AWARDS PG 8 TRIP PG 3 LESSONS PG 13
SNA Editors of the Year Register for SNA’s Innovation Mission AZ Daily Star reacts to community crisis
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Disrupt; change; innovate; integrate
A blueprint for the future of the industry
NANCY LANE 100. This was not meant to stir a debate
about the quality of journalism between
President, SNA the two companies. It was simply to
make the point that the consumer is
With 400+ media executives filling OK with “good enough” journalism. At
the room and not an empty chair to that point Gilbert reminded the audi-
be found, President & CEO of Desert ence that “every disruptive innovation
Media Clark Gilbert delivered a thought- looks inferior at the beginning” and it
provoking and at times controver- all started to make so much sense.
sial keynote presentation at the Key Deseret has launched a contributor
Executives Multi-Media Conference, network called “Deseret Connect”. They
the Mega-Conference put together by first identified cost per story, and devel-
SNA, Inland and SNPA. oped a plan to greatly reduce it while
Two themes quickly emerged during increasing the amount of quality content
this high energy ninety minute presen- on their sites. Gilbert urged everyone
tation: we must change our business in the audience to know their cost per
model and we must change our con- story (their cost was $227 per story at
tent strategy. According to Gilbert, “the the newspaper and a little lower at their Gordon Borrell (left)
industry is permanently broken and TV station). Deseret Connect includes and Clark Gilbert.
needs to be permanently restructured”. over 500 Utah contributors publishing
The good news is that opportunities are hundreds of stories each week. These are
surrounding us but we need to get our web-first stories, but some are reverse- “Clark’s speech made me think that in a few years we’ll
cost structures changed immediately – published in print. The average cost per
probably look back on him as one of the newspaper
especially on the content side. story from these contributors is $12
To illustrate the point, Gilbert (other online competitors are averag- industry’s greatest leaders. He ... jumped in with both feet
threw out a statistic that left the room ing less than $10 per story). A team of at The Deseret News and started making some very tough
in silence: The New York Times has editors provides weekly feedback to decisions. His presentation gave us a great example of
approximately 30 million monthly the contributors. They also reduced
unique visitors on their web site; the their features department from 26 to 4 what to do. I hope [publishers] gain that conﬁdence and
Huffington Post is right behind at about employees and they now manage the follow Clark’s lead.”
28 million. The head count between the community contributor program.
two companies is 1,200 versus less than SEE ‘DESERET’, PG 6
IN THIS ISSUE
Q&A with Matt DeRienzo, 2
publisher of The Register Citizen
Top 12 from MegaConference
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Traverse City, MI 49684
SNA Member News 14
116 Cass Street
Suburban Newspapers of America
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2 | SUBURBAN PUBLISHER | March 2011
AN OFFICIAL PUBLICATION OF
OF AMERICA Q & A with...
Suburban Publisher is published
by SNA, the only non-proﬁt trade Matt DeRienzo is publisher of The Register Citizen in Torrington, Conn., a Journal Register
association in North America that Company newspaper. After starting his career at the age of 18 at his hometown weekly
speciﬁcally represents the needs in Maine, DeRienzo continued his work in newsrooms at various weeklies and dailies in
and interests of suburban and
New England. His work includes sitting in the editor’s chair at both the Eagle Times in
Claremont, N.H. and The Register Citizen. Before becoming publisher in Torrington three
Mission: SNA supports the years ago, DeRienzo was the Corporate Director of News for small dailies and non-daily
community newspaper industry publications for JRC.
and related local online media
through leadership, education,
innovation, promotion, research
and the advancement of high Open Community Newsroom and more; Register Citizen inviting public in
Q Yo u r e c e n t l y c o -
presented at an SNA
the ofﬁce move as an opportu-
nity to design a physical space
participation. They are also live-
streamed on RegisterCitizen.
openness of discussion of news
among editors in any ways that
116 Cass Street Foundation sponsored webi- that reﬂected our changed and com. We built a classroom into you didn’t anticipate? How do
Traverse City, MI 49684 nar about Creating a Culture of changing business model and the newsroom and are regu- you manage special interest
888-486-2466; Fax: 231-932-2985 Community Involvement in the company philosophy of “digital larly offering free classes, in groups or especially vociferous
email: email@example.com newsroom and I’d like to explore ﬁrst, print last.” In many ways, person and live-streamed, on individuals who have personal
some further aspects of what our ofﬁce layout is like the web blogging, journalism, writing, agendas? What software and
you’re doing in Torrington, CT. itself – open, and geared toward social media, video production equipment do you use for this
SNA OFFICERS & DIRECTORS Before we get into that though, connecting people with each and other topics. Our class- broadcast?
Chairman of the Board / SNI Vice-Chairman / can you give us a thumbnail of other. There is the coffee shop, room and conference rooms
John M. Humenik | Arizona Daily Star
your publications, web presence where you can grab a cup of are available to community The biggest impact on
and market landscape? our day-to-day report-
First Vice Chair / SNI Treasurer
Jon K. Rust | Rust Communications ing came from the decision to
Second Vice Chairman
Gareth Charter | Holden Landmark Corporation A We p u b l i s h a s m a l l -
market daily newspaper
open our daily story meetings
to the public, and to broadcast
Treasurer in Northwest Connecticut, as them on the web. From day one,
Matt Hayes | East Bay Newspapers
well as a shopper and six com- we started receiving story tips
Clifford Richner | Richner Communications
munity weekly newspapers, from people we never would
with a newsroom of 18 people. have heard from in the past. We
Immediate Past Board Chair
Betty Carr | Metroland Media Group Over the past two years, we have also started to get some great
Directors: seen an explosion in trafﬁc to feedback from readers about
Gordon Borrell | Borrell Associates RegisterCitizen.com, driven by a how to broaden the context of
Anthony Clifton | Review Publishing Ltd Partnership
Gloria Fletcher | GateHouse Media “digital ﬁrst” approach to report- stories as they were unfolding.
Josh O’Connor | Sound Publishing Inc.
Jennifer Parker | CrossRoadsNews, Inc. ing the news and a tremendously It has broadened our sources for
Rick Surkamer | Sun Times Media Group
Jim Williams | Heritage Newspapers
engaged audience that returns local journalism tremendously.
Stephen Zonars | ThisWeek Community Newspapers all day long to discuss and By holding story meetings in
SNA STAFF debate local issues in our story public, one thing we realized
President comments. Our digital audience ahead of time was that we must
Nancy Lane is now 6.5 times greater than our be careful not to talk openly
843-390-1531 | firstname.lastname@example.org
print audience, and advertis- about things that a conﬁden-
Vice President of Operations
Al Cupo ing is starting to catch up, with tial source has told us off the
888-486-2466 | email@example.com
digital accounting for 4 percent record, for example. That’s one
Classiﬁed Avenue Director of Sales
of total advertising revenue in Editor & Publisher recently recognized example of the kind of conversa-
January 2010 and 22 percent in tion that might have taken place
888-486-2466 | firstname.lastname@example.org
Advertising & Membership Relations Director January 2011. The Register Citizen as “One of 10 That behind closed doors between a
888-486-2466 | email@example.com Do It Right” for their open community reporter and editor in the past
Suburban Publisher Editor
Q Your newsroom took a
huge step late last year newsroom.
that wouldn’t be appropriate in
this setting. But there are very
888-486-2466 | firstname.lastname@example.org
when you physically moved to a few other examples. To broad-
HQ STAFF new location and in the process, cast our meetings, we have a
888-486-2466 |e-mail to email@example.com
morphed your newsroom into coffee and pastry, sit on a leather groups as free meeting space. wall-mounted web cam above
Bonnie Pitozzi an ‘open’ space that literally couch or at a café table, work on We’ve hosted town hall-style our conference table, at the
Accounting & Finance Director welcomes the community in. your laptop or iPad using our meetings with the governor and edge of the Newsroom Café.
