Todd Anderman, the digital content head of U.S. publisher Hachette Filipacchi Media, has been named the new chief media and revenue officer for mobile advertising company Jumptap. For Jumptap, this appointment – in a newly created role – is another sign of how keen mobile media companies are to step up their game and engage more deeply with traditional media as they become more involved in mobile. For Hachette, losing Anderman is the latest in a series of executive departures.
Anderman will be responsible for all revenue initiatives – “from relationships with marketers and agencies, to publishers and app developers,” according to the emailed release. He will report directly to Jumptap CEO George Bell and will serve as a member of the Jumptap executive team. This is a newly created role at the company.
This is very much a move by Jumptap to better understand how traditional publishers work, and to do it with someone who already has deep ties to that industry: “Todd’s unique blend of expertise in driving revenue and understanding the publishing environment is critical for us to take Jumptap to the next level as more brands and agencies move their digital budgets into mobile. His understanding of market demands and inventory challenges makes him a great addition to the executive team,” said Bell in the statement.
Jumptap bills itself as the largest independent mobile mobile advertising network, and it distributes across inventory on mobile apps as well as mobile websites. Its customers include AT&T (NYSE: T), Sprint (NYSE: S), Fox Mobile, NBA and Hearst Magazines, among others. The company says it gets over 63 million impressions in the U.S. per month.
Anderman will be joining Jumptap in January 2011; until then he will remain at Hachette, according to an emailed press release.
In his role as SVP of digital media at Hachette, which he has held for two years, Anderman has overseen all of the publisher’s content delivered through websites, mobile and other emerging platforms. That role had its ups and downs, as the interest in mobile and online content boomed but traditional publishers like Hachette found it challenging to find the best business models for these new mediums. The company has been going through a multi-year cost-cutting and restructuring programme, trying to better align what it does in print and digital.
Anderman’s departure from Hachette is the latest in a series of executive moves. Within the space of one week in September, both CEO Alain Lemarchand and CTO Tom Donohue left the publisher. (Lemarchand was replaced with Steve Parr the same month.)
The news comes the day after Hachette Filipacchi Livre, the French books subsidiary, announced a deal with Google (NSDQ: GOOG) Books for digitising parts of its catalogue.