Mashable Lays Off Top Editors in Push for Video

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Pete Cashmore

Turner led a $15 million investment into the digital publisher last week as part of a larger TV development partnership.

Mashable has laid off a number of top editors as it pivots to focus on video development and production.

Among those departing from the company are executive editor and chief content officer Jim Roberts and chief revenue officer Seth Rogin, according to Mashable founder Pete Cashmore, who wrote it in a memo to his staff that he subsequently posted on LinkedIn Thursday morning.

The company is not disclosing how many employees were let go, but a source tells The Hollywood Reporter that several editors whose teams covered news, politics and business were part of the cuts.

The layoffs come a week after Mashable secured a $15 million investment led by Turner that was part of a larger TV and online development partnership. As part of the deal, TBS and TNT president Kevin Reilly joined the Mashable board.

In his memo to the staff, Cashmore said that the layoffs are part of the company's realignment to focus on video. "We are now equally adept at telling stories in text and video, and those stories now live on social networks, over-the-top services and TV," he wrote. "Our ads live there too, with branded content now at the center of our ad offering. To reflect these changes, we must organize our teams in a different way."

Cashmore wrote that Mashable must "talk in a singular voice wherever our brand appears. It requires us to use data to respond to the needs of our audience. And it means that our ads must travel with our content."

To enact its new strategy, Mashable has tapped former editor Greg Gittrich as chief content officer. "Greg is a true multi-platform editor," noted Cashmore. Funny or Die and Turner Broadcasting veteran Ed Wise has also joined the company as CFO, and Cashmore explained that his job "will be to connect big brand advertisers with our phenomenal branded content teams."

The 11-year-old company has been making a significant push into video over the last year, announcing a deal with NBCUniversal's Bravo cable network during South by Southwest that will see the companies collaborate on several short-form web series.