Membership Manager Tell us about that transforma- free public wiﬁ. We provide free our U.S. congressman. And we While the meeting is running,
Database Marketing Director tion and the various ways you access to 134 years of newspaper have a “Community Media Lab,” we use “Cover It Live” (coveri-
invite community participa- archives to the general public, computer workstations available tlive.com) to run a live chat so
Tonya Ratajczak tion. and have invested in a modern for free access by local bloggers that readers watching at home
Admin. Asst. Classiﬁed Avenue
Beth Leman microﬁlm machine that has been and citizen journalists. can jump in with a question or
Suburban Publisher is printed
A It started with Journal
Register Company CEO
John Paton’s recognition that
used every single day since we
opened. We have an Artist of the
Month program spotlighting the
Q Let’s talk about the web-
cast of your news budget
comment about what is said
in the meeting. That live chat
shows up on a large ﬂat-screen,
courtesy of A.F.L. Web Printing, we needed a nicer place for local arts community. Our daily meeting in which you enable wall-mounted monitor above
Voorhees and Secaucus, N.J., one of
employees to work, and that story meetings have moved from members of the general public our conference table so report-
the nation’s leading printers of daily,
our 105-year-old print manu- behind closed doors to being to participate via chat or twitter. ers and editors can react to what
community and specialty newspapers.
facturing-focused building was held in the café, and open to How’s that going so far? Does is being written.
no longer the right ﬁt. We saw the public for observation or the webcast affect the tenor/ SEE ‘OPEN OFFICE’, P 14
March 2011 | SUBURBAN PUBLISHER | 3
Six days to bigger Rapid improvement
thinking, better future JOHN M. HUMENIK
N of those involved. This is the operational
Sign up now for May media companies, focusing on pay wall
success stories and strategies for small
Second, identify procedures where tasks
can be removed without altering the out-
Innovation Mission; advertisers and revenue growth. They’ll
visit Journal Register Company’s open com-
come. This is an effort in reﬁning procedures
and increasing urgency.
registration is limited munity newsroom at The Register Citizen
in Torrington, Conn. where they’ve had
And third, gather a list of employee sug-
gestions that attempt to remove barriers
phenomenal success in engaging audience to doing our best work and improve com-
In early May, the SNA Foundation is host- with rewarding results, including a growth munication. This is an effort in discovery
ing a North American Innovation Mission of online ad revenue from four percent Chairman and experimentation. Listen closely to the
with one simple goal – to expose the small of total in January 2010 to 22 percent in SNA Board of Directors employees who ask, “What if we … ?”
group participants to some of the most January of this year. Additionally, a half I was told by several employees during
innovative community media houses, and day meeting with JRC corporate executives my night-to-morning journey through our
the brains behind them. Limited to the ﬁrst will provide ﬁrst-person insights into their When considering the strengths and weak- operation that publishers usually don’t do
30 registrants, the study tour begins May digital-ﬁrst strategy with a particular focus nesses of your organization, a critical walk this type of activity. I suggest you do by
1 in Salt Lake City, Utah, and concludes on revenue strategies that are working. through of your procedures might be most taking a similar walk-through from news-
on May 6 in Toronto, Ontario, with a mid- The tour concludes in Toronto with a revealing. By taking a step backward to room to plate-making to press to packaging
tour stop in New England. Slots are now full day visit at Metroland Media, North review, you can drive forward even faster. to transportation to distribution center.
available and are available on a ﬁrst-come, America’s largest group of community As you explore ways to build and moti- Look for ways to make it better, especially
ﬁrst-served basis. weeklies. This company has a proven cul- vate your team, look for instances where by inviting employees to share with you what
Over six days, the working tour will ture of innovation, and attendees will be your operation sputters, falters and fails. they do and their thoughts about making
focus on four key areas: the most promis- exposed to their tremendous digital busi- By focusing on key weaknesses, you can it better. You will be impressed by their
ing new sustainable business models for ness model and other emerging strategies. identify rapid improvement opportunities or passion to succeed. It also will illustrate
community media companies; emerging The visit will focus on digital tactics and RIOs. These opportunities will lead to greater how one department, one procedure is no
content strategies with a special emphasis growth and will conclude with a 90 minute efﬁciency, more effective communication more important than any other. The daily
on community contributions; digital-ﬁrst joint idea exchange between Metroland and an even more engaged problem-solving birthing of a newspaper and the desire to
initiatives (both editorial and advertising) senior level executives and the Innovation operation. get better every day should intrigue and
and strategies to grow overall revenue. Mission attendees. In this space each month, I share ideas to motivate us all.
Very much a working trip, the group will get your team moving with greater urgency, And, as we advance in the digital world
start in Salt Lake City and will spend all THINGS TO KNOW become more innovative, and focus even -- many of our companies now with robust
day Monday at Deseret News Publishing/ more energy on getting important work online and mobile strategies – it would be
Deseret Digital. Deseret President & CEO Intended for senior level executives that done with the appropriate level of intensity. misplaced energy to marginalize the hum of
Clark Gilbert, the guru of disruptive innova- want to study and learn about innovative We all can free up new energies for more a press, the smell of ink, the sound of trucks,
tion, will provide an in-depth look into his media companies that are experiencing worthwhile endeavors by stopping the and the folding of newspapers as being
operations, considered by many to be one tremendous growth, the study mission unimportant tasks we don’t perform well. sights and sounds of a historical perspective.
of the most innovative media companies is a continuous working tour running Since my previous column, I tested this Newspapers are alive and well, and there is
in all of North America. The day will focus from May 1 to 6. Cost is $2,850 per person concept. I followed our daily newspaper one an easy way to experience it.
on two key issues: changing the business and includes air from Salt Lake to Boston night from the last page out of the news- The most important observation I made
model and developing lower-cost but and Boston to Toronto, six nights hotel room to ﬁrst carrier leaving our distribution was that we can and should improve the
higher-quality content strategies. accommodations at downtown locations, center. It was an eye-opening experience effectiveness of our communication and
On eve of the visit to Deseret, the group most meals, transportation during the because there are opportunities to make explore more of the good ideas offered by
will hear a presentation from Examiner.com tour and program materials, etc. This is a our efficient operation even better and our employees. We need to ﬁrst look and
CEO Rick Blair. His company is nearly ﬁfty working trip. While a few social activities more cohesive. learn, and then show and tell.
times the size of Patch.com and contracts are planned, they mainly center on meals I came away with a greater appreciation In the coming months, we plan to pro-
with over 60,000 “Examiners” described as and evening networking events. The goal is for what happens in the middle of the night duce a video showing how our newspaper
“credible, local insiders”. They post 3,500+ to expose attendees to as much innovation and how much our employees care about begins each day and how it is distributed.
stories per day in over 225 U.S. cities and as possible in a one week period of time. getting it right. I also have even more respect Minimally, it will showcase the awesome
the top ﬁve Canadian cities. Full program details are available online for how it can all unravel in a split second talent we have assembled and why our
From Utah, the tour moves to New at www.suburban-news.org. – one breaking news story, one web break, people matter most. It will do even more to
England. At MIT’s Center for Future Civic The learning experience for attendees one jammed inserting machine, and one improve our in-house communication and
Media the group will hear well respected will extend for another six months via late truck to the distribution center. One connect us all around a common theme –
views to help with future planning. They monthly webinars to encourage the sharing minute late in any area can easily become the newspaper.
will participate in an ideas exchange of ideas, lessons learned and strategies 15 or more minutes in the ﬁeld. It also will show how much we rely on
with some of the leading New England employed as a result of this study tour. We should desire to get stronger, faster, each other, and how much each effort,
and ﬁnd an edge at every turn. You can each minute, matters in the newsroom, in
learn a lot by getting out, being visible, prepress, in the pressroom, in packaging, in
and exploring your operation procedure by transportation and in the ﬁeld. It will make
procedure, and no lesson is more important us even stronger and more focused -- a team
than seeing when we succeed, sputter, falter of many abilities and moving parts.
and fail. And we’ll discuss how we succeed, sputter,
We all have rapid improvement oppor- falter and fail. We’ll make our rapid improve-
tunities. ment opportunity list and get moving. And
A rapid improvement opportunity list it’s there that we’ll ﬁnd our next success and
should be divided into three parts. First, our next meaningful growth strategies.
