Cross Media Marketing Corp. has laid off about 30 employees in three offices as part of a restructuring it hopes will save the firm about $9 million.

The layoffs took place over the last few months in the firm’s New York, Atlanta and Virginia offices and included senior level executives. The Tampa sales office was shuttered and several locations were consolidated. Several marketing programs were terminated.

The cost-cutting also included the write-down of property, equipment and databases acquired in the merger with LifeMinders, and compensation for certain senior officers has also been reduced.

Company CEO Ron Altbach said today that the move is likely to be the last in its efforts to change to a different business model.

“In the past, we always took cash and put it toward further growth,” he said. “Now, we’re more concerned with generating positive cash flow.”

Cross Media Marketing Corp. has laid off about 30 of its 950 employees in three offices as part of a restructuring it hopes will save the firm about $9 million.

The layoffs took place over the last few months in the firm’s New York, Atlanta and Virginia offices and included senior level executives who CEO Ron Altbach declined to name.

The Tampa sales office was shuttered and several locations were consolidated. Several marketing programs were terminated.

Specifically, Cross Media shut down “Destinations” its online travel club. In addition, the firm is no longer selling the club “Premium,” which markets general merchandise, on its Web site www.xmmcorp.com

The cost-cutting also included the write-down of property, equipment and databases acquired in the merger with LifeMinders, and compensation for certain senior officers has also been reduced. Altbach said he has taken a 20% pay cut but declined to reveal information about other executives.

Altbach said today that the move is likely to be the last in its efforts to change to a different business model.

“In the past, we always took cash and put it toward further growth,” he said. “Now, we’re more concerned with generating positive cash flow.”