Emap's inserts business will now come under the remit of the trading team, who negotiate deals with agencies, with the hope of making it easier for customers to plan and buy with the publisher's inserts portfolio.
David Hipkiss, Emap trading director, said: "We now have a stable of powerful high circulation weeklies such as Heat, Closer and Zoo that lend themselves perfectly to direct response advertising.
"Our monthly titles have a fantastic track record in delivering targeted consumer groups in huge numbers and so I have every confidence that we can grow our inserts business dramatically over the next year."
The restructure includes the newly created role of magazine trading manager, which has been filled by Lisa Frost.
Frost, who has been at Emap for five years, will move from her role as head of business planning unit to join the team lead by Hipkiss.