• by David Goetzl , June 19, 2008

Martha Stewart Living has tapped a former Yahoo executive for a key sales post. Orlando Reece becomes vice president, broadcast sales. The company's most prominent outlet is Martha Stewart's syndicated daytime show.

Reece has been a top executive in sales strategy at Yahoo since 2006. MSLO, the Martha Stewart parent entity, said not only will he head sales for broadcast, but "will build holistic integrated programs for clients, a key focus of MSLO's advertising sales teams."

Before Yahoo, he had a long run at ABC, where he was a vice president at Disney ABC Unlimited, the sales arm that looked to craft multitiered, cross-business deals across multiple Disney and ABC properties--perhaps a key enticement for MSLO.

MSLO executive vice president of media sales, Jacki Kelley, said Reece had a strong "track record bringing together integrated programs for clients, which is very much a priority for MSLO. His relationships and understanding of the broadcast marketplace and its constant evolution will be an asset as we continue to innovate across all platforms."

Before ABC, Reece was at MTV Networks, a training ground for many top sales executives now at other networks.

He started as an NBC page.

In addition to Stewart's daily show, she has two PBS shows and a Sirius satellite radio show.