Q: Is StepLeader still part of the CBC New Media Group?
A: On May 29, 2012, StepLeader announced that it was spinning-off from parent company CBC New Media Group in support of new opportunities for expansion in the mobile and Smart TV space. Read the announcement
Q: When did the company rebrand to StepLeader?
A: As of March 26, 2012, News Over Wireless (NOW) has officially changed its name to StepLeader. As part of that rebranding initiative, we have also launched a new website at www.stepleaderdigital.com, as well as new Twitter, Facebook and YouTube accounts for the StepLeader brand.
On the same day, we additionally announced that online advertising industry veteran Brian Handly is joining StepLeader as our CEO.
Sam Matheny, who has served as the company’s general manager for the past seven years, will now transition to Capitol Broadcasting Company’s Vice President of Policy and Innovation, where he will still continue to serve in a leadership and advisory role at StepLeader and as an evangelist for the industry as a whole.
Q: Why did you change your name?
A: Our business has expanded beyond just news and wireless. Our new name, StepLeader, was chosen to better position the company for future products, services and opportunities.
Q: Why did you choose the name StepLeader? What does it mean?
A: The new name better reflects the company’s goal of creating positive change, in the form of new opportunities, for its partners. StepLeader is actually a meteorological term. Following is an explanation of the term:
Before lightning can strike storms send out invisible channels, called stepped leaders, through which electrons from the cloud travel. As a stepped leader gets close to the ground, streamers of positive charge rise from terrain. When these connect the result is a return stroke, or lightning.
Q: Who is your new CEO and what is his background?
A: Brian Handly brings more than 14 years of leadership experience in the online advertising industry. He previously served as GM of Microsoft’s Advertiser and Publisher Solutions division.
Prior to his tenure at Microsoft, Brian was co-founder and CEO of Accipiter, which was acquired by aQuantive in December of 2006, followed by the acquisition of aQuantive by Microsoft in 2007.
Q: Why did you hire a new CEO?
A: Today, one of the biggest opportunities for StepLeader’s partners comes in the form of mobile advertising, which is expected to generate more than $2.5 billion in ad spend in 2012 (eMarketer). Brian brings more than 14 years of leadership experience in the online advertising industry. He also has valuable experience working with fast-growing, emerging technology companies like ours.
Q: How do these changes affect company employees?
A: While the management team will now report to Brian Handly, day-to-day operations and/or roles will not change for most employees. Each employee plays a key role in making this rebrand a success, and in creating new growth opportunities for our company and our partners. Hiring plans are already in place, and we are focused on growing this team even further.
Q: How will this affect the company’s partners?
A: Our goal with this rebrand is to create even more opportunities for our partners. We want to reassure partners that we are still supporting all existing products and that we are only changing our name to better reflect our business, which has expanded beyond just news and wireless.
Q: Are you changing the types of products and services you offer?
A: We are continuing to improve our existing products and services, and are committed to introducing even more industry-leading innovations in the future.