The cable service franchise purchased the fashion and lifestyle e-newsletter, eyeing local ad potential
Comcast acquired more than a series of fashion and lifestyle e-newsletters when it purchased Daily Candy for $125 million yesterday. It acquired a nationwide stable of dedicated local advertisers, an asset the cable company hopes to put to good use.
Exactly how remains to be seen. Such discussions are still in the very early stages, said a spokeswoman who asked not to be named. But the cable industry by nature operates as a series of regional divisions, creating a demand -- and opportunities -- for local advertisers.
"The local aspect is really attractive to us," said the spokeswoman. "Cable is a local business; entertainment is a local business. From an advertising perspective, nothing has been set. But you can see where crossovers would probably happen."
Comcast will add Daily Candy, which distributes a series of local and national newsletters to 2.5 million mostly female subscribers daily, to its Comcast Interactive Services division, which also includes movie-ticket site Fandango.com and video site Fancast.com. Daily Candy was launched as a New York-centric site in 2000 and now publishes daily newsletters catering to 13 U.S. cities.
Among its various holdings, Fandango may present Comcast's most logical opportunity for crossover with Daily Candy advertisers. Fandango customers are not only asked to enter their zip codes, they indicate where and when they will be attending a particular theater.
"If you're going to your local AMC theater to watch the new Batman movie, you should also check out this new restaurant in the area. That kind of thing," said the spokeswoman.
Daily Candy also presents exciting opportunities for Comcast from a strictly demographic standpoint. "They've got this incredibly loyal following of women who fit very squarely into a demographic that we already speak to here at Comcast," she said. "It's a 20 to 40 age group of highly successful, trend-setting women, and they are early adopters."
As for the advertising on Daily Candy's newsletters, which now consists mostly of banner ads and sponsorships, Comcast may consider adding video or more rich content. All such decisions, however, are still far from being finalized, said the spokeswoman.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT