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Posts Tagged ‘Troy Young’

Lee Sosin Joins Hearst Magazines

Lee Sosin has been named Hearst Magazines Digital Media’s senior vice president. HMDM is comprised of 18 Hearst Magazines websites.

Sosin was most recently vice president, strategic solutions at Yahoo. Prior to that — from 2006 to 2011 — he served as director of development and then vice president of Time Inc. Studios.

“Enhancing our ability to execute deep digital content experiences together with our customers is the next step in our evolution,” said Troy Young, HMDM’s president, in a statement. “Lee has the creativity, talent and experience to create branded content that entertains our audience, delivers marketing results and builds our brands.”

Sosin begins June 9. He’ll report to Young.

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Todd Haskell Joins Hearst Magazines

Todd Haskell is leaving The New York Times for Hearst Magazines, where he’ll serve as senior vice president, chief revenue officer of Hearst Magazines Digital Media. Haskell had been with the Times since 2004, most recently serving as group VP of advertising for NYTimes.com.

“Creating sophisticated digital campaigns for our clients is more complex, technical and consultative than ever before, and collaboration across teams is essential,” said Troy Young, president, Hearst Magazines Digital Media, in a statement. “I’m looking forward to partnering with Todd as we continue to evolve our portfolio and develop elegant solutions that resonate with users and drive business for marketers.”

Haskell begins at Hearst on September 3. He’ll report to Michael Clinton, president, marketing and publishing director of Hearst Magazines.

Mike Smith Leaves Forbes for Hearst Magazines

Mike Smith is joining Hearst Magazines Digital Media — a division of Hearst Magazines — as vice president, revenue platforms and operations, a new role at the company.

Smith joins Hearst from Forbes, where he had been since 2000. Smith most recently served as president of Forbes.com and chief digital officer of Forbes Media.

In related news, Mike Dushane — most recently VP of product development for CarandDriver.com — has been promoted to VP, product development at Hearst Magazines Digital Media.

“These are enormously talented digital veterans who will reshape how we work,” said Troy Young, president of the Hearst division, in a statement. “We’re redefining the way we look at technology, content development and operations and adopting a more collaborative approach.”

Hearst Launches Native Ad Program

Hearst Magazines is getting into the native advertising game. The company is launching five new ad units that will let companies push their products across all of Hearst’s digital platforms, including video, mobile, websites, and even social networks.

As with any native ad program, it’s highly likely that Hearst editorial staff will now be asked to create copy for this program. They’re surely not going to be happy about it, but sponsored content is the wave of the future, as Troy Young, president of Hearst Magazines Digital Media, recently explained.

Staffers are going to have to live with this new reality. They’re going to have to get used to writing things they consider beneath them, like “15 Things You Didn’t Know About 15 Captains, Commanders And Conquerors,” sponsored by Captain Morgan. Sadly, that is a real article.

Hearst’s Troy Young is a Fan of Native Advertising

Troy Young, who was just named president of Hearst Magazines Digital Media, a new role at Hearst, is a fan of native advertising. In an interview with Ad Age, he said that every publisher was going to have to incorporate native ads in the future, and the main obstacle is making them appealing to readers:

There’s a lot to come on the native side, and I’m glad the market is rallying around the idea, but really it’s a natural evolution of doing a couple of things: Making the advertising fit more elegantly in the content experience, and making it more interesting and removing the friction from consuming it, which was always the problem with legacy advertising experience.

Now it’s about putting something back in for the user. Give them value or you’re dead. It’s a natural evolution. I think it’s all good and every publishing company is going to have to deal with it.

We’ve never read a native ad or a sponsored post. We honestly can’t see a time when we will. However, publishers have to make money, so they might as well try to make them interesting. To quote Seinfeld, good luck with all that.

Check out the full interview with Young here.

Troy Young Named President of Hearst Magazines Digital Media

Troy Young has been named president of Hearst Magazines Digital Media, a new role at the company. At Hearst, Young will be responsible for all Hearst Magazines online brands. For those digital properties, he’ll be tasked with increasing revenue and developing strategies and content. Young comes to the company from Say Media, where he served as president.

“Pure-play digital companies and agencies move at warp speed, and Troy has been an integral part of that landscape since its inception,” said Hearst Magazines president, David Carey. “He’s incredibly strategic and will bring the pulse of a startup to our world-class brands, focusing on content quality, velocity and accessibility on all platforms, as well as developing our video storytelling and creating new revenue streams.”

Young’s appointment is effective May 13.

[Image: Flickr/Say Media]