identify those activities that have drifted out Your feedback is always welcome. Reach
of sync and can be corrected in one meeting me at firstname.lastname@example.org
4 | SUBURBAN PUBLISHER | March 2011
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March 2011 | SUBURBAN PUBLISHER | 5
SNA offers revenue Top 12 from the
leadership summit Mega-Conference
100% revenue-focused covering NANCY LANE 5 GreenTagTuesdays.com – from John
Humenik’s session on mobile. It took
print, mobile, online and more the staff eight hours to develop this. Deal of
the day meets mobile – 24 slots are offered
each Tuesday. Full page ad in paper features
After the success of last year’s Revenue • Top Data & Trending Information to the QR codes that readers can scan with their
Boot Camp, SNA has once again part- Ensure Revenue Growth phones. Finally, someone is making serious
nered with The Blinder Group to produce • Tu r n i n g A r o u n d a Su b u r b a n money with a mobile/print combo!
a world-class revenue summit this May Newspaper
This three-day event is all about helping
• Digital First - An Update from Journal
Register Company 6 Mobile video revenue will start to double
every year (from Sam Matheny/mobile
media companies of all sizes generate • The Basics of the Local Digital Sales panel). Pre-roll video is highly successful for
more revenue and SNA President Nancy Process President this group of TV stations with top categories
Lane encourages all members to consider • Top Revenue Ideas from North America’s including auto, attorneys, hospitals, real estate
attending this sure-ﬁre revenue boosting Most Innovative Media Houses
SNA and universities. Specialized apps are also
gathering. “Anyone who has ever met • Stop the Insanity -- Blowing Up Your There was no shortage of ideas or strong worth exploring (their “GoAskMom” app
Mike Blinder knows that this is a man on Current Sales Model opinions at last month’s Mega-Conference in generated $250,000 in revenue last year.
a mission and, in a nutshell, that mission • Getting Better Results for Our Advertisers St Pete. Conference attendees were exposed
is about how to grow revenue signiﬁcantly
and quickly,” says Lane.
In Print & Online
• Outbound Telesales: Myth or Miracle?
to wide variety of speakers including a mix
of industry consultants and media company 7 In five years mobile will represent
64.7% of all digital advertising (from
• The Qualities of the Best Media executives. The following represents my top Gordon Borrell). Text messaging remains a
FEATURED SESSION: Managers twelve take-aways and ideas (in no particular huge opportunity area and will go to $7.49
• Riding the Mobile Wave to Success -- order): billion in the next ﬁve years.
The Ten Best Ideas to Increase Your Content and Advertising
SNA & the Blinder Group have identiﬁed
• Digital Great Idea Exchange -- Where
Is the Money? 1 We must ﬁnd ways to reduce the cost
of our content (from Clark Gilbert’s 8 Mobile is not “web light” (from Art
Howe, Verve Wireless). Appoint a mobile
ten of the most innovative and biggest • Two tracks to choose from: Sales/ keynote presentation). Deseret Connect has manager now. Banner ads are most common
revenue ideas being implemented by Management and Digital over 500 contributors that publish hundreds unit being sold by larger newspaper compa-
community media companies large and “Nancy Lane and I have over-packed of stories each week on a web-ﬁrst basis (and nies (with average CPM’s in the $15-$16 range
small. In this session, senior executives this event with actionable ideas that you sometimes their stories make it into print). but click through rates are less than 1%).
from these ten companies will personally can use today, while keeping your costs Understand your current cost per story and
detail the idea, share the
results and provide sales
to attend low, so you
can realize a sizable
then work on a strategy to greatly reduce it
(without sacriﬁcing too much on quality). 9 Advertiser workshops are key to driving
huge digital sales (from Mike Blinder’s
& marketing informa- return from your presentation). Share of voice banner cam-
tion. investment,” says
Blinder 2 We must change expectations for our
graphic design teams (from Jason
paigns are popular and successful as are
coupons. Most programs include multiple
KEYNOTE SESSION: Taylor’s session). In Chattanooga, TN, they package options and limited availability.
THE PARTICULARS require members of the creative team to go on
Starts with Strong Registration cost
a certain number of sales calls each month;
they have spec ads goals that they must hit; 10 The industry mustspace (from Doug
collaborate in the
Leadership to SNA members is they critique all of the ads each week; they Franklin/Cox and Randy Bennett/NAA). Three
Presented by Kirk Davis, President & Chief $395 pp. Full agenda and registration complete ad logs each day (charting how very good options exist: zip2save, ShopLocal
Operating Officer, GateHouse Media, at www.suburban-news.org or call SNA much time they are spending on each ad or and FindNSave. Attendees were urged to
Inc. headquarters at 888-486-2466. project) and the top creative manager attends consider afﬁliating with one of them.
One of the community newspaper indus- Special hotel rate is $149 per night all sales meetings.
try’s most dynamic and motivating execu- single/double (plus room tax per night).
11 Regarding Patch andGilbertnew online
tives will tackle the topic of leadership
in relation to revenue growth. In this fun
Contact Reservations at 312-787-2800. In
order to receive this special rate, you must 3 “Run your online operation like your
newspaper – proﬁt ﬁrst mentality” (from
competitors, Clark reminded
us that “every disruptive innovation looks
and fast moving session, Davis will touch inform the hotel that you are attending the Mel Taylor’s session). Adjust the compensa- inferior in the beginning”. Mel Taylor shared
on the hiring process, accountability, the BlinderGroup/SNA Revenue Leadership tion of every employee in your company to that Patch has 800 sites so far including 30
importance of motivation and more. He Summit and make your room reservation include a heavy online component; arm your in Philadelphia (will be 60 by the summer);
will also share a few of GateHouse Media’s by April 26, 2011. staff with cheap tablets to make presenta- over 100 in California; 73 in Massachusetts
most recent revenue success stories and a The program is designed for advertising tions; redesign your home page to include and so on. As they build a market, they create
look at some of their future plans. directors, retail advertising managers, more advertising opportunities and develop efﬁciencies.
classiﬁed advertising managers, interactive simple-to-understand ﬂat rates.
Additional Summit highlights include sales managers and senior sales executives.
12 Cooking schools are hot andGareth
(some are concurrent):
• A Decade of Media Convergence with
Publishers and corporate executives will
also ﬁnd value in this program, especially 4 If you want self-serve to work, make
it as easy as facebook (from Bill Day’s
tive – plan one for 2011 (from
Charter’s roundtable session). For those that
Kevin McCrudden, CEO, Motivate when attending with other members of presentation). The newspaper industry has are afﬁliated with Relish (Publishing Group
America their team. made self-serve advertising too difﬁcult. Place of America product) – they have a national
a $20 ad on facebook yourself and compare it program that they will bring to your market.
SNA/THE BLINDER GROUP REVENUE LEADERSHIP SUMMIT to your self-serve option. Only then can you Some groups are seeing revenue well into
MAY 18-20 | CHICAGO, IL develop a self-serve model that will work and the six ﬁgures between tickets sales, special
THE CROWNE PLAZA HOTEL - AVENUE CHICAGO DOWNTOWN
generate new revenue. sections & other opportunities.
6 | SUBURBAN PUBLISHER | March 2011
Continued from page 1
Deseret Connect It’s time to take your foot off the brake
In addition to community contributors,
their content strategy includes an integrated
newsroom (just one person from paper/
Success strategies for
TV/radio covers a story – Gilbert suggested
teaming up with local TV and radio stations
dealing with hyper-
to accomplish this goal) and an in-depth
enterprise reporting team. For this team,
they chose six areas of focus that were most
important to their community (things like
family, financial responsibility, faith and
education). For these topics, they spend
more per story but they are covering things
that readers can’t get anywhere else that are
vitally important to their everyday lives.
