Hearst plans integrated database

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Hearst Magazines has named Charles Swift, Jr. to the newly created position of VP of database strategy and marketing.

In this position, Swift will play a key role in Hearst's new marketing initiative to develop an integrated print and online customer marketing database. Executives hope that the combined database will help create better-targeted Web content and a more cohesive view of Hearst consumers across platforms.

Swift, who is abdicating his position as VP of consumer marketing for LexisNexis to join Hearst, will start on April 14. Before joining LexisNexis in 2006, Swift was VP of business analysis at Columbia House Co. and also held numerous management roles at the American Express Co. His experience in database marketing was a factor in Hearst's hiring of him for the job.

“Charles comes to Hearst with a wealth of experience in the database marketing industry, and we are thrilled to welcome him to our consumer marketing team,” Liberta Abbondante, SVP of consumer marketing of Hearst Magazines, said in a statement. “He will play a pivotal role in the delivery and application of our innovative new strategy, through which we intend to continue expanding the relationship between our readers and our brands.” 

Swift will report to Abbondante and Chuck Cordray, VP and general manager of Hearst Magazines Digital Media.

Hearst Magazines publishes close to 200 editions worldwide and operates 18 Web sites and nine mobile sites. Key titles include Cosmopolitan, Esquire, Good Housekeeping and Seventeen. Last year, Hearst Digital undertook an aggressive growth strategy, acquiring the eCrush Network, Kaboodle.com and RealAge.com.

Hearst representatives declined comment on this story.

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