Fusion, a joint venture between the Disney-owned ABC Television Group and Univision Communications, began its life as a channel aimed at Latino millennials — which account for a giant slice of the American population. But after struggling to gain traction with a demographic that didn’t feel the need for its own siloed network, the publisher shifted gears to target millennials more broadly, with an emphasis on diversity and a focus on progressive issues.
The multi-platform network officially flipped the switch in February, going live after hiring a roster of big name digital-native journalists, like editor-in-chief Alexis Madrigal, who was poached from the Atlantic, and financial journalist Felix Salmon. The network announced this week that TV’s highest paid actor, Sofia Vergara, will be premiering a new series co-produced by Fusion and Latin World Entertainment and will air on … Snapchat.
Joining the Digiday Podcast this week to discuss all of this — and more — are a couple of other high-profile Fusion hires: executive editor Hillary Frey, formerly of NBC News, and editorial director Anna Holmes, the founding editor of the Gawker site Jezebel. A few takeaways from the discussion, edited for clarity and concision:
Modern media needs to be everywhere.
“We want to grow on those platforms,” said Frey. “We also want to learn things form experimenting on those platforms and be able to both find great content out there and surface it, but contribute to it as well. In terms of how we think about how we cover news, we’re always asking questions like, ‘We have this idea, what’s the best way to do this?'”
Millennials hate being talked down to.
“I’m not personally a fan of media companies that talk down to their readers or listeners,” said Holmes. “The audience we’re trying to appeal to will pick up on that in addition to picking up on the fact that they’re being marketed to. It’s important that we present stories visually as well as in terms of text. The tone is one that’s inclusive and reflective of the diversity of the United States but is not particularly preachy and has fun with stuff.”
Publishing directly to platforms is necessary.
Building a new media brand is exhausting.
“If you have an idea and a sensibility and an idea who you want to attract, if you work hard and you build it they will come,” said Holmes. “It’s the time investment that can be a bit tiring. I’m an old person now.”
The Washington Post invests in climate coverage as its team expands to over 30 journalists
The Post's climate team continues to expand as the publisher makes big bets on the beat drawing younger audiences.
Inside one media company’s strategy to monetize the Fifa World Cup
Soccer media business Footballco has spent most of 2022 trying to make hay while the sun is shining.
Publishers continue to evaluate cost-cutting in Q4, with economic and budgetary pressures mounting
The wave of cost-cutting measures in Q3 is still flowing into Q4, with publishers under pressure to keep expenses down at a time of continuing economic uncertainty and budget planning.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Member ExclusiveMedia Briefing: Publishers’ Q3 earnings reports show promise, but not without sacrifice
Publishers' third quarter earning reports are in.
A new entrant in the data-driven linear TV measurement space aims to fill a gap left by Microsoft’s Xandr
As Xandr shuts down its Clypd platform, datafuelX's M3 SaaS product aims to solve some of the multi-currency, multi-platform problems with investing in convergent TV today.