Millions of users accessing Snapchat on a daily basis. Now, it’s getting even bigger, as the company has announced a trio of new publishers that will be joining it.
Re/code reports that the three new publishers, Mashable, IGN, and food and travel network Tastemade, are joining Snapchat today. In a curious move, however, they aren’t replacing older publishers on the site. Instead, Snapchat is expanding the team as a whole to make room for the new ones in its Discover section, bringing the total to 15. In addition, the app team is also looking to sign on even more publishers throughout the month.
The signing on of new publishers makes sense when it comes to making revenue, as both Snapchat and its publishing partners have been successfully selling ad space alongside the Discover content since it launched earlier in the year. According to Re/code, the more channels Snapchat has available to users, the more content that becomes available to monetize.
Even with reports of small decline following the debut of Discover, many partners insist that there’s still plenty of demand. Tastemade co-founder Steven Kydd stated that the conversations with advertisers in the program have been “very, very positive.”
Furthermore, the publishers already have key partners on board with them. Coca-Cola, for example, is sponsoring Tastemade’s channel with today’s launch, and IGN has teamed up with Universal Pictures for a promotion on its forthcoming horror film The Visit, set to debut in theaters September 11th.
“The advertiser response has been incredible,” said Vivek Shah, CEO of IGN’s parent company, Ziff Davis. “I think that’s as much a credit to advertiser interest in Snapchat as it is to interest in IGN on Snapchat.”
The only question left about the new partners is with formatting. The current format page for Snapchat happily fits twelve partners to a page, and 15 could make it a little fuller than expected. The team is working on it, according to a source close to the project, although the final result hasn’t been unveiled just yet.
Regardless, Snapchat appears to be full speed ahead in the publishing game, and of course, that means more money for its controversial but still well-received business model.
