Media Insider: Glamour Redesigns Site, Reddit to Provide Cost-Per-Click Ads, Zuckerberg Plans to Integrate WhatsApp, Instagram and Messenger

Welcome to Media Insider, PR Newswire’s round-up of media stories from the week.

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DIGIDAY | MAX WILLENS
Before pursuing consumer revenue, Glamour seeks to build habit with site redesign

Glamour recently unveiled a new version of its website designed to interact with its visitors in hopes to get them to stay longer. The redesign — which was six months in the making — allows users to watch more videos, shop more, and help readers distinguish more clearly between quick-hit pieces and in-depth reporting. This redesign comes at a time of change for Glamour’s parent company, Condé Nast, as it plans to move toward some kind of paywall by the end of 2019. Glamour’s editor in chief, Samantha Barry, tells Digiday “the hope is that separating long-and short-form content will help Glamour develop clearer signals about the kinds of content users want to spend more time with. With that data in hand, Glamour can begin to think about what kinds of content it can start charging visitors to access.”

Related: Condé Nast to Put All Titles Behind Paywalls by Year End

ADWEEK | DAVID COHEN
Reddit to Provide Cost-Per-Click Ads on Platform, Receiving Mixed Reviews From Agencies

Reddit recently debuted cost-per-click (CPC) ads on its platform in what it calls its first foray into performance-driven ad bidding. According to the article, “CPC bidding has been in beta testing the past few months with over 50 advertisers, including Wayfair, Hired and Kabam. Reddit said participating brands are seeing CPCs slashed by as much as 50 percent compared with CPM (cost per thousand impressions) bidding on its platform.” Adweek reported that brands on Reddit can bid by CPC, CPM, and cost per view, and now have the option to choose from four different campaign objectives — video views, traffic, reach, and conversions. Now, in effect, “advertisers can bid on CPC inventory directly via Reddit’s ads dashboard, and those buys will run across all platforms and devices as either links or promoted posts, including video,” Adweek reports.

In other Reddit news: Reddit to Launch Video AMA on Live Streaming Network Cheddar

THE NEW YORK TIMES | MIKE ISAAC
Zuckerberg Plans to Integrate WhatsApp, Instagram and Facebook Messenger

Amidst the scandals that have been surrounding Facebook, Mark Zuckerberg plans to integrate the social network’s messaging services — WhatsApp, Instagram, and Facebook Messenger. Four people who are involved in the effort told the New York Times that “the services will continue to operate as stand-alone apps, but their underlying technical infrastructure will be unified.” With a goal of completion by the end of this year or early 2020, the integration not only has potential to redefine how billions of people use the apps to connect with one another, but it also raises antitrust, privacy, and security questions. Facebook said in a statement that it wants to “build the best messaging experiences we can; and people want messaging to be fast, simple, reliable and private.”

In an era where online security matters: The Race Is On to Protect Data

RECODE | PETER KAFKA
BuzzFeed has started its layoffs, but it’s also talking about a merger

Buzzfeed has recently begun laying off about 200 of its employees amidst a possible merger with big digital publisher, Group Nine. Sources have told recode that if there is a merger, it won’t happen immediately and that the two companies aren’t even close to a finalized deal. BuzzFeed and Group Nine do, however, share a link via digital investor Ken Lerer. Lerer is the chairman of BuzzFeed’s board and his son, Ben Lerer, runs Group Nine. If a deal was made, it would require the companies’ backers to reach a valuation agreement. “Most intriguingly, it would require Discovery, which owns the largest stake in Group Nine, to sync with rival TV giant Comcast*, which has put $400 million into BuzzFeed and is the publisher’s biggest backer,” recode reports. But for the time being, Buzzfeed CEO Jonah Peretti has been cutting costs and trying to find new revenue streams.

Read more about Buzzfeed’s controversial layoffs: BuzzFeed laid off its Director of Quizzes because lots of people are willing to make quizzes for free

DIGIDAY | LUCINDA SOUTHERN
Publishers are getting serious about podcast revenue

As podcasts become more popular, publishers are finding them to be a meaningful source of revenue in that they offer a more viable ad model than video. According to the article, The Economist — which launched its fifth podcast this past week — revenue from podcast ads increased 50 percent in 2018. Other outlets, such as The Telegraph and The Ringer, are recognizing the benefits and are prioritizing podcasts as well. Tom Standage, head of digital strategy and deputy editor with The Economist, told Digiday “there is a viable ad model for podcasts, and I’m not convinced there is one for ad-based videos.” The interest in podcasts is rapidly growing for brands. As more brands create their own podcasts, ad opportunities are evolving and usage growth has been accelerating.

Read more about The Economist’s podcast: ‘We’re serious about audio’: The Economist launches daily news podcast with 8 staffers

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Joanna Giannell is a Senior Customer Content Specialist with PR Newswire. She is also an animal lover and music enthusiast. Tune into her insights as a social curator at @PRNpets.

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