McClatchy to ex­pand mar­ket­ing for dig­i­tal rev­enue growth

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McClatchy Co. said it will re­or­ga­nize its cor­po­rate op­er­a­tions in a bid to ex­pand its sales and mar­ket­ing ef­forts and in­te­grate its McClatchy In­ter­ac­tive dig­i­tal hub into the rest of the com­pany. The over­haul is sched­uled for com­ple­tion by June 30. “We be­lieve this move will strengthen our sales and mar­ket­ing teams to ac­cel­er­ate our dig­i­tal rev­enue growth,” said Pat Tala­mantes, pres­i­dent and CEO of McClatchy.

As part of the re­struc­ture, Mark Zieman will ex­pand his role as vice pres­i­dent of op­er­a­tions with over­sight of McClatchy’s 29 lo­cal me­dia prop­er­ties, the cor­po­rate dig­i­tal rev­enue team and the cor­po­rate pro­duc­tion team. In ad­di­tion, Zieman will over­see an ex­panded cor­po­rate ad­ver­tis­ing depart­ment and as­sist lo­cal mar­kets with train­ing, rev­enue growth strate­gies and new sales tools.

Chris­tian A. Hen­dricks, pre­vi­ously vice pres­i­dent of in­ter­ac­tive me­dia, will be­come vice pres­i­dent of prod­ucts, mar­ket­ing and in­no­va­tion. Hen­dricks will over­see au­di­ence devel­op­ment, busi­ness devel­op­ment, prod­uct man­age­ment, mo­bile ini­tia­tives, mar­ket­ing, cor­po­rate com­mu­ni­ca­tions and ex­ter­nal part­ner­ships.

Em­ploy­ees of McClatchy In­ter­ac­tive based in Raleigh, N.C., will be­come part of other com­pany op­er­a­tions, in­clud­ing tech­nol­ogy, fi­nance, dig­i­tal rev­enue devel­op­ment and dig­i­tal news.

“When MI was formed in 1995, we didn’t know what our dig­i­tal fu­ture had in store for us,” Tala­mantes said. “Twenty years later, we are a dig­i­tal me­dia com­pany. (In Jan­uary ) our dig­i­tal prod­ucts had 45.2 mil­lion monthly unique vis­i­tors, with a ma­jor­ity of them com­ing from mo­bile de­vices. Given this vast change, it only makes sense to in­fuse the dig­i­tal ex­per­tise of MI’s tal­ented em­ploy­ees into the rest of the com­pany.”

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