Pd/Mg-La mixed oxide is used as an efficient catalyst for the oxidative direct acylation of arene sp(2) C-H bonds with alcohols. TBHP was used for in situ oxidation of the alcohols to aldehydes which after coupling with 2-aryl pyridines forms aryl ketones. The catalyst is recovered and used for four cycles. (C) 2013 Elsevier B.V. All rights reserved.