People magazine is joining celebrity-texting service Community — a bid to reach readers directly with updates, news alerts and other content in a new way. The Meredith-owned personality and p…
mag will kick off its pact with Community at next Sunday’s 92nd Academy Awards, where the publication will share content from the red carpet, backstage at the Dolby Theatre, and the after-parties to followers on the platform.
Community won’t say how many users overall participate in the service but claims that more than 200 million messages between “leaders” and users have been sent on its service to date.Today, People already has large followings on social platforms like Instagram, Facebook, Snapchat and Twitter to promote content and reinforce connections with readers.
The concept, according to Ruderman, is, “If I were on the Oscars red carpet and texting with my best friend, what would I want to know? We’re saying, ‘Let us be your ambassador with insights and insider information.'”
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