Time Inc. has named Nathan Lump to take the place of retiring Editor-in-Chief Nancy Novogrod at Travel + Leisure.

Lump was most recently Director of Branded Content at Conde Nast, but he has a long history with the title and with travel. He spent six years at Travel + Leisure, last serving as Features Director. He also worked at Conde Nast Traveler as Digital Director and at T: The New York Times Style Magazine.

“There is an opportunity here to redefine what a travel brand can be,” Lump told Skift following his appointment.

Lump’s mix of digital and print background will come in useful at the title, which has a good track record of balancing the two based on the collaboration between the outgoing Editor-in-Chief and the magazine’s Executive Digital Editor Rich Beatty. “We want to continue to make sure we are nurturing print and we are paying attention to what we can do in digital to make it more relevant to a wide variety of readers,” Lump said.

“I really believe that travelers are looking for authoritative guidance. Less can be more when we are talking about travel.”

“We couldn’t be more excited to welcome Nathan to lead the undisputed authority in travel journalism,” said Evelyn Webster, Executive Vice President, in a statement. “Nathan’s deep digital knowledge and vast editorial expertise make him the ideal choice to further Travel + Leisure’s stature as a powerful multi-platform brand serving customers in print, digital, mobile, video, and events.”

Norman Pearlstine, Chief Content Officer, said in the same release: “Nathan also has a great respect for and understanding of this deeply informed and intelligent brand.”

According to Time, the magazine is up seven percent in ad pages, year-to-date.

Lump’s title will be Editor, reflecting the editorial structure at Time Inc., which purchased Travel + Leisure from American Express in September. He begins the new role on September 8.

Photo Credit: New Travel + Leisure Editor Nathan Lump. Time Inc.