Tap Into Our 'Resident Experts'
Matt CaylorMatthew is currently leading the Pennsylvania Newspaper Association's charge into the digital frontier as MANSI Media's Interactive Account Executive. In this capacity, he works with both the small-town and major metro newspapers as they strive to develop a digital product that will appeal to both local and national advertisers as well as designing packaged Web offerings that will appeal to advertisers in the market for regional, statewide and national buys. He also helps newspaper advance through social media, mobile-based platforms and other emerging Web-based avenues.
Before joining the PNA, Matthew worked with a number of Fortune 500 companies in the event marketing field, managing online exposure and executing events across the country. He received his degrees in Marketing and Journalism from the Indiana University of Pennsylvania.
Training Specialties:
Web 101
There were cynics who believed that the Internet was just a passing phase. Time has proven that this is a medium that is growing and thriving, so it's important that you understand what it's all about. Learn to talk the talk by developing a better understanding of the basics.
Localizing Your Web site
In many Pennsylvania markets, the local newspaper's Web site attracts the most viewers. Learn what you can do to increase traffic and advertising revenue to your site. This presentation includes discussion of common expectations held by agencies and suggestions for how local sales reps can compete against national suppliers in the marketplace.
If Print is King, Online Must Be Queen - Packaging Print and Online Advertising Savvy advertisers recognize that consumers are spending more and more time online. Since newspaper Web sites are often one of, if not thee, most frequently visited local online addresses, is your newspaper doing all that it can to sell its strengths and capture the lion's share of the available online advertising dollars in your market? Find out how to better promote the advantages of your site and learn more about how online advertising can be a nice, and lucrative, complement to a print buy.
Teri is the Pennsylvania Newspaper Association's senior vice president of association services and general counsel. In this position, she is a member of the management team and provides legal counsel to the association, oversees the PNA's Legal Hotline, and provides training to newspapers and others on a range of issues, including open records and meetings, advertising, defamation and privacy.
Before joining the PNA, Teri taught in the clinical programs at the Dickinson School of Law of the Pennsylvania State University. She also worked in private practice and state government in commercial litigation and environmental law. She graduated cum laude from Bucknell University with a B.A. in psychology and received her law degree, cum laude, from Georgetown University Law Center.
Training Specialties:
Legal Issues in Advertising
Did you know that there are certain words and phrases that should not be included in ads? Do you know that most home contractors must include their license numbers in advertisements, and that car dealers cannot use the words "loaded?" Learn more about what ad reps need to know when working with advertisers and how to avoid legal issues.
The PNA legal team offers training on housing, employment, automotive, bar/restaurant, and other display and classified ads, with opportunities to pose questions and participate in group discussions on specific issues. Discussions can include phrases to avoid, documentation required for ads related to housing for older persons, guidance from the PA Human Relations Commission and Liquor Control Board, and much more.
Legal Issues in Circulation
Did you know a court can treat newspaper carriers as employees even though you consider them independent contractors? The PNA lawyers discuss how to avoid this problem and talk about other legal issues affecting the circulation department, including the do-not-call laws, rules relating to faxes, and more. Attendees will get advice on how to create and maintain independent contractor status, newsracks on public property, dealing with youth carriers, and more. The PNA lawyers are also available to address other issues, so bring your questions!
Let the Sunshine In
Looking for a settlement agreement or other record from your municipality? Want to know if your school board could talk about its contract discussions behind closed doors? The PNA lawyers are available to discuss Pennsylvania's public access laws and help newspapers use the laws to their advantage. Training can focus on the Sunshine Act, the Right to Know Law, access to police records, court documents and proceedings, or another topic of your choice.
Online Legal Issues
The PNA lawyers highlight issues newspapers encounter with online content. Get answers to questions about liability for defamatory content posted by third parties,. Learn more about legal issues affecting newspapers as the newspaper Web site takes on a life of its own.
Defamation, Privacy and Newsgathering
Do you understand the fair report privilege? Do you know that Pennsylvania does not recognize the neutral reportage privilege (or what the privilege would apply to)? Do you know that you are liable for the content of letters to the editor that you publish in your print edition? The PNA legal team is available to give primers on defamation and invasion privacy, as well as advice on how to avoid these claims. Training will also cover issues relating to taking and publishing photographs, dealing with minors, access to public and private property, Pennsylvania's Shield Law, and more. 
