Strategic Revenue Summit
March 3-5
Hyatt Regency Grand Cypress, Orlando, Fla.
Sponsored by SNPA and the Suburban Newspapers of America
register

News Industry Summit (Annual Convention)
Oct. 17-19
Barton Creek Resort
Austin, Texas


SNPA Annual Sponsor
 

 

 
in this issue
November 19, 2009
 
SNPA News
SNPA People
Industry News
Associate News
Idea Exchange: Gastonia Sees 'Biggest Home-Buying Weekend Ever'
Reader's Corner
Design Tips: Make Your Publisher Squirm
 
reader's corner

Rebuilding Your Organization for Tomorrow
SNPA and SNA Partner for 2010 Strategic Revenue Summit

Plan now to attend the most exciting event scheduled for the newspaper industry in 2010 – a Strategic Revenue Summit brought to you by two of the industry's premier associations, SNPA and Suburban Newspapers of America.

Publishers and top level executives are encouraged to bring senior staff, including advertising directors, interactive managers and anyone who is charged with generating revenue.

“Combining the SNPA Key Executives Conference and the SNA Spring Publishers' Conference into a single program that taps the strengths of both associations is a winning proposition on many levels," said Edward VanHorn, executive director of SNPA. "This joint effort will result in an exceptional conference program and an enhanced networking opportunity that will save SNPA and SNA members both time and money.”

"We are very excited to partner with SNPA on this joint event," said Nancy Lane, president, SNA. "For years, conferences that focused on publishers or key executives served a great purpose. Going forward, we must reinvent the conference experience and provide more ROI than ever before; the creation of a strategic revenue summit does just that."

The price to attend the summit is only $395. Both associations worked hard to keep costs down to make it as affordable as possible. The hotel price is also very attractive at $159 per night. This is a great bargain rate for the highly regarded Hyatt Regency Grand Cypress in Orlando, Fla.

An all-star committee that includes executives at the highest level at companies large and small are working on the exact summit programming. Topics will include:

  • Improving the effectiveness of today's sales teams.
  • Attacking direct mail and yellow pages.
  • Reaching new online revenue benchmarks.
  • Strategies to grow classified and regain market share where applicable.
  • Mobile opportunities.
  • New revenue business models.
  • And more.

The forum will be very interactive and will focus on best practices, case studies and emerging trends to watch. 

The online registration is being coordinated by SNA, which represents nearly 2,000 daily and weekly community newspapers across the United States and Canada.  To register online, click here.

To download a printed registration form, click here.

For questions, please contact Edward VanHorn at SNPA (edward@snpa.org) or Nancy Lane at SNA (nancylanesna@aol.com).


 
 

View Clips, Hear Interviews from News Industry Summit
Members of the Southern Newspaper Publishers Association gathered Oct. 18-20 in Naples, Fla., to talk about capitalizing on newspapers’ dominant position in the marketplace and ways they can seize the many opportunities that are available to them through technology and innovation.

As SNPA President Donna Barrett told attendees at the Monday morning general session, “We are not here to wring our hands about the recession or to talk about the demise of newspapers. To the contrary, we are here to discuss the tremendous strengths of newspapers, to separate – as Earl Wilkinson says – facts from fiction, and to examine how this industry can best position itself for the economic recovery that many of us already are beginning to see.”

Listen in on a few minutes of conversation – from various conference sessions, plus media interviews – courtesy of SNPA and RTT News.


 
Marty Petty

Marty Petty, who previously was publisher of the St. Petersburg (Fla.) Times, has been named chief executive officer of the Creative Loafing chain of alt-weeklies. She will oversee Creative Loafing editions in Tampa, Sarasota, Charlotte and Atlanta, as well as the Chicago Reader and the Washington City Paper. Petty also joins the company's board of directors.


John Solomon, executive editor of The Washington Times, resigned last week from the company. He had held the post since Jan. 15, 2008. "We will conduct business as usual under the able leadership of Jeff Birnbaum, managing editor-digital, and David Jones, managing editor-print," said Jonathan Slevin, acting president and publisher of The Times. He added, "While John Solomon was our executive editor, The Times moved from a print newspaper with a Web site to a multimedia enterprise, following the business strategy developed just prior to his hiring. I salute our newsroom during a difficult week."


