Home' Local Media Today : April 2013 Contents 12 | LOCAL MEDIA TODAY | April 2013
May 15-17, Chicago
Save The Date
Social + Mobile Conference
August. 21-22, 2013–Chicago
Fall Publishers Conference
September 17-20, 2013–St. Louis
For more information contact:
Al Cupo, Vice President - Operations
(215) 256-6801, firstname.lastname@example.org
Visit our website: localmedia.org
Keynote presentation by Kirk Davis,
President & COO, GateHouse Media
Driving Revenue & Innovation
at Local Media Companies
This three-day summit will showcase the best new
and innovative revenue-stream case studies.
BIG is the keyword here as all sessions will focus
on substantial revenue gains—
not pennies on the dollar!
Lindsey Leisher Estes joined the staff at Local Media
Association last month as the new Sales & Marketing
Manager and has hit the ground running. Lindsey brings
five years experience working at the Newspaper Association
of America as a member of the Business Development
team, as well as a recent stint as the event manager at
Catholic Relief Services.
In her new role at LMA, Estes will work closely with
senior management to plan, develop and oversee
marketing programs associated with membership
development, webinars, Local Media Innovation Alliance
Reports and all LMA conferences/events. “We are happy
to welcome Lindsey to the LMA team” said Al Cupo, vice president of Local Media
Association. “Lindsey brings tremendous marketing and technical knowledge to
the association. Her previous experience as an event planner, and the marketing
work she was involved with at NAA will prove beneficial to LMA and it’s members
in a very short period of time.”
In her role with NAA, she was responsible for marketing and promotion
of special projects, webinars and the NAA Advertising Planbook. In addition,
Estes was responsible for the marketing, promotion and logistics for the annual
mediaXchange conference. She holds a bachelor’s degree in Communications/
Public Relations from Virginia Tech University.
“I couldn’t be more excited to join the LMA team. The first event I ever attended
in the newspaper industry was a LMA (SNA) conference and from that experience
on, I have always been so impressed with the work and support LMA provides to
the industry,” said Estes.
LMA members can reach her at email@example.com or (410) 838-3018.
Among the list of ’10
Newspapers That Do It Right’, as
spotlighted annually by the trade
magazine Editor & Publisher, are
two LMA members.
The Arizona Daily Star, based
in Tucson, Ariz., was lauded for
its competitive zeal in crafting a
program to win back grocery store
advertising that had dwindled to
just one account. The Lawrence
Journal-World, Lawrence, Kan.,
was selected for its major commitment to local news that has resulted in a diverse
blend of multiplatform content that local residents can’t get anywhere else.
Chase Rankin, vice president of advertising, sales, and marketing, led the
Daily Star on a mission to recapture lost grocery inserts, which had diminished to
only one advertiser in spring 2011. The goal was set high, and Rankin accurately
predicted that once the leading grocer in the market returned to the paper, others
would follow suit. Fry’s Food (a division of Kroger) began by running ROP ads in
both the Daily Star and the paper’s nonsubscriber product, Buyer’s Edge. By fall
2012, Fry’s moved its full insert business to the paper, and Safeway and Sprouts
weren’t far behind.
As the inserts grew to add value to the Wednesday edition of the Daily Star,
the circulation department capitalized by adding Wednesday to all subscription
options, resulting in a 47 percent increase in Wednesday home-delivery and even
greater value for Wednesday advertisers.
Meanwhile at the Lawrence Journal-World, world news coverage is taking a
back seat to local news on every platform – print, mobile, and online. The roughly
26,000 circulation daily newspaper has intentionally scaled back national and
international news to provide more local news.
“Our objective is to reach audiences and advertisers through every channel,
medium, and device they want us on,” said vice president of content Mark Potts.
“We don’t talk about just being digital-first; we want to be audience-first.”
The E&P spotlight notes that their audience-first strategy means not ignoring
print, and the Journal-World has recently launched a new print Sunday arts
section, plus new health and business pages. Further plans to augment the print
edition include sections aimed at shopping and nightlife.
LINDSEY LEISHER ESTES
New Sales & Marketing
Manager at LMA
Kudos To Two Who Do It Right
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