Hearst Magazines Now Taking Digital Seriously

Cathleen P. Black, president of Hearst Magazines reflects on their web strategy:

“…never viewing digital inventory as the value-added piece of an ad-page deal, said Ms. Black, calling magazines’ obsession with advertisers’ page schedules “almost a relic.”

Their five goals for digital:

  • Transforming existing sites into the best possible properties.
  • Using the web to drive profitable circulation.
  • Leading the industry in site functionality.
  • Achieving leadership in site traffic, which Ms. Black equated with newsstand sales as an indicator of vitality.
  • Making money.

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