Anthony Moor is stepping down from his position as top Web editor at The Dallas (Texas) Morning News to become lead local editor at Yahoo's Sunnyvale, Calif., location, effective Nov. 30.


Cox Enterprises, Inc. has promoted Judy Henke to vice president, human resources development. She previously served as assistant vice president, human resources development. In her new role, she will be responsible for leading and managing executive leadership development, organizational development, coaching and management development, as well as training initiatives for all Cox subsidiaries. She also is accountable for enterprise-wide diversity and mentoring initiatives and executive succession planning.


Lee Stinnett, retired executive director of the American Society of Newspaper Editors and a former associate director of the SNPA Foundation, died Nov. 7 after a lengthy battle with Parkinson's disease.  He was 70.  Stinnett began his career in journalism at The Times-Picayune in New Orleans, and eventually served 18 years at the helm of ASNE in the Virginia suburbs of Washington, D.C.  He retired in 1999 and with his partner, moved to Asheville.  He was very active in music education and local symphony affairs in Asheville and with gay-lesbian organizations. Memorials in his name may be sent to the Asheville Symphony Guild Music Education Program, P.O. Box 2852, Asheville, NC 28802.


 
snpa people

SNPA Members Offered Discounts on Real Estate Column
David Lereah, who has written extensively about real estate markets over the past two decades, is offering discounted rates on his column to members of SNPA. All daily and non-daily papers who are members of SNPA can benefit from this discounted offer – just one more way your SNPA membership is working for you.

His weekly column, called “All about Real Estate,” is designed to appeal to homeowners and potential homeowners. As the housing markets rebound, Lereah believes there will be an increasing interest in homes and real estate over the next several years. And, he believes that many SNPA member newspapers could interest a local mortgage company, real estate brokerage company or a real estate-related company – like Home Depot – to advertise on the column’s page.

Lereah, who has applied for membership in SNPA, is offering discounts to SNPA newspapers that more than pay for most annual membership dues:

  • Newspapers with circulations under 100,000:
    • $30, minus a $10 member discount = $20 per column
  • Newspapers with circulations over 100,000:
    • $40, minus a $10 member discount = $30 per column

The general theme of his column is to provide timely information and advice about real estate, helping homeowners and future homeowners with their housing needs and decision-making. Among the topics he has covered:

  • Taking Advantage of the Homebuyer Tax Credit
  • To Buy or Not to Buy Foreclosures
  • Finding Your Next Home Online
  • How to Qualify for Your Next Mortgage
  • Beware of Online Home Valuations
  • Ways to Increase Your Home’s Value
  • Building Wealth in Real Estate
  • Your Home and Your Retirement
  • The New Baby Boomer Housing Wave
  • The Pitfalls of a Reverse Mortgage
  • Should You Refinance Now or Later?
  • How Much can Your Home Appreciate over the Next 10 Years?

To read a sample column, click here. This column may not be published in your newspaper, however, without acquiring rights to it from Lereah.

Lereah is president of Reecon Advisors, owner and publisher of one of the real estate industry’s leading information Web sites, Real Estate Economy Watch. He is the former chief economist for both the National Association of Realtors and the Mortgage Bankers Association. He also appears regularly in the media, including CNBC and Fox Business News. Almost 2 million real estate agents and lenders across the nation have read his columns over the years.

To contact Lereah, call (703) 503-4549 or e-mail him at dlereah@reeconadvisors.com.


Scarborough Writes Refreshing Headline for Newspaper Industry
Three-quarters (74 percent) of
U.S. adults, or nearly 171 million people, read a newspaper – in print or online – during the past week. This is according to the latest Integrated Newspaper Audience finding from Scarborough Research, the audience ratings measurement service for the newspaper industry. The company examined newspaper readership in its recently released Scarborough USA+ Study, which captures media patterns and other consumer behaviors of adults across the country. The data analysis indicates that newspapers are still read in print or online by a critical mass of adults in the U.S. on a daily and weekly basis.

