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Lanfranco serves as The Signal’s classified advertising manager

Posted: September 14, 2010 7:09 p.m.
Updated: September 15, 2010 4:55 a.m.
 

Brad Lanfranco, classified advertising manager for The Signal, says that he loves this community. A local resident for 19 years, Lanfranco oversees automotive, recruitment, real estate and the rest of classified advertising at the newspaper.

Lanfranco has extensive experience managing sales with major retailers, as well as in the newspaper and mortgage-banking industries, giving him a broader perspective in addressing advertiser needs.  When working with the Daily News, he was the retail advertising sales manager.

“A lot of people don’t realize that The Signal is the largest local subscriber-based news media publication in this valley,” said Lanfranco. “We are also daily, we’re seven days a week.”

Lanfranco said the daily newspaper provides exposure that a business may only receive once a month with other publications.

Subscribers choose to read a newspaper, and studies show newspaper readers tend to be higher-income earners and college-educated consumers. Santa Clarita household demographics are higher than most cities in Southern California, making readers a prime audience for advertisers.

“When an advertiser runs with us, they’re reaching a target demographic” he said. “Statistics have shown that newspaper readers are typically higher educated and higher income earners, making them prime candidates as buyers and for recruiters.”

Lanfranco said Santa Clarita is a very unique niche in that the city is basically trapped in a valley. People don’t like to leave the valley and will stay here to shop if they can find what searching for. 

“If your business is in The Signal, you’re branding yourself to local clients who are loyal to the community and don’t want to spend their money elsewhere if they can avoid it,” said Lanfranco. “There are benefits for all kinds of advertisers, small and large. It’s a good return on your investment.”

An interesting note in Lanfranco’s background as a brand central sales manager for Sears, he was promoted to assist in planning the layout of the Sears store in the Westfield Valencia Town Center. Included in the numerous sales awards Lanfranco has earned, he was honored as sales manager of the year out of 936 Sears stores nationwide.

“Advertising in a local medium reaches area consumers who can take advantage of the services and products offered by local businesses,” Lanfranco said.

Lanfranco lives in Valencia with his wife, Lea, and daughter Bailey. Brad Lanfranco can be reached at The Signal by calling (661) 902-5534 or via e-mail at blanfranco@the-signal.com.

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