Hearst is building a 12-person research team to boost engagement
When Troy Young took over as president of Hearst Magazines in July, one of his to-do list items was looking at ways to streamline its magazine operations and integrate several of the previously separated print and digital teams. To that end, the company is increasingly using data to make editorial decisions, with help from a new 12-person research team.
Pure audience scale is still important to publishers like Hearst, which is still growing; monthly unique visitors rose to 128.2 million in September, up 16 percent year over year, according to comScore. But increasingly, publishers like Hearst are paying attention to measurements of quality, like repeat visits and time spent. Already, Hearst has been tilting toward reported stories over aggregated or quick takes that are designed to go viral.
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