Daily Herald’s marketing chief retires after 42 years

Jim Cook, assistant vice president of marketing and promotion for the Daily Herald Media Group, retired Friday, ending a career with the Daily Herald that spanned more than four decades.

Cook joined the Herald — before “Daily” was added to the name — in June 1970 as a reporter covering prep sports, Arlington Park and writing a weekly outdoors column. He became assistant sports editor under legendary Daily Herald Sports Editor Bob Frisk and eventually became Sports Editor before being promoted to manager of marketing and promotion in 1996. In 2001, he was appointed to his current position of assistant vice president of marketing and promotion.

During his 42 years with the company, Cook has seen the suburban landscape and its relationship with business change dramatically. We asked him to reflect on his years with the Daily Herald and provide some insight on the status of suburban business.

Q: How have you seen the dynamics of doing business in the suburbs change over the years?

A: The digital revolution is in full swing for communications, purchasing, selling, marketing and everything in between. It’s a “now” world with immediacy the driver and mobile (smartphones) the vehicle.

Q: What challenges do you see for suburban business groups in the next several years?

A: The temptation is to rely purely on technology to communicate with each other via voice mail, email, eblasts, webinars, instant messaging, tweeting, etc. I’ve spent my career personally communicating with people so I can associate faces with names, expressions with reactions and emphasis with words. There’s still no substitute for a good, solid handshake to spark or seal a relationship. Business organizations must find benefits to make companies successful in this economy. Sadly, there are too many businesses that don’t see the value of joining an organization and miss opportunities for product/service exposure, training, development and networking with their peers.

Q: How has the role of the Daily Herald’s marketing department changed?

A: The Daily Herald remains a powerful brand and our promise to deliver quality journalism remains the cornerstone of our mission statement. Our marketing strategy revolves around strengthening and positioning our brand as the accepted source of news, information and advertising messages across all platforms. Marketing has changed with the dynamics of the industry. Newspapers are now multimedia content providers with print being just one component of a multidimensional communications platform. With so many marketing messages bombarding customers each and every day, it’s critically important to deliver a succinct message that is unique, relevant, targeted and timely. Social media is the rage now, but the marketing results and impact are still inconclusive.

Q: Is there anything you regret not being able to accomplish before you leave?

A: No regrets, no mulligans, no do-overs.

Q: What is your favorite marketing memory?

A: Signing our first agreement with Rosemont Horizon, later-to-be Allstate Arena. Part of our partnership includes signage on the Jane Addams Memorial Tollway. It serves as the gateway to our market and reinforces the Daily Herald brand to more than 165,000 commuters every day. It created a buzz back in January, 1999 that endures today.

Q: What has been a highlight of working at the Daily Herald?

A: As Sports Editor, I was able to enjoy the development of our department into an extremely talented, full-service staff that covered the Chicago and suburban markets — from preps to pros — with a passion unlike our competition. The unique experience and personality of our sports writers led to national recognition for presentation, content and writing by Associated Press Sports Editors.

Q: What made you move from sports to marketing?

A: After 26 years in sports and the satisfaction of observing the careers of such megastars as Walter Payton and Michael Jordan, I was intrigued when a position in marketing opened within the company. I viewed it as an opportunity to further promote the Daily Herald brand that I already trusted and to which I was fully committed. As an adjunct ambassador, the chance to build relationships and partnerships with local community leaders came naturally and was extremely rewarding.

Q: What are your plans for retirement?

A: My wife Donna and I are looking to relocate in suburban Chicago. The move will dominate our immediate future. We have some trips planned, but are looking forward to spending more time with our families.

Q: What will you miss most about your career?

A: The people. So many have touched my life, both professionally and personally. It’s amazing how fast 42 years pass when you’re immersed in a job you love and surrounded by great people.

— Richard R. Klicki