Hearst Magazines is continuing to mold its leadership team for the Digital Media group. The company announced today that it hired Todd Haskell as senior vice president, chief revenue officer. Meanwhile, previous Digital Media group CRO Kristine Welker has been named vice president, publisher and chief revenue officer of the forthcoming Dr. Oz magazine. 

Management changes at Hearst Magazines Digital Media have been rolling out since the appointment of Troy Young as president back in May. One of his first moves was to hire Mike Smith from Forbes as the group’s vice president, revenue platforms and operations. At the same time, CarandDriver.com’s Mike Dushane was promoted to a vice president role.

See Also: Q&A: Hearst Digital’s Mike Smith

Haskell joins Hearst from NYTimes.com, where he was group vice president, advertising. He was also at Meredith from 1994 to 2004 where he spent part of that time as managing director of the company’s integrated marketing division.

The changes appear to reflect a more formalized and focused approach to Hearst Magazine’s product development around digital revenue opportunities. The company now offers both programmatic and custom sales services. The group also recently announced the creation of five standardized native ad units.

The programmatic and custom solutions are at different ends of the sales spectrum—Smith will largely oversee the programmatic efforts, while Haskell will direct sales and marketing for the group’s 24 magazine brand and pure-play websites.

"Creating sophisticated digital campaigns for our clients is more complex, technical and consultative than ever before, and collaboration across teams is essential," says Young in a statement. "I’m looking forward to partnering with Todd as we continue to evolve our portfolio and develop elegant solutions that resonate with users and drive business for marketers."

In the meantime, former Hearst Magazines Digital Media vice president and CRO Kristine Welker is moving over to the magazine division to head the upcoming Dr. Oz magazine alongside editor-in-chief Alison Brower.

See Also: Hearst to Launch Dr. Oz-Themed Pilot Magazine

Welker will start her new role on September 3, the same day Haskell begins his new job.

The Dr. Oz magazine, which will have a dedicated website, will launch a pilot issue sometime in the first quarter of 2014—350,000 copies will hit newsstands with another 450,000 copies sent to targeted existing subscribers of other Hearst titles.



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