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The Daily Beast Launches Red Label; Appoints Top Talent to Move into Lifestyle, Culture Media

Monday, April 25, 2016 - 05:00

NEW YORK, April 25, 2016 /PRNewswire/ -- The Daily Beast, one of the web's fastest growing publishers with 24 percent traffic growth in 2015, today announced the appointment of four senior executives as part of Red Label, a new editorial initiative paired with dedicated business units focused on developing culture-oriented content in areas such as cocktail culture, fashion and design. The Red Label team will be tasked with accelerating the development of new content formats, distribution strategies and monetization models for lifestyle storytelling.

Joining The Daily Beast Red Label are nationally renowned cocktail expert and author of The Art of American Whiskey, Noah Rothbaum, along with Leah Doyle, former head of spirits at Esquire magazine, who will oversee liquor ad strategy and sales. Wendell Brown, former fashion director at Esquire, and Andrew Bowen, who managed ad sales for fashion and retail at Esquire, will also come on board to more deeply align The Daily Beast with its fashion and lifestyle audience.

Red Label contributors will experiment and test new platforms, form factors and approaches for developing and distributing high-quality lifestyle journalism that increasingly attracts The Daily Beast's young, affluent audience.

"With Red Label, we're extending the editorial ethos and commitment to world class reporting The Beast is known for to the entire spectrum of topics our audiences care about," said Mike Dyer, Publisher and President of The Daily Beast. "Red Label gives world-class experts on both the editorial and the business sides the freedom to shape what the next generation of digital journalism looks like."

The launch of Red Label comes on the heels of a growth year for The Daily Beast, which saw record numbers in March 2016 (23.6 million monthly uniques), 24 percent traffic growth year to date in 2015, and 43 percent growth compared to the year prior.

"The Daily Beast now reaches more than a million readers a day and our success is built on delivering quality digital journalism to an audience of cultural influencers," said John Avlon, Editor-in-Chief and Managing Director of The Daily Beast. "We'll extend our commitment to independence, irreverence and intelligence into new lifestyle areas and new form factors with the Red Label team."

In addition to its new executive appointments, Red Label will also work closely with The Daily Beast's video and social departments, focusing on high quality experimentation. The recent launch of Drink Cart, one of the publisher's two Facebook Live video series, hosted by Noah Rothbaum, is one of the initial experiments borne from Red Label.

About The Daily Beast

Reaching more than one million readers a day, The Daily Beast is one of the web's fastest growing publishers dedicated to building a strong and sustainable model for high quality journalism in the digital era. The Daily Beast is an operating business of IAC (NASDAQ: IAC) and part of IAC Publishing, IAC's premium collection of digital publishing brands.

SOURCE The Daily Beast

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