Massive Reorg at Media General | Adweek Massive Reorg at Media General | Adweek
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Massive Reorg at Media General

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NEW YORK Maybe a sweeping reorganization can help Media General get its groove back. On Monday, the newspaper and TV owner announced it would reorganize its local assets into five geographic regions, discarding the traditional organization that grouped businesses by its three media segments, publishing, broadcast and interactive media.

In addition to the five geographic regions, Virginia/Tennessee, Florida, mid-South, North Carolina and Ohio/Rhode Island, Media General will have a sixth business segment, interactive advertising services, which will encompass Blockdot, DealTaker.com and NetInformer.

The new organization, affecting 24 daily newspapers, 19 TV stations and more than 250 weekly papers, will go into effect in early July.

"The consumer in the marketplace is indifferent as to how he gets his information," said Marshall Morton, president and CEO, in a video presentation on the company's Web site. "We found the approach we're using today never took advantage of the fact that we have three product strengths."

The new structure would follow the model of its Florida properties where, for example, The Tampa Tribune, NBC affiliate WFLA-TV and the Web site TBO.com already share a newsroom and operations.

"In Florida, we've been able to achieve our goal of getting closer to the consumer," said Morton.

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