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Warner Bros. Discovery ad sales chief Jon Steinlauf to depart
A career shaping advertising strategies
Jon Steinlauf, a seasoned veteran in the advertising industry, will be stepping down from his role at Warner Bros. Discovery later this year. Steinlauf, who has played a pivotal role in overseeing ad sales since the company’s inception in 2022, has a rich history that includes working with a slew of iconic brands under the Scripps Networks umbrella.
In a statement by Bruce Campbell, the company’s chief revenue and strategy officer, it was noted, “We are very grateful for all Jon has done for us. Though we support his personal desire to explore new avenues, his presence will undoubtedly be missed.” Steinlauf will remain in his role until a suitable successor is found, ensuring a smooth transition for the company.
Innovator in the advertising field
During his tenure, Steinlauf became known for his innovative approach to advertising. At both the Warner TV division, previously known as Turner, and at Scripps before its acquisition by Discovery, Steinlauf developed a reputation as a thoughtful and academic advertiser. He was adept at creating non-traditional advertising packages that spanned a broad media portfolio.
One remarkable effort included curating commercial packages within top-tier programs. These offerings weren’t limited to lifestyle shows from Discovery outlets like Food Network and TLC but also included sports properties, movies on TNT and TBS, and major events on CNN. His vision brought a new dimension to advertising, blending diverse content into cohesive and appealing packages for advertisers.
Challenging years and strategic shifts
However, the recent years have presented Steinlauf with significant challenges. Warner Bros. Discovery CEO David Zaslav’s demands for new ad volumes to mitigate the massive debt resulting from the merger of Discovery and Warner networks created an uphill battle. The pressure to deliver made securing additional commitments from TV sponsors increasingly complex.
In 2022, during the industry’s “upfront” market discussions, Warner Bros. Discovery warned potential advertisers that failing to increase their usual volume commitments would result in losing access to premium content like sports programming or HGTV inventory. This aggressive stance, while aimed at generating higher revenues, sometimes drove media buyers to invest more in Warner Bros. Discovery’s competitors, impacting the company’s share of ad dollars.
A reflective look at ad market performance
In the second quarter, Warner Bros. Discovery experienced a 10% decline in ad sales across its TV networks. This reduction was attributed to a 13% drop in linear audiences and a generally “soft advertising market” in the U.S. This downturn underscores the broader struggles within the linear TV advertising landscape and highlights the need for adaptable strategies amid evolving viewer habits.
Future leadership and potential candidates
As the company embarks on the search for a new ad sales leader, numerous candidates are being considered from both internal and external sources. One internally favored candidate is Ryan Gould, who currently oversees digital ad sales and has been instrumental in promoting the ad-supported tier of the Max streaming service. Gould and his team have been pivotal in driving the company’s digital advertising efforts, making him a strong contender for the role.
Steinlauf’s team, which includes industry veterans like Marybeth Strobel, Greg Regis, and Jon Diament, will continue to uphold their key responsibilities. Diament, in particular, is recognized for his deep connections in sports advertising, bringing significant expertise to the table.
A legacy of dedication and innovation
Reflecting on his extensive tenure, Steinlauf shared, “I have had the privilege of representing this great portfolio of brands for the last 32 years — at Turner, Scripps, Discovery, and now at WBD. I’m grateful for the opportunities that David Zaslav, Bruce Campbell, and other leaders have given to me. This is the right time to begin a new chapter both personally and professionally.”
Steinlauf reminisced about his early years at ESPN and the transformative evolution of the cable industry. His journey highlights a storied career filled with challenging yet rewarding experiences. “I have had the good fortune to always work with, and for, the best companies, brands, and people,” he remarked, expressing pride and gratitude for the ad sales team’s collective achievements.
Steinlauf’s departure marks the end of an era for Warner Bros. Discovery’s ad sales division. His innovative spirit and strategic acumen will leave an enduring legacy, fostering a foundation for future growth and evolution in the dynamic landscape of media advertising.
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