Fatherly Installs Michael Wertheim as Company’s First COO

Along with a new audience development director, two editors and trio of video producers

We wrote in March about the arrival of Andrew Burmon as editor in chief of parenting website Fatherly. Since that time, the company has continued to grow, by leaps and toddler bounds.

This week, Michael Wertheim (pictured) joined as Fatherly’s first-ever COO. Wertheim has enjoyed a solid media career, starting out with Time magazine, serving subsequently as general manager of ew.com and moving on eventually to high-profile consulting. He has been tasked with accelerating the growth of Fatherly’s audience, technology and product offerings.

“Michael has been consulting with us, as well as two dozen other companies, for quite some time now, so we know we’re incredibly fortunate to have him,” explains Fatherly CEO Mike Rothman via statement to Fishbowl. “If you look at every great media company out there, chances are, Michael has played a role in their growth. As we continue to scale and staff up across each department, there is no one I trust more than Michael for this role.”

Adds Wertheim: “I’ve been consulting with [co-founders] Mike and Simon [Isaacs] before they even launched [in April 2015]. I really believe in this company so I’m excited to come on full-time to focus my energies on scaling the business. Fatherly will become the leading parenting site. Quite simply, it could redefine parenting.”

Helping Wertheim as Fatherly moves forward is a new associate audience development director. Merin Pasternak started May 22 and was previously with NBC News.

As we all know, for parenting content and otherwise, it’s all tending towards video. To help fill those pages, Fatherly has also in the past few months welcomed three new video producers. Coming over from Slate in April to serve as editorial video director was Jessamine Molli, followed in May by both senior producer Stephen MacDonald, previously with Vice, and branded video producer Brandon Lavoie, formerly of The Guardian. (Yes, in this case Brandon is perfectly named.)

Finally, Fatherly has bolstered the written-word ranks with a pair of highly qualified editors. Joshua David Stein, editor at large, is a father to Achilles and Augustus as well as the author of 2016 food-focused children’s book Can I Eat That? He has previously contributed to various outlets. Meanwhile, incoming science editor Rabbi Josh Krisch has written for The New York Times, Scientific American, Popular Mechanics and more. A rep tells us that after the birth of his son Menachem, he was saddened by the lack of reliable, scientific-based reporting for parents. That is his Fatherly mandate: to help fill the gap.

For the most recent month, Fatherly’s unique-visitors count was just under three million. Congrats to all.