On the digital side, they set up Deseret
Digital as a “separate, disruptive business
unit with separate staff, separate P&L, etc.” Operations
Nearly every employee in this department SNA
comes from the digital world – not news-
papers. Gilbert has hired people away from The 2011 Multimedia Key Executives
AOL, Overstock.com, yahoo, Omniture, Conference tackled many topics cur-
vehix and more and they join him to work rently on the minds of both large
for a “digital company” not a newspaper. At and small publishers throughout Mel Taylor, right, spoke to attendees after his fast paced presentation.
this time, their most profitable digital offer- North America.
ings are deals including daily deals, email One of the most pressing issues was
marketing and directory products. Gilbert addressed on the last day of the program content development to online sales com- online packages to current and prospec-
warns against partnering with Groupon in by industry consultant Mel Taylor in his pensation as you would on print. tive clients. Aggregate your audience and
the daily deal space. candid presentation Hyper-local: What As a ﬁrst step, everyone should take a impressions and present accordingly.
The new model is working: KSL.com the Competition is Up to and Strategies hard look at who is managing their online It’s not in anyone’s best interest to pres-
was up 75 percent in revenue in 2010 and to Succeed. business. ent these products individually; rather, a
they are budgeting a 50 percent increase Taylor is the founder of Mel Taylor Taylor advocates no tolerance of skep- comprehensive plan with the ability to
for 2011. They are the only local web site in Media, a consulting group that focuses tics and urges swift action in response. If customize should be developed.
the country to beat craigslist. Interestingly, on digital strategy and online marketing anyone on the team (advertising, editorial, Incorporate all your assets into every
KSL.com is not tied to a news model but is for local media companies and local busi- marketing, etc) displays any negativity proposal to drive business to your clients’
based more on other transactional models nesses. He specializes in hands-on training they should immediately be converted door – banner ads, local search, mobile,
such as lead-generation and search. and real world case-studies that help grow or ‘neutralized’, a.k.a replaced. The fact video, targeted emails, social networking
During the Q&A session, smaller newspa- overall revenue and audience share. Before remains that like any other successful and, last but certainly not least, print.
per publishers with more limited resources founding his company in 2006, he held a venture, strong leadership and product Create presentations that are not tech
asked for advice on how to get started. variety of media sales positions. commitment is essential. jargon heavy; remove all references to
Gilbert advised the hiring of one really good Taylor provided an overview of hyper- CPM, page views, uniques, click-thru
digital manager that comes from outside local competitors’ business models like 2ND RULE: TRAIN, EQUIP, COMPENSATE rates and impressions. That’s not to say
the industry. This person can even be out Patch, ReachLocal, Groupon, Google, your sales reps don’t need to know this
of market with ties to your community. A DataSphere and Pandora. But rather than Next up is making sure your sales reps information; rather, they should pitch
second step would then be one digital-only dwell on any one of these digital entities, are on-board and that they have all the in familiar language and keep the digital
sales rep and so on. Taylor chose to address what we, as an tools needed – training, technology, and language for the ‘as needed’ dialogue.
“Clark’s speech made me think that in industry, should be doing to build both compensation. Finally, Taylor suggests that everyone
a few years we’ll probably look back on readership and advertiser-share using the Train them to ask the right questions take a critical look at their current sites
him as one of the newspaper industry’s many positive assets currently available – what is the client’s current ad spend and determine if they offer both the reader
greatest leaders”, said Gordon Borrell, in our organizations. in the market by product; who are their and the advertiser the best experience
CEO, Borrell Associates, “He just plain More speciﬁcally, he suggested that target customers and what are their possible.
stopped conducting studies and giving everyone in the room ‘take their foot off expectations? He speciﬁcally suggested that clutter be
speeches and jumped in with both feet the brake’ when it comes to developing a Equip them with the right technology to eliminated in favor of larger, more visible
at The Deseret News and started making new and innovative digital presence and do their job. Smart phones, laptops and/or ad positioning.
some very tough decisions. His presenta- sales approach in their local markets. tablets are needed to demonstrate exactly
tion gave us a great example of what to Taylor addressed the need to cement a how your digital offerings work. ETCETERA
do, but I’m afraid it left a lot of publishers strong local advertising base through a Sales compensation programs must
still uncertain that they can make a dra- step-by-step process designed to build a be adjusted to match the reality of lower Mel Taylor touched on many other areas
matic and swift transition in their markets. proﬁtable digital marketplace that includes online dollars compared to print. Sales reps of online selling including overcoming
I hope they gain that confidence and follow the web, mobile, social media and email must have a large enough carrot in front objectives, presenting total readership,
Clark’s lead.” strategies. of them to sufﬁciently reward their efforts pricing models, day-part positioning,
The SNA Foundation is hosting a North when their online plan is met. Include a good versus bad ad design and managing
American Innovation Mission from May 1ST RULE: NO TOLERANCE higher reward for new business or exist- client expectations.
1 – 6 including a full day stop in Salt Lake ing client growth. By the same account, If you would like additional infor-
City to spend with Clark and his team. As of Up ﬁrst on Taylor’s hit list was the sug- negative incentives should apply when mation regarding these topics you can
press time, there were a handful of spots left. gestion that publishers operate their digital digital goals are missed. download Taylor’s complete conference
The visit will include a half day on content products the same way they run their presentation at: tinyurl.com/6k89ves,
strategies and a half day on new business print business. 3RD RULE: SPEAK PLAINLY or contact Mel Taylor directly at:
models. For more information, visit the SNA This means placing as much attention MelTaylorMedia.com, 267-625-5313,
website at www.suburban-news.org. and enthusiasm on everything from digital Consider how you present print and or Mel@MelTaylorMedia.com
March 2011 | SUBURBAN PUBLISHER | 7
SNA Foundation - 76 Journalists Apply for 20 Scholarships
MCCORMICK FOUNDATION GRANT TO FUND TWO DAY SYMPOSIUM - ALL EXPENSES PAID
Application reviews are currently underway for the upcoming two-day sym-
posium that will educate community journalists on how to uncover local stories
on the impacts of the current economic crisis on the American family. The
SNA Foundation and the Associated Press Managing Editors were awarded a
McCormick Foundation grant through their specialized reporting institute pro-
gram to conduct the symposium and SNA accepted applications for the twenty
slots through February 25.
SNA and APME will also host free educational webinars after the April sym-
posium to share with the entire industry best practices and some of the lessons
The SNA Foundation is committed to helping suburban and community
newsrooms advance journalistic standards and seeks educational grants to assist
in their mission. In addition to this grant, the SNA Foundation has parlayed
a grant from the John S. and James L. Knight Foundation into a series of four
self-directed e-learning courses housed on Poynter Institutes NewsU. Over four
thousand students have taken these free learning courses which are speciﬁcally
tailored to help suburban and community newsrooms successfully transition to
multi-media publishing. See page 16 for details on the latest e-course.
HOW UNIQUE IS UNIQUE?
Borrell Associates has released new research that peels the layers away on the
actual audience size for local websites. A free executive summary of the report,
“How Unique is Unique? Gauging the (Actual) Size of Local Web Trafﬁc,” is avail-
able for download at borrellassociates.com.
The fact that a site is “local” means it should hold more value for advertis-
ers. This report attempts to get to the bottom of the audience issue and provide
guidance for local site managers. Among the ﬁndings are that unique visitor logs
tend to overstate the actual number of people by a ratio of almost 4 to 1. It also
explores the out-of-market visitor phenomenon, as well as probes the varying
frequency of visits and classiﬁes the loyalty tendencies. The ﬁndings come from
hundreds of surveys conducted by Belden Interactive, acquired at the end of last
year, to be able to provide more insights into consumer and advertiser habits
NEWSPAPER SITES DRAW HIGH NUMBERS, QUALITY
Newspaper websites saw tremendous trafﬁc in the last year’s fourth quarter,
drawing an average monthly audience of 105.3 million unique visitors – nearly
two-thirds (62 percent) of all adult Internet users.
The analysis, performed by comScore for the Newspaper Association of
America, also indicates that newspaper websites continue to attract key demo-
graphics, reaching 58 percent of 25-to-34-year-olds and 73 percent of individuals
in households earning more than $100,000 a year on average throughout the
quarter.The ﬁndings also pointed toward audience engagement, with newspaper
website visitors generating an average of 4.1 billion page views each
month, spending nearly 3.4 billion minutes brows-
ing the sites.
