Erin McPherson: Maker's New Chief Content Officer Discusses Tackling the Studio's 23 Digital Video Verticals

By Castillo, Michelle | ADWEEK, April 28, 2014 | Go to article overview

Erin McPherson: Maker's New Chief Content Officer Discusses Tackling the Studio's 23 Digital Video Verticals


Castillo, Michelle, ADWEEK


Specs

New gig Chief content officer, Maker Studios

Old gig Vp, head of video, Yahoo

Age 45

So what does the chief content officer at Maker do? I oversee our studios, so the content we produce in-house, but also our programming strategy vis-a-vis partners, our network partners and our network talent, as well as outside third-party relationships. I work a lot on our brands and with the advertising community on strategic initiatives and branded programming.

How have your past careers prepared you for Maker? Sometimes I don't like to admit it, but yes, I am a lawyer! In all seriousness, it's a great background for working in digital media because we are kind of operating without a clear road map. We are creating new deal structures and new ways of partnering every single day. At Yahoo, I was able to learn a tremendous amount at one of the biggest distributors on the Internet. It was an amazing background for teaching me almost everything, soup to nuts on how a global Web distributor works.

What trends are you noticing within the shows in development? We're seeing content that is inspiring, uplifting and comedic--but I'd overall describe it as positive and optimistic --really trending with the millennial audience. They're into celebrating life, creativity and expression as opposed to mean-spiritedness.

It was announced you would split up content into 23 different vertical brands. How are you organizing that? The real differentiator between what we do at Maker and traditional media is we've sourced these verticals out of existing audience demand. We've gone into our network of over 55,000 creators and looked at where audience is gathering. We're able to actually curate the best of and most relevant content around those existing passion points. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Erin McPherson: Maker's New Chief Content Officer Discusses Tackling the Studio's 23 Digital Video Verticals
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.