Phase2Media Eliminates 40 Positions in Sales Force Realignment

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Internet advertising firm Phase2Media said is realigning its sales and marketing team into one unit, resulting in a reduction of 40 positions, or about 30 percent of its workforce.


"The advertising industry is reaffirming tried and true advertising principles online and choosing top media brands to sell their brands," Richy Glassberg, Phase2Media's chairman/CEO, said in a statement. He said that since the beginning of the year, about 72 percent of the New York-based company's new business has come from traditional companies.


The company said that the reduction will come primarily through the elimination of its telephone sales team that focused on dot-com business and its related administrative and support areas. Phase2Media said the realignment will enable it to better serve traditional advertisers and agencies that are increasingly turning to online advertising.


"We have a lot of direct business from dot-com companies," said Cathy O'Brien, a company spokeswoman. "But agencies are taking over that role now. Unfortunately, that sales team just isn't integral to our operation anymore."


Glassberg said Phase2Media "had no choice but to realign" its sales force to reflect the current conditions in the marketplace.


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