New lead sales and marketing executive takes the reins at Lee Enterprises Montana newspapers

A longtime Montanan with deep Missoula ties has stepped into one of the top sales and marketing roles at Lee Enterprises, a company that owns five Montana newspapers with substantial digital and print subscribers.

William “Bill” Merrill was named Lee Montana's vice president of sales and marketing at the start of year, formally assuming the role in January following the retirement of longtime advertising executive Dave Worstell. Merrill now oversees 14 advertising and marketing employees working across the Billings Gazette, Missoulian, Helena Independent Record, Montana Standard and Ravalli Republic.

"There are really good, knowledgeable, tenured sales staff throughout the state," Merrill said of his teams. "It's been great meeting people, learning more about their jobs and trying to find ways I can help us keep moving forward. They're very established in their markets and I'm excited to get to know those communities better."

In his new role, Merrill is tasked with identifying opportunities to expand and diversify the newspapers’ advertising reach across both digital and print platforms. That includes overseeing the growing Amplified Digital division of Lee Enterprises, a full-service marketing agency that Merrill said offers businesses a wide range of services, including digital advertising, social media marketing and YouTube campaigns. The segment now accounts for a significant portion of the company’s advertising revenue.

“Small business is huge in Montana and that’s something that really drew me to the company,” Merrill said. “With a full-service agency we can also appeal to larger businesses. With Amplified, Lee is uniquely positioned moving forward and that’s exciting to be a part of."

Merrill earned degrees in communications and mass media and marketing in his home state of Wyoming before launching a career that has now kept him in Montana for the better part of three decades. He spent most of that time living in Missoula before recently relocating to Bridger.

Before joining Lee, Merrill spent more than 20 years with Spectrum, the large telecommunications company that provides broadband services including television, internet and mobile connectivity.

During his time there, Merrill managed some of the company’s largest accounts across Montana and Wyoming, including Town Pump, Logan Health in the Flathead Valley and Billings Public Schools. All told, Merrill said he handled more than 300 customer profiles across the two states.

He said he believes the management and relationship-building skills he developed during his time in telecommunications will carry over well to his new journalism-focused role.

“I really like meeting businesses and business owners and understanding what’s happening in the marketplace. Whether it’s Main Street or Wall Street for publicly traded companies, and everything in between," Merrill said. "I think I bring a unique perspective to Lee kind of outside looking in because I haven't been doing this for the last 20 years and a fresh set of eyes I think is really going to help."

Merrill already has strong ties to the Missoula community in particular. Past business relationships aside, like when he managed the Spectrum account for the University of Montana, Merrill has been plugged in with the Missoula sports and outdoors scene.

At the local YMCA, he ran youth summer camps and helped with fundraising efforts for the organization’s Annual Giving campaign. He has also worked with organizations such as the Rocky Mountain Elk Foundation, helping advocate for various outdoors initiatives.

Merrill said staying engaged in the community in those capacities helps strengthen the kinds of business partnerships he hopes to build.

“The Missoulian is a cornerstone. It’s been people’s go-to source for local news," Merrill said. The paper has always been engaged with the community, and we’re still here looking for ways to do more of that.”

Looking ahead, Merrill said he aims to continue expanding the company’s advertising and marketing reach across both print and digital platforms. That includes navigating broader changes in the journalism industry, such as shifting print readership and the steady rise of online subscribers.

“I truly believe there will always be a place for a traditional newspaper,” Merrill said. “There are people who love their print paper. But there are also a lot of people — especially younger generations — who live online, so that's where we need to be.”

Merrill replaced Dave Worstell, who worked for Lee Enterprises for nearly three decades and was based out of the Billings Gazette.

"After 27 years with Lee Enterprises, I’m grateful for every opportunity, challenge, and friendship these decades have brought," Worstell said at his time of retirement. "The Billings Gazette has been a wonderful place to call home, and I’ve been fortunate to work alongside so many dedicated and talented team members."

Over his three decades, Worstell saw the news industry transition largely from print to digital and has navigated the rapid growth of social media and its impact on news. Worstell found particular success in selling political advertising.

Merrill said the short time he was able to spend with Worstell before his official retirement was time well spent.

“Dave was a great mentor for the short time I was able to spend with him coming in last December. He had seen the changes in traditional Marketing Advertising, while helping transition Lee in Montana across the “digital” divide," Merrill said.