Digital publishers are caught up in a new health craze. After a years-long pursuit of scaling an audience, many publishers are now launching vertical sites, which has resulted in several dedicated to health and wellness.
In the past two months alone, NBC News has launched Better, The Huffington Post launched The Scope, Time Inc. unveiled Time Health. The New York Times, after several months of experiments, gave Smarter Living a standalone editor. They follow Verywell, a health vertical that About.com spun off last year. While these sites differ slightly in editorial focus and sensibility, they have lean staffs and focus on evergreen content from their own archives or syndication partners.
“It’s not like these are topics we don’t cover,” said Nick Ascheim, vp of digital at NBC News. “We’ve been in the breaking news business. Now we want to stretch that brand a little bit further into new content areas. We want them to stay for something more.”