“While our data does show that print newspaper readership is slowly declining, it also illustrates that reports about the pending death of the newspaper industry are not supported by audience data,” said Gary Meo, Scarborough Research’s senior vice president of print and digital media services. “Given the fragmentation of media choices, printed newspapers are holding onto their audiences relatively well and this is refreshing news.”

The analysis of Scarborough audience data not only indicated that newspapers are being read by a majority of adults in print and online, but also that these Integrated Newspaper Audiences continue to attract educated, affluent readers. In an average week:

  • 79% of adults employed in white collar positions read a newspaper in print or online.
  • 82% of adults with household incomes of $100,000 or more read a newspaper in print or online.
  • 84% of adults who are college graduates or who have advanced degrees read a newspaper in print or online.

“Printed newspapers have been trusted sources of news and information for decades, and many newspapers have continued that tradition by successfully extending their brands into the digital space,” said Meo. “In doing so, they are attracting an audience that has even stronger socioeconomic status – equally upscale with their print brethren, but younger.”

“The Scarborough news is noteworthy in the wake of the recent FAS‐FAX report from the Audit Bureau of Circulations (ABC), which reported significant declines in weekday and Sunday printed newspaper circulation,” said Meo. “While Scarborough shows declines in printed newspaper readership, these have not been as severe as those reported in circulation. This is because circulation and audience do not always march in lockstep as they are two different measurements.“

Circulation, which is audited and reported by the ABC, refers to the number of printed newspaper copies sold. Audience, which is measured by Scarborough and accredited by the Media Rating Council (MRC), refers to the percentage or number of adults who actually read the newspaper.


AP Lays Off Employees to Hit Cost-Cutting Goal
The Associated Press laid off an undisclosed number of news employees Tuesday as part of the cooperative's year-long plan to cut worldwide payroll expenses by 10 percent.

AP spokesman Paul Colford refused to specify how many jobs were eliminated Tuesday or in previous months from the news staff and other departments throughout the company. He said the not-for-profit organization intended to realize the targeted payroll savings by the end of the year. The AP still is looking to hire people in some positions, however.

Leaders of the News Media Guild, which represents about 1,300 AP employees in the United States, said 38 Guild-covered reporters, editors and photographers had been fired as of Tuesday night. The Guild did not have a count for how many managers and workers outside the U.S. lost their jobs.

In addition to the newsroom layoffs happening Tuesday, an undisclosed number of union-represented technicians were cut earlier.

The cost-cutting goal was set 13 months ago as the AP prepared to lower its fees for newspapers and broadcasters that have been hit by the recession and the shift of advertising to the Internet. The AP's revenue is expected to fall about 6 percent this year to roughly $700 million.

Hoping to minimize layoffs, the AP imposed a hiring freeze late last year and offered early retirement packages to longtime employees over the summer. About 100 opted for those packages.

The AP, which is headquartered in New York, employed about 4,000 people entering this year, a number that implied about 400 jobs would be eliminated. However, the AP has said it would cut jobs held by people with a mix of wages so the cuts wouldn't necessarily translate into a 10 percent reduction in total jobs. The AP's salaries and other labor-related expenses totaled nearly $419 million last year, up 2 percent from 2007.

Layoffs are a rarity for the 163-year-old AP. It hasn't faced the same degree of financial pressure as other media, which rely on advertising for most of their revenue. Veteran AP employees said they couldn't remember anything similar happening involving news employees in the past few decades.

It comes after more than a decade of growth, propelled in part by new opportunities that the AP plumbed on the Internet. The AP's revenue totaled $748 million last year, roughly three times the annual revenue it had before its Internet expansion began in the late 1990s.

Even so, the AP still gets about 42 percent of its revenue from U.S. newspapers and U.S. broadcasters, and their struggles finally squeezed the cooperative. After lowering its fees for U.S. newspapers by $30 million this year, the AP will reduce fees by a total of $45 million for newspapers and broadcasters next year.

To make up for the shortfall, the AP is renegotiating deals with Google Inc., Yahoo Inc., Microsoft Corp. and other providers of news on the Internet. The AP also is trying to crack down on unlicensed use of its content and developing new revenue models that will include more advertising.


