Regarding USA Today's ongoing restructuring to reverse declining advertising sales, Anonymous@4:52 p.m. wrote the following:
Amazingly, yet another tier of senior managers appears to be taking shape at USAT. Mindy Fetterman has just been named Personal Finance vertical manager; Christine Allegro, an ex-AOLer, has been named Personal Technology vertical manager. Victoria Borton, ex-Experian marketer, was named Travel vertical manager a while back.
Presumably, more vertical managers will be appointed with each "content ring" converted into a "vertical."
The chain of command now appears to be that the content ring leaders (remember those 11 or so coveted slots snatched up by oldtimer print deputy managing editors last August?) will report to the new, marketing-focused vertical managers.
The vertical managers, in turn, report to Senior Vice President Heather Frank, another AOL alum. USAT 2011 is starting to look like AOL 2003. This management team is charged with figuring out how to translate USAT's 20 million or so monthly unique visitors into meaningful ad revenue, something USAT has failed to do in six years of trying.
These are the top-down commanders carrying out Publisher Dave Hunke's big bet that USAT can move first and fastest to dominate mobile ads.
All of today's sacrifice is to win at Web Apps, which in terms of ad revenue doesn't even qualify as a fledgling market.
John Hillkirk has called a Jan. 18 staff meeting. Presumably, USAT rank-and-file staffers will be asked to keep sacrificing and put faith in this new management alignment, which is fast starting to look as top-heavy as the old management alignment.
[Updated at 8:34 p.m. ET on Jan. 13. USAT's editorial staffing flow chart in .pdf format. Plus: its content distribution chart.]
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[Image: today's front page, Newseum]