2025 Session Recordings

Modernizing sales and training inside a legacy newspaper organization comes with unique challenges especially when digital transformation, new product rollouts, and cross-divisional collaboration are accelerating all at once. At Hearst Newspapers, Sales Operations, Enablement and AI have teamed up to meet the moment. In this session, Katerina White, Director of Sales Operations and Enablement for HNP, and Mike McCarthy, Senior Director of AI Business Solutions for HNP, will share how their teams are applying AI to streamline onboarding, modernize training, and drive adoption of new products and processes. From building GPT-powered tools that support tenured reps, to supporting market rollouts, they’ll offer practical examples of how tradition and innovation can coexist and thrive. Attendees will leave with practical insights and proven examples of how operational strategy and AI innovation can come together to drive real results in today’s fast-changing media environment. Katerina White, Director of Sales Operations and Enablement - Hearst Newspapers Michael McCarthy, Sr. Director of AI, Sales and Business Solutions - Hearst Newspapers

To address the challenges associated with email marketing, Aaron Kotarek, GM & COO of the Spokane Spokesman-Review made the move to implement an SMS marketing strategy with mobile messaging. This approach involved following key steps including data collection, direct & Instant Messaging, and testing, tuning, and optimization. After just five (!) mobile messaging campaigns -- powered by the Subtext platform -- the team saw incredible results: ​350%+ Increase in Reactivated Subscriptions: By utilizing SMS, the group achieved a remarkable increase in reactivated digital subscriptions, outperforming previous email campaign results. Improved Engagement Rates: SMS messages garnered significantly higher open and response rates compared to email, demonstrating the effectiveness of direct and immediate communication. ​Moderated by Bill Bradley, Vice President of Business Development - Subtext Aaron Kotarek, General Manager & COO - The Spokane Spokesman-Review

The Lead-to-Cash workflow is one of a newspaper's most critical and complex processes, yet executives rarely pay any real attention to it. It is simply the collection of all activities—from finding a lead, processing orders and, finally, getting paid. It’s a complicated process that requires a lot of people, systems, integrations, and workflows. Those who focus on optimizing the Lead-to-Cash ecosystem get a well oiled machine that can drive revenue while keeping costs down. In this session, we’ll see how Postmedia Network implemented a world-class solution to automate order creation from Hubspot opportunities. ​In this session, we’ll tap both live demo and discussion so you can learn how to: ​Automate the opportunity to order process Implement a CRM-centric solution for sales teams Drive key production and fulfillment processes from your CRM Eliminate low value / high touch processes with smart automation Structure successful integrations regardless of your CRM or OMS platforms Increase CRM system adoption for sales reps Moderated by: Christopher Prinos, Founder & CEO - Indigo Trigger Kris Brown, Director, Advertising Operations & Innovation - Postmedia Network

In this panel discussion, AdCellerant leaders and partner guests share how a premium, white-glove sales enablement model can transform the Lead-to-Cash process. Through real-world success stories, the session explores how the AdCellerant Select program helped uncover high-value advertisers, supported local sellers with actionable agency research, and provided strategic services that helped partners close and grow large deals. ​Attendees will gain an inside look at the collaboration between sales, marketing, and operations teams that turns data and research into revenue — and learn how adopting a similar “Select” mindset can unlock new growth potential across markets. Simply put, if you are hoping a partner can help you close big deals, this is a can't miss. Moderated by Mike Smith, SVP Partner Growth & Success - Adcellerant Erik White, VP Performance Digital Marketing - CUMULUS Media Eric Myers, Co-Founder - CPM Ventures For more about the Lead-to-Cash Bash please reach out via email to Sumner Ellis @ sellis@indigotrigger.com

Email marketing is evolving—and it’s never been more powerful. In this dynamic session, Site Impact and Data Axle will explore how they’re reengineering the targeted email channel using richer, more accurate data, AI-curated audiences, and strategies focused on lower-funnel intent. The result? Higher engagement, stronger conversion rates, and campaigns that actually move the needle. We’ll break down how smarter data sourcing, predictive modeling, and real-time optimizations are changing the game for performance marketers. If you think email is a legacy tactic, think again—this is email built for the modern demand funnel. Moderated by: Greg Heiman, Vice President of Business Development - Site Impact Daniel Babb, Sr Director, Digital Solutions & Partnerships - Data Axle

For many small and midsize businesses, rising credit card and bank transaction fees continue to chip away at profits. But what if publishers and media partners could help their local advertisers save money—while creating new value-added relationships? This session explores that opportunity through a compelling case study featuring Star Merchant Services, a Hawaii-based company that empowers local businesses to eliminate merchant processing fees through an innovative cash discount program. Designed to help merchants accept credit cards without the burden of high transaction costs, this model is gaining traction among Hawaii Chamber of Commerce members and other local enterprises seeking smarter payment solutions. Moderated by Joe Cooper, President, Cash Discount Division - AMR Aaron Kotarek, General Manager - The Spokesman Review

