Bonnie Fuller's celebrity news site HollywoodLife.com has named magazine veteran Carlos Lamadrid exec VP and its first publisher.
Mr. Lamadrid was VP-publisher at Jane from 2005 to 2007, the years after founder Jane Pratt had departed. He subsequently led Woman's Day, most recently as chief brand officer, from 2007 until this summer, when Hearst bought the magazine as part of a larger deal.
Now as Mr. Lamadrid switches from print to digital, he argues that many readers are doing the same.
"When I was publisher at Jane, we struggled with our audience," Mr. Lamadrid said. "That young audience was moving away from print and moving to digital. I've been watching what Bonnie was doing here and saw an opportunity for growth and change."
"Most of my career has obviously been spent in print, but I have been involved in selling digital and actually ran WomansDay.com for the last several years," he added. "In addition to that , my background and relationships in categories such as beauty, fashion, luxury and automotive all work well for HollywoodLife. And I've worked at magazines that cater to this specific audience, at Jane and Allure specifically, young women 18 to 34. I believe much of that audience is migrating to digital."
HollywoodLife.com hasn't had its own publisher before now, relying instead on shared services from its parent company Penske Media, which also owns Nikki Finke's Deadline.com, BGR.com and TVLine.com. "I really felt that it was time that we had our own head of revenue building," said Ms. Fuller, who was named president and editor in chief at HollywoodLife in 2009. She previously edited magazines including Us Weekly, Glamour and Cosmopolitan.
HollywoodLife.com now attracts 5 million visitors each month, Mr. Lamadrid said, citing internal measures. "You have to have that 5 million unique visitors to sell advertising," he said. "Bonnie has 5 million uniques. You can now service enough advertising to build a business."
By another measure, ComScore, the site attracted 1.6 million unique visitors in October, up 3.9% from October 2010.
"This generation has been a digitally raised, digitally connected audience," Ms. Fuller said. "My audience wakes up in the morning and looks at HollywoodLife.com. They're not getting out of bed and looking at a magazine or even in some cases turning on the TV."