In a deal that aims to give entertainment fans a "more engaging way to satisfy their pop-culture cravings," Yahoo! and Wenner Media announced today that they'll share content and create new offerings across omg! from Yahoo!, Yahoo! Music, and Wenner's Rolling Stone, Us Weekly, and Men's Journal websites and publications.
Here's how the content partnership will work:
- omg! from Yahoo! and Yahoo! Music will create permanent branded pages for premium content from Us Weekly and Rolling Stone
- In turn, branded content and talent from Yahoo! Entertainment sites will be placed in the digital and print editions of Us Weekly and Rolling Stone
- Editorial teams from Yahoo! and Wenner Media will work together to developed new branded, original editorial content focused on entertainment topics that are most interesting to users
- Content from Men's Journal will be syndicated on Yahoo! for the first time.
For Yahoo!, the deal is another concrete step forward in its strategy to establish leadership in key online content categories by either producing original content or bringing in premium content through partnerships---which should produce new and ongoing opportunities for advertisers.
"We're marrying Yahoo!'s deep content reserves and massive online reach with Wenner's reputation for quality entertainment content," said Rich Cusick, Yahoo!'s VP of Entertainment and Lifestyles, adding "… this deal offers vast possibilities to bring our users more creative and unique entertainment content."
This is the second entertainment content partnership that Yahoo! announced recently. Last week, Yahoo! and CBS Television Distribution signed a deal to share and create new content from "omg! on Yahoo!" and CBS' syndicated TV newsmagazine "The Insider." The deal will spawn a new Web-TV entertainment show called "omg! Insider."