Best Ad Ideas Contest

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					                                                    2010 Rules
                                     Best Ad Ideas Contest
                                    7150 SW Hampton Street, Suite 111 • Portland OR 97223-8395
                                             Phone: 503-624-6397 • Fax: 503-624-9811
                                       E-mail: onpa@orenews.com • Web: www.orenews.com



                    REGISTER ONLINE at www.betternewspapercontest.com

                                     GENERAL INFORMATION
A. CONTEST PERIOD: Entries must have been published               G. ENTRY FEE: An entry fee of $35 per newspaper
during the period from April 6, 2009 to May 10, 2010.             plus $6 per entry should be sent in a separate envelope
B. ELIGIBILITY: The contest is open to all 2009 dues-             along with a copy of the completed registration form. The
paid, Oregon Newspaper Publishers Association (ONPA)              registration form must be printed from the online
General Press Members and Associate Member Publications.          registration facility. A copy of the registration form
Entries must be produced by full- or part-time employees of       should also be delivered to ONPA along with your non-PDF
the newspaper/publication.                                        contest entries, if any.
C. CIRCULATION GROUPS: Entries will be judged in                  H. AWARDS: Whenever possible, a first and second place
three circulation groups:                                         will be given in each category. Awards will be announced at
                                                                  a special awards luncheon during AdCon 2010, September
   GROUP A: Circulation of 20,001 and above                       22-24 at Eagle Crest Resort, Redmond, Oregon.
   GROUP B: Circulation of 5,001-20,000
   GROUP C: Circulation of 5,000 or less                          I. CONTENT: All ads must be conceived, written, designed
                                                                  and sold by regular staff members during the contest pe-
In each category, any group that receives insufficient entries    riod. No agency or canned ad layouts will be allowed. You
will be merged with the next higher group.                        may incorporate artwork or ideas from other sources, but
D. DELIVERY: Registration forms must be completed and,            ads using mat service material exclusively, or entries not
along with all non-PDF entries, must be postmarked or             meeting individual category specifications, are subject to
received at the ONPA office by 5 PM, Monday, May 10,              disqualification.
2010. No exceptions will be allowed. Mail or UPS is               J. VIOLATIONS: Violations of these rules, INCLUD-
preferred. Our address is 7150 SW Hampton St., Suite 111,         ING PACKAGING RULES (below), may disqualify the
Portland OR 97223; phone is (503) 624-6397.                       entry from competition. Written complaints of alleged
E. DUPLICATES: The same ad may be submitted in more               violations must be submitted to ONPA c/o Contest Com-
than one category. However, for non-PDF categories, you           mittee within 10 days following AdCon 2010. Only written
must submit separate tearsheets for each category.                complaints will be considered. The decision of the Contest
                                                                  Committee will be final.
F. JUDGING: Judging will be done this year by members
of the Washington State Press Association.



