Aaron Kotarek, 51
Senior Vice President, Audience and Operations, Oahu Publications, Inc., Honolulu, Hawaii
First job in news:
District Manager at the Herald Times Reporter in my hometown of Manitowoc, Wis.
What are some of the most important lessons you have learned while working in news?
Many of the lessons I learned have come from my mentors. From the very beginning of my career, Bill Hackney taught me to be a meticulous networker and to foster and cultivate relationships with as many industry peers as possible. I take great pride and have a fond appreciation for the camaraderie and friendships I have enjoyed over the years. If I do not have the answer to a question or an issue, I can guarantee you I know someone who does, and my extensive contact list is used often.
Another mentor, Rufus Friday, taught me mantras that I continue to embrace each day:
• Treat every employee, from the janitor to the CEO, with the same level of respect.
• Remind your colleagues that they do not need to earn your respect, but they can certainly lose it.
• Know your numbers, inside and out.
And lastly, OPI’S President and Publisher, Dennis Francis, has taught me how to THINK BIG.
Here at OPI, we realize that only big risks will yield big rewards. When I came to OPI nearly eight years ago, I was a much more risk-averse executive than I am today. Once you work here, an innovative and entrepreneurial spirit is instilled within you, and you’re constantly searching for the next big thing.
This attitude and culture make coming to the office every day an exciting proposition.
I wouldn’t be where I am today without the guidance and tutelage of those three executives, along with other supporters and confidantes, such as Ron Redfern, Doug Sumrell, Gayle Pryor, David Kennedy, Rick Hively,
Jeff Kohler and Jim Smith. You can see I learned a final lesson from each of them: to give credit where credit is due. So, a big thanks go out to them for their unwavering support over the years.
When you reflect on your career to date, what brings you the greatest sense of accomplishment?
For me, it’s looking back at all the wonderful executives I have worked with, spanning nearly 30 years and seeing how their careers have blossomed. Nothing gives me greater pleasure than getting a phone call or an email from a former colleague and hearing about their successes.
Personally, I look at my tenure and longevity in this industry with a sense of pride. I have been through it all — new supervisors, ownership changes, consolidations, increased responsibilities, transfers, moves across the country, structure flattening, etc.
But the ability to remain steadfast and resolute has allowed me to persevere to where I find myself today, and I wouldn’t change a thing.
What are your predictions for where news publishing/news media is heading?
I predict publishers will continue to diversify their digital product portfolios and pivot to more multimedia-driven presentations, including video, podcasts, vodcasts, live broadcasts and digital-out-of-home mediums, while preserving some form and frequency of a print longtail.
Publishers will move away from charging inconsequential price points for their digital content, develop enhanced econometric price models, and charge consumers suitable rates for news/advertising content deemed local, relevant, differentiated, and credible.
Organizations will be smaller but likely nimbler as they continue to experiment with sustainable business models to fund the news and advertising gathering infrastructure that is requisite for them to remain relevant in a crowded space.