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Smalley appointed Advocate advertising director

When he was hired by the Red Deer Advocate as an advertising administrative assistant in 1996, Richard Smalley received a somewhat ambiguous endorsement from the three people who interviewed him.
Richard Smalley has been named advertising director of the Red Deer Advocate.
Richard Smalley has been named advertising director of the Red Deer Advocate.

When he was hired by the Red Deer Advocate as an advertising administrative assistant in 1996, Richard Smalley received a somewhat ambiguous endorsement from the three people who interviewed him.

“You have the least amount of experience,” he recalls the trio telling him.

“But you have by far the best education, so we’re going to take a chance and go with the education.”

Sixteen years later, experience is no longer an issue for Smalley.

Soon after joining the Advocate, he was placed in charge of national advertising and trade printing.

Later, he became the new business development co-ordinator and then the retail advertising manager, and assumed responsibility for community promotions, and revenues related to the digital side of operations for the prairie division of Black Press — the Advocate’s parent company.

“There’s really not a position in advertising I haven’t done,” said Smalley, who becomes the Advocate’s advertising director on Sept. 1.

He replaces Gord Derouin, who is retiring after 37 years in the newspaper industry, the last 5 1/2 at the Advocate.

Smalley, who is 40, said he’s seen tremendous change during his comparatively short time in the business.

Whereas advertising copy once had to be physically transported from as far away as the other side of the country, it’s now delivered electronically. And colour copiers mean clients no longer have to imagine what their finished ads will look like.

The needs of readers have also evolved, said Smalley, pointing in particular to users of mobile devices like smartphones and tablets.

“We need to change our way of thinking from, ‘What is our readership?’ to, ‘What is our audience?’” he suggested, adding that it’s important to embrace new technology and stay “fresh and relevant.”

The Advocate’s strength, added Smalley, is its extensive reporting resources and credibility as a reliable source of information.

“We’re still the go-to place for what’s happening in Central Alberta.”

Smalley also sees a continuing role for the newspaper as a contributor to the community.

“We try to be as active in the community and help support local events and local charities and local groups as much as we can.

“I’m proud to say that we sponsor a lot of things.”

As advertising director, Smalley will retain his duties as manager of retail advertising, promotions and digital revenues. He doesn’t expect these old responsibilities to affect his ability to perform his new ones.

“I have the luxury of having a very good, dedicated sales force that’s got good relationships with their clients in the marketplace.”

Born and raised in Calgary, Smalley earned a bachelor of commerce degree with a marketing major from the University of Calgary. He moved to Red Deer with his wife Marsha in 1995, and the couple now have three daughters: Kailyn, 12; McKenna, 10; and Peyton, 7.

Marsha is a chartered accountant and partner at Collins Barrow.

hrichards@www.reddeeradvocate.com