OREANDA-NEWS. Time Inc. (NYSE:TIME) today announced important steps that are expected to drive our historic transformation—a transformation that began with the company’s spin-off from Time Warner two years ago.

Time Inc. Chairman and CEO Joe Ripp said: "This new structure allows Time Inc. to unlock and scale innovation while unifying processes and advertising opportunities critical to our future. Our Product, Editorial and Ad Sales leaders will be able to more efficiently work across all brands as One Time Inc. and more easily provide creative solutions to marketers. I am confident that our new structure will enable us to benefit from many new, extraordinary opportunities ahead."

The changes affect three broad groups: Advertising Sales, Editorial and Brand Development.

Advertising Sales—Effective immediately, Time Inc.’s US advertising sales organization will report to Mark Ford, Chief Revenue Officer Global Advertising. The new sales structure will be configured to serve the advertising market in three distinct ways:

• Category Sales—Time Inc. is extending its category approach to include all of its largest partners. This change will make it easier for clients to buy across the company's portfolio and will provide them with 360-degree solutions in native, targeting, live media, etc.

• Brand Sales—The company's powerful brands are the cornerstone of its go-to-market strategy. Time Inc. is creating clusters to efficiently serve endemic/brand advertisers with premium content solutions.

• Digital—Time Inc. is establishing dedicated digital sales teams to provide digital-first clients with scale solutions. They will provide digital expertise and support to Category and Brand Sales.

Time Inc.’s US sales planning, sales marketing and development teams, which previously supported corporate and brand sales, will also move into Ford’s organization.

Time Inc.’s creative studio, The Foundry, will now be led by Jen Wong, President of Time Inc. Digital. Increasingly, CMOs want to speak to their customers in the same way that Time Inc. talks to its audiences. The Foundry, our state-of-the-art creative lab and content studio in Brooklyn’s Industry City, brings the full potential of Time Inc.’s storytelling expertise, editorial know-how and creative spirit to help brands tackle their most demanding marketing challenges. We believe branded content and native advertising solutions present a large-scale opportunity for Time Inc.

Editorial—Alan Murray, editor of Fortune, will succeed Norman Pearlstine as Time Inc.’s Chief Content Officer. All Time Inc. US editors will report to Murray.

Ripp commented: "Under Alan’s leadership, Time Inc. will maintain its commitment to quality journalism and storytelling. At the same time, he will lead our editorial efforts to grow audiences in every format and on every platform, with particular emphasis on mobile, social and video."

Murray will report to Rich Battista on business and editorial matters and to Ripp on matters of editorial independence and journalistic integrity. He will continue to serve as the editor of Fortune until his successor has been named.

Norm Pearlstine will continue to work at Time Inc., reporting to Ripp as Vice Chairman. "Norm returned to Time Inc. soon after I did to work on the spinoff from Time Warner and to help break down historic barriers, enabling editors to collaborate more closely with business-side colleagues," explained Ripp. "With that work largely behind him, in his new position, Norm will focus on international growth opportunities for our brands and content, as well as other projects.”

Brand Development—All of Time Inc.’s US brands will now report to Rich Battista as EVP, Time Inc. and President, Brands. In this role, Battista will be the primary brand steward overseeing brand editorial, development, marketing, public relations, operations and strategy, as well as Time Inc. Video.

Ripp said: "Rich will continue to do the work he started at People, Entertainment Weekly and Sports Illustrated, to transition our brands to become true multimedia, multi-platform businesses and to introduce an entrepreneurial spirit and investment culture into the organization. We believe that if we nurture our brands, they will endure and grow."

Evelyn Webster, who has served Time Inc. as Executive Vice President since 2011, will be leaving the company at the end of August. Evelyn has been a vital member of the Time Inc. team for more than two decades. At Time Inc. UK, she rose through the organization to become CEO. More recently, she led business operations for 20 US brands that reached more than 100 million consumers. "We thank Evelyn for her many contributions and successes throughout her years of service to Time Inc.," added Ripp.