Ad Sales Life

Meet the 2023 class of "Sales Superstars"

E&P salutes the best of our industry sales professionals

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2022 has been a year rife with layoffs, buyouts and a continuation of a decline in media advertising. It takes resilience, fortitude and out-of-the-box thinking to succeed in today’s sales environment.

Our second class of 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 16 individuals spans the age range, years of experience and small to large markets. Their words ring with wisdom born in the trenches. With extreme appreciation and celebration, we introduce E&P’s 2023 Sales Superstars.

(Alphabetically, by last name)

Tara C. Addeo (Photo courtesy of The Record Courier)

Tara C. Addeo Associate Publisher, The Record Courier/Nevada News Group

How long have you been in media advertising sales, and how did you get your start?

I have 11 years (in media) but over 25 years in advertising sales. Early on, I worked for a large international electronics company. We imported all types of stereos, walkmans, TVs and Nokia phones from Japan into the U.S. A Japanese company owned the company, and I was the only female American they hired. I started as a sales assistant and within three years was vice president of sales. They worked very hard as a team to penetrate the U.S. market at a highly competitive time, but their ethics taught me a lot over the years. Don’t give up. Have perseverance and integrity. Above all else, form a relationship with your clients. They shouldn’t be just a dollar sign but more of a long-term relationship. That holds true to this day. I owe a lot to the company president, who encouraged me to strive for bigger things in a male-dominated business despite my being a woman.

Who had the most influence in helping you become successful in sales?

Besides the Japanese company mentioned above — definitely my parents. They were a huge tool for my success. My dad traveled 90 minutes to and from work every day just to keep food on the table. My mother worked in the entertainment industry and had a different weekly schedule, as well. Each showed by example that hard work and integrity could get you far in life if you don’t give up. Make your “no” a “no” and your “yes” a “yes.” Don’t flip-flop.

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?

Although the digital world is here and rapidly dominating larger markets, rural areas need options for advertising, whether digital, print or magazines. Be their solution, and be knowledgeable when it comes to advertising. You can no longer just be print or just be digital; give options. Be the authority for them, and if you don't know which choices suit your client best, research it and learn it. Don’t give up after the first no. Continue the dialogue.  

Lauren Paige Alston (Photo provided)

Lauren Paige Alston
Sales Representative, LOCAL Life Magazine

How long have you been in media advertising sales, and how did you get your start?

I’ve been proudly in print and media sales since August 1st, 2022.

Who had the most influence in helping you become successful in sales?

Hunter + L-Squared. My daughter, Hunter Brennan, is my Northern Star. “L-Squared,” Lori Goodridge Cribb and Laurie Laykish, the publisher and owner of LOCAL Life, have put their blood, sweat and tears into me. I am eternally grateful for these three women, as they constantly carry me with support, joy and love.

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?

Print and digital pair better together. Make sure you give your readership the luxury of scrolling rather than flipping. Most of your digital messages will be on a phone or tablet — having to zoom in and out makes it difficult to keep the reader. Never stop asking questions; failing and relearning foreign territory is a stronger place to be than you think. 

Dan Brunson (Photo provided)

Dan Brunson
Publisher, Winter Texan Times

How long have you been in media advertising sales, and how did you get your start?

I have over 11 years in sales roles working for two family-owned newspapers. I started in the newspaper business as the son and grandson of our former editor and publisher, working every conceivable job in the business — from hand-inserting sales circulars in the weekly hometown newspaper to photographer to page layout and design. This was back in the day when we still cut and pasted our pages together using copy set on old Compugraphic typesetters, and ad design was done by hand, using methods that are the long-forgotten definitions of keyboard shortcuts such as cut, copy and paste. Naturally, when there was a need in sales, I was available to step in and fill that role as well.

Who had the most influence in helping you become successful in sales?

I have had many mentors and benefitted from numerous sales courses and seminars, but my grandmother and father are the two most influential persons in my professional development.

Growing up watching June Brann and James Brunson work in our community — commanding respect, trust and loyalty they enjoyed as a result of their integrity and diligently producing great products for our readers and advertisers — provided me with lessons that I have been able to apply to how I approach the sales cycle and a new prospect and how I conduct myself in many aspects of my life and business. It is a point of pride for us to continue that legacy for four generations now, and their lessons continue to be passed along to each person who works for us today.

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?

