|Meredith is creating a VOD service based on the content of its print magazine, 'American Baby.'
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The company is also planning a cross-platform media deal, offering marketers the opportunity to advertise alongside the VOD segments about such topics as “getting through labor, putting newborns to bed and giving babies their first baths.”
The move follows calls from marketing and media executives for magazine companies to be flexible about how they distribute content in the broadband era.
The Des Moines, Iowa, magazine giant announced the news today as part of the American Magazine Conference. The content is already airing on Comcast Corp. systems, according to a spokeswoman for the cable operator. She added that the only other magazine company providing VOD content for Comcast is Guitar World, though discussions are ongoing with a number of big media groups for VOD content.
“These agreements reflect our strategy to extend our publishing brands into the electronic space and to serve consumers across media and platforms,” said Meredith Publishing Group President Jack Griffin in a statement.
Meredith also said it made a similar agreement with SignStorey, a custom TV network available in grocery stores that will provide TV content from the magazine.
“We’re closely watching the development of new technologies and creating ways to help our readers and advertisers best make use of them,” said John Zieser, Meredith’s VP-corporate development, in the statement. “Our content rests on strong service journalism that helps people improve their lives, and it has a home on any platform. We believe these two forms of distribution, video on demand and in-store retail networks, hold a lot of promise.”