New Digital Team at Rodale

Rodale formed a digital team to be led by newly named associate vice president of mobile, social, and emerging media Matt Bean, who had been brand editor at Men’s Health and Women’s Health, launching more than 40 mobile apps for the publisher’s brands, reported Brad Wellen of sister blog FishbowlNY.

In his new role, Bean will be responsible for creating ideas and products involving mobile and interactive social media that connect with Rodale’s titles, reporting to chief information officer Ken Citron, according to FishbowlNY.

Mediaweek had more information on Rodale’s digital team, reporting the following promotions; Sean Nolan to VP, general manager, Rodale Digital; John McCarthy to senior VP, circulation and audience development; and Todd Leiser to senior VP, business intelligence, all reporting to president of integrated marketing and sales and chief marketing officer Gregg Michaelson. Mediaweek also reported the elevation of James Kreckler to VP, digital sales, reporting to executive VP and group publisher Mary Murcko.

Bean told Mediaweek:

We’ve always known digital was important. We’re making it a part of the company’s DNA now. We haven’t hired 20 developers like Hearst has. We’ve worked closely as a team, finding the best solution for our brands. That isn’t going to change. What is going to change is the prominent role [digital] has at the company.

I’m not interested in putting out $1.99 apps anymore. You want to maximize the number of people you reach. You also want to complement the products you have elsewhere. With 350,000 apps in the [Apple iTunes] store, it’s a risk to develop a $2 app and accomplish both of those goals.