Brian Steinberg Senior TV EditorThe people who oversee “Today” want to lure new audiences from a decidedly different competitor set.
After years spent battling “Good Morning America,” the venerable NBC A.M. news franchise is now eyeing the crowds that flock to consumer publications like People, Cosmopolitan, Good Housekeeping and Vogue.On Tuesday, the morning-news mainstay will unveil its first digital cover story, an in-depth look at creator and actor Issa Rae that will get exposure not only on its digital site, but on the linear TV show and across its social channels.
The belief is that a series of deep-dive stories on newsmakers and cultural figures launched via the show’s digital channels will lure new audiences interested in lifestyle and consumer news. “We are really trying to age down our audience across the brand,” says Libby Leist, the NBC News senior vice president who oversees all iterations of “Today,” in an interview.
She adds: “Digital and social platforms are a great way to do that, a reinvention of the ‘Today’ brand for newer and younger audiences.”Splashy digital journalism has often served as a vehicle for storied old-media print brands hoping to lure a generation of readers more accustomed to scrolling on a smartphone than turning a glossy page.
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