The UK’s Daily Mail’s approach to Snapchat Discover, and courting a new US demographic

While much has been written about Snapchat’s possible “game-changing” opportunities for news, Ben Clarke writes about how Daily Mail is using the launch to reach for the demographic of young females 13-25 in the US. For the Daily Mail this meant reassessing how to deliver its content on mobile in general. Said Clarke of the reinvention: “We wanted a visual style that felt rough and ready, gave the impression of being a little unpolished, and chimed with the brand’s gritty approach to journalism.”