On Monday, Keith Grossman will become Time magazine’s first president since the company was acquired in November from Meredith Corp. for $190 million by Salesforce founder Marc Benioff and his wife Lynne.
Most recently, Grossman spent five years with Bloomberg Media Group. He was recruited by BBG in 2014 as publisher of digital and media, with a mandate to revitalize the organization’s digital presence. Within two years Grossman rose to global chief revenue officer, responsible for sales, marketing and branding of all Bloomberg media properties: print, TV, radio, digital and OTT. One of the most salient achievements under his leadership was the development of Bloomberg TicToc, which started as a Twitter news network and grew into a full-fledged media brand present on other platforms and in different formats — podcast, streaming video, daily newsletter and a dedicated website.
Grossman was previously associate publisher of Wired and Ars Technica, where he led the advertising team that developed Ars Technica’s “The Accelerator,” a platform that predicts when a story goes viral and allows advertisers to exploit it. Earlier this year, Grossman spent five months as chief operating officer of Engine, a marketing and data analytics group.
At Time, Grossman will continue working at the intersection of technology and publishing to strengthen the 100-year-old brand and expand its presence on different platforms and verticals. Look for live events as well.
In his LinkedIn announcement, Grossman states: “So, at a moment when trust in media is suffering and the world is increasingly polarized, the goal of Time’s red border is that of a trusted filter to help individuals navigate a complex and sometimes scary world. The audience is ready and waiting in manners you may not suspect: Time’s Twitter and Instagram feeds already reach 16.1 million and 7.6 million followers, respectively.”
“Our opportunity and Keith’s opportunity and the team’s opportunity is to unlock new editorial products and new commercial possibilities under the umbrella of trust that the brand has,” said Time Editor-in-Chief and CEO Edward Felsenthal in an Adweek interview this week.