Hachette Filipacchi Media’s new president and CEO, Alain Lemarchand, announced a new structure for its women’s magazines as it seeks to develop new revenue streams, promote creation of content across platforms, and integrate print and digital advertising sales.
The changes are the most sweeping to date under Lemarchand, a longtime exec at Hachette’s French parent, Lagardère Active who was installed last September to succeed Jack Kliger. Lemarchand was expected to lead an aggressive push into new media, an area where the French parent supposedly felt Hachette needed to move faster.
With the March 2 announcement, Lemarchand created three brand groups, each led by a publishing executive with the title of senior vp, chief brand officer. Carol Smith will head the Elle Group, consisting of Elle magazine; Deborah Burns, the Luxury Design Group, which includes Elle Décor and Metropolitan Home; and Carlos Lamadrid, the Woman’s Day Group. Each will serve on the company’s executive committee and report to Lemarchand.
Similarly, the editors of the groups’ magazines added the title of vp, brand content, in addition to remaining editors of their respective titles. Hachette’s digital media group will retain responsibility for the company’s Web sites.
Each group also will appoint a vp, brand publisher and vp, brand development.