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LMA OFFICERS & DIRECTORS
Chairman of the Board / SNI Vice Chairman
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Clifford Richner | Richner Communication, Inc.
First Vice Chairman/SNI Treasurer
Gordon Borrell | Borrell Associates
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Suzanne Schlicht | The World Company
Matt Coen | Second Street, Inc.
Mark Poss | Red Wing Publishing
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Roy Biondi | This Week Community Newspapers
Henry Bird | Community Newspaper Holdings, Inc.
Robert Brown | Swift Communications
Chris Edwards | The Gazette Company
Christian Hendricks | The McClatchy Company
Kevin Kampman | Winston-Salem Journal
Terry Kukle | Metroland Media Group Ltd.
Chris Lee | Deseret Digital Media
Peter Newton | Gatehouse Media
Steven Pope | AZ Local Media
Kim Wilson | The South Bend Tribune
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Q I want to dig into some of your digital and operational
strategies but before we get into that, can you give us a
thumbnail of AL DÍA’s history and current stats?
A AL DÍA News has evolved quite a bit since its founding in the
early 90’s. It began as a media organization offering a news
outlet, specifically a newspaper, for the Latino demographic in a city
that had a dearth of media for that market.
n We consider ourselves pioneers in Latino media, not only in
Philadelphia but in the country.
n We produce political and opinion content with an award-winning
news team. No gossip, no fluff. That’s what makes us unique, in the
region and in the nation.
n Over the last few years we have grown to offer three vehicles for
content, our print product, website and related digital products,
and events. It has been fascinating to manage and see the interplay
between the three, how they complement the other and allow us to
reach new audiences.
Q You grew up in a newspaper family with deep roots in
journalism yet your work is less on the editorial side than it is
on operations and business. Tell us about your role at AL DÍA and
your continuing education.
A Everyone involved in a family business knows that the
relationship with the business will be lifelong. Whether you
are involved in the daily operations or involved on the board, your
deep desire to see the family business succeed will require this type
of relationship. My role at AL DÍA has evolved since I’ve been
involved, from working in an entry-level marketing role to a Director
role in the last 2-years. As a Director at AL DÍA, I have been a key
player in shaping and preparing the organization for the future. For
example, I led the company through a critical transition to a
redefined digital focus. Specifically, I reformulated AL DÍA’s digital
media products, revised the Company’s corporate culture, and led
the organizational, technical, and personnel transition through a
digital-first strategy. Members of the AL DÍA team will tell you of my
natural skillsets in strategy, policy, and branding.
I’ve been able to hone these skills at the company and theses and
other skills I’ve learned in the media industry continue to be an asset
to me as I pursue a masters in Security Policy Studies in D.C . My role
at AL DÍA continues to evolve; my commitment to the success of the
company and my excitement for the future of the media industry
remains the same.
Q What were some challenges coming into a family business and
how did you overcome them?
A The challenges of working in a family business are unique, but for
my family business they are not much different than working for a
large corporation. You have to learn to develop your own voice and meet
any challenges head on. Just like many non-family corporations, you
worry about succession planning, future planning, revenue generation,
and general brand credibility.
Unlike non-family corporations, work inevitably joins us at the family
dinner table. However, as a family you have to collectively make a decision
to combat that. Learning to adapt to those challenges has been immense-
Q Your company’s niche is the Latino audience but goes well
beyond Spanish speaking residents of Philadelphia. Who is your
A Throughout our history our target market has grown and
evolved, however our commitment to being an independent
news media company that actively and accurately portrays the Latino
experience remains the same.
Naturally, as a company grows so should their business plan and all
the details that come with it, including their target audience. We’re ac-
tively redifning that, and it includes the Latino market and anglophone
readers interested in what we produce. Since we introudced English
language content products, our audience has growth threefold, signal-
ing the importance and the quality of what we’re doing.
Q What are some of the lessons from your experience in marketing
to a specific audience that are applicable to all media companies?
A You have to be true to your foundation and be able to relay the
message of your value as a brand and a news company in one
sentence. This lesson has been valuable for us to learn over the last few
years and is applicable to media companies across demographics.
Q LMA President Nancy Lane recently said that events are a critical
component to local media transformation. Can you tell us about
this portion of your business strategy and how events are helping you
grow your business?
A Events are critical to us. They're a branding and content tool that
is a modern media organization must-have. We see them as
complement to our role as content producers and thought leaders. Our
events are unapologetically different and serve every audience member
we have, from the original AL DÍA reader to the politicians and CEO's
our new editorial strategy attracts today.
CONTINUED ON PAGE 14
You have to be true to
your foundation and be able
to relay the message of your
value as a brand and a news
company in one sentence.
Director, Strategy & Operations
AL DÍA News Media
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