Jeffrey L. Dearth, marketing director of Smithsonian Magazine and a former sales executive with Time magazine, has been named publisher of The New Republic, the weekly journal announced.

Dearth replaces James Glassman, who recently joined U.S. News & World Report as vice president, following the acquisition of that magazine by Mortimer Zuckerman.

As publisher of The New Republic, Dearth will be responsible for the weekly's overall business management, including marketing, production and circulation.

In an interview last week, Dearth said his primary goal will be to give the 70-year-old weekly "greater identity" in the business and advertising community and to articulate " the excellence of the product to business clients." The New Republic, Dearth explained, is "known as an excellent editorial product, but not among the business community."

The New Republic is one of about a dozen "thought-leader magazines" that share a common advertising network. With a small circulation (currently 100,000), the magazine now promotes itself to advertisers by claiming an "influential readership," Dearth said. Dearth said he may use the network less, in an effort to tout The New Republic as a unique advertising vehicle.

Dearth, 34, began his publishing career in 1973 with Time magazine as assistant marketing manager in New York. He spent the next seven years in Europe, where he worked for Time's international promotion and sales departments.

Dearth then became sales director for a European business publication called Vision, which has since folded. In 1981, he joined Smithsonian Magazine as promotion director, and eventually became marketind director.