Marscha Krouwel took over the management of Hearst Netherlands from Luc van Os 2 years ago. A lot has changed in that time. A reorganization has been implemented and new revenue models have been developed. How is Hearst doing now and what are the plans for this coming year?
In this podcast, Marscha Krouwel talks to Carolien Vader van Bladedokter about the reorganization and the new corporate direction of Hearst Netherlands. When Krouwel took office as country manager, she had already envisioned the reorganization – as it is now. The decision to divest some titles and expand others was central to this. The viability and future-proofing of brands has been critically examined. Krouwel explains that the focus was mainly on expanding digital propositions.
Reorganization: 7 titles gone
Hearst Netherlands published 20 magazine brands, some of which competed with each other. She tells in the podcast how the choice arose to continue with Harper’s Bazaar, Elle, Cosmopolitan, JAN, Women’s Health and to stop, for example, Glamor and Vogue. She also explains what the plans are for the expansion of the brands. From Harper’s Bazaar’s Business Club, to Runner’s World and Bicycling Digital Course. Media 2022, paywalls will be launched for Quest and Quote.
Marscha Krouwel shares her strategy for the coming years in this episode. The focus at Hearst Netherlands has shifted to expanding digital revenue models. Data analysis and data enrichment play a major role in this. The reader is always put at the center of all these decisions. And that has not done the publisher any harm so far. After a long period of investment, including the acquisition of G+J, the construction of a new head office and the thorough reorganisation, Hearst is again writing black figures. More about the turn around by Hearst can be heard via the podcast.
About Marscha Krouwel
Krouwel has been working for various magazine publishers for 25 years. She started her career as a marketing manager at Audax. She became marketing director at successively Audax, Hachette Filipacchi Media and Hearst. She worked as Publishing Group Director of the Women’s Brands at Hearst Netherlands between 2013 and 2020 and took over from Luc van Os as Country Manager Hearst Netherlands in January 2020.