Kara Swisher

Recent Posts by Kara Swisher

Microsoft Exec Sprints Over to Spot Runner


An interesting move with MSN exec Joanne Bradford heading over to the Internet-based ad agency Spot Runner, which helps companies create ads for radio and television.

She will be executive vice president of National Marketing Services, focused on national advertisers, for the ad-services company. Bradford was a VP and chief media officer of MSN Media Network and had worked at BusinessWeek before that.

One might expect a lot more movement over at Microsoft (MSFT) in its Internet arena, with its bid to acquire Yahoo (YHOO) pending and its execs in flux. Recently, for example, its SVP of the Online Service Group, Steve Berkowitz, whom Bradford reported to, was boxed out, as others have ascended (see my take here).

Things will be a lot simpler for Bradford at the Los Angeles-based Spot Runner, which recently bought Weblistic, a local search listings creator.

The much-hyped start-up has gotten $40 million in funding from investors including Battery Ventures, Index Ventures, WPP, IDG and CBS (CBS).

“I am going back to my entrepreneurial, build-something roots,” said Bradford. “There is such inefficiency in buying and selling of advertising and someone has to solve that, both for big companies and small ones.”

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The problem with the Billionaire Savior phase of the newspaper collapse has always been that billionaires don’t tend to like the kind of authority-questioning journalism that upsets the status quo.

— Ryan Chittum, writing in the Columbia Journalism Review about the promise of Pierre Omidyar’s new media venture with Glenn Greenwald