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<p>WILKES-BARRE &#8212; A newspaper industry industry veteran with a diverse background including advertising and marketing experience has returned to the Times Leader Media Group as the organization&#8217;s new circulation director.</p><p>Nanticoke native Lorri Palovchak comes to the paper most recently from the Luzerne County Transportation Authority, where she was manager of public relations.</p><p>&#8220;We are extremely lucky to be able to add a person of Lorri&#8217;s caliber to our team,&#8221; Times Leader Media Group Publisher Mike Murray said.</p><p>&#8220;In addition to her general newspaper circulation knowledge, her service and communication expertise will aid us in providing an even better customer experience for our readership,&#8221; Murray added. &#8220;We look forward to her joining us.&#8221;</p><p>Palovchak, who previously worked at the Times Leader as single copy marketing manager in 2003-04, is enthusiastic about her return to the publication.</p><p>&#8220;I think the Times Leader is an incredible product. We need to make sure we can deliver that incredible product to the customers,&#8221; she said. &#8220;We need to have top-notch customer service and get them the paper when they need it, because we know people depend on it.&#8221;</p><p>Palovchak is a 1982 Greater Nanticoke Area graduate who spent two decades moving around the country and overseas with her late husband, Frank Vandermark, who served in the U.S. Air Force.</p><p>She began her newspaper career while the couple were living in Biloxi, Miss.</p><p>&#8220;I was a military wife and we were looking to make some money, so my husband and I became adult carriers,&#8221; Palovchak recalled.</p><p>It was at the time when the Knight-Ridder chain, which owned the Biloxi paper (and formerly owned the Times Leader) was switching from youths to adults as newspaper carriers, she explained.</p><p>&#8220;My husband was in computers, so we literally started computer billing before anyone else did and we turned our route into a business,&#8221; Palovchak said. &#8220;We got so good at it they started giving us routes that went down. We would fix it up and build it up and give it back to them.&#8221;</p><p>That led to a promotion.</p><p>&#8220;I was the first carrier ever hired as a district manager,&#8221; Palovchak said. &#8220;I worked in home delivery and I really enjoyed it. I had a lot of success, and I liked building routes and building carriers.&#8221;</p><p>Palovchak also participated in what that paper&#8217;s editor called &#8220;total newspaper training,&#8221; a program that allowed leaders in each department to learn how every other department operated. It would lead a path to a new career in the next town.</p><p>&#8220;I really enjoyed my time in advertising. So when we left Biloxi and went to Colorado Springs, I tried my hand at advertising,&#8221; she said. For the next five-a-half years she sold advertising to the military market for a military newspaper there.</p><p>Next was Belleville, Ill., and another Knight-Ridder paper where Palovchak worked as a single copy manager.</p><p>From there the family moved to Germany, &#8220;where there weren&#8217;t a lot of newspaper openings,&#8221; she said, but Palovchak did operate a gas station on a NATO base.</p><p>Stateside once again, it was back to the couple&#8217;s native Northeastern Pennsylvania, and a year at the Times Leader.</p><p>Palovchak worked for a family business for a time, and then at West Side Career &amp; Technology Center as their career resource recruiter.</p><p>She later became a certified trainer for the Commonwealth of Pennsylvania, working in emergency management for such events as flood recovery and the 2015 Papal visit. In that year she joined LCTA, initially as a marketing coordinator.</p><p>But it also was a year marked by deep personal loss.</p><p>&#8220;My late husband was one of the 22 veterans a day who take their lives,&#8221; Palovchak said.</p><p>She is active in the veterans community, and works on suicide awareness with veterans groups.</p><p>&#8220;It&#8217;s very dear to my heart,&#8221; Palovchak said.</p><p>Last year she married David Palovchak, and the couple live in Swoyersville.</p><p>&#8220;We are fully committed to NEPA,&#8221; said the mother of two and grandmother of three. &#8220;This is home.&#8221;</p><p>For that reason, Palovchak is focused on how to meet the needs of existing and future customers of the hometown newspaper.</p><p>&#8220;I&#8217;m pretty technical. I get news on social media, I get news on the Internet, but I also need to have a newspaper in my hands,&#8221; Palovchak said.</p><p>&#8220;My vision is to make sure that we continue to get the product in front of current subscribers but also new subscribers, make sure Millennials know what it&#8217;s like to have a newspaper in their hands and also promote the community service that we provide,&#8221; she added.</p><p>&#8220;We need to make sure that our customers know that we care.&#8221;</p><style>
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<div class="neFile"><img class="neImage" src="https://www.timesleader.com/wp-content/uploads/2019/11/web1_TTL111319LoriVandermark1-2.jpg">
<div class="neCaption">Nanticoke native Lorri Palovchak is the Times Leader&#8217;s new circulation director. </div></div><div class="metaInfo"><photo0>https://www.timesleader.com/wp-content/uploads/2019/11/web1_TTL111319LoriVandermark1-2.jpg</photo0><caption0>Nanticoke native Lorri Palovchak is the Times Leader&#8217;s new circulation director. </caption0><photoCredit0>Aimee Dilger | Times Leader </photoCredit0></div></div>
<div class="metaInfo"><subheadMeta>Nanticoke native Palovchak has extensive newspaper, marketing experience</subheadMeta></div><div class="metaInfo"><bylineMeta><p>By Roger DuPuis</p><p>rdupuis@www.timesleader.com</p></bylineMeta></div>

Nanticoke native Palovchak named Times Leader circulation director