Social News Publisher NowThis Hires Michael Vito Valentino As Editor-In-Chief In Gen Z Programming Shift

deadline.com:

EXCLUSIVE: Social news publisher NowThis is shifting strategy to become a content hub for Gen Z. The org has hired Michael Vito Valentino as Editor-In-Chief, effective immediate.

He will oversee all creative, development, and talent across the NowThis portfolio, with his expertize in social content considered the right fit to attract young audiences to the platform.

The shift will see NowThis focusing on original content ranging from pop culture to issue-orientated. An in-house studio will be built to make digital series. “The reason why we’re keen on programming to young audiences is because the density of their social graphs with the network effects of those social spheres creates virality,” said Sharon Mussalli, CEO of NowThis. “Sixty-one per cent of Gen Z, 41 million Americans, is 18+, which makes up the majority of the critical 18-24 and 18-34 audience demos.

By speaking directly to these 41 million Americans we realize relevance and popularity with millennials via shares and social discovery.” Valentino’s hire comes as news publishers across the U.S.