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	<title>AllThingsD &#187; Ed McKenna</title>
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		  <title>All Things Digital</title>
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		<title>Another Top Exec Gone From FIM, as It Readies a Name and Structure Change</title>
		<link>http://allthingsd.com/20090622/another-top-exec-gone-from-fim-as-it-readies-a-name-and-structure-change/</link>
		<comments>http://allthingsd.com/20090622/another-top-exec-gone-from-fim-as-it-readies-a-name-and-structure-change/#comments</comments>
		<pubDate>Mon, 22 Jun 2009 21:00:58 +0000</pubDate>
		<dc:creator>Kara Swisher</dc:creator>
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		<guid isPermaLink="false">http://kara.allthingsd.com/?p=14816</guid>
		<description><![CDATA[Mike Angus, EVP and General Counsel of Fox Interactive Media, is leaving that job for another in New Corp., as new digital head Jon Miller continues to reshape the division.

Last week, BoomTown reported that FIM CFO Ed McKenna was leaving his post and the company, part of many changes taking place related to News Corp.'s digital properties.

It's all part of a major rejiggering of the News Corp. digital unit, which came into being almost four years ago, although not an elimination of the unit, as has been reported.

More likely, it will likely include a name change--perhaps to the Digital Media Group--as well as a much streamlined organization that gives more autonomy to FIM's Web, online advertising and publishing technology units.]]></description>
			<content:encoded><![CDATA[<p><a href="http://kara.allthingsd.com/files/2009/06/fim.jpg"><img src="http://kara.allthingsd.com/files/2009/06/fim-250x100.jpg" alt="fim" title="fim" width="250" height="100" class="alignright size-medium wp-image-14817" /></a></p>
<p>Mike Angus, EVP and General Counsel of Fox Interactive Media, is departing that job for another in New Corp. (NWS), as new digital head Jon Miller continues to reshape the division.</p>
<p>Last week, <a href="http://kara.allthingsd.com/20090617/myspace-after-the-layoffs-heres-whats-what-and-whats-next/">BoomTown reported that FIM CFO Ed McKenna</a> was leaving his post and also the company, part of many changes taking place related to News Corp.&#8217;s digital properties. (News Corp. owns Dow Jones, which owns this Web site.)</p>
<p>It&#8217;s all part of a major rejiggering of FIM, which came into being almost four years ago, although not an elimination of the unit, as has been reported.</p>
<p>More likely, it will include a name change&#8211;perhaps to the Digital Media Group&#8211;as well as a much streamlined organization that gives more autonomy to FIM&#8217;s Web, online advertising and publishing technology units.</p>
<p>The largest of those Internet sites in FIM is, of course, MySpace.</p>
<p>Since <a href="http://kara.allthingsd.com/20090327/jon-miller-to-news-corp-as-digital-head">Miller arrived in the early spring</a>, he has focused on fixing the troubled, but still huge, social-networking site.</p>
<p>He quickly replaced its co-founder and CEO, Chris DeWolfe, with new managers.</p>
<p>Those execs, <a href="http://kara.allthingsd.com/20090422/former-facebook-exec-van-natta-set-to-take-over-at-myspace-as-founder-dewolfe-steps-down">led by former Facebook exec Owen Van Natta</a>, have done massive layoffs at MySpace recently and are now beginning a major overhaul of its product, which needs to innovate after a fall-off of growth and engagement.</p>
<p>&#8220;In a lot of ways, FIM has become an artificial construct and a lot of the infrastructure it has created should be out in the individual businesses,&#8221; said one person close to the situation. &#8220;So, since it is not really an operating unit, it will be taken down to the minimal size to make it work.&#8221;</p>
<p>That apparently means it does not need a separate CFO or even a general counsel.</p>
<p>Currently, there are about 100 FIM-only employees, mostly in human resources, accounting and legal. Some of those will likely be farmed out to the units they primarily service or be let go if those units decide they do not need the staff.</p>
<p>The original idea of FIM was to create a unit to house most of News Corp.&#8217;s standalone digital units, including MySpace and IGN videogame and entertainment sites, and to have common financial, legal and even ad sales execs to serve them.</p>
<p>The concept is that they all had tech, legal, policy and synergistic reasons for being together.</p>
