California Publisher Fall 2011

Fall 2011

Volume CI, No. 3

Weinberger was 1998 president Martin Weinberger could have been a pro baseball player. He could have gone places in the larger world of publishing, or politics.

But he devoted nearly his entire working life to the Claremont Courier.

Weinberger, longtime editor and publisher of The Courier and CNPA’s 1998 president, died July 5, 2011, at Pilgrim Place Health Center in Claremont. He was 82.

“He always felt community newspapers had a future because of the ability to engage people and get them involved,” wrote

his son, current Courier Publisher Peter Weinberger, in a tribute.

“It works two ways,” Martin Weinberger said. “One is you’ve got to get people interested in the community and take part in what’s happening. The other part is for them. It’s important to understand what Claremont is like, what it’s doing, where it’s going.”

“He was a critic, yet champion of the town that was dear to his heart,” Peter Weinberger wrote of his father. “He once

referred to Claremont as ‘an island of culture in a sea of slobs.’ Yeah, that was Martin Weinberger, all right.”

Martin Jay Weinberger, born in New York City, liked to write weather reports as a fifth grader. He moved to Los Angeles when his father sought work with the film industry. He wrote sports and edited while at Los Angeles High School, then attended Los Angeles Trade Tech College before See WEINBERGER Page 4

Five

Martin Weinberger was editor and publisher of the Claremont Courier from 1955 to 2008.

can’t-miss opportunities

Revenue, learning, policy, b-to-b deals all for the taking In the daily hustle, maybe you’ve caught just a glimpse of the benefits your trade association provides. Not to worry. Here’s a quick checklist of the latest: Networks + numbers = revenue CNPA’s portfolio of advertising opportunities makes it obvious: If your company is not in one of our ad networks, you must not need revenue in these tough times. Your participation in one or more networks only enlarges the reach of the networks. And including your network in your local sales efforts benefits your company and your industry.

With your participation, CNPA Advertising Services is working faster and smarter than ever on valuable prospects and programs. CNPA’s Wolf Rosenberg tells you more on Page 5.

1.

More and more partnerships Strength in numbers is paying off in several partnerships CNPA has entered for its members. Among these are publishers’ insurance coverage through Hiscox, CaliforniaAdConnect online classified aggregation through ADPerfect, and “StickyAd” creation and delivery through Staples Print Solutions.

Special arrangements CNPA has made with other associations also can benefit your company. Two of these are the Suburban Newspaper Association’s Publishers’ & Advertising Directors’ Conference, Sept. 13-16 in Arizona; and Inland’s Mobile and Social Networking Boot Camp, Sept. 27-28 in Oregon.

These and more services in the works can provide smaller-market members with some of the same tools and services utilized by larger newspaper companies. We’ll alert you when we add to the partnership list.

2.

See OPTIONS Page 10

Happy campers Commemorating the 60th running of the California Scholastic Press Association high school workshop at Cal Poly, San Luis Obispo in July are, clockwise from top left: Steve Harvey, Larry Welborn, Gil Chesterton, Art Aguilar, Jay Berman and Stan Kelton. These gentlemen and many others in the all-volunteer workshop faculty were students in earlier decades at

Publisher Profile

Arnold and Karen York Malibu Times/Capitol Weekly

Pg. 3

Legal Helpline ........ 2

Advertising ..... 5 Outreach ........ 7 People ......... 14

Online Legalities ....... 4

California Newspaper Publishers Association

the CSPA event, which has its roots in a sports-writing workshop created by William Randolph Hearst in 1950 for student writers at his Los Angeles Herald-Examiner. Attendees of the 21st Century workshop, an intensive two-week affair, learn all the fundamentals along with the latest news-distributing technology. Learn more at cspaworkshop.org.

Observe six rules for effective social media communication

I N S I D E

From the President ........ 2

CHRIS CARLSON/SPECIAL TO CALIFORNIA PUBLISHER

By Landy Chase Special to California Publisher As the selling profession transitions from traditional to digital methods of initiating relationships, it is important to remember that there are significant differences between traditional and digital methods of communicating. Below are six “rules of the road” for building online relationships with business contacts: Be yourself Write to others as you talk to others.

Show your personality. Be real. People who don’t know you at first will warm up to you quickly by getting to know you in this way.

You will never meet all of them in person,

Landy Chase

You are talking to people, not computers The world of online communication lends itself to being impersonal, if we so choose.

After all, there is an element of anonym-

Obituaries .... 12 2000 O St., Suite 120, Sacramento CA 95811 (916) 288-6000

but they will be much more likely to follow you – and recommend you to others, a key to your success in building your footprint – if they find you to be a likeable, genuine person through the way that you write.

