Media co. E.W. Scripps adds TV Marketing VP
Media conglomerate The E.W. Scripps Company has appointed Jessica Rappaport as vice president of marketing for its television division, Cincinnati’s Business Courier
Rappaport, a brand management executive with experience in social media and broadcast television, comes to the company from El Segundo, Calif.-based Hollywood Branded, Inc.
, where she led the entertainment marketing agency’s social media strategy.
Previously, the new hire served as VP of direct marketing for The Broadcast Team
in Ormond Beach, Fla., developing marketing programs for the broadcast industry.
She also spent five years directing brand management, marketing and promotional strategy for four Hearst-owned television properties in California.
Cincinnati-based The E.W. Scripps Company is a 132-year-old media conglomerate with interests in television stations, newspaper publishing, licensing and syndication. The company currently runs daily and community newspapers in 14 markets and 10 broadcast television stations.
E.W Scripps also operates Scripps Howard News Service and United Media, the worldwide syndication home of Dilbert, Marmaduke and 150 other characters.
In her new capacity, Rappaport will work closely with E.W. Scripps
’ station leaders to develop strategies that can strengthen current advertising relationships, while engaging new content consumers.
“In addition to possessing years of branding, Web development and television marketing experience, Jessica has fully immersed herself in social media marketing,” Brian Lawlor, senior VP of the Scripps television division, stated in a release. “We created this position as part of an enhanced commitment to ratings leadership in all of our markets, and Jessica has the perfect mix of skills to take us where we want to go.”
He added that Rappaport’s efforts will be vital in exposing new consumers and advertisers to the company’s products across multiple platforms.
She comes on board one month after E.W. Scripps reported consolidated revenues in the fourth quarter of $220 million, an increase of 12.1 percent from the same period last year.
“A rebound in most TV advertising categories, accentuated by an exceptionally strong political advertising season, resulted in a strong end of the year for the company,” President and Chief Executive Officer Rich Boehne said on the record. “Newspaper ad revenues were still below the prior year, but the year-over-year decline continued to shrink compared with prior quarters.”
He continued that the company is working during this challenging economic period to retool its business for sustainable cash flow growth in the future.
“We are well down the path of reorganizing our newspaper division to lower overall expenses and deliver outstanding content and improved revenue performance across multiple platforms,” Boehne said in a statement. “In the TV division, we have retrained nearly the entire news division to deliver more and better news content to larger and more valuable audiences on all screens.”
Cincinnati-based Media Storm
has assisted with its media since 2007, according to The List database.
The Nielsen Company reported that E.W. Scripps spent almost $2 million on advertising in 2009. About $670,000 went towards national magazine ads, about $540,000 went towards Internet ads and about $240,000 went towards spot radio ads.