Good magazine today announced that Jonathan Greenblatt, co-founder of Ethos Water, was named to the newly-created position of CEO.

“He has succeeded both as an entrepreneur at small start-ups and a seasoned executive at larger corporations,” Good founder and chairman Ben Goldhirsh tells FOLIO:. “We see Jonathan helping to bring focus and strategy to help scale the efforts here at Good. This will range from recruitment, fundraising, sales and marketing, to old-fashioned hustle.”

After co-founding Ethos Water in 2002, Greenblatt helped sell the company to mega coffee company Starbucks in 2005. Greenblatt served as vice president of Starbucks and has served as an advisor to Good for the last six months.

Before founding Ethos, Greenblatt served in the U.S. Department of Commerce during the Clinton Administration. Former Good associate publisher, Al Gore III, is the son of the former vice president.

In addition to scaling Good’s profile as an integrated media company, Greenblatt also will help the company explore options for securing outside investment. “Since the beginning, Good has been bootstrapped, but we might consider engaging outside investors in order to achieve our business objectives, which are pretty significant,” explains Goldhirsh.

Good was launched as a print magazine in September 2006 with an initial circulation of 25,000. Today, the company is an integrated media platform that includes a Web site and an event business that Goldhirsh says has hosted more than 20,000 attendees. The magazine has grown to a print circulation of approximately 60,000 paid readers.

“Within a five-year timeframe, we hope to emerge as a lifestyle brand that provides content through digital and print media,” Goldhirsh says. “I would not estimate the numbers, but we hope to achieve profitability in that timeframe.”