Hearst editors will designate content from CosmoGIRL, Seventeen, Teen, and eSPIN.com for use on the network. The tool then distributes the content on Facebook and MySpace, as well as on AIM and MSN/Windows Live Messenger in the same format as other Spleak messages, which are disseminated as user-generated gossip messages or "tattles."
Hearst was not available for comment by press time.
The union allows Hearst to target female readers ages 13 to 25 at their online destinations and refer them to the titles' Web sites, said Spleak CEO Morrie Eisenberg.
"From Hearst's perspective, [it] can push [its] content to all these places young people hang out online," he added. "It gives them a very scalable way to take the best content... and put it in these hard-to-reach places where they know people who watch all these same TV shows or read the same magazines go. In addition to having the content out there, they can bring people back to their Web sites."
Spleak, which claims 100,000 daily users, plans to create a similar network for sports fans later this year, noted Eisenberg.
San Francisco-based Spleak hired Stage Two Consulting two months ago as its AOR for media outreach and marketing strategy, according to David Speiser, Stage Two marketing strategy expert. It is also working with Rubenstein PR, employed by Hearst, on media outreach, said Andrew Palladino, VP at the firm. The effort's budget is undisclosed.
Stage Two and Rubenstein targeted a combination of mainstream titles and entertainment, publishing, and trade magazine in media-outreach efforts.