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PUBLISHERS BEEF UP GROUP SALES;JOHNSTON, GLASCOTT NAMED TO HEAD CORP. MARKETING AT CONDE, HEARST

By Published on .

Hearst Magazines and Conde Nast Publications anointed new corporate marketing heads last week, intensifying their battle for a bigger share of major marketers' ad budgets.

Michael Clinton, senior VP-corporate sales and marketing at Conde Nast, was boosted to corporate exec VP. He succeeds Joe Fuchs, 65, retiring after 38 years with the publisher. Catherine Viscardi Johnston, 43, was promoted to succeed Mr. Clinton at the corporate sales group, from publisher of Conde Nast's Mademoiselle.

GLASCOTT CLIMBS AT HEARST

Hearst named John W. Glascott, a partner at Meigher Communications and publisher of Smart Health, as senior VP-corporate sales and marketing. He replaces Mark Goldschmidt, who moves to senior VP-advertising and marketing for Hearst Magazines International, a new position.

"We need to be more aggressive and pro-active," said Cathleen Black, president of Hearst Magazines, in explaining the push for more value-added marketing programs from the corporate sales division. "We need to listen to our advertisers' needs."

Agency executives said the Hearst move may have more of a long-term strategic impact on its ad dealings. Before Meigher, Mr. Glascott spent 12 years with Whittle Communications.

"Anyone who has spent 12 years at Whittle is a master of consultative selling," said Ms. Black.

TAKE-CHARGE POSITIONS

At both privately held publishing houses, the goal of the newly appointed corporate executives is to take charge of everything from multi-title ad-package negotiations to merchandising promotions and other valued-added programs.

"The difference is that Hearst has new management that is reshaping the organization, while at Conde Nast it is more a matter of managing normal corporate succession," said Ellen Oppenheim, senior VP-media director at FCB/Leber Katz Partners, New York.

Ms. Black said down the road she would like to build cross-media deals with other parts of the Hearst empire, including newspapers and cable and broadcast TV.

Corporate marketing programs play an increasingly significant role at Conde Nast, in part because of its position that it does not negotiate published ad rates.

"My perception is that [Conde Nast] uses corporate marketing as a tool to provide programs that justify the rates they want to charge," said Ms. Oppenheim.

But Conde Nast President-CEO Stephen T. Florio called corporate marketing a "very important function," noting: "We've used it in the past to put together programs for General Motors, Procter & Gamble and other large accounts."

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