Mashable Unveils Expanded Editorial Direction

Introduces New Entertainment Section Presented By Samsung Mobile, Launches New Site Navigation

Adam Ostrow Promoted to SVP Content & Executive Editor; Lance Ulanoff Appointed Editor in Chief

Sep 13, 2011, 12:35 ET from Mashable

NEW YORK, Sept. 13, 2011 /PRNewswire/ -- Mashable, a leading source for digital news and culture, announced today a new editorial direction for the website by introducing new sections for Entertainment coverage and US and World news, a redesigned navigation and top editorial appointments. The Entertainment section launch is presented by Samsung Telecommunications America (Samsung Mobile).

"We've spent the last year growing our coverage of entertainment and global events, reporting on how technology and social media are altering these areas of culture and society," said Pete Cashmore, CEO and Founder, Mashable. "We've decided it's the right time to give them a permanent place on our homepage – right next to our trademark social media, business, and technology coverage."

To lead this new editorial direction, Mashable is promoting Adam Ostrow to the position of senior vice president of content and executive editor, and appointing veteran technology journalist Lance Ulanoff to the position of editor in chief.

"We're thrilled to have Lance join us as editor in chief. As we expand our editorial coverage, his leadership and experience will empower our newsroom to cover new ground, while maintaining the unique Mashable perspective that our community values," said Cashmore. "Lance's appointment allows long-time Mashable editorial leader, Adam Ostrow to move into the position of executive editor where he will continue to lead editorial strategy."

Ostrow will continue to lead the editorial side of Mashable's strategic plan. Lance will lead day-to-day editorial direction and coverage, and work closely with Ostrow on editorial strategy.

Ostrow has been editor in chief of Mashable since 2007. Under his direction the site's audience has grown more than tenfold to 15 million unique visitors per month with more than 4 million followers across social media.

Ulanoff brings 25 years of journalistic experience to Mashable. Previously, he was editor in chief of and senior vice president of content for Ziff Davis, where he oversaw content strategy for all of Ziff Davis' websites.

The new homepage navigation has been redesigned to include five main sections, which build upon Mashable's mission of covering technology's growing role in our personal and professional lives. With the navigation redesign, the new content channels on are:

Entertainment: Reporting on how technology is changing the way that entertainment-media (TV, film, music, print and online) is created, marketed and consumed. Mashable Entertainment's launch collaborator, Samsung, is taking advantage of the section's community and coverage opportunities by presenting content around the new Fall TV lineup, as well as this year's Emmy Awards. Mashable's entertainment editor Christina Warren is leading coverage in the new entertainment section.

"We're excited to be part of the launch of the new Entertainment section on Mashable, one of the most influential online media outlets in the world," said Brian Wallace, vice president of strategic marketing for Samsung Mobile. "Samsung's strong global brand and world-class technology solutions are an ideal match with the tremendous global reach and influence our friends at Mashable have achieved."

Social Media: Chronicling how key products and services within the social media space (Facebook, Twitter, YouTube, LinkedIn, Foursquare, etc.) are evolving and how users can get the most out of them.

Tech: Providing news, reviews and forecasts on the hardware, software and services that dictate what's possible in digital. Mashable's San Francisco bureau chief Chris Taylor continues to lead coverage of technology on the site.

Business: Reporting on key companies in the digital space are evolving and how major brands are utilizing social media and technology to advance marketing initiatives, deliver more engaging customer service and create new revenue opportunities. Mashable's business editor Todd Wasserman continues to lead coverage in this section.

US & World: Communicating the role that technology is playing in an increasingly connected world, including current events, politics, social good and culture.

The new navigation also includes the "My Stories" tab from Mashable Follow, bringing personalization to the front of the site for Mashable readers.

Since launching in 2005, Mashable has grown to be one of the most influential online news sites, winning three Webby Awards, growing staff and becoming the largest independent news site reporting on digital culture and technology.

About Mashable

Mashable is the largest independent news source dedicated to covering digital culture, social media and technology. Mashable reports on the importance of digital innovation and how it empowers and inspires people around the world. Mashable's 15 million monthly unique visitors and 4 million social media followers have become one of the most engaged online news communities. Numerous studies and leading publications have declared Mashable the most influential online news outlet and a must-read site. Mashable also syndicates its content to top publications including ABC News, CNN, Metro, USA Today and Yahoo News, amplifying its reach to many millions of additional readers each month.

About Samsung Telecommunications America

Samsung Telecommunications America, LLC, a Dallas-based subsidiary of Samsung Electronics Co., Ltd., researches, develops and markets wireless handsets, wireless infrastructure and other telecommunications products throughout North America. For more information, please visit

Smita Saran (646) 228-8194

SOURCE Mashable