The online entertainment world has been mercurial over the last few years, with some sites faring better than others in attracting users and promoting click-through advertising. As these numbers continue to fluctuate, even big names are having to reduce content-generating personnel in exchange for better marketing and ad promotion staff.

Machinima, an entity tied to YouTube through its videos – such as Red vs. Blue – as well as game reviews and gamer content, announced it was letting 23 of its top editorial and creative content leads go in exchange for bringing on more advertising personnel. Rob Smith, the company's editor-in-chief, told Joystiq that there are 15 open positions for marketing staff, but that most of Machinima was not affected by the layoffs. The organization will continue to expand, Smith stated, but in a new direction.

Marketing has become a leading industry, especially in terms of hiring, as companies try to get their messages to the public more aggressively than the competition. With so many online entities vying for consumers' time, Forbes reports that businesses are focusing more on how often people see messages about their products and putting content on the back burner.

Content provided by executive search organization, MRINetwork. 

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