• Source: NowThis

NowThis Media is an American progressive social media-focused media organization founded in 2012. The company is specialized in creating short-form videos. Their target audience are Gen Z and Millennials.
In April 2023 NowThis was purchased by the non profit Accelerate Change and in December of the same year announced that Sharon Mussalli was appointed as their first female CEO. In March of 2024 Adweek announced the creation of NowMedia Networks, an identity driven media network reaching 190 million people that is the combination of publishers NowThis, PushBlack, Pulso, ParentsTogether, Feminist, and PlusMas. NowMedia Networks is overseen by Sharon Mussalli, with Sales leadership from Matthew Grandchamp and Brand and Creative Development leadership from Catherine Schuler.
NowThis’s commitment to relevancy with young audiences was further underscored in September 2024 when Deadline covered the announcement of their new Editor-in-Chief, Michael Vito Valentino, whose expertise in social first content at MTV and Fallen Media resulted in 5B+ views. Sharon Mussalli explained this dedication to orientating content towards young audiences: “The reason why we’re keen on programming to young audiences is because the density of their social graphs with the network effects of those social spheres creates virality.”
This announcement also introduced a new strategy for the brand with development of social first vertical original series. Michael Vito Valentino explained, “We won’t just be working with creators, we’ll be developing them. We’ll do more than just keep up with our audience’s viewing habits, we’ll help shape them. It’s the same bite-sized content our followers are used to, with clarified and curated verticals. I’m beyond excited to share some of the incredible things we already have in the works.”
In October 2024 NowThis received wide coverage from outlets including Deadline, Adage, The Drum, Business Wire, Us Weekly and What’s Trending with the announcement of their inaugural Advisory Board. The Advisory Board is made up of tastemakers and business leaders with unique understanding of the GenZ audience. The board will offer guidance as NowThis develops new content formats, ranging from pop culture to issue-oriented stories that align with Gen Z values, for their 74 million followers across platforms. Members include: Gen-ZiNE founder, Anushka Joshi, #paid editorial lead Emmy Liederman, TikTokstar and DJ Griffin Maxwell Brooks, founding member at Squared Circles and Forbes 30 Under 30 recipient Karan Jerath, and Executive at next Gen Practice at UTA Shaina Zafar.
"The board helps us identify emerging trends and provides valuable input on how to approach storytelling," says Valentino. "They're also instrumental in ensuring that our content feels authentic and speaks to the issues Gen Z cares about most. It's about creating a feedback loop where we're not only responding to trends but anticipating them."




History


NowThis was founded by HuffPost co-founder and former chairman Kenneth Lerer and former Huffington Post CEO Eric Hippeau in September 2012. NowThis originally focused exclusively on social-media platforms, such as Facebook, having announced in 2015 that it would not have a homepage. By 2018, it had changed this position.

On December 8, 2015, NowThis raised $16.2m in Series D funding. By this time, the company said that 68% of its audience were millennials between the ages of 18 and 34. It was announced that this funding would be used to launch more focused channels. Between 2012 and 2014, the editor-in-chief was Edward O'Keefe, who previously was the executive producer at ABC News Digital. As of 2013, NowThis produced about 50 segments per day and received about 15–20 million views per month.
In 2016, NowThis joined with The Dodo, Thrillist, and Seeker to form Group Nine Media, which was acquired by Vox Media in February 2022.
In June 2020, numerous accusations of sexual misconduct were levied at NowThis associate producer Jackson Davis after Alexandria Ocasio-Cortez quote-tweeted a graphic he created. NowThis suspended Davis. Following an external investigation, he was removed from the company.
In April 2023, it was announced that NowThis would be spun off as a separate company from Vox Media.
In February 2024, it was announced that NowThis had laid off roughly 50% of its workforce. The organization said that the staff layoffs were part of a “broader initiative to realign our resources and structure to ensure a long-term sustainable business in the evolving media landscape.”
In November 2024, NowThis underwent a second round of layoffs, which predominantly affected unionized employees. These layoffs were reported by current and former employees of the organization, though the Writers Guild of America, East (WGAE), which represents the unionized staff, has not released an official statement on the matter.




Content


NowThis's content is targeted at left-leaning Millennials An analysis from BuzzFeed News found that NowThis was the most popular left-leaning site on Facebook between 2015 and 2017; along with Occupy Democrats, it accounted for half of the 50 top posts on Facebook. According to the Reuters Institute for the Study of Journalism NowThis' videos are primarily emotion-driven in order to generate views and shares and the group been accused of making partisan content.
In 2015, NowThis published a conspiracy theory that claimed CNN deleted a poll of Facebook users asserting that most participants thought that Bernie Sanders beat Hillary Clinton in the first 2016 Democratic Party presidential debate. NowThis created a video titled "It looks like CNN is trying to help Hillary look good, even if that means deleting polls." PolitiFact found that CNN did not delete the poll in question and in fact displayed the results of the poll during its broadcast and also published the poll on its Facebook page. The claim was rated as "Pants on Fire" false by PolitiFact.
After Donald Trump was elected president in 2016, NowThis posted a clip of CNN commentator Van Jones giving a speech about the election results on their social media. The posted clip generated over 23 million views on Facebook, and NowThis included its own logo in the upper corner, not CNN's. CNN accused NowThis of violating their intellectual property rights and stated that video "was used without attribution or permission", and they were "exploring [their] options with regards to NowThis, Facebook and Twitter." NowThis removed the clip from their Facebook, while it remained on their Twitter.
During the 2016 United States presidential election, NowThis repeatedly claimed that Trump lied about Bill Clinton signing the North American Free Trade Agreement (NAFTA) using videos posted on Facebook and YouTube. PolitiFact found that Bill Clinton signed the final version of the NAFTA as Trump had stated, and rated the claim false.
In September 2019, NowThis tweeted out that "Republicans in North Carolina used a 9/11 memorial to trick Democrats into missing a key vote", which was later shared by Senator Elizabeth Warren. PolitiFact rated the claim false and discovered only one Democrat was at a 9/11 memorial during the time North Carolina Republicans held a controversial budget vote. NowThis did not correct their claim.
In January 2020, NowThis removed a segment of a video they posted where a George Washington University student falsely claimed that Holocaust diarist Anne Frank did not die in a concentration camp. Frank died in the Bergen-Belsen concentration camp in either February or March 1945.




References






External links


Official website

Kata Kunci Pencarian:

• Perang Nagorno-Karabakh
• Bernie Sanders
• The Intercept
• NowThis
• Bernie Sanders
• Nico Pitney
• Two Distant Strangers
• Edward O'Keefe
• Helen Hong
• Eason Jordan
• Nancy Pelosi
• Vox Media
• The Onion