NewFronts West Showcases Podcasts, Influencer Marketing in Inaugural L.A. Event

The kick-off day of the first-ever Digital Content NewFronts West conference in Hollywood highlighted two trends: the expansion of digital media forms like podcasting, as well as creative approaches to advertising, especially influencer marketing.

Anna Bager, the executive VP of industry initiative at IAB, which manages the event, said the L.A. iteration was designed to be different from its New York counterpart in focusing on branded and sponsored content, as well as content creators. NewFronts West runs Oct. 9-10.

The Los Angeles Times on Tuesday announced that following the success of its narrative podcast “Dirty John,” the company will roll out similar formats through 2019 with additional podcasts. They include “Big Willie,” about drag racer and local legend Big Willie Robinson, and “Room 20,” which follows an investigative reporter’s search to uncover a hospital patient’s identity.

Gallery Media Group, the company behind PureWow and ONE37pm, announced three upcoming podcasts: “Long Story Short,” which will have makeup industry veteran and entrepreneur Bobbi Brown interviewing guests like Connie Britton and Cindy Crawford about their journey to success; “Mom Brain,” hosted by Daphne Oz and Hilaria Baldwin, the wife of Alec Baldwin, will discuss aspects of motherhood with guests like Alyssa Milano and Sheryl Crow; and “Respect Replay,” a joint collaboration between ONE37pm and Fanatics that will bring together athletes from different eras or leagues.

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