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June 27, 2010

Trib Total Media has restructured its operations leadership to diversify revenue sources and respond more effectively to the changing media industry.

The company, which publishes the Tribune-Review, has divided the position of operations cheif into three jobs, effective last Monday. All three executives are based on the North Shore and report to President Ralph Martin.

Jennifer Bertetto, 34, was named chief operating officer of sales and marketing. Previously exectuive director of sales and marketing, she has been a sales representative and advertising mangager since joining the company in 1998.

Corporate controller Jennifer Walters, 43, was named chief operating officer of accounting and adminstration. She joined Trib Total Media in 2003 after several years at the Philadelphia Inquirer and will oversee accounting, finance and human resources.

Trish Hooper, 41, was named chief operating officer of manufacturing and distribution. Previously the company's chief operating officer, she has served in various editorial and business capacities since joining the company in 1992.

"These three have made significant contributions to the success of Trib Total Media in the various roles they have held during their time with the company," said Martin.

Trib Total Media reaches about 1 million households through its newspapers, magazines, direct mail and websites. The company has increated circulation and maintained employment at about 1,100 for the past three years, while many other Pennsylvania newspapers have lost circulation and cut staff by at least 15 percent, Martin said.

Daily editions incldue the Pittsburgh Tribune-Review, based on the North Shore; The Tribune-Review in Greensburg; The Valley News Dispatch in Tarentum; The Valley Independent in Monessen; The Leader Times in Kittanning; The Daily Courier in Connellsville; and the McKeesport Daily News.

Newspapers' traditional revenue mix, including at Trib Total Media, had been about 65 percent from advertising and about 35 percent from circulation. The Trib's new mix, however, includes about 20 percent from nontraditional sources, such as the Internet and contract printing.

"We can't make a living just selling the newspaper anymore, and this executive structure meets that need for tomorrow," Martin said.

For instance, the Trib prints and distributes nationally the direct0mail pieces for pizza chain Papa John's International Inc.

Trib Total Media plans to become an outsourcing center for advertising and payroll activities of other media outlets, he said. The company is pursuing production of events for radio and television stations.

"We're trying to set up ourselves to be the 'go-to' guys for outsourcing," said Martin, adding he'd like to push revenue from nontraditional sources to about 40 percent.