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MANILA, OCTOBER 8, 2012 – The Philippine Star’s Lucien Dy Tioco has been promoted to senior vice president for sales and marketing, effective October 1, 2012.
Prior to this promotion, Dy Tioco was the company’s group vice president for advertising, overseeing the advertising sales operations of The STAR, Pilipino Star Ngayon, The Freeman, PM and Banat. Under his watch, The STAR shot up to advertising leadership since 2006. And he has been instrumental in making the Star Group the country’s most profitable print media enterprise.
With his 25 years in The STAR, he has seen the change that digital has brought in newspaper advertising. “The dynamics of how we promote the paper has changed,” he told, adobo magazine. “In the past, it was simpler. Now it’s about offering additional services to the client like packages and surveys.”
One way Dy Tioco and his team has addressed this is by launching PhilStar apps this year. “It’s doing quite well as we had recorded 25,000 subscribers since it was launched,” he said.
As SVP for sales and marketing of The STAR, he is poised to set new directions for advertising in the newspaper under a changed media landscape.
“Our attitude towards digital is to reach more readers,” Tioco said. “Especially our readers who are 30 years old and below.”
Dy Tioco started his 25-year career in The Philippine STAR as a branch coordinator in the classified ads unit. He later moved to marketing research before becoming an account manager handling advertising sales where he made his mark as the top sales performer. He was named advertising manager in 1997 and became advertising director two years later. He rose to the vice-presidency of the newspaper in 2005.
