Time Inc. Digital Hires Ex-Yahoo Exec Cisneros
As director of marketing at Yahoo, Cisneros developed brand marketing and communications programs for the business-to-business marketplace. She also created strategies and programs to provide cross-network media solutions for some of Yahoo's largest advertisers.
"Time Inc. is a magnet for some of the best leadership talent in the media industry," said Kirk McDonald, president of Time Inc. Digital, in a statement. "Bettina's experience will help us harness the power of Time Inc.'s digital assets, including Web sites that attract more than 26 million unique visitors each month, so we can continue presenting advertisers with innovative and effective programs that deliver substantial reach in content-rich environments."
The digital unit has undergone a management shakeup since Time Inc. announced that it would lay off 600 staffers last October and reorganize its magazine business into three divisions. McDonald himself became president of Time Inc. Digital only last November following the departure of Ned Desmond, the long-time head of Time's interactive efforts.
Earlier this month, Jason Kelly joined as vice president of strategy and revenue management for Time Inc. Digital. Kelly was previously managed advisory services at Rapt, a part of Microsoft Advertising's Publisher Solutions.
Time Inc.'s digital business is tops among big magazine publishers at an estimated $245 million, according to an analysis by Advertising Age published last week. But that figure still represents only about 10% of the company's total ad revenue.