"It's a major cultural change for the company," said one insider. "It will be away from a totally sales-driven culture."

Florio will be given credit as the first executive to put the free-spending titles on a budget, but he also made ad sales the engine that drove the company.

Under a new CEO, the company is likely to become more businesslike, concentrating on improving profit margins and spinning off titles from existing publications, as Time Inc. has.

The new round of top family executives includes Jonathan Newhouse, 51, who is now running Conde Nast International from London and has long been expected to take over the $1 billion operation of Conde Nast in the USA.

Jonathan is a cousin to Si Newhouse and Donald Newhouse, the Advance president, but because of his age he is often considered part of the younger generation. Si is 76 years old and Donald is 74.

The larger job, chairman of Advance Publications, has long been expected to go to Steven Newhouse, the 46-year-old son of Donald.

Steven Newhouse saved the Jersey Journal with staff reductions a year ago and has been running Golf Digest Companies as chairman since its acquisition from the New York Times Co.

While yesterday's move sets the stage, any transition could still be several years away since Si isn't looking to step down.

Si, who once said he'd have to be carried out "feet first" hasn't changed his tune in recent years.

"I don't know what is going to happen to my health, but I'll work as long as I am effective," he said. "I have no plans to either retire or not retire."

Keith J. Kelly