In 2004, Tamara Conniff became the first female and youngest-ever executive editor at Billboard, and led its first major redesign since the 1960s, by Daniel Stark and Stark Design. During her tenure, Billboard newsstand sales jumped 10%, ad pages climbed 22%, and conference registrations rose 76%.[33] In 2005, Billboard expanded its editorial outside the music industry into other areas of digital and mobile entertainment.