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TODAY IN TRUMP: The presumptive Republican nominee has been talking to advisors (especially daughter Ivanka Trump and son-in-law Jared Kushner) about leveraging his growing support into a “mini-media conglomerate,” Vanity Fair’s Sarah Ellison reports. New features announced this week are expected to juice the $22 billion company’s nascent advertising business. Last week, Snapchat unveiled a Discover redesign that highlights publishers’ content more prominently and enables users to subscribe to specific channels, two moves that could help scale audience numbers. The company also said it expects many Discover channels to perform well above the $1 million-a-year mark.
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Snapchat doesn't discuss revenues, but told Morning Media it has provided revenue potential based on high performing channels as opposed to giving publishers concrete projections. One of the success stories is Cosmopolitan, which has said it gets more than 3 million Snapchat viewers a day. “What’s been challenging is that some of the Discover channels are simply not getting the traffic.” Or at least it varies widely. “IT’S THE HOTTEST THING OUT THERE”: So says Ben Winkler, chief investment officer at the media agency OMD, referring to advertisers’ Snapchat excitement. Alex Weprin contributed reporting to today’s column. Do you use Snapchat? Should I? I feel like I’m too old and don’t really get it? At the Brooklyn NewFronts on Tuesday, there were these two editors for the Snapchat-only Hearst publication Sweet who really talked it up, like, We are giving the kids what they want! Send your Snapchat thoughts, other tips, general comments, etc. (Caveats: It’s on publishers to make their Discover channels of a quality that brands will want to advertise against, and agency sources point out that Snapchat has value as a bonus buy for wider ad campaigns.) More on all of this below, but first.
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But sources at a couple of the various publishers Morning Media checked in with, who spoke on the condition that their employers not be identified, confirmed they haven’t cracked $1 million in ad revenues. “If you ask around, no one’s really getting what they were told they’d get,” the source said, describing the ad revenue his outlet has seen in its first year as “tiny.”ĭiscover participants are reluctant to talk out of school. But Morning Media was told there’s at least one aspect of Snapchat that’s been a bit disappointing for some of the 20 or so media outlets that have created their own channels and invested significant resources in Snapchat’s “Discover” section.Ī source at one of the participating publishers - which include legacy players like ESPN, CNN, The Wall Street Journal and National Geographic, as well as new-media hotshots like Buzzfeed, Vice, Vox and Mashable - said that while Discover partners were told to expect yearly ad revenues of “multiple millions,” the reality has been more in the sub-million range. LET’S TALK ABOUT SNAPCHAT FOR A MINUTE: There’s no question that the millennial messaging app is red hot with publishers thanks to its bonkers appeal among the under-30 set. (When Snapchat did a story this summer about South Carolina voting to remove the Confederate Flag, that also ran for less than 24 hours because it was considered breaking news.By JOE POMPEO ( 06:44 AM EDT In another switch, it didn't run for 24 hours like regular Stories because the company considered it a breaking news story, she said. It was pushed to the wider audience because it "was newsworthy and held national significance," Mary Ritti, Snapchat's vice president of communications, said in an email. Snapchat's San Bernardino piece began as a local Story in Los Angeles, which would normally be confined to viewers in that city.
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The idea started at music festivals like Electric Daisy and Outside Lands. The Stories are usually fun: horse races, hot air balloon festivals, NCAA championships, local festivities and so on. Users, if they're in the right place and able to submit images or video, vie to get their snaps included in a Live Story, which can be promoted by the app locally - there's a New York one every day - nationally or internationally. Snapchat's Live Stories is where curated montages of events happening all over the world can draw 10 to 20 million viewers before vanishing in 24 hours. It's also something others will likely see more of as companies like Apple, Twitter and Facebook deepen their involvement in the news business. The reactions were in line with what Snapchat, or any publisher or platform, is bound to encounter as it breaks into the hard news business after building a reputation for light-hearted entertainment - see, ahem, BuzzFeed, for example.