The revenue team will pitch brands both individually and as a run-of-network, using the unique selling points of the specific titles—such as their minority ownership or the demographic of their audience—to start conversations with advertisers that can mature into broader deals.
NowMedia also includes two creator networks—Gen-Z for Change and Celebrities for Change—that it can use for influencer campaigns.
The network will generate the bulk of its revenue through advertising, such as the integrated editorial series it created with American Express, and through its work with grant-funded organizations, which it helps craft and deliver messaging on key topics, such as climate change and reproductive health.
The company wouldn’t share financial projections for its first year, although in 2023, NowThis generated an eight-figure revenue.
Vox Media, which still owns a minority stake in NowThis, will continue to sell its advertising inventory, although it will no longer have the exclusive rights to do so, according to Mussalli.
“Traditional media used to survive on a combination of sales teams and rep firms, and I think the world is going back to that,” Mussalli said. “The more avenues to create relationships with brands, the better.”
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