12/22/2015

Seven questions with an ONA member: Lori Figurski

By Josh Park, ONA Program Support Specialist

Lori Figurski began her the path to her current career when she worked on staff for her high school newspaper. In April of 1984, she began working with Ogden Newspapers, and as of this past March, she works as the organization’s regional advertising director.

Figurski is married to her husband, Jim, and has a son, Chad, daughter-in-law, Shonna, and daughter, Courtney. She also has three dogs – Caley, Cleo and Cooper – who she refers to as her “fur babies.” She considers Adena, Ohio her hometown.

Figurski also serves as the immediate past chair for ONA’s 2016 Convention Committee.

What sparked your interest in this career?
Working on my high school newspaper staff started the ink flowing through the veins. Once that happens, it’s all history. Every day we get to get up and do something new and interesting that makes a difference. I couldn’t imagine doing anything else.

What’s the most difficult part of your job?
Keeping advertising agencies in tune with the readership/potential customers and value in which newspapers provide for their clients. Also, battling the “ROI” statement and maintaining integrity with our CPM rates when working with agencies. Our industry is ever-changing, and at times it is a challenge to keep up. 

What’s the most rewarding part of your job?
Working with the talented advertising and creative teams at our 39 newspapers, along with introducing new ideas, driving revenue and helping our clients.

What are the two coolest new things your newspaper is doing? 
This answer is a little difficult to answer at this point in time. But to sum up, the last few months in my position, “overall” it has to be the communication and teamwork between our newspapers that has transpired. 

What’s the biggest problem and biggest opportunity in our industry that people should be talking more about? 
We don’t tell our story. We tend to spotlight the negative, such as newspapers closing or reducing publishing days. We need to focus on the positives. We as a newspaper industry give the reader in-depth news coverage they won’t find anywhere else. We deliver customers to advertisers’ doors efficiently and effectively. You cannot find a more trusted news source or value then what newspapers offer.

If you could get an exclusive interview with one newsmaker past or present for your newspaper, who would it be and why?
Actually maybe two: Professionally, go visit and interview people in Italy, where they produced one of the first news bulletins in stone, or Europe, where one of the first print presses was located. For fun, it would be Dale Earnhardt, the original #3. I watched and went to a few NASCAR races with my grandfather, so it would bring back special family memories. 

What are the most important benefits you get from ONA? 
Networking with the other newspaper professionals who share their experience and the passion for our industry. Also, the lobbying and free legal hotline.