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2018 Trees Retreat

Maina to discuss growing print, digital revenue

For more than 70 years, WNA members and their families have gathered in Eagle River, Wis., for the annual Trees Retreat. We’ll return again this year on Aug. 16 & 17 for more top-notch training, priceless networking opportunities and to honor past publishers during the WNA Memorial Pylon ceremony. Register online by Aug. 10.

This year’s presenter is Esther Maina, vice president of circulation marketing and audience development for Adams Publishing Group.

About Esther Maina

Esther Maina is Vice President of Circulation Marketing and Audience Development for Adams Publishing Group. She is responsible for leading the efforts to grow newspaper print and digital audiences using strategically-focused sales and marketing initiatives through all available audience development channels. Her specialty and expertise is in creating effective marketing approaches by combining traditional marketing with all available new channels of customer interactions, such as print, digital, web, mobile, video, events, and social media.

Maina began her career in the circulation department in 1981 with Gannett and worked her way up the circulation ranks over the next 20 years. She took a hiatus from the newspaper business and worked for a small business as a sales and marketing manager and then formed her own successful executive search business which she ran for eight years. In 2014, she joined Adams Publishing in a dual role of events and circulation. In 2017, she was promoted to her current role.

Maina is a volunteer with Lost Dogs of Wisconsin and is in a key leadership volunteer role for Ruby’s Pantry, which is a faith-based food distribution organization hosted by volunteers from local churches and is headquartered in the Midwest.


Growing Print and Digital with Membership Subscriptions

9 – 11:30 a.m. • Friday, Aug. 17

Adams Publishing Group is a family-owned community newspaper company that consists of 27 daily newspapers and more than 100 non-daily newspapers. Esther Maina, who is tasked with leading circulation marketing and audience development for the company, will discuss recent efforts to shift to membership-based revenue model. She’ll discuss how moving away from traditional subscriptions can increase revenue — and reader satisfaction.

Working through Nightmare Scenarios

3:15 – 4:15 p.m. • Friday, Aug. 17

It has been said, “What can go wrong, will go wrong.” Attendees will share examples of when this adage rang true for them and Delta Publications’ Mike Mathes will walk us through how to cope when you find yourself in a disastrous situation.

** Schedule subject to change. Early afternoon session/speaker pending.

Register for Trees


Download the 2018 Trees Retreat schedule.


The Trees Golf Outing, which benefits the WNA Foundation, is a longstanding WNA tradition. Proceeds will benefit the WNA Foundation.


A block of rooms is available at the Days Inn Eagle River for $114/night. Reserve your room by July 16: Call (715) 479-5151 and ask for the “Wisconsin Newspaper” block. Dormitory-style accommodations are also available and can be booked along with your Trees registration.


When you’re not catching up with old friends around the campfire or participating in one of the many events on the Trees Retreat schedule, we encourage you to explore the beautiful Northwoods.

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