What\u2019s the difference between someone perusing social media content and navigating one of Meredith Corporation\u2019s digital assets? \u201cWhen people come to us, they come with purpose and intent,\u201d says Matt Minoff, the publishing giant\u2019s Chief Digital Officer.<\/p>\n

\u201cWhen I\u2019m on Facebook, I\u2019m in browse mode. I\u2019m scrolling through a feed and I\u2019m looking for things that capture my attention. When you\u2019re coming to us, you\u2019re coming with a purpose,\u201d Minoff adds in this interview with Beet.TV.<\/p>\n

That purpose varies by title, generating \u201cboth the implicit and explicit data\u201d the company collects from its reach consisting of some 175 million consumers monthly.<\/p>\n

\u201cYou\u2019re coming to our recipes because you\u2019re looking to make dinner or you\u2019re thinking about going grocery shopping. That\u2019s an ideal moment for a client to capture consumer attention and to be part of that experience.\u201d<\/p>\n

Visitors to Better Homes & Gardens are considering \u201cplanting your garden or doing some type of home improvement project. When you\u2019re coming to Shape, you\u2019re thinking about how do you improvement your fitness,\u201d says Minoff.<\/p>\n

When you pair intent, data, creative capabilities and scale, \u201cI think we have something that very few others can offer.\u201d<\/p>\n

On the branded content creation side, Minoff mentions the Foundry<\/a>, Meredith\u2019s New York-based facilities where data, insights, storytelling and scale are leveraged to connect brands with consumers. The Foundry was recently nominated for three Webby Awards, presented annually by the International Academy of Digital Arts and Sciences, and two Emmy nominations from The National Academy of Television Arts & Sciences in the Outstanding Innovation category for virtual reality projects.<\/p>\n

\u201cI think how all great branded content starts is an understanding of what consumers are looking for and then figuring out how do I weave a brand into that in a way that still drives return for them,\u201d says Minoff<\/a>.<\/p>\n

Asked to assess the near future of the publishing business, his \u201cdeepest hope\u201d is that most publishers are able to find business models that support the great content and products that they create.<\/p>\n

\u201cI think there\u2019s been a challenge with advertising shifting a lot toward the platforms, that a lot of publishers have been trying to figure out what\u2019s the next generation business model,\u201d Minoff says.<\/p>\n

Subscriptions are one such model. With some 50 million print subscribers, Meredith sees \u201ca big opportunity to extend that into our digital properties as well.\u201d<\/p>\n

This video is part of a series titled The Road to the Digital Content NewFronts. It is a preview of topics to be explored at IAB\u2019s NewFronts, which begin on April 30. This series is presented by Meredith Corporation. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

What\u2019s the difference between someone perusing social media content and navigating one of Meredith Corporation\u2019s digital assets? \u201cWhen people come to us, they come with purpose and intent,\u201d says Matt Minoff, the publishing giant\u2019s Chief Digital Officer. \u201cWhen I\u2019m on Facebook, I\u2019m in browse mode. I\u2019m scrolling through a feed and I\u2019m looking for things […]<\/p>\n","protected":false},"author":17,"featured_media":51283,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7129],"tags":[5279,6180,6181,6447,7068,7162,7167],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/51281"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=51281"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/51281\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/51283"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=51281"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=51281"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=51281"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}