Mediaweek‘s Lucia Moses had the exclusive today that Brandon Holley, former EIC of Jane magazine, “has been quietly working at Yahoo as executive producer, Yahoo Lifestyles, a new position at the company.”
Holley will oversee food, health, astrology, tech and green coverage, with more to be announced soon. PRNewser caught up with Lucia via phone today to get her take on the move and the contuing shift to digital content.
Why do you think Holley went to Yahoo?
For somebody who spent their life in print, clearly the hours and time spent are moving online. If you’ve been the EIC of a magazine, which these days includes having a web counterpart, you want to be where the eyeballs are going. Especially if you are somebody who has been in the space of magazines that reach younger readers, you know that is were your readers are spending oodles of time. You have the opportunity to do something in a fast growing space.
You can always do another magazine. This is chance to jump where the action is. These huge portals need people who know content.
Maybe that’s why I’m a PR blogger for mediabistro?[Laughter]
In today’s article, you said, “Her hire is part of an ongoing effort by Yahoo to grow its editorial content offerings by acquiring them from various outside sources.” What are some other examples of this?
There have been a number of moves. I don’t know if the pace is anything different from 5 or 10 years ago. We have noticed a number that have jumped from print to online. Sometimes they were pushed because the magazine folded, sometimes they just made the jump. That is a more viable option for talented editors. Online offers more energy, more fast pace. It’s more exciting and optimistic than being at a print magazine these days.
What about the BusinessWeek layoffs, have you heard anything from those laid off or those still at the publication?
Well I think it’s part of the ongoing struggle, that business magazines face. It’s not that interest in business reporting is going away. But these mainstay business titles have had a tough time attracting and keeping advertisers. There are more places to get news, and more competition for readers and advertisers. They’ve had to shrink a bit more, but their challenges aren’t unique.
Nick Denton recently recruited new editors at Gawker, but wasn’t happy with the search results. What do you make of him becoming editor of Gawker?
I think it’ll be interesting to see how this model evolves and how he takes it to next level. It’s encouraging while more traditional sources of news may be contracting, the appetite for news isn’t going away. I hope there is still plenty of demand and funding for good original reporting. I don’t know what kind of stuff he’s going to have his new reporters do. But it’ll be interesting to see what he does.
Lucia Moses is a Senior Editor for Mediaweek and covers the magazine industry. You can read her most recent article here.