Bustle raids Elle for new editor-in-chief

Bustle Digital Group, where longtime editor-in-chief Kate Ward resigned mid-April, has raided Hearst-owned Elle for its newest EIC, Emma Rosenblum.

She was the No. 2 editor under Nina Garcia on the fashion title.

Bustle CEO Bryan Goldberg — who had previously founded and sold Bleacher Report — for the past year has been snapping up previously high-priced digital properties for bargain prices.

His millennial-women-focused titles could clearly use a traffic boost. Back in April 2018, according to Comscore, the sites that now make up the Bustle Digital Group attracted 45.2 million unique monthly visitors. Through April 2019, the figure had only risen to 46 million.

More worrisome, the flagship Bustle was down 14.8%, from 31,880,000 unique visitors in April 2018 to 27,164,000 by April 2019.

Rosenblum will oversee Bustle, the mom-focused Romper and the general-interest Elite Daily and the Zoe Report, as well as Mic. The latter site was picked up for under $5 million in November after the previous owner laid off the entire staff.

Not included in Rosenblum’s portfolio is Gawker.com, headed by longtime Details editor-in-chief Dan Peres, which BDG picked up for $1.35 million at a bankruptcy auction in July 2018. It has yet to relaunch since founder Nick Denton shut it down in April 2016. BDG hopes for a relaunch in 2019.

Rosenblum could not be reached for comment, but she broke the news via Twitter on Tuesday. “I will so miss working with all my wonderful colleagues at @ELLEmagazine! I’m eternally grateful to the brilliant, hilarious @ninagarcia for being the best editor in chief and for making such a beautiful, smart, necessary magazine.”

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