Summary:

Right as the debate about the future of newsweeklies is at its loudest — with Newsweek being for sale — Time (NYSE: TWX) magazine has fill…

Time Mag Cover May 10, 2010

Right as the debate about the future of newsweeklies is at its loudest — with Newsweek being for sale — Time (NYSE: TWX) magazine has filled up its vacant publisher position: it has promoted Brendan Ripp, till now the VP of ad sales, as the new publisher of the magazine. He will also be overseeing digital ad sales for Time.com and Life.com. This marks the completion of the formal integration of its print and online business sides, it says. Earlier last week, when the news of Newsweek’s potential sale came out, Time mag was quick to react saying that it has a profitable year last year, and would have an even more profitable bottomline this year. This new appointment is probably intended to send that message in no uncertain terms, though the writing is on the wall, clearly.

The full memo about his appointment after the jump.

The full memo sent out earlier today about the appointment, by Mark Ford, president of Time Inc’s news group:

“I am delighted to announce the promotion of Brendan Ripp to Publisher of TIME. In addition to his current responsibilities overseeing ad sales for TIME magazine, Brendan will add digital ad sales for TIME.com and LIFE.com to his portfolio.

Building on the successes of the recent iPad app launch and the debut of TIME’s Health Check-Up franchise, the formal integration of print and digital ad sales will help our combined sales force respond faster and better to the changing print, digital, mobile and event needs of our clients; and will help TIME maintain our strong leadership position in the category.

Since Brendan assumed his previous VP Sales role last year, TIME’s share of market has increased while growing both the Person of the Year and TIME 100 annuity programs.

The TIME.com sales team has done a terrific job building a profitable and robust franchise. TIME.com had 9.8 million visitors last month. And in the one year since the launch of LIFE.com, the site has reached 3.4 million uniques, launched a successful mobile app with nearly 200,000 downloads and has a new ecommerce partner to be announced shortly.

I believe Brendan’s new role and the closer collaboration between print and digital will help take all of our ad sales efforts to even greater heights.

MF”

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