Joe Mathes, 60
VP Digital Strategies/general Manager, Wisconsin Media Group, Kiel, WI First journalism job: I was the circulation manager for the Action Advertiser, Fond du Lac, WI, 1983 What are some of the most important lessons you have learned working in the news industry?
I’ve always sought a differential advantage in sales. Earlier in my career, that advantage came in higher readership, larger circulation and the latest technology. Eventually, I realize the true differentiator is people. Any company is only as good as its people, and I am so fortunate to work with a fantastic group of people these days. Secondly, you can never become comfortable. It›s imperative to learn, grow and innovate. Comfort, in my opinion, is the single most significant contributing factor in the decline of newspapers. Newspapers were a license to print money until the mid-to-late 2000s. Many newspaper people and organizations became comfortable and didn’t innovate and change until it was too late. Finally, you’re never too old to dream, set new goals or be vital to your colleagues and your organization. What are your predictions for the future of news publishing?
News publishing continues to deliver more and more content digitally. I think that’s good. That’s just the way readers want our product. The fantastic news is that they continue to want to consume our content. I see print continuing to be viable in the future but in very select and niche ways, such as special interest publications, hyperlocal news coverage and publications. Where there are readers, there will always be advertisers. The future for advertising is building owned-andoperated audiences and extending those audiences, selling digital marketing services, events, promotions and other non-traditional channels.