For over 200 years, The Post and Courier has been a pillar of trusted journalism in South Carolina, delivering award-winning coverage that keeps communities informed and engaged. But in today’s media world, running a successful news organization isn’t just about great reporting, it’s about building a sustainable business model that supports it.
Behind the headlines, the advertising department is the engine that helps power quality journalism. And like many publishers, The Post and Courier had reached a crossroads: how to unify their advertising operations across multiple, disconnected systems. Their answer? Choosing Lineup as their advertising system of record.
We had a great conversation with PJ Browning, President and Publisher, Chase Heatherly, Chief Revenue Officer, and Sam Monk, Director of Information Systems — each bringing a different perspective to the table
Before Lineup: A Puzzle of Too Many Pieces
Walk into the advertising department at The Post and Courier a year ago, and you’d find a team juggling multiple platforms. CRM here, trafficking there, print fulfillment somewhere else. . Each system worked on its own, but the real challenge was that none of them worked together in a centralized way.
“We were spread across multiple systems that just didn’t talk to each other,” recalls Chase Heatherly, Chief Revenue Officer. “That meant double work, wasted time, and a lot of manual effort just to keep things moving. Our people were working hard, but the systems weren’t working hard for them.”
The challenge wasn’t just internal. Advertisers increasingly expect speed, accuracy, and seamless campaign execution. But with so much data and workflow scattered, it became harder to deliver that kind of smooth experience.
PJ Browning, President and Publisher, put it plainly:
“We’ve invested in our journalism, our people, and our community. But our advertising systems weren’t keeping pace. We knew it was time to change.”
Why Lineup: One Platform, Built for Media
The search for a solution wasn’t about grabbing the flashiest new tool. It was about finding a partner who understood the nuances and complexities of media sales.
“We needed something that could carry us all the way, from CRM to digital and print fulfillment, to trafficking and beyond,” Heatherly explains. “There are very few systems that can actually do that, and Lineup was one of them.”
Reputation was also important. Colleagues at other media firms had nothing but positive things to say about Lineup.The team sensed that this was the platform that could bring everything together, and those positive reviews confirmed that.
The reasons stacked up quickly:
- One system, start to finish. No more silos.
- Time back in the day. Less manual work, fewer repetitive tasks.
- Accuracy at scale. A single source of truth across sales and operations.
- Future-proofing. A platform designed to evolve with the industry.
As Heatherly put it:“This isn’t just about fixing today’s pain points. It’s about building a foundation for tomorrow.”
After Lineup: More Time, More Clarity, More Growth
The full implementation is planned in the coming months, with both teams committed to a collaborative, high-impact partnership. Amanda Montgomery, NA Commercial Director at Lineup, shared her enthusiasm about this new partnership: “I am excited to have The Post and Courier join the Lineup family. They are a very forward-thinking organization that has successfully navigated the changes within the industry. I look forward to seeing how Adpoint supports their future goals and working with such a dedicated, focused team.”
“It’s going to streamline our operation, save us time, and make us more efficient and accurate,” Heatherly says. “We’re excited. This is a good move for us.”
Sales reps can spend more time with advertisers. Data flows cleanly, giving leadership a clear view of performance. Campaigns get out the door faster and with fewer chances for errors along the way.
Sam Monk, added:
“The way advertising works is evolving so quickly. We wanted to make sure we weren’t just catching up, we wanted to be ready for what’s next. Lineup gives us that confidence.”
Looking Forward
For The Post and Courier, Lineup isn’t the end of the story, it’s the beginning of a new chapter. A chapter where their advertising teams are equipped with tools as strong as their newsroom, and where growth is fueled by clarity, not complexity.
Browning summed it up best:
“Our newsroom has always been our strength. Now, our advertising team has the platform they need to match it. That combination sets us up for a strong future.”
At Lineup, we’re proud to be part of this journey. Great journalism deserves great support, and with The Post and Courier, we know the future looks bright.
