New publisher appointed to Appeal-Democrat

Dave Schmall, a veteran newspaper executive with extensive multimedia experience, has been named publisher of the Appeal-Democrat.

Schmall will oversee day-to-day operations of the Appeal-Democrat and Tri-County Newspapers, its four bi-weekly newspapers. He started Monday.

"Dave has an impressive track record of championing innovative ideas that lead to audience growth," said Jon Segal, president of Freedom Communications' Newspapers Division. "His expertise in developing and selling targeted multimedia programs on Internet, mobile and print platforms will be a great asset as we expand our audience-engagement efforts within the Marysville community and Tri-County area."

Schmall, 50, brings nearly 20 years of experience in the media industry, having served in key publishing and sales management positions for major-market newspaper and magazine publishers. He most recently served as publisher for Creative Loafing in Atlanta, where he led the execution and business strategy of Atlanta's largest weekly publication. Under Schmall's leadership, Creative Loafing increased audience share and sales revenues beyond the core print product by introducing new online and mobile applications, including podcasts, video and blogs.

Schmall is familiar with the Sacramento Valley area, having served as publisher of the Sacramento News & Review from 1998 to 2002.

"I love the area ... I love the outdoors. I still have friends and family in Sacramento," Schmall said.

Prior to Creative Loafing, Schmall served as general manager for Quick, a free publication of The Dallas Morning News, from 2004 to 2006. He directed the launch, advertising, branding, sales training, and day-to-day print and online operations.

Schmall said he's looking forward to building upon the Appeal-Democrat's print and interactive successes, and helping "define the future of local media."

"What's being done (at the Appeal-Democrat) with video and breaking news online ... this is the type of stuff that local newspapers have the wherewithal to do and can play the role better than anyone," Schmall said.

Schmall has also served as associate publisher of The Rake Magazine, consultant to Knight-Ridder Media of St. Paul, Minn., and other indoor advertising clients, and as advertising director for City Pages of Minneapolis. He began his career managing sales, marketing, merchandising and distributor programs within the consumer beverage industry.

Schmall succeeds Don Bricker, who left the Appeal-Democrat in June to become publisher of a Chicago-area newspaper group. He will report to Julie Moreno, Freedom Newspapers' Pacific Region vice president and publisher of the East Valley Tribune/Scottsdale Tribune.

"I'm excited to have Dave join our team in the Pacific region," Moreno said. "He will bring a fresh perspective to our group, and will help us as we all work together to strengthen our franchise in this time of unprecedented change for our industry."

"Preserving the brand" of local journalism practiced by the Appeal-Democrat while "bringing the community along" as the newspaper introduces new initiatives is essential to future growth, Schmall said.

"It's about finding more ways, better ways to reach the audience," Schmall said.

Schmall is married; he and his wife Jennifer are in the process of relocating to the Yuba-Sutter area. Schmall has two teenage children who live in El Dorado County. He holds a bachelor of arts degree in political science from Marquette University.

The Appeal-Democrat is part of Freedom Communications, headquartered in Irvine. The company's portfolio includes 33 daily and 77 weekly newspapers, magazines and other specialty publications, as well as TV stations.