Fax (916) 288-6002

See SOCIAL Page 10

www.cnpa.com

2 California Publisher Fall 2011

T H E C N PA M I S S I O N To champion the ideals of a free press in our democratic society and to promote the quality and economic health of California newspapers

Our industry mobilizes Coming soon: Solutions best with member input for you, on the double essary steps so that each proposed These are challenging times amendment can be discussed for newspapers everywhere, and voted upon at the next board and an energized CNPA has meeting. never been more important to the continued success of its z The 2012 CNPA Press Summit 800 daily, weekly, monthly and will be held next May in San Jose. campus members.

Direct input from members is At the same time, members essential to maximize attendance have never been more imporat the Summit. tant to CNPA. Please spend some time thinkThe CNPA Board of Directors ing about what it would take to FROM THE is taking a number of important make this Summit a “must attend” PRESIDENT steps designed to make our for people in your organization, Ralph Alldredge and pass those thoughts along to organization more responsive and more effective in meeting Summit Committee chair Cynthia member needs.

Schur.

Here are some highlights of the July For example, is there a speaker who board meeting. would influence that decision, such as a presidential candidate or a leading figure in z Nearly every director present at that business, journalism or technology? meeting and a number of those who could Each board member has also been asked not attend have agreed to serve on one to provide thoughts on that subject so that of the new CNPA committees or to make timely invitations can be sent. someone from their organization available It is important to remember that everyfor that purpose. More participation is thing this organization does is done for all needed on these committees. To volunteer, of its members – not just those who serve contact me by email at alldredgelaw@ as its board, staff or officers. Without direct gmail.com or by phone at (510) 375-7200. input and participation from members, z The board considered two potential amendments to the bylaws that could make CNPA can never achieve that goal.

While it may be difficult for any of us to the board more effective and give indifind the time for trade association business vidual members more direct participation in the current economic environment, by in the organization. making our trade association more effecOne would allow us to benefit from tive, we can do things collectively that are the experience of former officers without beyond the powers of any member, and increasing the size of the board by authothat can help us all. rizing the appointment of all former CNPA Membership participation is essential to presidents as ex officio board members. the success of CNPA, and that participation That step would also open the two board will enable it to make each of its members seats currently reserved for ex-presidents more successful. to new members.

Do you have a Summit idea? Contact The second proposal would authorize Cynthia Schur at (805) 739-2154, or email member voting by electronic means to cschur@santamariatimes.com permit members to vote upon the election CNPA President Ralph Alldredge is pubof officers and any other appropriate matlisher of the Calaveras Enterprise in San ters without being physically present at the Andreas. You can contact him at alldredannual meeting. gelaw@gmail.com or (510) 375-7200.

Staff has been instructed to take the nec-

CALIFORNIA PUBLISHER

So what are the rules, and how Newspaper staffs are chaldo we get started? Presenters are lenged to do more with less. limited to CNPA newspaper staff Fewer resources, fewer people, and Allied Members. Program time less time, less everything. will be 5 to 15 minutes, no longer, The industry needs to innoand CNPA staff will vet concepts vate now, and within budand presentations to ensure a fine get. Nothing about this new balance between speed and quality paradigm means you or your and to weed out pure sales presenemployees need to be less well tations. trained. We all need to work Presenters will tell how they did harder AND smarter. We need EXECUTIVE it and what they accomplished. If training on the basics, we need REPORT your coffee gets cold, it’s gone on updates on new opportunities Tom Newton too long. Programs will be free to and potential threats, we need members, and sponsorships are exposure to new ideas and we available. need to communicate with each other.

The benefits are manifold. CNPA Allied In fact, innovative ideas and proven Members get a new opportunity to share solutions abound within California newstheir expertise and expose their products papers and among those businesses that and services, without making a sales pitch. serve them: CNPA’s Allied Members. Look CNPA newspapers and their staff will be at any CNPA Bulletin and you’ll find all able to share new revenue kinds of stuff happening at a ideas, production efficiencies dizzying pace. and ideas for creating compelCNPA believes it has ling content with their fellows, struck upon a new way to with all participants benefitget this pent-up informaing from the brief encounter. tion within its membership Your employees will be able shared and people trained, to get new ideas and training for new ideas and new alliwith no cost and without leavances to flourish. ing their office or putting a While one-hour, half-day big hole in their workday. or longer seminars and If you or your staff have an webinars, or longer conferimportant message for any ences are great and necesaudience within the indussary, CNPA believes there try and can deliver it with is a strong market for webextraordinary speed and style, based training sessions that are between 5 and 15 minutes in length. No drop a note to Joe Wirt (joe@cnpa.com) or call (916) 288-6021. Look to the CNPA introductions, no asides, no room for fat, Bulletin for upcoming programs and dates, just the heart and soul of an idea or innoand please encourage your staff to particivation presented for your advertising, propate as presenters and learners. duction and editorial staff to gain ground As always, reach me anytime at (916) on the competition. Picture the presenter 288-6015 or tom@cnpa.com. sitting on the edge of his seat and fairly Tom Newton is CNPA’s executive direcspitting, “I’ve got a lot of ground to cover tor. and not much time, so let’s go!”

