The Index welcomes new general manager|
by Lindsey Jackson · July 02, 2013
The Index recently welcomed Tom Burger as its new general manager. People may remember him as "SalesTom" - the man previously employed as ad manager at the Index from October 2010 through August 2012.
Tom will continue to manage ads as well as play an important role in keeping an eye out for breaking news around West Liberty. He also hopes to help plan coverage of important events. Don't forget to add him as a contact.
So what have you been up to the past year, Tom?
After leaving the Index, I took a job with Community State Bank in West Branch. I also became a regular bus route driver for the West Branch Schools. In addition, I handled some Independent contractor work on sales for Liberty Communications.
Where are you from? Where did you grow up?
I currently live in West Branch. My wife, Jessica, is the principal at Hoover Elementary School in West Branch. We have two sons; Kelby, 11, and Cooper, 7. We also have two dogs, Sadie and Lucy. I grew up in the What Cheer area and went to Tri-County High School in Thornburg.
What would you consider interesting about yourself?
One of my hobbies is officiating sports. I used to coach and still do some youth coaching. I currently referee high school and middle school volleyball. I also umpire division 1, division 3, and high school softball. With my kids being more involved in activities, I have backed off of officiating quite a bit. I wrote a column about sportsmanship a few years ago and the column made its way nationally. A high school athletic association in Wyoming uses some of the quotes on a sportsmanship poster.
What do you like about West Liberty?
West Liberty is a very friendly town. The people in town are very supportive of the newspaper. There is a lot of pride in the town and many groups and/or organizations do so much to promote the town, school, and all of the attractions that West Liberty has to offer.
What is your goal as general manager for the Index?
I hope to make sure the newspaper has an involvement in the community. I would like to see our subscriber numbers go up and we hope to run a campaign to help that. I also want people to know that we will do everything we can to make sure the paper has accurate information, timely information and content that our readers want to see. One of my goals is to improve the communication of the newspaper. If someone leaves us a message or sends an email, it needs to be answered within one business day. We do rely on the community to let us know about things that are going on, to submit columns, photos, letters, etc.
What is the importance of newspaper advertising?
Top of Mind Awareness (TOMA). You have to keep your business name out there in front of people so that your business theme or logo is stuck in their brain. In order to do that, it takes repetition. One time might do it, but repetition is shown to be successful. Even if you have been in the area forever, there are new people moving to town. Also, other new businesses in town open, and keeping your business name in the advertising world is important. Word of mouth is helpful, unless those are negative words. That is something that I hear that is very common and should not be the way you are promoting your business.
What is the difference between online and newspaper advertising?
Online advertising is some what effective if you trust that you can click on an ad and it will take you somewhere that is trusted. It really depends on what type of business you have to do online advertising, because obviously, anyone around the world can see your ad if they have internet. Newspaper advertising is still where most people go to reach an audience. People pay for our newspaper, therefore, we are reaching a lot of households, but would like to reach more.
How does advertising in a newspaper help a business?
People keep newspapers, special sections, certain articles, etc. That is why having a presence every week or every other week is important. We have great rates to help businesses develop a plan that will also fit their budget.
What can the community do if they are interested in advertising for the Index?
They can call, walk in, email, or mail. There are a lot of ways to contact us. Whether the advertiser needs a classified ad or a display ad, we are here to help. We like to plan ahead, so it's never to early to let us know what is going on.