Sometimes we get too caught up in change itself and forget to keep doing the basics — whether that is a change in the publishing industry, technology and media, consumer behavior, or huge changes like the last couple of years of lockdowns, curbside service, social distancing and business closures. Whenever sales becomes difficult, I have to step back and look at what we are doing. I call this getting “back to basics” — my mantra found at the top of my whiteboard where we track sales goals. I don’t care what you are selling; at the end of the day, only three things will impact a buyer’s decision — the product, the person and the price.

Know your product inside and out. If your product is changing and you have to learn new standards, offerings and more, then learn all you can. Ask lots of questions. Become the expert everyone turns to on your product. You need to know how your publication will deliver your advertiser's message to your audience in a way that no one else can.

Make sure you are the right person to present your product. Believing in your product and getting excited about what you can do for your prospect comes naturally when you have become an expert on your product. Let that excitement show when meeting with your potential client. Your confidence is infectious and will instill that same confidence that you will deliver the solution needed for their marketing plan. If you have done those two things, you will find yourself more often in the best possible position to negotiate your best price and close more sales. When the client trusts you and your product, your product becomes more valuable to the client, and the price suddenly becomes a much smaller hurdle.

Matt Dierlam (Photo provided)

Matt Dierlam
Vice President, Sales and Marketing (or Sales Guy), North Forty News

How long have you been in media advertising sales, and how did you get your start?

I’ve been bouncing around the industry for over 40 years. I started in circulation sales as a young man, worked my way up the ladder to serve as a publisher and marketing director, and even launched a couple of media projects on my own.

Who had the most influence in helping you become successful in sales?

I would have to say my Uncle Thomas McDermott and Michael Tompkins of News Media Corp. Both were instrumental in helping me to truly understand the impact and value of local journalism and community newspapers. The newspaper industry has allowed me the opportunity to travel and work all around the country, including the Midwest, West Coast, Pacific Northwest, Colorado and Alaska.

Three-and-a-half years ago, I hooked up with the North Forty News in Northern Colorado. The Publisher (Blaine Howerton) had just purchased a Monthly Shopper that was getting ready to fold. Over the past few years, we’ve redesigned the publication and digital platform to create a regional weekly serving Northern Colorado. Since then, we’ve had months with over 90,000 unique visitors to our website.

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?

Stay focused on your client’s market, challenges, and key objectives. Be sure you know and understand what really matters most to them and how your product can support their goals.

Sean Finch (Photo provided)

Sean Finch
Vice President, Sales, Creative Circle Media Solutions

How long have you been in media advertising sales, and how did you get your start?

After graduating from college, I entered media sales with TCI Cable in 1990. I spent five years there and then was recruited by DonTech (a partnership of Reuben H. Donnelley and Ameritech) to sell yellow-page advertising. I earned MVP and President Club honors with DonTech. 

I tried selling pharmaceuticals for a while, but it wasn’t the same. I realized I really loved selling advertising.        

I was approached by TownNews, a new company at the time, to help start a service for newspapers to help them monetize their new websites. In 2000, a lot of newspapers didn’t have a website or were launching their first efforts. Businesses had not advertised on a website, and sales reps had no idea how to price or sell them. At the time, the sale was primarily educational. We were helping businesses see new opportunities and teaching sales reps how to monetize an entirely new medium. It was an exciting time. I sold millions of dollars in digital advertising for local newspapers.

When I joined Creative Circle Media Solutions in 2016, I saw an opportunity to work with a small, entrepreneurial team again — a team trying to take media websites to a new level. It’s been re-energizing.

Who had the most influence in helping you become successful in sales?

I don’t think I can put a finger on one person. I have been extremely lucky to have worked with many people who have mentored me, encouraged me and pushed me. Over the years, I’ve worked with hundreds of ad directors and reps, along with my co-workers selling advertising and software at TownNews and now here at Creative Circle. I’ve just learned a lot from all of them. What a great opportunity. Even little things you pick up from one person add up, and I’ve had a chance to learn from hundreds of sales professionals.

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?

I’ve spent the last 22 years working in the newspaper industry, working primarily with sales reps in local markets to help them sell more digital advertising. I’d fly or drive into markets all across the country — about 300 times — and spend five days on appointments with local sales reps selling ads that many of them didn't think could be sold at rates they often thought were too high. But we sold them.

Newspapers have consistently under-valued digital advertising. Unfortunately, I see the same problems in just about every newspaper I’ve worked with.

