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Conference Program

We had a great conference in late September and are looking forward to having you join us in San Diego for the 2011 conference. Click here to get the early-early bird special of just $99.

The Monday Sessions

Changing The World - how tools, technology, services and turn-key opportunities are at each of our finger tips. In this session, we will explore the variety of options that are a driving force from outside of our industry, yet made for our industry.  What tools, services and resources are available today, what is shaping the curve as we approach tomorrow and how do we grab hold!

The following companies participated.  Those highlighted had a powerpoint or video presentation.  You will need to have Adobe Acrobat to or Quick Time to utilize these presentations.

  1. Bullet Ad Pay Automation (Not Presented)

  2. Bullet Ad Pay Mobile (Presented)

  3. Bullet AdPerfect

  4. Bullet After College

  5. Bullet Booco - Ranger Data

  6. Bullet Brainworks

  7. Bullet Classified Concepts

  8. Bullet Content That Works

  9. Bullet Job Fulfillment Center/Monster Match

  10. Bullet Legacy

  11. Bullet MacDonald Advertising - EZ Ad Pro

  12. Bullet Wave2Media

Building The Brand

Tony Lee is Chief Alliance Officer of Adicio, a leading developer of Web-based classified-advertising solutions. Tony oversees Adicio’s Network Operations, which includes the Adicio National and Regional Networks and Cross-Posting Network, and Adicio’s alliance with He’s also responsible for managing Adicio’s marketing and strategic consulting efforts and its Best Practices workshops. In addition, Lee focuses on identifying and establishing relationships with providers of services, advertising and content that can be leveraged to help Adicio clients enhance their product offerings and boost revenue generation.

Tony is also the publisher of, which takes an in-depth look at 200 of the U.S.A.’s best and worst jobs and, a job search portal for job seekers in North America.

Lee is a frequent conference speaker in the U.S. and internationally, and has appeared as a career guidance authority on television and radio programs produced by NBC, FOX, CNBC, ABC, CNN, WCBS and The Wall Street Journal, including “The Today Show” and “Good Morning America.”

  1. Bullet Download Tony’s Presentation

New World Order - in this session, we brought together leadership from newspapers in Southern California and across America who have all experienced change; some through bankruptcy reorganization, some through purchase, and some through perseverance.

Bob Brown

Corporate Director, Sales & Marketing

Stephens Media LLC

Bob Brown was recently named corporate director of sales and marketing for Stephens Media LLC. Since 2001 Brown has served as advertising director for the Las Vegas Review-Journal/Sun, one of Stephens Media's newspaper properties.

Brown began his career with Sparks Newspapers, and served as advertising manager for The Sacramento Bee before joining the Review-Journal/Sun.

Brown is a graduate of UC Berkeley and serves on the Las Vegas Chamber of Commerce Board of Trustees, and is chairman of the board for Opportunity Village in Las Vegas.

Stephens Media LLC owns more than 40 newspapers in nine states, as well as an interactive digital media division and publishes print media products including magazines, direct mail, community newspapers and targeted publications.
  1. Bullet Download Bob’s Presentation

Mike Burns

Vice President of Sales & Market Development

Freedom Communications

Mike Burns has nearly 20 years of sales and marketing experience In the Industry. Prior to joining Freedom, he served as Director of Advertising Sales and Development for The Gannett Company US Community Publishing division, where he was responsible for local retail strategies, developing advertising training programs and strategic interactive sales plans and strategies for more than 84 metro and community newspapers.

Prior to his term with Gannett, Burns served in a variety of advertising sales and marketing roles for the Tribune Company, including The Daily Press (Hampton Roads, Va.), The Morning Call (Allentown, Pa.) and the Sun-Sentinel (Fort Lauderdale, Fla.). Burns holds a Bachelor of Science degree in Business Administration and Marketing/Communications from Eastern Connecticut State University and a Masters in Public Administration from Florida Atlantic University.

Freedom Communications, headquartered in Irvine, Calif., is a national privately owned information and entertainment company of print publications, broadcast television stations and interactive businesses. The company print portfolio includes approximately 100 daily and weekly publications, including daily newspapers, ancillary magazines and other specialty publications. The broadcast companies stations five CBS, two ABC network affiliates and one CW affiliate reach more than 3 million households across the country. The Companys news, information and entertainment websites and mobile applications complement its print and broadcast properties.

Marti Gallardo

Vice President, Classifieds

The Wall Street Journal

Marti Gallardo is the Vice President, Global Advertising Sales, Vertical Markets for The Wall Street Journal.  She has been with the Journal since 1993.  Prior to joining the Wall Street Journal, she was Sales Manager for Classified Advertising with The Dallas Morning News.  At the Dallas Morning News she spent her first eight years working with salespeople and clients directly, face-to-face.  She also spent three years as call center manager.

