Steven Starr will remain CEO but his co-founders Ian Clarke and Oliver Luckett are leaving, along with several support staff, though a few are staying on in consulting roles.
Joining the staff
Additionally, three executives have joined the senior staff. Kevin Wells joins as chief operating officer; he was most recently a consultant to commercial aviation tech start-up Naverus and in 1996 helped launch an e-commerce play for Disney Online. David Armitage, who has held stints at Dentsu, Y&R and TBWA/Chiat/Day and was most recently ad director at Edmunds.com, is joining as senior VP-advertising sales, and Angela Gyetvan, a former corporate marketing executive with Four Seasons Hotels and Resorts, has come in as VP-marketing.
Revver's point of difference has been its ad-revenue-sharing model. The site accepts original material and attaches a one-frame clickable spot onto the tail of the video. It grabbed headlines for helping the creators of the "Extreme Diet Coke and Mentos Experiment" to earn $30,000 for their efforts. (Coke later tapped creators Fritz Grobe and Stephen Voltz for a sponsorship.)
Changes like this, of course, can be par for the course in many venture capital-funded operations, where the backers can reshuffle management when they believe they need fresh blood to move the business beyond its start-up stage.
Cashing in on content
And it might be just the right time. A quick check with a popular content provider who regularly posts videos with Revver said it was difficult to make too much money from Revver and that a producer would generally need to distribute videos somewhere else to really make it pay. A quick check on Revver over the last month reveals ads for Palm's Treo, Warner Bros., Turner's GameTap site and a site called Videomaker.com.
Mr. Starr is on vacation and was unavailable to talk about the changes but the company released a statement through its public relations firm, Edelman, explaining that the "personnel changes are intended to advance the company's infrastructure and bolster its marketing and advertising efforts in 2007. ... These industry veterans, who bring more than 60 years of combined experience, will build on Revver's legacy of leadership and position it for further growth in the online video market."