“Newspaper websites stand out in today’s
online environment, with trusted brands
and high-quality journalism attracting an
impressive audience that sets them apart
from other players in the digital space,”
said NAA President and CEO John F. Sturm.
“As publishers continue to reinvent their
business models, digital is at the forefront
of a multiplatform transition that has seen
steady growth in online advertising rev-
8 | SUBURBAN PUBLISHER | March 2011
Both Mary Lou Montgomery and Clay Lambert possess hallmark
characteristics of a strong local editor - fervor for upholding journalistic
standards, a strong embrace of all things local and incessant drive and
curiosity. Hats off to the several runners up in this category - in the weekly
division, Dan Shearer, Green Valley News & Sun, Ben Cason, ThisWeek
JOURNALISM Community Newspapers, Gersh Kuntzman, Brooklyn Paper and Dan Koller,
Park Cities People Newspaper; and in the daily division, Mitch Pugh, Sioux
City Journal. Part two will spotlight the winners of the Journalist of the Year
category in next month’s issue.
Lambert Takes Top Honors in Weekly Division
Clay Lambert, Managing Editor of kind of menace - resolving the Review,” says Lambert. “It’s hum-
the Half Moon Bay Review (CA), dispute in the 2000 presidential bling because I have worked with
took the SNA Editor of the Year election. He was among the army some phenomenal editors and
honors in the weekly newspaper of people counting the hanging mentors through the years. There
category. His career spans more chads that played a starring role is no way I’m more deserving than
than a quarter of a century, begin- in that national drama. people like Bill Rose at the Palm
ning with work at the University “I have attended parties with Beach Post or Johnny Vardeman at
of Colorado’s Rocky Mountain Muhammad Ali and Bill Clinton, the Times of Gainesville.”
Collegian, and he’s got a list of and was there when Nelson But, pressed to share his views
newspapering anecdotes as long Mandela toured the U.S. upon on what it takes to succeed in this
as his arm. his release from captivity,” says business, Lambert has a narrow
“Twenty-five years in news- Lambert. focus and it’s all about ‘the big story
papers has afforded me more But it’s the little old lady in rural in the small town’.
interesting barroom conversation Georgia who shot and killed an “Local newspaper editors should his passion for local journalism and Journal. David Smydra is another
starters than I can count,” chides intruder, who gives Lambert the leave the war in Afghanistan and includes mentoring cub reporters reporter who was able to go directly
Lambert – and he’s not kidding. most memorable quote he ever presidential politics and all the who join his staff. from his position at the Review to
A couple of experiences cement scribbled down. The gunshot woke rest to others. Focus on the people “Our reporters tend to be skilled one working as a news specialist at
his legacy as a ‘never say die’ her aged mother who asked what in your community. Embrace the but without much real world expe- Google News. Moving into these
newsman. Lambert survived a happened. The shooter’s reply: “I very big stories that happen in your rience when they first come to types of positions from a small,
plane crash at La Guardia while shot a guy and there he lay!” small town. Give the lives of your the Review. Clay’s patience and weekly newspaper is a perfect
en route to a World Series game own readers the attention they tutelage has worked to help mold example of the level of mentoring
and, on another occasion, was RUMINATIONS deserve and that they will get no a high level of skilled reporter who they receive from Clay.”
brieﬂy quarantined for anthrax place else.” then moves on to an even more In addition to his work as
after a tabloid photographer Lambert is humble, pointing promising career. One reporter, Managing Editor of Half Moon
was killed from exposure to the out that he’s only as good as the MENTOR TO OTHERS Nick Casey, came to the Review Bay Review, Lambert is also the
chemical in 2001. His stint at The people with whom he is lucky right out Stanford University and Editorial Director for parent
Palm Beach Post (FL), as a general enough to work. According to Half Moon Bay moved from his position as a company Wick Communications.
assignment reporter from 1998 to “Any individual honors belong Review publisher Debra Godshall, reporter here to become a staff He is reached at clay.lambert@
2002 exposed him to a different to the staff of the Half Moon Bay Clay’s talents extend well beyond correspondent at the Wall Street wickcommunications.com.
Montgomery Saluted in Daily Division
Mary Lou Montgomery took top board is this reminder: “Is the “understands editors should
SNA honors as Editor of the Year person you are talking to being do more than sit at their desks.
in the daily newspaper category paid to sway your opinion?” She She is an advocate for her com-
but don’t let the frequency fool lauds the staff’s overall dedica- munity.”
you. She’s a down and dirty tion to quality journalism and
newswoman and leads a staff the digital evolution. PHILOSOPHY
of just six (one part-timer) at “They’re a group who is
the Hannibal Courier-Post (MO). truly psyched about the oppor- Like most other newspapers,
It’s all about attitude and she tunities that lie ahead,” says the new normal means running
conﬁdently boasts that together Montgomery. “We are interact- a lean machine but cuts notwith-
she and her staff are continually ing with our readers, putting our standing, Montgomery stands lished only in the print edition the change has had a signiﬁcant
building a hyper-local newspaper ‘line in the water’ to see where ﬁrm on journalistic integrity and - to be the talk of the coffee shops impact on their ability to stretch
that has real relevance in their they will lead us.” writing stories that matter within each morning.” resources. “They offer us ideas
community. Montgomery’s boss, Courier- her community, from the readers’ She’s bullish on the future and and templates that allow us to
“My motto is ‘Look what we Post Publisher Jack Whitaker, perspective. holds tight to the theory that incorporate more local news into
can accomplish together’, says lauds his editor as a person who “We will not be the voice readers who are involved in our paper in a format attractive
Montgomery. “It is not my news- advocates for her community. of public relations,” says the newsgathering process are to readers. Our publisher, Jack
paper; it belongs to our read- “(This award) is a demonstra- Montgomery who reminds that readers who feel an ownership – Whitaker, who has stood by me
ers. As editor, I’m the engineer tion of the importance of Mary newsrooms are not in the busi- and subsequent loyalty – to their through the evolution to a news-
– trying to keep us on track and in Lou’s commitment to community ness to make the mayor look community newspaper. paper for the people, remains a
the right direction – every day.” journalism, especially reader good. “Rather (we’re here) to give Hannibal Courier-Post is part staunch supporter of the ‘readers
Montgomery credits her staff involvement,” says Whitaker. our readers the information they of GateHouse Media, which pur- ﬁrst’ concept.”
as journalists who are committed Regarding Montgomery’s need to make educated decisions chased the newspaper three years Ma r y L o u Mo n t g o m e r y
to preserving editorial integrity selection, a contest judge cited on community issues. Our goal is ago. Montgomery salutes the new is reached at Mar yLou .
– prominent on their bulletin her as being someone who for our daily centerpiece – pub- owner’s guidance, saying that Montgomery@courierpost.com
March 2011 | SUBURBAN PUBLISHER | 9
An Important Message
for Customers of
AFL WEB PRINTING, INC.
10 | SUBURBAN PUBLISHER | March 2011 March 2011 | SUBURBAN PUBLISHER | 11
OUR FOCUS: YOUR SUCCESS
12 | SUBURBAN PUBLISHER | March 2011
Say hello to the new AFL.
Voorhees NJ • Secaucus NJ
March 2011 | SUBURBAN PUBLISHER | 13
Newsroom lessons learned during community crisis
TANYA HENDERSON due to an office renovation – they were all,” says Hayt. alone,” says Hayt. “We thought we had
living out of boxes. As Hayt says, “it was In terms of mobile, it’s critical that bases covered – we didn’t.”
the perfect storm.” when staff arrives on scene that they The statement was quickly removed
There are a number of lessons learned have the right equipment. Who has from their site, but it still haunts them
when a massive story unfolds in your smart phones? Do photographers have today.
community. To start, Hayt says you need cell phones that can take photos? Who
to look at your disaster in the field have laptops? THE BIG LESSONS:
and mobile plans. How will this information
The Star had an older “It’s critical be disseminated? Also Focus on your community and be
plan based on another that when important is having a sensitive to that community. Corella
Advertising & Membership shooting that had taken social media policy. mentioned that some of the victim’s
staff arrives on
place in 2002, but quickly Corella mentioned families did not want reporters inside the
realized it was out of date. scene that they that they had to recon- funeral. They respected their wishes.
