2023 has been a year rife with layoffs, buyouts and a continuation of a difficult media sales environment. It takes resilience, grit and out-of-the-box thinking to succeed.
The 2024 class of E&P Media Sales Superstars stand out in their ability to stand up against these challenging times, stay focused and get the job done for their customers, their communities and the companies they represent. Our list of eight individuals spans the age range, years of experience and market size and type. Their words ring with wisdom born in the trenches. With extreme appreciation and celebration, we introduce E&P’s 2024 Sales Superstars.
(Alphabetically, by last name)
Shane Atkinson
Sales Manager, Taos News
How long have you been in media advertising sales, and how did you get your start?
I've been in advertising sales for 16 years, all with The Taos News. When I started a family, I decided to trade in my three jobs at the time (rafting guide, bartender/waiter, construction) for one. I remember being interviewed by the ad director, Joanne Crass, who said, “I really think you're going to like those commission checks.” She was right! Looking back at one of my first jobs as a kid, it all makes sense: I was a paperboy! So, I guess I’ve come full circle.
Who had the most influence in helping you become successful in sales?
I have had the great fortune to work under the tutelage of Chris Baker, publisher of Taos News. His consistent, effective and visionary leadership has provided a stable hand at the helm during my entire time here. He is a “Yes” man; by that, I mean he always has time for you. If you need a quick spec ad for an account, he says yes. If you need help with a sales call, he says yes. You can count on him to have your back. Right up there with Chris Baker is my ad director, Chris Wood. He has mirrored Chris Baker’s best attributes while putting his own touch on our department. He's not one to rest on our laurels but pushes our team to strive to continuously improve. These two have created dynamic revenue streams and a thriving sales team. I’d be remiss not to mention my parents, Robert and Delores, who instilled in me a strong work ethic, critical thinking, perseverance and empathy.
What advice would you give to those struggling with media sales and/or who have become frustrated with the new digital solutions they must master to represent their company to advertisers?
When you’re struggling with your sales mojo and down about all the competition, I would focus on the intangibles that help set you apart from your competitors. We can’t always compete with the level of invasive digital detail offered by the faceless, soulless tech giants, but we can strive to be memorable to our clients with a consistent, in-person approach. For instance, Thursdays are paper days at The Taos News, so we're on the streets weekly, bringing our clients a free copy. This opens the door to relationship building, and by no means should you always be trying to sell something. Ask questions about their family, business, vacations, etc. Listen and let THEM prescribe to YOU what they need. Build rapport that will later translate to sales.
Use testimonials from businesses that have had success advertising with you as a shortcut to building trust and making a sale. Blast the positivity of these testimonials to your print and digital audiences by placing their picture singing your praises in a large ad in the paper, online and in all sales materials. Take your clients out for a meal, as scheduled; in-person time is valuable and makes it harder for them to say no. Stay on top of the latest digital/print trends so you're viewed as an expert in the field.
Robyn Desjardins
Advertising Director, Santa Fe Reporter
How long have you been in media advertising sales, and how did you get your start?
May 2024 will mark five glorious years in media sales for me! Before joining the SFR team, I had positions in customer service. I never would have thought I'd end up in a sales position, much less liking it. I started as the classifieds executive and slowly moved into print and digital. Learning the products and applying them to each of my clients' needs took time. Eventually, it clicked, and it wasn’t so much about making the sale but about helping people.
Who had the most influence in helping you become successful in sales?
I owe my success to a combination of people in my life. The most obvious is my mother, Diane. She taught me patience and organization and gave me a strict work ethic. My uncle, Roger, encouraged me to become independent and to trust myself. My partner, Anson, has been a sounding board for my daily frustrations and sets up my tea every evening so I can get my day started right. Julie Ann Grimm, the editor and publisher of the Santa Fe Reporter, has been a major support — pushing me and driving me to be the best I can be every day.
What advice would you give to those struggling with media sales and/or who have become frustrated with the new digital solutions they must master to represent their company to advertisers?
Be knowledgeable. Know your products like the back of your hand. Only after you become an expert on your products can you see their potential for your clients. No business is the same. Taking the time to research companies and compose a thoughtful plan will help you build trust.
