Mark Stenberg of Adweek writes about Wired’s growth under global editorial director Katie Drummond.
Stenberg writes, “The evolution is the latest in a series of transformations reshaping the news media industry. Reporters are increasingly adopting the techniques of influencers to disseminate their work more effectively across social platforms, as publishers themselves adopt vertical video, lo-fi video podcasts, and other hallmarks of social media content.
“When Drummond joined Wired, its videos were largely celebrity-driven or anonymous cut-downs, she said. Over the past year, the brand has launched six new talent-led video series and rebuilt its approach to make reporters the faces of its coverage.
“The results have been striking.
“The pilot episode of On the Grid, a YouTube series hosted by Wired journalists, became the publisher’s top-performing video last year, tapping into its 12 million subscribers on the platform. Investigative reporter Andy Greenberg launched HackLab, with one episode surpassing 1 million views.
“On Instagram, views have climbed nearly 800% and reach by 33% since Wired shifted to vertical video featuring its own staff, according to the publisher. TikTok engagement has deepened, with comments up 163% across videos.”
Read more here.
