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BREAKING NEWS & VIEWS
More, Bushnell and Maybelline Go Webisodic  Candace Bushnell, Maybelline and Hyperion/Voice books. “The Broadroom” is a four-part Web series involving six city women and their lives in the workplace. “Candace has created funny and relatable situations that will get water cooler conversations started all over the world,” says More editor-in-chief Lesley Jane Seymour. “That’s the beauty of the Internet.”The series was written by Bushnell, who recently joined More as a columnist. The magazine and its author collaborated with Bushnell’s book publisher Hyperion/Voice, on the series, which was produced by Meredith Corporation and Co.Op TV and presented exclusively by Maybelline New York. While the content and production partnerships are dizzying, the basic content model follows the branded media trend. The Web series site is promoting Maybelline’s Color Sensational lipstick. The ambitious series stars Jennie Garth of “Beverly Hill 90210” fame, Jennifer Esposito from “Samantha Who,” and Talia Balsam of “Mad Men.” By keeping the video series limited to a four episode arc, the producers seem to have learned a valuable lesson from failed Webisodics over the years. Few high profile projects like these have much staying power over multiple episodes, with some research showing huge drop-off rates after just a few chapters. By keeping the series tight and limited to a 6-week rollout, More, Maybelline and the others involved have a better shot maintaining viewer interest through the run. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com |
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