Most importantly, don’t give up! Advertising is not a sprint; it’s a marathon. It’s all about timing and consistently following up. Keep it simple … just say, “Hello there. How’s it going in your neck of the woods?”
Scarlett Elliott
Co-owner, Milan Mirror Exchange
How long have you been in media advertising sales, and how did you get your start?
I’ve been in media advertising sales for 40 years. I grew up in the newspaper business, and at 19, I started proofing ads. Shortly after, I started selling ads for the newspaper.
Who had the most influence in helping you become successful in sales?
My dad. He was real go-getter and gave everything 100%!
What advice would you give to those struggling with media sales and/or who have become frustrated with the new digital solutions they must master to represent their company to advertisers?
Learn to take the no’s and move on to the next potential advertiser, but never give up on the customers who don't buy immediately. Be persistent. Get to know their business and build relationships. Make them a believer in your product!
Julie Fedler
Ad Director, NYVT Media
How long have you been in media advertising sales, and how did you get your start?
Sales is one of those things — either you have it or you don’t. Other than babysitting, every career I’ve had has been in some sort of sales field. From a high school grocery store clerk to door-to-door insurance sales. I never expected it to be my lifetime career, but it somehow stuck. I had been a business and music major in college, so I had a short one-year stint in radio advertising, which combined both fields nicely. I started part-time for a local newspaper in 2018 — right time, right place kind of thing. Five-and-a-half years later, I am now the ad director, supporting legacy print reps and assisting them in maintaining our traditional values while moving into the digital media world.
Who had the most influence in helping you become successful in sales?
My first serious sales job was for a telemarking agency while in college. It paid well and was convenient. Again, nobody wakes up and says, “I want to be a telemarketer,” but I was REALLY good. I was a consistent pace setter and eventually team leader. Calling on Fortune 500 campaigns, we had excellent training. My managers and mentors taught me everything I needed to know about rebuttals and how just to make that next call. I also had the honor of working for Combined Insurance Company of America and Clear Channel Radio. Their corporate training structure was fantastic. “Knock on every door” and “Just do it” has always stuck with me. Plus, W. Clement Stone's “Positive Mental Attitude.” I would have to say Mr. Stone, Combined Insurance’s founder, definitely influenced me.
What advice would you give to those struggling with media sales and/or who have become frustrated with the new digital solutions they must master to represent their company to advertisers?
Ask lots of questions, and then be quiet and listen to the answers. Spend quality time with your clients and do a thorough needs analysis. Offer quality solutions. Having a quality client base is more important than a quantity of customers.
Amy Houghtling
Director of Sales, Cox First Media
How long have you been in media advertising sales, and how did you get your start?
My 28-year career in media advertising sales has been diverse and extensive. I began my career in sales in a support role before taking on key verticals like recruitment and healthcare. This start gave me insights into the details that matter to advertisers — to build relationships that last.
A deliberate focus on opportunities within the recruitment and healthcare sectors marked my journey toward developing a strategic vision. As I immersed myself in these dynamic industries, I recognized the transformative potential of digital advertising advancements. Embracing this foresight, I strategically positioned myself at the forefront of our organization's digital shift. This pivotal moment elevated my understanding of emerging trends and instilled a profound sense of accountability in me. Navigating the complex landscapes of recruitment and healthcare and spearheading the transition to digital platforms demanded a keen strategic eye and a commitment to excellence. This experience has not only provided me with a comprehensive vision for the future of these industries but has also equipped me with the leadership skills necessary to drive meaningful change within the organization.
Who had the most influence in helping you become successful in sales?
I have had a strong support network throughout my career. Mentors, supportive peers, managers, industry associations and vendors have played crucial roles in my professional development.
I have been fortunate to spend most of my career in the Dayton market for Cox Enterprises. At Cox, we speak about the Cox “Way,” where we focus on doing business the right way, investing in our people and supporting our communities. This support, along with various perspectives and expertise from different sources, has provided me valuable insights and guidance throughout my career.
What advice would you give to those struggling with media sales and/or who have become frustrated with the new digital solutions they must master to represent their company to advertisers?
Navigating the world of media sales, especially in evolving digital solutions, can be challenging. Here are some pieces of advice that might help individuals who are struggling or feeling frustrated in this field:
Jackson Kocak
Advertising Specialist, Media Sales Plus
How long have you been in media advertising sales, and how did you get your start?