You have to have a passion for selling and for newspapers. You can offer a great service for your clients and grow their businesses. “I’m going to grow your business, and here’s how.” You have to believe in the product. You have to care about newspapers and the role they play in society.

Too many salespeople I meet just look at it as a job — a job they don’t stick with. Passion is everything. You must have a passion for selling, for advertising and for newspapers. That's what makes you believable. That's what sells you.

The other advice I would offer is to keep things simple when selling. Too many people try to sell digital by impressing clients with all kinds of slides and graphics of statistics and technology. Take the smoke and mirrors out of it. Digital is just an extension of any other type of advertising, including the print advertising that many businesses have been doing for years.

Jessica Hoffman (Photo provided)

Jessica Hoffman
Senior Account Executive, Tucker Publishing Group

How long have you been in media advertising sales, and how did you get your start?

I was hired full-time at Tucker Publishing Group in December 2001. During my last semester at the University of Southern Indiana, I was an advertising intern for Evansville Living magazine. The owners hired me before I graduated, and I started in December after I completed my finals. I served as a marketing coordinator in my first year at the magazine. The sales reps then asked me to schedule sales calls for them. When the owners were interested in hiring an additional sales rep, I thought I should throw my name in the hat. I figured that if I could schedule sales appointments for others, I could likely do it for myself.

Who had the most influence in helping you become successful in sales?

A combination of people and experiences has led to my success in sales. I started selling Girl Scout cookies as a kid, followed by yearbook ads in high school. I ran track in high school and worked hard at it. I’ve always had a competitive spirit, but it has always been about trying to be the best I can be. I selected advertising as my major and interpersonal communications as my minor in college, because I liked the professors that taught most of those courses: Bob Jeffers and Leigh Ann Howard. I was not a quick success out of the gate in sales. I credit the owners of the magazine, Todd and Kristen Tucker, for giving me the time I needed to figure out my plan of approach and the systems I needed to create to be successful. Jennifer Roe and Prudence Hoesli, who served as account executives alongside me at the beginning of my career, were great role models both personally and professionally. Ryan Dohrn and Brain Swell Media's webinars were extremely helpful when navigating sales through the pandemic. My identical twin sister works alongside me daily as the magazine’s other salesperson. Sales is a difficult job, and we lift each other up. We occasionally tag team on appointments and use each other as sounding boards. It has been such a blessing in my adult life to come to work and know we are doing this together.

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?

Show up every single day. Try very hard not to measure your success on a given day by your current sales number. Focus your day on enjoying your phone interactions, in-person meetings and email correspondence with people. Stay up-to-date on the industry by reading about it, as well as reading about the local community in which you are selling. Treat the people you are meeting with respect. Everyone is extremely busy. Show up prepared for your appointment by knowing about their business and what you want to accomplish at your meeting. As a company, we have been print-centric and are just now getting into offering digital solutions. I’m choosing to approach it with a sense of excitement and possibility. There is so much to learn about digital. I’ve always wanted to offer clients options that are best for their business; digital is giving me those additional tools.

Lenora Howze (Photo provided)

Lenora Howze
Executive/Advertising Director, The AFRO

How long have you been in media advertising sales, and how did you get your start?

I’ve enjoyed every minute of my 30+ year career in media sales, from The Philadelphia Inquirer to The Baltimore Sun, and now at The AFRO.

Who had the most influence in helping you become successful in sales?

My first director at The Baltimore Sun, Jack Ross (now deceased), not only helped me become successful in media sales, but he helped me coach others to succeed as well.

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?

It may sound pretty obvious and fundamental, but sales is a “numbers game.” The more prospecting you do and the more calls you make will help you perfect your pitch, but it will also help build your knowledge and confidence in the products you sell.

For those who may be frustrated with the ever-evolving world of digital advertising, I advise you to research all of the digital solutions so that you can at least articulate their benefits. That will go a long way toward you being the trusted media consultant your clients want you to be.

Suzanne Purcell (Photo provided)

Suzanne Purcell
Senior Account Manager, Rough Draft Atlanta (Atlanta Intown and Reporter Newspapers)

How long have you been in media advertising sales, and how did you get your start?

