Clinton Chooses People.com For Africa Op-Ed

Hillary Clinton's most recent column details the 11-day trip she spent traveling across Africa. The piece evocatively details the Secretary of State's impressions of Congolese rape victims and outlines her efforts to spread U.S. aid to these women. It's 858 words worth reading, that is, if you can avoid clicking on the adjacent photos of Zac Efron in a bathing suit or Nicole Richie's baby blog.

The column was published exclusively on People.com last Friday, a conspicuous rejection of the op-ed pages of the New York Times or the Washington Post, more popular choices for executive branch opinion pieces.

But the strange move is actually a smart one, considering that People.com's demographic is more representative of Clinton's most loyal followers, and publication there promises more blog- and Twitter-based sharing. Mediaite points out, "People.com is one of the most heavily trafficked sites on the Web, and arguably reaches an audience that doesn't necessary follow the NYT op-ed pages with as close an eye as some media types might. It's also a site that, according to its Quantcast description, 'appeals to a more affluent, slightly female slanted, skewing older audience.'"

Tabloid coverage of the Obama administration is nothing new; consider US Weekly's early Obama endorsement spreads and the influx of blogs entirely devoted to the first couple's fashion choices. This type of trend-based, often fluffier coverage is a sharp change in direction from that of previous administrations, and though this approach risks overexposure, Obama's signature media ubiquity strategy is an effective way of reaching his most elusive constituency.

Presented by

Why Is Google Making Human Skin?

Hidden away on Google’s campus, doctors at a world-class life sciences lab are trying to change the way people think about their health.

Join the Discussion

After you comment, click Post. If you’re not already logged in you will be asked to log in or register with Disqus.

Please note that The Atlantic's account system is separate from our commenting system. To log in or register with The Atlantic, use the Sign In button at the top of every page.

blog comments powered by Disqus

Videos

Why Is Google Making Human Skin?

Hidden away on Google’s campus, doctors are changing the way people think about health.

Video

How to Build a Tornado

A Canadian inventor believes his tornado machine could solve the world's energy crisis.

Video

A New York City Minute, Frozen in Time

This short film takes you on a whirling tour of the Big Apple

Video

What Happened to the Milky Way?

Light pollution has taken away our ability to see the stars. Can we save the night sky?

Video

The Pentagon's $1.5 Trillion Mistake

The F-35 fighter jet was supposed to do everything. Instead, it can barely do anything.

More in Politics

Just In