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[IMGCAP(1)]NEW YORK CITY-A major restructuring has been revealed by the Incisive Media Real Estate Group, publisher of Real Estate Forum, the RealShare conference series and four regional real estate magazines in addition to GlobeSt.com. The move is actually part of a larger strategy that the firm began months ago, with the appointments of Michael Desiato to group vice president and John Salustri to editorial director.

A new round of promotions completes the strategic reorganization, along with a realignment of operational departments that maximizes resources. The people named to new positions are Sule Aygoren Carranza, formerly managing editor of Real Estate Forum, who now becomes editor of the publication, and associate editor Danielle Douglas, who becomes managing editor. On the sales side, Daniel Ceniceros, VP of regional publications and associate publisher for Real Estate Southern California, has been named vice president, strategic development. Scott Thompson, who was creative services director, is now director, integrated marketing & audience development. In his new position, he will head the RealShare Conference Series.

“There is a choice every business must make in a downturn,” says Desiato. “Either you are a deer in the headlights…frozen, or you seize the opportunity to grow. For us, this is an opportunity to grow and to continue the work we started prior to the meltdown. We believe that the structure we designed back then will position us aggressively for when the market recovers.”

[IMGCAP(2)]In the past few months, the editorial department was reorganized to focus on content areas and how best to deliver its news and analysis to the real estate group’s national audience of industry professionals. “The emphasis on delivery uncouples the editors–content strategists, really–from a single focus on print or web to serve our readers better and in a variety of formats,” says Salustri. “Our mission is to get our information to our readership as quickly and efficiently as possible–whether that delivery system is a magazine, our website or one of our conferences.”

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

In his new role, Ceniceros will be responsible for strategic planning for all new products, forging new business relationships and cultivating integrated sales programs.

[IMGCAP(3)]On the editorial side, the promotions of Aygoren Carranza and Douglas reflect their market understanding and journalistic integrity. “Both have shown a willingness to take on new challenges and an understanding of the importance of having a presence in the marketplace,” says Salustri.

In the conference realm, Thompson, who has played a key role in the development, branding, coordination and implementation of the RealShare Conference Series, will be leading a team of conference producers and circulation personnel. As part of this team, Alexa Faulkner–manager of reprints and custom publishing–will also coordinate all marketing efforts.

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 all products. To complete the integration efforts, the RealShare and editorial teams will join forces to strategize on conference content.

“The announcements we have made complete a strategic reorganization that began months ago,” says Desiato. “It was designed to maximize our human and product resources in a merger of talent and process efficiencies that reflects the path being followed by truly forward-thinking media companies. These strategies are not focused on the near term as much as they are focused on our long-term future growth.”

Incisive Media’s other real estate publications are: Real Estate New York, Real Estate New Jersey, and Real Estate Florida.

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