After greater than a decade of serving its viewers of millennial ladies, publication writer theSkimm now desires to supply its experience to different manufacturers trying to do the identical as a part of its efforts to diversify income.

The media firm, which operated for years as a publication earlier than branching into further channels, introduced the launch of its new in-house inventive company, SKM Lab, an evolution of the branded content material work the writer has lengthy offered for its promoting shoppers. 

“Our current State of Ladies survey discovered that 74% of ladies imagine that manufacturers don’t perceive the actual issues of ladies,” mentioned chief income officer Mary Murcko. “We’ve got over a decade of expertise speaking with ladies, and we wish to supply that to manufacturers trying to attain that viewers.”

The corporate has employed a small group of latest gross sales workers to take these capabilities to market, nevertheless it has not elevated the headcount of its inventive studio. It wouldn’t share monetary projections for the enterprise.

Along with creating customized content material, just like its campaigns with Nike, Constancy and Walmart, SKM Lab can even supply a full vary of company providers to potential shoppers, together with technique, efficiency advertising and marketing and trigger mobilization.

The launch of SKM Lab, which additionally contains the debut of a bimonthly publication aimed on the advertising and marketing neighborhood referred to as The SKM Report, comes as a part of a broader push from the writer to diversify its enterprise. 

The privately owned media firm has sought to face up various ventures, comparable to podcasts, instructional programs and occasions, that cater to its core readership of millennial ladies, whose wants and pursuits have matured since theSkimm launched in 2012.

The launch additionally displays the rising worth of first-party knowledge and shopper insights, which have change into sought-after commodities as sign loss has degraded manufacturers’ means to trace and measure shopper habits. 

On prime of serving its focused viewers for greater than a decade, theSkimm has launched different initiatives, comparable to its current State of Ladies marketing campaign, in hopes of underscoring its place as a thought chief in ladies’s advertising and marketing.

“The problem is that this company can have a number of competitors, together with from different publishers like Condé Nast, who’ve greater audiences and extra sources,” mentioned Erica Gruen, a principal with Quantum Media. “They’re going to should be small however mighty.”