Native's restless as Fairfax and Nine units restructure

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Moves around the former Fairfax Media circle a common theme: The rise of native content over traditional newsmedia. And the rise of the segment's brightest stars.

Former marketing head Michael Laxton has landed at Coles to lead brand and media, having actually left Fairfax last August, and will report to former Tourism Australia marketing boss Lisa Ronson there in March.

And the merger of former Fairfax unit Allure Media into Nine's Pedestrian has seen Vanessa Lawrence (pictured) return to the camp after a stint as deputy editor of Qantas Magazine at Medium Rare Content.

Pedestrian has announced the promotion of group commercial director Brian Florido to be its group managing director after six years there. Lawrence's role as publisher at Pedestrian is also new, she having been head of editorial when she worked for the youth publisher before. She will oversee publishing strategy across Pedestrian TV, Business Insider, Pop Sugar, Gizmodo, Kotaku and Lifehacker.

Founders of Pedestrian, Chris Wirasinha and Oscar Martin now report to Nine's new managing director of publishing Chris Janz, who has moved across from a similar metro role at Fairfax. Wirasinha says Floridao and Lawrence are "brilliant leaders" with formidable track records at Pedestrian.

"Over the past six years Brian has been instrumental to Pedestrian's growth - we wouldn't be where we are today if it wasn't for his leadership - while Vanessa is one of Australia's finest publishing talents.

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