People.com's new online strategy of speedy, high volume original content has resulted in record-breaking traffic records and continued growth.
AdWeek spoke to People's editorial director Will Lee, and he explained that their new strategy is now more dependent on "winning" the story and being the first to break news.
Lee took the reigns at People in October 2014. Since then, the daily average of stories produced has at least doubled, and tripled during awards season. As an example, People.com posted 120 stories per day during the 2015 Oscar season.
"It's literally 'type faster, make the phone calls faster' - it's just a metabolism thing," Lee said. "We're transforming from a weekly cadence to 'seconds count.,'" Lee said.
In February, People.com broke its unique visitors record when 72 million people visited the site. That marks a 78 percent year-over-year increase.
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