AT NEWSWEEK, ANOTHER NEW BEGINNING
IBT Media has rebranded.
The parent company of, among others, International Business Times and Newsweek — the latter of which IBT Media purchased in 2013 before resurrecting its print edition the following year — will henceforth do business as Newsweek Media Group, according to an announcement made Thursday.
Citing the Newsweek brand's "longstanding, global reputation for integrity and trusted journalism," the company says the re-branding is part of an overall effort to expand Newsweek's global footprint — particularly in Asia, Africa, and the Middle East — including consolidating its domestic and international editorial teams into "one global operation" and further developing the brand's global live events business.
The shift — which seems a logical one, given the weight that the Newsweek name carries — comes about three months after IBT Media appointed Alan Press, a nine-year veteran of The Economist, to a newly created president role, reporting directly to CEO Dev Pragad.
It also follows a bit of a rough patch for the IBT brand, which began last summer with multiple rounds of layoffs, corporate restructuring, and an ugly, public dispute over unpaid severance, before culminating in the abrupt dismissal of Newsweek editor-in-chief, Jim Impoco, among others, in February.
WHAT'S TRENDING IN B2B ADVERTISING?
Of note to B2B publishers mindful of missed opportunities: Nearly two-thirds of all B2B advertisers who bought a digital placement in 2016 did not buy print. That's the upshot of a new study released by MediaRadar, a consulting firm which tracks advertising trends across various media channels.
Overall, print advertisers still outnumber digital advertisers by nearly a two-to-one margin — and mobile advertisers nearly 14-to-one — but that gap is shrinking fast. The number of companies buying mobile advertisements in the B2B space nearly doubled in 2016 compared to the year before, from 3,801 to 7,293, according to the study, with video and native also seeing considerable gains.
Programmatic buys are also on the rise, accounting for 13 percent of all digital ad placements in 2016, up from 10 percent in 2014. Among those digital ads, IBM is by far the biggest buyer, purchasing 170,507 different digital ad placements last year. In print, that title belongs to pharmaceuticals producer Eli Lilly, which purchased 4,039 ad pages in B2B publications in 2016.
From the job board…
The Corporation for Public Broadcasting seeks a full-time, D.C.-based project manager for its media strategies division, responsible for planning, managing, and executing new initiatives to maintain the financial health of CPB's various media stations and digital platforms. Five years' of work experience and willingness to travel required.
CONDÉ NAST PROMOTES WELTEROTH
It's official: Teen Vogue's Elaine Welteroth, who was named the magazine's editor last year, has been elevated to editor-in-chief, Condé Nast announced today.
Amid an increased emphasis on digital and video content, Welteroth, along with digital editorial director Phillip Picardi, has spent the better part of the past year refocusing Teen Vogue's editorial strategy to include more coverage of social and political issues — most notably, Lauren Duca's viral, "scorched earth" December op-ed accusing President Donald Trump of "gaslighting America." The brand responded in February by introducing a prominently featured "News and Politics" vertical on its website, including a regular column by Duca titled "Thigh-High Politics" — an obvious reference to the criticism leveled by some conservative pundits that the brand ought to just stick to covering Kylie Jenner and Ariana Grande.
In any event, the strategy is clearly paying off for Teen Vogue. Traffic to its website is up 250 percent over the past two years, according to Condé Nast, with monthly unique visitors increasing from 2.7 million a year ago to 9.2 million in February of this year.
"Elaine is incredibly in tune with the Teen Vogue audience, and has used that unique insight to engage and connect with her readers on a very personal level," wrote Vogue editor-in-chief and Condé Nast artistic director Anna Wintour in a prepared statement. "Over the last year, she has demonstrated a fearless leadership in her pursuit to make Teen Vogue the voice of a new generation."
Counting down to October…
Can you believe it? We're officially less than six months away from the 2017 Folio: Show, the largest and most comprehensive gathering of magazine-media executives — and, I might add, three days of some of the most fun you're likely to have at an industry trade show.
Take a look at the conference program, first unveiled earlier this month, but act quickly — our super-discounted early bird rates expire on May 5.