Our magazines regularly feature environmentally-conscious content - in fact, several have produced 'green' issues - but as we roll out content in new ways through our digital media unit, it makes perfect sense to launch this new stand-alone brand in a Web format.
New York, NY (PRWEB) April 15, 2007
Today, Hearst Magazines announces the Earth Day 2007 launch of a consumer Web site dedicated to earth-friendly living called The Daily Green. The announcement was made by John Loughlin, EVP/general manager, Hearst Magazines. Developed by media industry executive Deborah Jones Barrow and Hearst Magazines Digital Media group, The Daily Green will be a one-stop Web destination where the fast-growing community of green consumers can find each other and everything they need to know to embrace a more energy-conscious, natural foods-oriented and environment-friendly lifestyle.
Launching as a Beta version on April 22, The Daily Green will feature daily eco-tips; the day's key national and international environmental news; advice on how to enjoy a more sustainable life with smart energy and product choices; delicious recipes for meals and school lunches that are more hormone- and pesticide-free, compassionately raised and "as local-as-available"; and ideas for creating a more toxin-free home. While content will be an important element of The Daily Green, it is the community of followers of the green movement that will inform the sensibility of the site. For example, Weird Weather Watch, a user-generated photoblog of climate change snapped by backyard environmentalists and camera phone climatologists will be an important feature, as will user-submitted recipes and tips. In addition, the site will give a voice to the leaders of the country's most important environmental organizations through blog postings and site links. It is planned that the full-scale site will go live this fall.
With The Daily Green, Hearst is the first major magazine company to launch an online resource for consumers dedicated entirely to green living. This news closely follows Hearst's announcement that it will begin promoting the "Please Recycle" logo in the July issues of its magazines.
The Daily Green is also the first pure-play site to be launched by Hearst Magazines Digital Media, a unit launched in March 2006 to focus on developing and launching new media initiatives for the company. Within the first half of 2007, the company's digital media unit will have launched mobile sites and Web sites for 12 Hearst magazines, in addition to acquiring or launching Web-only brands such as eCRUSH.com and MyPromShopper.com, respectively.
"With Hearst's reach and digital expertise, The Daily Green could make a big impact on how a new generation of consumers live their lives," said Chuck Cordray, vice president and general manager of Hearst Magazines Digital Media. "Our magazines regularly feature environmentally-conscious content - in fact, several have produced 'green' issues - but as we roll out content in new ways through our digital media unit, it makes perfect sense to launch this new stand-alone brand in a Web format."
"As the movement to more earth-friendly living has become more mainstream, there is enormous need for actionable, accessible advice on how to live a greener life. People are passionate about this. They want to get started. They want to hear from experts and from the collective wisdom of others who are also on the same path," said Barrow, founder of The Daily Green. "With a reach of more than 70 million adults each month, Hearst is the perfect company to launch a guide to green living that will give the movement enormous scale. The Daily Green is a very powerful concept and an important next step for the societal transformation that's taking place right before our eyes."
The Daily Green's target audience will be approximately 60% women, age 25 to 54 years old, college-educated and professional. The Daily Green will be featured editorially each month in House Beautiful magazine, and on other Hearst magazine Web sites. The site will also have its own pages on social networking sites MySpace and Facebook.
In a media career spanning more than 20 years, Barrow has held executive positions at magazines and Web sites across a wide assortment of categories at America's best-known media companies, including Meredith Corporation, Primedia, Inc., and Hearst, where she started her career at House Beautiful. She serves on the Board of Trustees of the environmental and historical preservation group Hudson River Heritage as well as Friends of Clermont.
Hearst Corporation, the parent company of Hearst Magazines, has been at the forefront of raising awareness for and addressing environmental concerns. Among Hearst's accomplishments on the environmental front, the most recognized are the company's completion of Hearst Tower, the first gold LEED certified building in New York (honored by Global Green USA); partnering with the State of California, California Rangeland Trust and American Land Conservancy in 2005 to form the largest conservation easement (http://www.hearstranchconservation.org) in history (82,000 acres) in San Simeon, Calif.; and participating in philanthropic tree planning through National Arbor Day Foundation (http://www.arborday.org) and New York Restoration Project. Riverkeeper (http://www.riverkeeper.org), vice chaired by Robert F. Kennedy, Jr., will honor Hearst on April 19 for its support of the organization.
Hearst Magazines Digital Media is a unit of Hearst Magazines dedicated to creating and implementing the digital online and mobile strategy for Hearst's magazine brands and other sites which serve the company's consumers and audience. Hearst Magazines is a unit of Hearst Corporation (http://www.hearst.com) and one of the world's largest publishers of monthly magazines, with a total of 19 U.S. titles and nearly 200 international editions. Hearst reaches more adults than any other publisher of monthly magazines (73.4 million according to MRI, fall 2006). The company also publishes 20 magazines in the United Kingdom through its wholly owned subsidiary, The National Magazine Company Limited.