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While in New York attending Advertising Week with all her blogger buds, Gwyneth Paltrow took a moment to update the Wall Street Journal on the state of Goop, from backstory on the Lisa Gersh hire to what direction the site will take with advertising. As it turns out, Paltrow met Gersh, Goop's new CEO, through trainer Tracy Anderson. Anderson worked with Gersh's daughter, who helped to make the connection between the two. When Gersh approached Paltrow about running Goop, she told the Journal that she was floored by the offer.
Even though Gersh will be in charge of the business end of things, Paltrow still keeps tabs on some of the site analytics. "I do look at traffic and metrics," Paltrow says. "I don't get too into the minutia but I like to know what issues perform, things like open rates and page performance." She confirmed that Goop will be looking into more advertising on the site, although she's cautious when it comes to sponsored content. "We're starting from a certain base of trust and authority on things like 'what is the best jean or red lipstick?' Paltrow says. "I think that [sponsored content] would be something we'd have to navigate very carefully."
· Gwyneth Paltrow Obsesses Over Web Traffic Too But Isn't Sure About Native Ads [WSJ]
· Goop Names New CEO, Announces Plans For a Private Label [Racked]
· Trainer Tracy Anderson On Workout Beauty, Fitness Myths [Racked]