Jim Lanzone: Keeping the Eye Focused on the Web

CBS Interactive president reboots websites and greatly increases traffic and reach

By George Winslow -- Broadcasting & Cable, 8/20/2012 12:01:00 AM

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CBSi’s size as a profitable top-10 Internet property, and its global reach (which includes the No. 1 tech, fashion and auto sites in China), would easily elevate the division’s president, Jim Lanzone, to a top spot on any roster of global digital prominence. But Lanzone has also been making some additional power moves of his own.

Since taking the top job at CBSi in 2011 after CBS acquired his startup, Clicker, Lanzone has overseen the launch of redesigned Web and mobile sites for most of the media giant’s properties and has accelerated a push into social media, mobile and original content.

In the social media arena, where CBS.com recently launched the platform CBS Connect, the results have been particularly remarkable. CBS now has more than 167 million Facebook and Twitter followers; 15%-20% of CBS.com’s traffic now comes from social media referrals, which has helped the site maintain its status as the top TV network website. “The launch of CBS Connect has been directly responsible for our online traffic growing the way it has,” Lanzone says.

CBS’ approach to digital business models is also notable. While most of the other networks have moved to TV Everywhere models, CBS has not made its content available on Hulu or rushed to cut TV Everywhere deals with operators.

“We believe very strongly that when it comes to the advertising side of the business, owning the content ourselves, hosting it on our own properties and engaging our consumers directly [is vital, and is] why our traffic is growing and [why] there has been so much advertiser demand,” Lanzone says.