November 5, 2007, 12:00 AM

Former publishing exec assumes CEO post at search engine ShopWiki

Rory Cumming, who led online marketing at publisher Rodale Inc., will oversee shopping search engine ShopWiki’s international expansion, ShopWiki says.

Rory Cumming, who led online marketing at magazine and book publisher Rodale Inc., has been appointed CEO of shopping search engine ShopWiki, where he will lead the company’s planned international expansion, ShopWiki says. He succeeds co-founder Kevin Ryan, who remains as co-chairman.

Cumming will be responsible for driving the expansion of ShopWiki`s search engine web crawling technology in international markets, including the U.K., France and Australia, and for developing business partnerships and driving traffic growth to, where shoppers can search and navigate by product category and brand names to find products available at multiple online retailers. also lets visitors generate and load content about products to share with other visitors in a “wiki” environment.

"We`re thrilled to have Rory lead ShopWiki into its next stage of growth," Ryan says. "His extensive background in interactive marketing provides him the in-depth understanding of this growing sector." ShopWiki also plans to expand its marketing department, the company says.

ShopWiki, which already operates internationally, plans to begin crawling and indexing operations in Australia while increasing its existing operations in the U.K. and other foreign markets, vice president of marketing Jim Keating says. Outside the U.S. ShopWiki operates under the QuickShop brand name because it doesn’t necessarily want to offer a wiki component in each market, Keating adds. “We want to customize our sites to each market,” he says. “If wikis don’t do well in Australia, we won’t do them.”

ShopWiki currently crawls and indexes products from more than 235,000 online retailers, amassing a base of more than 240 million products, the company says.

At Rodale, Cumming led the online marketing efforts responsible for doubling the publisher’s online advertising revenue and increasing by 250% ad revenue generated through e-mail newsletters, ShopWiki says.

Prior to Rodale, Cumming served in senior management roles at Publishers Clearing House and Columbia House Co.

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