Industry veteran hired as advertising director for Greenfield Recorder


For The Recorder
Thursday, November 09, 2017

 The newspaper group to which the Greenfield Recorder belongs has hired a newspaper and marketing industry veteran as its new advertising director: Letty Acosta.

“We’re glad to have her … in the Pioneer Valley,” said Publisher Michael Rifanburg, who said that he thinks the business community will find Acosta to be a good resource. Acosta will be the regional advertising director for the Recorder, as well as the Daily Hampshire Gazette and the Valley Advocate, all owned by Newspapers of New England, a small, family-owned newspaper group that also owns papers in New Hampshire.

Acosta comes to the Pioneer Valley from North Carolina, where she held a consumer marketing position with BH Media. She also has experience in the circulation and advertising fields, and has even served as a publisher.

Acosta said that she’d been looking for positions in the advertising field when she discovered the opportunity here.

Acosta, who started last month, replaces Jon Stafford, who left this summer to pursue other opportunities. She will work closely with Recorder Advertising Manager Sharon Cross.

Rifanburg said that Acosta is a good fit for the team and the community, calling her a “well-rounded candidate.”

“She’s hit the ground running,” he said.

“It’s a great fit; I can feel it,” Acosta said.

Acosta praised the advertising teams at the papers. She hopes to embrace more digital advertising, which she said is in its early stages.

She also lauded the newspaper group’s print offerings, saying that they have some of the best reach and diversity that she’s ever seen. And special sections is another area for potential in this area’s market, she said.

In terms of philosophy, Acosta said that the goal is for customers to “buy a solution” and that the advertising they buy will vary depending on what their goals are, such as expansion or reaching out to existing customers.

Acosta was born and raised in San Antonio and is a graduate of the University of Texas at Austin. This will not be the first time she’s lived in New England, however, as she lived in Milford, Conn., for a time while working for Digital First Media.

Acosta has three children, a daughter who is a senior in high school in Texas, a 24-year-old son who helped her move in and is staying with her through the holidays, and a daughter at St. John’s University in New York.

She said that being closer to her daughter is an advantage of her new job.