People Inc. Invests in Vertical Microseries to Adapt Legacy Media Brands for Modern Audiences
People Inc., owner of PEOPLE and InStyle magazines, is producing original episodic vertical content designed to build recurring audience loyalty on mobile platforms. The company views vertical microseries not as a passing trend but as a legitimate format for building franchises and IP suited to how audiences consume content today. This strategy allows legacy media brands with decades of equity to reach younger, mobile-first audiences without compromising editorial integrity.
People Inc. has made a deliberate investment in vertical microseries—short episodic content designed for mobile screens—as a way to adapt its iconic media brands to changing consumption habits. According to Leah Wyar, President of the Entertainment, Beauty & Style Group, the company recognized that vertical content could function as appointment viewing with recurring audiences, similar to traditional television programming. The company applies brand-specific strategies: InStyle leverages its fashion authority through personality-driven formats like "The Intern" and "The Boss," while PEOPLE uses its access and audience trust to develop storytelling-focused series like "The Fourth Wall." Wyar emphasizes that editorial integrity and brand authenticity remain central to the approach, arguing that audiences detect over-produced or inauthentic content regardless of format. The company looks for three key elements in brands suited to the format: a clear point of view, talent audiences want to follow, and reasons for recurring engagement.
What's missing
The article does not provide viewership metrics, audience engagement data, or financial performance figures for the vertical microseries produced. It also lacks information about competitive strategies from other legacy media companies pursuing similar vertical content initiatives, or broader industry adoption rates for this format.
What different sources said
- ForbesCenter
How People Inc. Is Turning Iconic Media Brands Into Vertical Entertainment Franchises
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