It takes the right blend of experience and knowledge to survive in today’s digital world.

To accomplish that, the Times News has decided to elevate from within its ranks.

Jen Benninger has been promoted as the new advertising director at the Times News.

Benninger, who began her new duties last week, will oversee print and online advertising initiatives at the Times News.

She replaces regional advertising director Kevin Hardy, who left after four years to pursue other career opportunities.

Benninger said she is “grateful for the opportunity,” and believes she brings “years of experience in sales, working with businesses firsthand.”

A sales representative with the Times News since 1999, Benninger most recently worked with businesses in the Panther Valley, Tamaqua, Hazleton and Pottsville area.

“My job was to maintain a customer base and grow it,” she said. “I would meet with advertisers, find their needs, and make recommendations of how they should spend their advertising budget.”

Benninger discussed a new concept where stores and gas stations will have newspaper racks with the Times News as well as other publications.

“It will have a digital screen on the top that will have various businesses being promoted,” she said. “It’s just another way we can help our advertisers get their message to their potential customers.”

Prindeo, Benninger said, is one of the newer formats the Times News has been utilizing to give readers bonus content and directs them to photo galleries, videos and websites.

“We’re going to work on continuing to educate advertisers, because I feel this is where it’s going,” she said. “Our readers will learn to read the paper with their cellphones to access bonus content.”

Benninger is a graduate of Lehighton Area High School and Cedar Crest College.

She and her husband, Bill, have three children, Sarah, 8, and twins Alex and Avery, both 3.

“I’m as local as you can get, I grew up in Lehighton, went to school in Lehighton and am still in Lehighton,” she said. “I think it’s important because I have a better understanding of the area, the businesses and the people.”

Benninger said the Times News will continue to strive to meet the needs of its customers.

“We’re not just a physical newspaper,” she said. “We are the source for local news and information, whether you read our print copy or online.”