Best Ad Ideas Contest
7150 SW Hampton Street, Suite 111 • Portland OR 97223-8395
Phone: 503-624-6397 • Fax: 503-624-9811
E-mail: firstname.lastname@example.org • Web: www.orenews.com
REGISTER ONLINE at www.betternewspapercontest.com
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
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.
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
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
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
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
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
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