NBC’s morning show “Today” is taking a new approach to attract younger viewers and have a target audience in mind, those who consume publications like People, Cosmopolitan, Good Housekeeping, and Vogue.
On Tuesday, the morning news mainstay announced the launch of its first digital cover story. The idea of this new project is that a series of deep-dive stories on newsmakers and cultural figures through the show’s digital channels will attract new audiences curious about the lifestyle and consumer news.
“We are really trying to age down our audience across the brand,” NBC News senior vice president Libby Leist told Variety. “Digital and social platforms are a great way to do that, a reinvention of the ‘Today’ brand for newer and younger audiences.”
The effort helps demonstrate to celebrities and influencers who might participate in identical ventures at other media outlets what “Today” can do. In addition, the network hopes that their in-depth look at the creator and actor Issa Rae can help kick start this project in the right direction.
“We are definitely in a competitive space, and the advantage we have is the amplification of content across different platforms,” Leist said. “Nobody else has a broadcast, a digital site, a streaming channel, radio shows from SiriusXM and a podcast and newsletters.”
Eduardo Razo is the Assistant Content Editor for BNM, which includes writing daily news stories on the news media industry. He can be found on Twitter @eddierazo_ or you can reach him by email at eddie1991razo@gmail.com.
