Hasta La Creative!

In the past year Kevin Gentzel has gone from newspapers to digital media and back again.

After hopping from The Washington Post to Yahoo last year, Mr. Gentzel has landed at Gannett as the newspaper company’s chief revenue officer and will report to the company’s president of domestic publishing John Zidich. As Mr. Gentzel did previously as revenue chief at The Washington Post and Forbes, the longtime sales exec is looking to branded content — perhaps better known as advertorials — as a way to boost the traditional media company’s ad revenue since it can longer rely on its more profitable TV business.

Perhaps best known as the publisher of USA Today, Gannett is actually a new company with an old name. Previously Gannett was a TV-and-newspaper company that also owned some digital sites like Cars.com and Careerbuilder. But in late June that company changed its name to Tegna, keeping the TV and digital business and spinning off its newspaper business — including 92 U.S. daily local newspapers such as USA Today, Detroit Free Press and The Des Moines Register — as well as the Gannett name into a new company, which is where Mr. Gentzel now works.

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