Jane Hungarter
Jane is Vice President, Marketing & Revenue Development and Acting Foundation Director at PNA. She works with Pennsylvania's newspapers to promote the strengths of print advertising to current and potential advertisers by incorporating strategic marketing research.
Prior to joining PNA, Jane served as Assistant Vice President/Media Director at 601 The Sovereign Ad Agency, the in-house advertising agency for Sovereign Bank's east coast operations where she was responsible for planning, negotiating and placing the Bank's media campaigns. Jane earned a BA in Communications from Susquehanna University and her MBA from West Chester University.
Training Specialties:
The Competitive Media Marketplace - Understanding the Strengths, Weaknesses and Costs of the Competition
Consumers don't live in a vacuum. They are exposed and overexposed to hundreds of advertising messages each day because of media fragmentation. With so many options, how can an advertiser decide where to invest his promotional dollars? This presentation will discuss the pros and cons as well as CPM costs of newspaper, broadcast, cable, radio, outdoor and online advertising. Recommendations about how your newspaper can better compete on a CPM basis is also included. A customized competitive media cost analysis sheet will be prepared and discussed as a part of this presentation.
Branding Your Small Market Newspaper
One of newspaper's greatest competitive advantages is its ability to reach and cover a local market. Advertisers find tremendous value in connecting with consumers on the local level, so are you doing all that you can to position your small market newspaper in the best possible light? Ideas about how to increase your customer base and sales revenue by positioning and promoting the benefits of advertising in your small market newspapers is discussed in this presentation.
Inside the Mind of the Media Buyer/Planner
Once upon a time, not so long ago, a media buyer or planner had the liberty of spending his or her client's advertising dollars in pretty much any manner he or she saw fit. Fortunately (or unfortunately, depending upon which side of the table you are sitting), that party has ended. Media buyers and planners are now held to higher standards of media objectivity and are accountable for their decisions.
Reflecting upon my own experience of having spent 20+ years spent on the agency side planning and placing media buys for local, regional, national and international clients, we will engage in a candid discussion about what it takes to win over a media buyer/planner and I will offer strategies to help overcome objections to newspaper advertising.
Lisa Knight
Lisa is Vice President, Sales for MANSI Media where her primary responsibility is working with agencies across the country to direct more advertising dollars into newspapers and to facilitate the placement of those campaigns. Lisa has been with PNA for over 12 years where she started as a media buyer, was quickly promoted to Account Executive, and then served as Advertising Sales Manager and Director before being named to her current position. Prior to starting with MANSI Media, Lisa worked at both the Harrisburg Patriot-News and Lancaster Newspapers.
Lisa graduated cum laude with a BA in Communications from Elizabethtown College.
Training Specialties:
The Printed Product Is Still King - How to Sell the Strengths of Newspaper Advertising
Many skeptics believe that newspaper advertising is a thing of the past - but we know better. Many successful advertisers rely on the quality and content of our printed products to reach their desired audience. Learn more about how to sell the strengths of your core product.
Advertising Techniques for the Small Market Newspaper
Small market newspapers have a unique niche; they excel at covering the news and events of relevance and interest to the local community members like no other medium can. Take advantage of these competencies to help increase your advertising sales revenue. In this presentation, tips on positioning the strengths of your product to local, regional and national advertising clients will be discussed.
Sharing Best Practices - I'll Tell You What I've Seen That Makes Newspapers Shine
It's been said that imitation is the sincerest form of flattery, so I will share with you what I have learned. The PNA staffers travel the state and meet with member newspapers on a regular basis. Our favorite part of the job is hearing the success stories that our members boast about - and I'm all too happy to share these with you. Whether it's a special section that was a hit with advertisers and readers, or an out-of-the-box idea like the development and sale of a calendar or hardcover book, I've heard about a lot of things that are worthy of applause. I'm sure that you've had your share of proud moments too and I want to hear all about them!
Melissa Melewsky
Melissa is the Pennsylvania Newspaper Association's media law counsel. In this position, she provides Pennsylvania Newspapers with legal advice on the Legal Hotline, which receives over 2,000 calls each year. Melissa also provides training to newspapers on issues that affect the media, including access to government records and meetings, advertising, First Amendment and defamation. In addition, she provides outreach and advocacy in the form of letters and amicus briefs on matters affecting members and Pennsylvania newspapers generally.
