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New managers named at Tribune

by Sally J. Taylor

The Tahoe Daily Tribune recently filled two management positions.

Ronald Whitenack, from Pioneer, Calif., is the new circulation manager for the newspaper and Roslyn Brooks, former Tribune advertising representative, was promoted to the position of advertising sales manager.

Whitenack most recently worked as a self-employed consultant, contracting to newspapers for work in circulation, sales and event promotions.

He began his newspaper career as a small boy working at his grandfather’s New York City newspaper stand.

His first formal newspaper job came after his service in Vietnam. On his return home, a New Jersey newspaper that had written a profile of Whitenack offered him a job as a district manager.

Whitenack said that newspaper circulation job placed him in a lake community supported by vacation home-owners in the summer and a ski resort in the winter.

“I’ve gone full circle,” he said, referring to Tahoe’s tourism economy.

In between New Jersey and Lake Tahoe, Whitenack worked for a variety of newspaper and magazine circulation departments including TV Guide and the Miami Herald. He also has a bachelor’s degree in marketing from Tampa (Florida) College.

As the circulation manager for the Tahoe Daily Tribune, Whitenack plans to work to improve distribution and circulation.

“We’ll be looking at all our routing, (both home delivery and single-copy sales); where we’re efficient enough, where we’re not growing and why,” he said.

Among Whitenack’s ideas to raise interest in the paper is the Newspapers In Education program that seeks sponsors to help place newspapers in schools. He also hopes to set up booths at various fairs where people would have the opportunity to spin a wheel for prizes.

We can set up booths “any place there are large numbers of people,” he said.

Whitenack considers such promotions to increase subscriptions and income an important part of a circulation department.

“I feel, and have always felt, that circulation is just a different word for sales department,” he said.

Whitenack is looking forward to relocating to the lake with his wife, Cheryl, and their children, Melissa, 8, and Richard, 7.

Brooks, a six-year resident of Lake Tahoe, worked at the the Tribune’s sister paper, the Tahoe World in Tahoe City before coming to the Tribune advertising department four and a half years ago. Previously, she worked in pharmaceutical sales in Southern California.

With her promotion to advertising sales manager, Brooks will oversee the sales staff working on display advertising, classifieds, legals and national accounts as well as helping with department budgets.

As an advertising representative, Brooks was recognized two years in a row for advertising designs by the Nevada Press Association. She also volunteers as an Ambassador with the South Lake Tahoe Chamber of Commerce.

Brooks has three daughters; Julie, 26, Danielle, 18, and Alex, 11.

In her new position, Brooks hopes to develop new programs and packages to stimulate advertising for the benefit of both local businesses and the newspaper.

“I’ll take my experience of being on the streets (as an advertising representative) and bring it into management and say this is what the town wants,” she said.

“What I really want to do is increase sales. More money means more dollars to do things we want to do in editorial and to implement programs.”

Tahoe Daily Tribune E-mail: tribune@tahoe.com

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