Every few months, it seems, legacy media companies shake up their sales structures. This week it was Condé Nast. Earlier in the month, it was Hearst, Disney and NBCUniversal. All these companies are different in their size and business, but they’re all trying to compete in a digital ad market dominated by Facebook and Google. Part of the hope is that the right sales structure, led by the right people, will lead to financial success.

It’s easy to blame the tech giants for legacy media’s struggles. But sometimes, the media companies’ problems are of their own making. For years, Condé Nast was infamous for its magazines fighting each other tooth and nail for lucrative fashion and beauty ad pages. That might have served the company in a different era, but collaboration is the name of the game now, and longstanding culture dies hard.

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