Zinczenko previously served as executive vice president at Bonnier. Before that, from 2007-2013, he led the Bonnier Men’s Group, which includes Popular Science, Field & Stream and Outdoor Life, where he spearheaded their expansion across new channels including live events, TV, film, and licensing deals. He also helped acquire Cycle World from Hearst magazines.
Before joining Bonnier in 2007, Zinczenko held top management positions at Outside, The New York, Bicycling, and Scuba Diving, including a stint at Rodale, where his brother David Zinczenko served as editor in chief of Men’s Health from 2000-2012, among other roles.
Eric Zinczenko joined Bonnier when its U.S. division completed the acquisition of 18 enthusiast titles from Time Inc., including the three titles named above. More recently, the company has been pushing to adopt new digital advertising strategies including programmatic sales and native advertising placements.
In January, Bonnier signed up with programmatic video ad tech outfit Tremor Video’s new supply-side platform for ad sales, having previously worked with Tremor on video ad sales for a number of years.
Also in January, Bonnier announced a partnership with Nativo, giving it access to the latter’s platform for delivering native advertising in a contextually appropriate manner. Bonnier Web sites using Nativo include Working Mother, Popular Science, Popular Photography, Florida Travel Life and Yachting Magazine.