Condé Nast Discovers Its Content Falls Into Categories, Restructures

Magazine MontageIn the wake of a broad McKinsey review and company-wide layoffs, Condé Nast Digital on Thursday announced the restructuring of its sales force into five distinct brand categories. Under the new sales structure, three advertising directors who are responsible for overseeing revenue for specific brands will report to Josh Stinchcomb, who has just been named publisher, Condé Nast Digital.

Each of Condé Nast Digital's 26 online brands will now fall into one of the five categories, including fashion and beauty; food, well-being and travel; bridal; technology; and culture and thought leader.

"This offers increased flexibility for our advertisers," said Drew Schutte, SVP and chief revenue officer for Condé Nast Digital, as well as "seamless coordination with our print sellers, as we meet the increased demand for cross-channel selling."



Stinchcomb more recently served as executive director of the Condé Nast Digital Business Group, where he oversaw sales and marketing for, Ars Technica,, Reddit, and

Earlier this month, more than 15 employees were laid off from Condé Nast's digital unit, most of them from sales. Those on the cutting block included Richard Glosser, executive director of emerging media; Christine DeMaio, VP, group publisher; and Peter Frank, editor-in-chief of

This summer, Condé Nast launched a company-wide review by consultants McKinsey & Co. As a result, the publishing house shut four titles -- Gourmet, Cookie, Modern Bride and Elegant Bride -- which later resulted in roughly 180 employees losing their jobs.

Reporting directly to Schutte, Stinchcomb is now responsible for all advertising sales revenue related to Condé Nast Digital's online properties. In addition, Alice McKown has been named executive director of marketing. Also reporting to Schutte, McKown will oversee advertiser custom ideation, magazine integration marketing, promotion, and sales support across all Web sites.

McKown previously served as executive director of integrated services for Condé Nast Digital, where she oversaw collaboration between the magazines and digital brands, and generated marketing ideas for the integrated brands' Web sites. She came from The New Yorker, where she had been the executive director of creative services.

Stinchcomb originally joined WIRED in 1996 and has had several roles including West Coast account rep, and director of Integrated Marketing for WIRED Media in New York.

2 comments about "Condé Nast Discovers Its Content Falls Into Categories, Restructures ".
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  1. Ron Lichtinger from FierceMarkets, October 23, 2009 at 9:14 a.m.

    Wow. Conde Nast needed to hire McKinsey to figure this out?

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