She holds a BA  in Mass Communications from the University of Oklahoma, and has graduated from the Poynter Institute.

The Wall Street Journal is the world's leading publication to reach an affluent, executive audience, more than 3.4 million affluent Americans - and 500,000 overseas readers of the The Wall Street Journal Europe and The Wall Street Journal Asia -- every day.

On Fridays and Saturdays, The Journal applies its same standards of quality and authority to matters effecting The Business of Life. From movies to wine, restaurants to books, The Wall Street Journal has it covered.

Mort Goldstrom

Vice President Revenue Development

Newspaper Association of America

As the Vice President of Revenue Development for the Newspaper Association of America, Mort Goldstrom leverages his extensive media career by leading a band of newspaper advertising evangelists who preach the gospel of newspaper advertising around the country at every opportunity. Goldstrom has been a frequent public speaker at venues around the world, has written numerous articles and columns, has conducted advertising research, developed polls and white papers, and conducted training on numerous advertising topics.

Goldstrom has spent several decades in the newspaper business with experience in all the marketing disciplines, from selling advertising as a sales representative for Knight-Ridder Inc. in New York, to serving as the first online marketing director for Viewtron in 1979. Goldstrom has been a retail, classified, and national advertising manager, and has directed commercial print, online, niche publications, circulation departments, marketing, promotion, research and ad divisions at a variety of properties including: The Miami Herald, The Columbia (S.C.) State, and the Middletown (N.Y.) Times Herald-Record. Goldstrom joined NAA in April 1998.

Goldstrom has a B.S. degree in marketing from American University in Washington, D.C., and an M.B.A. in Organizational behavior from New York University.

  1. Bullet Download Mort’s Presentation

Stephen Wingert


Daily Press, Victorville

Stephen Wingert is the Publisher of the Daily Press of Victorville.  Victorville is in the High Desert region of Southern California, close to Los Angeles, Las Vegas, beaches and mountain resorts.  The newspaper was founded in 1937 and was purchased by Freedom Communications in 1978. The Daily circulation is 24,755 and Sunday is 28,565. He is also part of Freedom Communications.

The Tuesday Sessions

What The World Needs Now - we attempt to do what's best for our customers, but are we fully aware of what they need next? In this session will bring together leadership from Real Estate, Builders, Automotive. We'll explore what they are doing, where their needs are and what a perfect world will look like. A session that will give you strong take-always of "what's next!"

Mark Osmers is the Account Director at Zimmerman Advertising.  He is primarly responsible for the AutoNation Account in California & Nevada.  Prior to joining Zimmerman, he was an accound supervisor at DDB Worldwide?  Prior to that he was an account Supervior at Campbell-Ewald.

Zimmerman Advertising is the 14th largest ad agency in the country. Our clients represent some of the biggest retail brands out there today, including Papa John’s, Nissan, Atlantis, White Castle, Party City, Friendly’s, Pep Boys, George Foreman, Lane Bryant and Carfax. You might even say we’re a retail powerhouse! Zimmerman is headquartered in sunny Fort Lauderdale and has more than 1,100 associates and offices throughout the country. In addition to doing close to $3 billion in billings each year, we are very involved in the South Florida community through our foundation, zMotion.
  1. Bullet Download Mark’s Presentation

Bill Pisetsky, Real Estate Broker RE/MAX International

Bill Pisetsky brings a rare combination of talents to our panel. As a California Real Estate broker for more than 35 years, Bill is sales and marketing expert  in both the residential re-sale market as well as the new home community.

Bill was President of Far West Real Estate Services Inc, a wholly owned subsidiary of Far West Savings. As their corporate broker, Bill was responsible for the rehabilitation, sales and marketing of their entire residential portfolio spanning thousands of homes throughout the state of California.

Later, Bill was the Vice President of Sales and Marketing for some of Southern California's most well respected homebuilders including KB Home and Warmington Homes.

For 15 years, Bills most recent experience was as the corporate broker and Vice President of Sales and Marketing for Shea Homes of Southern California. In addition to the many awards Bill won while at Shea, he was responsible for uniting seven different home building operations across the country, along with Shea's mortgage, escrow, design, industrial, commercial and apartment divisions under one new brand.

Automation - How easy is automation or self-service across all platforms? Is this just a private party play, or can we endeavor to utilize it as our next selling force? Learn what is working in several McClatchy settings, and how you can make this work for your newspaper as well.

