To be expected with News Corp buyout, but this Crain’s story says the shakeup at Dow Jones (NYSE: DJ) already happening, and there are signs that the company is moving back to an integrated yet regional ad sales structure. This comes as former ESPN sales chief Michael Rooney became DJ’s first chief revenue officer, responsible for both print and online sales, and he hired away fellow ESPN veteran Don Reis in July to head up print and online sales on the west coast. The story cites a source saying that the shakeup moves could come within the next few days.

As to what will happen, it is expected that in addition to deemphasizing categories, Rooney could duplicate ESPN model of print and digital integration.