Time Inc. names AOL veteran Brad Elders Group Publisher at Sports Illustrated Group
Elders was previously SVP Sales, East Region at AOL, and earlier in his career was Account Manager for Sports Illustrated magazine
NEW YORK, NY – April 26, 2016 — Brad Elders, an accomplished sales and digital media executive, has been named Group Publisher for Time Inc.’s Sports Illustrated Group. Elders joins Time Inc. from AOL, where he most recently launched and served as General Manager of Partner Studio by AOL and prior to that served as SVP of Sales, overseeing the company’s East region. He will report to Rich Battista, President, Entertainment & Sports Group and Video for Time Inc. and will join the company on May 9th. Elders succeeds former Group Publisher Brendan Ripp, who was recently promoted to President, Technology and Telecommunications, Time Inc. Sales and Marketing. As Group Publisher, Elders will be responsible for all sales and marketing efforts in digital, print, video, social, branded/native and experiential across the group’s portfolio of Sports Illustrated, GOLF, SI Kids, FanSided and 120 Sports.
“Brad is one of the most highly respected, innovative and versatile sales leaders in media, and we are thrilled to have him join us,” said Battista. “With his strong track record of success, he understands and anticipates marketers’ needs and how to leverage cross-platform scale in today’s constantly evolving ecosystem. He is the perfect person to lead our SI Group sales team as we continue to aggressively evolve our portfolio of products and services across the multimedia and multi-platform landscape.”
“I am thrilled to be joining Sports Illustrated and Time Inc. at such an exciting time for the company and the media industry,” said Elders. “SI has such incredible brand equity and sets the standard for quality and compelling sports storytelling. They have done a tremendous job leveraging its success in print to build vibrant products and consumer experiences across all digital platforms, including video, mobile, social and experiential. I look forward to maximizing the full extent of the brand’s product portfolio and audience to drive stellar business results on behalf of our brand partners,” said Elders.
As GM of Partner Studio at AOL, Elders led creative strategy and development of branded content solutions for the top 200 advertisers in North America. He also led the monetization strategy for the company’s major tent-pole programs, like Makers, AOL Build, TechCrunch Disrupt and The Crunchies. He became GM after serving as SVP of Sales for the East region, where he and his team of 150 sales and account management executives and sales strategists were responsible for achieving three consecutive years of double-digit revenue growth. Before AOL, he was SVP, Sales at Function(x), responsible for developing the company’s go-to-market strategy and building a national sales team to support Viggle, its social television platform. Prior to that, Elders was Vice President of Video Sales for AOL, through its acquisition of 5min Media in September 2010 after being Chief Operating Officer of TidalTV, a video advertising start-up. Earlier in his career, he held senior sales positions at IPTV provider Joost, video game advertising pioneer Massive Incorporated (acquired by Microsoft) and MTV Networks. Brad spent four years with Sports Illustrated’s ad sales team in 1994–98 before joining Broadcast.com, where he helped establish the business and which was eventually sold to Yahoo.
In the past several months the Sports Illustrated Group has attracted new marquee talent and has introduced new product extensions and events. Highlights are a record digital launch for SI Swimsuit, including a major presence on Snapchat; new well-received digital apps (SI and Golf Fix Finder); the premiere of the “Fashionable 50” editorial franchise and exclusive event, which drew some of the biggest names in sports and entertainment, including Michael Strahan, Victor Cruz and Von Miller; the launch of an exclusive NFL Draft Preview show for SI.com, featuring Cris Collinsworth, Boomer Esiason, Howie Long and Phil Simms; the hiring of former NFL Network analyst Albert Breer to join TheMMQB.com team; and the announcement of a cable network joint venture with ASN in Asia.