Guy Griggs Takes Reins of CNN’s Ad Sales Efforts
Guy Griggs is making a significant career move, transitioning from his role as vice president of national sales at New York Times Co. to a new position at Warner Bros. Discovery’s CNN. Griggs will be stepping into the role of senior vice president of ad sales and client partnerships, a strategic move by the media conglomerate to strengthen CNN’s presence in the advertising market. This decision comes as CNN prepares to launch a suite of new digital products while also ensuring the competitiveness of its flagship linear cable outlet.
Starting later this month, Griggs will report to Ryan Gould and Bobby Voltaggio, who head Warner’s overall ad-sales efforts. The company’s search for an executive to focus on sales tied to CNN led to Griggs being selected for this important role.
During his tenure at The New York Times, Griggs held various leadership positions, overseeing the national advertising sales business. His responsibilities included managing revenue for HelloSociety and Fake Love, two agencies acquired by Times Co. Griggs brings a wealth of experience and expertise to his new role at CNN.
CNN is facing challenges as media companies navigate the shift of audiences from traditional TV to streaming video platforms. Despite this shift, Warner relies on the revenue generated by CNN’s linear network to support its operations. However, projections indicate a potential decrease in subscribers and ad revenue for CNN in the coming year. Estimates suggest a decline in ad revenue from $563.9 million in 2024 to $499.2 million, with further decreases projected for the following year.
To address these challenges, CNN is exploring a digital pivot, focusing on developing new products that cater to consumer interests in streaming and niche content. The network is set to launch two new streaming products, including a weather-news app, in the near future.
Griggs’s appointment signals a shift in responsibilities within Warner Bros. Discovery’s advertising sales team, following the departure of Greg Regis, who previously worked alongside Jon Steinlauf as head of U.S. advertising sales. Regis’ departure was announced several weeks ago, paving the way for Griggs to take on a more prominent role within the organization.
As CNN prepares for the future of media consumption, Griggs’s expertise and leadership will play a crucial role in driving the network’s advertising sales and client partnerships forward in an evolving digital landscape.
