×
You will be redirected back to your article in seconds

Yahoo Puts Martha Nelson, Former Time Inc. Exec, in Charge of All Media

Yahoo has put Martha Nelson, previously a longtime Time Inc. senior editorial executive, in charge of its overall media strategy, including video.

Nelson joined Yahoo in August as senior VP and global editor-in-chief, and is now in charge of the company’s content businesses including video, a Yahoo rep confirmed. Her title remains unchanged. The expansion of her duties was reported earlier by Re/Code.net.

Yahoo’s promotion of Nelson comes after the company’s costly foray into long-form scripted original series, a strategy that CEO Marissa Mayer pulled the plug on in recent months. Media strategy previously was led by ex-CMO Kathy Savitt, who quit to join STX Entertainment last month.

Yahoo took a $42 million write-down on “Community” and two other series for the third quarter of 2015, after the show failed to attract audiences or advertisers at a scale that would make them profitable anytime soon; the company said it is taking a “pause” on long-form TV-style video.

Prior to Yahoo, Nelson worked at Time Inc. for 20 years, most recently as EIC of the mag publisher overseeing all editorial. Nelson departed Time Inc. in 2013, when Norman Pearlstine returned to the company.

With Nelson in charge of Yahoo’s overall content strategy, it appears Mayer wants to redouble its focus on targeted, vertical “digital magazines,” such as Yahoo Style, Yahoo Travel, Yahoo Tech and Yahoo Food. On the video front, the company has been upping short-form original content produced for the magazine destinations.

Nelson was the founding editor of InStyle, leading the title from 1993-2002. Her subsequent stints at Time Inc. included managing editor of People, group editor of style and entertainment group, and editorial director of Time Inc.

More Digital

  • Google Placeholder

    Google Accelerates Google+ Shutdown Following New Privacy Mishap

    Google will shutter its struggling social network Google+ sooner than previously announced: The company said Monday that Google+ will shut down in April of 2019. It also disclosed a new security vulnerability that briefly exposed personal data of some 52.5 million Google+ users. The bug, which was introduced to Google+ in November, allowed developers to [...]

  • Eddie Lazarus Sonos

    Sonos Hires Tribune General Counsel Eddie Lazarus as Chief Legal Officer

    Smart speaker maker Sonos has hired former Tribune exec Eddie Lazarus as its new chief legal officer. Lazarus will be in charge of all legal, regulatory, compliance and SEC reporting issues, among other things. Prior to joining Sonos, Lazarus worked as general counsel and chief strategy officer for Tribune Media. Before that, he was chief of [...]

  • Rhapsody, Sony Music to Launch Spotify

    Rhapsody, Sony Music to Launch Spotify Competitor in Japan

    Rhapsody and Sony Music Entertainment today announced a partnership to launch what they describe as the first on-demand, high-resolution streaming music service in Japan. Rhapsody International is providing its “Powered by Napster” platform including a set of systems, tools and APIs to allow SMEJ to quickly launch and bring its on-demand service to market. The service, [...]

  • Vidcon Sarah Tortoreti

    VidCon Has a New Marketing Chief: Nickelodeon's Sarah Tortoreti

    VidCon tapped Sarah Tortoreti as VP of marketing to head up the digital-creator and video confab’s promotional strategies worldwide. Tortoreti joins VidCon from Viacom’s Nickelodeon, where she was director of marketing and brand strategy since April 2016. In early 2018 Viacom acquired VidCon, founded by veteran YouTube creators Hank Green and John Green. In the newly [...]

  • Julie Henderson - Snap

    Snap Taps 21st Century Fox's Julie Henderson as Communications Chief

    Fox PR veteran Julie Henderson has been named chief communications officer of Snap, parent company of social-messaging and media app Snapchat. Henderson, who is currently EVP and chief communications officer for 21st Century Fox, will report to Snap CEO Evan Spiegel. Henderson is set to start at Snap immediately after the completion of the sale [...]

  • THE UMBRELLA ACADEMY

    'The Umbrella Academy' Superheroes Series Premiere Date Set on Netflix

    The dysfunctional-family superheroes of “The Umbrella Academy” are landing on Netflix worldwide on Feb. 15, 2019. The live-action series is based on the “Umbrella Academy” comic books created and written by Gerard Way and illustrated by Gabriel Bá, published by Dark Horse Comics. The Netflix original series comprises 10 one-hour episodes. “The Umbrella Academy” stars [...]

More From Our Brands

Access exclusive content