Hearst Rejiggers Sales Force

Emphasizes Multiplatform Marketing, Digital

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NEW YORK (AdAge.com) -- In the latest bid by a publisher to answer the media-quakes shaking its foundations, Hearst Magazines has reoriented and repositioned its approach to advertisers, angling away from simple ad-page sales and toward multiplatform marketing.
Michael Clinton
Michael Clinton

Hearst joins a long list of media companies, in magazines and elsewhere, trying to deal more closely and comprehensively with advertisers. In the most recent example, over the summer Meredith Corp. created a unit called Meredith 360°, designed to better use the company's assets in an integrated and strategic way.

Hearst Integrated Media
At Hearst, ad sales reps have received training in digital sales, just in time for Hearst to take its websites in-house from their previous home on iVillage; a consultative approach to marketers has been formalized and named BrandStorm; and Jeff Hamill's corporate marketing and advertising department, which had been called the Hearst Group, was renamed Hearst Integrated Media.

"We've always been doing custom marketing across our titles as well as negotiating the corporate contracts," said Mr. Hamill, senior VP-sales and marketing. "We really wanted to communicate more accurately the real consultative creative marketing that we do and communicate that it would be multiplatform."

It also means a new way of going to the ad marketplace and working with both advertisers and agencies, said Michael Clinton, exec VP-chief marketing officer and publishing director, Hearst Magazines. "This change is both on an individual magazine level and the corporate sales and marketing level. We view all of this as an evolution because the market's evolving quickly but everybody's at a different place. But we're setting ourselves up for how we think the marketplace will operate over a period of time."
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