Audience Development Manager

About the Role

Sample News Group is seeking a dynamic and data-driven Audience Development Manager to lead growth initiatives across our portfolio of daily and weekly newspapers and websites in Central and Western New York. This is a high-impact role responsible for building and retaining readership across both print and digital platforms, driving subscription revenue, and connecting our communities to the journalism they depend on.

The ideal candidate brings a deep understanding of the modern media landscape — from USPS circulation regulations and single-copy retail strategy to digital audience tools, SEO, and social media engagement — and can translate that knowledge into measurable results across five distinct markets.

Markets Served

You will oversee audience development strategy for our media properties in:

• Greater Syracuse
• Cortland
• Oswego
• Batavia
• Greater Buffalo

Key Responsibilities

Print Circulation & Distribution

• Develop and execute print subscription acquisition and retention campaigns across all five markets
• Ensure full compliance with U.S. Postal Service regulations for periodical mail, including proper postage documentation, presort standards, and delivery schedules
• Manage single-copy sales programs, including newsstand placement, rack maintenance, and relationships with retail and distribution partners
• Analyze print circulation data to identify trends and opportunities for growth
• Collaborate with production and mailroom teams to meet USPS deadlines and carrier route requirements
• Have a working knowledge of fulfillment systems (CircPro, Vision Data, Newzware or similar)

Digital Audience Growth

• Drive website traffic and engagement using audience development tools including Google Analytics and Blox Audience
• Develop and implement digital subscription strategies, including metered paywall optimization and reader funnel analysis
• Manage SEO strategy in coordination with editorial teams to improve search discoverability
• Oversee email newsletter strategy, including list growth, segmentation, and performance tracking
• Utilize social media platforms (Facebook, Instagram, X/Twitter, and emerging platforms) to expand audience reach and brand awareness

Strategy & Analytics

• Build and present regular audience development reports to senior leadership, including KPIs for both print and digital
• Monitor competitor activity and industry trends to inform strategy
• Identify and test new audience development tools, platforms, and revenue models
• Establish market-specific goals and track performance against targets

Collaboration & Leadership

• Partner with advertising, editorial, and marketing teams to align audience development with business objectives
• Manage vendor relationships including print distributors and digital platform providers
• Mentor and support circulation staff across all markets

Qualifications

Required:

• 3 years of experience in newspaper circulation, audience development, or a closely related media role
• Working knowledge of U.S. Postal Service periodical regulations and presort mail requirements
• Experience managing single-copy sales programs and retail distribution networks
• Proficiency with website analytics tools (Google Analytics, Blox Audience )
• Demonstrated success using social media to grow and engage audiences
• Strong analytical skills with the ability to interpret data and make strategic recommendations
• Excellent communication, organizational, and project management skills
• Ability to travel across multiple markets in Central and Western New York as needed with a home base in Syracuse, NY

Preferred, but not required:

• Experience with digital subscription platforms and paywall strategy
• Background in SEO strategy and email marketing platforms
• Experience in a multi-market or regional media environment
• Bachelor's degree

Pay: $52,000.00 - $65,000.00 per year

Benefits:

• 401(k)
• Dental insurance
• Health insurance
• Life insurance
• Paid time off
• Vision insurance

Work Location: In person

Salary : $52,000 - $65,000