We were all glued to the coverage of She mentions that you have the right figure their home page Watch your language – don’t use words
the tragic shooting in Tucson. SNA in need to develop a “phone to accommodate more like “healing” a day or two after a shoot-
partnership with APME developed a tree” – a hierarchy of who headlines and reader ing when people are still reeling and
webinar to share lessons learned from contacts who and it’s criti- photo submissions. It grieving from the event.
a major news story, in this case the cal to keep it updated. was also important to And remember your staff in all of
Tucson shootings. The lessons learned Working on separate floors, even have a gatekeeper; someone who can this – they are also part of that com-
were fascinating and should greatly separate rooms when this large of an determine how information will be com- munity and may have known the victims
assist others in developing disaster event happens won’t work – you need municated to others. The Star had many involved or the in this case the shooter
and mobile plans. to be together. Who will be your first other reporters and groups constantly or his family.
responders? The Star’s government team contacting them for information. They If you are interested in purchasing the
Teri Hayt, Managing Editor, and Poli was the first responders for this story. decided to stay focused on the com- recordings and presentations in their
Corella, Metro Editor of the Arizona You may need to develop different munity and not get sidetracked in this entirety from the two-part series, contact
Daily Star opened the webinar with a responder teams based on the situation. area. SNA at email@example.com.
picture of the newsroom that fateful day For instance, they have a separate team Their motto to “get it right before get-
– a typical Saturday with a skeleton crew that works the wildfire stories and meets ting it ﬁrst” became real after they brieﬂy Tanya Henderson is the Membership
that within an hour became “all hands yearly with the forestry service to keep reported that Giffords had died based on Relations Director with SNA. She can be
on deck;” a newsroom that was also numbers and information up to date. reports from NPR and CNN online. reached at 804.262.3341 or by email at
challenged by temporary work quarters “Don’t think one size is going to fit “The decision is yours and yours Tanya.firstname.lastname@example.org
South Unit is wicked good DV
Contributions from Alice LEHMAN COMMUNICATIONS CORP.
Coyle, Wicked Local Halifax
GateHouse Media New England’s South
unit cleaned up at last month’s NENPA’s LONGMONT (CO) TIMES-CALL
annual Better Newspaper Contest, taking 20,700 daily circulation
home 34 awards in a competition that
LOVELAND (CO) REPORTER-HERALD
draws more than 3,000 entries from news-
18,200 daily circulation
papers throughout New England.
South unit reporters, editors and pho- CAÑON CITY (CO) DAILY RECORD
NENPA’s weekly Journalist of the Year Susan
tographers won awards in nearly every 7,700 daily circulation
Parkou Weinstein and weekly Photographer
editorial, photography and web category of the Year Robin Chan show off their prizes and affiliated publications and websites
in the contest culminating with Raynham at the annual awards banquet.
Call reporter Susan Parkou Weinstein being
named the weekly Journalist of the Year and Entertainment reporting, Coverage of a
Mariner staff photographer Robin Chan Racial or Ethnic Issue and General News
named weekly Photographer of the Year. Story, to Human Interest Feature, Sports
“It was terriﬁc to see so much of the Column, Transportation/ Commuter
hard work pay off for our journalists at this Reporting, and Web Special Section. South
year’s award’s ceremony with the number unit photographers won ﬁrst place awards
of awards we received,” Editor in Chief for Feature, General News and Sports pho-
Gregory Mathis said. “Not only were many tography.
journalists recognized, but recognized in “I could not have been prouder of
a wide range of categories. It was truly an our entire staff and management team,” PRAIRIE MOUNTAIN PUBLISHING
impressive showing and further validates South unit Publisher Mark Olivieri
what we try to do daily on our websites and said. “Thirty-four NENPA Awards is one We are pleased to have represented
weekly in our newspapers – report, write year is a remarkable accomplishment. To Lehman Communications Corp. in this transaction.
and publish stories and photos that matter then have 14 ﬁrst-place awards including
to our readers in print and online.” Journalist of the Year and Photographer Dirks, Van Essen & Murray
The unit won 14 first-place awards of the Year made it our most decorated Santa Fe, NM t: 505.820.2700 f: 505.820.2900
for categories ranging from Arts & evening ever.” www.dirksvanessen.com
14 | SUBURBAN PUBLISHER | March 2011
Continued from page 2 | Open Newsroom SNA Member News:
Q Among other aspects of your new
newsroom is an ‘open to the public’
and community members who want to get
started, we offer free use of our ofﬁces and Aurora Sentinel is sold; Cochran ‘retires’
Newsroom Café with inexpensive coffee and equipment, training in working with blogging
pastries for sale, along with free WiFi. How templates, editing video and other technology Harrison Cochran, the reigning SNA Dean Lesher award
has this been received by the community and journalism topics. We have a full-time winner, has retired from the Aurora Sentinel (CO) upon the
and how do you manage this quasi-retail “Community Engagement Editor” who is recent sale to the Aurora Media Group LLC. New publisher
environment? Do you staff it? primarily tasked with this. For many of our James Gold, former senior executive with New York Times
partner bloggers, RegisterCitizen.com is their Regional Group, will direct operations of The Sentinel
A The café has been used for everything
from informal weekly women’s knitting
number one referral source for trafﬁc, which
can beneﬁt them ﬁnancially if they are selling
newspapers and associated media products.
As news of the transition spread, Cochran mused what
circles, to a study area for high school and their own ads or they are hooked up with is next and said “The honest answer is, “I don’t know.” My
college students, to a meeting place for old Google AdWords or a similar program. In the wish and bucket lists are long, and I suspect it will include
friends and entrepreneurs plotting their next long-run, we see ourselves as stepping in to writing, some consulting to the publishing industry with Harrison Cochran
startup. Free WiFi, for one thing, is not avail- help sell ads on this blogging network. skiing and ﬁshing mixed in for good measure. Seeing my
able in very many places in our community. daughter through her last years of college is high on the list, too.”
We were careful to approach the café part
of this project with realistic expectations. It Q I imagine there could be some push-
back from your staffers. Tell us about
The Aurora Sentinel — daily, weekly and online news and advertising source to
the state’s third-largest city —came under control of new owners Feb. 24, according
was not realistic to get into the restaurant the reaction? How have you fostered a spirit to ofﬁcials from AMG and the sellers, the Aurora Publishing Co.
business, with health permits, etc. So we have of cooperation and acceptance among your
pastries delivered individually-wrapped from pro journalists?
David Nesenoff, famed for Helen Thomas interview, appointed
a local bakery, and we have a restaurant-grade
publisher of The Jewish Star
Keurig machine for coffee that is basically
self-serve. We extended classiﬁed advertising A Fully getting the concept of openness
and transparency has been a process,
representative hours to match the hours of but an exciting one. We have taken what would Seven months ago, an interviewer's softball question to
the café being open so that staff who already have been internal discussions on policy over Helen Thomas, the dean of the White House press corps,
handle money could take care of that aspect online story commenting, corrections, etc., "Any comments on Israel?" led to the explosive answer
of the operation. That avoided the need to and held public meetings about them and that cost Thomas her job. Her proclamation for the Jews to
hire people just to deal with the café. reached out via social media, live chats and "get the hell out of Palestine... and go home to Poland and
more to engage our readers. One of the things Germany..." made news around the world. It also brought
Q You run a ‘Fact Check’ box at the end of
every story on your site which enables
that has perhaps helped us overcome any
hint of reluctance from the staff has been the
notoriety to her interlocutor, David Nesenoff who has been
appointed publisher and editor of The Jewish Star by the
readers to set the record straight if they spot amazing amount of goodwill this project has paper's owners, Clifford and Stuart Richner. David Nesenoff
wrong or inaccurate information. What do created in the community. Readers are kind The Jewish Star is distributed in Nassau, Queens and
you do with these comments? of shocked at how open we are, and also at Brooklyn. Founded in 2002, the Jewish Star is owned by Richner Communications
how much we are “giving away.” Inc., in Garden City, NY.
