• by Erik Sass , January 11, 2008

The number of new digital initiatives launched by magazine publishers increased 33.5% in 2007 compared to 2006, according to the Magazine Publishers of America, which has been tallying launches over the last few years. Overall, MPA members pursued 207 projects to increase digital content or distribution in 2007--up from 155 in 2006.

The new initiatives included more Web video, content-sharing partnerships, integrated marketing, new kinds of user-generated content and social-network functionality. 2007 also saw a flurry of new blogs, podcasts, widgets and mobile applications.

Among the high-profile digital projects were partnerships by Conde Nast, Forbes Media, and Hearst Magazines with YouTube, Facebook and MySpace, respectively. Time Inc. created an original interactive reality show, an online video library and various exclusive games.

In addition, Bonnier Corporation introduced social networking and original video content; BusinessWeek created an online video hub and partnered with LinkedIn; Conde Nast introduced integrated marketing programs and online video channels for its magazines; Consumer Reports began hosting an archive of videos of vehicle crash tests; the Economist introduced a social networking portal; Hachette Filipacchi pushed online and mobile video; Forbes Media introduced wikis and online databases; Meredith bowed new online video channels, wikis, and social networking; and National Geographic introduced video and podcasts and began hosting user-generated photos.

The full list of new initiatives is available online at the MPA Web site: www.mpa.org.

Conde Nast Launches Web Sites, Shuffles Execs

On Jan. 16, Conde Nast is launching a new destination site for Gourmet magazine, separating the brand from its general Epicurious.com site covering fine dining. The new Gourmet site will feature daily news, test kitchen videos, and episodes from "Diary of a Foodie." Sister publications Bon Appetit and W will also get their own stand-alone sites in the second quarter, followed by Conde Nast Traveler, Details, GQ and Vogue in 2009, according to Conde Nast.

The company also shuffled its top management this week, with the publishers of Glamour and Vogue--Bill Wackermann and Tom Florio--assuming new responsibilities, as other executives also expanded their portfolios. Wackermann was named senior vice president and publishing director with responsibility for the bridal media group. Likewise, Florio was promoted to senior vice president and publishing director at the Vogue division, including Teen Vogue. David Carey, publisher of Conde Nast Portfolio, assumed responsibility for Wired Media and the Golf Digest group. Louis Cona, previously the publisher of The New Yorker, has been named senior vice president of the Conde Nast Media Group; he is replaced by Drew Schutte, now senior vice president and publishing director of The New Yorker. Finally, Gina Sanders has been named vice president and publisher of Lucky.

Three sales executives--Amy Churgin, Mitchell Fox, and Sandy Golinkin --have left the company. The publishers of W, Bon Appetit and Fairchild Fashion will now all report directly to CEO Charles Townsend.

Ladies' Home Journal Gets Redesign

For its 125th anniversary, the February 2008 issue of Ladies' Home Journal is introducing a new look for the magazine, including all-new typefaces, grid, photography and illustration treatments. Diane Salvatore, editor in chief, said the goal is an overall more sophisticated look, perhaps even slightly edgy: "Now we want to have a touch more swagger and intensity in key places."

Alpha Media Poaches Levy from Rolling Stone

Alpha Media has hired Joe Levy, previously the editor of Rolling Stone, as editor in chief of Blender, the music magazine recently acquired by Alpha from Dennis Publishing. The move, attributed to Alpha CEO Kent Brownridge, is the second big hire from his previous company, following Jim Kaminsky, who left Men's Journal for Maxim. Levy replaces Craig Marks, who will leave the company in March.

Janet Tipton Named Corporate Sales Director at Time Inc.

Time Inc. has named Janet Tipton to the post of corporate sales director in its corporate sales and marketing division. Tipton will be responsible for the food category in the Eastern region, reporting to Monique Manso, the vice president of corporate sales and marketing. Tipton comes to the post from Cottage Living, where she has served as account manager since 2004.