JUMPING SHIP: At least one Wall Street Journal veteran isn’t waiting around to see how the paper weathers the Rupert Murdoch storm. Peter Waldman, a 22-year veteran who has been a foreign correspondent for the paper, mainly in east Asia and the Middle East, and, more recently, wrote investigative stories about the environment out of San Francisco, is jumping ship to Portfolio to be a senior writer under former colleague and current editor in chief Joanne Lipman. — Irin Carmon

STAFF CHANGES: Wenner Media and Time Inc. promoted several staffers on Monday. Rolling Stone promoted Ed Hecht to associate publisher, replacing Ray Chelstowski, who was promoted last week to publisher. Also, Real Simple has shuffled editorial duties once again. The magazine named Nicole Sforza as senior editor, home. She replaces Deborah Baldwin, who left to pursue other projects. Sforza was most recently deputy articles editor at Home. Meanwhile, on the special projects side of the magazine — home to its spin-offs Real Simple Family, Real Simple Travel and its books — Jim Baker, the magazine’s editorial development director, will now also help managing editor Kristin van Ogtrop edit some sections of the magazine. He was solely overseeing specials for the last year and a half, but his help is now needed on the main title as its size and frequency has grown (Real Simple now publishes 12 issues a year, up from 10 in 2004). Also, Rachel Hardage and Jaimee Zanzinger were promoted to executive editors, special projects, from editor, just as Real Simple Family hits newsstands next month, and its latest book, Real Simple Cleaning, will arrive in the fall. — Stephanie D. Smith

This story first appeared in the July 24, 2007 issue of WWD. Subscribe Today.

ANY WAY TO HELP: Hearst Magazines Digital Media has found yet another way to lure advertisers: develop a Web site specifically for them. The publisher’s new teen Web site, Mybacktoschoolshopper.com, was developed with advertisers Neutrogena, J.C. Penney and Mead (school supplies) in mind. The site will offer more than 200 products through the end of September to connect teen girls (and their parents’ pocketbooks) with the advertisers and their products as they plan for the school year. It will be promoted on seventeen.com, cosmogirl.com and teenmag.com. Shari Gunn, director of marketing, said the back-to-school season is a pivotal time for the teen market and the site was developed in an attempt to better serve its advertising partners. Gunn added that if this Web site is successful, the division might consider some form of expansion into Hearst’s print publications next year. — Amy Wicks

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