Professional background of Pete
Specializing in new business development, Pete has had a successful media career working in a wide range of media, including radio, magazines, newspapers, digital and more.
Pete has focused much of his career in marketing and sales on new business development. Pete has creatively worked in a variety of positions with the goal of maximizing revenue opportunities no matter the economic or market conditions. From the launching a new niche magazine to creating buzz in the marketplace through event marketing and everything in between, finding creative solutions to everyday revenue needs is what Pete does best.
Pete has worked with a wide variety of daily and weekly newspapers, niche publications, direct mail products, magazines and a variety of digital products throughout Indiana, Illinois, Iowa, Missouri, Michigan and Minnesota.
Areas of strength include:
Strategic Planning · Process Improvement · New Business Development · Team Building
Leadership · Account Management · Coaching & Mentoring · Business Assessment · Sales
Negotiations · Talent Management · Client Communications · Marketing Management
Business Type: Business and Professional
Business Type: News and Information
Business Type: Publishing, Printing and Binding
Mobile Services: Yes
Online Services: Yes
1133 Jackson St.
Anderson IN 46016
Cell - (317) 752-1886
Brad Lyons, former Sales Manager CNHI
Bill Hanson, Publisher, News and Tribune - Jeffersonville
Beverly Joyce, Publisher, Danville Commercial-News
Cole Schultz, Financial Solutions Specialist at Cisco Capital
Denise Gibson, Sales Development Manager, AdMall
Todd Speelman, Regional Director of Radiate Media (formerly Matchbin)
Pamela Lego, Director of Advertising for Midwest Advertising Placement
Mike Casuscelli, former CNHI publsher
Mark Cohen, COO of Pioneer Newspapers
Erin Fox, former digital sales rep for CNHI
Jonell Kerr, former CNHI ad director
Ginny Bergerson, Retail Advertising Manager, Mankato Free Press
Tina St. Clair, former VP of Sales and Marketing CNHI
Barbie Jones, former CNHI circulation director
Tanya Natalie, Account Executive at Midwest Printing
John Senger, Advertising Director, Greenfield Daily Reporter
Kevin Green, Regional Managing Editor, Greensburg Daily News / Rushville Republican
Timothy Dellinger, President, Advantage Newspaper Consultants
David Johnson, Advertising Director, The Flyer Group
Jim Santori, Publisher, Mankato Free Press
Lori Grass, Business Development Manager for Right On Interactive
Any trend or fad reaches a peak and then fades away; sometimes slowly and sometimes abruptly. Facebook started with college aged users and was quickly adopted by teenagers. Eventually the adults arrived, myself included and the Facebook boom was officially on.
I'm not saying that the boom is turning to bust; at least not today or likely tomorrow. But I did think that once the parents of the initial users adopted use of Facebook, the coolness of the product would wane and eventually be replaced.
Pew Internet has released details on teen usage of social media. The findings suggest that Facebook is losing momentum to Twitter as the social media outlet of choice for teens.
The article, available at http://247wallst.com/2013/05/22/facebook-use-falters-among-teens-as-twitter-use-rises-pew/?link=mktw has two big passages of note regarding social media usage.
#1 -- Teen Twitter use has grown significantly: 24% of online teens use Twitter, up from 16% in 2011.
# 2 -- Focus group discussions with teens show that they have waning enthusiasm for Facebook, disliking the increasing adult presence, people sharing excessively, and stressful “drama,” but they keep using it because participation is an important part of overall teenage socializing.
I've been leery of investing in Facebook from the beginning because of this potential outcome. Beyond the financial implications for investors, this creates the need for many marketers to reevaluate strategy. Facebook is trying to grab more and more advertising dollars, touting the reach of the younger demographic. Some online publishers focus their social media outreach strictly through Facebook.
Two of my favorite topics....I had to get a look!
It is the story of a legendary beer, brewed by Belgian monks for centuries. They were in need of a new abbey, and partnered with a newspaper to market and sell their beer. Coupons work, especially for world famous, hard to find Belgian beers!
Besides a feel good story about raising money for the abbey, and the impressiveness of their product, there is a good marketing lesson here too. In this world of digital transformation for media, there is still a lot of power for consumers who physically clip a coupon out. The number of people clipping coupons remains very strong, regardless of demographic. 62% of moms collect coupons or circulars and 56% of dads according to research from Cone, Inc. done last year.
"Patch was never built or meant to be a newspaper product for the Web. It was meant to be a place where consumers get great information locally, which is what they want," Armstrong said.
Every media company is trying to figure out the impact of digital on their bottom line and on their legacy platform. Newspapers especially are searching for the right answer.
Armstrong's response might be the best response I've heard yet on how a company can migrate to a digital platform, and more specifically what that means to consumers.
