Weitzner quickly restructures Ziff Davis Enterprise management

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B-to-b media veteran Steve Weitzner took charge as chairman-CEO of Ziff Davis Enterprise in January and quickly implemented a management restructuring.

Weitzner, who was CEO of CMP from September 2005 through November 2007, said job one is to boost cross-marketing opportunities among all of ZDE's properties. These include Baseline, CIO Insight and eWeek, which have a total combined circulation of 575,000.

"CIO Insight is strategy, Baseline is implementation and eWeek is real-time tweaks once the strategy has been implemented," Weitzner said. "That's how our content flows—whether in print, online or live events."

The portfolio also includes ZDE's Web Buyer's Guides, online network Developer Shed, ZD live events (about 300 events annually) and a database of 4.5 million IT professionals.

ZDE, a former division of Ziff Davis Media, was acquired in August by private equity company Insight Venture Partners for about $150 million. Weitzner succeeded Sloan Seymour, who is now working with Insight.

Weitzner's aim is to have ZDE's revenue evenly divided among branded advertising, both in print and online; demand generation, such as white papers, directories and e-seminars; and live events.

Under the restructuring, Tom Rousseau, who had been working in the ZDE sales department, was named president of sales. Rousseau previously worked at both IDG Corp. and CMP. Jeff Smith was named chief audience officer, and Adam Taff was appointed senior VP-operations. Both Smith and Taff had been working as in-house consultants at ZDE since the company was acquired. Dave Colford was named senior VP-global alignment solutions.

"The world today as it relates to [b-to-b media] content has to have a different creative bent in terms of distribution," said Jay MacDonald, a managing director at media investment bank DeSilva & Phillips.

"[Weitzner] has got to re-energize the brands, restore faith in the advertising community and take content and make it relevant not only to print pages but events, and online and other vehicles. He sounds like he has the right background to make it happen, though it's going to be a challenge."

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