Hachette Filipacchi-owned Cycle World Brand Group today announced a reorganization that would create a more brand-centric team.
Under the reorganization, Chief Brand Officer and SVP Larry Little promoted Executive Editor Mark Hoyer to the position of VP, brand content and editor-in-chief of Cycle World. The publication’s current editor-in-chief, David Edwards, is leaving Hachette.
National Advertising Director Paul LaBella has also been promoted to VP, brand publisher and Marketing Director Corey Eastman is now VP, brand development.
The moves are the latest in President & CEO Alain Lemarchand’s plan to reorganize the company into brands led by Chief Brand Officers. He has already implemented similar changes at Hachette’s women’s titles, shelter group and automotive pubs.
Cycle World also announced some improvements, like expanded Web site features and better paper stock.
Full release after the jump
Larry Little, SVP, Chief Brand Officer, Cycle World Brand Group, Announces Reorganization of his Management Team and Investment and Upgrades in the Magazine and Web Site
This Fully-Integrated and Brand-Centric Organization Will Improve Innovation and Engagement with Motorcycle Enthusiasts and In-Market Shoppers Across
Digital, Print, Radio, Events and Other Platforms
Newport Beach, CA, October 7, 2009 — Larry Little, SVP, Chief Brand Officer, Cycle World Brand Group, owned by Hachette Filipacchi Media U.S. (HFM U.S.), announced today the reorganization of his management team into a brand-centric structure that will maximize brand equity, integration, and strategic and revenue opportunities. Little promoted Executive Editor Mark Hoyer to Vice President, Brand Content and Editor-in-Chief, Cycle World; National Advertising Director Paul LaBella to Vice President, Brand Publisher; and Marketing Director Corey Eastman to Vice President, Brand Development. Hoyer, LaBella and Eastman will be responsible for the content creation, advertising sales and new business development of the Cycle World brand across all platforms.
David Edwards, who has served as Vice President, Editor-in-Chief, will be leaving the company.
“I want to thank David for his years of contribution to Cycle World,” said Little. “His love and knowledge about every aspect of the motorcycling sport and industry has made a substantial contribution to sustain Cycle World’s position as America’s leading motorcycle enthusiasts’ publication. I appreciate his hard work and dedication, and, on behalf of his many friends at the company, I want to wish him all the best in the future.”
The new structure of the Cycle World brand is President & CEO Alain Lemarchand’s most recent move in reorganizing the company’s assets into brand centric groups led by Chief Brand Officers (CBO). Like other CBO’s, Little has full responsibility for the Cycle World group including developing new revenue streams, setting brand and editorial content direction across platforms, and integrating print and digital advertising sales.
Lemarchand added, “Cycle World is a full fledged brand with successful extensions beyond the print magazine including digital platforms, radio and branded events. The key to continued success which the new structure supports is brand quality and investment as well as innovation across platforms. Under Larry’s leadership, all resources will be focused on common goals with more opportunity for unleashed creativity.”
Investment and Improvements in Cycle World Magazine and Web Site
Little also announced that starting with the November issue appearing on newsstands this week, consumers will begin to see and feel the first of many strategic investments in the Cycle World brand. The magazine will have improved paper stock, perfect binding, and restyled sections.
Little commented that “The cover and paper stock is heavier and glossier, and there is a fresh organization of content and more vibrant layouts that will allow for a much more dramatic use of Cycle World’s excellent photography and art direction. It’s important that we’re investing in our magazine when others are cutting back.”
He continued, “Print is the medium of maximum engagement, and the magazine’s upgrades will enhance that experience. Online is about accessing information, and the web site is going to have greater functionality for the in-market buyer. Visitors leave the web site, which they consider a trusted source, incredibly informed.”
“The expansion of our digital content is key,” noted Little. “Cycle World is a primary source of credible information for people who are buying motorcycles. That group of buyers is poised to expand with a new segment of eco-minded consumers who view the transportation opportunity motorcycles represent because of fuel costs, commute times and concerns for the environment. We are developing content targeted to their needs as well as to the enthusiast.”
The web site has an all-new, enhanced Cycle World Buyer’s Guide for 2009 and complete guides going back to 2005. The Cycle World Twitter Newsfeed (@CycleworldMag) offers motorcycle-related updates throughout the day. Also new to the site is the Cycle World Two Wheel Inspired Secondary Transportation (TWIST) Initiative, an area devoted to promoting motorcycles as a green and fun form of alternative transportation.
During this year, Lemarchand announced similar structures for HFM U.S.’s women’s titles (ELLE and Woman’s Day), the shelter group (Luxury Design Group: ELLE DECOR and Metropolitan Home) and the automotive assets (Jumpstart Automotive Group including Car and Driver and Road & Track).