- Kirsten Ballard
2016 Top 30 Under 30 winner
Christina Contreras is the Circulation Marketing Manager at the Arizona Republic. She is also a Top 30 Under 30 winner. She is known for her outstanding work in audience development. She believes that through the development of paid audiences journalism can continue to grow.
- What drew you into news media?
The honest answer is a former boss of mine kind of reached out to me; I was formerly in floral industry. It was almost like a calling. I didn’t choose it, it chose me.
- As a Top 30 Under 30 winner, do you consider your age an advantage or disadvantage in the industry? Why?
I would say traditionally it would be a disadvantage, but because of the direction news and media is heading it’s now an advantage. In the good old days, when media was entirely a printed product, my age would have been a disadvantage, but we all know we’re headed into a new era, an era in which my generation is the target consumer. Selling to millennials is a different approach. It’s using advertising in different mediums, a lot more online, much less in print. It’s a different message. In Arizona specifically, our marketing team is deploying the Explore AZ campaign, about the things we have to do in Arizona. I can’t take credit for that, but my pieces are along similar lines. We’re talking more about issues that pertain to millennials.
- What work are you most proud of?
In general, I have launched a few firsts for The Republic, including the first abandoned cart program, for ecommerce. But, I have a great team; I have to say it’s my teammates. We work really well together. There are a lot of obstacles placed in front of us. We work together to overcome them. Without them, it’d be a difficult job.
- Describe a “typical” day on the job.
It is a fast paced job, constantly moving. It’s fun, obviously. I’m in the circulation department, I create campaigns, I do a lot of coming up with art concepts, revising them, working with designers. I work with the sales director to come up with new ways to position the benefits of subscribing to The Republic.
- What do you see as the future of news media?
To think of a culture without investigative reporting or unbiased reporting that isn’t paid by an advertiser, it’s a very scary thought. We’ll always be around, we’ll be strong.