'This Old House' Has New Multimedia Salesman

Matthew Turck Moves Over From 'Time'

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NEW YORK (AdAge.com) -- This Old House Ventures was built from the ground up as a multimedia company. The Time Warner unit -- proprietor of three TV shows, a magazine and thisoldhouse.com, along with live events, a DVD series and custom publishing -- is redecorating its own interior with a new publisher, Matthew Turck, who takes over July 10.
Matthew Turck
Matthew Turck

Mr. Turck, 43, previously the associate publisher for Time, will lead multiplatform sales efforts for the brand and replaces Dan Robertson, who left the company. This Old House Ventures, a unit of Time Inc.'s Time4Media, provides 50 million viewers and readers a month with information and insights into home improvement and restoration. Mr. Turck, who will report to Time4Media's president, Tom Beusse, answered a few of MediaWorks' questions about his new gig.

MediaWorks: How has the associate publisher job at Time prepared you for This Old House Ventures?

Matthew Turck: There are two major ways. Time is a very powerful and trusted brand, and I feel This Old House has a lot of similarities to the Time brand in that manner. I've had a lot of experience with multibrand platforms, tying them together, and This Old House has the full integration under one tight brand, and that will make it easy to work with.

MediaWorks: This Old House distributes its content as a magazine, a website and TV shows. What are the advantages of this approach for marketers?

Mr. Turck: The advantage of the integration of this brand is that it allows consumers to get information when, where and how they want it. Each medium is used to its advantage and to surround the consumer. Marketers are looking for multiplatform solutions. They, too, recognize consumers are affected differently by different mediums. At This Old House, we surround consumers with a consistent message under one trusted brand where each medium reinforces the others.

MediaWorks: What sets the brand This Old House apart from others in the home-improvement genre?

Mr. Turck: It's the authentic brand, it's the original brand and it's the trusted brand.

MediaWorks: Are there any other brand-extension concepts or changes in the works?

Mr. Turck: Once I'm more settled we'll get into that, but you can rest assured that we'll be investing in the online site to make that even more accessible to the TV viewers and the print readers.

MediaWorks: What opportunities do the different brand extensions provide for your audience and for marketers?

Mr. Turck: For the audience, it surrounds them. The consumer can be viewing the programming on TV and see something on salvaging architecture details -- like we've just done in Washington D.C. Then when they're reading that magazine, they can find do's and don'ts. Then they can go to the site and find sources in their area to execute it. By reaching in all three areas, it allows marketers or advertisers to reach them in all three areas.
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