Home  › Media › Publishing
gregcoleman

HuffPo Ad Sales Dynamo Leaves With AOL Acquisition

  |  February 7, 2011   |  Comments

The executive steering The Huffington Post's successful ad revenue ship – Greg Coleman - will leave as it begins its integration with AOL.

gregcoleman

The person truly steering The Huffington Post's successful ad revenue ship will leave the company as it begins its integration with AOL. Following the announcement of AOL's $315 million purchase of The Huffington Post today, the current events, commentary, and lifestyle site confirmed Chief Revenue Officer Greg Coleman will leave the firm.

Though the planned departure may come as little surprise to observers who have followed Coleman's career path, it could hinder HuffPo's future success in developing relationships with big spending ad agencies and brand marketers.

After Coleman (pictured above) joined HuffPo in 2009, sales execs at the firm say they saw positive changes right away. According to one former HuffPo ad sales exec who asked to remain anonymous, Coleman's "golden Rolodex" opened the door to before out-of-reach CMOs and brand decision makers.

"Greg has relationships with top, top agencies and brands," said the exec.

A year ago Coleman predicted HuffPo would boost ad revenue six-fold in three years. Coleman told ClickZ News in January the company is on pace to achieve that goal, and had "more than doubled" its ad revenue since a year before. "We're now spiking and the number of clients that are renewing their business is just very high," he said.

While Coleman appears to have been instrumental in bringing in new advertisers, his absence won't necessarily prevent HuffPo from maintaining those relationships or building new ones, said the source. "He did what he came to do," the source added.

The future of the ad sales team at the newly-minted Huffington Post Media Group, to be headed up by HuffPo cofounder Arianna Huffington, may be in flux, though, since the combined companies most likely have redundancy within the sales staffs. The media group includes HuffPo, and other AOL properties such as Engadget, TechCrunch, Moviefone, MapQuest, and its local site network Patch.

In particular, it remains to be seen whether newly-hired sales execs recruited by Coleman will stay at HuffPo. As part of a recent hiring haul, HuffPo brought in three former Yahoo sales execs who had worked with Coleman before he left Yahoo's advertising division in 2008. Sam Figler, previously VP of global sales and business development at Yahoo, is now SVP business development for HuffPo. Lauri Baker and Jennifer Carroll, both formerly account directors at Yahoo, are now account executive and account director, respectively.

"It's nice to have the chance to bring over some people you've worked with," Coleman told ClickZ last month.

Coleman joined AOL in 2009 to head up its Platform-A advertising division, following a stint at ad targeting firm NetSeer and a tenure as EVP of global sales at Yahoo. After mere months, Coleman was unseated by Jeff Levick, AOL's president of global advertising and strategy, who continues to run AOL's ad division.

AOL's Platform-A division housed ad tech acquisitions including Tacoda and Third Screen Media. At the time, former Platform-A Chief Curt Viebranz told ClickZ News AOL had dismissed too many employees as it consolidated the ad business units. As AOL struggles to gain relevance among brand advertisers in the hopes of generating premium display ad dollars, all eyes will be on the firm's ability to hold on to key execs at HuffPo.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Sept 5 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...