‘Slate’ Gets a New Publisher

Online magazine recently got dedicated sales staff

Online magazine Slate recently created a dedicated sales force to capitalize on its traffic growth, and now it’s getting a new publisher to lead it. Matt Turck, the vp of sales and marketing who built up the new team, will start in the new role Sept. 10. John Alderman, the outgoing publisher, isn’t going far; he’s been appointed COO of social marketing ad sales firm SocialCode, another Washington Post Co. unit.

Before joining Slate in 2009, Turck spent 20 years at Time Inc., including stints as associate publisher of Time and publisher of This Old House.

Despite some layoffs last year, including, notably, media critic Jack Shafer, the award-winning Slate has been one of the few bright spots in the Post Co.’s newspaper division. Print ad revenue at The Washington Post newspaper tumbled 15 percent to $56.7 million in the second quarter versus the year-ago quarter and daily circulation fell 9.3 percent in the first half of the year compared with the year-ago period.

Online publishing revenue, primarily coming from washingtonpost.com and Slate, grew 8 percent to $26.3 million in the quarter, however, and Turck seems intent on accelerating that growth, hinting at plans to roll out new creative services and advertising programs soon. "Advertisers are asking for more integrated programs that connect them with readers in a more dynamic way," he said.