Todd Haskell began his new job as Hearst Magazine Digital's chief revenue officer less than a month ago, joining the publisher of magazines such as Cosmopolitan, Esquire, Elle and Good Housekeeping to manage the business side of the 28 related websites and 14 mobile properties. He previously served six years as the group VP of advertising at The New York Times.
To hear Haskell tell it, the job at Hearst is in many ways simpler than his post at the NYT. First, he says the Hearst properties' "aspirational" qualities appeal to marketers across a range of categories, particularly women. Secondly, while the NYT has notably grappled with the rise of programmatic advertising for the past year, Hearst has embraced exchanges through the private marketplace it established under Haskell's predecessor, Kristine Welker (who moved over to become publisher/CRO of Hearst's Dr. Oz magazine).
Before he left the NYT, Haskell established the company's response to exchange-based buying and he's taken some of that understanding to his new post at Hearst.
We spoke with Haskell and Mike Smith, who joined the company from Forbes Media this summer to become VP of revenue platforms at Hearst Magazines Digital.