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Revenue Generation: Why Bother With Political?


Feb 22, 2022




Teresa Shaak



Why bother with political advertising? For one thing, political is a multi-billion dollar category and it just keeps growing!  Our industry has made great strides over the last 10 years in turning the bright lights on political and delivering new revenue to news media companies.  But there is always more that we can do.

During this webinar we will discuss:

  • Why it’s not too early to start your political sales planning.
  • Why this 2022 mid-term election is different, more expensive and full of new opportunities.
  • Where the money will be spent.
  • Finding out who the candidates are and what to say when you get in front of them.
  • The importance of Political Action Committees (PAC’s) and other advocacy groups.
  • The role of state Republican and Democratic Party chairs.
  • The importance of making the buy easy and examples of successful packaging from newspapers around the country.

Presented by: John Kimball, Managing General Partner, Founder and CEO of The John Kimball Group.

This 60-minute webinar is scheduled to begin promptly at 10 a.m., eastern time.

Registrants must have both a computer and audio/phone in order to participate.

There is no cost for PNA members.  Only PNA members receive access to the data that will be shared during the webinar, making this session very valuable for members.

To register, complete the form below or email the PNA Foundation.  A confirmation with log in instructions will be sent to each registrant one or two days prior to the session.  Please consider any questions you may have and include them when registering.  Your questions will be sent to John in advance and addressed during the training.


February 22, 2022
10:00 am - 11:00 am
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Pennsylvania NewsMedia Association


About our presenter:

John Kimball is the Managing General Partner, Founder and CEO of The John Kimball Group, a newspaper industry consultancy providing newspapers with the tools for increasing political advertising revenue and improving their advertising sales processes.  By helping newspaper better understand the political category, the industry has significantly increased their share of this multi-billion revenue category. 

 In 1998 John became the Chief Marketing Officer of the industry trade association, the Newspaper Association of America (now the News Media Alliance). In that capacity he was responsible for the marketing initiatives designed to drive revenue, build audience and deliver best practices to the industry.   Newspapers have been his passion for over 45 years and the reason behind the founding of The John Kimball Group in 2009.

He is a graduate of Michigan State University with a degree in advertising and the Harvard Business School Executive Education program. His newspaper career began in Detroit at The Free Press in 1970 after service in the U.S Army in Vietnam where he was awarded the Purple Heart.  He went on to senior management positions in Denver and Northern New Jersey prior to NAA.