New York Times names paid content team

NEW YORK - The New York Times has made a series of staff changes on its website as part of its move to implement a paid content metered model in 2011.

New York Times names paid content team

The company has named Paul Smurl, vice president, advertising, to the new role of vice president, paid products.

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 Denise Warren, senior vice president and chief advertising officer, The New York Times Media Group

"These staff changes will enable us to successfully develop and implement the metered model while we continue to drive our advertising business aggressively forward. As we focus on the year ahead, we are putting the right people in the right places to achieve our long-term goals," Warren said.

Eliot Pierce, vice president, operations and strategy,, becomes vice president, advertising and digital strategy, business development and ad operations,

He adds advertising planning and digital ad operations to his portfolio and will continue to oversee digital strategy and business development for the NY Times site.

Nick Ascheim, vice president, product management,, has been named to the new role of vice president, new ventures,, where he will extend The Times' reach into different products, services and platforms, including new video opportunities.

Ira Silberstein, vice president, classified products, becomes vice president, product management and classifieds,, and will oversee the product management group, in addition to the classified team.

Rob Larson, vice president, digital production,, has been named vice president, search products,, where he will focus on The Times' emerging Open Topic platform and semantic web initiative.

The New York Times Company announced last week that it was to implement metered paid content model in 2011 after a long period of deliberation.