20 Under 40 - 2004 Profile: Karen Crotchfelt

PRESSTIME

By Presstime Magazine

First Published: December 2004

Vice President of Business Development | The Arizona Republic, Phoenix

Karen Crotchfelt is finding the "sweet spots" in Phoenix's competitive, fast-growing market. As vice president of business development at The Arizona Republic, Crotchfelt has launched five community magazines that will generate more than $1 million in net revenues in their first year.

"I evaluated the competition, the demographics," she says. "I looked for where there is a need for readers, and where advertisers want to be." Where the two coincide—the sweet spots—a new product can emerge.

Crotchfelt also orchestrated acquisitions outside the core newspaper business, such as Arizona Woman, an established monthly magazine in Phoenix.

Crotchfelt surrounds herself with diversity of thought and talent. She hired a manager from the entertainment business in Los Angeles and another with an M.B.A. from Massachusetts Institute of Technology.

"The most pressing challenge for me is to break out of the traditional mold of what newspapers do and create an entrepreneurial spirit among my staff," she says.

Today, Crotchfelt spends hours coaching that staff. "Karen consistently challenges you at every turn, yet helps prepare you for each next step," says Cheryl Reid, director of Republic Magazines.

Crotchfelt's bent toward business emerged almost by chance. A dozen years ago, with a journalism degree from Northwestern University, Crotchfelt couldn't find a job as a reporter or editor. She joined the Post-Tribune in Gary, Ind., as a junior account executive.

The die was cast.

As advertising director at the Reno (Nev.) Gazette-Journal, she averaged 10.3 percent year-over-year revenue gains and developed a custom publishing unit.

Education: 1992, B.S., journalism, Northwestern University, Evanston, Ill.
Career: 1992-95, advertising junior account executive, circulation marketing manager, Post-Tribune, Gary, Ind.; 1995-96, circulation manager, sales and marketing, The Tennessean and Nashville Banner; 1996-98, circulation director, The Desert Sun, Palm Springs, Calif.; 1998-2003, advertising director, Reno (Nev.) Gazette-Journal; 2003-present, director of business development, vice president of business development, The Arizona Republic, Phoenix.
Personal: Age, 34. Born, Peoria, Ill. Married, husband Kevin.
Diversions: Spending time with her husband, reading mystery novels.
Connections: 200 E. Van Buren St., Phoenix, Ariz. 85004, (602) 444-8111, karen.crotchfelt@pni.com.