This CEO Is Building the ‘Yahoo for Men’

Looking past big city interests to reach the average Joe

 

Photo: Alfred Maskeroni

 Specs

Who James Heckman

New gig CEO, founder and director of Scout

Old gig Head of global media strategy at Yahoo

Age 49

What’s your mission statement for Scout?

I don’t feel it’s an overreach to say we’re building the Yahoo for men. When I was at Yahoo, I discovered that the big-scale male demographic sites, for the most part, were not befitting of major premium brands because men tend to gravitate to the lowest common denominator when it comes to concepts.

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