• by Erik Sass  @eriksass1, May 5, 2008

Peter Weedfald is returning to Ziff Davis Media to serve as president, a new role for the company, CEO Jason Young announced last week. One of Weedfald's first tasks will be putting Ziff Davis on an even financial keel as it exits a period of bankruptcy. The company declared bankruptcy in March but hopes to return to normal business status as early as June, Young said in a separate statement.

The appointment of Weedfald as president affords Ziff Davis his considerable expertise in digital media, marketing and advertising. Before joining Ziff Davis, he served as senior vice president and chief marketing officer for Circuit City. Previously, he served as senior vice president and chief marketing officer for Samsung Electronics North America, including its U.S.-based consumer electronics division.

At both companies, Weedfald led aggressive expansions of online advertising, contributing to a broader trend: Consumer electronics and computer ad dollars are moving to the Internet.

Now Weedfald must help Ziff Davis confront this reality.

Over the last decade, the tech publisher--whose titles include PC, Baseline, Sync and CIO Insight--has seen its core print business collapse, with circulation and ad spending declining in tandem. Total revenues shrank from $350 million in 2000 to $181 million in 2006, the most recent year for which figures are available. (The decline was due in part to the sale or closure of some properties, including the Enterprise Group, sold last July).

As the print business contracted, online boomed. Prior to declaring bankruptcy, the company seemed to be turning a corner financially. Over the past six years, ZD has been engaged in a tough transition to Web-based publishing and distribution. Although it still publishes a stable of well-known print magazines, many have been reconfigured as adjuncts to primary content distribution via the Internet.

Weedfald is clearly expected to help hasten this transition, as Young indicated: "As Ziff Davis continues to expand its digital footprint, Peter's expertise, passion and team-building leadership will be an immeasurable asset to the entire Ziff Davis family." This is Weedfald's second stint with the company: In the 1980s, he was a senior sales executive.