editor on the verge

Online musings from the newsroom and beyond . . . by Yoni Greenbaum

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About Me

Yoni is a digital media consultant and digital strategist drawing from 20+ years in the media industry to help companies compete and succeed in this lucrative space. He knows just how confusing and difficult the digital media industry can be and as President of Media Vanguards, he helps companies of all sizes develop successful product portfolios and revenue strategies predicated on legitimate fundamentals.

Previously, Yoni was Vice-President and General Manager, Digital at the Philadelphia Media Network, directing all digital initiatives for a $300M publishing company that includes the Philadelphia Inquirer and Daily News. PMN’s core digital product line include Philly.com, a suite of smartphone and tablet apps and niche sites.

While at PMN, Yoni pursued a dynamic approach to monetization — one that was not solely reliant on direct sales. It was a strategy that worked as during his tenure as digital revenue increased, while expenses shrunk.

Yoni developed a least four new revenue streams. Notably, he crafted the strategy for first-in-nation digital tablet and digital subscription program, which has resulted in increased circulation and in new revenue. He also wrote the plan and budget for the Project Liberty Digital Technology Incubator, a first in the country. He conceived and implemented a dynamic paid digital content strategy, including web, nearly a dozen Smartphone and tablet app products.

Yoni created industry-leading daily deals product, Philly Dealyo, which was conceived and launched in just 73 days.

He managed all digital-related contract negotiations and led multiple teams including Business Development, Product Development, Advertising and Product Operations, Analytics, Digital Technology Development and Digital Audience Development.

In addition, Yoni was a member of the NAA’s Digital Advisory Committee.

One of his initial product successes was Philly.com Sports. Yoni oversaw an overhaul of this bedrock channel. Since its re-launch, the channel has experienced increases in revenue and user engagement. It was named a top 10 site by the APSE.

Yoni joined Philly.com, in 2008 as Executive Producer.  He brought a metrics-based approach to managing the site’s Content Team. Working with about a dozen staffers, he grew monthly site traffic from 30M to 70M+ page views. The site was the second fastest growing news and information site in the world from March 09- March 10.

Before joining Philly.com, Yoni worked at Dow Jones Local Media Group where he focused on online content development, distribution and strategy.

Yoni got his introduction to journalism working as an editorial assistant at New York Newsday during its heyday in the ‘80s. He was fortunate to learn from the likes of Jimmy Breslin, Murray Kempton and Sidney Schanberg.

In 1998 Yoni joined the Herald News, a daily newspaper in New Jersey. Under his editorship, the newspaper received the New Jersey Press Association’s General Excellence Award and recognition from the Deadline Club and the Society of Professional Journalists.

In October 2005 he joined the Courier-Post in Cherry Hill, NJ as Metro Editor and was also instrumental in the expansion of the newspaper’s online presence.

Yoni founded Jewish New Jersey, a free weekly newspaper, in July 2006. He served as Executive Editor and was President of its parent company. In addition, Yoni conceived and built JNJ’s online presence.

Yoni has traveled to Israel and Palestine to report on the start of the second Intifada, and also to Poland, to report on the country’s westernization.

DISCLAIMER: The ideas expressed in the blog are mine and mine alone and do not reflect those of my employers (past or present).