BtoB makes personnel changes in wake of metered model announcement

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New York—The New York Times announced that Paul Smurl has been named to the newly created position of paid products.

Smurl, previously VP-advertising, will be responsible for the implementation and financial performance of The New York Times’ recently announced “metered model,” which will charge users for access to online content beyond a certain number of free stories.

Additionally, Eliot Pierce, formerly VP-operations and strategy for, is now VP-advertising and digital strategy, business development and ad operations. Nick Ascheim, formerly VP-product management for, has been named to the newly created role of VP-new ventures. Ira Silberstein, formerly VP-classified products, was named VP-product management and classifieds. Rob Larson, formerly VP-digital production, has been named VP-search products.

“These staff changes will enable us to successfully develop and implement the metered model while we continue to drive our advertising business aggressively forward,” Denise Warren, general manager of, said in a statement.

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