This interview is part of the Alliance for Audited Media’s new Media Mavens article series that features industry leaders and the impact they have made throughout their careers on their colleagues, companies and the industry.
Aaron Kotarek has spent all of his career in news media and is well-known for sharing his insights on innovation and growth, whether it’s at an industry conference or via a podcast. He’s currently the senior vice president of audience and operations for the Honolulu Star-Advertiser/Oahu Publications, Inc. Here Aaron shares how he came to work in news media, the innovative idea that he’s most proud of and what he values most in his career.
AAM: How did you get started in the industry?
Aaron Kotarek: After college I opened my hometown newspaper’s classified section and saw an opening for a circulation district manager. I applied, got an interview and have been in the media industry ever since.
AAM: How has your role in circulation evolved since you started?
Aaron Kotarek: When I started out in the ‘90s there were no digital offerings, only print. Back then it was a game of acquisition. Today we are in a retention environment, laser-focused on retaining core subscribers in print and digitally. The most exciting part of my role today is that I am part of the process of creating our digital future. In terms of evolution, audience executives are now revenue drivers, digital engagers and strategic thought leaders. We have a larger seat at the table than ever before.
AAM: Is there anything about your career or the industry that has surprised you?
Aaron Kotarek: One thing that surprises me is that some media organizations continue to give away content on the digital side for outrageously low-price points. My mantra is, “no matter which platform our content resides on, it has (relatively) the same value.”
AAM: Can you share one program, idea or initiative you were part of that helped your company innovate and/or achieve its goals? Why was it successful?
Aaron Kotarek: We recently became the first media company in the U.S. to eliminate our exorbitant credit card interchange fees. We have been able to take these recurring savings and reinvest them into emerging technologies so that we can continue to gather award-winning, credible, relevant and differentiated local news and advertising information for the communities we serve.
AAM: In what ways has AAM supported your company in reaching its goals?
Aaron Kotarek: Whether I have a question regarding a bylaw or need to offer candid feedback, I can always count on someone at AAM to listen and act accordingly. When our clients see the AAM stamp of approval on an audit, I know that they are completely satisfied and reassured with our performance.
AAM: What are you most proud of in your career and why?
Aaron Kotarek: My longevity in the industry and my ability to be a change agent and risk taker.
AAM: If you could give someone starting out in your field one piece of advice, what would it be?
Aaron Kotarek: Network and benchmark meticulously with your peers. This has become a lost art and the recent pandemic accelerated the lack of networking and benchmarking we once relished.
AAM: Where do you see the industry in 10 years?
Aaron Kotarek: I see smaller and more nimble media organizations that will have consolidated to ensure essential scale.
To read more interviews with AAM’s Media Mavens, visit auditedmedia.com.
