Since May, New York magazine has launched an irregular series of “pop-up blogs” to expand its coverage on a variety of topics including relationships, the arts and travel.
The blogs focus on a specific theme — exploring Paris, untangling love lives or navigating New York’s art scene, said Ben Williams, digital editor of New York Media (which owns New York and its associated properties). They run for a month, and they have bolstered the magazine’s traffic and its bottom line, he said.
Each “pop-up” is basically a Web version of a traditional magazine insert, Williams said. The editorial team comes up with a series of topics they think would be a good fit for New York, and the advertising staff tries to sell those concepts to advertisers. If the sales team finds a sponsor, the editorial side creates the blog and fleshes out plans for coverage.
“Advertisers like them because they’re kind of a TV miniseries, so you have a beginning, middle and end,” Williams said. Read more