Home' Local Media Today : December 2012 Contents 2 | LOCAL MEDIA TODAY | December 2012
daily newspaper, we print various magazines
throughout the year. We publish digital con-
tent on our website, etruth.com, as well as in
newsletters sent through our VIP Email Club.
Newsletters include Breaking News, Daily
Headlines and Weddings & Anniversaries, which
have paid advertising spots in them. Aside from
these newsletters, we have a Savings & Special
Offers newsletter that is sold to clients.
Federated Media, our parent corporation,
owns The Elkhart Truth, multiple radio sta-
tions, an outdoor advertising firm, a digital
advertising firm and a firm dedicated to the
advertising needs of non-profit organizations.
Email marketing is all about reliable
databases. Tell us about how you built
and continue to grow yours.
We gathered email addresses from numer-
ous touch points over the years. With
our database, we finally had one spot for all
of those email addresses to go. Initially, over
100,000 email addresses were funneled into the
database. That number was whittled down to
about 78,000 after duplicates and invalid email
addresses were removed. We ended up with
about 41,000 email addresses that had opted in
to receive our emails. It is a continuous process
to weed out invalid emails as well as invalid
data attached to the useable email addresses.
We do not allow clients to see or rent our list,
which protects our opt-ins from spam and our
list from being poached.
We continue to grow the database whenever
and wherever we can. New subscribers are asked
to include an email address with their account.
An email address is required to participate in
any online contests, surveys and promotions.
We also gather email addresses through com-
munity events and print promotions. Since we
are still collecting from various sources, those
email addresses are funneled into the database
What are some of the most productive
approaches to gathering addresses?
We have found one of the best ways
to gather email addresses and demo-
graphic data is to offer an incentive. People
love incentives in exchange for their time. It
is also important that the contests and sur-
veys we conduct are relevant, interesting and
give people a voice. We know everything we
do will not appeal to everyone but adding
an incentive helps us work around that.
I think I speak for many when I say that
privacy and junk mail are becoming
bigger issues in my cyber life. How do you
overcome these types of reservations among
consumers in your market?
We discuss privacy issues and the increase
in junk mail all the time since we are con-
sumers ourselves. It is a constant conversation
about how to stay out of the spam folder because
we do not want to put our database in jeopardy.
I want to tackle the topic of e-mail marketing and some of the
current practices that you and your team are using to rev up this
segment of your business but first I want to learn about your back-
ground leading up to your current position. I understand you joined
The Elkhart Truth as an intern. What was your skill set when you joined
the company and can you give us some insight into how you developed
your email marketing expertise?
I joined The Elkhart Truth as an intern in August 2011 working four
hours a week because I had a full time job and was in school full
time. I worked with Kelsi Clark, the Circulation Marketing Manager at the
time, to develop marketing campaigns, promotions, etc. I was also put in
charge of organizing our annual High School Tailgate Parties.
At the end of October, Kelsi told me she would be leaving and Doug
McAvoy (Director of Audience and Digital Media at Truth Publishing, Inc)
offered me the position. I worked full time at the newspaper while working
full time at my other job and went to school full time until I graduated
this past May. Now, I work full time here and part time at my other job.
When I joined the newspaper as an intern, I had surface knowledge of
the industry but knew it was exciting because of the changing landscape.
I learned a lot as an intern and learned so much more when I was moved
into the Marketing Manager role. This past summer, my title changed to
Digital Marketing Manager after our newly formed Digital Department
was established. Email marketing became one of my new responsibilities.
As far as my email marketing expertise goes, I did not have any. Michelle
Novak, Ruth Presslaff and Steve Zielonka from Presslaff Interactive have
helped me navigate through the email marketing world. Webinars, industry
conferences and conversations with other newspapers have also helped
answer questions and provide insight.
And, also as background, can you give us a thumbnail of your
market size and nature, and the publication(s) and website(s)
The Elkhart Truth is in a highly competitive market. Two other
newspapers are located within our DMA with one located in The
Elkhart Truth’s core market. While an overlap of markets and subscribers
occurs, we have all found a niche.
Our Sunday circulation is about 25,000. Aside from producing a
An OffiCiAl PubliCAtiOn Of
Local Media Today is published in print
and digitally by the Local Media Association,
the only non-profit trade association in
North America that specifically represents
the needs and interests of local newspaper
and media companies, their multi-media
publishing entities and other community based
With a tagline of Innovate. Educate. Inspire
LMA provides leadership for its members and
support for their endeavors including their
pursuits of journalistic excellence, sales and
marketing expertise, audience development,
community-centric initiatives and leadership
values through the ongoing development and
dissemination of powerful, innovative and
116 Cass Street
Traverse City, MI 49684
lMA OffiCERS & DiRECtORS
Chairman of the Board / SNI Vice-Chairman /
First Vice Chair / SNI Treasurer
Gloria Fletcher | Sound Publishing, Inc.
Second Vice Chairman
Clifford Richner | Richner Communication, Inc.
Gordon Borrell | Borrell Associates
Suzanne Schlicht | The World Company
Immediate Past LMA Chairman/
Current SNI Chairman
Jon K. Rust | Rust Communications
Roy Biondi | This Week Community Newspapers
Henry Bird | Community Newspaper Holdings, Inc.
Robert Brown | Swift Communications
Matt Coen | Second Street, Inc.
Brandon Erlacher | The Elkhart Truth
Terry Kukle | Metroland Media Group Ltd.
Chris Lee | Deseret Digital Media
Jennifer Parker | CrossRoadsNews, Inc.
Mark Poss | Red Wing Publishing
Kim Wilson | The South Bend Tribune
843-390-1531 | email@example.com
Vice President of Operations
215-256-6801 | firstname.lastname@example.org
Sales & Marketing Director
888-486-2466 | email@example.com
Classified Avenue Director of Sales
888-486-2466 | firstname.lastname@example.org
Local Media Today Editor
888-486-2466 | email@example.com
888-486-2466 |e-mail to firstname.lastname@example.org
Accounting & Finance Director
Database & IT Director
Local Media Today is printed courtesy of A.F.L.
Printing, Vorhees and Secaucus, New Jersey,
one of the nation’s leading printers of daily,
community and specialty printers.
The digital edition of Local Media Today is
published courtesy of Page Suite, a leading
digital publisher, with their North American
office in Atlanta, Georgia.
Q & A with...
email marketing, page 16
Q&A with Allison Cusick, Digital Marketing Manager, The Elkhart Truth,
E-Mail Marketing Going
Strong & Growing
Links Archive January 2013 November 2012 Navigation Previous Page Next Page