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1 month ago
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EXCLUSIVE: Social news publisher NowThis is shifting strategy to become a content hub for Gen Z.
The org has hired Michael Vito Valentino as Editor-In-Chief, effective immediate. He will oversee all creative, development, and talent across the NowThis portfolio, with his expertize in social content considered the right fit to attract young audiences to the platform.
The shift will see NowThis focusing on original content ranging from pop culture to issue-orientated. An in-house studio will be built to make digital series.
“The reason why we’re keen on programming to young audiences is because the density of their social graphs with the network effects of those social spheres creates virality,” said Sharon Mussalli, CEO of NowThis. “Sixty-one per cent of Gen Z, 41 million Americans, is 18+, which makes up the majority of the critical 18-24 and 18-34 audience demos. By speaking directly to these 41 million Americans we realize relevance and popularity with millennials via shares and social discovery.”
Valentino’s hire comes as news publishers across the U.S. face challenges to find sustainable business models. NowThis was forced to make layoffs earlier this year, while the likes of Time, the BBC and CNN have have cut staff amid a tough economy.
NowThis see former Fallen Media and MTV exec Valentino — who background is as a creative executive, media strategist and producer with digital media credentials — as the right person to steer its new path. In his previous roles he launched various short-form, social-driven series such as Fallen’s What’s Poppin and Street Hearts and MTV’s 20 Questions and Bop Quiz. His content has accumulated more than five billion views throughout his career.
“Michael’s deep knowledge of this space will cement NowThis as the premier destination for culturally relevant social first content,” said Mussalli. “We are excited to have him on board and can’t wait to see the impact he will make.”
“NowThis understands that Gen Z is leading the creator economy and wants to take it one step further,” added Valentino. “We won’t just be working with creators, we’ll be developing them. We’ll do more than just keep up with our audience’s viewing habits, we’ll help shape them. It’s the same bite-sized content our followers are used to, with clarified and curated verticals. I’m beyond excited to share some of the incredible things we already have in the works.”
NowThis launched back in 2012 and became a zeitgeisty news outlet in the digital space. Non-profit media firm Accelerate Change acquired the business last year from Vox Media, which retained a minority stake, and a parent group, NowMedia, was established over the summer. Vox’s largest shareholder is Deadline publisher Penske Media Corporation.
