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LMA President Nancy Lane

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LMA President Nancy Lane » Editorial priorities » Think Philly in » Useful online marketing PG 3 Hear from guest the Fall PG 4 tools PG 11 columnist David Arkin Today JULY 2014 ●●●●●● WWW.LOCALMEDIA.ORG ●●●●●● INNOVATEToday | EDUCATE | INSPIRE Social+Mobile Agenda to Feature SoMoConference: A ‘don’t miss’ event Execs from Facebook, LinkedIn, is next month! The agenda and speaker line-up is on fi re for next month’s Social+Mobile: Show Me The Money and Instagram, Pinterest & Google now includes a virtual ‘who’s who’ of players in this xecutives from most of the world's largest ■ How Targeting Local vital space. Check out some of the top names on social media companies will be speaking at Session line-up Mobile Drives ROI & the program: E the upcoming Social+Mobile event, a collab- Engagement includes: Joseph Naylor, Cox Media orative e ort between LMA, Borrell Associates and the Group; John Silverman, xAd Local Search Association. "We are thrilled to have ve ■ Why Big Data Matters & ■ Using SoMo to Drive of the heaviest hitters in the social media industry on How to Use the New Tools from LinkedIn Healthcare Revenue our agenda," said Nancy Lane, president, Local Media Lutz Finger, ‘Big Data Guy’ Locally Association, "It is especially rare to see Instagram or and Director/LinkedIn Matt Baldwin, Borrell Pinterest at a media conference so this is a huge deal. Associates ese executives are going to share information that ■ Working With Major ■ Mobile Delivers Strong will help attendees monetize and use social in more Social Sites ROI for Advertisers PJ MacGregor, Instagram; Jason Peaslee, rive Ted Zagat Lutz Finger meaningful ways." Joel Meek, Pinterest; Ted Analytics; Hynek Stehno, Facebook ‘Big Data Guy’ Zagat, Facebook; Shannon SMG Local Spectrum SMB ads Director/LinkedIn e conference focuses heavily on the revenue side Kinney, DreamLocal Digital and the organizers have identi ed many great case ■ Driving Innovation Across ■ Keynote: Mobile Matters. YP's Social, Search & Mo- studies from broadcast, directories, newspapers and A Lot. pure plays to share with So+Mo attendees. bile Platforms. Greg Stuart, Mobile Luke Edson, VP for YP’s Marketing Association National Markets Group ■ How Regional Retailers ■ Using Social to Build & Use SoMo to Build Monetize Audience Business Beth Lawton, Author & Moderated by Doug Social Consultant; Shannon omas, Centro Kinney, DreamLocal Digital PAID 98204 ■ Show Me e Money ■ R&D Partners Show Us PRSTR STD US Postage Moderated by Nancy Lane, Greg Stuart e Money Joel Meek Sound Publishing LMA. Panelists include Rick Mobile Marketing Pinterest Gordon Borrell, Borrell Bastian, DexMedia; Stephen Association Head of Partner Online Associates, keeps the ball Global CEO Sales & Operations Gibbons, Entercom; Jason rolling in this working lunch Holmes, Advocate Digital session Media When it comes to marketing, mobile devices are becoming a heavy infl uencer. In-store beacons can ping your smartphone as you stand in the allergy aisle and give you a coupon for tissues,“ or a clever restaurateur can ping people as they pull into a mall parking lot around “lunchtime. This new wave of media mixes personal marketing and social etiquette to set a hook in potential customers. This conference rides that wave and is designed to showcase the most powerful money- making programs for local media intrapreneurs. — Gordon Borrell, Borrell Associates PJ MacGregor Luke Edson Instagram YP.com Brand Development Lead Vice President BONUS OFFERING! ADDRESS SERVICE REQUESTED ADDRESS SERVICE Google AdWords Training Two full days immediately prior to So-Mo Confer- ence, begins Monday August 18 at 9AM sharp, same THE Social+Mobile –Show Me The Money location as conference. AUGUST 20-21 Additional fees apply. Students will be fully trained DETAILS Sheraton Chicago O'Hare, (847) 699-6300 and ready to take the Google-administered certifi cation exams. Hotel rate is just $145 /night if booked by July 28th! www.localmedia.org/Events Contact [email protected] for info Local Media Association 116 Cass Street MI 49684 City, Traverse LMA HQ can help with travel planning. 