Before joining PNA, Melissa was the law clerk to the Honorable William Harvey Wiest, Northumberland County and also worked in private practice. She earned a B.A. in Telecommunications from the Pennsylvania State University and received her law degree from the Widener University School of Law, where she was a member of the Trial Advocacy Honor Society.
Training Specialties:
Legal Issues in Advertising
Did you know that there are certain words and phrases that should not be included in ads? Do you know that most home contractors must include their license numbers in advertisements, and that car dealers cannot use the words "loaded?" Learn more about what ad reps need to know when working with advertisers and how to avoid legal issues.
The PNA legal team offers training on housing, employment, automotive, bar/restaurant, and other display and classified ads, with opportunities to pose questions and participate in group discussions on specific issues. Discussions can include phrases to avoid, documentation required for ads related to housing for older persons, guidance from the PA Human Relations Commission and Liquor Control Board, and much more.
Legal Issues in Circulation
Did you know a court can treat newspaper carriers as employees even though you consider them independent contractors? The PNA lawyers discuss how to avoid this problem and talk about other legal issues affecting the circulation department, including the do-not-call laws, rules relating to faxes, and more. Attendees will get advice on how to create and maintain independent contractor status, newsracks on public property, dealing with youth carriers, and more. The PNA lawyers are also available to address other issues, so bring your questions!
Let the Sunshine In
Looking for a settlement agreement or other record from your municipality? Want to know if your school board could talk about its contract discussions behind closed doors? The PNA lawyers are available to discuss Pennsylvania's public access laws and help newspapers use the laws to their advantage. Training can focus on the Sunshine Act, the Right to Know Law, access to police records, court documents and proceedings, or another topic of your choice.
Online Legal Issues
The PNA lawyers highlight issues newspapers encounter with online content. Get answers to questions about liability for defamatory content posted by third parties,. Learn more about legal issues affecting newspapers as the newspaper Web site takes on a life of its own.
Defamation, Privacy and Newsgathering
Do you understand the fair report privilege? Do you know that Pennsylvania does not recognize the neutral reportage privilege (or what the privilege would apply to)? Do you know that you are liable for the content of letters to the editor that you publish in your print edition? The PNA legal team is available to give primers on defamation and invasion privacy, as well as advice on how to avoid these claims. Training will also cover issues relating to taking and publishing photographs, dealing with minors, access to public and private property, Pennsylvania's Shield Law, and more. 
Kevin Wert
As Director of New Business Development for MANSI Media, Kevin is responsible for promoting newspapers to advertisers across the U.S. and for securing new placement opportunities. He began his career with MANSI Media in 2001 as a Print Media Buyer and was promoted to Account Executive and then to Director of New Business Development in 2007. Prior to MANSI Media, Kevin worked as a rep and Sales Manager for a group of weekly publications in Philadelphia and for The Sentinel in Carlisle, PA.
Kevin graduated from Bloomsburg University with a BA in Communications.
Training Specialties:
It's Back to the Basics - Refining Your Advertising Sales Skills
Whether you're a rookie sales rep or you've earned your gold watch, it never hurts to brush up on and refine your sales skills. Drawing upon my own sales success stories and my not-so-successful experiences, this session offers useful tips and practical suggestions for improving and updating your sales presentation.
Putting Your Best Foot Forward By Implementing The Three P's - Prospecting, Preparation and Presentation
Do concerns about reaching your ad sales goal ever keep you up at night? Do you lie awake wondering where you can find that next piece of business? It can be a nightmare just thinking about it. This presentation offers proven strategies for identifying the best business prospects for your newspaper, preparing the right information and the right set of materials to bring on your sales call, and finally, suggestions that can help you hit a homerun with your presentation.
Perfecting the Art of Consultative Selling And How to Overcome Objections
Gone are the days when advertising sales representatives could secure business by simply sitting at their desk waiting for the phone to ring with the next order. With so many media choices out there, advertisers are looking for more than someone to sell them advertising space - they are seeking an educated media partner who has their best interest at heart. In order to be able to offer sound advice to your clients, you must first understand their goals as well as any objections they may have regarding newspaper advertising because there are some naysayers out there! Consultative sales success begins with being a good listener. This presentation offers tips on how to ask provocative questions, be an attentive listener and learn how to overcome objections.
