How Bleacher Report Focuses on ‘Authenticity and Speed’ to Super-Serve Young Sports Fans

5 Questions: “Audiences expect to participate in the conversation,” says chief content officer Sam Toles says

Sam Toles is no stranger to the digital world and after hopping from Vimeo to MGM as SVP of digital, the industry veteran has landed at Bleacher Report in March as the company’s first chief content officer.

Toles has been tasked with helping the sports-centric company develop a disciplined system to create compelling content and support its growing talent pool of creators. The first step in building out this system, Toles said, is finding is preserving the company’s connection with fans through its social channels and its owned-and-operated properties, such as its IOS or Android apps.

The Turner-owned company has over 10 million followers across its social platforms and has generated more than 300 million views across YouTube. The company also runs several franchises, including “House of Highlights,” and has grown its presence on traditional TV presence with the recent Showtime documentary “Quiet Storm: The Ron Artest Story,” the first long-form project Bleacher Report has licensed to a third party.

In an interview with TheWrap, Toles discusses his new role and the difference in programming for a younger audience vs an older one.

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