About Coats2Coats

We blend deep journalism experience, revenue-building expertise, executive vision and grassroots leadership. We have a passion for helping organizations navigate through disruptive change and transformation – from vision to implementation.

Each member of our team brings unique strengths to the party, including product development, organizational alignment, personnel training and expense control. Our greatest asset is our ability to listen, synthesize disparate views, analyze relevant data and return a cohesive strategy for success.

And if it’s not in our wheelhouse, we’ll tell you quickly. So that’s a plus.

Meet The Team


Rusty Coats - Founder and President

Rusty Coats

Has been building digital media products and driving new revenue and audience for 20 years, leading strategy thinking at McClatchy, Media General, E.W. Scripps. Among his other clients, Rusty is Executive Director of the Newspaper Consortium/Yahoo! Partnership, which drives tens of millions of digital dollars for hundreds of newspapers across the nation.
Read Rusty’s Latest Blog Posts | Bio | Rusty on Facebook | Twitter | LinkedIn


Janet Coats - Chief Executive Officer

Janet Coats

Has been a journalist and newsroom change leader for 25 years, directing newsrooms in metro markets and consulting with community papers around the United States. She has focused on creating cultures emphasizing journalism as a dialogue and has explored business models based on community engagement.
Read Janet’s Latest Blog Posts | Bio | Janet on Facebook | Twitter | LinkedIn


Eleanor Cippel

Eleanor Cippel

Has extensive local media experience (digital, print, cable) Eleanor is skilled at both high level strategy and street level execution in all revenue segments, sales, marketing, training and business development. As Senior Vice President of Advertising and Marketing for The Denver Post and Regional Vice President for Digital First Media, Eleanor was responsible for leading sales initiatives and driving new strategic opportunities that grew revenue through a diverse offering of advertising products.Bio


Joe Michaud

Joe Michaud

Has advised media companies and entrepreneurs as a business coach and consultant, focusing on business strategy, revenue models and organizational development. Joe began his journalism career on the content side of newspapers and magazines before moving to the business side of online media in 1995, when he helped launch MaineToday.com. Joe serves as a volunteer mentor in the Maine Center for Entrepreneurial Development. Bio


Nicole Hudson

Nicole Hudson

Has spent her career applying digital media to products in industries ranging from Broadway to finance to journalism. Nicole has managed the online brands for shows like Les Misérables and The Phantom of the Opera, and tackled online tools and branding for companies like the New Yorker and Goldman Sachs. On the ad agency side, she oversaw national digital campaigns and one-to-one marketing products for AT&T. She has spent years on the business side of the non-profit St. Louis Beacon.Bio


Joy Mayer

Joy Mayer

Is an associate professor at the Missouri School of Journalism, where she teaches classes in participatory journalism, multimedia design and print design. Her work focuses on community engagement in journalism, and how news and information can be more of a conversation and less of a lecture. Joy is also a faculty editor at the Columbia Missourian, where she is the director of community outreach. Bio


Loren Omoto

Loren Omoto

Has worked with broadcast, print and digital media clients to develop editorial strategies, staffing plans and organizational approaches. Social media and digital analytics are specialties. He managed broadcast and online newsrooms and worked as a multimedia storyteller in Michigan, Minnesota and Florida. Bio


Daniela Velazquez

Daniela Velazquez

Honed her multimedia storytelling skills covering news in the often headline-making state of Florida. She’s taken her communication skills to companies both big and small, with experience working in corporate communications and marketing at both a Fortune 500 company and local startup. Bio