Guy Griggs Takes Reins of CNN’s Ad Sales Efforts
Guy Griggs is jumping from one news giant to another.
Griggs, currently vice president of national sales for New York Times Co., will join Warner Bros. Discovery‘s CNN later this month as its new senior vice president of ad sales and client partnerships, a move by the media conglomerate to lend CNN new presence in the advertising market as it seeks to launch a suite of new digital products while trying to keep its flagship product — its linear cable outlet — in the competitive mix.
Griggs will start later this month and report to Ryan Gould and Bobby Voltaggio, who lead Warner’s overall ad-sales efforts. The company said in March that it was looking for an executive to work more closely on sales tied to CNN.
Griggs has worked for nearly a decade at The New York Times, where he most recently oversaw and managed the national advertising sales business. Since joining The Times in 2017, Guy held several leadership roles, including Head of Industry for Financial Services and Executive Director across major verticals like media, auto, tech, and finance. His work included leading revenue for HelloSociety and Fake Love — two agencies acquired by Times Co.
CNN faces a host of challenges as media companies grapple with the migration of their audiences from traditional TV to streaming video. And yet, Warner depends on the cash CNN’s flagship linear network throws off to fund its business, even if there will be less of it in months to come. CNN has been projected to lose both subscribers and ad revenue over the next year, according to estimates from Kagan, a research unit of S&P Global Market Intelligence. CNN’s ad revenue is expected to fall to nearly $499.2 million, according to Kagan, compared with $563.9 million in 2024. News networks typically enjoy an economic boost in an election year, but the estimates for CNN would also fall from 2023’s $518.1 million, according to Kagan.
CNN has for months discussed a significant digital pivot, a turn toward getting consumers to subscribe to new products that rise from broadband-based video or are tied to popular niche interests. The unit is expected to debut two new streaming products in weeks to come, including a weather-news app.
Riggs would appear to be picking up some duties previously assigned to Greg Regis, a longtime lieutenant to Jon Steinlauf, who had worked as head of Warner Bros. Discovery’s U.S. advertising sales for several years. Regis’ departure from the company was announced several weeks ago.
