MediaNews Group, which began a series of layoffs earlier this month, has just made two new senior hires with considerable interactive backgrounds. Most notably, former Sports Illustrated GM Oliver Knowlton has been hired as president of MediaNews Group Interactive, the digital arm of the Denver-based media company. Knowlton, a 25-year Time Inc. veteran, last held the GM title for the SI franchise, including the SI Digital properties. He was credited with helping Time devise its early internet strategies in the late 1990’s. As part of his work on the digital side, he was tapped to run SI.com before being promoted.

Knowlton’s goals at MediaNews haven’t been defined as yet. But one is clear: MediaNews’ chairman and CEO Dean Singleton said in a staff memo issued in October: he wants to see online ad sales triple by 2012, with 50 percent of operating cash flow derived from web operations, versus the 22 percent of cash flow coming from online currently.

-- In addition to bringing Knowlton aboard, MediaNews has apointed Mark Winkler to the new post of EVP-chief marketing and sales officer. Winkler was previously division VP and GM of Comcast (NSDQ: CMCSA) Spotlight, the cable operator’s ad sales unit. He also assisted on the development and use of Comcast’s interactive digital VOD product line and e-Commerce sites. MediaNews is expected to rely on Winkler’s work in those areas as it seeks to build up its interactive marketing force.

-- Lastly, MediaNews COO Steven Rossi moves up to take on the role of president and CEO of the company’s California Newspaper Partnership, where he replaces George Riggs who retired at the end of January. Release (PDF)