Six years.
Who had the most influence in helping you become successful in sales?
Both my managers and co-workers have helped significantly with this. Whether it’s been management providing the necessary assistance with training, systems, leads, etc., or my co-workers sharing best practices or streamlining processes to be as efficient as possible.
What advice would you give to those struggling with media sales and/or who have become frustrated with the new digital solutions they must master to represent their company to advertisers?
Patience. Patience is as enormous of a part of success as relentlessness and dedication. You must be able to manage expectations and not be too hard on yourself if you don’t see immediate results. Familiarizing yourself with the products you are selling is critical, and it takes time to fully understand them and what fits with each specific scenario. When you can speak confidently about what you are selling, it makes all the difference.
Christa Magistrale
Strategic Accounts Lead, Hearst CT Media Group
How long have you been in media advertising sales, and how did you get your start?
Eleven years ago, I entered media sales as a single mom, fresh from a recent divorce. I knew if I hustled and stayed positive, I could build a thriving business for myself as well as help business owners increase revenue. Today, I realize I made the best decision possible by working at Hearst. My client book is a testament to nurtured relationships, consistency and fantastic connections. My career is a primary source of pride.
Who had the most influence in helping you become successful in sales?
Setting an example for my children, Justin & Emily, that hard work pays off has always been my main driver. In addition, I sourced tips and direction from sales leaders such as Mike DeLuca, other inspiring leaders and successful sales peers. I actively tried to emulate what made these individuals successful in their roles by implementing their suggestions into my daily routine.
What advice would you give to those struggling with media sales and/or who have become frustrated with the new digital solutions they must master to represent their company to advertisers?
The one thing I love about media sales is the constant evolution and learning opportunities this career offers. I would advise anyone struggling in media sales to keep moving forward, look at every day as a challenge, brush off the losses and continue to grow/learn in your field. Try to be your best at what you have chosen to do and thoroughly enjoy your downtime.
Trista Stokes
Advertising Director, Citrus County Chronicle
How long have you been in media advertising sales, and how did you get your start?
I have been in the advertising sales department for 22 years and with the newspaper for 28 years. I started as a support staff member and quickly transferred to the classified sales department when a position became available. The rest is history!
Who had the most influence in helping you become successful in sales?
The person who influenced my career most was a previous advertising director, Chris Ordway. I really struggled with transitioning from classified to the advertising sales department. I did not feel like I had the knowledge it would take to succeed in the sales department. Chris quickly assured me that he was confident I had the skills to go into our community and help our advertisers. I love meeting with our customers and seeing their businesses grow! We are in long-term relationships with clients and are there for them during the highs and the lows. Many of our customers are our neighbors and friends. That is what makes local newspapers and their staff unique. We are the community and care about each person we work with. I also would have to say that Gerry Mulligan (previous publisher) and Trina Murphy (current publisher) are very influential in my success. They both are very supportive of some of the crazy marketing ideas that my team and I dream up. Gerry and Trina are truly entrenched in our community and are involved in many projects and community groups. They are great examples of what newspapers must do to survive and remain relevant in our changing industry. I have learned a lot from both of them. We have a great team in our group of newspapers.
What advice would you give to those struggling with media sales and/or who have become frustrated with the new digital solutions they must master to represent their company to advertisers?
To say the newspaper business is ever-evolving is an understatement. We must be able to pivot. It is definitely hard to stay positive and focused. However, the reward is great when you see a business flourish due to a marketing campaign or a community initiative the newspaper coordinated. Our paper has many legacy sales reps, and adapting to digital has been challenging for them. With the help of our digital leader, John Murphy, we have coordinated many training sessions to help our sales representatives understand how to sell advertising on our site, as well as programmatic advertising. We are constantly training and learning; you must be open to learning every day, regardless of your industry. Local printed newspapers and our websites provide unique hyper-local content that can't be found elsewhere. The website is an extension of our printed newspaper, and selling those readers to our advertisers creates success. Understanding your client’s goals and needs is essential. Then, applying the right marketing products — digital or print — is where we all win.
Robin Blinder is E&P's editor-in-chief. She has been with E&P for three years. She can be reached at robin@editorandpublisher.com.
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