Why The NY Post Is Investing In—but Separating Itself From

Page Six, the celebrity and gossip arm of the New York Post, has spent one year building a new video studio, Page Six Studio, to help the entertainment title dramatically increase the volume of its video content. The project is the latest in a series of efforts undertaken by the Post to position Page Six as a stand-alone brand, said chief operating officer Brad Elders, in order to diversify its advertising business, expand its audience and strengthen its non-news products. The Year of the Living Brands: Why Media IP Refused to Die in 2023 “This was not fully motivated by the fact that news has become a pariah for some advertisers,” Elders said. “It was that, coupled with the fact that we had this huge opportunity in front of us.” Page Six could reach a larger, different demographic, providing the Post—a regional news publisher with reporting that skews conservative—a degree of insulation against the cyclicality of news media, said Andrew Becks, chief strategy officer at media agency 301 Digital Media. An overlooked asset Page Six, the 47-year-old entertainment title, has its own branding and a separate website, making it easier to pitch as a distinct party. Between the studio buildout and a series of new editorial and sales hires, the gossip watchdog has received the largest net-new investment in the past year, according to the publisher. Page Six attracts between 25 million and 30 million unique monthly visitors, per Comscore, and the majority of its audience lives outside of New York, said Shannon Toumey, the Post's vice president of strategy and partnerships. In addition, a series of aha moments helped the Post realize the latent potential of Page Six, said Elders. When Taylor Swift visited New York for a handful of dinners last fall, Page Six's reporting on the story drove a traffic windfall, hinting at the size of its untapped audience. Another hit came from its Virtual Reali-Tea podcast, which follows hosts Evan Real and Danny Murphy as they chronicle the goings-on of the Real Housewives cast and other members of the Bravo extended universe. The podcast is filmed and hosts live tapings, which often feature talent from the series, attracting a fervent fanbase, said Page Six managing editor Ally D’Aluisio. With the new video studio producing 15 to 20 video segments per day, Page Six hopes to improve its odds of turning those moments into pops of virality. Expanding its advertising aperture The entertainment title could feasibly attract a far larger audience than the Post, as the latter's coverage focuses primarily on the New York area. Its readership could also be monetized through products like events, merchandise or product-specific subscriptions. Later this year, Page Six plans to launch a jewelry line. The gossip title also draws in a different audience demographic—primarily affluent, educated women—said Becks. Taking it to market independently could help unlock new advertising categories for the Post, such as entertainment, luxury and beauty. Even if the Post and its conservative reporting left an advertiser reluctant to partner with it, Page Six could still land their business, said media analyst Simon Owens. For advertisers that want to reach across both publishers, growing Page Six enhances those offerings, as well. Direct sales at the gossip title, for instance, grew by double-digits in 2023, and the launch sponsor for Page Six Studio, Tri-State Cadillac, is an expansion of a previous partnership. Still, neither investment is a sure bet, according to Owens. Page Six experimented with a television offering several years ago before pulling the plug, and publishers have been burned many times before pinning their hopes on video. “The increase in video inventory means that individual visits are better monetized, but volume is only one-half of the issue,” Owens said. “The quality still needs to be there.”

Branding

Page Six's Video Studio Launch Separates It From the NY Post

The Post is positioning the gossip title as a stand-alone brand

Mark Stenberg

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Mark Stenberg