Memo Pad

WWD Digital Daily - - In Focus: Marketing -

Bus­tle’s Hus­tle

Bus­tle Dig­i­tal Group has set up shop in the U.K. with the launch of a ded­i­cated plat­form. In ad­di­tion to the women's mag­a­zine Bus­tle, the group's sta­ble of sites in­cludes Rom­per, a site for Mil­len­nial moms; Rachel Zoe's The Zoe Re­port, which the com­pany bought in March, and Elite Daily, The Daily Mail's Mil­len­nial-fo­cused site that Bus­tle ac­quired last year.

Since Bus­tle Dig­i­tal Group launched in 2013, it has amassed a fol­low­ing of more than 80 mil­lion read­ers with 45 mil­lion unique vis­i­tors alone driven through the main Bus­tle site in the U.S. Prior to ex­pand­ing in the U.K., Bus­tle said it was reach­ing 3 mil­lion unique vis­i­tors from the re­gion.

Ja­son Wa­gen­heim, chief rev­enue of­fi­cer at Bus­tle Dig­i­tal Group, said it was a log­i­cal move for the com­pany. “We re­al­ized that we're bigger than our com­peti­tors like Pop­sugar and Re­fin­ery 29,” he said.

“We've got our eye on reach­ing 5 mil­lion unique vis­i­tors in the next 12 months, based on our re­search and look­ing com­pet­i­tively at where we are, I think that is a re­spectable num­ber that will de­liver scale, but also a very dif­fer­en­ti­ated point of view on con­tent,” he said.

Their U.K. dig­i­tal strat­egy will mir­ror that of their U.S. counter- part and it will fo­cus on “res­onat­ing coast to coast.” U.K. con­tent will tar­get the en­tire coun­try, not just the Lon­don city girl, prin­ci­pals said. The U.K. site is aim­ing to pub­lish 10 to 15 sto­ries a day fol­low­ing the same U.S. ver­ti­cals — pol­i­tics, fash­ion, beauty, life­style and tech­nol­ogy.

“We will fo­cus on all the things that are im­por­tant to a Mil­len­nial woman,” Wa­gen­heim said. “The big­gest point of dif­fer­en­ti­a­tion for us is the re­lata­bil­ity fac­tor. Women see them­selves in our con­tent and I can't stress that enough. That is what has fu­eled our suc­cess in the last five years in the States,” he said.

Bus­tle has poached Char­lotte Owen from Condé Nast Bri­tain to sup­port this vi­sion. Owen was dig­i­tal strat­egy ed­i­tor at Van­ity

Fair and Tatler and she now heads up the U.K. Bus­tle di­vi­sion as ex­ec­u­tive ed­i­tor.

Jack Gille­spie, for­mer sales di­rec­tor at Mash­able, has taken on a new role as vice pres­i­dent at Bus­tle. Charles Thomas Wolfe joins Gille­spie from Mash­able as se­nior ac­count man­ager to head up U.K. mar­ket­ing oper­a­tions.

Bus­tle also plans to bol­ster its so­cial me­dia strate­gies with ded­i­cated U.K. chan­nels. Wa­gen­heim said the U.K. in­sta­gram ac­count launched in the be­gin­ning of last month and has al­ready ac­crued nearly 3,000 fol­low­ers.


Bus­tle Dig­i­tal


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