A When we get a “Fact Check” report, it
goes back to the reporter and editors
Q If a paper could do just one or two of
Mary Lou Fulton named to Shaw Media Board of Directors
who worked on the story to investigate, or an the features of the open newsroom,
available newsroom staffer. Once the mistake what aspects would you recommend?
is conﬁrmed, we change the online version of Mary Lou Fulton was elected to Shaw Media's Board of
the story, note the correction at the bottom
of the story, and run formal corrections in A Start with an open environment online
– do something like the Fact Check box,
Directors last month.
"Her acceptance of this important responsibility is great
our print edition (if the story appeared there) overhaul your corrections policy. Peel back news for our company, which is strategically building
and our online corrections page. I would the curtain and be transparent about how you talent at every level in the organization," said Tom Shaw,
point people interested in this idea to The report the news and in admitting when you’re President and CEO of Shaw Media. "Our future depends
Washington Post. They recently unveiled a wrong. Link to other sources of information. on our people, and Mary Lou is a wonderful addition. We
Fact Check program that is a huge improve- Use social media to engage in a two-way are so happy she is joining our team."
ment over what we have done. We’ll be copy- conversation with your readers instead of A self-described media optimist, the Long Beach, Calif.,
Mary Lou Fulton
ing them soon! You can see there page here: just pushing out links to stories. Find ways to native, brings 23 years of experience in the media and
www.washingtonpost.com/wp-srv/interactiv- develop a face-to-face relationship with your publishing industries. Fulton's career has included everything from starting up
ity/corrections/ community. It could be a newsroom coffee a community newspaper to leading Internet start-ups during the dot-com boom
shop, or regular forums on important local and overseeing nationally recognized new-product development at the Bakersﬁeld
Q Your new newsroom also includes
workstations for area bloggers to freely
topics at the library’s community room. Californian.
use. Do you recruit them to write exclusively
for your news sites, or do you reach out to Q Any tips for other publishers who
might be considering similar conver-
Publisher Arthur W. 'Nick' Arundel dies at 83
bloggers who already have their own blogs? sions? Practices to emulate? Avoid? Fauquier Times-Democrat publisher Arthur W. "Nick"
Are they volunteer? Arundel died in his sleep at his beloved Merry Oak Farm
A Our Community Media Lab is all about A Capitalize on unique strengths or needs
in your community. Fill a void. Be an
His death came on the eve of yet another honor in a long
“the link economy.” We don’t need to entrepreneur instead of continuing to tweak list of local, state, national and international acclaims. At the
“own” or have exclusive rights to the work a model the audience and advertisers are age of 83, Arundel was to be named the Outstanding Virginian
of local bloggers. Rather, we work with the abandoning. Set realistic expectations and of 2011 by the Virginia General Assembly today.
community at-large to build up a network small goals, and most of all, don’t abandon the Arundel was one of the founding fathers of SNA and served
of citizen journalists who provide local and basic principles of openness and community on the Board of Directors. He was presented with the Dean
niche news and information we would never engagement because no one shows up for the Lesher award, the association’s lifetime achievement award, Arthur W. “Nick”
be able to get to, or in some cases, even know ﬁrst public forum you hold. Try something, in 1995. He also hosted SNA Fall Conference attendees in 1998 Arundel
about. We will link to a feed of posts from don’t be afraid to fail, then try something else. to a memorable reception and dinner at Merry Oak Farm.
existing blogs, only asking for a link back to And empower your department heads and His son Peter Arundel, a former member of the SNA Board of Directors, is now
RegisterCitizen.com. For existing bloggers staff to fail, as odd as that may sound! president and chairman of the board of Times Community Media.
March 2011 | SUBURBAN PUBLISHER | 15
16 | SUBURBAN PUBLISHER | March 2011
JasonTaylor, left , President and General Manager of the Chattanooga Times Free
Press interacted with attendees at the conference.
Community Contributor Training
Newspaper niche: Agency
Leading your newsroom is one thing; managing contributors from the general public
consultant for small businesses
is another matter altogether and the SNA Foundation, in conjunction with TANYA HENDERSON Press discussed how newspapers can trans-
form their sales organizations to be the
Poynter Institute’s NewsUniversity, is providing the FREE tools to help Advertising & Membership agency for these small businesses.
Relations Director “It’s no secret that a good idea can sell
you master the task.
– even in tough times,” said Taylor.
Small and medium businesses (SMBs) At the Free Press it was important to
are bombarded by media sales reps, yet elevate the position of creative.
This latest self guided e-course in a series produced by the SNAF has two parts – one these businesses need more help than ever “We are guilty of stiﬂing creativity in
with advertising placement and creative, our industry,” said Taylor.
intended for newsroom leaders and one intended for local contributors. according to Greg Swanson, President of Creative staff participate on sales calls
ITZ Belden. and in sales meetings. They keep ad “logs”
ITZ Belden recently conducted a study in order to know how much time is being
In Strategies for Managing Local Contributors, newsroom leaders who of SMBs in 47 states, and presented their spent on the creative process. These logs
complete the course will be able to: ﬁndings at the MultiMedia Key Executives can also be helpful when looking at pricing
Conference. your creative to the client.
Identify which kinds of community contributions might work best in your These merchants, who were newspaper He suggests taking an inventory of skill-
news organization customers, have a median spend of $10k sets at your paper and look at the creative
per year. They average 22 solicitations a culture – who has the passion? Keep their
Devise a specific plan for introducing community content onto your site month and listen to eight – that’s only two interest by entering industry contests, and
per week. They are buying ﬁve different developing your own. Taylor mentioned
Develop a plan to recruit and train contributors that includes directing them to the mediums on average, however, they are a simple “ad-of-the-week” contest where
contributor track of this course using different media depending on the peers vote on the ads. This can blossom
vertical or category of business. to ad-of-the-month or year and have the
Editors who want to train journalism basics to community contributors can Newspapers are poised to take on the advertisers vote on the best ads.
direct them to the companion course, Contributing to a Local Publication. main consultative or agency role that Taylor suggests taking a look at your
Once the course is completed, contributors will be able to: small businesses need. According to the self-promotion and being brutally honest.
survey: Look at house ads, rate cards, collateral
• Newspaper representatives are the materials, testimonials – who is controlling
number two source for advertising and your brand?
marketing information Develop new job descriptions and
• 65 percent of businesses surveyed would require portfolios. There could be four or
have confidence in print reps as an ﬁve levels of creative titles based on what
agency they are required to do (for example spec
• 72 percent are conﬁdent in their efforts ads). It gives them an opportunity to grow
Access The Community Journalism Series e-course at as consultants within the organization and you build in
www.newsu.org/UserGeneratedContent Now is the time for newspaper execu- accountability.
tives to step up and consider the agency In terms of sales rep training Taylor says
approach. the best thing you can do is videotape
Swanson mentioned two newspapers them. They can see visually what they
companies going this route: The Houston are doing wrong and right, and it helps
Chronicle, where they are assisting more sales reps to view one another and learn
from a buying perspective; and The Palm from each other.
Beach Post, which is consulting more from In terms of pricing, you may want to
the creative side – for example, new cus- charge commission on placements like a
tomers receive a multi-media marketing true agency would. Taylor recommends
campaign via video, billboards, etc. a universal hourly rate. Some compa-
During a separate session at the confer- nies offer discounts up front while others
ence, Jason Taylor, President and General offer general vs. speciﬁc contracts or even
Manager of the Chattanooga Times Free turnkey-offerings.
March 2011 | SUBURBAN PUBLISHER | 17
Newspapers of the Year: Take a bow
Bragging rights aside, the SNA Newspapers of the Year for journalism underway at local newspapers. of our industry and commend all of the hard-working and
non-daily publications with circulation over 37,500 have SNA President Nancy Lane is not surprised by the many praise- dedicated employees who make the daily miracle a reality
much to crow about. worthy newspapers which competed in the contest. in their towns,” said Lane.