No exemption for hiding data

Q:

Published quarterly by the California Newspaper Publishers Association 2000 O St., Suite 120 Sacramento, CA 95811 Fall, September 2011 Thomas W. Newton Executive Director Joe Wirt Editor Diane Donohue Advertising Sales California Publisher USPN 084720 ISSN 0008-1434 Subscriptions are $15 per year.

California Publisher is printed by Paradise Post Printing.

you,” is insufficient and does not The city that I cover satisfy the city’s legal burden. The has a workplace polCPRA exemption that most likely icy called “9/80,” in would apply allows the city to withwhich the city allows hold “personnel, medical or other employees to work 80 hours in similar files, the disclosure of which nine days and get the tenth day would constitute an unwarranted off. I want to see if there is a invasion of personal privacy.” decline in city services because While these types of cases must of this policy. be analyzed on a case-by-case basis, I made a CPRA request for the HELPLINE several courts, Bakersfield City names and titles of the employJim Ewert School District v. Superior Court ees who work the 9/80 schedule.

CNPA General and Braun v. City of Taft have The city refused to give me the Counsel held that, generally, the personnel requested information. I folexemption was developed to protect lowed up with a request asking against the disclosure of intimate for the total number of tenth details of an employee’s personal and famdays taken off (called regular days off or ily life, not official business judgments and RDOs) so far this year by all employees who are on the schedule. The city’s response was, relationships.

Additionally, the California State Supreme “We let each department handle that and so Court, in International Federation of we cannot tell you.”

Professional and Technical Engineers v.

I believe that is nonsense. Can the city Superior Court, ruled that public employees legally withhold this information? don’t have a reasonable expectation of priProbably not. The CPRA requires vacy in their salary or compensation information. However, the court recognized that the city to identify what, if any, if disclosure of this information might pose a specific exemption allows it to threat to certain law enforcement employees, withhold the requested informaan agency may otherwise withhold the infortion. The city’s response, “We cannot tell

A:

mation.

Unless another exemption is applicable or the city can articulate that disclosure of an employee’s work schedule could reasonably pose a threat to the employee, the names and titles of the employees working the 9/80 schedule are disclosable.

Regarding your request for the total number of employees who work a 9/80 schedule, the city’s response is nonsense. Individually identifiable information is not being sought, and I can think of no exemption that would allow the city to withhold this information.

Q:

Our city clerk wants to run a half-page public notice ad to list a summary of the ordinances passed by the city council last year. The copy she sent over contains 10 pages of single-spaced text that barely fits into a half-page and is in a point size that is so small, it makes it difficult to read. Is there a minimum point size for this type of public notice ad?

A:

Yes. California Government Code Section 6043 states, in pertinent part, that all notices by See HELPLINE, Page 4

Periodicals postage paid at Sacramento, CA. Postmaster send address changes to: California Publisher 2000 O St., Suite 120 Sacramento, CA 95811-5299

ADVERTISERS IN THIS ISSUE CaliforniaAdConnect.com ......................... 11 CNPA Allied Members Directory .............12-15 CNPA Foundation ........................................ 6 CNPA Governmental Affairs Day ................. 8

Graphic Communication Institute ................. 6 Hiscox ........................................................... 9 Kamen & Co. Group Services ..................... 12 Knowles Media Brokerage Services ............... 4

Reuters ...................................................... 9 Staples Print Solutions ................................... 6 TownNews.com .................................... 5 The Ultimate Print Source ......................... 16

Fall 2011 California Publisher 3

PUBLISHER PROFILE

Arnold and Karen York Malibu Times, Capitol Weekly Arnold York insisted that if he were profiled solo, he’d catch heck from wife Karen.

Along with handling the advertising and marketing side of the family business, Karen, runs The York Group, a health communications agency and executive search consultancy.

Though he did the answering for this profile, she definitely had a hand in it.

Well played, Mr. York ...

What sparked your interest in newspapers as a career?

I was a burned-out trial lawyer looking for something new to do, and a friend told us the Malibu Times was up for sale.

