Appealing to Diverse Audiences, Essence and Snapchat Launch Third Pop-Up Discover Channel

Snapchat could appeal to more diverse audiences with its latest media partners that are helping reach African-Americans and Hispanics. On Monday, Essence , a magazine celebrating black women, posted its third pop-up Discover channel. Essence was Time Inc.'s first publication on Discover, which is Snapchat's media hub filled with channels from major publishers and television networks. In October, Essence launched its first temporary channel, and earlier this month Mitú, a digital media company catering to U.S. Hispanics, got one. Essence is creating Snapchat videos and stories that speak to black women, mostly millennials, and avoiding celebrity gossip like the Kardashians, who dominate most Discover channels.