After two years in the digital pure-play world, Amie Deutch is returning to magazine media.
Specifically, Deutch has been named executive vice president and publisher of Mental Floss, the title's president and co-founder, Will Pearson, announced today.
The announcement follows former publisher Molly Bechert's departure, in April, to become The Washington Post's global sales director, midwest.
Deutch arrives at Mental Floss from TastingTable.com, where she spent about two years as publisher. Prior to that, she spent six years as an associate publisher for Fast Company, and has held similar roles at FHM and Elle Decor.
"I'm so excited to be joining the team to help usher in even more positive growth for the Mental Floss brand, the audience, and the partners," said Deutch in a prepared statement. "This truly is a unique moment for the brand, and I'm delighted to be a part of the team."
It's been a good year for Mental Floss, especially on the digital side. Averaging more than 20 million unique visitors each month, the brand has more than doubled its digital traffic since 2015, according to the company, which also publishes The Week.
Video partnerships will likely become a major focus for Deutch moving forward. Mental Floss plans to invest heavily in expanding its video team later this year, according to a release, and the company has already produced video content sponsored by major national brands such as Dos Equis and Geico.
Last year, the brand's December "Mental Floss 500" issue featured a sponsored takeover by Toyota, spanning full-page ads, numerous vertical strips, integrated native content, and a concurrent digital sponsorship.