Expanding its advertising aperture
The entertainment title could feasibly attract a far larger audience than the Post, whose coverage focuses primarily on the New York area.
Its readership could be monetized through products like events, merchandise, or product-specific subscriptions. Later this year, Page Six plans to launch a jewelry line.
Page Six also draws in a different audience demographic, primarily affluent, educated women, said Becks. Taking it to market independently could help unlock new advertising categories for the Post, such as entertainment, luxury and beauty.
Even if the Post and its conservative reporting left an advertiser reluctant to partner with it, Page Six could still land their business, said media analyst Simon Owens.
For advertisers that want to reach across both publishers, growing Page Six enhances those offerings as well. Direct sales, for instance, at the gossip title grew by double digits in 2023, and the launch sponsor for the Page Six Studio, Tri-State Cadillac, is an expansion of a previous partnership.
Still, neither investment is a sure bet, according to Owens. Page Six experimented with a television offering several years ago before pulling the plug, and publishers have been burned many times before pinning their hopes on video.
“The increase in video inventory means individual visits are better monetized, but volume is only half the issue,” Owens said. “The quality still needs to be there.”
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