• by Erik Sass , Staff Writer @eriksass1, July 13, 2016

Time Inc. underwent another sweeping reorganization this week, as CEO Joe Ripp revealed a new corporate structure, including a more centralized advertising sales structure. The goal is to make it easier for major clients to launch multichannel campaigns, leveraging the publisher’s growing digital platforms in addition to its legacy print properties.

Among the changes unveiled by Ripp, all advertising sales are being brought under the control of Mark Ford, in the role of Chief Revenue Officer, global advertising. Ford will oversee three main divisions, covering category sales spanning all Time Inc.’s titles, a division devoted to brand sales and a digital division supporting both the category and brand sales divisions.

The new structure represents a significant departure from the previous structure, in which ad sales teams were focused on individual titles.

Additionally, all Time Inc. brands will come under the purview of Rich Battista, serving as EVP for Time. Inc. and president for brands, with responsibility for extending brands into new business areas like events. Battista will continue to lead People, Entertainment Weekly and Sports Illustrated.

Time Inc. Digital president Jen Wong is taking on responsibility for its new content studio, The Foundry.

On the editorial side, Fortune editor Alan Murray is taking on a new role as Time Inc.’s chief content officer, replacing Norman Pearlstine, who will continue to serve as vice-chairman. In the statement announcing Murray’s appointment, Ripp said Murray will “lead our editorial efforts to grow audiences in every format and on every platform, with particular emphasis on mobile, social and video.”

Before joining Fortune in July 2014, Murray was president of the Pew Research Center and also served as deputy editor of The Wall Street Journal.

The reorganization hasn’t been painless. Earlier this week, Time Inc. announced that it will be laying off staffers from HelloGiggles, the women’s lifestyle site cofounded by Zooey Deschanel.

Back in February, Time Inc. reorganized its advertising sales and marketing structure with three new, industry-specific divisions focused on the automotive, pharmaceuticals, and technology and telecommunications categories.