The Honolulu Advertiser today announced further steps to become more efficient in the face of the rapidly changing news and information marketplace and a softening economy.

Publisher Lee Webber announced that effective today The Advertiser plans to consolidate its Pacific Media Publications into its main publishing and business operations.

Pacific Media produces PennySaver and Buy & Sell, as well as four of the company's

seven community newspapers on O'ahu. As part of the restructuring, the community newspapers will be consolidated into four publications while continuing to serve the same communities. The first publication date for the four new People publications will be Sept. 17.

"Our analysis indicates these steps will result in a more focused and efficient operation overall while improving the quality of service we provide to our readers and advertisers," said Webber. "The realignment of operations will result in a reduction in force of 27 positions."

Webber says the consolidation and workforce reduction is not a reflection of the fine work our people have done. "Rather, the consolidation will reconfigure our company so it can thrive more efficiently and effectively for our customers. We are making the tough choices we believe are necessary to protect The Advertiser's future," Webber added.

"We sincerely believe this decision – though very difficult – will put our company on a course to a stronger position as we move forward. We will however continue to monitor our business conditions and react responsibly as conditions change" Webber said.