Media companies, marketers and sales reps a trying to place their legacy product, like a newspaper, online and call the transformation complete What I interpret Armstrong to say, and what I think many media companies fail to grasp is that the next digital product has to answer the questions and solve the problems that consumers have. Great information locally at their finger tips is the key; and that information includes news content as well as advertising content.
Currently, Armstrong estimates that between 20 and 40% of Patch's content is user generated. That is a number you could see grow in the future. In this interactive age we are living in, if you have someone responsibly editing and monitoring content, I think this is potentially a good thing. Consumers want information, and in this blog eat blog world we've seen that content doesn't have to begin in a newspaper editorial department. The Boston bombing is just one national example of news being reported first in social media. I can think of several other regional or local stories with similar origins.
Full details on AOL's quarterly earnings can be found at:
Greg Hywood is the CEO of Australia's Fairfax Media, and he spoke recently about their plans which might include no printed editions. At the INMA annual World Congress, Hywood said, "Print revenues have been going down and are going down faster now." His possible solution is the elimination of ink on paper, but first legacy costs will be reexamined.
In Indianapolis last year, the Indianapolis Star announced that their downtown facility was for sale. To my knowledge, nothing has resulted from that announcement yet, but the thought it a good one for newspapers to consider. Hywood observed, "We found that 40 percent of the desks were not being used." The building I'm in, and hundreds of other newspapers across the nation, face a similar occupancy rate. I don't know any newspaper complaining about not having enough space for personnel! Liquidating the capital from too big facilities, some in high rent districts should be an expense savings idea that newspaper company's should embrace.
Buffett and others have suggested that cutting publication days is not the answer to newspaper's problems. I think Buffett is correct in his thinking about pub days as well as stopping the decimation of reporting staffs. But the reality is still a resizing is necessary, so other legacy costs like office space can help make a dent in expenses, and maybe help the future of newspapers.
Here is a link to the column by Rick Edmonds with more details on Hywood's remarks: http://www.poynter.org/latest-news/business-news/the-biz-blog/212548/fairfax-media-ceo-suggests-deep-reductions-in-legacy-costs-need-to-precede-reduced-print-frequency/?goback=%2Egde_4877708_member_238676651
First, it is sad to see such a historic retailer have to resort to such tactics after what can only be described as a utter disaster with the plans of former CEO Ron Johnson. On further review today, I find it ironic that this ad campaign originated under the watchful eye of Johnson.
Bloomberg has a great article comparing past apologies with this one from J C Penney. New Coke and Facebook have each done similar things. But the first thing that came to mind for me was Hardee's.
A few years ago, Hardee's had a lengthy marketing campaign where they said their product sucked...their words....and that they were changing things up. This was the introduction for the big and juicy burgers. Domino's Pizza also did this a few years ago. The question is: will this work?
I have to admit, I went to Hardee's after that campaign. That burger is better tasting than their former product. Now, I've stopped because it isn't healthy, but that is not the point. The point is, at least for me, the marketing worked and as a consumer I sampled the product again.
As for J C Penney, I will most definitely go back and see the changes they are implementing. But that's the marketing guy in me. Whether consumers will return after being driven away remains to be seen. It is still tough times ahead for J C Penney.
Here is the Bloomberg article, which also has a link to the new commercial: http://www.bloomberg.com/news/2013-05-01/j-c-penney-apologizes-in-ad-developed-under-former-ceo.html
Why is that? Two big things leap out: click through rates are very strong for iPhone (and even stronger for iPad), and the perceived notion that Apple consumers have more money to spend that Android users.
In the past few weeks, several well known publishers including the Washington Post and Forbes Magazine have launched their version of paid content within their products. It is too early to predict what the financial impact will be, though if Forbes gets a steady diet of $250K to $1M native advertising sponsors it will be an obviously win for publishers.
In a blog on the Wall Street Journal by Keach Hagey, the Internet Advertising Bureau (IAB) offered statistics for 2012 showing that the sponsorship category for advertising spending was actually down to prior year, off 25% in 2012, to $845 million from $1.1 billion. This is a rear view, and well before big players announced branded content options, but will allow all of us to watch and follow to see what native advertising does in 2013.
Hagey's blog also noted revenue trends for all categories, which are interesting to track. Display advertising grew in volume, because overall digital spending grew 15% in 2012, but lost market share. Display was only up 13% but market share dropped to 21.1% from 21.5%.
Video and mobile continue to grow by leaps and bounds, with video up over 27% and mobile up 212% from prior year.
Check out the blog for full details at: http://blogs.wsj.com/digits/2013/04/16/not-everyone-has-gone-native/?mod=rss_mobile_uber_feed
But the future was before me, with phone alerts to the situation and me turning to the web to get the latest information. Two news outlets deserve praise for their handling; the Wall Street Journal and the Boston Globe. I'm sure others deserve kudos as well, but these two provided text book examples of how newspapers can and will survive in the decades to come.
