MEDIA SUPERPOWERS Podcast

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Troy NidayFounder & Consultant, TSN Media Consulting; Founder, Press Onward (Sonoma County nonprofit news initiative)Media Superpower: Catalyzing teams and transforming local journalism through:

* Operational excellence and

* Community-centered leadership.

Origin Story

Troy’s path into news began unexpectedly after graduating with an economics degree — he took a newspaper district manager job and “the old ink got in my blood.” For nearly 40 years, he advanced through circulation and operational leadership at major U.S. newsrooms, including The World-Herald, Arizona Republic, and Press Democrat, where he served as Chief Operating Officer. Along the way he witnessed seismic industry shifts — from print dominance to digital consumer revenue models and dramatic ownership consolidation — shaping his belief in local autonomy and resilient journalism.

In Sonoma County, Troy build media expertise and community roots. He served many years as board chair of human services organizations, where he witnessed frontline compassion firsthand, and even saw a lunch lady become a certified teacher through a farm-to-table youth program he helped support.

Lessons & Strategies

Focus on People and Culture First.Troy always says “culture trumps strategy.” Whether transforming subscription revenue or uniting grumpy production staffers under a shared mission, he prioritizes relational leadership and collaborative problem solving.

Be Intentional with Revenue and Product Decisions.At Press Democrat, Troy helped double consumer revenue — emphasizing thoughtful pricing and resisting the temptation to underprice digital subscriptions. The strategy? Respect the value of content and reinforce it at every touchpoint.

Local Journalism Needs New Models — Not Just Nostalgia.With big corporations scaling back local newsrooms, Troy saw a nonprofit model emerging as a viable alternative. He connected with the Institute for Nonprofit News and services like Newswell from Arizona State University’s Cronkite School to build a turnkey newsroom that can focus on community rather than quarterly margins.

“I saw this coming… and if the conditions are such where somebody big comes in and starts corporatizing this town… this model gives back local autonomy.” — Troy Niday

Advice for Other Publishers:Lean into community needs and build local truth-telling capacity before it erodes further. Seek partnerships (like nonprofit support networks) that lighten operational burdens so journalists can focus on reporting that matters.

Collaborate

Get in contact or collaborate with Troy Niday

* LinkedIn: https://www.linkedin.com/in/troyniday

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Affirmations

Were you inspired? Don’t keep it to yourself. Give an affirmation in the MDR Slack Channel. It matters when you take the time. It can be as simple as just tagging the person and adding three adjectives that describe them. Or saying something that encouraged or inspired you.

Sign up or Enter the Slack channel: slack.peopleofmedia.com

*I use AI in the production/refinement of some written content. See my boundaries for ethical AI usage in the content I create: https://datajoe.substack.com/p/ai-policy

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit datajoe.substack.com

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Marwan Awad, Co-Founder, Attribits Media superpower: Turning messy audience data into timely, relevant email programs that actually get activated and paid.

Origin Story

Marwan didn’t come up through a single “lane.” He started brand-side, learning what makes advertisers tick and what keeps them up at night: profitable growth and a media mix that holds up under pressure. Then he hit a pivotal chapter at CheapFlights.com, where he built out a U.S. newsletter business and saw email differently—not as a distribution afterthought, but as a channel that can deliver inspiration, engagement, and durable monetization.

From there, an incubator environment at Cogo Labs sharpened the edge: analysts, scientists, operators—the “how the sausage is made” view of data. Years later, reconnecting with longtime collaborator Jacob Silber, Marwan helped “hang a shingle” around a simple bet: an email-first way to manage and monetize data that most teams were overlooking.

Lessons & Strategies

Marwan’s message to publishers is both blunt and liberating: don’t wait until you feel ready. “The best thing you can do with your email was start yesterday,” he said. Start with a welcome email. Syndicate what you already publish. Build the habit of showing up in the inbox.

Then, obsess over two things: “You have two things to balance, timeliness and relevance.” Timeliness means responding to signals—someone opted in, visited a page, abandoned a registration. Relevance means matching what you send to intent, not a one-size-fits-all blast.

Finally, treat email like a business unit. “Email becomes your profit center,” Marwan said—especially for organizations burning cash on acquisition. But he adds a critical nuance: email is “owned” only if you earn it. Inbox providers change rules. Subscribers opt out. “It’s owned media with terms.”

His advantage at Attribits is activation. Not just “here’s your data,” but “we’ll help you turn it into messages that reach the inbox and generate revenue.”

Collaborate

Get in contact or collaborate with Marwan Awad

* LinkedIn: https://www.linkedin.com/in/marwanawad

* Web Site: https://www.attribits.com/

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Affirmations

Were you inspired? Don’t keep it to yourself. Give an affirmation in the MDR Slack Channel. It matters when you take the time. It can be as simple as just tagging the person and adding three adjectives that describe them. Or saying something that encouraged or inspired you.

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*I use AI in the production/refinement of some written content.See my boundaries for ethical AI usage: https://datajoe.substack.com/p/ai-policy

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit datajoe.substack.com

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* Mike Tolen, Founder & Principal Consultant, Tolen Consulting Services

* Media Superpower: Turning fundamental data and user behavior insights into big gains for print publishers’ marketing and circulation.

Origin Story

Three years ago, Mike made a defining career move: he left his employer to launch Tolen Consulting Services — a one-man consultancy rooted in marketing, circulation, and fulfillment optimization. “I did have the opportunity to leave the company I was employed at and become self-employed,” Mike recalled. “Not having any support and having to be fully self-sufficient was, you know, a bit scary.” Yet discipline and tying effort directly to outcomes helped him find comfort and success in his solo venture. “It’s the effort you put into it is what you reap,” he said — and that philosophy now informs every client engagement.

10 Things You Need to Know About The Financialization of Circulation Services

Media infrastructure is changing quietly, not through headlines but through ownership, pricing models, and incentives. Circulation, fulfillment, and data systems now operate under financial logic that many publishers did not design and do not control. Understanding these shifts is essential to protecting margins, service quality, and long term stability.

1. Ownership has changed. Circulation, fulfillment, and data platforms are increasingly owned by investors rather than operators who grew up serving publishers.

2. Incentives are shifting. Many service providers now optimize for growth, efficiency, and valuation instead of publisher health and flexibility.

3. Consolidation reduces attention. As providers scale, smaller publishers often receive less personalized service and slower response times.

4. Fixed pricing hides risk. Flat platform fees can raise cost per subscriber when circulation is refined or reduced.

5. Smart strategy can cost more. Publishers who clean lists or focus audiences may be penalized financially under modern pricing models.

6. Database migrations are fragile. System conversions introduce errors, mismatches, and operational stress that publishers must absorb.

7. Payment changes hit revenue. Recurring credit card failures after processor changes can suppress income for months.

8. Risk moves downstream. Publishers often carry the financial impact of operational changes they did not choose.

9. VC timelines differ from publisher needs. Investors seek speed and exits while publishers depend on stability and trust.

10. The danger is gradual. Costs rise slowly, service erodes quietly, and discomfort feels normal until the damage is real.

Lessons & Strategies

Mike serves three client types — full-service marketing and circulation, operational consulting, and specialized magazine acquisition support — but his approach is unified by rigorous data testing and clarity of response design. “If you talk to any circulation marketing person, they will say the same thing; you know, it’s a ton of data, a ton of number crunching,” he explained. A/B testing and metrics aren’t optional: they’re the compass for decision-making. LinkedIn

1) Start with Fundamentals to Unlock Big WinsMike’s work is rarely flashy — it’s practical. At one nonprofit, simply redesigning a proxy notice to be more visible and easier to return boosted responses from about 1,000 to 30,000. “We just made it easier for the consumer to A, see it, and B, send it back in,” he said. Another client saw retention mail campaign performance jump from ~$2–3 per mailed effort to ~$12–12 by applying best practices and reducing friction like requiring stamps.

2) Know When to Rethink Vendors and CostsAfter years of consolidation in fulfillment services, many publishers are stuck with rising costs, less attentive service, and painful database conversions. Mike warns about hidden risks — for example, a 20–25% drop in recurring credit card revenue when migrating tokenized card data between processors, which can take up to a year to recover. “If you change your credit card merchant … you take at least a 20, if not 25 percent hit on your credit card success rates,” he said. Publishers should monitor cost per subscriber trends and keep options open even if converting vendors is difficult.

3) Adapt Across Niches with Demographic InsightMike’s “media superpower” is adaptability — applying circulation expertise across verticals from automotive to quilting without being a subject expert in the topic. “A lot of it is understanding the basic demographics,” he said. Understanding how different audiences behave drives effective targeting and messaging. Lin

What He’d Tell Other Publishers: Start with basics, monitor your numbers relentlessly, and don’t assume the status quo is best — even if switching partners hurts in the short run.

Collaborate

Get in contact or collaborate with Mike Tolen

* LinkedIn: https://www.linkedin.com/in/michael-tolen-8621912/

* Learn More: https://2024bridge.eventscribe.net/fsPopup.asp?PresenterId=1795004&mode=presenterinfo

Join the Movement

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Affirmations

Were you inspired? Don’t keep it to yourself. Give an affirmation in the MDR Slack Channel. It matters when you take the time. It can be as simple as just tagging the person and adding three adjectives that describe them. Or saying something that encouraged or inspired you.

Sign up or Enter the Slack channel: slack.peopleofmedia.com

*I use AI in the production/refinement of some written content. See my boundaries for ethical AI usage in the content I create: https://datajoe.substack.com/p/ai-policy

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit datajoe.substack.com

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Bo Sacks President & Publisher, Heard on the WebMedia Superpower: Re-igniting publishers’ self-worth by pairing veteran discipline with futurist insight.

Origin Story

Bo Sacks’ publishing path began in the early 1970s when he launched two newspapers before entering the magazine world. From High Times to major roles at Time Inc. and Ziff Davis, his career spanned every corner of the industry. His defining pivot came in the late 1980s while helping America Online insert diskettes into magazines. AOL gave him a rare bulk-email whitelist—an opportunity he immediately recognized.

“I was a publisher since 1972, sending words over the phone—that’s intriguing,” he remembers. What began as a way to stay employable became the world’s oldest e-newsletter, Heard on the Web, reaching around 16,000 readers daily. For 20 years before automation, he stayed up until 12:05 AM nightly to hit send. “This newsletter is just my way of giving back to the industry,” he says.

Lessons & Strategies

1. Make discipline your competitive advantage

Bo’s “appointment journalism” transformed consistency into a brand asset.“I’ve trained my readers all over the world when it’s coming.”Whether annual or daily, he argues every publisher should pick a cadence and keep it.

2. Master the art of finding answers

Bo’s most enduring lesson came early in his career:“Every problem has a solution… you don’t have to know the answer, you just have to be able to find the answer.”This mindset kept him calm through crises and freed him to innovate. For publishers facing shrinking teams and new tech, this perspective is oxygen.

3. Stop undervaluing your product

Bo’s mission is clear:“Bring self-confidence back to every publisher, large and small.”He believes print must shift from commodity to luxury.“If you build true quality, people will pay $20, $30, $40, $60 a title.”The industry’s path forward, he argues, begins with valuing its own work again.

Collaborate

Get in contact or collaborate with Bo Sacks

LinkedIn: https://www.linkedin.com/in/bo-sacks-789ab02/

Website: https://www.bosacks.com/

Join the Movement

Subscribe for more stories: https://subscribe.peopleofmedia.com

Be a guest! Take the publisher survey: https://survey.peopleofmedia.com

Affirmations

Were you inspired? Don’t keep it to yourself. Give an affirmation in the MDR Slack Channel. It matters when you take the time. It can be as simple as tagging the person and adding three adjectives that describe them—or sharing something that encouraged you.

Join the Slack channel:

*I use AI in the production/refinement of some written content.See my boundaries for ethical AI usage: https://datajoe.substack.com/p/ai-policy

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit datajoe.substack.com

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Name: Paul BrannockTitle: President & Associate PublisherCompany: Vista Media (Coastal Virginia Magazine and others)Media Superpower: Connecting people, ideas, and communities through creative collaboration.

Origin Story

For more than three decades, Paul Brannock has built his career on one simple truth: relationships are the real currency of publishing. Starting in sales, he worked his way through every part of the business—packing orders, managing teams, and eventually leading at the top. Today, as President and Associate Publisher of Vista Media (formerly Vista Graphics), he oversees a diverse portfolio that spans lifestyle magazines, visitor guides, events, studios, and digital services.

“When we rebranded to Vista Media,” Paul explained, “we wanted a name that reflected who we are now. We’re more than just print. We do digital, events, and even serve as an agency for some of our clients.”

That evolution is both strategic and symbolic—a signal that regional publishers can thrive when they expand their definition of media without losing the heart of community connection.

Lessons & Strategies

1. Hire for endurance and curiosity.Paul believes the best sales teams aren’t built on talent alone. “Everybody can have the right skill sets, but endurance—your passion, competitiveness, and willingness to help people—makes the difference.” He looks for people who stay curious and open to learning, even as trends shift.

2. Lead with value, not the sale.“In today’s climate,” he said, “people want to buy, not be sold.” His team is trained to educate, inspire, and connect, not pressure. “If they walk away from you with something new, you’ve already won. The goal is to make people come to you.”

3. Build loyalty through creative connection.Paul encourages his staff to find 10 non-sales touchpoints with clients—sharing creative ideas, making introductions, or celebrating milestones. “Even connecting one customer with another can make them loyal for life.”

4. Evolve your structure to do more with less.As the industry shifts, Vista Media has embraced what Paul calls “the evolution of roles.” Staff adapt, technology fills gaps, and energy flows where it matters most. “Not many people stay in just one role anymore,” he said. “And that’s okay. It’s how we stay alive.”

Collaborate

Get in contact or collaborate with Paul Brannock:

* LinkedIn: https://www.linkedin.com/in/paul-brannock-4135198

* Website: https://www.vistamag.com

Join the Movement

Subscribe for more stories: https://subscribe.peopleofmedia.comBe a guest! Take the publisher survey: https://survey.peopleofmedia.com

Affirmations

Were you inspired? Don’t keep it to yourself. Give an affirmation in the MDR Slack Channel. It matters when you take the time. It can be as simple as tagging the person and adding three adjectives that describe them—or saying something that encouraged or inspired you.

Sign up or enter the Slack channel: https://slack.peopleofmedia.com

I use AI in the production/refinement of some written content. See my boundaries for ethical AI usage in the content I create: https://datajoe.substack.com/p/ai-policy

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit datajoe.substack.com

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* Augustine Fou, founder of Fou Analytics.

* Media superpower: Revealing how ad tech middlemen siphon revenue from publishers and empowering both publishers and advertisers to reclaim working media.

Origin Story

With a PhD from Massachusetts Institute of Technology in chemical engineering, Fou found himself drawn into digital advertising not by design but by curiosity. “I fell into it. And specifically, this fraud problem… I didn’t set out to build Fou Analytics.”

He recounts discovering during his agency years that some campaigns were generating impossible click-through rates and unexplained traffic patterns — “we saw some of these fraudulent sites get greedy and have their bots click on every single ad… So that’s when I started building a set of tools.”

By 2012-13, with programmatic advertising scaling rapidly, he began building analytics that tracked ad tags, bots and human traffic, ultimately leading to Fou Analytics. He transformed from an ad-fraud researcher into a platform founder when publishers and advertisers alike started asking for audits and transparency.

Lessons & Strategies

* Know where your money is going. Fou ran a test buying ads on the domain of a large publisher and found that of the $1.50 CPM he paid, only $0.12 reached the publisher. “It’s less than 10%. … When you insert a middleman … where the heck is that coming from?”

* Action: Request or run transparency audits that trace the flow of ad dollars and identify extraction points.

* Filter the system — don’t just trust it. Many publishers are accused of bot traffic they didn’t generate because of domain-spoofing and bad inventory: “The bots are not on your site. It actually occurred elsewhere. … The verification vendors … think that’s where the ad went.”

* Action: Publishers should audit which supply-side platforms (SSPs) are authorized to sell their inventory, then block unauthorized SSPs serving their domain.

* Re-center on humans, not volume. “The only ads that matter are the ones shown to humans.” Ad tech hype emphasised massive impression volumes, but if bots or fraudulent apps dominate, neither advertisers nor publishers win.

* Action: Prioritize direct deals or trusted supply sources, and avoid blindly “bidding out” every ad opportunity. Fou proposes a “decisioning container” that filters bots and serves ads directly, bypassing much of the bidding complexity.

If Fou were speaking directly to other publishers, his message is clear:

Sell as much direct to advertisers as possible… because then the dollars go to the publisher, not the toll-takers between you.

Collaborate

Get in contact or collaborate with Augustine Fou:

* LinkedIn: https://www.linkedin.com/in/augustinefou/

* Web Site: https://fouanalytics.com

Join the Movement

* Subscribe for more stories at https://subscribe.peopleofmedia.com

* Be a guest! Take the publisher survey at https://survey.peopleofmedia.com

Affirmations

Were you inspired? Don’t keep it to yourself. Give an affirmation in the MDR Slack Channel. It matters when you take the time. It can be as simple as just tagging the person and adding three adjectives that describe them. Or saying something that encouraged or inspired you.

Sign up or Enter the Slack channel:

*I use AI in the production/refinement of some written content. See my boundaries for ethical AI usage in the content I create: https://datajoe.substack.com/p/ai-policy

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit datajoe.substack.com

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Name: Colleen PestanaTitle: Owner, Editor & Publisher, Professional Business PublicationsMedia Superpower: Turning deep industry relationships into precise, high-value data that empowers builders, developers, and adjacent trades to grow their businesses with confidence.

Origin Story

Before she was a publisher and data entrepreneur, Colleen Pestana was a reporter covering local news in New Jersey—writing obituaries, sports, and city government stories. “That was my foundation,” she said. “You had to learn the who, what, where, when, and why—and where to find it.”

Her sharp instincts and ability to understand an audience led her up the editorial ranks of a California newsletter company. By 2001, after internal changes at that firm, Colleen took a leap—launching Professional Business Publications (PBP).

It didn’t happen overnight. “I tried a few things that didn’t work,” she laughed, “but once we focused on the home building and apartment developer space, the market told us we’d found our place.” That moment was confirmed when her CPA called and said, “You’re making money. We need to incorporate.”

From that point, Colleen never looked back.

Lessons & Strategies

1. Precision and trust are the product.“Our subscribers aren’t buying a list,” Colleen explained. “They’re buying confidence—knowing that our data is accurate, up to date, and built from relationships.” Her team maintains industry trust through daily updates and direct sourcing—skills rooted in journalism.

2. Let your people impress you.Working with an all-freelance team, Colleen leads through empowerment. “You have to spot the talent, give them the freedom to show you what they can do, and then show appreciation,” she said. “We all need to feel valued—it’s not just about money.”

3. Follow the signal of demand.Custom research projects emerged when clients started asking for more. “We realized—this is what the market wants. Why didn’t we do this years ago?” Those projects now represent a premium revenue stream for PBP.

4. Keep the human touch.Even as AI transforms media, Colleen remains clear-eyed. “Technology is powerful, but it can’t replace relationships. Real connection is what makes our work meaningful and accurate.”

Collaborate

Get in contact or collaborate with Colleen:

* LinkedIn: https://www.linkedin.com/in/colleenpestana

* Website: https://www.probizpublications.com

Join the Movement

* Subscribe for more stories at: https://subscribe.peopleofmedia.com

* Be a guest! Take the publisher survey: https://survey.peopleofmedia.com

Affirmations

Were you inspired? Don’t keep it to yourself. Give an affirmation in the MDR Slack Channel. It matters when you take the time. It can be as simple as just tagging the person and adding three adjectives that describe them. Or saying something that encouraged or inspired you.

Sign up or enter the Slack channel: https://slack.peopleofmedia.com

*I use AI in the production/refinement of some written content. See my boundaries for ethical AI usage in the content I create: https://datajoe.substack.com/p/ai-policy

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit datajoe.substack.com

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Name: Vicky CollinsTitle: Publisher, Bucket List Community Cafe; Former NBC ProducerMedia Superpower: Unshakable tenacity and mentorship—she never quits and lifts up the next generation of journalists.

Origin Story

For Vicky Collins, it all began in middle school in Honolulu when anchor Linda Coble visited her class. “I just knew then this is what I want to do,” she recalls. That moment defined her path toward storytelling.

After studying communications at the University of Colorado, she chased her dream to San Francisco, working in radio and television before packing her car and dog to move sight unseen to Wichita, Kansas. There, she met legendary photojournalist Larry Hatteberg, who taught her the emotional power of visual storytelling. “He was able to touch emotions with the way he crafted sound and pictures and heart,” she says.

Her storytelling later reached millions through NBC Network News. One story, about Now I Lay Me Down to Sleep—a nonprofit supporting parents through infant loss—still stands out. “It was the kind of story I loved,” Vicky says, “getting to the heart of a person’s story and making people care.”

Lessons & Strategies

Vicky’s career reveals three enduring lessons for today’s media leaders:

1. Never quit.“My superpower is that I just don’t quit,” she says. “If you believe in what you’re doing, you’ll figure out a way to get there.”

2. Find a worthy cause.After years of covering national tragedies, she wanted to create change closer to home. “Nothing was changing,” she says of covering mass shootings. “I wanted to do something more positive.” That calling led to Bucket List Community Cafe, a hyperlocal online newsroom serving Denver.

3. Mentor the next generation.Bucket List is more than a news site—it’s a “training hospital” for aspiring journalists. Students from nearby universities join as interns and apprentices, gaining real-world experience in storytelling, production, and community journalism. Many have since launched careers in media, marketing, and communications. “We have proof of concept,” Vicky says proudly.

Now, she’s tackling the challenge of sustainability—building community partnerships, audience growth, and funding streams. “It’s not in my comfort zone,” she admits, “but I’m tenacious. I’m not going to quit.”

Collaborate

Get in contact or collaborate with Vicky Collins:

* LinkedIn: https://www.linkedin.com/in/vickycollins/

* Website: https://bucketlistcommunitycafe.com

Join the Movement

* Subscribe for more stories at https://subscribe.peopleofmedia.com

* Be a guest! Take the publisher survey at https://survey.peopleofmedia.com

Affirmations

Were you inspired? Don’t keep it to yourself. Give an affirmation in the MDR Slack Channel. It matters when you take the time.It can be as simple as just tagging the person and adding three adjectives that describe them. Or saying something that encouraged or inspired you.

Sign up or enter the Slack channel: https://slack.peopleofmedia.com

I use AI in the production/refinement of some written content. See my boundaries for ethical AI usage in the content I create: https://datajoe.substack.com/p/ai-policy

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit datajoe.substack.com

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Jeffrey GoldbergChief Revenue Officer, Contemporary Media (Memphis Magazine, Memphis Flyer, Memphis Parent)

Media Superpower: Sustaining trust and momentum in local media through integrity, mentorship, and a deep belief in the power of storytelling.

Origin Story

Jeffrey Goldberg didn’t plan to end up in publishing. Fresh out of college, he was a textile sales rep in New York when a chance encounter at a health club changed his path. “I met a guy named Mike Belomo who had a publishing company,” Goldberg recalls. “He hired me to help launch In Fashion, a dual-audience fashion magazine. Then Rupert Murdoch bought us—and suddenly I was working for News Corp.”

That experience opened the door to Condé Nast, and ultimately, to Memphis, where Goldberg joined a small company that would become Contemporary Media, publisher of Memphis Magazine, Memphis Flyer, and Memphis Parent.

Over three decades later, Goldberg has grown from sales rep to Chief Revenue Officer, helping steer a trusted regional brand through changing times. “One of the great things about local media,” he says, “is you talk to the person who owns the business. You’re hands-on. It’s real.”

Lessons & Strategies

1. Work hard—and stay curious.Goldberg’s success is grounded in habits formed early. “The two most important words: work hard,” he says. “I was trained at News Corp and Condé Nast, and even though local media is completely different, those principles still apply—be prepared, be a good listener, work hard.”

He’s still learning today, citing industry peers like Julio Melara and training resources from Ryan Dohrn: “I’m always picking up new books, listening to videos, trying to learn something I can apply.”

2. Build trust by being interested, not interesting.When asked why clients trust him, Goldberg’s answer is simple: “I pride myself on integrity. But when I show genuine interest and knowledge in someone’s business, they want to listen.” He adds, “There are dozens of media options, but especially in local media, it’s both the product and the person that matter.”

