Time Inc. Now Working From Meredith’s Playbook

When Randall Rothenberg’s book, Where The Suckers Moon: An Advertising Story, became available from Knopf on October 25, 1994, I purchased the book and read every word. Because it’s a great story about a great ad agency, told by a great journalist who had unprecedented access to the players.
Since then, Rothenberg has gone on to work as senior director of intellectual capital at Booz Allen Hamilton and lead Interactive Advertising Bureau (IAB) into a new era. Last month, according to Ad Age, Time Inc.’s new CEO Jack Griffin named Rothenberg exec VP and its first chief digital officer.
Griffin came to Time from Meredith, where he’s credited for emphasizing the media company’s need to offer marketing services.
“Randall has participated in every aspect of the digital media marketplace — from content creation to marketing to revenue — giving him a unique perspective that will be critical to his new position,” said Griffin.
“In addition, his background as an accomplished journalist makes him a great cultural fit for the company.”
In related news, Time Inc. yesterday announced the creation of a new “Branded Solutions” unit.
“More than ever, we’ll be focused on branded programs and ideas that add value for our clients,” said Leslie Picard, head of Time Inc.’s corporate sales and marketing since 2008.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.