National Geographic combined its media properties into a Global Media Group earlier this week.
The formation of the new group is part of National Geographic’s strategy to improve coordination between editorial teams and enhance its digital content offerings. The Global Media group includes the company’s magazine, book publishing, television, film, music, radio, digital media and maps arms.
“All of our analysis tells us that audiences will continue to embrace our brand and our work, and want it in an array of formats and delivery platforms,” stated Tim Kelly, president/CEO of the Global Media group. “While our groups have always worked collaboratively, restructuring into this kind of alignment will make us even more agile and able to take advantage of synergies. We see a world of opportunity.”
While the company already cross-sells ads across media platforms, Kelly said the formation of the group will provide greater cross-sell opportunities.
Kelly, president and CEO of National Geographic Ventures, will retain his duties there while serving as president of Global Media. He has worked at National Geographic for more than 25 years. In his new position, Kelly will continue to report to John Fahey, president and CEO of the National Geographic Society.
John Q. Griffin, EVP of the National Geographic Society and president of the magazine Group will join Kelly as part of the Global Media leadership team. Nina Hoffman, EVP of the Society and president of National Geographic Book Publishing will also work with the Global Media group.
The National Geographic Society, based in Washington, is one of the world’s largest non-profit organizations for science and education. Its flagship magazine, National Geographic, claims a monthly readership of more than 300 million people worldwide.