At the time we had already begun work on SLOAN, The Sacramento Local Online Ad network. Geoffrey Sakala from The Rancho Cordova Post and I were exploring a partnership to help both publications. An advertising network made sense theorhetically, but it took 8 months to actually make SLOAN a reality.

The practical challenges of building a local advertising network are daunting. Details from sales territories to publisher payments have to be worked out and tested. Publishers in the local space have been so fiercely competitive for so long that just getting everyone in a room is challenging. In addition, most hyper-local publishers have full time jobs other than running websites. Keeping in contact is difficult let alone building the level of trust necessary for a local advertising network.

We hired Lynn Mayugba, an expert in sales and corporate strategy, as the lead on this porject. She has been nothing short of phenomenal. Trust me, the theories are all wrong. While local advertising networks are crucial infrastructure of local media markets, it takes a personality – a force of nature – like Lynn to put passion and theory into practice. These are not organic structures built of my dreams, but rather through tireless effort.

Now that SLOAN is a reality, I want to thank a few people who really put in the time to make this all happen.

Thank you Lynn for all the reasons stated above and for your continued excellence.

Thank you Geoff Samek, co-founder of The Sacramento Press. He is my daily rock and inspiration. So much of SLOAN was defined in conversation between us at our desks over the last eight months.

Thank you Geoff Sakala. This was your vision as much or more than mine. You researched platform partners and found Adify. You endorsed SLOAN when there was only vaproware and helped bring publishers together.

Thank you Bryan, Eva, Leif, and Welly from Adify. I know its your business to help, but you always seem to give a little extra with SLOAN. I can feel your passion for our project.

Thank you staff of The Sacramento Press. When I think of the future of local media, you’re it. Our newsroom is so vibrant and optimistic and I wouldn’t want to be anywhere else.

Thank you publishers for taking a step forward with us. What an amazing day. You are the best of the best. Small to large you are the area’s premier local online publications.

Thank you advertising partners. With your help not only can we build a more efficient market, but we can build stronger than ever brands. With your guidance we will continue to make SLOAN better and better.

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