Young Vine and YouTube Celebs Star at Seventeen’s Unofficial NewFront
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BuzzFeed tried to win over web video advertising at a NewFronts pitch Monday by talking up its strength: sharable content. Conde Nast today is holding a NewFronts presentation emphasizing videos based on its magazine brands. Hearst Magazines’ panel on Tuesday morning, however, relied on powers you may never have heard of: YouTube and Vine sensations like Arden Rose, Meghan Rosette, Teala Dunn, Cameron Dallas and Nash Grier.
Mr. Grier, 16, has more than 7.5 million followers on Vine; Mr. Dallas, 19, has 4.1 million. They have just signed on to create content for Seventeen magazine’s YouTube channel, Seventeen Magazine Editor-in-Chief Ann Shoket told the roughly 75 people in attendance, mostly media buyers and advertisers.
Seventeen didn’t try to turn its editors into YouTube stars, Ms. Shoket said: “The key to our success as a magazine and on YouTube is we tapped into the authenticity of YouTube.”
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