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Conde Nast CEO Chuck Townsend Explains the Latest Re-Org: Interview, Memo

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Conde Nast CEO Chuck Townsend Explains the Latest Re-Org: Interview, Memo Industry Moves Conde Nast CEO Chuck Townsend Explains The Latest Re-Org: Interview, Memo Staci D. Kramer @sdkstl Oct 26, 2010 5:56 PM ET he Conde Nast re- and chief revenue officer of CND, moves to EVP, chief inte- org that has been gration officer, for CNMG, where he will be the lead liason Thovering for weeks between the brands and CNMG. Josh Stinchcomb, publisher has finally landed, with of the Internet Sales Group, shifts to VP-Digital Sales for digital responsibility for Conde Nast. Townsend: “I can’t overemphasize that today’s brands going to the pu- announcement is a left turn in the road for us. We will have a blishers, Conde Nast Di- go-to-market strategy that puts all of our assets on the table. ... gital converted to an emer- the Conde Nast Media Group is now representing everything ging businesses group and that we do seamlessly and they haven’t been able to before.” ad sales rolled up into Conde Nast Media. In an —The brands will add digital sales and marketing to digi- interview with paidContent, CEO Chuck Townsend explai- tal content management. Each will have to produce the same ned the results of an executive chain reaction that started in kind of seamless opportunities but across the brand—eve- July with the promotion of Bob Sauerberg to president and rything from print and digital to events and custom, all in one has upended one of the longest runs for a separate digital stra- stop. Publishers and editors are co-brand managers, Town- tegy. (His memo to the staff about the changes is below.) First send explains, responsible for the growth strategies for their order of business: stress that unlike the magazine publisher’s brands. “It’s not top down anymore; it’s bottom up.” last major re-org in response to the recession, this one is not about cost or staff reduction. —Conde Nast Digital, still headed by Sarah Chubb, will operate emerging businesses, including the standalone sites “This is not driven by the economy. It’s not driven by ex- with magazine brands (Wired.com, Brides.com), acquisi- pense management. It’s not driven by cost management. This tions (Ars Technica, Reddit), Epicurious, Concierge, and new is driven by the market,” Townsend said. “It’s about ma- Gourmet Live. “Conde Nast digital will really focus on two king a move at the right point in time to consolidate digital things: 1) operating businesses that are truly in development seamlessly into our businesses, whether it be approaching the and 2) being our corporate development arm. It’s very, very consumer, approaching clients and advertisers or approaching important initiative of ours. We know that acquiring and ven- the way we operate our business with technology as an un- turing and partnering the digital space is a critical part of our derpinning. This is acknowledging that digital technology future.” Townsend dismissed the notion that Chubb is losing is front and center in our business, part of everything we power with this change. “She’s certainly not losing responsi- do—not off to the side.” That changes a 15-year-old stra- bility. She’s a key, key player. ... She’s the top digital execu- tegy of doing the latter, even after CND became a corporate tive in the corporation.” He said choosing to operate the print division in 2005, he said. and digital together as one brand is more of a philosophical change, not a “plus or minus” for anyone. Chubb reports to Here’s how the exec changes break down: Sauerberg. print joli —Conde Nast Media Group, headed by CMO Lou Cona, For Townsend, these moves confirm the course he set in July rolls up all sales and marketing at the corporate level with with Sauerberg’s appointment: “We’ve broken down the Cona reporting to Townsend. Drew Schutte, currently SVP walls between various divisions.” Printed with http://cnt.to/mG7 Copyright ContentNext Media Inc. 2002—2010 Oct 26, 2010 5:56 PM ET Industry Moves ——————————————————— · The Condé Nast Media Group, under the direction of Lou From: Townsend, Chuck Cona, our Chief Marketing Officer, will become an integra- Sent: Tuesday, October 26, 2010 4:05 PM ted, multi-platform, multi-brand sales and marketing powe- To: Conde Nast - All rhouse. Our clients expect us to lead the way with a seamless, Subject: Business Update – Strategic Realignment go-to-market strategy and we are fulfilling that promise. Drew Schutte is being named EVP, Chief Integration Officer In July, we announced a strategic refocus of our Company and of CNMG. In this newly created role, Drew will serve as identified three clear priorities to ensure our future growth the primary liaison between the CN brand publishers and the and success: a consumer-centric business model, a holistic CNMG. He will oversee all pricing, planning and creative brand management approach and the establishment of a mul- marketing in support of the integration of our print and digi- ti-platform, integrated sales and marketing organization. tal, single-site brands. Josh Stinchcomb has been appointed VP, Digital Sales of CNMG. As we integrate digital sales, Today, we made a significant step toward accomplishing our Josh will work in tandem with Tom Hartman to transform the goals by setting in motion a structural realignment of the or- group. ganization, and I wanted to take this opportunity to share my thoughts on the importance of our mission. These changes are certain to stimulate higher levels of growth and encourage innovation in all that we do – but perhaps most · Our commitment to consumer centricity is evident in the importantly, they will ensure the brightest future for Condé talent we have assembled in the short time since Bob Sauer- Nast. berg became President. We have named Joe Simon as our new Chief Technology Officer – combining all of our techno- I look forward to working with all of you to realize our grea- logy capabilities under his leadership. We appointed Monica test potential. Ray, EVP, Consumer Marketing, to spearhead our consumer- driven strategies in both print and digital, and tapped Julie Michalowski, SVP, Consumer Business Development, to lead our efforts in licensing and the expansion of product offe- Related rings. As technology continues to facilitate greater connecti- vity with our consumers, Sarah Chubb and Debi Chirichella Time Inc’s Paid Content Head Monica Ray Moves will be instrumental to this effort as we work to ensure that To Condé Nast our digital capabilities are seamlessly integrated into all that Condé Nast Taps Viacom Vet Simon for CTO Post we do. Sarah Chubb, President of Condé Nast Digital, will be responsible for developing and implementing the corpo- Monday’s ‘Day One’ For Bob Sauerberg As Presi- rate digital growth strategy. She will continue to oversee dent Of New Conde Nast content and operations for our emerging digital businesses, such as Wired.com, Brides.com, Epicurious, Concierge, Ars Technica, Reddit, Gourmet Live, and expand our portfolio via the acquisition or start-up of other digital businesses. Debi Chirichella, COO, Condé Nast Digital, assumes the lead for all digital finance and operations – handling P&L manage- ment for websites and digital products. This includes finan- cial planning, investment approval to maximize ROI, and me- trics-based tracking and measurement. (Debi also continues in her role as COO, Fairchild Fashion Group.) · To optimize brand revenue growth, we will shift responsi- bility for single-site, digital sales and marketing to the brand level. Publishers can now fully leverage their offerings across all platforms. Next month, we will begin newly established print brand management meetings where the publishers and editors joli jointly discuss the growth strategies for their brands. Printed with Copyright ContentNext Media Inc. 2002—2010.
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