I got my start in media advertising sales shortly after I graduated from college with a business degree in sales and marketing. Like many graduates, I didn’t clearly grasp what I wanted to do career-wise. My father, an ad agency executive, connected me with various media contacts — including his long-time rep at The Atlanta Journal-Constitution, who was responsible for hiring sales assistants. It all happened very fast. Within a week, I interviewed for the job, received an offer and gratefully accepted it (having no idea what was to come). At the time, I thought I had pressed the “Easy” button since I needed a job after taking the summer off. Little did I know this decision would lead to a challenging and enriching 30-plus-year career in media sales and management — and lifelong friendships with people who inspire me to this day.

Who had the most influence in helping you become successful in sales?

It’s tough to pinpoint one person, as I have been fortunate to have many people help me throughout my sales journey. My father was on the media side of the ad agency business, so you know he was “sold to” more times than you can count. My dad told me when I interviewed for my first sales role to end the interview by asking for the job. Sales 101, right? He continued to help me as my career in sales evolved and was my biggest supporter and fan.

Molly Padilla was also a huge influence, helping reframe my expectations of myself and transitioning me from “fairly respectable” to a top performer on the major-accounts team. She saw my potential and hunger to grow as a seller; she was invested in my success. Molly challenged me to get outside of my comfort zone and wasn’t afraid to give me constructive criticism. And she made the job fun and rewarding. I was fortunate to have Molly in my court for so many years of my career — and I hope I’ve been able to impart even a fraction of the guidance and positivity she showed me to my colleagues along the way.

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?

I recently read an article titled “When they say, Sell this pencil.” Sellers know this is the ultimate sales interview question. It reminded me that the “pencil” — or in this case, our “new digital solutions or products” — may or may not be for everyone. Understanding what our prospects and customers need is the most crucial aspect of being a good salesperson. Here are some questions I like to ask myself that may help those who are frustrated or struggling. Have you really identified what your customers need? Do you understand the intricacies of your digital solutions, and can you easily explain them to your clients? Do you have enough quality prospects who need what your media solutions offer? Do you believe in the value of your products? Do your clients see you as an extension of their team? 

Dianna Roe (Photo provided)

Dianna Roe
Multimedia Sales Consultant, The Winchester Sun

How long have you been in media advertising sales, and how did you get your start?

I’ve been in media advertising sales for 25 years. I started working at my hometown newspaper right out of high school in the composing department — ad design.

Who had the most influence in helping you become successful in sales?

I have had so many over the years, from publishers to sales associates, that greatly impacted 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?

I would have to say that if you want to do this job, you just need to embrace it. It will take some time, but you will learn a new way of selling with digital marketing. I have learned that it does not happen overnight. Lots of work goes into building trust with your clients. We need to show all the tools in our toolbox that can help their business succeed and prove it!

Sara Schultz (Photo provided)

Sara Schultz
Advertising Sales Representative, Sethre Media Group (Fillmore County Journal | Visit Bluff County Magazine | Perfect Glossy | SMG Web Design)

How long have you been in media advertising sales, and how did you get your start?

I have been in media advertising sales for just over two years. I started working at Sethre Media Group as a graphic designer. After a year in my role, I was approached by my boss about the possibility of getting into sales. I started with a small territory — dividing my time between sales and graphic design. After a few months of success, I took the leap into a full-time sales position and haven’t looked back!

Who had the most influence in helping you become successful in sales?

My boss, Jason Sethre, has had the most influence in helping me become successful in sales. Not only did he allow me to get into sales when I had no prior experience, but he has continually provided positive feedback throughout my career. I feel so lucky to have a boss who truly values his employees.

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?

Focus less on selling the products & more on selling yourself. By this, I mean get to know your clients and be more personable. Ask them about their weekend plans and learn about their interests, families, etc. … Once you have built a solid relationship with your clients, the selling becomes much more natural.

Lauren Stauffer (Photo provided)

Lauren Stauffer
Business Manager, The Northside Chronicle

How long have you been in media advertising sales, and how did you get your start?

I joined The Northside Chronicle as the advertising manager seven years ago. Before that, I was consulting with community-based groups, event planning, building websites and selling my handmade, one-of-a-kind wares. Between those endeavors, I became a paying advertiser in my neighborhood's newspaper. Some of the core values I was searching for in full-time employment at the time were observable in the newspaper business — including working for a product-based company made from renewable materials and that benefitted a community. Within the first year of my tenure, the City of Pittsburgh lost its second daily newspaper, with the one left reducing print editions shortly after that. It was a little scary realizing I had just jumped aboard a shaky landscape, but I focused on rebuilding the website's advertising options to remain on trend while seeking clients who still valued print.

