT ESSENCE COMMUNICATIONS INC.
ESSENCE Communications Inc. (ECI) is the number one media company dedicated to African-American women, with a multi-platform presence in publishing, live events and online. The company’s flagship publication, Essence magazine, is the preeminent lifestyle magazine for African-American women, generating brand extensions such as the Essence Festival, Essence Black Women in Hollywood and Black Women in Music, Window on Our Women and Smart Beauty consumer insights series, Essence.com, and ventures in digital media (mobile, television and VOD). For 46 years, Essence, which has a brand reach of 14.2 million, has been the leading source of cutting-edge information and specific solutions relating to every area of African-American women’s lives. Additional information about ECI and Essence is available at www.essence.com.
ABOUT ENTERTAINMENT WEEKLY
Entertainment Weekly is your all-access pass to Hollywood’s most creative minds and most fascinating stars. The magazine was launched by Time Inc. in 1990 and is America’s leading consumer publication in the entertainment category, with a guaranteed circulation rate base of 1.5 million and a combined audience of almost 28 million loyal, engaged fans. Each day, EW.com publishes a myriad of featured stories, blog posts, TV recaps, original videos, film reviews and photo galleries. Entertainment Weekly is the first to know about the best in entertainment. With sharp insight, unparalleled access and a trusted voice, EW keeps readers plugged into pop culture. This is where the buzz begins.