CondeNet Positions to Better Compete With Ad Networks

Reorganizes Sales Staff to Sell Across Sites, Titles

By Published on .

NEW YORK (AdAge.com) -- The Conde Nast unit CondeNet is reorganizing its sales teams in a bid to better compete against the web's sprawling ad networks. Sales staff had been divided up at groupings of properties including Style.com, Epicurious and magazine sites, but now will organize around content categories and sell across all properties.
Dee Salomon
Dee Salomon

Online ad networks are multiplying rapidly as publishers try to answer demand for quality audiences in large quantities. Players large and small include Glam; Travel Ad Network; Martha's Circle from Martha Stewart Living Omnimedia; and Jumpstart Automotive Media, which was acquired by Hachette Filipacchi Media U.S. last year partly to expand the capabilities of Hachette titles such as Road & Track.

Outliving their purpose
"This is an environment where often times our sites are evaluated next to ad networks," said Dee Salomon, senior VP-sales and marketing at CondeNet, which comprises 28 sites. "To have this scale as well as the differentiating factor of this very specific, desirable audience is a great selling position for us."

Separate sales forces had also outlived their chief purpose establishing CondeNet's brands in the marketplace, Ms. Salomon said. Epicurious drew nearly 1.9 million unique visitors in June and as many as 2.3 million in February, according to ComScore Media Metrix. Concierge received 622,000 visitors in June, Style.com got 413,000 and Men.Style.com drew 331,000. Under the new arrangement, advertisers will be able to buy across sites according to their needs through a single CondeNet contact.

Grenier to integration chief
To that end, Christine DeMaio, VP-publisher of Epicurious and Concierge, has been named VP-group publisher, reporting to Ms. Salomon. Jennifer Moccia, who had been publisher of Style.com and Men.Style.com, is joining Richard Beckman's corporate sales group at Conde Nast as executive luxury director.

In a separate move, CondeNet has named VP Jane Grenier to the newly created position of VP for magazine integration, a post intended to coordinate online sales efforts at individual magazines with the sales efforts at Conde Net.

Conde Net said its revenue for the first half of the year came in 10% higher than in first-half 2007, even with January's decision to reposition Flip as an application instead of a destination site.
In this article:
Most Popular