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SEOY 2011 — Sales Team Leaders of the Year: Multiple Titles

Thursday, June 2, 2011

Daniel Riley, Group Advertising Director, Time Inc. Style & Entertainment Group

How do you top a strong 2009? If you’re Daniel Riley, you produce a 30% increase in total revenue in the Style & Entertainment Group he oversees, including a 150% leap in digital revenue powered by several seven-figure integrated custom programs.

Riley’s team, which he has hand-selected during the past five years, sold 12 major multimedia programs in 2010 for People, Entertainment Weekly, InStyle, Essence and People en Español - each with substantial digital investments. Those include Ford’s sponsorship of the Essence Music Festival, Black Women in Hollywood, People en Español Festival, People’s On Star Reader’s Choice Heroes platform; and GMC’s Sexiest Man Ever partnership.

In addition, more than 80% of Team Riley’s digital revenue last year was driven by integrated programs. “We focused considerable effort on leveraging key editorial initiatives and worked with our marketing partners to create major programs that were designed with the integration of digital, print, event and emerging media assets core to the execution of the idea,” he says.

Internal communication remains the biggest challenge to managing sales across multiple titles, Riley notes. “It’s critical that we have constant communication with senior management of each of the brands and with each other.”

Honorable Mention

James Kreckler, VP of Digital Sales, Rodale Inc.
Kreckler hit the ground running in 2010 in his new role overseeing online sales across all Rodale brands. He oversaw the company’s highest-profile digital partnership with MSN, for fitness site Fitbie, and sealed cross-site deals with Post Cereal, Disney and E*Trade. Today, Rodale’s digital network averages 11 million unique visitors per month and its brands have 250,000 social media fans.

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