Hearst spreads audience insights using an automated bot on Slack

Stephen Whiteside

Hearst Magazines, the media company, has put Slack, a messaging and collaboration system for enterprises, at the heart of its efforts to spread audience insights.

Hearst Magazines is using a conversational approach to spread insights about its audiences from the top to the bottom of its editorial organization.

The New York-based media enterprise – which owns media brands like Esquire, Marie Claire, Good Housekeeping and Elle – faces the common publisher’s dilemma of ensuring that the incoming stream of digital reader data filters through to the teams and individuals who are tasked with crafting its content.

Hearst, in part, has achieved this goal via Slack, an online service with features that enable team members to chat, organize...

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