We already lived in Malibu so we bought it from the founder almost on a whim.

Karen said to me, “If you don’t like it we can sell it in a year.” That was 24 years ago.

What advice would you give someone interested in a similar career path?

I wouldn’t recommend print. The future, sadly, is in online and perhaps the other new technologies that will come along.

What’s the most important thing you learned along the way that prepared you to be a publisher?

Have your checkbook readily available.

What excites you about this business?

It changes all the time Before the publisher life, you were an attorney. What aspects of being a lawyer stuck with you as an editor and publisher?

In Malibu there are lots of development questions (meaning land use issues), environmental issues and regulatory issues, which all combine politics and journalism.

In Sacramento it’s all politics, power and legislation. The law is involved in all of this.

Tell us something about the community the Malibu Times serves.

Malibu is a small (13,000) high-end, highly educated, very literate, slightly older, very environmental, showbiz-oriented local community, with 15 million tourists in the summer.

Tell us a little about your digital products. And what is your role in them?

We have a website for the Malibu Times (malibutimes.com) and the Malibu Times Magazine (malibutimesmag.com), Facebook page and send out continuous email alerts of breaking news. My role is to try and keep up with what the kids are doing and try to monetize these efforts.

You’ve owned Capitol Weekly since 2005. Give us some background on this venture.

I’ve always been a political junkie. I was the UCLA graduate student body president while at UCLA Law School, a state senate staffer immediately after law school, later President of the California Children’s Lobby.

The plan was for my son Anthony and me to take the Capitol Weekly newspaper, which was then just a jobs paper, and turn it into the Sacramento version of a political newspaper like the Washington, D.C. newspaper Roll Call. In that we have largely succeeded.

Publishers should sign up for the daily Roundup, which is free, and check out our website regularly, as many Sacramento stories are going to ultimately end up as local stories, because Sacramento has the money.

Karen and Arnold York at the Malibu Times’ annual Dolphin Awards, which honors local citizens of the year. They’ve sponsored the awards for 20 years.

Tell us a little about Midtown Monthly, the color magazine that’s found in some of Sacramento’s best delicatessens.

Midtown Monthly is a 16,000-circulation monthly community magazine that catches many of the Capitol community where they live and play, as opposed to the Capitol Weekly newspaper, which gets them at work. We publish it with the same staff and some freelancers.

You get to spend a lot of time in Sacramento. So you tell us: what’s your favorite lunch spot near your offices?

I like pubs, so Gallagher’s is where I go regularly for lunch, and also the Waterboy or Mulvaney’s in Midtown.

I’m on a daylong cruise down Highway 1 and need some road food.

Where should I stop in Malibu?

Neptune’s Net at the county line, Malibu Pier restaurants, Dukes Malibu closer to LA. What’s your best newsstand there (one that sells all the stuff I’ll need to read for a trip to the beach)?

Some of the markets aren’t bad, but the best and only newsstand is in the Malibu Colony Plaza shopping center, near the Malibu Colony.

How has the downturn affected readers’ buying habits in Malibu?

The recession has taken us down about 15 percent, and the real estate drop is steeper than that.

It hit us a little later then many highend communities but has begun to climb back, but ever so slowly. Even people with money have become much more cost conscious.

What (besides selling more papers, at a price that pays the bills, plus a little extra for the publisher’s pocket) are some of the ways the industry can preserve newspapers in our communities?

We have to organize as an industry and cut statewide or regional deals with the high-tech giants like Google, or Apple, Microsoft, etc. If content is king, we’re just giving ours away, which is plainly stupid.

I firmly believe we ought to put out an RFP to the entire high-tech industry and say, “This is what we have: millions of readers,” and ask them what they can do for us.

Amid competition for people’s time, how should newspaper companies strive to deliver must-read content?

I believe the old objective news model is damn near dead. People seem to want analysis and opinion. That’s where American journalism started so I guess we’ve just come full circle.

You write a column. Why? And why should other publishers put a value

PERSONAL STATS Name: Arnold G. York Born: April 5, 1937 First job: Delivered the now defunct Brooklyn Eagle newspaper Current job: Publisher, Malibu Times and Capitol Weekly in Sacramento Family: wife Karen; sons Clayton, Anthony, Mark Education: B.A., Brooklyn College; J.D., UCLA Law School Community involvement and diversions: Chair of Malibu Business Roundtable, member of many community boards and charitable organizations

on communicating directly with readers?

A local newspaper needs a local voice, for better or worse.

Where do you find your hires? What makes a good Malibu Times employee?

Many are local people or from the surrounding communities, usually women, and they could all make more money in the city, but they don’t want to travel as far or they want a job that is family friendly, which ours is.