                      PREPARING AND PACKAGING ENTRIES
                    PREPARATION                                                        PACKAGING
   Entries will not be returned, so please submit only               Each entry (which may consist of one or more tearsheets)
expendable tearsheets and materials. Entries must be              must be submitted in a separate 9x12” envelope. When
unmounted.                                                        submitting more than one entry in a category, use a sepa-
   All items in every entry — PDF and otherwise — must            rate envelope for each entry. Tearsheets may be folded to fit
be submitted as full-page representations of published            inside the envelope.
pages, or as complete sections or issues for certain catego-         Two identical entry labels must be attached to each
ries. Sidebar material may be included. Full-page tearsheets      entry, one (with tape or adhesive) to the outside of each
must include the dateline/folio.                                  envelope, and one stapled (not taped or glued) to one of
   Please make no marks on tearsheets as winning en-              the items inside the envelope. Related tearsheets, such as
tries will be scanned for award presentation. Entry descrip-      jump pages for writing entries, should be stapled together.
tions should be sufficient for judges to identify what is being   All entry labels must be printed from the online
entered. If you must mark an entry, please use a nonde-           registration facility.
structive removable label or include an unmarked copy of             All envelopes, grouped together in one large envelope or
the entry.                                                        box, should then be sent to the ONPA office by U.S. Mail,
                                                                  UPS, FedEx, or hand delivery.
                                    CATEGORY DESCRIPTIONS
In 2010, categories are grouped into four divisions: General, Design, Classified, and Online. Each catego-
ry name below is preceded by its division. Entries in all categories except Online are to be submitted
as PDF files except where “Non-PDF entries” is specified.
101 General: Best advertising headline                             106 General: Best multi-color
Paid advertising only. Submit your best effort at advertising      merchandising ad
headline writing. The headline should stop the reader and          Paid advertising only. This is for a single advertiser who
make him/her want to continue reading the ad. The PDF              wants to move merchandise. Ads can include price points,
entry should contain the full page on which the ad appears.        percentage discounts or promotional offers. Entries should
Each newspaper may submit up to three entries.                     demonstrate effective use of black and two or more addi-
   Judging will be based on effectiveness in bringing the reader   tional colors. The PDF entry should contain the full page on
into the ad, originality, impact, and cleverness.                  which the ad appears. Each newspaper may submit up to
                                                                   three entries.
102 General: Best black and white ad
                                                                      Judging will be based on how color ties in with art and/
Paid advertising only. Submit your best effort without color.      or product, attention-getting value, originality, and general
The ad size is not important, but its selling ability is. Art is   layout.
not necessary, as good headline copy can sometimes outdo
art as an attention-getter. The PDF entry should contain the       107 General: Best multi-sponsor ROP ads
full page on which the ad appears. Each newspaper may              Paid ROP advertising only. Have you come up with a new
submit up to three entries.                                        twist for a contest or sig page? Your entry must incorporate
   Judging will be based on overall layout, headline copy,         a group of advertisers into an idea to promote extra lineage.
body copy, and attention-getting value.                            Number of sponsors will not be a factor in judging. The PDF
                                                                   entry should contain the full page on which the ad appears.
103 General: Best institutional section
                                                                   Each newspaper may submit up to three entries.
Non-PDF entries. This section must be at least four pages             Judging will be based on originality, general layout, and
(tab, broadsheet or quarter-fold/flexi) and must contain           readership appeal.
news and advertising based on a subject (progress edition,
recycling, energy conservation, etc.). The news content will       108 General: Best overall advertising
not be judged for writing skills, but judges will consider the     (non-dailies)
ability of editorial to attract and hold readers. Each newspa-     Non-PDF entries. Best all-around advertising in a non-
per may submit up to three entries.                                daily newspaper. Enter one complete issue each from Au-
   Judging will be based on originality, total make-up, quality    gust 2009, October 2009, and March 2010. All ads and the
of ads, and their tie-in with the subject of the section.          general ad layout of the entire newspaper will be judged.
104 General: Best institutional/image ad                           There is no fee for this category, and entry in this category
                                                                   does not preclude entry in other contest categories. Each
Paid advertising only. The entry in this category should be        newspaper may submit up to three entries.
an institutional ad: one not designed to move merchandise,            Judging will be based on layout, design, copy, headlines,
but rather to announce a grand opening or convey an im-            artwork, and logos of ads.
age. The PDF entry should contain the full page on which
the ad appears. Each newspaper may submit up to three              109 General: Best series
entries.                                                           Paid advertising only. Submit your best series of three or
   Judging will be based on effectiveness of black and white or    more ads for a single advertiser. The ads must have run
color usage and impact of the ad on the reader.                    on a regular schedule (once a week, once a month, every
105 General: Best merchandising section                            other week) or on consecutive pages in a single issue. Size
                                                                   can be from one column inch up to a full page. (No sections
Non-PDF entries. This stand-alone or supplemental                  allowed in this category.) Each PDF entry should contain
section must be at least four pages (tab, broadsheet or            the full pages on which the ads in one series appear. Each
quarter-fold/flexi) and may be for one store or a group of         newspaper may submit up to three entries.
merchants. The section must contain all specific price point,         Judging will be based on originality, follow-through of idea,
percentage discount or promotional advertising. Each news-         follow-through of art and follow-through of copy.
paper may submit up to three entries.
   Judging will be based on originality, general layout, mer-
chandising effect, and selling power of cover page.
110 General: Best single house ad                                 202 Design: Best use of one color and
It doesn’t matter what part of your operation you are pro-        black
moting. Submit the best of those ads you ran on your own          Paid advertising only. Entries in this category will be judged
newspaper’s behalf. No size limit, black and white or color.      on the effective use of black and one additional color. Judg-
The PDF entry should contain the full page on which the ad        ing will not be based on color registration or the color itself,
appears. Each newspaper may submit up to three entries.           but rather what the color does for the ad. The PDF entry
   Judging will be based on originality and execution of the      should contain the full page on which the ad appears. Each
idea.                                                             newspaper may submit up to three entries.
111 General: Best use of media                                       Judging will be based on how color ties in with art and/
                                                                  or product, attention-getting value, originality, and general
Non-PDF entries. Submit your best use of new media                layout.
products and/or promotion, such as separate publications
not affiliated with your newspaper (chamber directories,          203 Design: Most effective use of small
community directories, etc.). All entries must be produced        space
by in-house staff. Each newspaper may submit up to three          Paid advertising only. Maximum space is 15 column inches
entries.                                                          (broadsheet). Ads from modular formatted or non-standard
  Judging will be based on idea, originality, layout, copy, and   publications should be representative of a similar percent-
content.                                                          age of page space. Entries may be a single ad or a series,
                                                                  but all ads will be judged on the use of space for maximum
112 General: Oregon ad idea of the year                           results. The PDF entry should contain the full page on
Non-PDF entries. This category is wide open to new                which the ad appears. Each newspaper may submit up to
ideas! Submit your best all-around effort of the year, which      three entries.
may be a section, a series, a small ad or a big one. Include a       Judging will be based on effective use of space.
brief (300 words or less) explanation explaining the idea or
                                                                  301 Classified: Best private party ad
results. Delegates at AdCon 2010 will judge this category.
Each registered attendee for the conference will have one         This entry can be a classified display or line ad. The PDF
ballot to cast.                                                   entry should contain the full page on which the ad appears.
   Judging will be based on the idea itself.                      Each newspaper may submit up to three entries.
                                                                    Judging will be based on originality and attention-getting
113 General: Oops!                                                value.
Non-PDF entries. Swallow your pride and share your best           302 Classified: Best private party
“blooper” of the year to win this coveted award! There is         promotion
no fee for this category. Delegates at AdCon 2009 will
judge this category. Each registered attendee for the confer-     Best house classified ad promoting purchase of non-com-
                                                                  mercial private party line ads. The PDF entry should contain
ence will have one ballot to cast.
                                                                  the full page on which the ad appears. Each newspaper may
  Judging will be based on entertainment value.                   submit up to three entries.
201 Design: Best section cover                                       Judging will be based on execution of the idea and
                                                                  originality.
Non-PDF entries. The cover may be any size, color or
black and white, and the section may be paid or newspa-           303 Classified: Best promotion of the
per sponsored. The entire section must be submitted. Each         classified section
newspaper may submit up to three entries.                         Best house ad, single or series, promoting readership and/
  Judging will be based on tie-in with section, effective com-    or use of the classified section. The PDF entry should con-
munication of idea, and impact on reader.                         tain the full page on which the ad appears. Each newspaper
                                                                  may submit up to three entries.
                                                                     Judging will be based on execution of the idea and
                                                                  originality.
                                         ONLINE CATEGORIES
  For all online categories, each entry consists of a single web address (URL) by which a judge will view the
entry material. If the entry materials reside in more than one place, that URL must point to a page on
your web server that presents or provides access to the entry materials. (See the accompanying contest guide for
more information.)
  Judging will be based on the criteria given for the category, and not on the quality of the entry presentation.
  Only one entry is allowed in each of these categories, and no entry may be submitted in more than
one category.