Gannett Papers, The Smile Train Distribute DVD Movie to Households
Last Sunday, Gannett partnered with The Smile Train, the world's largest cleft charity, to distribute free DVD copies of Smile Train's, Oscar-winning documentary, "Smile Pinki," to one million subscribers of Gannett-owned newspapers.

The DVDs were distributed in four-color newspaper polybags that featured advertising encouraging people to watch the movie. The campaign got its start in September with full-page and quarter-page ads highlighting the non-profit's efforts in local Gannett newspapers, USA TODAY and USA WEEKEND.

The Academy Award-winning film, called "Smile Pinki," won the Oscar in February for Best Short Documentary and follows Pinki, a young girl in rural India whose life is transformed when she receives free surgery to correct her cleft lip. The Smile Train's mission is to help very poor children in developing countries who are suffering with unrepaired clefts.

This is the second Gannett cross-divisional marketing solution initiative created to help clients better reach mass audiences through one-stop creative campaigns. In October, Gannett launched a major company-wide awareness campaign for the National Breast Cancer Foundation.


Belo Settles Securities Action on Favorable Terms
Belo Corp. and A. H. Belo Corporation have announced that the litigation filed against Belo Corp. and certain individuals in 2004 related to circulation matters at The Dallas Morning News has been settled on terms that Belo Corp. and A. H. Belo Corporation consider favorable, without payment of any settlement amount that is material to either company or its affiliates.

The settlement follows an August 2009 decision by the U. S. Court of Appeals for the Fifth Circuit affirming a U. S. District Court's denial of class certification sought by the plaintiffs.


The Tampa Tribune Announces Exclusive Distribution Deal with Dow Jones & Company
The Tampa (Fla.) Tribune has announced an exclusive deal with Dow Jones & Company to distribute The Wall Street Journal, Barron’s and the New York Post in the Tampa Bay area. This new association extends the reach of the Journal and the Post as well as content opportunities for both organizations and opens new avenues for revenue and audience growth.

“This is a groundbreaking agreement for The Tampa Tribune,” said John Schueler, president of Media General’s Florida Communications Group.


 

ABC Board Finalizes New Community Newspaper Service, Elects Officers and Directors
The board of the Audit Bureau of Circulations gave final approval to a new ABC Community Newspaper Audit (CNA) service that will significantly lower publisher costs and simplify audit requirements. More than 200 newspapers have already registered to participate in the new CNA service, which is available to all U.S. newspapers with daily average paid circulation under 25,000 beginning with the March 2010 reporting period. It is expected to be available in Canada later next year, following industry input to customize the program for the Canadian market.

The CNA service features all-inclusive fees that begin at a flat annual rate of $2,000 per year; streamlined audits that occur every other year and require less publisher preparation and involvement; simplified rules and reporting requirements; and inclusion in ABC’s searchable online database, which is relied upon by hundreds of leading advertisers and ad agencies in the U.S. and Canada.

Merle Davidson, director of media services at J.C. Penney Co. and chairman of the ABC board, said, “For advertisers like J.C. Penney, community newspapers are a vital way to reach our customers in local markets, especially where metropolitan newspapers may no longer be available. We’re very pleased to see so many publishers sign up for this new program. It’s a testament to the value of an ABC audit, even in this difficult advertising environment.”

Other Key ABC Board Actions
The board also noted its support of a strategic U.S. newspaper task force that is continuing to examine how changes in publishing plans, the emergence of print/digital hybrid models, and the growing use of e-readers and mobile platforms may affect future advertising opportunities, and how ABC should measure, audit and report the audience data that emanate from these channels. The group expects to present recommendations for U.S. newspapers to the ABC board in March 2010.

Directors and Officers Elected
At its annual business meeting, ABC members re-elected 17 directors to serve on the board and elected two new directors: Lisa Haynes, regional media manager, advertising, Kohl’s Department Stores, and Lorraine Hughes, president of OMD Canada.

