Sina Portal to Assign Ad Sales Duties to Operations Staff
Sohu IT, 3/28/13
A number of sources inside Chinese internet company Sina (Nasdaq: SINA) said today that as part of adjustments to its portal business, Sina will require portal channels to be responsible for sales, and will cut down on operations staff by 10% to 15%, varying by portal channel ranking. Some of the more marginal channels will be shut down altogether.
Ad spaces across Sina's website are currently sold by Sina's sales division, but this may change in the near future as sales targets set across the company are shifted to individual portal channels. Sina will internally group channels into three categories: commercial channels, such as the Autos channel, will assume more responsibility for ad sales. General channels, such as the Tech and Finance channels, will assume some responsibilities for sales, while media channels such as Sina News will not assume any responsibility for sales.
The changes will take effect starting in April, and will require operations staff for portal channels to emphasize ad revenues in addition to channel traffic. Rather than serving as front-line sales employees, channel operations staff will have to coordinate with Sina's sales division.
Keywords: online advertising display advertising Internet portal Sina HR
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