Guy Griggs, currently the vice president of national sales for New York Times Co., is making a significant move to Warner Bros. Discovery’s CNN. He will be joining the media conglomerate later this month as the new senior vice president of ad sales and client partnerships. This transition aims to strengthen CNN’s presence in the advertising market as they prepare to launch a suite of new digital products while maintaining their flagship linear cable outlet’s competitiveness.
Griggs will begin his new role reporting to Ryan Gould and Bobby Voltaggio, who lead Warner’s overall ad-sales efforts. The company’s decision to hire an executive dedicated to sales tied to CNN was announced in March, highlighting the importance of this strategic move.
Having spent nearly a decade at The New York Times, Griggs brings a wealth of experience to his new position. During his time at The Times, he managed the national advertising sales business and held various leadership roles. His expertise includes overseeing revenue for agencies like HelloSociety and Fake Love, both acquired by Times Co., and leading sales across major verticals such as media, auto, tech, and finance.
CNN is facing challenges as media companies navigate the shift of audiences from traditional TV to streaming video. Despite this, Warner relies on the revenue generated by CNN’s linear network to support its operations, even amidst projections of declining subscribers and ad revenue. Estimates suggest that CNN’s ad revenue is expected to decrease to nearly $499.2 million, down from $563.9 million in 2024. The network’s economic outlook for the upcoming year is also expected to decline, with estimates falling below 2023 figures.
To address these challenges, CNN has been exploring a digital pivot strategy, focusing on attracting consumers to subscribe to new products rooted in broadband-based video or niche interests. The unit is set to launch two new streaming products, including a weather-news app, in the near future.
Griggs’ new role may involve taking on responsibilities previously held by Greg Regis, a key member of Jon Steinlauf’s team who oversaw Warner Bros. Discovery’s U.S. advertising sales. Regis recently announced his departure from the company, paving the way for Griggs to step into this crucial position.
As Griggs prepares to embark on this new chapter at CNN, his extensive experience and strategic insights are poised to make a significant impact on CNN’s advertising and client partnerships. This move comes at a pivotal time for the media landscape, with digital innovation and audience engagement taking center stage in shaping the future of news broadcasting.
