New York--Primedia, the parent of Intertec Publishing, announced Thursday the hiring of a second NBC executive this week. Michael Jeffery, currently an executive at NBC Interactive, was named Primedia's VP-new media development, a new position. Earlier this week, Primedia named Lawrence Rutkowski, formerly VP-CFO of business development at NBC, to the post of CFO. Mr. Jeffery helped manage NBC's partnership with Microsoft Corp. in MSNBC.com, and his role at Primedia is to help the traditional media company embrace the Internet. Primedia's recently named chairman-CEO is Tom Rogers, also a former NBC executive.