Struggling to find its footing amid an industry-wide print crisis, Conde Nast recently shed an estimated 400 staffers. The fallout has naturally had an impact on the digital side as well. Now, the company is reorganizing its digital sales force into five groups. Under the new structure, which will still be headed by SVP/Chief Revenue Officer Drew Schutte, three ad directors will report to the newly named publisher, Josh Stinchcomb. Each of Condé Nast Digital’s 26 online brands will now fall into one of the five categories, which are fashion and beauty; food, well-being and travel; bridal; technology; and culture and thought leader. In addition, Alice McKown has been named executive director of marketing, enabling marketing to provide better service to the same five categories.
The rearrangement reflects the differences between selling print and digital, one Condé Nast exec told paidContent. In the print days, when jobs were less fluid, the relationships between sellers and buyers, as well as brands and titles, were fairly stable. But with all the movement and shifts involved in selling digital, the publisher felt it made more sense to provide five basic categories where advertisers and buyers can easily identify. Plus, with the layoffs on the publishing and ad agency sides in general, the relationships and names are constantly in flux.
Both Stinchcomb and McKown are Condé Nast vets. Stinchcomb was previously the executive director of the Condé Nast Digital Business Group, where he oversaw sales and marketing for Wired.com, Ars Technica, Newyorker.com, Reddit, and Golfdigest.com. Stinchcomb has been with Wired since 1996.
McKown was the executive director of integrated services for Condé Nast Digital. She was charged with managing the collaboration between the magazines and digital brands, and also worked on marketing plans for the integrated brands