The Washington Times announced Monday it has named veteran newspaper sales executive and business strategist Lori Bainum to oversee its advertising, marketing and sales operations.
Mrs. Bainum was chosen after a vigorous national search that yielded more than a dozen top candidates. Her background ranges from running her own executive training and coaching firm to managing sales and advertising at the Tampa Bay Times in Florida. She will serve as the company’s advertising and sales director.
She will report to President and CEO Larry Beasley and Vice President for Content and Business Strategies John Solomon, and inherits a sales division that has more than doubled the Times’ revenues since the beginning of the year.
“Lori and I have worked together before and I am confident she brings the energy, innovation and experience we need to build upon our recent advertising successes,” Mr. Beasley said.
Mr. Solomon, who oversaw a restructuring of the advertising and sales department in March that has spurred rapid revenue growth, said Mrs. Bainum’s proven ability at managing sales, motivating workers and engaging advertisers made her uniquely qualified to oversee the Times’ new suite of print and digital advertising products.
“Lori is an innovator with an uncanny ability to translate customer feedback into new solutions, and whose energy and passion are as infectious as they are visionary,” he said. “She’s the perfect fit to manage a department that has launched far-reaching advertising innovations that range from the tablet and email inbox to the front page of our print editions.”
Mrs. Bainum currently serves as the director of corporate training at Pasco-Hernando Community College in Florida and last year was named a finalist for Tampa Bay Business Woman of the Year.
She previously founded and ran her own executive coaching service known as Succeed Inside Out, and from 1998 through 2009 oversaw sales and advertising for the Tampa Bay Times. She also worked for 13 years as an account executive for the St. Petersburg Times, producing success in one of Florida’s most competitive newspaper markets.
Throughout her career, she has consistently been a leader in the business community. She served as chairwoman of the Greater Hernando County Chamber of Commerce and played leading roles at a local education foundation, business development and economic opportunity organizations and civic organizations like the Kiwanis Club.
“My experience is deeply rooted in the real-life needs and successes of the business community, and I’m excited to bring that to Washington’s epicenter where policy, business advocacy and sales opportunity collide,” Mrs. Bainum said. “The Times has some of the most innovative advertising and marketing solutions in the business and I’m eager to bring them to new heights.”
Mrs. Bainum will supervise an advertising team led by Art Crofoot, director of national, retail and financial sales; Peter Vandevanter, director of advocacy, politics and government sales; and Jud Almond, director of local, classified and legal sales.
Her appointment is the latest in a flurry of announcements about the Times’ rapid growth. The newspaper announced last month that it is on an accelerated path to profitability as its revenues doubled since the start of 2013, and that its operating costs are now the smallest in the company’s 32-year history.
The newspaper also announced last week it is launching a new national digital edition of the newspaper starting next month aimed at the growing tablet, cellphone and mobile device audience.