Much like other newspapers across the country, The Monitor in McAllen, Texas, was facing a tough year in 2001. Cost-saving measures and hard-driving sales initiatives were paying off, but more was needed. General Manager Stephan Wingert and a team of creative Monitor associates saw an opportunity to buy out a local guidebook publisher and seized it. The result was an innovative new division, RGV Guidebooks, which generated over $106,000 in new revenue and kept the newspaper well within budget-positioning it for a new year of increased profits.
"When we were offered the opportunity to purchase the guidebooks, we recognized the potential right away," said Wingert. "Even as a part-time business, they had generated significant profits for the former publisher and we knew that if we used The Monitor's resources we could grow this business. Still, it was a risk, so we did our due diligence."
Publisher Ray Stafford, Business Manager Jenise Diaz and Wingert went to work. After a thorough investigation, The Monitor purchased the publications and established them as a separate division. Director of Sales Connie Hernandez was brought in from the newspaper's direct-mail division to jump-start the sales effort, and a team of dedicated associates was put in place. The guidebooks were redesigned and placed online.
"This team created a first-class product in record time," said Wingert. "The team's efforts were well above and beyond the call of duty."
Stories of Success Listing | Table of Contents | 2001 Annual Report | Freedom Communications, Inc.