While most publishers are scrambling to amp up their digital presence, Hearst is launching a new print venture—TrendingNY, a free, weekly publication targeted at New York millennials. (There's, like, a 100% chance that someone suggested it be called #TrendingNY, so let's take a minute and send positive thoughts to whomever vetoed the hashtag.)
"Trending will…have a predominantly fashion and beauty focus," Michael Clinton, the publisher's president and marketing director told WWD. "It's about what's happening now." And nothing is more now, according to millennials-as-envisioned-by-Hearst-execs, than the internet. So far, editor Emily Cronin (formerly of Harper's Bazaar) has tapped social media stars Erica Domesek (founder of the popular DIY blog P.S. I Made This) and Aliza Licht (a.k.a. DKNY PR Girl) as contributors.
The 48-page newspaper-magazine hybrid will be handed out in "key neighborhoods" Mondays through Wednesdays from September 8th until the 30th, and if it does well, it could be printed on a more regular basis. "Well" will be gauged by feedback on Twitter and Facebook, which, with Domesek and Licht on board, shouldn't be hard to drum up.
· Hearst Launching TrendingNY in New York Metro Area [WWD]