Heavy.com Nabs Former Stuff Team

Jimmy Jellinek, John Lumpkin Land at Video Portal

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NEW YORK (AdAge.com) -- The old Stuff magazine team of Jimmy Jellinek and John Lumpkin is reuniting at Heavy.com, the video portal for young men, and continuing the migration of magazine professionals to the digital realm.
John Lumpkin
John Lumpkin

Mr. Jellinek was editor in chief of Stuff from 2005 to May 2006, when he was named editor in chief at Maxim, a sibling title at Dennis Publishing. Mr. Lumpkin was Stuff's publisher from 2006 until last August. That's when new ownership evicted Mr. Jellinek from Maxim -- and shut down Stuff completely.

Now Mr. Jellinek is moving from consulting for Heavy to a full-time post as VP-entertainment. And Mr. Lumpkin was named senior VP-sales strategy and partnerships.

"It is exciting to have these two innovators in the men's space, combined with the Heavy's leadership in original web-video space," said Eric Hadley, Heavy's chief marketing officer, when reached for comment today.

Upping the ante
Heavy plans to lure more celebrities into its programming by offering them a cut of the revenue from their projects, Mr. Jellinek said. "We're going to be working with a lot of big studios, from Freemantle to Reveille, trying to up the ante in terms of content," he said. "Part of my job is to create unique branded-entertainment opportunities for specific advertising clients. We're going to be baking in celebrities to create turnkey opportunities for particular programming."

The duo's move continues a steady stream of magazine talent into digital media, a migration that includes pros such as Jack Haire, Eileen Naughton, Andy Morris, Mark Golin and Michael Caruso. Stephen Colvin, the former president-CEO of Dennis Publishing, recently was named exec VP at CNET Networks.

"My currency is my nearly 10 years' experience with the young men's market," said Mr. Lumpkin, who previously worked online for Playboy -- during both boom and bust years. "It was more important to me to stay at the forefront of that market than to just stay in magazines."
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