Who had the most influence in helping you become successful in sales?

My success in sales at The Northside Chronicle comes from our tiny team, and at the helm is Mark Masterson, executive director of the Neighborhood Community Development Fund, the parent company of The Northside Chronicle since the early 2000s. He’s been a mentor to me over the years. He supports my ideas and efforts, particularly with the Pittsburgh Community Newspaper Network concept I developed at the end of 2019. COVID shutdowns accelerated that work-in-progress, and within a year, I could sell placements in seven other community newspapers in the metro area.

From my long-gone designer days, I would need to acknowledge John Barnett, who left this world too soon. He was the sales director for an international furniture and lighting designer based in Philadelphia, where I had the privilege of working as their assistant designer. He showed me the ropes of finding the right price point, positioning the product and, most importantly, being an example of whom to be when working with challenging individuals or situations.

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?

All sales are about who you are in relation to the client, your ability to provide solutions and your availability to grow together in the process. Knowing your client’s business, your strengths and your company’s products inside and out help tremendously. If you think you already know, revisit it from another angle to re-confirm it. This can look like asking more questions and listening before pitching a hit at the first, second or third meeting.

In the world of digital products, start with a foundation of what you know to find out what you don’t know. The tech industry is built on intangible code, which I like to think of as the new artificial disappearing ink. With the incessant pace of updates, bugs, fixes, new A.B. tests, hacking and tracking, with a little “did you try turning it on and off again,” it gets easier to see how all businesses are their test products for extraction and which trends are worth investing in or those to watch out for. If you’re speaking to a prospective client who is looking for digital advertising, know they are right there with you, and that’s where you start for your company.

For anyone specifically at a newspaper that still prints, I believe it’s also essential to reposition the narrative of the print product as part of a historic archival ecosystem and how it compares to completely digital records. Where continuing to be a ‘paper of record’ might not seem important to advertisers or subscribers today, the ability for future research is impacted with every lost print publication. If a newspaper is geographically bound in reach and reporting, local advertisers will share in that area identity where their businesses are located. If a community’s history is no longer recorded, does it still have an identity? Aligning a client’s business values with your publication's community mission will reach more local audiences searching for those exact connections. To me, that’s way more noticeable in person than the given impressions from AI-generated algorithms.

Kelley Starr (Photo provided)

Kelley Starr
Sales Representative, Media Sales Plus

How long have you been in media advertising sales, and how did you get your start?

I’ve been with Media Sales Plus for over 11 years. Before my start at Media Sales Plus, I worked in sales at a retail store for many years, which ended up going out of business. A friend of mine had a family member who worked at Media Sales Plus and suggested I apply; the rest is history.

Who had the most influence in helping you become successful in sales?

Honestly, everyone at the company, every different department and stage of my career at Media Sales Plus has helped me become successful at my job. During my time at the company, I’ve worked with many people in many different roles, and each person had a unique, helpful insight that I’ve carried with me. I’m genuinely grateful for the opportunities that keep presenting themselves at the company.

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?

Educate yourself on the products and solutions, understand and learn about your potential customers and most importantly, don’t give up! No sale is too small. If you stay driven and consistent, you will get where you need to be.

Jess Uptegraph (Photo courtesy of Jamie Empfield Photography, Indiana, Pennsylvania)

Jess Uptegraph
Advertising Manager, Indiana Gazette, Sample News Group 

How long have you been in media advertising sales, and how did you get your start?

I have been with the Indiana Gazette for over 10 years. I started taking and editing sports teams, dance programs, and news images in the photography department. Working Friday through Sunday and late evenings, I started taking photos for the editorial department. This was exciting as I still enjoy taking photos of any event. My favorite is sports.

I was approached by a co-worker asking if I would like to be in the adverting department. Being a people person, they felt I would do well in this setting. I moved over to advertising and never looked back. I started as a small territory consultant and moved my way up. I grew with my clients making lasting friendships.

Who had the most influence in helping you become successful in sales?

My biggest influence is my family. They are always there to support me. My older brother always told me I could “sell snow cones to an Eskimo.” He might have been onto something. Being in sales is not always easy. I have learned a lot through the relationships I gained working with small businesses and large car dealerships.