Sandy Glover

McClatchy Interactive

Sandy Glover has been a self-proclaimed salesperson all her life. She believes we sell ourselves everyday – with our family, friends, people in line at the grocery store, etc. She has been professionally selling for 21 of those years – most of that time with the Raleigh North Carolina  News & Observer where she has held many titles in the classified division including  Call Center Manager, Recruitment Manager and Real Estate Manager. Sandy also managed to find the time to complete her MBA as well.

Now she does not tell us all this to be a “used car” salesperson or a saint who will come in and save the day. In fact one of her favorite terms is “Burn and Learn” – meaning she has failed many times on numerous projects and always managed to learn from these endeavors – if nothing else not to do it again! In her new role, Director of Classified Advertising Development for McClatchy Interactive, she is in charge of helping us to grow our revenue by looking all over the country for best practice ideas and share those with us, with emphasis in, but not limited to, the interactive arena.

For the past two years, she launched a self serve tool in all her markets and is currently working on the task of standardizing all the McClatchy markets through with SAP and Infosys, as a front end classified, display, online, billing and financial platform for all of McClatchy.

  1. Bullet Download Sandy’s Presentation

Afternoon Intensive Session Leaders

Michelle Ackerman started her newspaper career in 1988 as an intern at The Rocky Mountain News in Denver. She worked there for 21 years including time at the Denver Newspaper Agency which was the business arm of the Joint Operating Agreement with the Rocky and The Denver Post. She worked in several positions including Real Estate Manager, Call Center Director, Training Director and Product Development Director. In June of 2009 she began a new journey as the Classified Director at The Gazette in Colorado Springs. She has served as president of the Western Classified Advertising Association. She is currently active in the Home Builders Association and serves on the Community Advisory Board of The Wildlife Experience. She has degrees in Advertising and Marketing from the University of Colorado Boulder.

Bryan Gilbert is the National Automotive Sales Development Manager for Freedom Communications.  Before joining Freedom he worked for Gannett for eight years, most recently as the automotive manager at The Arizona Republic.  His career has also included time at two automotive-focused ad agencies in the San Francisco Bay area and a seven-year stint as the owner of a successful café.

Dave Hiebeler is the National Real Estate Sales Development Manager for Freedom Communications. Responsible for driving sales, market strategy, consulting, coaching and training for Freedom’s 32 daily and 77 weekly newspapers, including the Orange County Register. He is experienced in the media business for over 26 years and is a sales management and marketing pro with expertise in print, online, vertical brand management and new product launches. He works with Realtor® and

Home Builder Associations throughout the country.  Dave lives in Denver, CO.

Teresa Hicks is the Director of Freedom Communications National Call Center. Known as a Sales leader who gains trust through collaborative sales building skills; Teresa excels at identifying and solving sales problems; she's known for being a thought leader and a prolific idea generator. Teresa enjoys the thrill of the chase and is a key coach on training sales professionals great strategies to close business. Teresa enjoys sharing her insights on cutting-edge in selling. She is considered one of the leading experts in her field.

She has extensive sales and entrepreneurial experience. Teresa has an innate ability to explain sales in a comprehensive & uncomplicated manner that brings you back to the basics. Her sales programs are designed to help sales teams experience better results and deliver higher sales performance.

Frank Minano is the Director Product Development for Freedom Interactive. In his role he and his team work with Sales to optimize revenue results with all advertising products throughout  the Freedom Network. He has been with Freedom for 5 years, formerly serving as the Director of Recruitment with Orange County Register. He has 20+ years of advertising sales experience, including 17 years with the Los Angeles Times and has an MBA from the University of La Verne.        

Jeanne Rogers is a Director of Interactive Sales for Freedom Communications Inc., parent company of the Orange County Register. Rogers is an award winning sales professional for delivering seven figure revenue streams for both interactive and television media for the last 23 years and interactive distinctly for the past 5 years.  Rogers is noted as a forward thinker in revenue enhancement, a tireless relationship builder, and someone who can both think strategically and do tactically.  She has been a contributing writer for iMedia Connection and in her spare time, a budding screenwriter.  Although Rogers expects to win an Academy Award for Best Screenplay before her first grandchild (giving herself & her daughter plenty of time to achieve this), she is here to share insight and best practices for online display advertising including Yahoo!

Bob Scanlon is the National Recruitment Sales Development Manager for Freedom Communications. Bob has 19 years of advertising sales and classified call center experience.  He has an extensive career in the recruitment and online space serving in various capacities to include, but not limited to Regional Classified Director for Recruitment & Call Centers for Media General’s North Carolina Group. Bob’s prior experience spans throughout newspapers primarily located in Wisconsin, to include Baraboo News Republic, Owatonna Peoples Press, Oshkosh Northwestern, News-Record Manager, The Post Crescent and Milwaukee Journal Sentinel. His experience in small, mid-size and large markets assist in building relationships with the various sized newspaper properties and their customers.

Session Topics

Real Estate - are builder's coming back to the market? What are the early signs they are coming back and what can you sell them. – Dave Hiebeler - Download Presentation


Automotive - like the stock market, the auto industry is up and down.  Learn best practices for using data in learning how who to approach for your next pitch. – Bryan Gilbert


Recruitment - online vs. print or is it a battle at all?  Learn what is happening in the space and how to leverage more of what you have in less time. – Bob Scanlon


Yahoo! - if you are selling Yahoo! BT this would be a great session to attend.  Bring your good ideas, and we'll share what's working in our markets.  –  Jeanne Rogers

Real Estate - what is today's Realtor® buying, from whom and are you ready to price it to sell the space? – Dave Hiebeler - Download Presentation


Automotive - pot, dirt or rock lots, no matter what you call them, they are an important part of the automotive sale. What's working and what's not … you'll find out here! – Michelle Ackerman


Recruitment - a deep dive into best practices for health care recruitment advertising – Teresa Hicks - Download Presentation


Weddings & Funerals - how to keep relevant with funeral directors, affordable to families and aggressive with Gen-Y.  How to from engagement to internment. – Frank Minano

Real Estate - rentals, most likely you have rentals in your online solution and are not making the best of it.  Learn how to take back this category. – Dave Hiebeler - Download Presentation


Automotive - RVs, Toys, Motorcycles, Haulers, Off Road, Extreme, Water Craft … how do you make all of this work for your newspaper?  We'll learn how some are doing well with this category – Bryan Gilbert.


Recruitment - colleges, schools and niche markets.  A mixed bag, but how do we unpack these are deliver value to our audience? – Bob Scanlon


Mobile Plays - what is the space for mobile, text, and other remote opportunities for classifieds.  Some categories you'll be surprised who is using text! – Jeanne Rogers

The Wednesday Session

Facing The Future

Stopher Bartol

Chief Executive Officer of

Stopher oversees management, operations and strategy for, Inc. Before launching in 1998, Bartol spent 10 years in management consulting with McKinsey & Company. A native of Sun Prairie, Wisconsin, he earned a Bachelor’s degree from Beloit College and an MBA from the University of Chicago.

Founded in 1998, is an innovative online media company that collaborates with more than 800 newspapers in North America, Europe and Australia to provide ways for readers to express condolences and share remembrances of loved ones.

As the leader in the online memorial and obituary market, is visited by more than 14 million users each month. It partners with 124 of the 150 largest newspapers in the U.S. and features obituaries and Guest Books for more than two-thirds of people who die in the United States.

In addition, the company provides individuals and newspaper affiliates with new and powerful ways to connect during shared times of loss, such as the war in Iraq and Afghanistan, and in the aftermath of national tragedies such as 9/11.

A privately held company,, Inc., is headquartered in the Chicago suburb of Evanston, with information technology facilities in nearby Naperville, Illinois.

  1. Bullet Download Presentation

Jonathan Lansner

For the third consecutive year, this blog has been honored as a “Best In Business” award winner for top financial journalism by the Society of American Business Editors & Writers.

SABEW’s announcement said that Lansner on Real Estate, competing in the large Web site category, was honored alon with the Wall Street Journal’s “Real-Time Economics Blog” and BankRate’s “Mortgage Matters.” SABEW has hosted a blog contest for financial journalits for three years and Lansner on Real Estate — authored primarily by The Register’s Jon Lansner and Jeff Collins — is the only blog to be honored each year of the competition.

Said the SABEW judges of the Lansner blog’s 2009 entry: “This is a great blog — everything a blog should be in tone and content. If we wanted to know something about Orange County real estate, we would go here first. Lots of data about the market.”

Previously, Lansner on Real Estate editor Jon Lansner was named to Inman News’ “50 most influential in real estate online” list.

  1. Bullet Download Presentation

If you like what you see from the 2010 Conference, register now for the 2011 Conference in San Diego and lock in your early bird rate of $99.

Have a topic you think our attendees would benefit from?  Please send an outline to Bill Cummings.

Need More Information?

Conference Registration & WCAA Membership

  1. Christine Holaday Schriock 970-384-8969

Exhibitor & Sponsorship Opportunities

      Leslie Nagy  575-763-3431

Conference Program and Chairperson

  1. Bill Cummings 949-293-0280



Conference Sponsors

Job Fulfillment Center

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