Bradford tapped MSN Web guru


Microsoft has promoted its top ad sales executive, Joanne Bradford, to lead the company's MSN Web portal.

Bradford was named corporate vp at Microsoft and chief media officer at MSN, where she will run the site's marketing, business development and branded entertainment ventures. She will continue to report to Steve Berkowitz, senior vp online services group at MSN.

Chris Dobson, vp international ad sales, will take over Bradford's global ad sales duties.

"The changes taking place in my organization are designed to deliver the best experience for our customers," Berkowitz said in a statement, noting that none of the recent adjustments represent a shift in the division's overall strategy or goals. "We remain focused on creating an ecosystem around software plus services that provides customers with great, personalized, relevant and entertaining experiences."

The changes come as Microsoft and other Internet players attempt to take advantage of the growth of advertising on the Web.

MSN has been steadily increasing its programming through original broadband content, which offers numerous opportunities for advertisers. Through its MSN Originals initiative, the company brokered a deal with Reveille -- the company behind such NBC series as "The Biggest Loser" and "The Office" -- for Internet content. It also has aired Web shows like "Fan Club: Reality Baseball," which follows a minor-league baseball team.