Publicis Groupe's media agency Zenith Media is merging its magazine and digital divisions.
Under the merger, Steven Bloom, president and director of magazines, will now report to John Nitti, senior vice president and managing director of digital, Media Daily News reports.
According to Nitti, the restructured media group would be a "true hybrid of print and digital intelligence" and offer clients "holistic approaches" to sell their brand and content.
Bloom said he considered the move a "natural step" for the magazine division as e-readers and apps are gaining prominence.
Media Week reports that Zenith expects the move towards a single point of contact across the print and digital platforms would persuade magazine publishers - who have been reluctant to do so despite the increasing digitisation of media - to follow suit.