Signal, VIA launch joint marketing program


The Signal and the Valley Industry Association have launched a new program to bring wider local exposure to companies that join the trade group.

New VIA members will receive $500 in free advertising in the Signal or the Santa Clarita Valley Business Journal. The ads will also be posted on the Business Journal’s website,

“This new program is a win-win for local businesses, for VIA, and for The Signal and its readers,” said Gary Sproule, The Signal’s chief operating officer and chief financial officer, and a member of the VIA board.

In cases when the new VIA member is already an advertiser with The Signal and/or the Business Journal, the $500 credit will be applied to additional advertising over and above the advertiser’s estimated annual level of advertising expenditures with the two publications, not to existing contracts.

Current VIA members who choose to accelerate their membership payments by 60 days also stand to benefit.

They will receive $1,000 in free advertising in The Signal or Business Journal, which will also be posted on the Business Journal website. Credit must be used within 90 days of the membership renewal date. The credit is for new advertising, and cannot be applied to current contracts.

VIA CEO Kathy Norris

“VIA has been lucky enough to enjoy an amazing partnership with The Signal for many years,” said Kathy Norris, the organization’s president and CEO. “We now are building on that partnership by offering opportunities for VIA members to grow their businesses through advertising. Now’s the time for companies that aren’t VIA members to join us and get free advertising from The Signal.”

The VIA member can choose which publication to advertise in, and The Signal will determine when the ads will run.

The new joint marketing program was launched Oct. 1 and runs through next September.

The Santa Clarita Valley Signal has been the leading source of news and information in the SCV since its founding in 1919. The Santa Clarita Valley Business Journal has been a monthly source for business news since 2008.


Established in 1981 to connect and build industry in the Santa Clarita Valley, the Valley Industry Association of Santa Clarita has been representing business interests throughout the Santa Clarita Valley for 36 years.

VIA provides its members, a blend of industrial, commercial and service companies, the opportunity to collaborate on a broad range of business issues. In addition to being a legislative advocate, VIA serves as a one-stop shop for relevant business information, supports local educational initiatives, and provides networking opportunities.

VIA members deepen their connections with the SCV business community through business resources such as:

  • Collaboration with CEOs and business owners to address common business/community issues and develop solutions
  • Numerous networking opportunities with potential customers and vendors including our monthly VIA in Action Breakfast, luncheons and quarterly open houses.
  • Employee training in conjunction with College of the Canyon’s Employee Training Institute.
  • Access to key business information such as newsletters and email blasts on crucial business information.
  • A voice in city and state government on regulatory issues such as transportation, business taxes, water allocation and workman’s compensation.
  • Alliances with business partners and community groups.


VIA held one of its signature events, the annual VIA Bash, on Friday, Oct. 27, at the Hyatt Regency. Guests stepped back in time to the era of the Hollywood Canteen “where the greatest generation danced with the most beautiful girls in the world.” Entertainment was provided by The Summit, a pop, jazz, and swing quartet.

Proceeds from the event benefit the VIA Education Foundation, Connecting to Success program.

Connecting To Success is a workforce preparation program in a business conference format. Over 100 volunteer mentors from the business community lead students through role-playing, case studies, group discussions, and individual assessments to build workplace professionalism, and the ability to influence others as responsible adults.

Connecting to Success was developed in the Santa Clarita Valley through a partnership between VIA and Junior Achievement of Southern California. Since 2009, VIA and its foundation have been producing, planning, and funding the project in its entirety. Beginning with a few hundred students from Valencia High School, Connecting to Success has grown into a program that is replicated in communities across the nation.

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