<p>Said a <a href="http://www.newscorp.com/news/news_250.html">News Corp. press release from July 2005</a>, which announced both the Angus and McKenna hires:</p>
<p>&#8220;News Corporation today announced the formation of Fox Interactive Media (FIM), a new unit that will leverage the strength of Fox’s distinctive entertainment, news and sports brands across the Internet to offer a richer online experience to its millions of users.&#8221;</p>
<p>That construct, said many people I interviewed inside and outside News Corp., was built to accommodate a much larger unit, with additional large acquisitions after the MySpace one.</p>
<p>Those never happened, although News Corp. was in many such talks with giants such as Yahoo (YHOO), Time Warner (TWX) online unit AOL and Microsoft (MSFT) about trading assets.</p>
<p>&#8220;Over time, FIM became more like a shadow government,&#8221; said one person familiar with the situation. &#8220;Now, it makes sense for the properties to govern themselves, with a lot less meddling and let them rise and fall on their own.&#8221;</p>
<p>Many News Corp. sources point to the success of premium video service Hulu, which is run as a joint venture with GE (GE) unit NBC Universal, as being managed relatively autonomously by experienced Internet execs with less corporate involvement.</p>
<p>The result has been a popular and fast-growing site, which has gotten kudos for its innovative consumer offering (although it is still working on finding a highly lucrative business model).</p>
<p>Does that mean that some units, such as MySpace, could even be spun out again?</p>
<p>Doubtful for now, said several sources, but still a possibility.</p>
<p>In any case, the idea of a corporate layer over corporate units within a larger corporation does seem less than fleet in the faster-moving Web 2.0 world.</p>
<p>As to the new name of the unit, besides the chief digital officer title, Miller also was given the title of chairman and CEO of the newly created News Digital Media group.</p>
<p>Therefore, several sources said that the units could be under a simpler and lighter Digital Media Group umbrella.</p>
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		<title>MySpace: After the Layoffs, Here&#039;s What&#039;s What and What&#039;s Next</title>
		<link>http://allthingsd.com/20090617/myspace-after-the-layoffs-heres-whats-what-and-whats-next/</link>
		<comments>http://allthingsd.com/20090617/myspace-after-the-layoffs-heres-whats-what-and-whats-next/#comments</comments>
		<pubDate>Wed, 17 Jun 2009 12:30:13 +0000</pubDate>
		<dc:creator>Kara Swisher</dc:creator>
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		<guid isPermaLink="false">http://kara.allthingsd.com/?p=14631</guid>
		<description><![CDATA[Now what?

The party-all-night social-networking site that has been MySpace so far got a massive morning-after shock yesterday when 30 percent of its workforce was laid off.

And today, MySpace, which is still 1,000-strong, has to face the cold, harsh light of day in the aftermath of the restructuring and get busy quickly figuring out a way to reinvigorate a brand that has suffered after a stunning rocket of a start many years ago.

So, based on many sources I have spoken to over the last week, here's a rundown of the next steps MySpace will likely be taking and who'll be making them.]]></description>
			<content:encoded><![CDATA[<p><a href="http://kara.allthingsd.com/files/2009/06/now-what-wecansolveit-gorejpg.jpeg"><img src="http://kara.allthingsd.com/files/2009/06/now-what-wecansolveit-gorejpg.jpeg" alt="now-what-wecansolveit-gorejpg" title="now-what-wecansolveit-gorejpg" width="289" height="229" class="alignright size-full wp-image-14669" /></a></p>
<p><em>Now what?</em></p>
<p>The party-all-night social-networking site that has been MySpace so far got a massive morning-after shock yesterday when <a href="http://digitaldaily.allthingsd.com/20090616/myspace-a-place-for-layoffs/">30 percent of its workforce&#8211;or 420 employees&#8211;was laid off</a>.</p>
<p>And today, MySpace, which is still 1,000-strong, and its leaders have to face the cold, harsh light of day in the aftermath of the restructuring and get busy quickly figuring out a way to reinvigorate a brand that has suffered after a stunning rocket of a start many years ago.</p>
<p>That&#8217;s especially true since a report also just came out by market research outfit comScore (SCOR) showing that Facebook has surpassed MySpace in the key U.S. market as the top social-networking site.</p>