Members also elected the following slate of board officers to serve one-year terms:

  • Chairman – Merle Davidson, director of media services, J.C. Penney Co. Inc.
  • Vice-Chairs – David W. Leckey, executive vice president of consumer marketing at American Media Inc.; Vikki Schwartzman, vice president and corporate media director, L’Oreal USA; Brian Segal, president and CEO of Rogers Publishing; David Walker, CEO of Geomentum.
  • Secretary – Rob Fisher, senior vice president, American City Business Journals.
  • Treasurer – Dennis Skulsky, president and CEO, Canwest Publishing.

The ABC board of directors meeting was held Nov. 12-13 in Rye Brook, New York, following its annual business meeting held on Nov. 11 in New York City. For a complete summary of board actions, visit ABC’s Virtual Pressroom.


 
reader's corner

Cox Media Group Selects DTI Circulation for Enterprise-Wide Install
Digital Technology International has signed a multimillion dollar agreement with Cox Media Group (a division of Cox Enterprises) to install DTI Circulation, its advanced suite of circulation, distribution, marketing and reporting software. This deal covers all Cox Media Group publications: The Atlanta (Ga.) Journal-Constitution, Cox Ohio Publications (Dayton), Palm Beach Newspapers Inc., and the Austin (Texas) American-Statesman.

"Cox Media Group selected DTI for its new circulation management system after a thorough study of the market," said Gregory Morrison, vice president and CIO, Cox Enterprises. "Implementing DTI Circulation at Cox will enable us to implement best practices across our newspaper properties, realize cost-effective consolidation of operations, and facilitate better business strategies from gaining better business intelligence from a single DTI Circulation system."

Representatives from Cox's daily newspapers participated in an evaluation process to select the best solution they could find for improving circulation management. Each of the four newspapers is currently using different circulation systems from four different system suppliers. This consolidation onto a new circulation system is a significant project for both Cox and DTI, and will allow Cox to realize competitive advantages in the markets they serve.

DTI Circulation will cost-effectively improve every aspect of circulation and distribution at the Cox publications – from how subscriptions are processed, managed and renewed – to how products are marketed, billed and delivered.

"We're eager to begin implementing DTI Circulation," said Christopher Caneles, vice president, operations, Palm Beach Newspapers, Inc. "It will give our newspapers significant functional improvements compared to our current applications, will eliminate hard-to-maintain custom code and moves us another step toward eliminating expensive mainframe platforms found in several CMG locations."

"DTI has enjoyed a successful partnership with Cox Enterprises since the early 1990s," said Dan Paulus, vice president, sales, DTI. "This DTI Circulation project extends that strong partnership and provides the most tools for Cox Media Group to collectively cut costs, and increase efficiencies at all of their publications."


SAXOTECH Announces Launch of New Customer-Focused Web Site
SAXOTECH has re-launched its corporate Web site. The new user-friendly Web site, created using SAXOTECH Online, reflects the company’s commitment to providing relevant information to serve the needs of the media industry. The new Web site, www.saxotech.com, was launched as scheduled.

“The primary objective of the new SAXOTECH Web site was to provide a more satisfying online experience for our users,” said John Pukas, vice president of customer relations, SAXOTECH. “We focused on building a site that improves site navigation, eases the information-gathering process and also serves as a destination for our audience to obtain timely information on what is taking place in our industry.”

To keep pace with the challenges of an increasingly networked world, the new site includes video, twitter feeds and built-in search engine optimization; all of which can be delivered right to your computer or hand-held device. SAXOTECH has included new Web site features providing a place for viewers to track a wide selection of industry trends, news and events.

“We are pleased to announce our new site is designed using SAXOTECH Online and is hosted in our own highly-secure scalable cloud environment,” said Marcel Badowski, senior vice president, services, SAXOTECH.


News Briefs

  • The new EasySert from Ferag is up and running at North Wales Newspapers Ltd., UK. The inserting line went into operation at the Deeside facility last summer. The investment marks the owner-managed company’s move into the professional supplement business.

  • K&M Newspaper Services, Inc. recently completed installation of a fully remanufactured SLS-1000 at the Dothan (Ala.) Eagle. K&M also has been awarded a contract to upgrade two gripper conveyor controls at The Florida Times-Union in Jacksonville – installation will be complete before the end of this year.