The Boston Globe was already on the scene doing feature reporting on the event, which had nearly 24,000 runners participating in the marathon. The Boston Globe was doing live blogging as contestants crossed the finish line. The Wall Street Journal was blogging within moments of the first announcement, offering a running dialog of reports and information in nearly real time. The Globe within a short time was offering
The Wall Street Journals blog on the event: http://stream.wsj.com/story/boston-marathon-explosions/SS-2-211979/
The Boston Globe, http://boston.com/ is trying help people in need of a place to stay following the explosion at https://docs.google.com/forms/d/1r2dbf7q2sIiiQWynPNgH74qNeheNycTyk7hXue9AJhs/viewform .
Both outlets offered immediate news and information for those that needed updated, and for those in need of help as a result of the event. Breaking news, if the outlet has fully embraced technology can be covered at an unheard of level by newspapers, making them as relevant as ever. But it only works if the publication and the newsroom specifically are willing to make the investment and take the leap.
It shouldn't take a horrific event for a newsroom and newspaper to take these journalistic principles and put them in place in the local market. Circulation of the printed product continues to decline, and online readers will only migrate to the digital product if the digital product is good.
While I commend newsrooms that covered the breaking news respectfully and completely through digital means, there was still at least one newsroom that did not handle things as I'd like. CNN, and specifically Jane Harman in the moments after the explosion was hinting with no evidence to back it up, that Al Qaeda might be behind the bombings. So much for using caution and good judgement along in reporting.
As I write this, there is still no word on who is responsible. My thoughts and prayers go out to the fine people of Boston. This is certainly no way to celebrate Patriots Day.
Maybe it is me remembering as a kid going to see my dad working at the downtown Sears, waiting for him to close up the cash register so we can go home. Sears - KMart - JC Penney - Montgomery Wards are the department stores of my youth. And it is because of that, I still defend them.
Wards is gone, and the others are a mere shadow of themselves. Sears / KMart seem to have more lives than a cat, though they are nothing of their former selves. JC Penney is the one that has had the saddest future of late, since CEO Ron Johnson came on board.
Johnson's plan of changing JCP has been disastrous to the company's stockholders and to the 100+ year old brand. Johnson's reign has ended, as the board of directors has placed Myron Ullman back in as the CEO.
This is the ultimate story of how American's shop. Johnson was convinced American's did not want sales, the constant barrage of advertising messages. He was wrong. Very wrong.
JC Penney eliminated sales. All the while, rival Kohl's peppered my newspaper, email box and mail box with Kohl's cash and other incentives. My wife, like millions others, LOVED IT.
Is it possible that you could buy the exact same thing at JC Penney for the same or slightly less? Maybe, though I never did a side by side comparison. But JC Penney stopped delivering the message, except through extremely annoying TV commercials with screaming people.
But each week, my wife received inserts, fliers and coupons for Kohl's. It was like ringing the bell for Pavlov's dog: Kohl's cash = shopping time. Like so many American's, my wife would come home and tell me how much money she saved at Kohl's with the various promotions.
Perception is reality. If you think you are getting a good deal, you in fact are getting a good deal. So perhaps it is perception that killed Ron Johnson's job at JC Penney. I just hope it isn't too late for a mainline brand, so much a part of Americana.
The Wall Street Journal has a great look at this story, including financial performance for the department store:
Google has taken a bold step to help you determine the value of digital campaigns, especially mobile. With $11.4 billion on the line with the emerging mobile platform, the stakes are high and Google wants to make sure they get their fare share (and then some!).
They have launched a calculator, designed to help show the ROI of mobile campaigns. http://www.howtogomo.com/fvm/en/d/ walks an advertiser or marketer through the steps to determine the effectiveness. This calculator has Google's best interest in mind, and will place focus on Ad Words which is their bread and butter. But it also has value as a teaching tool for marketers still trying to figure mobile out as well as advertisers trying to do it themselves or just learn more.
Full details on the launch can be found at: http://techcrunch.com/2013/03/26/google-launches-full-value-of-mobile-calculator-to-help-businesses-measure-online-and-offline-impact-of-mobile-marketing/
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Created the Indianapolis sales team for the entire group of newspapers in Central Indiana, concentrating on new business from the Indianapolis metro area, achieving unprecedented growth for our newspaper group.
Developed and implemented sales strategies that resulted in the revitalization of a sales territory and consistently exceeded 100 % of goal.
Dramatically expanded the customer base for the account list by expanding into secondary markets. The results helped this account list to sustain strong growth during my employment.