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Posts Tagged ‘Norman Pearlstine’

Norman Pearlstine Talks Advertising

NormanPearlstine_FeaturedNorman Pearlstine, Time Inc.’s chief content officer, is no stranger to the world of advertising. In his role at Time, he has to guide the company through the nasty waters of the magazine world, somehow keeping it afloat. So when The Washington Post asked him about Time Inc.’s approach to ad dollars, he had plenty to say. Below are a couple highlights.

On the controversial spreadsheet that seemed to indicate that if a writer didn’t pen advertiser-friendly content, they were cut:

I don’t think you can say to a reporter that you should be writing stuff for the benefit of advertisers. But as an editor who’s a steward of a publication who has to go down on head count, do I have the right to choose to keep the reporter that is generating a lot of traffic… as opposed to the guy who happens to have a beat that nobody’s reading? The answer has to be yes.

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Journo Profiles and Admires Norman Pearlstine

NormPearlstineTimeIncPicOn Twitter, Washington Post reporter Thomas Heath explains that he writes ‘about how people build businesses.’ In the case of the journalist’s latest feature interview, the more apt verb might be ‘renovate.’

Heath recently sat down with Time Inc. chief content officer Norman Pearlstine (pictured) at Time magazine’s Washington D.C. offices. He follows a wink-wink quote from his interview subject with an intriguing and, given Pearlstine’s age, very accurate observation:

“I’ve been in the business a long time and seen the changes,” says Pearlstine. “I can probably take a little longer view than other people do who are worrying about how many [unique visitors] they had last month or how many page views or something.”

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Time Inc. Gears Up for Third International Edition of People Magazine

PeopleMostBeautifulIssue2014Sometimes, timing is everything.

On the heels of Germany deposing the U.S. at the top of the Anholt-GfK Nations Brand Index, it was revealed that Time Inc. has pacted with Bauer to launch a German edition of People. From the announcement:

“Time Inc. is pleased to partner with Bauer Media Group in Germany, a weekly publisher with a strong heritage,“ said Norman Pearlstine, chief content officer, Time Inc. “We expect the People Germany team in Hamburg to launch the magazine with the same passion for the brand as we have in the U.S.”

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Norman Pearlstine Opens Up

Norman Pearlstine, Time Inc.’s chief content officer, is not afraid to speak his mind. When Time began selling ads on its cover, Pearlstine brushed aside the notion that the practice was a bad thing, even though it broke ASME’s number one guideline.

In a wide-ranging interview with WWD, Pearlstine shares some more thoughts about the industry. Below are a few highlights, but be sure to read the entire piece.

On the future of Time, EW, SI and People:

You can’t just reprise the news. You have to have journalism that makes a point and you have to be in sync with your audience. When I think about Sports Illustrated, when I think about People, Entertainment Weekly, Time — all four of them have editors who are very much in touch with their readers and that’s a comfort to me.

On replacing Andy Serwer, Fortune’s longtime editor, with Alan Murray:

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Travel + Leisure Editor Nancy Novogrod to Retire

Nancy Novogrod, editor of Travel + Leisure for the past 21 years, is retiring. She is leaving Time Inc. to write a book and (of course) travel.

“With enormous talent, unbridled passion and relentless energy, Nancy has done a brilliant job elevating the leading travel magazine into the most influential multiplatform travel brand,” wrote Time Inc.’s executive VP Evelyn Webster and chief content officer Norman Pearlstine, in a note. “Under her extraordinary leadership, T+L has become the undisputed trendsetter in the travel industry.”

Novogrod will work with Time Inc’s execs to find a successor.

You can read the full memo from Webster and Pearlstine below.

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This is The End: Time Inc. Starts Selling Ads on Magazine Covers

As you know from our weekly Cover Battle feature (coming later today), FishbowlNY loves magazine covers. So we’re not exactly thrilled to learn that Time Inc. has started selling ad space on the fronts of Time and Sports Illustrated. You can go ahead and mark May 22, 2014, as the day magazine covers died.

Ad Age explains the placement of the ads:

For now the area devoted to the ads is very small: Subscribers may notice a Verizon logo in the mailing label area, next to the words ‘For Best Results Use Verizon’ and a page number for a traditional ad. Newsstand copies will print the ad by the bar code, although there won’t even be room there for the page number of the interior ad, according to a Time Inc. spokeswoman.

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Time Inc. Newsroom Staffers to Report to Business Execs

TimeLifeBuildingRockCenter_articleboxWith Time Inc. about to be spun off into its own company, some might think now is not the right moment to drastically change things. However, that’s not the case. According to The New York Times, the company is removing the traditional separation between the editorial and business sides and making newsroom staffers report to business executives.

