Thoughts On Selling the WWW.

Digital First Restructures To Drive Digital Sales.

Posted by Dan Vigil on December 2, 2011

Digital First Media which operates Media News Group and Journal Register Company announced some key changes in their organizational structure which will allow the group to drive digital revenue. In addition to a number of appointments on the editorial and production side, the new structure includes a streamlined sales structure which will allow the company to bring digital products to market faster.

The new sales structure includes a team of 5 Regional Ad VP’s and 6 Regional Directors reporting up to an EVP of Sales and SVP of Local Digital Sales. There were also some key appointments in the area of National Sales and Extended Audience Sales.

With over 800 products in 18 states, the focus on Local Digital Sales is the most exciting part of the move. While most newspapers have been focused on driving local digital, it’s been challenging to keep up with all of the new products and competitors that have entered the marketplace.   The restructure will allow Digital First to move quickly in the local space by streamlining product deployment and sales execution.

The company is also moving quickly to execute on some key local revenue opportunities which they’ve identified across all markets.  Digital First will begin rolling out the first set of initiatives next week which include social, local and mobile advertising solutions for SMB’s.

It’s refreshing to see that the days of the interactive product blitz are over at Media News Group. As we’ve stated before It will take common digital metrics, products,and accountability to fully integrate digital into legacy sales teams and this new structure from Digital First is a step in the right direction.


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