MSLO Reorgs Ad Sales; Goal Is Knocking Down Print, Digital, Broadcast Silos

Martha Stewart Living Omnimedia (NYSE: MSO) is restructuring its ad sales team to make one person the focal point across all print, broadcast and online marketing efforts. As a result, Group Publisher Sally Preston is being promoted to EVP, Media Sales and Marketing. With her promotion, three veteran MSLO execs are out: Janet Balis, MSLO EVP of Media Sales & Marketing; Orlando Reece, SVP for broadcasting; and Christine Cook, who was highly regarded in interactive circles as SVP for digital, will all leave the company. Although it wasn’t clear at the moment, it’s safe to assume that several other layoffs will issued before the changes to a single ad structure are complete.

Preston joined MSLO in April 2005 as SVP, Publisher of Martha Stewart Living and in August 2008 was named Group Publisher.

The point of the structuring is to knock down the sales walls between the “omnimedia” empire that Martha Stewart runs. All print, digital, TV and radio sales will fall under Preston, who will report directly to MSLO’s Executive Chairman Charles Koppelman.

In a statement, Preston said: “As we prepare to celebrate the 20th anniversary of the launch of Martha Stewart Living magazine, we continue to evolve to address the new realities of what is an ever-changing media landscape. Streamlining our approach will enable us to more efficiently provide our clients with a single point of contact and the best ideas and the best resources across the full range of our media assets.”