PopSugar Inc.’s namesake media publishing arm will have a ramped-up presence at the Republican and Democratic national conventions in a first for the company as it continues to expand its news content.
The company, which publishes PopSugar and the digital shopping site ShopStyle, struck a deal with ABC Owned Television Stations Group that has Editorial Managing Director Annie Gabillet and News Editor Lisette Mejia at the Republican National Convention in Cleveland beginning today with the ABC Owned Television Stations group. The two will also go on to cover the Democratic National Convention, which kicks off July 25 in Philadelphia, with the ABC Owned group. It’s the first time PopSugar’s bringing a video team to the conventions.
ABC Owned, a division of Disney-ABC Television Group, claims a reach of about 23 percent of U.S. TV households and consists of eight stations in New York; Los Angeles; Chicago; Philadelphia; San Francisco; Houston; Raleigh-Durham, N.C.; and Fresno, Calif.
“The millions of young women who read and watch PopSugar daily are seeking insight into how world events will impact their lives,” said Lisa Sugar, PopSugar founder and president. “So we will be covering the conventions and the election throughout the summer and fall with this in mind. Providing this type of insight is increasingly a priority for us, and our collaboration with ABC Owned Television Stations helps us fulfill our mission because of their deep news resources and journalistic excellence.”
Gabillet and Mejia will produce convention content for PopSugar but will also pull in ABC coverage into PopSugar’s site and social media.
PopSugar, which has a partnership with Rock the Vote, will continue election coverage following the conventions. Content will live in a dedicated “2016 Election” section on its site under its news vertical. The dedicated election coverage area is also a first for the company. Its coverage of the 2012 election did not include a dedicated site thus leaving the coverage mostly fragmented. The company said its plan this year includes a marked increased in its coverage across channels, including broadcast, online, Facebook, Snapchat and Instagram, as it aims to be a news source for Millennial women, of which the company said it reaches one in three.