Hearst's Chuck Cordray Gets To Network Scale And "Content Velocity"

Rather than putting simple "related links" in front of a page visitor, the digital crew carefully evaluates how effectively various pieces of content work to inspire that viewer to continue on. They find the content that helps accelerates deeper usage. "We can calculate how much more that person does before they leave," says [Chuck Cordray]. "If we can take you from one piece into this piece, then you are more likely to explore more pieces. We try to promote content pieces with the highest velocity." Cordray rejects the popular magazine/digital-network strategy of increasing scale by absorbing or reaping scores or hundreds of blogs and other indie publishers. He is seeing the most growth and opportunity in integrated programs and custom sponsorships that are easier to execute on a limited range of sites within your own network wheelhouse. "We aren't interested in just adding IAB [International Advertising Bureau] units," he says. "We don't see the differentiator. We wanted to make sure anything we add is at the same quality. It doesn't make sense to enlarge but dilute. Quality is the key driver."