YAHOO’S NEW RECRUITS: Michele Promaulayko, the editor in chief at Women’s Health, will be finding a new home at Yahoo as Yahoo Health’s new editor in chief. She will begin there Aug. 25 and remain in New York City. Promaulayko is Yahoo’s latest editorial recruit as the Web site moves to boost traffic under chief executive officer Marissa Mayer. Promaulayko will be joining Joe Zee and Bobbi Brown, who accepted the editor in chief positions at Yahoo Style and Yahoo’s beauty magazine, respectively, earlier this year.
This story first appeared in the August 13, 2014 issue of WWD. Subscribe Today.
Promaulayko worked for the Rodale-owned magazine for close to six years and saw the title grow in circulation and ad revenue. While most other women-centric magazines dipped in single-copy sales in the first half of the year, Women’s Health saw an uptick of 3.3 percent, to 310,768 copies, according to figures from the Alliance for Audited Media. Women’s Health’s total circulation is 1,537,140.
During her tenure, Promaulayko led Women’s Health to a General Excellence award from the American Society of Magazine Editors in 2011, as well as two nominations, in 2013 and 2014. “First of all I’m super proud of Women’s Health not only in circulation increases but the General Excellence award from ASME,” she said. “My time at Rodale has deepened my passion for health. But [Yahoo] came calling and I was super excited. Now, I’m so grateful to work under Marissa Mayer and [chief marketing officer] Kathy Savitt, two people who are gurus and so great at what they do.”
Promaulayko said that a big opportunity she saw with the new job was to create the site to have a printlike experience.
“The thing about digital that I love is there’s a video component and also seeing lots of great voices,” she said. “The wonderful thing about digital is that you have infinite space.”
Her first order of business, she said, would be building a team of staffers, bloggers, health voices and experts.
“Whether the stories are from top bloggers, top physicians in their fields or all those experts, I’ll be the one vetting them. One of my charges at Women’s Health was to make sure we’re the trusted resource and I’ll be doing that with Yahoo, too,” she said.
Promaulayko said she would also focus more on video — a few of which she’ll host, while other, more service-oriented ones will be overseen by experts.
“Video is only growing and is now part of the digital world,” she said. “Listen, I think that traditional editorials and publishers are going through growing pains. I am not shying away from challenges and diving into digital full-on.”
Also on Tuesday, Yahoo Style added five new editors to Zee’s team. They include V Magazine’s editor Sarah Cristobal; CR Fashion Book’s Dora Fung; Into the Gloss’ Nick Axelrod; Details bookings director Andrea Oliveri, and former W Magazine producer Bifen Xu.
At Yahoo Style, Cristobal will be the editor, reporting to Zee. Fung will be the site’s market director, having held the position at Carine Roitfeld’s magazine. Axelrod, who worked with Zee at Elle magazine, will be contributing as a branding and creative consultant, while Oliveri will be coming onboard as contributing editor. Xu will join as special projects director, focusing on Yahoo Style’s original photography.
In addition, the site has tapped wellknown TV personality Katie Brown as editor in chief of its DIY channel. Brown has hosted her show “Next Door With Katie Brown” on Lifetime TV since 1997, has her own DIY Web site and has published numerous books on DIY topics.