888-486-2466 and to sign up! 2 | LOCAL MEDIA TODAY | July 2014 AN OFFICIAL PUBLICATION OF Q& A with... Local Media Today is published in print and digitally by the Local Media Association, the only non-profi t trade association in North America that specifi cally represents the needs and interests of local newspaper and media companies, their multi-media A Top-notch Google AdWords Trainer publishing entities and other community based affi liations. With a tagline of Innovate. Educate. Inspire "There is a lot of competition in this space. There are a lot of LMA provides leadership for its members and support for their endeavors including their resellers who take short cuts. Certifi cation not only gives you a pursuits of journalistic excellence, sales and marketing expertise, audience development, distinguishable competitive advantage, it arms sales reps and community-centric initiatives and leadership values through the ongoing development leaders with the confi dence to walk in a door and sell search." and dissemination of powerful, innovative and valuable resources. LMA Headquarters: 116 Cass Street Traverse City, MI 49684 888-486-2466; Joined the LMA team last year in the brand new position of Fax: 231-932-2985 TrainingAmie & Development Stein Director and literally hit the ground running. In her short time, email: [email protected] she’s trained over 400 media reps, attended and spoken at numerous conferences and www.localmedia.org state press association gatherings, recruited recent college grads for the media LMA OFFICERS & DIRECTORS industry and is currently seeking a second trainer for this growing division. Chairwoman of the Board / SNI Vice- Chairwoman / LMAF Treasurer Gloria Fletcher | Sound Publishing, Inc. First Vice Chair / SNI Treasurer Clifford Richner | Richner Communication, Inc. manage their search, why not you? It’s just one more tool for customer Second Vice Chairman Gordon Borrell | Borrell Associates retention. I could go on, but, yes, there are tangible bene ts. Treasurer Suzanne Schlicht | The World Company Going Well Tell me about how becoming certi ed can lead to increased Secretary Q sales? What is the potential? Matt Coen | Second Street, Inc. Immediate Past LMA Chairman/ Beyond Google Current SNI Chairman So, that tripling of sales I mentioned above, 90% of it was John Humenik | Wisconsin State Journal A incremental revenue. Search allows you to gain share in areas Directors: where dollars are shifting, search allows you to walk in ANY door-we are Roy Biondi | This Week Community Newspapers AdWords Henry Bird | Community Newspaper Holdings, Inc. no longer bound by traditional categories of business. Nor are we Robert Brown | Swift Communications bound to any geography. Brandon Erlacher | The Elkhart Truth One of the best success stories I witnesses was a sales rep who Kevin Kampman | Winston-Salem Journal Terry Kukle | Metroland Media Group Ltd. I want to dig in to the numerous initiatives you are managed a senior facility in the market we sold and suddenly had the Chris Lee | Deseret Digital Media Q involved with as LMA’s Training & Development Director Peter Newton | Gatehouse Media business of 13 additional markets in non-contiguous areas. at would Mark Poss | Red Wing Publishing but rst, can you give us a thumbnail of your career path to date? never have happened with almost any other product line. Ben Shaw | Shaw Media Kim Wilson | The South Bend Tribune Sure. I started working in the newspaper immediately Once certi ed, does a rep remain certi ed forevermore or are LMA STAFF A out of college and worked for Journal Register Company Q there periodic re-certi cations? President in St. Louis. Up until joining LMA just over a year ago, I contin- Nancy Lane 843-390-1531 | [email protected] ued to work for various media companies including Pulitzer Inc, Currently, and this could always change, there are two exams Vice President of Operations Lee Enterprises and E.W. Scripps. After a few years working as an Al Cupo account executive, the last 15 were spent in either Advertising A required for the certi cation. One of the two (Fundamentals) is 215-256-6801 | [email protected] Director or a Senior Associate Publisher roles. I believe I have good for two years, the other (Advanced) is good for one year. Sales & Marketing Director Pete Conti overseen just about every vertical of advertising business during 888-486-2466 | [email protected] this time. You have also pioneered other training initiatives within LMA. Classifi ed Avenue Director of Sales Tell us about some of these and what media companies can Deanna Lewis Q 888-486-2466 | [email protected] Within LMA you are probably best known (so far at least) expect as a result of undergoing the various o erings. Q as a top-notch Google AdWords trainer. Why is becoming Sales & Marketing Manager Lindsey Leisher Estes certi ed in this so valuable for local media reps? Most recently I have been taking another program on the road 410-838-3018 | [email protected] A - the 14-Week Sales Process Training which was originally Training & Development Director ere is a lot of competition in this space. ere are a lot Amie Stein developed as a "turn-key" program for ad managers to execute. I am A of resellers who take short cuts. Certi cation not only Local Media Today Editor doing full day sessions with teams of both account executives and Deb Shaw gives you a distinguishable competitive advantage, it arms sales 888-486-2466 | [email protected] reps and leaders with the con dence to walk in a door and sell managers. e day is highly interactive and covers the essentials of the sales process "Mastering Sales Fundamentals".
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