Digital First Media hires director of audience development

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Digital First Media has hired Dan Petty as its director of audience development, a newly created position. In this role, Petty will identify, oversee and evangelize audience initiatives companywide, including digital audience strategy, distribution, social media, technology and measurement. He will work closely with DFM's top editors and thought leaders from the company's editorial, product and technology, business intelligence, marketing and digital revenue teams. DFM, founded in 2011, serves high-value audiences in their preferred environments and connects advertisers to them.

"This new position supports a strong audience focus for Digital First Media," said Chris Loretto, executive vice president sales and digital, Digital First Media. "The addition of a specific role specializing in driving audience growth across our entire footprint amplifies our commitment to deliver innovative digital content that connects and resonates with audiences."

Prior to joining Digital First Media, Petty spent eight years at The Denver Post in a variety of digital roles, most recently as senior editor. In that position, he was responsible for ensuring The Post's journalism was read, viewed and shared by as many people as possible while maintaining the publication's values. He also trained journalists how to report with mobile devices, use social media in news gathering and content distribution, incorporate SEO to improve reach and measure results using analytics.

"Dan is the perfect fit for this new role," Loretto added. "His forward-thinking approach and digital media experience in various editorial positions will be a major asset to us as he works across the company and with various publishers to enhance digital audience development."

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