Updated, 11:27 a.m. PT
Former Conde Nast executive Jessica Perry has joined the National Journal as its digital vice president and general manager.
Perry will oversee the Washington, D.C.-based publication’s digital operations, focusing on audience engagement, content and business partnerships -- and, above all, monetizing its digital content.
The Journal already has a partnership with CBS for the 2012 election, with the two sides sharing a reporting team to cover the race. They also co-hosted a Republican debate.
“In the last year and a half, National Journal has undertaken an ambitious and successful re-launch as a digital-first media organization, preserving its top-quality journalism and insight while dramatically growing its audience and influence," Group President Sareyan said in a statement. "With her remarkable experience at the highest levels and across the spectrum of the digital media business, Jessica Perry will bring National Journal to an entirely new stage of our digital evolution.”
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The National Journal relaunched its website in late 2010 with the intent of emphasizing its digital side over the print side. According to its 2011 annual report, digital advertising grew 53 percent in 2011 after the relaunch while its online audience doubled.
However, as Staci Kramer at PaidContent noted, its subscription efforts have not gone as well. The Journal refuted that characterization, arguing that it is a service for high-level professionals, in particular organizations like law firms, lobbying groups and trade organizations. More than 350 of such organizations have signed up.
The National Journal competes with the likes of Politico and The Hill for eyeballs on the political beat (not to mention the Washington Post, which has a far broader base).
The Journal is owned by Atlantic Media, which also owns the Atlantic Monthly and its robust website.
Perry was most recently vice president of product planning and management for Conde Nast Digital, overseeing the development of web and mobile product initiatives for its suite of magazines.
She has also worked in business development at Dow Jones and Yahoo Finance.