Print and out-of-home media are some of the most powerful and trusted channels in the world. But for too long, they’ve been burdened by manual processes, friction, and inefficiency.
Beth Mach, co-founder and Chief Operating Officer of Spacely, has spent more than 25 years in global marketing and media, leading teams, transforming agencies, platforms, and startups. Her focus is on challenging the status quo by using technology to unlock value in traditionally offline media and building businesses that are both scalable and human-centered.
“The opportunity isn’t to replace these channels, it’s to modernize them,” says Mach.
Modernizing Offline Media Without Replacing It
Print and out-of-home media remain powerful and trusted channels. The problem is how they operate.
“When we apply the right technology, we preserve their impact while making them faster, more accessible, and more measurable for both buyers and sellers,” Mach explains.
Most offline media operate through manual processes. Buyers contact sellers individually to request proposals. Pricing negotiations happen through email chains and phone calls. Contracts require physical signatures. Campaign tracking depends on manual reporting. Each transaction involves multiple touchpoints, creating friction and delays.
This burdened inefficiency doesn’t mean the channels lack value. Print and out-of-home still deliver measurable impact. The channels aren’t the problem. The processes are.
Modernizing applies technology that preserves impact while eliminating friction. At Spacely, automating workflows and creating a centralized marketplace reduces transaction time, increases accessibility by letting buyers compare options instantly, and improves measurability through standardized reporting.
This makes offline media faster and more accessible without replacing what makes these channels effective.
Using Technology to Support People, Not Replace Them
At Spacely, technology simplifies media rather than complicates it.
“We are past the phase where digital equals innovation,” Mach explains. “It is having discipline in how decisions are made, how value is measured, and how trust is earned, which actually creates differentiation. By automating workflows and creating a centralized marketplace, we reduce friction, increase transaction speed, and free teams to focus on high-value strategic work.”
Most technology platforms add complexity. They require new skills to operate. They introduce processes that didn’t exist before. They automate tasks but create new work managing the automation.
This treats technology as a replacement rather than an enabler. People spend time adapting to systems instead of systems adapting to how people work.
Technology as an enabler works differently.
Automating workflows eliminates manual data entry and approval routing that consumes time without adding value. Centralized marketplace makes information accessible without requiring people to learn complex interfaces. Standardized reporting provides insights without teams needing to build custom analytics.
The real innovation happens when technology supports people rather than the other way around. Teams freed from low-value tasks focus on high-value strategic work like creative development, campaign optimization, and client relationships.
Building With Inclusive, Empathetic Leadership
Transformation isn’t just about platforms, it’s about culture.
“I’m deeply committed to building inclusive, empathetic teams where diverse voices are heard and empowered,” Mach explains. “Sustainable growth comes from aligning people, process, and purpose. That’s how you build companies and industries that last.”
Most transformation focuses on technology implementation. New platforms get deployed, workflows get redesigned, and metrics get tracked. Culture changes happen as an afterthought if they happen at all.
This creates organizations with modern tools operating through outdated cultures. Technology advances while decision-making, leadership, and collaboration patterns remain unchanged.
Building with inclusive, empathetic leadership changes this. Diverse voices bring perspectives revealing assumptions built into existing processes.
Empowered teams identify better approaches because they understand work firsthand. Aligning people, process, and purpose creates sustainable growth rather than temporary efficiency gains.
Shaping the Future of Media
“The intersection of technology and media is one of the most exciting places to be right now,” Mach concludes. “When we modernize legacy systems, honor creativity, and lead with intention, we unlock enormous opportunities. Question how things have always been done. Embrace smarter tools. Build with both ambition and empathy. That’s how we shape the future of media together.”
Print and out-of-home media remain powerful channels burdened by manual processes. Technology that modernizes without replacing preserves impact while eliminating friction.
Connect with Beth Mach on LinkedIn for insights on redefining the intersection of technology and media.
