Meredith, the publisher of such magazines as People and Better Homes & Gardens, and owner of 17 televisions stations in cities including Atlanta, Phoenix, St. Louis, and Portland, is looking to add audio to its print and video portfolio. The company, which already publishes 15 podcasts, is looking to expand that number as its sees download numbers stack up.
"Podcasting is immediate and intimate. It creates a unique space for an authentic, unguarded exchange of ideas and is perfectly suited for our brands,” said Amanda Dameron, Meredith's new Digital Chief Content Officer. Meredith has seen downloads for its podcasts increase 55% during 2020 while the company’s overall digital engagement rose 16%. At the same time, Meredith says its content resulted in $1.2 billion in retail sales from its shopper and e–commerce capabilities.
The podcast play is also about solidifying Meredith’s reach among women. The company says its brands have a combined reach of 95% of American women.
"Meredith serves the fundamental needs and passions of American women, many of whom are primary household decision makers," said National Media Group President Catherine Levene. “The enormous demand for our food, parenting, health, home, lifestyle and entertainment content and experiences across our channels demonstrates how in sync our brands are with our massive audiences today.”
Meredith has been actively building its online video portfolio too, and as a result it is one of just a few companies that presented at the IAB’s video-focused NewFronts as well as at this week’s IAB Podcast Upfront.
Among the new podcasts it will present to advertisers is People in the ‘90s, a series that looks back at the pages of People magazine when stars like Tori Spelling, Jennie Garth, Elizabeth Hurley, Jamie Lee Curtis, Julia Stiles and Paula Abdul made headlines. It will be co-hosted by Jason Sheeler, People’s Deputy West Coast Editor, and Andrea Lavinthal, People’s Style & Beauty Director. The 12-episode series is scheduled to debut June 3.