401 Online: Best Online Animated Ad                              403 Online: Best Online House Ad or
This entry consists of a single animated ad, in any              Campaign
format (such as Flash, animated GIF, or video), that ap-         This entry spotlights your newspaper’s efforts to increase
peared on the newspaper’s web site. The ad must have been        revenue with online advertising promoting the newspa-
created in-house by newspaper staff.                             per and/or related products. If appropriate and necessary,
   Judging will be based on visual appeal and on creativity in   screenshots may be included in the presentation to show the
design and content of the ad.                                    ad(s) in context.
                                                                    Judging will be based on visual appeal, clarity of message,
402 Online: Best Online Rich Media Ad                            and overall effectiveness.
This entry consists of a single ad, in any rich media
format (such as Flash or video), that appeared on the news-      404 Online: Best Campaign Using Print
paper’s web site. The ad must have been created in-house         and Online
by newspaper staff.                                              This entry highlights your creativity in complimenting a
   Judging will be based on creativity, use of space, design,    print ad campaign with online exposure, using the web site
and overall animation quality.                                   to provide further information. The presentation should
                                                                 include a statement describing how the online
                                                                 component enhanced the print ad campaign. If ap-
                                                                 propriate and necessary, screenshots may be included in the
                                                                 presentation to show materials in context.
                                                                    Judging will be based on creativity and effectiveness of the
                                                                 concept.