Real Estate Forum, the RealShare conference seriesand four regional real estate magazines in addition to GlobeSt.com. Themove is actually part of a larger strategy that the firm beganmonths ago, with the appointments of Michael Desiato to group vicepresident and John Salustri to editorial director.

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A new round of promotions completes the strategicreorganization, along with a realignment of operational departmentsthat maximizes resources. The people named to new positions areSule Aygoren Carranza, formerly managing editor of Real EstateForum, who now becomes editor of the publication, and associateeditor Danielle Douglas, who becomes managing editor. On the salesside, Daniel Ceniceros, VP of regional publications and associatepublisher for Real Estate Southern California, has beennamed vice president, strategic development. Scott Thompson, whowas creative services director, is now director, integratedmarketing & audience development. In his new position, he willhead the RealShare Conference Series.

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"There is a choice every business must make in a downturn," saysDesiato. "Either you are a deer in the headlights…frozen, or youseize the opportunity to grow. For us, this is an opportunity togrow and to continue the work we started prior to the meltdown. Webelieve that the structure we designed back then will position usaggressively for when the market recovers."

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[IMGCAP(2)]In the past few months, the editorial department wasreorganized to focus on content areas and how best to deliver itsnews and analysis to the real estate group's national audience ofindustry professionals. "The emphasis on delivery uncouples theeditors--content strategists, really--from a single focus on printor web to serve our readers better and in a variety of formats,"says Salustri. "Our mission is to get our information to ourreadership as quickly and efficiently as possible--whether thatdelivery system is a magazine, our website or one of ourconferences."

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In this new chapter of the firm's history, the sales departmentis being restructured along similar lines as editorial, with theemphasis on region and sector instead of product. Says Desiato,"This strategy will result in benefits to our revenue stream andassure that all associate publishers are accountable for all print,online or conference products."

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In his new role, Ceniceros will be responsible for strategicplanning for all new products, forging new business relationshipsand cultivating integrated sales programs.

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[IMGCAP(3)]On the editorial side, the promotions of AygorenCarranza and Douglas reflect their market understanding andjournalistic integrity. "Both have shown a willingness to take onnew challenges and an understanding of the importance of having apresence in the marketplace," says Salustri.

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In the conference realm, Thompson, who has played a key role inthe development, branding, coordination and implementation of theRealShare Conference Series, will be leading a team ofconference producers and circulation personnel. As part of thisteam, Alexa Faulkner--manager of reprints and custompublishing--will also coordinate all marketing efforts.

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Thompson will partner with Ceniceros on new product development;assist the sales team in expanding revenues on existing products;and oversee audience development and brand expansion for allproducts. To complete the integration efforts, the RealShare andeditorial teams will join forces to strategize on conferencecontent.

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"The announcements we have made complete a strategicreorganization that began months ago," says Desiato. "It wasdesigned to maximize our human and product resources in a merger oftalent and process efficiencies that reflects the path beingfollowed by truly forward-thinking media companies. Thesestrategies are not focused on the near term as much as they arefocused on our long-term future growth."

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Incisive Media's other real estate publications are:Real EstateNew York, Real Estate NewJersey, and Real EstateFlorida.

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Paul Bubny

Paul Bubny is managing editor of Real Estate Forum and GlobeSt.com. He has been reporting on business since 1988 and on commercial real estate since 2007. He is based at ALM Real Estate Media Group's offices in New York City.