12th May 2016

Hearst offers print-to-digital targeting

Print readers are being targeted by Hearst on their online journeys.

In an attempt to save the print industry, Hearst is targeting print readers then following them with digital advertisements.

Hearst is beginning this process with its Toyota Prius campaign.

Digital president Troy Young is responsible for the recent digital modernisation at Hearst, and is largely responsible for Hearst's ability to retarget readers.

Hearst loads and exports data entered into subscription forms online, then uses it to target those readers across Hearst's online sites.

The Prius campaign, which Hearst is planning to target, is set to reach around 50 million consumers.

The campaign is both print and digital, and will run across Elle, Elle Decor, Esquire, Food Network Magazine, HGTV Magazine, Marie Claire, and Popular Mechanics from May to June 2016.

Native style text and video ads, as well as social posts, make up the campaign.

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