The big ‘New York Post’ digital revamp, close up

Remy Stern and Jesse Angelo. ()
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The New York Post is about to flip the switch on its long awaited web reboot.

Interim Post editor Jesse Angelo revealed in an internal memo obtained by Capital this evening that a "completely revamped nypost.com will be launching next week" with a just-announced staff that includes alumni of Time Inc., Dow Jones, The Wall Street Journal, Gawker, Newsweek, Microsoft and, of course, rival tabloid the Daily News.

"The new website will be a vastly improved experience for our readers - responsive design across all devices, better navigation and search, immersive and fun new features, and much more," Angelo wrote in his memo. "For the editorial team, it will also put an array of new tools at our disposal as we break more news and create great content for the digital world."

Nypost.com 2.0 will incorporate a buzzy business function as well: With the relaunched site, according to Angelo, the Post will debut "an exciting new suite of advertising products" that the money-losing paper hopes will earn it a piece of the custom- and branded-content pie that is becoming an important part of the bottom line for many media companies.

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The Post now has a team called Post Studios, "dedicated to creative custom integrated solutions," and a "branded content capability called Dispatch," Angelo said.

The relaunch caps a long period in which the Post has been seen as a digital failure while competitors have sharpened their skills on the web and mobile devices. The Post is under pressure now to narrow its astronomical losses because its parent company, News Corp., is operating as a standalone publishing entity that no longer enjoys the corporate subsidies of lucrative entertainment brands like 20th Century Fox.

The web relaunch is seen as a key component to that effort.

As Capital reported in an extensive feature last week, it has been overseen by Angelo, a longtime Post lieutenant and former editor of sister News Corp. title The Daily, a costly iPad venture that bit the dust last December. In addition to his role as publisher, Angelo is currently running the newsroom while editor-in-chilef Col Allan is on a temporary assignment within News Corp's Australian publishing division, although many insiders and Post watchers believe Allan will step aside before long and be replaced by Angelo on a permanent basis.

Remy Stern, a former Gawker editor, was hired last April as Angelo's man on the ground "leading the charge on the editorial and product side," as the memo put it.

Until now, Stern has been the only digital recruit publicized by the Post, which declined to comment on hiring and resources for Capital's article last week.

A source told Capital over the weekend that the Post has recently been scooping up journalists and other staff members to bolster the web team, "somewhere between a half-dozen and dozen." But the screening and hiring process has been a well-guarded secret and none of the jobs have been posted internally or externally, said the source.

Angelo's memo, which landed a few hours after Capital inquired about one such new hire, announced a handful of them, including:

-Three former Time Inc. employees, like Brad Feldman, who'd worked on integrated marketing and branded solutions for the publisher

-Michael Cascio, who'd previously held a sales leadership role at Gawker Media

-Sandra Baez, who has left her post as a revenue executive at fellow News Corp. property Dow Jones

- Amanda Gomez, previously digital advertising operations manager at The Wall Street Journal, which is part of Dow Jones

-Jon Groat, who'd worked on the multimedia and video sides of Maxim and Newsweek

-Melissa Hart, who's leaving her job at Microsoft to become nypost.com's director of sales and marketing

On the editorial side, Neil Nagraj has been named web editor. He was previously a homepage editor for the News, whose website left the Post in the dust in terms of traffic as it began to expand its staff and content with a national scope. Mariel Hart has been promoted internally as Nagraj 's deputy.

"Together with Remy, they have been busy hiring new producer/reporters to bolster our already excellent team," wrote Angelo.

He also made sure not to leave out his absentee boss.

"As Col and I have said many times over the last year, our future is very bright – we have one of the best brands in the news business, and a fantastic, talented and dedicated staff," wrote Angelo. "We are now building the products and capability to match our passion."

You can read the full memo below:

All,

I’m very happy to announce that the completely revamped nypost.com will be launching next week. The new website will be a vastly improved experience for our readers - responsive design across all devices, better navigation and search, immersive and fun new features, and much more.

For the editorial team, it will also put an array of new tools at our disposal as we break more news and create great content for the digital world.

On the business side, the site features an exciting new suite of advertising products and resources for our brand partners. This includes Post Studios, our new team dedicated to creative custom integrated solutions, and our branded content capability, called Dispatch.

A huge thanks to Remy Stern for leading the charge on the editorial and product side, though there are many others on both the editorial and business side who played critical roles.

I would also like to take this opportunity to introduce and welcome a number of new senior members of The Post team:

Brad Feldman, Vice President and Head of Post Studios. He joins from Time, Inc. where he was Executive Director, Integrated Marketing, Branded Solutions and Development Director, Time, Inc. Studios.

Michael Cascio, Vice President of National Sales. He joins from social advertising platform 140 Proof, where he was Senior Vice President of Strategy. He previously had sales leadership roles at Gawker Media and College Humor.

Sandra Baez, Vice President of Advertising Strategy, Product and Operations. She joins the Post from Dow Jones where she was Vice President of Revenue Operations and Yield Management.

Michael Mustillo, Director of Consumer Marketing. Michael served in a number of marketing roles at Time, Inc., most recently as New Business Marketing Director.

Tory Shobe, Creative Director of Post Studios. She was previously a freelance art director for Time, Inc.

Nick Fesinstine & Robert Cave joined Post Studios as Interactive Designers.

Jon Groat, Director of Video Programing. Previously, he was Director of Video at Maxim Magazine and Director of Multimedia at Newsweek.

Jeremy Schneider, Director of Analytics, previously from OMD, where he was Associate Director of Digital Analytics.

Amanda Gomez, Manager of Advertising Operations. She was previously Digital Advertising Operations Manager at the Wall Street Journal.

Melissa Hart, Director of Sales and Marketing, joining us from Microsoft, will start in early September.

Neil Nagraj, Web Editor. He was previously Homepage Editor for the Daily News. Mariel Hart has also been promoted to Deputy Web Editor.Together with Remy, they have been busy hiring new producer/reporters to bolster our already excellent team.

I want to thank you all for your hard work and commitment over these past few months of transition. As Col and I have said many times over the last year, our future is very bright – we have one of the best brands in the news business, and a fantastic, talented and dedicated staff. We are now building the products and capability to match our passion.

Onward and upward,

Jesse