One publisher has the cachet with the in-the-know online technology and social enthusiasts; the other has the hearts (and eyes) of the reality-loving female demo. Together, Mashable and Bravo pack a powerful punch, and yesterday announced a partnership that will result in the two properties co-producing a string of new digital series.
The two had joined together to create the short-form digital series “Real Thoughts with Real Housewives, which was launched across Mashable and Bravo digital and social properties last year.
The new partnership comes as a result of “Real Thoughts” and from the Mashable side, it will be executed via Mashable Studios, the company’s branded content studio.
“At Bravo Media, we’ve celebrated record-breaking digital engagement across platforms due largely to our innovative approach to digital video. We are always serving the freshest content to existing Bravo fans while simultaneously drawing in new audiences with a passion for pop culture,” said Lisa Hsia, Executive Vice President, Digital, Bravo and Oxygen Media. “We’re thrilled to expand our ongoing relationship with Mashable following the resounding success of ‘Real Thoughts with Real Housewives’ to continue to revolutionize digital storytelling.”
While similar content relationships are formed between a brand and a publisher’s branded content studio, two publishers joining forces is not unheard of (NBC and NowThis, for example) and often benefits both partners in extending their reach.