Tegna is undertaking a significant restructuring of its television station marketing operations. The company, operating 64 stations across 51 markets, is establishing seven regional marketing hubs. This initiative will unfortunately lead to the elimination of hundreds of local marketing positions.
The reorganization was announced in an internal memo from Chief Operating Officer Lynn Beall. She explained the rationale: “This team will share the same goals as stations – growing audience and revenue,” Beall stated in the memo to staff. “This structure will include regional marketing leaders who will oversee multiple stations and markets.”
The new structure significantly reduces Tegna’s marketing workforce to approximately 50 positions across the seven regional hubs. Employees currently in marketing roles are able to apply for positions within the new structure. The transition period is expected to conclude by mid-January.
The centralized team will manage a wide range of responsibilities: station audience growth, digital marketing, consumer insights, community engagement, commercial production, and strategic initiatives including sponsorships and sports.
Tegna asserts that the goal of this restructuring is to eliminate redundant work and create consistent marketing practices across its stations. This follows a trend of consolidation within the broadcast industry. Meredith Corporation, for example, implemented a similar restructuring in 2020.
While Tegna’s previous attempt at a merger with Standard General failed to gain regulatory approval, the company hasn't announced any new merger or acquisition plans. However, such restructuring efforts often precede such activity.