Jimmy Hutcheson
 LA Times / Tribune Digital Revenue and Business Development

PROJECTS


 
 LA Times / Tribune Digital Revenue and Business Development

LA Times / Tribune Digital Revenue and Business Development

PROBLEM:

The LA Times / Tribune (Tronc) had a lack of diverse video revenue strategies outside of the traditional digital sales teams.  The opportunities were not strategic and presented too long of a payback period.

SOLUTION:

Report directly to the President of New Ventures at the LA Times/ Tribune.  Create a strategic business plan and revenue road map.  Introduce new, filtered revenue opportunities at the C-Suite / Executive Level.  Clearly define yield optimization techniques for implementation.

RESULT:

7-figure revenue partnerships delivered within 6 months; video partnerships formed with some of the world's largest household name media companies, including video revenue partnerships, as well as paid subscriber and email partnerships.

Bertlesmann-backed "Influencer Commerce" company

Bertlesmann-backed "Influencer Commerce" company

PROBLEM:

Bertelsmann (BDMI) invested in Inked Brands, which helps niche influencers build revenue streams by creating end-to-end ecommerce solutions using proprietary technology.  The need was to define, organize and properly staff the sales and marketing group at this 100-person company.  Inked Brands sought assistance in business development/ revenue generation at scale, strategic introductions to major influencers, and help with media planning and buying initiatives. 

SOLUTION:

Create an organized funnel to systematically filter revenue opportunities and new partnerships with influencers.  Run a process to identify, direct and secure a media buying agency to aide the marketing department in media planning.  Help define OKR's for sales and marketing team.  Make introductions to high-level and established agents, managers, production companies, and other stakeholders in the influencer ecosystem.

RESULT:

Introduced, secured and signed some of the largest Facebook and Instagram influencers in the world which drive revenue to support strategic company growth.  Sold out of multiple products from media buying efforts.  

FOOD NETWORK AUDIENCE EXTENSION

FOOD NETWORK AUDIENCE EXTENSION

PROBLEM:

Food Network (Scripps Networks Interactive) owned a massive library of content that was unseen by many audiences, and had a sales team that continually needed incremental ad inventory to sell against through Scripps' newly-acquired video technology company, Real Gravity.

SOLUTION:

Offer audiences Food Network content through distributed social channel and publishers, and align with strategic initiatives of Food Network parent company by delivering editorial integrations and premium placements that broaden the reach of the content.

RESULT:

Hundreds of millions of content views across multiple platforms over five years were delivered. Hutch Media became first official syndication partner for Food Network, Travel Channel and several other Scripps brands.

Evian's "Baby" Original Video Series

Evian's "Baby" Original Video Series

PROBLEM:

Evian desired to garner more video views on Evian's "Baby" original video series, which featured product placement by Evian.

SOLUTION:

Recruit major social media influencers to natively embed the video on their social channels, write about the video and add proper tags to it.  

RESULT:

Approximately  2 million new video views within 7 days, social exposure and new social mentions with influencers pinning the video to the top of their pages on Facebook.

CONDE NAST VIDEO DISTRIBUTION

CONDE NAST VIDEO DISTRIBUTION

PROBLEM:

Conde Nast's sales team accumulated oversold advertising inventory on their most prestigious brands' web and mobile publications, including Vanity Fair and GQ.

SOLUTION:

Syndicate original, premium Conde Nast video content and pre-roll advertising onto high quality digital publishers, and verify the audience demographics and viewability scores using major third party ad tech verification vendors.

RESULT:

Rumorfix.com, Viralnova.com and dozens of additional Zealot Networks websites and mobile sites drove hundreds of millions of video views each year to these Conde Nast videos.  This provided incremental revenue lift to the Conde Nast sales team and many advertiser renewals from major brands and ad agencies.  The audience demographics reached by these videos were highly desired by Conde Nast advertisers.  The audience delivered was among the top 1% of Moat viewability scores.

SNAKKLE DIGITAL TURNAROUND

SNAKKLE DIGITAL TURNAROUND

PROBLEM:

Digital publisher run by seasoned media executive was losing tens of thousands to hundreds of thousands of dollars each month.

SOLUTION:

Re-evaluate content, brand, monetization, strategy and user acquisition tactics.  Align Snakkle brand with appropriate digital strategies and ad tech players.

RESULT:

In under two months from project launch, Snakkle began to turn a profit and forged meaningful traffic relationships with Huffington Post, Fox and many more, resulting in millions of new visitors reaching the desktop and mobile site each month.

Fried Sushi Media Revenue Optimization

Fried Sushi Media Revenue Optimization

PROBLEM:

Generate a passive revenue stream that utilizes the expertise of a publishing executive and a creative executive from a Fortune 500 company.

SOLUTION:

Acquire undervalued digital publishing assets in various niche topics.  Identify and hire audience development, writing and advertising teams to operate assets efficiently.

RESULT:

75% return on capital investment and optimized media assets for the audiences they served.