Hearst Magazines is continuing to refine its approach to balancing its print and digital publications and has tapped former Rodale executive David Kang as creative director for content extensions, which entails finding new ways of packaging the company’s range of range of brands and titles.
As the first person to hold this post, Kang’s department will focus solely on finding different ways of building other products on top of existing print and digital titles.
The idea itself appears to be an extension of something Hearst and other publishers have been exploring for more than a year. One area that has interested publishers is the “bookazine,” a poor description for a hybrid book/magazine that can be a one-off title or a series that consumers would be willing to pay a little more for. For example, in 2010, Hearst produced Light & Delish, a bookazine that was derived from cooking site Delish.
In addition to hiring Kang to mine more ideas like the one for Delish, Jacqueline Deval, VP and publisher of Hearst Books, is being shifted over to the content extensions department as well. She’ll continue her work on bringing Hearst pubs into book form. In addition, a business development executive will be announced shortly. The group will report to John Loughlin, executive vice president and general manager, Hearst Magazines.
Kang left his post as Rodale.com’s SVP/GM in December after more than three years with the company. Before that, he was SVP, entertainment, at Major League Baseball Advanced Media.