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Media Watch: Wikipedia Love Button, Hearst Umbrella Campaign, Mind the Spending Gap

Media Watch: Wikipedia Love Button, Hearst Umbrella Campaign, Mind the Spending Gap

So much for liking things: Wikipedia is adding a Love Button.

The community-edited-and-written encyclopedia site wants readers to express their feelings of admiration for its entries. Because Wikipedia requires consistent effort from its contributors, the site needs to foster more engagement. Studies show that its volunteer editors are more likely to put in the time when given support by others on the site. And thus the “WikiLove” button was born. It will launch Wednesday.

Revealing America’s current economic divide, the gap in advertising widens. According to Ad Age:

“The rich — and marketers who cater to them — just keep getting richer as everyone else struggles through a so-called recovery.”

In 2010, the only growth in spending was from people with yearly incomes over $100,000. The analysis points out that groups like Estee Lauder, whose costumers earn about 20% more than the US average, have been burgeoning, while middle-class-targeted groups like Walmart are feeling a recessionary crunch.

Hearst Magazines will launch an extensive advertising campaign concentrating on its whole stock of magazines, rather than just a few titles. The “Unbound” campaign comes after the $892-million acquisition of 100 publications for Lagardère, the French-based multinational conglomerate that includes magazines like ELLE. In addition to Lagardère, Hearst also made a $325 million purchase of iCrossing, and a joint venture with Scripps that will lead to the Food Network Magazine. After these significant changes, Hearst has decided to advertise itself as a family of iconic magazines, rather than individual brands.

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