Hachette Online Strategy Grows New Head

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Online/print publisher Hachette Filipacchi Media, which counts ELLE and Premier among their major trade titles, has created a new position to help direct their profitable online strategy. Former digital strategy consultant Marta Wohrle joins HF as their new VP-Director of digital media. In her post, Wohrle will oversee and coordinate 16 different websites (most averaging 15 million page views a month), 4 mobile applications, video on-demand services, as well as digital versions of all Hachette print magazine titles.

Regarding the new digital position, Hachette CEO Jack Kliger explained to guests at a Magazine Publishers of America event, “Migrating our assets to new digital platforms will require new strategies for creating content. As content is increasingly conceived for multiple platforms, we may, at times need to form new partnerships. We’ll need to develop the skills and systems that enable print- and screen-based resources to be shared and vigorous cross-promotion to be fostered.”

One of the ways Hachette is seeking achieve those goals is by digitizing all their titles and making them available through the Zinio digital reader. In addition to hiring Wohrle, the company plans to double the size of their online media team from 30 to 60, as they implement new strategies and strive to make their magazines as readable in electronic form as they are in print.

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