In addition, the firm is doing web width reduction projects with several SNPA members: Arkansas Democrat-Gazette, Little Rock; Northwest Arkansas Democrat-Gazette, Lowell; The Herald-Mail, Hagerstown, Md.; Chattanooga (Tenn.) Times Free Press; The News & Advance, Lynchburg, Va.; and the Richmond (Va.) Times-Dispatch. And, it is doing a factory remanufacture of existing 2299 inserters at The Tennessean, Nashville.


 
reader's corner

Gastonia Sees 'Biggest Home-Buying Weekend Ever'

Sean Ireland

By Sean Ireland
Special to the eBulletin

Of all the industries that have suffered during the economic downturn, the housing market may have had it the worst.

Residential real estate foreclosures were one of the triggers that set off the recession, bursting the housing bubble that brought down home prices about 10 percent nationwide, and far worse – as much as 40 percent – in many pockets.

If ever an industry has needed a boost, real estate is it.

So early this year, that’s what The Gaston Gazette decided to do – partner with local real estate sales companies to give them a shot in the arm with “The Biggest Home-Buying Weekend Ever.”

The Gazette, a 30,000-circulation newspaper in Gastonia, N.C., owned by Freedom Communications, worked with local Realtors to organize a home-buying event: one weekend with a large number of open houses allowing potential buyers to see several properties in a short period of time, and giving Realtors a big boost in traffic at their available properties. The Gazette published a 28-page guide to the weekend, giving buyers a quick and easy way to find the properties that best matched their needs, and Realtors a way to reach an engaged audience.

Much as the federal government tried to jumpstart car sales with its “Cash for Clunkers” program, The Gazette signaled local buyers that even with a down economy, there were opportunities for them in the market. And to local Realtors, it was a sign that the newspaper wanted to help them through difficult times.

“It sends a message to your real estate advertisers that you are committed to partnering with them to help them sell houses,” said Titus Workman, advertising director for The Gazette. “We took a concept that had been done at a couple of newspapers in Florida and made some changes to reflect the real estate needs in our market.”

After consulting with local Realtors, The Gazette chose an April weekend for the event based on local weather and historical housing sales in the market. “We contacted a few of our top Realtors to confirm the timing was good,” Workman said. “We then sent letters out to all area Realtors giving them advance notice of the event. We followed that up with direct contact through sales calls for about two weeks."

“The response was excellent, with more than 17 Realtors or real estate companies participating,” he added. “In addition we had several mortgage companies and even a couple of home furnishing businesses place ads in the guide. We had more than 50 open houses for interested home buyers to view over the weekend.”

The newspaper’s promotional efforts did not begin – or end – with the event guide. The Gazette ran several house ads in the weeks leading up to the weekend. The guide was published in the newspaper on the Friday of the designated Biggest Home Buying Weekend Ever, and each house that was part of the event got a custom yard sign provided to participants as part of their advertising package.

The guide itself was 28 pages with a glossy cover and included articles on home buying, mortgages and why home buyers should use a Realtor. Free ads were provided to the local Realtors’ association and the North Carolina Association of Realtors. It was inserted into the newspaper and copies were provided to all of the participants and were placed in many of the newspaper’s niche publication racks.

“Businesses and Realtors were required to purchase an advertising package to participate in the event, and the guide generated more than $7,000 in revenue for the newspaper,” Workman said.

“Most Realtors reported good traffic on both days over the weekend. While we had no formal feedback process on sales, we know of two homes sold because of the event.”

The Gazette’s preparation and advance promotion were critical to the success of the event, Workman added. “It was also very important for our real estate sales specialist to aggressively follow-up with everyone in the real estate community to gain their participation.”

The newspaper’s work and commitment also demonstrated to the local real estate industry that their community newspaper was not only the best way to reach potential customers, but also was committed to helping them succeed in good times and bad, something you won’t often find from the outside companies that try to reach into markets and publish real estate guides.

