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People Magazine's New Scrollable, TikTok-like App Is Powered by a Team of 70 

e.l.f. Beauty is the app’s launch sponsor

People app
People
Headshot of Mark Stenberg
By Mark Stenberg
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People Magazine launched its first standalone app on Thursday with a TikTok-style interface that aims to attract logged-in, socially native audiences.

Populated with multimedia content exclusive to the platform, the new product marks Dotdash Meredith’s first foray into app development since acquiring the brand in 2021.

Though People previously had a mobile experience tied to a now-defunct TV show, this is the brand’s first standalone editorial app. Dotdash Meredith chose People for the venture because of its massive audience, which attracts more than 10 million people to its website daily, according to chief executive Neil Vogel.

“We don’t have any other apps right now,” said Vogel.

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Headshot of Mark Stenberg

Mark Stenberg

Mark Stenberg is Adweek's senior media reporter.

@markstenberg3| [email protected]
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