Home' Local Media Today : July 2014 Contents 2 | LOCAL MEDIA TODAY | July 2014
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
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 valuable resources.
116 Cass Street
Traverse City, MI 49684
LMA OFFICERS & DIRECTORS
Chairwoman of the Board / SNI Vice-
Chairwoman / LMAF Treasurer
Gloria Fletcher | Sound Publishing, Inc.
First Vice Chair / SNI Treasurer
Clifford Richner | Richner Communication, Inc.
Second Vice Chairman
Gordon Borrell | Borrell Associates
Suzanne Schlicht | The World Company
Matt Coen | Second Street, Inc.
Immediate Past LMA Chairman/
Current SNI Chairman
John Humenik | Wisconsin State Journal
Roy Biondi | This Week Community Newspapers
Henry Bird | Community Newspaper Holdings, Inc.
Robert Brown | Swift Communications
Brandon Erlacher | The Elkhart Truth
Kevin Kampman | Winston-Salem Journal
Terry Kukle | Metroland Media Group Ltd.
Chris Lee | Deseret Digital Media
Peter Newton | Gatehouse Media
Mark Poss | Red Wing Publishing
Ben Shaw | Shaw Media
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
Sales & Marketing Manager
Lindsey Leisher Estes
410-838-3018 | lindsey.l .email@example.com
Training & Development Director
Local Media Today Editor
888-486-2466 | firstname.lastname@example.org
888-486-2466 | e-mail to email@example.com
Accounting & Finance Director
Database & IT Director
Local Media Today is printed courtesy
of Sound Publishing, Inc., the largest
community news organization in the state
The digital edition of Local Media Today is
published courtesy of Realview, a leading
provider of stunning online and mobile
publishing solutions. More about them at
AN OFFICIAL PUBLICATION OF
Q I want to dig in to the numerous initiatives you are
involved with as LMA’s Training & Development Director
but first, can you give us a thumbnail of your career path to date?
A Sure. I started working in the newspaper immediately
out of college and worked for Journal Register Company
in St. Louis. Up until joining LMA just over a year ago, I contin-
ued to work for various media companies including Pulitzer Inc,
Lee Enterprises and E.W. Scripps. After a few years working as an
account executive, the last 15 were spent in either Advertising
Director or a Senior Associate Publisher roles. I believe I have
overseen just about every vertical of advertising business during
Q Within LMA you are probably best known (so far at least)
as a top-notch Google AdWords trainer. Why is becoming
certified in this so valuable for local media reps?
A There is a lot of competition in this space. There are a lot
of resellers who take short cuts. Certification not only
gives you a distinguishable competitive advantage, it arms sales
reps and leaders with the confidence to walk in a door and sell
In addition, and probably most importantly, it enables a
seller to be more strategic when they know how it works. More
strategy should yield better results, results lead to retention. And
customer retention is good.
Q Is there a tangible ROI that media companies can expect
from training their reps or is this largely a ‘street cred’
certification that helps in the competitive landscape?
A I think both are true. The most tangible reason I can
share (as I do with all my class participants) is my own
experience with a sales staff who had sold search for several
years, revenue was stagnant, they certified and revenue tripled in
90-days. It was about confidence and having a few wins. I’ve
heard that repeated again and again by other media companies
in the same position. And look, some are apprehensive about
margins, but if your advertiser is going to pay someone to
manage their search, why not you? It’s just one more tool for customer
retention. I could go on, but, yes, there are tangible benefits.
Q Tell me about how becoming certified can lead to increased
sales? What is the potential?
A So, that tripling of sales I mentioned above, 90% of it was
incremental revenue. Search allows you to gain share in areas
where dollars are shifting, search allows you to walk in ANY door-we are
no longer bound by traditional categories of business. Nor are we
bound to any geography.
One of the best success stories I witnesses was a sales rep who
managed a senior facility in the market we sold and suddenly had the
business of 13 additional markets in non-contiguous areas. That would
never have happened with almost any other product line.
Q Once certified, does a rep remain certified forevermore or are
there periodic re-certifications?
A Currently, and this could always change, there are two exams
required for the certification. One of the two (Fundamentals) is
good for two years, the other (Advanced) is good for one year.
Q You have also pioneered other training initiatives within LMA.
Tell us about some of these and what media companies can
expect as a result of undergoing the various offerings.
A Most recently I have been taking another program on the road
- the 14-Week Sales Process Training which was originally
developed as a "turn-key" program for ad managers to execute. I am
doing full day sessions with teams of both account executives and
managers. The day is highly interactive and covers the essentials of the
sales process "Mastering Sales Fundamentals".
Additionally, I conduct training on the use of social platforms for
"Social Selling", this is an ever-evolving discipline of sales and is proving
to impact the overall performance of individuals or companies who
I am also doing some leadership and organizational training with
various companies. This tends to be more customized to their needs.
I'm hopeful that with the addition of a second trainer we can get in
front of more sales reps and as close to the "streets" as possible. I think
there's a real need and desire for modeling in the field as well as the
Q Career Connect is another LMA initiative with which you are
involved. I believe this is a beta program backed by a handful of
Amie Stein Joined the LMA team last year in the brand new position of
Training & Development Director and literally hit the ground running. In her short time,
she’s trained over 400 media reps, attended and spoken at numerous conferences and
state press association gatherings, recruited recent college grads for the media
industry and is currently seeking a second trainer for this growing division.
A Top-notch Google AdWords Trainer
"There is a lot of competition in this space. There are a lot of
resellers who take short cuts. Certification not only gives you a
distinguishable competitive advantage, it arms sales reps and
leaders with the confidence to walk in a door and sell search."
CONTINUED ON PAGE 14
Links Archive June 2014 August 2014 Navigation Previous Page Next Page