Companies that successfully implement and maintain a payment strategy work with their partners to ensure transactions are working for them not against them. Kimberly Miller, executive vice president of strategy and operations at Payway, has seen first-hand how publications have used collaborative relationships to identify opportunities to drive subscription growth and grow revenue. This case study session will highlight those successes with input from customers and SMEs. Moderated by Kimberly Miller, EVP Strategy & Operations - Payway Joshua Petersen, Chief Financial Officer - Anchorage Daily News

For media companies, automation is a powerful labor-savings technology. But Gannett is proving it can be much more. In this case study, Jolene Sherman (Fluency) and Mickaela Lusignan of Gannett Media reveal Gannett’s vision for using AI and Automation to drive top-line growth and bottom-line profitability. You’ll learn how Gannett is already driving 2.7X more operational team capacity without adding overhead or labor cost, the execution workstreams they are automating to improve quality and performance at scale, and their path to using automation to deliver on their product and service vision. This is a roadmap for media leaders seeking to increase profitability without sacrificing performance or flexibility. Key takeaways How to design an automation strategy that supports multiple growth objectives The key operational workflows that Gannett is streamlining: Budget management, campaign execution, optimization through cross-channel notifications, reporting How to prepare for automation and drive change management across teams Moderated by Jolene Sherman, Sr. Enterprise Solutions Director - Fluency Mickaela Lusignan, President - Gannett Media Solutions

CherryRoad Media is cracking the code on a sustainable model for local news. The secret? Transforming legacy ad sales into a high-growth, technology-driven revenue operation. This session outlines their journey of acquiring and working to modernize community newspapers. Discover how their partnership with iPromote provided the "plug-and-play" digital fulfillment engine they needed. We'll explore how this collaboration bridged the gap from "lead" to "cash" by enabling their advertisers to thrive and, in turn, fueling growth in their digital footprint." Moderated by Mitchell Leiman, CEO - iPromote Jerrah Herrera, Digital Advertising Manager - Cherry Road Media

In an era where audience engagement extends far beyond screens, Forum Communications is redefining how brands amplify their digital strategies through Digital Out-of-Home (DOOH) advertising. This session will explore how Forum Communications has successfully leveraged DOOH to expand existing digital audience extension budgets while also attracting clients already investing in traditional out-of-home (OOH) media. ​Through an in-depth case study featuring a national telecommunications brand, attendees will gain firsthand insights into the planning, execution, and measurement of a high-impact DOOH campaign. The presentation will highlight how Forum Communications, in partnership with VISTAR Media, harnessed data-driven targeting, dynamic creative optimization, and programmatic delivery to achieve measurable results. Moderated by Dave Rivera, VISTAR Media Eric Olson, Sr. Digital Advertising Operations, Forum Communications

In today’s fast-moving media landscape, growth belongs to those who can monetize the moment. Every organization is chasing sustainable revenue, but few have mastered how to replicate success year after year. ​Join two powerhouse media leaders, Rebecca Capparelli, Vice President of Promotions at Gannett / USA TODAY Network, and Deb Williams, General Manager of Digital Sales at Federated Media, for an inside look at how they’ve each turned promotions into proven, scalable revenue machines. ​At Gannett, Rebecca’s team has engineered a $30M+ annual promotions business through a finely tuned mix of people, process, and technology on a national scale. And at Federated Media, Deb led a local-first initiative that trained sellers to make promotions a true client solution—driving seven-figure revenue growth and 80% team adoption. ​In this session, you’ll learn how to: Empower your people: Build and train teams that drive creativity, accountability, and consistent results. Operationalize your process: Create repeatable playbooks that scale from local to enterprise. Maximize your technology: Use the right platforms to transform bold ideas into measurable client wins. ​ Whether you’re leading a national media group or a local team, you’ll walk away from this session with a practical framework to build your own revenue machine—turning short-term wins into sustainable growth. Moderated by Julie Foley, Senior Customer Success Manager - SecondStreet Rebecca Capparelli, Vice President of Promotions - Gannett / USA Today Network Deb Williams, General Manager - Federated Media

This session, led by Morten Revsbech from the Sandler Sales Institute, will cover some of the most common pitfalls — and opportunities — that impact sales teams of all shapes and sizes. How does emotion affect buyer behavior? What is the pain funnel, and how can you use it to your advantage? How does coaching effect your sales teams effectiveness? What’s the impact of miscommunication? This spirited and engaging discussion is certain to leave you with a ton of takeaways to bring back to your organization. ​ Morten Revsbech, Vice President of Sales, Sandler Sales Trainer & Coach Sandler Sales Institute

To wrap up our 5th year, we're humbled to be able to bring some perennial Bashers to the stage for one last panel. We've tasked this talented group to come up with their own abstract (and approach) with a focus on conversation and creativity. Moderated by Todd Handy, Founder - Disruptive Impact Mellesa Boudeman, Chief of Staff - Lee Enterprises Jolene Sherman, Enterprise Solutions, Business Development - Fluency Shalonda Lewis, VP, Revenue Technology Services - Indigo Trigger Bryce Jacobson, Executive Director - New York Press Service