Judges from Chicago’s Loyola University Journalism “Suburban and community newspapers remain vibrant In this installment of our Newspapers of the Year series,
Department bestowed high praise on the selection of twenty- and well-respected in the communities they serve, primarily we are spotlighting the winners in Class D, for non-daily
two newspapers in the annual NOY contest and were espe- because of their deep and caring coverage of local news and newspapers with circulation over 37,500.
cially impressed at the deep involvement in the investigative events. I am exceedingly proud to represent this segment Look for additional winners in future issues.
THE OAKVILLE A tradition
SAVE UP TO 60%
at the Upper Oakville Shopping Centre
Centre Just a Countertop
3375 Laird Rd.
Voted Ontario’s Top Newspaper Four Years in a Row - 2005, 2006, 2007, 2008 Artscene Unit 2, Mississauga.
A member of Metroland Media Group Ltd. Vol. 48 No. 57 “USING COMMUNICATION TO BUILD BETTER COMMUNITIES” FRIDAY, MAY 21, 2010 48 Pages $1.00 (plus GST)
By David Lea
OAKVILLE BEAVER STAFF
Hundreds of protesters marched on Ford’s corpo-
rate headquarters in Oakville Wednesday afternoon
calling on the company to ‘do the right thing’ regard-
ing the 900-megawatt gas-fired power plant
TransCanada wants to build on the Ford-owned lands
of 1500 Royal Windsor Dr.
the protest, Cit-
“We are saying there is an
izens for Clean Air opportunity for Ford, if the
(C4CA), has a num- plant does go ahead, to
ber of health and help us make sure it is the
safety concerns cleanest, safest plant for
about a power
plant being less
Ford’s neighbours, for
than 400 metres Ford’s employees and
from the nearest for Ford as a good
residential neigh- corporate citizen.”
They want Ford Frank Clegg, C4CA chair
to support and
fund an individual
environmental assessment of the Oakville Generating
Members of C4CA feel saying yes to such a request
would be in keeping with Ford’s publicized commit-
ment to safety.
MICHELLE SIU / OAKVILLE BEAVER “We know that Ford has entered into a business
C4CA PROTEST: Protesters of all ages gathered at the Oakville Ford plant on Wednesday to oppose TransCanada's proposed gas-fired power transaction with TransCanada and we are not asking
plant. The proposed plant would be built on a Royal Windsor Drive property sold by Ford. See C4CA page 3
243 SPEERS ROAD, OAKVILLE • BETWEEN DORVAL & KERR
IN THE OAKVILLE HOME IMPROVEMENT DISTRICT
JUDGE’S COMMENTS: 1st Place Newspaper of the Year - Tie
1st Place Newspaper of the Year - Tie
OAKVILLE BEAVER ST. LOUIS AMERICAN “Respectable news content covers
Metroland Media Group, Ltd.
“Strong, hard-hitting news stories American Publishing Company happenings in community.”
/Halton Division exploring important social issues
“Beautiful, clean design; linear layout.
in community.” St. Louis, MO Page 2 ‘Hot Sheet’ attractive. ‘Living
Oakville, ON, CA It’ section is lovely.”
“Strong news content makes this
Editor: Ron Jerred Editorial Director: Chris King “This is an example of a true com-
a winner.” munity newspaper.”
2nd Place Newspaper of the Year 3sd Place Newspaper of the Year
BETHESDA/CHEVY CHASE GAZETTE
ABBOTSFORD NEWS Community Newspaper Group
Black Press, Ltd. of Post-Newsweek Media, Inc
Lower Mainland Publishing Montgomery County Gazettes
Abbotsford, B.C., CA Gaithersburg, MD
Editor: Andrew Holota Editor: Melissa Chadwick
JUDGE’S COMMENTS: JUDGE’S COMMENTS:
“Does some impressive investigative
reporting while also covering nitty- “Decent effort to cover news and
gritty news.” local events in area.”
“Clean, linear design. Good use of “Clean lines. Good use of color
photography.” photography. ‘Scene’ section a
“‘Burning Questions’ incineration
series impressive for its depth and “Quality of design of special sec-
tions is impressive.”
18 | SUBURBAN PUBLISHER | March 2011
SNA’s photo of the month
ANTELOPE VALLEY PRESS
A young boy sits on the edge of the gate admiring the high view of the snow covering the Antelope Valley at Lamont Odett Vista View Point.
Show your photojournalistic pride! Submit photos and cutlines to: email@example.com.
update: Help Wanted
DEANNA LEWIS it’s a good opportunity. As always,
I’m happy to brainstorm with you
and help get a local effort underway.
AD DIRECTOR CIRCULATION SALES MANAGER:
Feel free to contact me. Packet Publications, based in Princeton, New Packet Publications seeks a dynamic circulation sales manager
Meanwhile, The Classiﬁed Avenue Jersey, seeks a dynamic, motivated sales profes- to lead our circulation sales team. The successful candidate
network is holding steady. We are sional to lead our 25+ person sales team in this will be a “hands-on manager” with a sense of urgency willing
upscale market. to work with staff and independently to generate circulation
considering some new programs,
sales and retain customers, both single copy and mailed
tying in newspapers with specials The successful candidate will have 5+ years home delivery.
Director of Sales
promoting certain categories of sales and sales management experience,
SNA Staff throughout the year. We’re also preferably at a weekly newspaper group and Experience in the newspaper publishing ﬁeld, speciﬁcally
putting together display house ads will demonstrate the ability to generate new group weeklies, is preferred. Should have ﬁve or more years
business while leading sales teams focused on experience in publication sales and retention preferably at a
The winter doldrums are almost a for any newspaper that would like
retail, classiﬁed (telesales) and online. weekly or group of weekly newspapers, preferably at least two
thing of the past, and I’m pleased to run them. They will have a blank
as a manager or director.
to report that, despite typical mid- space for the newspaper to drop Join our family-owned group of 11 award win-
winter blahs, the 2x2 network has their individual contact info into, ning paid community newspapers, 7 free weekly Packet Publications publishes 11 award winning paid com-
been doing fairly well. We had a few and will help promote the network total market coverage tabs, a weekly arts and munity newspapers, as well as seven free papers, an arts
entertainment magazine, a semi-monthly glossy and entertainment weekly, a glossy monthly magazine and
weeks with a real estate land ad, and that can bring in extra revenue. Our
magazine, numerous special focus newsprint
Caravan Tours has been running a network and readership numbers are centraljersey.com. Come join our team as we prepare to
magazines, a commercial printing operation and
celebrate the 225th anniversary of the Princeton Packet’s ﬁrst
1x2 ad for a six-week run, and we are strong, and very appealing to clients a growing web presence - centraljersey.com.
issue, published in 1786.
hoping for a renewal for March. seeking regional and/or national
Come grow with us, a company with a future and Send resume to:
Caravan is promoting Costa Rica exposure.
a history dating back to its ﬂagship newspaper, The Princeton Packet, Inc. (PP), Attn: Human Resources
and Panama travel and seems to be Keep an eye out for these new and PO Box 350,
The Princeton Packet, ﬁrst published in 1786!
getting good results. If you are part exciting offerings we hope to roll out Princeton, NJ, 08542
of the 2x2 network, it’s easy to build soon. And, enjoy the forthcoming Send resume to or email: firstname.lastname@example.org
a travel page around these ads – take Spring and the breath of fresh air it email@example.com Visit our website at www.centraljersey.com.
a look at your local market to see if brings to us all! EOE/M/F/D/V
March 2011 | SUBURBAN PUBLISHER | 19
Show Advertisers Your Total Media
Footprint with ABC’s Consolidated Media Report
The Consolidated Media Report gives you the power to choose
data elements, graphics and charts to create the report format
that best tells the story of your newspaper’s brand.
Because ABC audits all data on the reports, advertisers know it is reliable.
Reports can include:
• Paid circulation • Free distribution
• Magazines • Non-paid products
• E-mail newsletters • Text alerts
• Mobile distribution • Website trafﬁc
• Print readership • Online readership
• Social media metrics • And more
As your newspaper continues to evolve, so will ABC.
Ready to create your report?
Contact an ABC marketing and sales manager:
Bridget Fleagle Kristina Meinig
(224) 366-6356 (224) 366-6412
20 | SUBURBAN PUBLISHER | March 2011