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Times Appoints Execs To Oversee Pay Wall

nytimescom.jpgIn advance of its introduction of a pay wall on its Web site next year, The New York Times has restructured the jobs of a handful of executives today. These vice presidents, which include Paul Smurl, Eliot Pierce and Nick Ascheim, will oversee the creation and implementation of the Times metered pay wall model, set to debut in 2011.

Smurl, currently a VP of advertising, has been appointed to the newly created position of VP of paid products. Pierce, VP of operations and strategy for, has been named VP of advertising and digital strategy, business development and ad operations. And Ascheim, who’s currently the VP of product management for is taking on the few role of VP of new ventures for the Web site. All three will be reporting to Denise Warren, senior VP and chief advertising officer of The New York Times Media Group and general manager of the

In addition, Ira Silberstein, who currently overseeing classifieds, is being named VP of product management and classifieds for and VP of digital production for the site Rob Larson is becoming VP of search products.

Full release, explaining what all these new titles actually mean, after the jump

Previously: Pay Wall: Media CEOs, Editors And Bloggers Weigh In

The New York Times Announces A Series Of Staff Changes At

NEW YORK, Jan. 29, 2010 — The New York Times announced today a series of staff changes, effective immediately, at, following the announcement that The Times will be implementing a metered model for the Web site in 2011.

“These staff changes will enable us to successfully develop and implement the metered model while we continue to drive our advertising business aggressively forward,” said Denise Warren, senior vice president and chief advertising officer, The New York Times Media Group and general manager, “As we focus on the year ahead, we are putting the right people in the right places to achieve our long-term goals.”

Paul Smurl, vice president, advertising, has been named to a newly-created role of vice president, paid products, where he will be responsible for the implementation and financial performance of the metered model. After the build-out phase, Mr. Smurl will be responsible for growing paid products into significant businesses. Additionally, he will have revenue responsibility for crossword subscriptions and mobile game products. He will report to Ms. Warren.

Eliot Pierce, vice president, operations and strategy,, becomes vice president, advertising and digital strategy, business development and ad operations, Mr. Pierce adds advertising planning and digital ad operations to his portfolio. He will continue to oversee digital strategy and business development for the Web site. Mr. Pierce will continue to report to Ms. Warren.

Nick Ascheim, vice president, product management,, has been named to the newly-created role of vice president, new ventures,, where he will extend The Times’s reach into different products, services and platforms, including new video opportunities. He will now report to Ms. Warren.

Ira Silberstein, vice president, classified products, becomes vice president, product management and classifieds, Mr. Silberstein will now oversee the product management group, in addition to the classified team. Mr. Silberstein will continue to report to Marc Frons, chief technology officer, digital operations.

Rob Larson, vice president, digital production,, has been named vice president, search products,, where he will focus on The Times’s emerging Open Topic platform and semantic Web initiative. He will continue to manage The New York Times Index, Times Online Services and The Times’s Digital Archive Distribution relationships. He will continue to report to Mr. Frons.

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