• by Erik Sass  @eriksass1, August 8, 2013

Hearst Launches Branded Flipboard Mag for Estée Lauder
 
Hearst Magazines Digital Media is diving into custom publishing with a new branded Flipboard magazine for Estée Lauder called Beauty Book. The new publication, produced in partnership with OMD, features custom content created by Hearst brands Elle, Harper’s Bazaar and Marie Claire, along with content dealing with beauty, health, fashion, and lifestyle -- all to promote Estée Lauder’s new “Advanced Night Repair” beauty product line.
 
The Estée Lauder Advanced Night Repair Beauty Book includes features tips for post-workout recovery and beautification; “10 Ideas for Dressing for Summer Evenings;” tips for restorative beauty sleep; and content on the latest facial beauty oils, serums and creams. Desktop and mobile ad units on Elle, Harper’s Bazaar and Marie Claire will help drive readers to download Flipboard and explore Advanced Night Repair Beauty Book.

Kristine Welker, CRO of Hearst Magazines Digital Media, stated: “Custom content is a great way for brands to relate their products to what is top of mind and trending with consumers. When paired with online marketing on key sites, brands can create a truly holistic campaign, targeted to the consumers they want to reach.”

Meredith Rebrands Hispanic Business Unit, Announces Appointments
 
Meredith Corp. has rebranded its Hispanic business unit, previously known as Meredith Hispanic Ventures, as Meredith Hispanic Media, to better reflect the company’s offerings across multiple media channels. In addition to magazines Siempre Mujer, Ser Padres, Ser Padres Espera and Ser Padres Bebé, Meredith Hispanic Media offers advertisers digital, social, video, and experiential marketing platforms, as well as proprietary and syndicated research capabilities, custom publishing, content licensing, database marketing, and grassroots marketing.
 
Meredith also announced a number of promotions and appointments. Jon Werther has been named executive vice president and president of Meredith Digital. He previously served as Meredith’s corporate chief strategy officer. In his new role, he will be responsible for all of the Meredith National Media Group’s digital activities, including Allrecipes.com; consumer Marketing, subscription generation and retention; and Meredith Hispanic Media.

Andy Wilson has been named senior vice president and chief digital officer. He previously served as senior vice president for audience development and commerce. Alison Adler Matz has been named publisher of More magazine.  She joins Meredith from Martha Stewart Living Omnimedia, where she most recently served as senior vice president for strategic brand sales; she also served as publisher of Everyday Food and Whole Living. Finally, Steven Grune has been named publisher of Allrecipes magazine; he previously served as vice-president and group publisher at Bonnier Corp., where he oversaw multiple titles including Popular Science.
 
ABM Study Shows Value of B2B
 
This week ABM released a new study, “The Value of B-to-B,” highlighting the effectiveness of business-to-business media including events, magazines, and Web sites. Among its findings, 96% of media users polled visit b-to-b websites and read print magazines, 73% percent visit these Web sites at least weekly, and 45% read print magazines at least weekly. On the event front, 90% of marketers polled said that event attendance generates leads, and 76% said that event sponsorship generates leads. Turning to digital, 92% percent of publishers polled produce digital editions of their print magazines, and 60% say that their digital circulation is increasing.
 
Fast Company Publishes “Hacking Hollywood” E-Book
 
Fast Company has published an anthology e-book titled “Hacking Hollywood: The Creative Geniuses Behind Homeland, Girls, Mad Men, The Sopranos, and More.” Produced on the Vook platform, Hacking Hollywood collects stories from the magazine’s archives about innovators including Conan O'Brien,  Matthew Weiner, Martin Scorsese, television and social media star Mindy Kaling, director Judd Apatow and Lena Dunham, actress and creator of HBO's hit series "Girls." "Hacking Hollywood" is available for $2.99 on iBookstore, Amazon, Barnes & Noble, Vook's store, Fast Company; it will soon be available via Kobo, Sony, Samsung, Google Play, and Baker & Taylor.
 
Bairstow to EVP and CFO, Time Inc.
 
Time Inc. has named Jeffrey J. Bairstow executive vice president and chief financial officer, effective September 3. In his new role he will be responsible for leading Time Inc.’s financial functions and strategies, including all accounting, budgeting, reporting and tax activities. In addition, he will have responsibility for customer service, IT and production. Bairstow previously served as president of Digital First Media. He succeeds Howard Averill, who is transitioning into his new role as executive vice-president and CFO of Time Warner, which is in the process of spinning off Time Inc. as an independent business.
 
The Week, Mental Floss Announce Hires
 
The Week and Mental Floss announced four executive hires to bolster their business and editorial teams. Richard Blakely has been named director of digital products and strategy for The Week and Mental Floss; he previously served as head of Web site content and strategy for Thrillist. Jamie Altschul has been named national advertising director for both publications; he previously served as executive director for corporate sales development at Condé Nast Media Group.

Tracy Monahan has been named marketing director for the publications; she was previously part of the team that led a turnaround at Departures, American Express’ luxury magazine for Platinum Card and Centurion members. Finally, Erica Berger has been named consulting editorial product manager for the publications; she previously served as director of publisher and partner development for social newswire Storyful.

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