Spotlight on I-SCMA Vice President and Executive Director of Information Systems, Dave Fellabaum, of Trib Total Media.

Tell us a little about your current position, how long you have been in the business, and the positions you have held.

My journey in the media industry began with route 108 for the Altoona Mirror, where I was introduced to the world of media. After completing high school, I sought a part-time job while attending College, and a part-time mailer position proved to be the perfect fit. Over time, I gained experience in various roles within the mailroom and eventually transitioned to the Circulation Department. I started as a Circulation Distribution Assistant and worked my way up to becoming a District Manager. At one point, I even returned to the Mailroom to lead the department.

In the year 2000, I had an exciting opportunity to join the Tribune-Review, overseeing the USA Today inserting operation.  Soon, I had the opportunity to return to Circulation overseeing the Trucking and warehouse operation for the Pittsburgh edition.   For the next several years I continued to contribute with several other positions within the Circulation department.

In 2016, I embarked on my current position as the Executive Director of Information Systems, where I am responsible for overseeing both the IT and the Information Systems departments. Recognizing the increasing complexity of reader management, the Audience Department was added to our team in 2019. This role has been a fulfilling journey, allowing me to grow professionally and contribute to the success of our organization.

What do you enjoy most about your current position?

I believe in what we do. I’ve always felt a deep personal connection to how newspapers can touch people’s lives.  From early on I always felt great pride in knowing that I helped inform our readers in some capacity.  Something that I do touches tens of thousands of individuals’ lives daily.  Aside from all of the benefits that local journalism brings to a community, the impact we can have on the individual reader is very fulfilling.  The daily process of news gathering, compiling, producing, and delivering is a process that is awe-inspiring to me, and the fact that I play a small role in the great work our team does is what I enjoy most.

What do you feel are the biggest challenges facing our industry today?

The most significant challenge facing the newspaper industry today is reader apathy. In the current landscape, understanding how readers perceive our products and what motivates them to engage with our content has become crucial. With an abundance of information sources readily available to readers, it has become increasingly difficult to maintain our position as the trusted source, particularly for local news.

Local reporters play a vital role in delivering news and updates about community happenings. However, with the diminishing support for local journalism, there is a risk that without dedicated journalists, essential information about local events, issues, and developments may simply go unreported. Readers’ reliance on search results, social media, and the belief that news should be freely accessible may lead to the neglect of valuable local reporting.

Our primary hurdle lies in reminding the public of the indispensable role local reporters play. They are the ones who ask critical questions, seek accurate answers, and provide insights into the heart of our communities. Without them, the information readers receive will be limited to the perspective of the content’s author, and worse, there could be a significant lack of information on essential local happenings that deserve public attention. Reestablishing the value of local journalism in a world inundated with free and abundant unvetted information is the most pressing obstacle we must overcome.

What is your go-to activity when not working?

I have been blessed with four active children, now aged 23 – 13.  I have a saying that unless there’s a Fellabaum on the field, I did not see that game.  Someday the answer to this question will again be fishing, but for now, just enjoying watching youth baseball is quite alright with me.

What is something about you that others might be surprised to learn?

During the Spring of 2023, I graduated with my first Bachelor’s degree from Penn State University, majoring in Security and Risk Analysis. As previously mentioned, my educational and professional journeys began with a job in newspapers right after high school, I faced many challenges (and kids) that prevented me from completing my studies at that time. However, with determination and the unwavering support of both my family at home and my family at work, I made it through many (many) starts and stops to finally accomplish my goal.