The Weather Channel’s Kenny and Weather Underground’s Steremberg Talk, Um, Weather (Video)
When David Kenny took over as CEO of the Weather Channel in January, it was seen as an unusual move for the longtime digital advertising exec.
But he appears to have taken the job by storm — I just had to make that pun — with some significant advertising hires at the biggest online weather site in the U.S., which also has a big cable television presence.
(The Weather Channel is owned as a private entity, including Comcast, Bain Capital and the Blackstone Group.)
And, perhaps most important so far, Kenny also purchased one of the Weather Channel’s biggest rivals, Weather Underground.
Weather Underground — which is a kind of sassier sibling of the more buttoned-up Weather Channel — has actually been independent for almost two decades, having started off as a project at the University of Michigan.
And, despite the purchase, it will continue to operate as its own brand, under the guidance of its longtime leader, Alan Steremberg.
I interviewed Kenny and Steremberg at Weather Underground’s China Basin HQ in San Francisco about the merger of the two top weather brands and key trends of where weather is headed online.
Think mobile, think global, think weather sensors everywhere, think increased mapping integration, and you have the right forecast.
Here’s the video: