Sales in local for-profit and nonprofit news has shifted from selling ad space or pageviews to addressing psychological, strategic, and narrative-driven challenges. This session outlines how news organizations can adopt a sales approach rooted in sponsor alignment and value-based storytelling. Participants will learn how effective sales professionals operate as consultants who understand emotional decision-making, anticipate objections, and build trust across segmented and evolving markets. The session will focus on tailored communication strategies grounded in clarity, relevance, and long-term impact.
About the Presenter
Richard Brown serves as the Chief of Growth and Innovation at Wisconsin Watch, where he leads strategic initiatives to increase the organization’s impact and long-term stability. He has coached the Emerging News Media Leadership Cohort for CUNY and, as an instructor for the Constellation News Leadership Cohort for Lenfest and CUNY, taught revenue modeling and strategy. His experience includes serving as a Revenue Sustainability Coach for LION and receiving the News Media Alliance Rising Star Award.
Brown is a catalyst for growth and innovation in the news media industry and an advocate for equity and access. Through his expertise in strategic revenue development, he fosters sustainable growth while helping important stories from underserved communities reach the audiences who rely on them. His approach to guiding organizations through challenges and shaping meaningful narratives shows his dedication to professional excellence and social responsibility.
