App Economy

App Economy

Now That Hearst Has Partnered With Buddy Media, You’re Going to Have to Learn What a ‘Sapplet’ Is

Buddy Media CEO Michael Lazerow

“The days of, ‘Do we publish on Facebook? Do we tweet?’ are over,” Buddy Media CEO Michael Lazerow told Betabeat. “Either you do it, or you’re crushed. Do it or go out of business.” Hearst Magazines must have got the memo, because its Digital Media unit just announced a partnership today to use Buddy Media’s platform to enhance its presence on Facebook. From its Midtown headquarters, Buddy Media will create “sapplets” (short for social applets) that overlay on the Facebook pages for titles like Cosmopolitan, Seventeen, and Marie Claire.

Sapplets like Buddy Media’s  Interactive “Personality” Boutique, which recommends products based on answers to a personality quiz,  introduce a game-like aspect into the Facebook page and encourage interaction. They also offer a handy new advertising vehicle for Hearst, which is probably why Kristine Welker, Hearst Digital Media’s chief revenue officer, was the point person on the deal. Hearst is further removing friction for potential advertisers by launching multiple brands (13 titles and websites will eventually be involved) at once. That way, if an advertiser wants to reach a certain demographic, they don’t have to negotiate with each magazine individually.

“Instead of doing one-off siloed programs, they’re almost selling it as part of a cable network that lives on top of Facebook,” Mr. Lazerow explained. But why “sapplet”? Did the world really need another word for a widget? “I can’t speak for the world, ” he said sharply. Read More

App Economy

Hearst Institutionalizes Its App Obsession With a Posh New Think Tank


Publishing giant Hearst has been vocal about putting its resources in tablets over paywalls. But today reporters got the first glimpse of just how much they are willing to invest in the new app economy. Hearst’s App Lab, up on the 41st floor of the Hearst Tower on 8th Avenue, isn’t just a “plush, windowless, gadget-filled” think tank for app development and advertising. It’s also staffed by 44 in-house developers, producers, editors and designers. What do they create? So far, 100 apps for the iPad and iPad, Google Android, the Nook, and Zinio’s Newsstand. The App Lab doesn’t just develop tablet editions of glossies. It’s also churning out spin-off apps like House Beautiful‘s paint colors app and Esquire‘s iPad puzzle app.Why should third-party developers have all the one-off fun? Read More

App Economy

Textingly Seeds the Web With SMS Apps

Us on a plane.

In a smart expansion of its current offerings, local start-up Textingly, which helps businesses manage their SMS interactions with customers, is building out an app platform to integrate their services with some big web companies.

Users of the more than 18 million WordPress blogs, for example, can now add a Textingly widget to their Read More