As SVP, Ad Sales for HGTV and DIY Network, Stephens oversees not only ad sales for those linear nets but also ancillary properties such as HGTVRemodels.com and custom programming. And she has become a key part of meeting online revenue goals—never an easy feat with all the digital competition out there. “Donna was a driving force behind the strategy and execution of that achievement,” says SVP, Ad Sales Jon Steinlauf. “She has led our home category ad sales efforts for 10 years and has built one of the industry’s most successful teams.” Says Nicole DeSonier, VP of western region ad sales: “Donna’s willingness to approach things differently has driven HGTV and DIY Network’s tradition of incredible partnership development.” To be sure, a 2013 Beta study ranked HGTV as one of the top networks providing marketing and promo opportunities to clients. Stephens also likes to think outside the box, becoming one of the first execs to see trade shows as a big opportunity for ad sales, with a sojourn to the Consumer Electronics Show with her staff this year resulting in dozens of new sales leads for HGTV and DIY.

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SVOD Slowdown?

Deloitte Global predicts that in 2022, at least 150 million paid subscriptions to SVOD services will be canceled worldwide, with churn rates of up to 30% per market. The churn is a sign of a maturing market

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