Variety: A+E Networks Launches Digital Division, Plans History .com Overhaul

Story from Variety:

A+E Networks, the Disney-Hearst joint venture that is better known for its cable networks than for its new-media expertise, said it would launch a new A+E Digital division aimed at diversifying its business and amplifying its digital presence.

Ann McGowan, a media executive with experience at Dow Jones & Co. and NBCUniversal, has been named general manager of digital platforms, and will lead the new effort., She will report to Juliana Stock, the company’s chief digital officer and chief marketing officer. A+E Digital encompasses dedicated brand sites, YouTube channels, SVOD platforms including A&E Crime Central, History Vault and Lifetime Movie Club, short form video creation, editorial newsletters and dozens of social handles across Instagram, X, Facebook and TikTok.

“A+E is an innovative creator of distinct content that permeates the entire multiplatform media ecosystem and I could not have more confidence in Ann’s ability to lead our digital vision alongside our talented team,” said Stock, in a prepared statement. “Her expertise in digital innovation and strategic leadership will be instrumental in advancing our efforts to continue to grow audience engagement, streamline operations, and deliver high-quality experiences that resonate with viewers and advertising partners alike. This effort represents another exciting step for A+E, to meeting viewers wherever and however they are consuming content and addressing the needs of our audiences and partners, all while growing our reach, relevance, and revenue.”

The new division’s first initiative aims to beef up content tied to History .com. The revamped outlet will feature an expanded “This Day in History: section, fresh articles connecting history to current trends, and next-day streaming of series from the company’s History Channel. A+E plans to sell new advertising packages tied to the content.

The new efforts are unveiled after a recent memo from Hearst’s CEO, Steve Swartz, indicated that A+E faces challenges amid shifts in the media sector. “It was a tough year for our newspaper and magazine groups and our A+E Networks partnership with The Walt Disney Company, as the advertising market got much more competitive and such sectoral shifts as cord cutting, losses in search-related traffic and competition from generative AI led to lower profits,” he wrote.

A+E said its focus on the new digital division would include new efforts aimed at personalization, community building, and creating innovative opportunities for advertisers to connect with audiences.

Before joining A+E Networks, McGowan served as senior vice president of new ventures at Dow Jones, where she spearheaded strategies that expanded audio and video operations. She also held senior leadership roles at NBCUniversal, where she oversaw digital strategies for entertainment programming. While working for Showtime Networks, McGowan developed its first direct-to-consumer strategy. McGowan’s career also includes roles at Lucent Technologies and Chase Manhattan Bank.