The Telegraph Media Group (TMG) issued a bland press release today announcing "key new promotions... as part of its accelerated transformation plan."
But it was easy to read between the lines of the corporate document. Essentially, it means that Jason Seiken, the American imported as the group's chief content officer and editor-in-chief a year ago, is being reassigned to non-editorial duties.
He will keep his title, but the real job of editing will go to Chris Evans who also becomes director of content "with responsibility for output across all platforms, digital and print."
According to the press release, he will report to Seiken. But that sounds like no more than a face-saving exercise.
Anyway, Seiken will surely be too busy with his "additional responsibilities" to worry over much about editorial. Instead, he is to plot TMG's "future strategy and direction" in company with Finbarr Ronayne, the chief financial officer.
In fairness, that could be a proper job because what TMG needs most is a boost to its digital revenues, and Seiken certainly has a track record in that area.
He is credited with transforming the video and mobile fortunes of America's PBS by providing it with a successful mobile and web service.
He and Ronayne will, I note, report to TMG's chief executive, Murdoch MacLennan, who must be - or, at least, should be - wondering whether he did the right thing by firing editor Tony Gallagher in January this year.
I further note from the press statement that all the key editorial players will report to Evans. They include Allister Heath and Robert Winnett (both bearing deputy director of content titles), weekend editor Ian MacGregor, Richard Ellis (director of transformation and talent - don't ask), digital content director Kate Day, and Gregg Stewart, director of audience development.
Seiken, in another polite fiction, is quoted in the release as if he has decided to kick himself upstairs and is responsible for Evans's promotion:
"Chris Evans, has long been a driving force behind our editorial operation, and this new role confers on him the authority and leadership he displays daily on the newsroom floor and is a promotion he thoroughly deserves.
As I concentrate on my new enhanced role, which involves identifying important new business opportunities for TMG, I am confident that Chris will continue to improve our content offering across web, mobile, tablet and print, ably assisted by Allister Heath, Robert Winnett and the rest of the senior team."
Well, maybe it will all work out, with Seiken finding a way to monetise TMG's digital output. But don't be fooled: Evans, an old-school journalist, is back on top of the editorial tree.
