PLAYER PROFILE JAMISON SAYS LIFESTYLE FITS 'REDBOOK' PUBLISHER POST: FORMER GRUNER & JAHR EXECUTIVE REFLECTS READER'S DEMOGRAPHICS AT HEARST BOOK

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An unexpected shakeup at Hearst Magazines last week installed Jayne Jamison in a job-publisher of Redbook-she feels is a perfect fit with her lifestyle.

Ms. Jamison joins Hearst from group publisher at Gruner & Jahr USA Publishing, where she oversaw Parents and Child. At Redbook, she succeeds Hearst veteran T.R. "Rocky" Shepard III, named to the new post of VP-network sales for Hearst's online HomeArts Network.

Cathleen Black, president of Hearst Magazines, said the move did not reflect weakness at Redbook-which has seen an uptick in ad pages this year-or dissatisfaction with Mr. Shepard's performance.

REDBOOK' IN GOOD SHAPE

"Redbook's in very good shape but we want to be able to sell advertising on even higher levels for HomeArts, and Rocky's experience at Redbook, Cosmopolitan and Country Living made him a very good candidate," Ms. Black said.

Ms. Jamison said she's well-suited to be publisher of the 2.9 million-circulation women's service monthly since she fits the profile of the magazine's core reader. The 40-year-old publisher is married and the mother of two young children, ages 5 and 9.

"You have to sell something that you're passionate about," Ms. Jamison said. "Redbook clearly fits my personal lifestyle, so I think it'll be easy for me to translate that and incorporate it into our marketing for the magazine."

A HIGH-ENERGY PERSON

Agreed Ms. Black: "The thing that impressed me the most about Jayne is that she . . . is a high energy, very strategic and very focused person, and she is the Redbook reader. She's a young mom and can articulate what the magazine is all about."

Redbook's ad pages reached 643 in the first seven months of the year, a 6.8% increase over the same period in 1996, according to Publishers Information Bureau. Ms. Jamison sees room for growth in several key categories, including automotive, technology, food and drugs.

"I want to clarify for the ad community what Redbook is, and I think it's clearly a lifestyle magazine," said Ms. Jamison. "I'll be able to build on the momentum that Redbook has had this year already."

Ms. Jamison began her career as a media planner at Elkman Advertising in Philadelphia. She quickly realized she needed to move to New York to pursue a career in advertising, and landed a job at Grey Advertising in 1978.

OINED 'YM' IN '82

After a year and a half at Grey, she moved to the then-N.W. Ayer as a senior media planner. In 1982, she switched to the sales side of the business, joining Gruner & Jahr's YM as an account manager.

"I didn't feel media planning was well-suited for my personality," Ms. Jamison said. "I had a fabulous experience at YM and recognized this was the career for me."

After three years at YM, she became an account manager at Family Circle. She also worked at McCall's and Child before being named ad director of American Health in 1991 and publisher the following year.

In August 1994, she joined Gruner & Jahr, which had just acquired The New York Times Magazine Group, as publisher of Child. Six months later, she was promoted

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