The Raincross Gazette has named Laniea Dominguez as its advertising director, bringing one of the Inland Empire's most experienced media sales professionals into the role.
"I first sat down with Laniea three years ago — picking her brain over lunch at Backstreet about what local businesses need from an advertising partner. Three years later, I finally got her on this team," said Justin Pardee, founder and publisher of the Raincross Gazette.
Dominguez brings more than 20 years of Inland Empire media sales experience to the role. Over her career, she has worked with cities, hospitals, schools, casinos, automotive dealers, and economic development agencies. She has managed advertising revenue portfolios ranging from $40,000 to more than $300,000.
"The thing that's changed the most is that there are simply too many choices," Dominguez said. "Many of my past advertisers have found this overwhelming." Her response, she said, has been to listen more carefully and research more deeply before pitching. She credits a Theodore Roosevelt maxim as a guiding principle: "People don't care how much you know until they know how much you care."
She also sees opportunity for local businesses that may never have considered advertising with a news publication. "Your advertisement appears alongside the stories readers rely on, which elevates your brand's credibility," she said. "Even more importantly, your message reaches a local, engaged audience that is invested in their community."
What sets Dominguez apart is a parallel career in comedy fundraising.
In 2011, she founded Comedy for Causes, a fundraising initiative that has raised more than $500,000 for Southern California nonprofits. Dominguez said the idea came to her during a Sunday church service, when her pastor said the congregation might need to let staff go due to declining tithes.
"At the time, I had been performing stand-up for about a year, but I wasn't sure what I was supposed to do with it," Dominguez recalled. She proposed a comedy night fundraiser — and on the night of the show, supporters lined up around the building. "In that moment, I knew this was exactly what God was calling me to do."
Comedy for Causes has since staged events benefiting law enforcement, animal shelters, at-risk youth, sober living homes, and individuals battling cancer. There have been difficult moments — she has performed for people who later died — but her sister's words kept her going: "If you don't do this, who will?"
"When I share what I'm doing with Comedy for Causes, they immediately want to know how they can be part of it," she said. "Many have sponsored shows, attended events, or at the very least purchased a T-shirt to show their support."
Dominguez lives at the base of Mt. Rubidoux — she's lost count of her summit hikes — with her perfect Saturday running from breakfast at Simple Simon's to dinner at Dapper's Lounge.
"Because I live here, in Riverside, I care about what happens here. I shop here. I eat here. I support local businesses here. The success of our business community directly impacts the quality and strength of the place we all call home," she said.
The Gazette has grown to more than 14,000 Riverside subscribers seven days a week in just five years. "If you want to reach Riverside, Laniea is your person — and now she's got the full weight of this newsroom behind her," Pardee said.
Businesses interested in advertising with the Raincross Gazette can schedule a meeting with Laniea Dominguez at raincrossgazette.com/advertise.