As you might guess, the change is not sitting well with most people. Current and former staffers expressed the obvious concern — that publishers would allow advertisers to influence content. And should a staffer suggest that was happening? Trouble. “People are really concerned about reporting to the business side,” a former Time Inc. exec, told the Times. “There’s a lot of trepidation about it.”

Joe Ripp, CEO of Time Inc., said there needn’t be any worrying. He sees the change as necessary to explore new revenue opportunities.

Plus, should any disputes arise between the newsroom and business side, they’ll be settled by Norman Pearlstine, Time Inc.’s chief content officer. Suffice to say that is not a job that we’d want.

Norm Pearlstine Networks With Bonnie Fuller

LunchAtMichaelsWe’re going to file this week’s lunch in under ‘The more things change, the more they stay the same.’ Aside from a dining room full of the usual Wednesdays at Michael’s suspects, comprised of moguls (Barry Diller), media mavens (Bonnie Fuller, Connie Anne Phillips) and money men who keep the lights on all over town (Alan Patricof), I had an illuminating chat with Donald Albrecht, curator of architecture and design at the Museum of the City of New York and the editor/contributor of the new book, Gilded New York Design, Fashion and Society (The Monacelli Press). We were introduced by Dan Scheffey, who, in his past life, has handled public relations for Disney, Miramax and most recently toiled at Conde Nast. Dan is currently working on Monacelli’s fall book list and is gearing up to launch the Spring 2014 list with Ellen Rubin. When he mentioned Gilded New York to me some months ago, I immediately wanted to know more. Donald, an independent curator specializing in the decorative arts and architecture, joined us to talk about his work on both the exhibition and the book on New York’s Gilded Age of the late 19th century.

Dan Scheffey, Diane Clehane and Donald Albrecht

From left: Dan Scheffey, Diane Clehane and Donald Albrecht

By way of introduction to the period he explained, “The city’s old and new money used architecture, interior design, fashion and events — even lunch and dinners — as markers of status.” See where I’m going with this?  I thought you might.

Donald, who traded his career as an architect to focus on curating exhibitions and writing (“I found working solely in architecture really boring”), explained his love of curating exhibitions as a way of producing “visual culture.” His current exhibition (which shares the same name of the companion book) “Gilded New York” runs through the end of next year and features a stunning collection of objects that lend a window into the fascinating lives of the early swells of New York City whose great fortunes built the vast Fifth Avenue mansions during what was arguably city’s most glamorous era. Among the relics of this bygone age visitors to the museum can see: an ”Electric Light” dress by couturier Charles Frederick Worth dress once worn by Mrs. Cornelius Vanderbilt. The gown (which didn’t really light up) earned its name from the glittering crystals that illuminated the bodice (a newspaper at the time breathlessly reported it had been trimmed in diamonds), Tiffany & Co.’s Bon Bonniere, a miniature purse designed to hold bon bons or small pieces of candy to be discreetly carried so it could be enjoyed while dancing, and a swan-billed flask crafted from engraved glass and silver. The funny thing is I have no doubt any one of the artifacts would be right at home worn by Sarah Jessica Parker or carried by — dare we say it – Kanye West — at the Met Ball, no?

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Outgoing Time Inc. EIC Martha Nelson Gives Managing Editors Her Blessing

martha nelsonThere is no longer a Time Inc. editor-in-chief successor to receive the company’s symbolic, tongue-in-cheek heirloom. But that didn’t stop recently departed EIC Martha Nelson.

Per a great little item from Ad Age‘s Michael Sebastian, Nelson redirected to Time Inc. managing editors the gift of company tradition. A pair of recipients told Sebastian the framed papal memento comes with the following note:

‘This fragment comes from the ‘Pope’s Miter,’ which resided in the office of the editor in chief of Time Inc. While the miter was passed on in jest, it symbolized the earnest belief in editorial independence, truth and integrity. Now that responsibility rests in your hands.’

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Time Inc.’s New Chief Content Officer on Native Advertising and TMZ

NPearlstineAt the Media Minds breakfast discussion this morning, new Time Inc. chief content officer Norman Pearlstine had some interesting things to say about media ethics in conversation with Alex S. Jones, director of the Shorenstein Center on the Press, Politics & Public Policy at Harvard. Jones, who pressed Pearlstine on the issues of native advertising, wondered how the exec would approach these issues at his new gig.

“[Native advertising] varies from brand to brand,” said Pearlstine. “It’s not to suggest that some magazines have a higher or lower standard, but that they’re different. If you think about the customer needs of some of our lifestyle magazines, they’re quite different from the customer needs from Time or Fortune.”

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