Time Inc. Vet to Lead National Geographic's Ad Sales

Brendan Ripp Lands New Role Overseeing Brand Revenue for the Company

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Brendan Ripp.
Brendan Ripp. Credit: Fox Networks Group
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Just over a year since Fox Networks Group took control of National Geographic's media assets, the company has tapped a Time Inc. veteran to lead the division's ad sales.

Brendan Ripp will join the company as exec VP-sales and partnerships, National Geographic, effective Nov. 1. In the newly created role, Mr. Ripp will be responsible for leading brand revenue across all platforms, including National Geographic Channels, digital, social, mobile and print. He will also manage the National Geographic advertising sales and client solutions teams.

Mr. Ripp, the son of former Time Inc. CEO Joseph Ripp, will report to Danielle Maged, exec VP-global partnerships, Fox Networks Group.

"Brendan is a proven industry leader who will dramatically expand our advertising and partnership businesses as we accelerate the growth and transformation of National Geographic," Declan Moore, CEO, National Geographic Partners, said in a statement. "As we build on our leadership role as the world's premium science, exploration and adventure brand, Brendan will play a primary role in connecting brand partners with our large, growing global audience and our world-class storytellers."

In September 2015, National Geographic Society and 21st Century Fox agreed to create a for-profit venture that includes the National Geographic Channels, the magazine and other media assets. As part of the deal, valued at $725 million, Fox took 73% of the venture.

Since November 2015, when Fox closed the deal for Nat Geo's commercial assets, Ms. Maged has been leading National Geographic sales and partnerships.

This spring, National Geographic Channels announced it would reduce its ad load by more than 25% in its new series and specials, with feature documentaries airing commercial-free. The move coincides with a broader strategy on the part of Fox Networks Group to reduce ad loads and clean up the TV ad model.

Mr. Ripp joins National Geographic from Time Inc., where he served as president of technology, telecommunications and financial verticals, leading all sales efforts in the tech and telecom categories. Previously, he was group publisher of the Sports Illustrated Group, where he led the development of nearly two dozen brand extensions, including a film production unit, a college sports vertical, and SI Overtime, a branded content studio.

Brendan Ripp's father, Joseph Ripp, stepped down as CEO of Time Inc. in September and was replaced by a former Fox executive Rich Battista.