One of the many influences was my first manager, Jarrod Lash. He believed in me and helped build my confidence when I felt I was not the best fit for this position. He knew how to get me to go above and beyond — knowing I could never say no to a competition. I also need to credit my whole team here at the Gazette. Without Brian, Steve, Paul, Sherri, Kylie, Mary and Dawn, I would not be where I am today.

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?

My advice is to take time and acquire information about the new digital world and how it will help you. Building a relationship with your clients will make them feel that they can trust you. Being educated and familiar with the digital products best suited to the client’s needs and the business you are working with. There are not one size fits all digital solutions. Depending on the type of message a client is trying to get out to customers, you need to be able to customize by knowing everything in your toolbox — from online sponsorships, traditional banner ads, email blasts, geofencing, behavioral targeting, OTT, SEO, SEM and social media. You must trust the data and show the client tangible results from the campaign you executed for them. Work with them to show attribution based on the data. Constantly monitor the campaign’s performance and be able to change quickly if it is not working by tweaking the creative or revaluating the target audience.

I feel that print is not dead. Many clients and readers still look at it. If you bundle print and digital together, you’re reaching most of the market share. I suggest making each package custom for the client. I have learned that the ones that struggle are the ones that need the extra push and don’t fully understand what the digital options are offering. I was once told to embrace the changes. Things will look different than they did five, even two years ago. With digital options, you get to learn something new every day. I like digital, as it’s constantly changing.

Vickie Sue Vigil (Photo provided)

Vickie Sue Vigil
Advertising Director, Arkansas Publishing Company

How long have you been in media advertising sales, and how did you get your start?

I started working at The Mountain Mail in July of 1977. I had no previous sales experience besides waiting tables in college, but I have always been an outgoing, positive person, which led Merle to hire me to work classifieds. As he grew and purchased three additional community newspapers, I directed each salesperson in those offices and two people in the Mountain Mail. 

Who had the most influence in helping you become successful in sales?

Merle Baranczyk. Merle sold advertising before moving to Salida to manage and eventually purchase the newspapers.

He knew the importance of honesty and loyalty with the advertiser and forming a relationship with the business owner. Over the years, he has been an uplifting force in our sales growth. Never micro-managing my department but was always there with ideas and support. Always emphasize knowing your clients and preparing before you go for a sales call. Be accurate and consistent, and always enjoy your job with pride.

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?

I struggle with this. Our family of newspapers is all community papers. No national news and no national advertisers. We have always believed that the words “community newspaper” go hand in hand. We are old-school. Readers like to see births, obits, sports, opinions and news throughout the pages of our print product.

Making the transition to some digital is still hard for me regarding sales, but we are moving slowly on this. We try and bundle accounts if we think they are interested and currently include a digital component with all of our special edition products. My advice … treat it like a display package; bundle it with print if you can, and know your numbers (page views, visitor numbers, etc.) Digital is not for every small business in a market like ours. I would target businesses that could benefit from an annual digital budget — real estate firms, VRBOs, hospitals and the city. At the very least, if your numbers are good, then these businesses should have an ad that links directly to their websites. 

Having this traffic on your site will only improve and enhance sales for smaller businesses. I still struggle with getting retail and event advertising on any kind of regular digital program. Keep trying. In this world of marketing, if you are not persistent, it is hard to close the deal.

Kelley Wood (Photo provided)

Kelley Wood
Sales Executive, New South Media, Inc.

How long have you been in media advertising sales, and how did you get your start?

After working seven years for a collection agency, I was hired by New South Media as an account executive to sell advertising for one of the company’s custom national publications — the Small Business Administration’s Small Business Resource Guides. We published 72 magazines across the country and in Puerto Rico. When the SBA ceased publication of the resource guides in 2020, I became the lead account executive for our city pub, Morgantown magazine, and W.V. Weddings magazine.

I don’t have a degree in marketing or sales, but as a former ballerina, I have learned to work well under pressure and adapt to changing situations. I’ve always been a people person and a good listener. I enjoy talking to my clients and figuring out how to help them build their businesses through advertising.

My experience working in collections taught me how to talk to people on the phone, respond when being told “no,” and have difficult conversations professionally and empathetically. That skillset came in handy when transitioning to media advertising sales.

Who had the most influence in helping you become successful in sales?

I’ve struggled with this answer because many people have helped me along my journey. It does take a village. Our editorial team creates products that make them easy to sell. We see our magazines and digital products as community and business builders — and our clients are truly our partners. When I first transitioned into sales, my then-sales director Heather McIntyre did a fantastic job training me on how to be successful in sales. She started at ground zero. She is a natural and patient teacher who gave me a great foundation and creative strategies.

