Tireless Arkansas Business advertising exec Bonnie Jacoby continues to thrive in Arkansas news industry after 32 years

Continued from page 1 its staff, which includes a number of employees with tenures going back several decades, has faced and weathered numerous challenges over the years.

“When I first started, our reputation was not as strong as it is today. I would have to sell who we were to get an appointment with somebody,” explained Jacoby. “Now, when you mention the name Arkansas Business, it has credibility. Whether we are selling Arkansas Business or one of our other publications, there is this level of trust and credibility that goes with it.

The company has endured four major downturns since its launch in 1984, including the Great Recession between 2007 and 2009 and the recent COVID-19 economic decline.

Despite those challenges, current APBG in the building every day, and with hard work, honesty and a positive attitude she serves her team and the clients of Arkansas Business. I'm so grateful to have her leadership on this team, and it's been so rewarding to see her team continuing to grow and hit records.”

Bettis noted that the company has an annual honor for the top sales and marketing team member called the “Jacoby Sales Champion Award.”

Jacoby said the team she manages is diverse across several demographics, which forces her to adapt to communicating and motivating in different ways.

“I try to see what is important to them. I try to be the cheerleader and try to create a fun environment to sell and work in, while also maintaining what the expectations are,” she said. “You have to adapt yourself to the personnel that you are supervising.”

The biggest change that Jacoby has seen during her career is technology and the advent of the internet. Over the past 40 years, those combined forces have led to substantial changes in traditional print media. But, the internet has helped the business publication reach a more diverse audience than ever before. According to Jacoby, Arkansas Business’s weekly news journal has more than 80,000 readers per issue, while its online companion, ArkansasBusiness.com, has over 100,000 unique monthly visitors and 50,000-plus e-newsletter subscribers with only a 30% overlap.

“People know that if you advertise with us, you are attaching your brand to something that people trust,” she continued. “And that trust is extended to you, as a partner with us.”

For the record, Jacoby said she is not the longest tenured Arkansas Business employee. George Waldon joined the weekly business publication in 1985 as an associate editor. Waldon now serves as senior editor for the 39-year old publication, covering banking, finance and real estate.

Jacoby said that Arkansas Business and

President and Publisher Mitch Bettis raves about Jacoby’s impact on the thriving media innovator and its culture. Bettis purchased ABPG in February 2019 from a limited partnership led by Farrell after serving as the company’s general manager and publisher for several years.

“For more than 30 years, Bonnie has been the catalyst for success at Arkansas Business. She's been an innovator and a vocal champion for every client she and the team have worked with,” said Bettis.

“Additionally, after three decades she is as dynamic a leader as she ever was. Bonnie is almost always the first person

Jacoby said although she celebrated her 30th anniversary with ABPG in March 2021, she does not plan to slow down any time soon. As an industry trailblazer and innovator who has spent her entire career at APBG, the energetic advertising executive is looking toward the future and to accomplishing even more as Arkansas emerges from the pandemic.

She noted that the key to her success has been continuing to evolve and innovate as a manager and advertising executive. “Most of my career I’ve had my hands in so much and learned from the ground up,” she said.

“I have not set any exit strategy. I am still having fun and that’s what matters.”