Time Inc. Names New President of Brands, CCO to Drive ‘Historic Transformation’

Rich Battista and Alan Murray are promoted

Rich Battista's rise at Time Inc. continues. Fifteen months after joining the company, CEO Joe Ripp has named him evp of Time Inc. and president of brands, overseeing all of the company's storied titles. 

Battista joined Time in April 2015 as president of People and Entertainment Weekly.

Ripp also announced that Alan Murray would be taking over as chief content officer from Norm Pearlstine, who will stay on as vice chairman, focusing on international growth

Murray's rise through the Time Inc. ranks was nearly as fast as Battista's. He came on to oversee Fortune magazine in 2014 after a brief stint at the Pew Research Center, which followed 10 years at The Wall Street Journal.

Murray will report to Battista on business and editorial issues, and to CEO Joe Ripp "on matters of editorial independence and journalistic integrity," Ripp wrote in a note to staffers, obtained by Adweek.

Pearlstine, who was editor in chief of Time Inc. from 1994 to 2005, returned to the company in 2013 as CCO.

In addition to the editorial restructuring, Ripp announced a host of changes as the 94-year-old company continues to evolve in the digital age—a "historic transformation," Ripp called it.

Ripp announced the creation of a dedicated digital sales team "to provide digital-first clients with scale solutions." The company will also create "clusters" for Time Inc.'s brand sales. "Our powerful brands are the cornerstone of our go-to-market strategy," he says.

All of Time Inc.'s U.S. brands will now report to Battista. As a result, after nearly 20 years at the company, evp Evelyn Webster will be leaving.

Here is Ripp's memo to staff.

One Time Inc.—Next Steps

Team,

Today we are announcing important steps that are expected to drive our historic transformation—a transformation that began with our spin-off from Time Warner two years ago.

Today's announcements are about positioning ourselves for long-term growth. A new structure will allow the organization to unlock and scale innovation while unifying processes and advertising opportunities critical to our future. Our Product, Editorial and Ad Sales leaders will be able to more efficiently work across all brands as One Time Inc. and more easily provide creative solutions to marketers. I am confident that our new structure will enable us to benefit from many new, extraordinary opportunities ahead.

The changes we are announcing today affect three broad groups: Advertising Sales, Editorial and Brand Development.

Advertising Sales—Effective immediately, Time Inc.'s US advertising sales organization will report to Mark Ford, Chief Revenue Officer Global Advertising. The new sales structure will be configured to serve the advertising market in three distinct ways:

• Category Sales—We are extending our category approach to include all of our largest partners. This change will make it easier for our clients to buy across our portfolio, and we will provide them with 360-degree solutions (e.g., native, targeting, live media).

• Brand Sales—Our powerful brands are the cornerstone of our go-to-market strategy. We are creating clusters to efficiently serve endemic/brand advertisers with premium content solutions.

• Digital—We are establishing dedicated digital sales teams to provide digital-first clients with scale solutions. They will provide digital expertise and support to Category and Brand Sales.

Time Inc.'s US sales planning, sales marketing and development teams, which previously supported corporate and brand sales, will also move into Mark Ford's organization.

Time Inc.'s creative studio, The Foundry, will now be led by Jen Wong, President of Time Inc. Digital. Increasingly, CMOs want to speak to their customers in the same way that Time Inc. talks to its audiences. The Foundry, our state-of-the-art creative lab and content studio in Brooklyn's Industry City, brings the full potential of Time Inc.'s storytelling expertise, editorial know-how and creative spirit to help brands tackle their most demanding marketing challenges. We believe branded content and native advertising solutions present a large-scale opportunity for Time Inc.