Hearst Moves from ‘Months to Moments’

Digiday reporting:

Troy Young has spent nearly 20 years on the digital side of the fence. Now, he’s going over to traditional media, as the ex-Say Media executive takes on the new post of president of digital media at Hearst Magazines.
In announcing the appointment, Hearst Magazines president David Carey praised Young’s “pure-play” expertise. Like all traditional media companies, Hearst is in the midst of a transition. It is still a magazine-heavy company, but it also has over two dozen online properties.
The challenge, according to Young, is to get all those pieces to work together. It is also to embed a startup mindset into a large, successful media company with its own established ways of doing things.
Going from relatively small digital companies to a behemoth like Hearst will be a big change. Is the hardest challenge for Hearst this big media transition from analog to digital?
The biggest challenge is moving from months to moments. Corporate cultures and media types create structures and behaviors. We know we have great brands. We create great content. Changing the reflexes and muscles to develop relationships with consumers every moment rather than every month is a very different thing. We need to fundamentally change the basis for how we create relationships. You then work backwards from there.
Can Hearst make as much money in digital as traditional media?
They can make as much...

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