Angela Joines, a veteran advertising and sales manager for a sister newspaper, has been named The Herald’s advertising director and general manager.
Joines, who began work in Rock Hill last week, comes to The Herald with almost 20 years experience selling advertising for the Raleigh News & Observer. Both newspapers are owned by the McClatchy Co.
Joines also is a longtime newspaper reader, a habit cultivated by her grandmother, Mae Baity, of Wilkesboro, N.C. Baity got the twice-a-week Journal-Patriot newspaper and “read it from cover to cover,” Joines said. The two started reading the Journal-Patriot together, and Joines learned a newspaper is “how you stay connected to your community ”
Joines said she wants to make sure The Herald, its website and weekly publications continue to make that connection for readers. “We have to uphold the social contract with the communities we serve,” she said.
She comes to The Herald as McClatchy continues to streamline administrative costs while preserving local newsgathering and advertising resources. She assumes some of the duties held by former Herald president and publisher Debbie Abels, who held that position for seven years before leaving in December.
Joines said her biggest challenge is “overcoming the perception we are a dying industry. We won’t go away. We will change, evolve, but we are here to stay.”
The evolution means striking a balance between the constantly changing world of digital information and the printed newspaper.
As advertising director, Joines will work with The Herald’s staff to “make sure we are at the top of our game,” in offering all marketing options to area businesses.
“We are not just sales representatives, we are business consultants,” Joines said. “Our job is to help businesses navigate a complex marketing world.”
Joines started as a sales assistant at the News & Observer in 1996 and quickly became a sales representative. She has worked in all aspects of advertising sales, from day-to-day sales as well as digital advertising, political advertising, major accounts, niche publications and automotive.
Regardless of the type of advertising, the key is building relationships with customers, Joines said.
“I like the social aspect of the business, offering to help people and to help their business grow. I want to tell their stories,” she said.
The result: Joines continues to have relationships with the businesses she has served even though she no longer is responsible for those accounts. “They trust me,” Joines said.
Joines said she wants to have similar relationships in the region among business owners as well as community and political leaders. In many ways the tri-county region reminds her of Wilkesboro, especially its size and the friendliness of its residents.
Joines, 46, has a bachelor’s degree from The University of North Carolina, Chapel Hill, where she studied history and politics. She has one daughter in college.
Even though she will live in Rock Hill, Joines said there’s one thing she won’t change: her allegiance to her alma mater.
“I’ll be a diehard Tarheel fan in Gamecock and Tiger country,” she said.