The New York Times Company has added Advertising Age, the Condé Nast
portfolio, Forbes and PEOPLE Digital to the list of publishers whose
content will now be available on Ricochet (www.ricochetmedia.net),
the Company’s content marketing platform.
Ricochet allows brands to search and find content from premium
publishers, upload their ad creative and share it with their owned media
channels and social following. The Ricochet platform (patent pending)
creates a unique Web address that binds the brand’s advertising to
content for a set duration. During that duration the brand can share the
Ricochet links through any of its owned media channels and across social
media.
“The involvement of these prominent publishers and titles underscores
Ricochet’s position as a platform that provides value and opportunity to
both major publishers and prominent advertisers,” said Michael
Zimbalist, vice president, research & development operations, The New
York Times Company. “As brands increasingly become content providers for
their audiences, Ricochet will play an important role as a content
marketplace and in so doing generate an entirely new revenue stream for
publishers.”
“At Ad Age we consistently identify new technologies for marketers.
Those technologies are then used to provide marketing solutions for own
advertising partners,” said Allison Arden, vice president, publisher of
Advertising Age. “Ricochet allows us to create contextually relevant
opportunities for brands while also distributing our award-winning most
relevant content through social platforms. It’s a win-win for everyone.”
Drew Schutte, chief integration officer, Condé Nast said: “Since the
majority of content shared in the social space is articles from
publishers and our titles are renowned for their standards of editorial
excellence, our audiences tend to share our content prodigiously, which
render them highly influential and therefore highly coveted. With access
to Ricochet we are thrilled that marketers will be able to better align
with our content as part of their social Web campaigns. This is only the
tip of the spear in how we can leverage this kind of break-through
technology.”
The 26 Condé Nast titles that will be available through Ricochet are:
Allure, Architectural Digest, Ars Technica, Beauty Inc, Bon Appetit,
Brides, Traveler, Details, Epicurious, Footwear News, Glamour, Golf
Digest, Golf World, Gourmet, GQ, Lucky, M, Self, Style.com,
The New Yorker, Teen Vogue, Vanity Fair, Vogue, W, Wired, WWD.
Time Inc. will make its content available on Ricochet, beginning with a
pilot on PEOPLE Digital.
Content from these titles will be available beginning May 1. All Times
Company content from NYTimes.com, BostonGlobe.com and Boston.com are
already available on Ricochet.
Ricochet was developed in The New York Times Company’s Research &
Development lab, and commercialized by the Times Company’s R&D Ventures
group, which brings promising new product concepts to market.
The New York Times Company (NYSE:NYT), a leading global, multimedia news
and information company with 2012 revenues of $2.0 billion, includes The
New York Times, the International Herald Tribune, The Boston Globe, NYTimes.com,
BostonGlobe.com,
Boston.com
and related properties. The Company’s core purpose is to enhance society
by creating, collecting and distributing high-quality news and
information.
