Conde’ Nast a prominent name in the publishing sector, has been bringing out an assortment of very popular magazines to readers for more than half a century. Recently, there has been some restructuring going on in Conde’ Nast, particularly in the marketing and content delivery aspects. The purpose of it, is to adapt to the new times, i.e. the digital age. As more and more people are preferring online access to news and reviews, online presence has become mandatory for any successful publication.

The Conde’ Nast team had built individual websites for magazines quite a while ago. The print team was and still is in charge of the content on the website. In a move to further unify publication operations and empower individual publications, the responsibility of ad management on the website have been transferred from Conde’ Nast Digital (division) to the magazine’s print teams. This means that individual magazines would be able to align digital ad sales with the respective magazine’s overall strategy. This also means a shuffle and redesign of jobs in the corporate side. The Wall Street Journal reports:

The reorganization will redefine the roles of several key executives at Conde Nast Digital, which has been stripped of some of its key functions. Conde Nast Digital president Sarah Chubb will take a more corporate role and be responsible for “developing and implementing the corporate digital growth strategy,” according to a memo from Conde Nast Chief Executive Chuck Townsend. Ms. Chubb also will work on expanding Conde Nast’s digital portfolio through start-ups and acquisitions, according to Mr. Townsend.

Drew Schutte, currently senior vice president and chief revenue officer for Conde Nast Digital, will become executive vice president and chief integration officer for Conde Nast Media Group, serving as the liaison between the magazines and the Lou Cona, Conde Nast’s chief marketing officer.

News and Magazine Publications are trying to figure out the implications of technology on their business and are consequently adapting to them. New York Times are investing in projects to find better solutions to monetize news. To keep up with market trends Conde’ Nast have researched the consumer behavior of iPad users towards their magazines. The Publications sector is going through a transformational era, and companies that do not change with changing times tend to move towards their end. Seems like Conde’ Nast is not one of them, but is well prepared for the digital transformation.