<p>So, based on many sources I have spoken to over the last week, here&#8217;s a rundown of the next steps MySpace will likely be taking and who&#8217;ll be making them.</p>
<p><strong>MORE LAYOFFS?</strong></p>
<p>“Simply put, our staffing levels were bloated and hindered our ability to be an efficient and nimble team-oriented company,” said <a href="http://kara.allthingsd.com/20090424/van-natta-confirmed-as-ceo-of-myspace-the-full-press-release/">new CEO Owen Van Natta</a> in a statement about the layoffs.</p>
<p>What he did not say was that cost-cutting via layoffs is almost always the first move in a turnaround.</p>
<p>These cuts have actually been long in coming, but it&#8217;s promising that they finally happened so quickly after Van Natta&#8211;along with <a href="http://kara.allthingsd.com/20090427/back-to-school-new-myspace-ceo-van-natta-starts-today-and-joined-by-former-aol-exec-jones-as-coo/">COO Michael Jones</a> and <a href="http://kara.allthingsd.com/20090427/myspace-musical-chairs-jason-hirschhorn-also-in-at-myspace-as-chief-product-officer/">Chief Product Officer Jason Hirschhorn</a>&#8211;were brought in by News Corp. (NWS) digital head Jon Miller to replace co-founder and CEO Chris DeWolfe.</p>
<p>(News Corp. owns MySpace, as well as Dow Jones, which owns this site.)</p>
<p><a href="http://kara.allthingsd.com/files/2009/06/layoff.jpeg"><img src="http://kara.allthingsd.com/files/2009/06/layoff.jpeg" alt="layoff" title="layoff" width="224" height="224" class="alignleft size-full wp-image-14661" /></a></p>
<p>&#8220;The layoffs were a total reset,&#8221; said one source, who noted that unless MySpace&#8217;s advertising business falls off a cliff, which it is unlikely to do in the short term, more cuts in the U.S. will not be needed for now. That might not be true internationally, where MySpace has not performed as strongly.</p>
<p>At this point, MySpace is now about the same size as chief rival Facebook&#8217;s staff, which has been growing much more quickly (you can see my <a href="http://kara.allthingsd.com/20090615/kara-tours-the-new-facebook-hq-and-gets-ripped-the-uncut-video/">video tour of its new Silicon Valley HQ here</a>).</p>
<p>Except for not making the move to new offices in Los Angeles, the Beverly Hills, Calif.-based MySpace is also not going to be closing offices elsewhere, as has been reported, most especially its San Francisco one.</p>
<p>In fact, Van Natta is traveling to visit all of them, his memo said, over the next several days.</p>
<p><strong>LEADERSHIP</strong></p>
<p>Despite the large number of layoffs and the departure of DeWolfe, most expect there to be very little change in the top ranks of MySpace leadership for the time being.</p>
<p>While Jeff Berman, MySpace&#8217;s president of sales and marketing, has been rumored to be on the bubble, multiple sources said he would be staying in his job.</p>
<p>He&#8217;ll continue to be aided by Angela Courtin, SVP of marketing, who is well-regarded.</p>
<p><a href="http://kara.allthingsd.com/files/2009/06/281x211jpg.jpeg"><img src="http://kara.allthingsd.com/files/2009/06/281x211jpg.jpeg" alt="281x211jpg" title="281x211jpg" width="281" height="211" class="alignright size-full wp-image-14662" /></a></p>
<p>The same is true of the other major question mark, co-founder Tom Anderson (pictured here), who has held the president title at the company and was in charge of its products.</p>
<p>Anderson does not have a new title yet and will no longer be in a key operational role, but many sources said his historical knowledge and his tight relationship with the MySpace community make it important that he remain at the company.</p>
<p>&#8220;Tom is clearly in touch with what has made MySpace special,&#8221; said one source. &#8220;And it is important that he remain to keep the culture alive.&#8221;</p>
<p>Also staying for now is Tom Andrus, who has been SVP of product management under Anderson and is now reporting to Hirschhorn. While initially upset by being supplanted so quickly by new execs, most sources told me that he is a solid and well-liked exec.</p>
<p>The same is said of Jason Oberfest, SVP of business development, who is also staying. So too, CTO Aber Whitcomb, whom many thought would be leaving.</p>
<p>The only major exec departure I could confirm was Fox Interactive Media CFO Ed McKenna, who was in charge of MySpace too. Sources said will be leaving the company as his function gets consolidated into higher corporate units at News Corp.</p>
<p><strong>PRODUCT REHAUL</strong></p>