3. Keep your team inspired.Goldberg’s sales team includes members who’ve stayed for over 25 years—a rarity in today’s market. “We have a nice esprit de corps here,” he says. “We think of ourselves as a family.” His philosophy: hire carefully, invest deeply, and keep the light in people’s eyes. “You’ve got to convince your team this is a good thing,” he says. “That what we do matters.”

Collaborate

Get in contact or collaborate with Jeffrey Goldberg:

* LinkedIn: https://www.linkedin.com/in/jeffrey-goldberg-518b6aa

* Websites: https://www.contemporary-media.com,

https://memphismagazine.com/

Join the Movement

Subscribe for more stories at https://subscribe.peopleofmedia.comBe a guest! Take the publisher survey at https://survey.peopleofmedia.com

Affirmations

Were you inspired? Don’t keep it to yourself. Give an affirmation in the MDR Slack Channel. It matters when you take the time. It can be as simple as just tagging the person and adding three adjectives that describe them. Or saying something that encouraged or inspired you.

Sign up or enter the Slack channel: slack.peopleofmedia.com

*I use AI in the production/refinement of some written content. See my boundaries for ethical AI usage in the content I create: https://datajoe.substack.com/p/ai-policy

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit datajoe.substack.com

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Name: Tequia BurtTitle: Former Editor-in-Chief, LinkedIn Marketing Blog & LinkedIn Collective; Founder, B2B Influence LabMedia Superpower: Turning complexity into clarity—transforming data, empathy, and creativity into stories that build trust and influence.

Origin Story

For more than 15 years, Tequia Burt has lived at the intersection of journalism, marketing, and storytelling. Her path began at B2B Magazine—we where we first met—and eventually led her to an impactful storytelling role in B2B media: leading research/content strategy at on the marketing side for LinkedIn.

“I got my start at B2B Magazine,” she recalls. “It gave me a front-row seat to the marketing world—meeting CMOs, covering campaigns, and learning how brands build credibility.” Years later, that foundation would come full circle when she joined LinkedIn to lead global storytelling and research for its marketing solutions group.

At LinkedIn, she helped produce major research reports like The B2B Marketing Benchmark and Trust Is the New KPI, turning complex data into clear insights that reached many. “LinkedIn let me be a journalist inside a brand,” she says. “I didn’t have to manufacture stories—I let the data lead me.”

Lessons & Strategies

1. Reach matters—but resonance matters more.“Reach is only meaningful when it’s built on empathy,” Burt explains. “When you listen deeply and reflect people’s truths, you build influence that lasts.”

2. Empathy is the engine of trust.In an era where audiences can “smell fakeness a mile away,” Burt argues that empathy is not soft—it’s strategic. “People don’t want to be sold to; they want to be understood. That’s how trust begins.”

3. Let AI assist you—but don’t outsource your humanity.When the conversation turned to AI, Burt was clear: “Use AI as your assistant, not your brain. Humanity still matters. Authenticity is the true differentiator.”

4. Balance head and heart.Her research showed that top-performing marketers are creative, adaptable, and collaborative. “The future belongs to those who can translate numbers into meaning,” she says.

Now, after being laid off in 2025, Burt is channeling her insight into her next venture—The B2B Influence Lab, a new digital media platform and creative consultancy exploring how trust, creativity, and influence are reshaping marketing and media.

“Being laid off brought me back to purpose,” she says. “Helping people understand the world through storytelling, trust, and truth—that’s what I’m here to do.”

Collaborate

Get in contact or collaborate with Tequia Burt:

* LinkedIn: https://www.linkedin.com/in/tequiaburt/

* Website: https://tequiaburt.com/

* See Tequia’s work on the LinkedIn Marketing Blog: https://www.linkedin.com/business/marketing/blog/collective-conversation

* See Tequia’s last research report for LinkedIn, “Trust is the New KPI” https://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/site/pdf/wp/2025/2025-b2b-marketing-benchmark-trust-is-the-new-kpi.pdf

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*I use AI in the production/refinement of some written content. See my boundaries for ethical AI usage in the content I create: https://datajoe.substack.com/p/ai-policy

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