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New circulation manager has high hopes for newspapers

January 25, 2014
By SHAUN KITTLE - Staff Writer (skittle@adirondackdailyenterprise.com) , Adirondack Daily Enterprise

SARANAC LAKE - Circulation Manager John Posluszny is bringing a decade of experience to the Adirondack Daily Enterprise and Lake Placid News.

Posluszny worked as the circulation supervisor for the Daily Gazette in Schenectady for 10 years. Prior to that, he worked for the state Department of Environmental Conservation. At the Gazette he oversaw a home-delivery circulation of 50,000.

"It's a little different, going from 300-plus carriers down to about 15 or so, but the area is still the same," Posluszny said. "It's the same demographics as far as the customer base, and the size of the actual districts we cater to. This is an excellent chance for me to take the knowledge that I learned at a bigger newspaper and incorporate it to broaden our readership and expand our sales and marketing side of things."

Article Photos

John Posluszny
(Enterprise photo — Shaun Kittle)

The decision to move north was an easy one for Posluszny and his fiancee, Melissa Dutcher Barclay. Both are outdoor enthusiasts who like to spend their free time on a trail or in a canoe.

"I went to Camp Colby when I was 13, I went to school at North Country Community College, and I took some courses at Paul Smith's (College)," Posluszny said. "Ever since then, I've wanted to live here. I fell in love with the area."

Everything quickly fell into place for the couple. Barclay, who grew up in Northville, recently accepted a position as a registered nurse supervisor at the Uihlein Living Center nursing home in Lake Placid.

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Posluszny said his focus will include retaining current customers, increasing the readership of the Lake Placid News and incorporating some new sales and marketing directives.

"I'd like to reverse the overall newspaper trend, where newspapers go down," Posluszny said. "The institutional memory is already there with the older readers."

Posluszny said newspapers need to find ways to appeal to those who still like to hold a paper in their hands and those who want fast, digital access of the news.

"There's still time to sit in a coffee shop and enjoy breakfast and read the newspaper," Posluszny said. "Newspaper isn't dead, and it's never going to be. What form it's going to be in is yet to be determined."

Posluszny said predicting the course a newspaper should take depends on its readership. For the Enterprise and the News, he said striking a balance between the core readership as well as people visiting the area could be an ideal mix.

"You have to have that blend that makes people need to pick up the paper," Posluszny said. "People need to think, 'I need to see what's going on. I need to know what happened, or what's going to happen.'"

Posluszny said he expects changes to occur within the next year, bringing a fresh balance of local news and the region's outdoor offerings, culture, arts and entertainment to both publications.

That balance, he said, should reflect what the Tri-Lakes region is all about.

"You can walk down Main Street and people still say hi to you," Posluszny said. "You still see that chivalry of someone holding a door for somebody else. People look you in the eye. It's the whole hometown feel. I'd like to take that and somehow incorporate it into our product. I want that in our paper, and I think we can get it."

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Contact Shaun Kittle at 518-891-2600 ext. 25 or skittle@adirondackdailyenterprise.com.

 
 

 

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