<p>Lastly, most noted that MySpace cannot cut its way back to health, which is why sources said its execs are now beginning to engage in a major overhaul of the product itself.</p>
<p>While leadership had considered bringing in a separate new skunkworks-type team to do that, it has been decided that the current staff&#8211;helped by some outside consultants&#8211;will be doing a top-to-bottom redo of MySpace.</p>
<p>MySpace could use it. As you can see from the charts below from a poll that we did for the seventh <strong>D: All Things Digital</strong> conference recently&#8211;and where Walt Mossberg and I interviewed Van Natta and Miller onstage (see the <a href="http://d7.allthingsd.com/20090527/jon-miller-and-owen-van-natta/">highlights video below</a>)&#8211;it has a lot to fix, including reengaging users, improving technology and differentiating itself from Facebook.</p>
<p>And, in fact, carving itself out as a different product than Facebook is one major aim because the offerings&#8211;while both are social networks&#8211;are quite different in approach. Facebook has evolved into more of a utility, while MySpace has made better inroads as an entertainment hub.</p>
<p><a href="http://kara.allthingsd.com/files/2009/06/myspace.png"><img src="http://kara.allthingsd.com/files/2009/06/myspace.png" alt="myspace" title="myspace" width="215" height="56" class="alignleft size-full wp-image-14665" /></a></p>
<p>Whatever changes are made, most sources note that MySpace needs to try to remain true to its original frisky and fun start-up core, while innovating a next-generation product and continuing to goose its advertising business.</p>
<p>That also includes starting up renegotiations with Google (GOOG) about its search-advertising partnership, talks that are just getting started now (more on that soon).</p>
<p>Most of all, said one person, pointing to the long and painfully public struggle at Yahoo (YHOO), leadership has to stop the focus on MySpace being broken as soon as possible.</p>
<p>&#8220;MySpace needed to be shaken up, but it is still a very powerful brand and has huge traffic,&#8221; said the source. &#8220;Its management has to project a sense inside and outside that it is not only fixable, but also can lead again.&#8221;</p>
<p>As with Yahoo, Time Warner (TWX) online unit AOL and many others before it, that&#8217;s no easy task for MySpace, starting today.</p>
<p>In any case, here&#8217;s the highlights video of the Miller/Van Natta interview at <strong>D7</strong>:</p>
<p><div class="video-wsj"><object width="640" height="360"><param name="movie" value="http://s.wsj.net/media/swf/microPlayer.swf"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><param name="flashvars" value="videoGUID=61B9DB5C-F080-41E1-9AFC-DA0360234006&playerid=4001&plyMediaEnabled=1&configURL=http://m.wsj.net/video-players/&autoStart=false" base="http://s.wsj.net/media/swf/"name="microflashPlayer"></param><embed src="http://s.wsj.net/media/swf/microPlayer.swf" bgcolor="#FFFFFF" flashVars="videoGUID={61B9DB5C-F080-41E1-9AFC-DA0360234006}&playerid=4001&plyMediaEnabled=1&configURL=http://m.wsj.net/video-players/&autoStart=false" base="http://s.wsj.net/media/swf/" name="microflashPlayer" width="640" height="360" seamlesstabbing="false" type="application/x-shockwave-flash" swLiveConnect="true" pluginspage="http://www.macromedia.com/shockwave/download/index.cgi?P1_Prod_Version=ShockwaveFlash"></embed><br />[ See post to watch video ]</div></object></p>
<p>And here are three not-so-upbeat poll charts about MySpace and how users think about it (click on them to make them larger):</p>
<p><a href="http://kara.allthingsd.com/files/2009/06/552197210_zdkar-mjpg.jpeg" rel="lightbox[14631]"><img src="http://kara.allthingsd.com/files/2009/06/552197210_zdkar-mjpg-250x140.jpg" alt="552197210_zdkar-mjpg" title="552197210_zdkar-mjpg" width="250" height="140" class="aligncenter size-medium wp-image-14640" /></a></p>
<p><a href="http://kara.allthingsd.com/files/2009/06/552197196_wpvc4-mjpg.jpeg" rel="lightbox[14631]"><img src="http://kara.allthingsd.com/files/2009/06/552197196_wpvc4-mjpg-250x140.jpg" alt="552197196_wpvc4-mjpg" title="552197196_wpvc4-mjpg" width="250" height="140" class="aligncenter size-medium wp-image-14643" /></a></p>
<p><a href="http://kara.allthingsd.com/files/2009/06/552197234_oeweo-mjpg.jpeg" rel="lightbox[14631]"><img src="http://kara.allthingsd.com/files/2009/06/552197234_oeweo-mjpg-250x140.jpg" alt="552197234_oeweo-mjpg" title="552197234_oeweo-mjpg" width="250" height="140" class="aligncenter size-medium wp-image-14642" /></a></p>
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