Don Reis, who had been VP-multimedia sales for ESPN, was named to the new post of VP-West Coast advertising sales. He will report to Michael Rooney, who worked with Mr. Reis at ESPN before he moved over to become the first Dow Jones chief revenue officer in May; the region's separate print and digital sales forces will now both report to Mr. Reis.
Many advertisers and their media agencies may still separate their print, web and other media efforts into silos, but the Journal is trying to make the most of those thinking more holistically, according to Mr. Rooney.
"It's an evolution," he said. "We are an organization of specialists by medium at the sales-representative level, supported by generalists at the management level. If you're an agency who operates traditionally and your online is purchased by another agency or in another location, we can serve you. If you want to work across the different platforms, we now have a structure that can work with you."
U.S. print ad revenue at the Journal declined 6.8% in the second quarter, while ad revenue at The Wall Street Journal Digital Network, which includes the Journal Online as well as Barrons.com and other Dow Jones properties, rose by 2.7%. The Bancroft family, which controls Dow Jones, is considering selling the company to Mr. Murdoch for $5 billion.