Wednesday, November 30, 2011

Digitas CEO Laura Lang said to be named the new head of Time Inc. magazine division; Money's first iPad app

One of the media companies that has been most vocal in their support of the new tablet publishing platform has been Time Inc., which has said publicly that they plan to support the new tablets with magazine apps for all of its titles.

Reinforcing that commitment to digital, the company is expected to announce Laura Lang as the next head of its magazine division. Lang is currently the CEO at Digitas, a major interactive advertising agency.

Lang's role at the agency of record for such companies as Miller Brewing and Sara Lee, certainly reinforces the commitment to digital. But while Lang brings marketing and consulting background to the magazine publishing role, media veterans will no doubt question the lack of actual publishing experience in her resume.

Prior to joining Digitas is 1999, Lang held product and brand management roles at Quaker Oats Co., Bristol-Myers and Pfizer Pharmaceutical Co., so she knows the client-side, as well as the agency, side of the business well. This background and experience is be counted on as Time Inc. courts digital advertising for its properties.

Time Inc. currently has tablet editions for its major brands such as Time Magazine, Fortune and People, and just last week released its first iPad app for Money Magazine. The app has gotten overwhelmingly positive reviews inside the App Store, despite keeping to Time Inc.'s strategy of not supporting Newsstand and charging for single issues only – in this case $3.99 per issue. It shows that that the financial community is obviously less sensitive to pricing for digital editions than that average reader.

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