• by Gavin O'Malley  @mp_gavin, March 14, 2011

To help build on existing titles, Hearst Magazines has brought on David Kang as creative director of "content extensions."

In this newly created role, Kang will oversee a department focused exclusively on broadening the presence of individual properties.

"By reimagining the magazines as brands, the content can extend across multiple platforms to create new print books, ebooks, digital tools, mobile apps. ... that work to build and extend Hearst's content franchises," Kang explained to Online Media Daily in an email.

As a result, added Kang, "Hearst has a great opportunity to generate significant new revenue streams and profits by creating new print and digital products -- and selling these products both directly and across other channels to consumers."

From mid-2007 to late-2010, Kang served as senior vice president and general manager of Rodale.com, where he oversaw strategic planning and digital brand extensions, including Eat This, Not That! and The Biggest Loser Club.

Regarding specific Hearst brands in need of a content extension or two, Kang listed Cosmopolitan, Good Housekeeping, Seventeen, Marie Claire, Redbook, Esquire and Popular Mechanics.

"We think the 'content extensions' approach can work very well with each of them, but we're being very sure to partner closely with the editors to understand the nuances of each brand, audience and the value proposition to the consumer," Kang clarified.

Kang declined to discuss specific content extensions, but said that several are underway.

What does the bigger effort mean for advertisers?

"Hearst is deepening its relationships with its audiences, and in each of the content extension products, there will be potential opportunities to integrate advertisers," he explained.

Added Kang: "Because many of the new digital tools will be driven by customer data (e.g., preferences on fashion, purchase histories), it will allow advertisers to achieve greater depth within categories, while still offering tremendous scale."

In one instance, according to Kang, Hearst is considering more "branded entertainment." Advertisers may have the opportunity to be fully integrated into content extensions and to focus on specific campaign goals, such as product sampling, product feedback and high potential leads in showrooms.

To support Kang's efforts, Hearst is currently seeking a business development executive. The group will report to John Loughlin, executive vice president/general manager of Hearst Magazines.