In its second major digital hire of late, Hearst Magazines has hired Todd Haskell from The New York Times as svp and chief digital revenue officer.
Haskell will be responsible for driving sales and revenue for Hearst Magazines Digital Media’s 24 sites, including Cosmopolitan.com, Esquire.com and Elle.com. He fills the role most recently held by Kristine Welker, who has been named vp, publisher and chief revenue officer of Hearst’s planned magazine launch in collaboration with TV’s Dr. Oz. He’ll start Sept. 3 and report to Michael Clinton, president, marketing and publishing director at Hearst.
With publishers facing enormous downward pressure on digital ad rates, Hearst has been exploring new forms of ads including native that can command premium ad rates. As group vp of advertising for The New York Times, Haskell, 44, helped shake off the venerable brand’s dusty image by pushing new digital capabilities. Haskell was key to the founding of the Times’ Idea Lab, a group that cooks up customized ad campaigns based on successful editorial features, the Times’ answer to native advertising.
“Hearst Magazines Digital Media is in growth mode, and Todd’s leadership and expertise in digital advertising, publishing and business development will continue the forward momentum,” Clinton said in an announcement. “Working closely with HMDM content and product groups, Todd and his team will help marketers build effective multiplatform experiences to engage their consumers in exciting new ways.”
Before joining the Times in 2004, Haskell worked for 10 years in various roles at Meredith Corp. The Times hasn’t immediately named a replacement for him.
Haskell is expected to work closely with another recent digital hire. In May, Hearst named Say Media vet Troy Young as president of Digital Media, a new position overseeing content, revenue production and development strategies for the company’s websites.