Tony Marsella,
VP Marketing Services
NAA

…opened the 2003 NYNAME conference with a motivational talk on leadership.
His counsel to newspapers: Re-engage with your clients and your sales staff. We are too focused on internal reports, meetings and technology and must re-discover the people side of our business.
He observed that while we must inspire, motivate and lead newspaper sales teams, we tend to manage, direct and administrate our people as if they are impersonal assets.
Tony encouraged NYNAME members to see themselves and their business from the perspective of our clients, and to seek greater understanding of client businesses as well.
Tony’s June 9 address to the NYNAME group was even more notable in that it was his last as an NAA representative. Tony is joining Morris Communications to lead their classified advertising program at the corporate level.

Scott Stines
President
mass2one

Kicking off the second day of the 2003 NYNAME conference, Scott Stines of mass2one spoke about the growth of direct marketing and the revenue opportunities available to newspapers in classified, retail and circulation marketing. In particular, Scott detailed the transition of high cost per impression direct mail to low cost permission-based e-mail offers and campaigns. Real-world consumer and recruitment classifieds, special section and ad-renewal case histories were detailed. (Scott will be busy with follow-up appointments)

Andrew Klein
Vice President
Kleins AllSports

With 13 stores in locations from Massachusetts west across the Mohawk Valley and north to Watertown, Kleins is a significant client to most of the 2003 NYNAME attendees.
Andrew Klein shared the perspective of the family-owned small retail chain operation in a world of increasing challenge from the big-box national retail chain stores. He shared new store and department strategies, retail and consumer trends and Klein’s community involvement. Andrew also gave his perspective on the media, print and broadcast. Speaking to the newspaper partners present, he spoke to the immediacy of ROP and the consumer interest in tabs; unreliability of newspaper reproduction; and asked for a more personal, partnering relationship with newspapers.

Erik Neubart
Associate Advertising Director
Verizon Wireless

Overseeing one of New York State’s largest newspaper media budgets, Erik Neubart was an eagerly anticipated client presenter at the NYNAME Spring 2003 conference.
Detailing the superior characteristics of newspaper advertising value in meeting the needs of the telecommunications industry, Eric also spoke to challenges he felt newspapers needed to address: space vs revenue contracts; poor reproduction/color; declining circulation/ increasing rates; and low readership among young adults. He also asked newspapers to bring Verizon Wireless more local partnership opportunities – not just another ad section, but community events and activities.

Bob Scaife
VP Marketing
Smaller-Market Newspapers, NAA

Moderating the always-popular Great Ideas session for the 2003 NYNAME conference, Bob Scaife brought along his own collection of winning revenue builders from across the country.
Each year, each attendee is required to bring along their most successful sales development ideas and share them with the group. Attendees are generally successful adapting at least one idea to have one tangible revenue justification returning for another year at NYNAME.

Susan Moyer
Northeast Regional Marketing Director
KeyBank

…was the first client presenter at the 2003w NYNAME conference in Alexandria Bay. Susan gave a fact-filled presentation detailing KeyBank’s consumer segmentation and market prioritization strategies, both of which factor in media budgets and selection. Most valuable were her forecast for KeyBank’s 2003 2nd half print advertising and tips on how to develop collaborative sponsor dollars with KeyBank in local markets.
Also present was
Susan Radzyminski,
VP Marketing, KeyBank New York.

Mike Blinder
President
Multimedia Sales Specialists

Mike Blinder challenged 2003 NYNAME attendees to maximize revenue through effective sales of their multimedia assets.
Mike used numerous real world success stories from large and small markets to provide insight on how newspaper websites offer new customers and new revenue opportunities.
Mike asked that we think like the client and remember what their objectives are. Sell them what they want, not what we want to sell. Package it so they can do business with us easily, not how it’s easiest for us to handle their business.