• by Erik Sass  @eriksass1, December 5, 2013

The Week Boosts Frequency

Dennis Publishing’s The Week is defying the general downward trend in print magazines with plans to increase its frequency to 51 issues in 2014, up from 48 this year. The move comes two months after Tim Koorbusch replaced Michael Wolfe as the publisher of The Week.
 
The reasoning behind the decision, according to Ad Age, which first reported the news. seems simple enough. The trade mag quoted Steven Kotok, CEO of The Week and Mental Floss magazine, as saying: “Each one of our issues is profitable. If we add more issues, we're more profitable.” Kotok noted that The Week’s business model relies mostly on circulation revenues, which contribute 65% of total revenues, making it less susceptible to the ongoing secular decline in print advertising.
 
The increase in frequency follows several increases in the magazine’s rate base earlier this year. In July, The Week boosted its rate base to 550,000 -- up 2.8% from 535,000. That followed an earlier increase from 525,000 to 535,000 at the beginning of the year.
 
Time Inc. Signs First Client for Watercooler Live Native Ads
 
Time Inc. has landed its first advertising client for Watercooler Live, a native ad product that combines advertiser content and Time Inc.’s editorial content in microsites and ad units, according to Adweek. Land Rover is using the new native ad product to create a microsite and ad units with custom content from the carmaker and Time Inc. editorial content.

Separately, Time Inc. recently circulated an RFP to enlist a partner for the design, development and launch of a comprehensive new native ad platform for Time Inc.’s brands. Currently, each Time Inc. brand is using a different native ad platform, as well as several different analytics providers; the new system is intended to make cross-brand deployments easier.
 
DeRobbio To Senior Exec Director, Condé Nast Digital Sales
 
David DeRobbio has been named senior executive director of digital sales for the Condé Nast Media Group, CNMG president Lou Cona announced this week. In this newly created role, DeRobbio will lead efforts to expand Condé Nast’s digital advertising solutions and partnerships. He previously served as vice president of digital sales at NBC News, with responsibility for all NBC News digital properties, including TODAY.com, NBCNews.com, iVillage and msnbc.com.
 
Bellantoni Returns To CQ Roll Call As EIC
 
Christina Bellantoni has been named editor in chief of CQ Roll Call, owner Economist Group announced. She is returning to CQ Roll Call after two years serving as political editor at the PBS Newshour. She previously served as associate politics editor at Roll Call during the 2010 midterm elections. In addition to overseeing all editorial print and digital platforms for Roll Call, as EIC Bellantoni will also write a blog and represent the publication on television and at live events.
 
Finnegan Named Publisher, EatingWell
 
Deirdre Finnegan has been named publisher of Meredith Corp.’s EatingWell, with responsibility for overseeing all advertising for the magazine, which is devoted to healthy eating. Finnegan previously served as associate publisher for Coastal Living. She also served as advertising director and associate publisher for Cottage Living magazine, New York manager for Southern Living and vice president for media agency Hill, Hollliday/Altschiller .