Eyeing digital growth, New York Post names new president

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The New York Post has added a digital strategist from its parent company to the paper's executive ranks while announcing a new milestone for the recently redesigned nypost.com and its sister site, pagesix.com.

Publisher Jesse Angelo told staff in a Friday afternoon memo obtained by Capital that David Brinker has been named president of the New York Post, "in recognition of his incredible hard work and contribution to our business."

According to the memo, Brinker, who'd worked with Angelo on News Corp's failed tablet publication, The Daily, "will retain his title of Senior Vice President/Head of Corporate and Business Development at NewsCorp, and will continue the excellent work he does there for Chief Technology Officer Paul Cheesbrough and the rest of the team."

Elsewhere in his note, Angelo touted the tabloid's December web numbers from the digital measurement firm comScore.

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"[It] was a record month for nypost.com and pagesix.com," he noted. "Thanks to everybody’s hard work, we saw 14.4m unique users across desktop and mobile for the month - up from the previous record of 12.1m. Our new sites and our new way of thinking are paying dividends. Keep it up!"

The paper's web traffic will be of interest to anyone who's been curious about the growth of nypost.com since its much-needed makeover five months ago.

As we reported last summer, nypost.com's unique monthly visitor total was hovering just under 7 million shortly before the Sept. 5 reboot. A rep for comScore said that the previous total reflected desktop users only, and that it's unclear if it factored in any traffic being redirected from pagesix.com, which has since been relaunched as a landing page for the tabloid's legendary gossip franchise.

The Post is banking on digital growth as it scrambles to narrow its famously prodigious losses within the new corporate structure of News Corp., which its no longer cushioned by lucrative film and television assetts. In addition to the recent web facelift, the Post has reduced its newsroom headcount through buyouts and layoffs and created a content studio that is focusing on branded buys and native advertising.

Angelo's memo also noted the addition of three vice presidents to the Post's executive committee: Ariscielle Novicio-Ablan, VP of technology; Michael Cascio, VP of National Advertising; and Sandra Baez, VP of Advertising Product, Strategy and Operations.

(Ed. note: This item was updated from an earlier version to include comScore's response to Capital's request for clarification on the nypost.com data.)