As expected, Dow Jones (NYSE: DJ) has done a major reorg of its ad sales, creating a hybrid force of category experts, media specialists and regional managers with responsibilities across media, reports AdAge. Starting tomorrow, regional sales managers will sell both print and digital for WSJ; the sales reps who report to them will remain specialists in print or digital. The marketing and biz dev department will continue in their expertise in specific advertiser categories. Five staffers’ positions are being eliminated in the move.

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This comes after an earlier exec reorg, and also after former ESPN sales chief Michael Rooney became DJ’s first chief revenue officer. They need all the help: print ad sales at WSJ fell 7 percent in July, even as online grew 24 percent.