For more information, contact Titus Workman at (704) 869-1725.


 
reader's corner

YouTube to Help Sites Gather News Clips
YouTube has signed up NPR, Politico, The Huffington Post and The San Francisco Chronicle for YouTube Direct, a new method for managing video submissions from readers. Read more from The New York Times.

Friendless: CMOs Spend Little on Social Media
Twitter may be booming, Facebook stratospheric, but leading chief marketing officers are apparently yet to send the dollars wildly chasing the traffic. A new study shows nearly 85 percent of CMOs spend less than 10 percent of their budgets on social media, and what's described as "non-traditional communications channels." Read more from Media Post.

Reader's Corner contains, from time to time, links that require registration on another site. Registration rules and requirements are established by the host site and participation by eBulletin readers is entirely voluntary. Articles cited here do not necessarily reflect the opinions of SNPA or its Board of Directors. Links refer the reader to the source material.


 
reader's corner

Make Your Publisher Squirm

By Ed Henninger

When I see a publisher squirm, I experience the joy of accomplishment. No, I’m no sadist. And I certainly derive no pleasure from a publisher’s discomfort.
 
But when the publisher shifts a bit in his or her seat, I know we’ve reached a point-of-no-return during a redesign. It’s a make-or-break moment and the publisher is now entirely fixed on the direction of the project.
 
It may be a discussion on taking all text to flush left. Or a major departure in the look of the nameplate. Perhaps it’s talk about the advantages of modular ad design.
 
Regardless, when the publisher squirms, I know we’ve hit a critical point in the process. From that moment on, our meetings become more intense, more direct and more focused.

Ed Henninger

You can develop that same intensity – and I encourage you to do so.

Make your publisher squirm. Here are some changes you can suggest that are sure to get his/her attention:

If a publisher squirms, it means he’s being taken out of his comfort zone. That’s an important moment.

PAGE STRUCTURE: What with the narrower web, how about taking section fronts – and other open pages – to five columns?
 
AD STACK: Why do the ads have to be stair-stepped? And why always up and to the right? How about modular placement? How about a valley stack?
 
MORE COLOR: How about rearranging pages so you can get more color photos – and ads – on inside pages?

LESS COLOR: Why are we placing photos in tint blocks? And why do we continue to insist on color frames around certain features?
 
SEQUENCING: Why can’t we fix that problem with comics in the A section? How about placing them after sports?
 
NEW FONTS: You’re convinced that the Times New Roman you’re using for text is just not as readable as others that are available.
 
TRAINING: What can we do to get more training in design? How about that four-hour InDesign training session that wasn’t much help?
 
These are just a few suggestions. I’m willing to bet you have some in your newsroom that are more pressing. If you press your publisher on these – and if you see the squirm – you’ll know you have your publisher’s attention.
 
FREE DESIGN EVALUATION: Ed Henninger offers design evaluations – at no charge and with no obligation – to readers of this column. For more information, check the FREEBIE page on his Web site: www.henningerconsulting.com.

Ed Henninger is an independent newspaper consultant and the director of Henninger Consulting. He offers comprehensive newspaper design services including redesigns, workshops, staff training and evaluations. E-mail: edh@henningerconsulting.com. On the web: www. henningerconsulting.com. Phone: (803) 327-3322.


 
2010 SNPA Meetings
March 3-5

Strategic Revenue Summit
Hyatt Regency Grand Cypress, Orlando, Fla.
Sponsored by SNPA and the Suburban Newspapers of America
register

Oct. 17-19 News Industry Summit (Annual Convention)
Barton Creek Resort, Austin, Texas
Links to Other Industry Meetings
As a service to SNPA members, here are links to the seminar pages of other industry associations.
 

List Newspaper Job Openings on the SNPA Web Site
SNPA member newspapers can post job openings free of charge on the SNPA Web site. To post your job, send the text of the ad to cindy@snpa.org. Most announcements will stay on the site for a month, but you can request shorter or longer runs. Click here to access the SNPA Jobs Board.

SNPA also posts free "jobs wanted" ads (including links to resumes) for individuals looking for employment in the newspaper industry. Click here for details. Access the Jobs Wanted page.