• by Erik Sass , Staff Writer, September 25, 2015

Consumer Reports, is undergoing a strategic realignment that will significantly expand its digital capabilities with the goal of increasing its reach and influence. The realignment includes reorganization at the executive level as well as investments in new technology.

On the organizational front, CR is consolidating all technology operations under vice president for digital Jason Fox, who joined CR in April after previously serving as global head of product at Reuters.

Pete DiRenzo is joining the company as chief technology officer; DiRenzo previously served as director of digital operations and technology at Re/code, and has also worked for eBay, Time Inc., Wenner Media and Conde Nast. CR is also promoting Andrew Danyluk to chief enterprise systems officer, with responsibility for overhauling CR’s IT infrastructure.

CR also plans to appoint a CMO, who will oversee several existing departments, part of a broader shift away from its previous “product-centric” approach to a more “consumer-centric” vision.

Like other print magazine publishers, Consumer Reports has seen circulation at its flagship print magazine decline in recent years, from 4.5 million in 2007 to around 4 million currently. According to an article by media watcher Jim Romenesko, subscription revenues fell from $98 million in 2008 to around $88 million in 2012, while newsstand revenues fell from $7.9 million to $4.5 million over the same period.

However, the pub has pursued a digital turnaround strategy, including pushing digital subs, which have contributed the majority of its subscription revenue since 2011.

The company also shuttered two smaller publications, ShopSmart and Money Advisor, in order to focus on its core mission, embodied in the CR magazine and digital properties.