Magazine article Variety

Gallery Media Aims for Authenticity

Magazine article Variety

Gallery Media Aims for Authenticity

Article excerpt

A few years back, Gary Vaynerchuk knew he wanted to get into the content business. But the New York entrepreneur and investor, who has run ad agency VaynerMedia since 2009, didn't want a clickbait farm just chasing quick-and-easy views.

Vaynerchuk was friends with Ryan Harwood, founder of women's lifestyle site PureWow. Over time, he came to understand PureWow's business better - and then bought it in January 2017. "The fact that PureWow was not very good at siphoning off audience from Facebook was very interesting," he says. "It's a real brand."

That led to the formation of Gallery Media Group, which houses PureWow. In June, the group launched its second media property: ONE37pm, aimed at young men and focused on the intersection of culture and entrepreneurship.

Gallery's central philosophy is to produce compelling, upbeat content that's authentic to the millennial audiences it is trying to hit, says CEO Harwood. …

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