John Lich, 32

Regional vice president of sales, Lee Enterprises/amplified Digital Indianapolis, Ind. Education: Mount St. Joseph University, bachelor of science, business administration

What advice do you have for other young professionals in the news industry?

The better you get at consultative sales, the more it should feel like investigative journalism. A successful sale is not about you, and it’s not about a product; it’s about the client. Finally, never stop learning and remember that you are interviewing for your next promotion with the work that you do each day.

Why is data important?

Through ethically sourced data, our industry has the ability to deliver critical breaking news, ensure the best possible consumer experience and drive sustainable results for our advertisers. There is a misconception in marketing that all digital advertising is free of waste. The truth is, not all data is created equally, and the vast majority of third-party data is priced low for a reason. As third-party data tags sunset, I would argue that we will not only see improvements in consumer experience, but also advertiser results. I think we will witness an increase in creativity and innovation. As an industry, we create and distribute content that generates massive audiences. We were early adopters in the digital services space, but our first party audience/data is a key differentiator that sets us apart from our agency competitors. On the revenue side of our business, the only thing more important than this data is the customer.