According to Shortlist Media, the new format aims to engage the Met Set subscribers through strategic targeting and contextually relevant environments, offering brands a more direct approach to access consumers that have an interest in their products. Daily themes such as food and drink, grooming, tech and books, mean that this targeted approach will empower readers to select what they like from both Emerald Street and Mr Hyde.
Owen Wyatt, MD commercial said: “We’ve seen tremendous results in video starting meaningful conversations our audience cares about and then allowing our clients to own that conversation. Clear content programming on Hyde and Emerald Street will allow that to happen there too.”
Tom Wheatley, head of data, Shortlist Data said: “By moving to a preference-based publishing model on our email brands, Shortlist Media is empowering our readers to select what they love from our offering. Our audience will let us know what they’re enjoying, what they want to hear more of and what new content streams we can provide. Which also means that our marketing and advertising will continue to develop and be targeted towards those subscribers most likely to engage.”
Tania Lewis, marketing manager at Emerald Street and Mr Hyde, said: “The current acquisition model will adapt to a new preference-based and highly targeted marketing strategy. As opposed to casting out the net to attain a mass of subscribers, we’ll be running preference based campaigns and will be tapping in to communities of audiences through their own personal interests. By giving our readers choice of frequency and preference, we’ll be focusing heavily on increasing our overall retention rates and growing our number of loyal subscribers.”
Mr Hyde themes (from May 21st):
* MON. Start Sharp: Style, grooming
* TUES. Book Here Now: Food, drink
* WEDS. Live Smarter: Technology, gaming, home
* THURS. Discover: London trends, going out, travel
* FRI. Kick Back: Books, film, music, art
* SUN. Fitness: Fitness, sport
Emerald Street themes (from May 7th):
* MON: FACE THE WEEK - Beauty
* TUES: STORIES - Books, film, TV, music, theatre
* WED: LOOK WHAT WE FOUND - Fashion
* THURS: WE’RE GOING OUT - Eating, drinking and things to do
* FRI: OUT OF OFFICE - Travel
* SAT: AT HOME - Interiors
* SUN: THINGS TO MAKE YOU HAPPY – Wellbeing
