"The news staff of Boston.com is now being fully integrated into our newsroom in terms of reporting," Larkin said, adding: "We've been realizing for quite some time now that we need to become a fully integrated media company. We have multiple platforms, and we realized that this needed to be coordinated under a single roof if it's going to be truly competitive" with other newspapers and online news organizations.

This is something of a shift for the Globe--and indeed the Times Co. itself--Larkin noted, recalling that "in the early days I think a certain degree of autonomy and ability to grow was really important for the paper's online presence." Now, however, competitive pressure and the desire for single Globe "brand" presence have produced a countervailing trend: "It's a little bit of brand issue, but also a recognition that these multiple platforms, much more than in the past, can operate more closely together and still build for the future."

Larkin wouldn't comment on commercial operations, but this plan does call for the relocation of Boston.com sales staffers to the Globe's main headquarters, suggesting that the two operations' advertising strategies will also be aligned. Speaking in general terms, Larkin did say: "We're offering customized solutions where the customer can reach any piece of the market by combining one or more entities"--pointing to "BostonWorks, the Worcester Telegram and Gazette, and our partnerships with the New England Sports Network and Metro Boston."

The move to combine Boston.com's print and online editorial staff is largely the work of Michael Zimbalist, who joined the Times Co. in January 2005 as vice president of research and development operations. The integration also marks Zimbalist's first major initiative since moving to the Times.

Zimbalist is believed to be acting at the behest of Times Co. senior executives who are dissatisfied with the overall performance of the Times Co.'s New England operations, which are the worst-performing of the Times Co.'s regional divisions. In a May revenue report from the Times Co., its New England operation posted an 8 percent drop in ad revenue compared to the same month in 2005.

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