![]() Many publications swing on a pendulum between the integration and separation of print and digital teams, and few have found the perfect balance. Part of that is focusing early on where the highest return opportunities are, meaning our biggest brands including Cosmo, Esquire, Elle, and Good Housekeeping. The other change is that the products needed to be as good as anything in the market, and the defining shift there is reimagining all our brands around moments, instead of months, and thinking about the next generation of editorial talent that is going to take us there. That includes creating a focused technology team working on our platforms, as well as a team that’s powered by a really really good product organization, which never existed previously. But the change I’ve been focused on first is realigning all the teams around the user. TROY YOUNG: When I arrived there had been a lot achieved–there was decent traffic on a handful of properties, and a lot of progress had been made both programmatically and with the beginnings of content marketing solutions for brands. Troy Youngįast Company talked to Young about what kind of content works, how to balance legacy with progress, and how to find the “unicorns” who will lead your brand where it needs to go.įAST COMPANY: What was the first thing you identified that needed to be changed about the digital business at Hearst? But he’s also remaking digital teams with marquee names from new media–BuzzFeed’s Amy Odell and Fashionista’s Leah Chernikoff were hired as editors of and, respectively–and giving them unprecedented independence from their print guardians to create digital-first products. Beginning with Cosmo, Young is taking expected steps like redesigning the sites and developing a new company-wide content management system. Now, the changes he’s made are showing signs of success: according to Young, flagship site has doubled its traffic in his seven months at the helm, and reached a high of 17 million unique visits in November. In May, Hearst brought in Say Media’s Troy Young as president of Hearst Digital to rebuild the company’s online operation from the ground up.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |