Dallas Morning News expands Interactive & Marketing role
Texas newspaper The Dallas Morning News announced the appointment of Cyndy Carr to the role of senior vice president of sales, and the expansion of Fran Wills’ role as SVP of interactive and marketing, according to the Editor & Publisher
Since joining the Dallas Morning News in 2006 as SVP of interactive, Wills has added responsibility for classified sales. She has executed specific strategies that have assisted with driving improved results for its advertising customers.
Wills is currently leading a company-wide project to implement an integrated advertising system.
In Carr’s position, she will oversee consolidated sales activities for The Dallas Morning News and all its print and digital products and services. She reports to President and General Manager John McKeon.
The addition of Carr to the team signals the Dallas-based company’s increased focus on delivering top-line revenue through an integrated sales and marketing organization that better serves its advertising customers.
Dallas Morning News, Inc. is a daily newspaper that covers local news and information available online, at news stands, or by delivery.
Wills told WinmoEdge that her expanded role demonstrates the focus of The Dallas Morning News
as an integrated sales and marketing organization that better serves its advertising customers.
“Our goal is to better understand our clients’ marketing objectives, connect them with their target audiences across our portfolio of products, and deliver demonstrable results,” she said.
Part of The Dallas Morning News’ consumer strategy will be to focus on better serving its core local audience across multiple platforms, including print, online and mobile outreach. Wills said that this is being articulated in multiple ways.
Four prongs to this approach include extending the “Live Better Here” local advertising campaign; showcasing columnists, investigative and enterprise reporting in new ways; embarking on community dialogues at the executive level and leveraging digital media to build consumer engagement.
“We’re focused on reaching our core audience – educated, affluent adults in the DFW (Dallas/Ft. Worth) market – through both traditional and non-traditional mediums,” Wills said. “Our campaigns are customized to drive our target audience across the portfolio of products.”
She added that the core audience is its subscriber base, which now exceeds 250,000. Sixty-five percent of their market has subscribed to The Dallas Morning News for more than five years and are quite loyal to the publication.
Additionally, the subscriber base is also educated, with 75 percent of readers possessing at least an undergraduate degree. They are also affluent, with 75 percent earning a household income of at least $75,000.
“We reach even broader audiences through our portfolio of products, which include: briefing for busy families that value the paper but don’t have time for the full edition; quick for entertainment-focused younger audiences; ‘Al Dia’ for Spanish speakers as well as our array of targeted online and mobile capabilities,” Wills said.
The overriding challenge for Wills will be to deepen the understanding – among advertisers and consumers alike – of the value proposition that The Dallas Morning News provides each day. Wills said that this is unattainable through any other news source or advertising medium.
Our source said that Dallas Morning News handles its marketing and advertising efforts in-house and that it also enjoys a long-standing relationship with a local public relations agency, Dallas-based The Richards Group.
According to The List database, Dallas-based team a3 has handled some of its advertising and creative since 2003.
The Nielsen Company reported that Dallas Morning News spent about $800,000 on measured media in 2008. About $680,000 was split evenly between outdoor ads and spot television ads, and $90,000 was spent on spot radio ads.
The Dallas Morning News tends to handle most of its efforts in-house, but once Wills gets further integrated into her new interactive role, she may reach out to a digital agency or an interactive firm that can assist her with her future tasks.
Dallas Morning News, Inc.
508 Young Street
Dallas, TX 75202
Senior Vice President, Interactive & Marketing
Senior Vice President, Sales
President & General Manager