My current sales director, Bryson Taylor, has been “the calm in the midst of the storm." As COVID-19 reared its ugly head, we had to pivot like most media companies. It was a stressful time. I transitioned from working on a national publication to working on our local magazines, which required me to have more face-to-face time with clients. He helped me make that transition and have confidence.

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?

I’m naturally an outgoing, happy, easy-to-talk-to, and positive person. I’ve learned that when the going gets tough, just breathe and walk away. Adapt, and push through the tough times. There are always lessons to learn, so reflecting and applying those lessons is important.

When it comes to digital advertising, I think you must first change your perspective on it. Most people see digital solutions as something difficult to understand and even harder to sell. I don't see it that way; I see it as an opportunity. Don't be afraid to take notes, study digital ideas and talk with your digital solutions manager. Ask questions, even if you think it’s a dumb one, because I can guarantee you that it's a question your client is going to have at some point. Digital provides opportunities to help our clients, which is exactly why we do what we do.

Peggy Woodard (Photo provided)

Peggy Woodard
Ad Sales Representative, The Goldendale Sentinel

How long have you been in media advertising sales, and how did you get your start?

My career in ad sales began in early March of 2019 when I stopped at The Goldendale Sentinel and asked if they had any jobs available. Lou Marzeles, the editor, said they needed some help in ad sales, we negotiated a bit, and here I am.

My start with sales, in general, began in 1994 when I opened a Christian bookstore in Goldendale with no prior experience or education in it. I remodeled three different condemned or partially condemned buildings as the years passed, and in the third one, in 2010, I added a tea room. The ministry part of the business was what I excelled in, but the business aspect was just not my “cup of tea.” In January 2017, I had to close.

In February 2017, I began working as a Pacific Northwest sales representative for the same national Christian distributor I used in my store, representing 16 different gift companies. Two years later, my position was discontinued when the company completed an internal reorganization, and I was unemployed for almost three months. That is when I stepped into The Goldendale Sentinel.

Who had the most influence in helping you become successful in sales?

Our advertisers have been a tremendous influence in helping me succeed. They are a joy to work with, and besides being extremely patient and encouraging during my initial learning curve, our relationships have only deepened in the almost four years I have worked with them. 

Four individuals stand beside me every working day, supporting me by being patient, encouraging, and helpful: The Sentinel’s editor, Lou Marzeles; the owner and designer, Leslie Geatches; our bookkeeper, Naomi James; and my husband, Jim Woodard. Without these people, I would not be able to do what I do.

And beyond a doubt, Jesus had everything to do with my success in ad sales. It was He who led me through all my life experiences, even when I was woefully underqualified, and brought incredible people into my life to bring me to this particular newspaper at this specific time, giving me the drive to be a help to The Sentinel, local businesses, and our community as a whole. 

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?

Emails alone will never bring in the businesses needed to increase productivity. There is nothing like face-to-face contact with business owners or managers when building the trust you need to grow your ad sales. Taking a sincere, personal interest in each advertiser and their business is probably the best advice I can give. Remember, it is not just a business or another ad on the runsheet you are dealing with, but people doing their best in their own life situations. An owner needs to know you have a genuine concern for their business to prosper. Sometimes, emailing a short note, stopping by their place of business, or giving a quick phone call just to see how they are doing, without trying to sell them something, goes a long way in proving your sincerity. I have found that my customers appreciate compassion without being sappy, with a bit of humor.

Practically speaking, contracted ads are a fabulous way to strengthen sales and relationships with advertisers because you can offer higher discounts. That makes the advertiser happy, and guaranteed ads are excellent for the publication. If a small business does not want to contract ads, bundling is always a great way to offer good discounts. When you tell an advertiser they will get “x amount of discount” for doing “x amount of print ads plus whatever size of digital,” it can pique their interest. Also, advertisers usually appreciate knowing you are concerned about their budget. Times are a bit tough for many businesses now, and if they think you are only out for the biggest ad you can squeeze out of them, they will shut you down. Let them know you are there to assist in their business' success. 

My last piece of advice is to have fun and not give up. If you enjoy what you are doing, people notice and respond more positively whenever you contact them, even if they decline at the time. Kindness and perseverance can produce positive dividends.

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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