Having family as part of your operations can be an asset and a hassle.

Give us an example of each.

It’s a delight to work with Karen and my son Anthony, who edited Capitol Weekly, but when you’re in business with family your job doesn’t end at the end of the workday.

It’s a demanding business climate that’s becoming even more challenging. Any advice on balancing work and life?

I’m still working on that one.

What’s one professional talent you’d like to add or improve if you had more time?

I wish I could better understand all this new technology so I’d be in a better position to figure out what is crap and what is real.

I also envy Karen’s marketing and sales talent. I’m terrible at selling.

Above all, what are you most proud of?

Surviving in a tough newspaper business climate.

Any regrets?

Not really.

How has your membership in CNPA helped your business?

Immensely: It’s where I learned the newspaper business.

4 California Publisher Fall 2011

Can you really improve website commenting? and/or open and close the winEver since newspapers first dow for readers’ comments at made it possible for their readers varying times (e.g., say several to post commentary to articles hours after the article is first on their news websites, thoughtavailable) and similarly, “close� ful newsrooms across the country the window for reader comhave debated whether this feature ments after a collection of comcontributes to civil discourse or ments is received, particularly is instead, a well-oiled vehicle for if there is a rush of off-topic posters of anonymous invective. posters.

On some news websites, callous, Three: Ban and systematioff-topic commentary reigns – typONLINE cally block online abusers. Most ically written by “anonymous.�

LEGALITIES serial abusers of a news website, Legally speaking, unlike publishif banned and blocked from ers’ legal liability were such conTom Burke returning to the site (even if tent to appear in their traditional this is sometimes difficult to newspapers, publishers enjoy full accomplish) eventually move on. After all, federal immunity (under Section 230 of the most seek an online audience to harass, and ironically titled “Communications Decency the Internet offers millions of alternative Act of 1996�) EVEN IF comments are libelforums. ous or invade another’s privacy rights.

Finally, consider requiring all comBut having a legal license to publish vile menters to use their real names – rather remarks is little solace to publishers who are legitimately concerned that this popular than remain anonymous. (A column authored by a Google product design manonline feature is a growing detriment to ager that appeared in the New York Times their publication’s long-standing reputalast year advocated against allowing anonytion. What is a publisher to do? mous comments online.

Some publishers long ago decided to That’s a thought-provoking approach, moderate all reader comments. Like the but historically, anonymous speech is tolcontrol they appropriately exercise with erated in this country and it enjoys First their traditional print publications, they Amendment protections.) want to ensure that whatever content they Not only is stripping anonymity from don’t want to publish never appears on readers controversial, it is also often cirtheir websites. (This approach is consistent cumvented by the ability to use fake names. with the “traditional� view of publishers Nevertheless, empirically, tying comments – but for those in this camp, rest assured to reader names (and increasingly, reader that a publisher’s decision to moderate and photographs) tends to keep the commenedit readers’ online comments from includtary civil and relatively on-topic. ing unwanted content, too, generally will A recent post by Jeff Sonderman on not diminish their federal immunity under Poynter.org noted that news organizations Section 230.) that have turned to Facebook to power This “moderate everything� approach their online commentary (and to increase is the exception because such scrutiny is reader referrals) are seeing a higher quality editor time-intensive and therefore, expenof discussion. Sonderman highlighted the sive. Even moderated online commentary experience of the Los Angeles Times, which remains unsatisfying for some users (who recently installed Facebook Comments don’t want to be censored) and some pub(which uses real names) to moderate its lishers (who find it difficult to draw the blogs but continued to use a traditional appropriate line on free speech). software vetting system (which allows The vast majority of publishers rely on a pseudonyms) for its news articles. variety of automated commentary screenWhen The Times compared reader coming software to track the content that readmentary, Jimmy Orr, online managing ediers post to their news websites, and they tor noted, “By using Facebook, it has made openly invite readers to report abuses. a difference.�

However, these technical solutions do As Orr told Sonderman, “The level of little to curtail abuses from those who seek discourse – the difference – was pretty platforms to spew hateful content they stunning, offering the example of reader would never say in person. The technologicomments during the newspaper’s coverage cal solutions available to publishers are of a SF Giants fan who was beaten outside steadily improving, but they are currently of Dodger Stadium. far from a sure fix.

While the paper’s Facebook postings Short of curtailing online reader comrequired little monitoring – but still eviments entirely – which a few publishers on denced readers’ emotions – reader comthe East Coast did with great fanfare (but ments posted to the articles, Orr noted, only temporarily) last year – several low“immediately plunged into the lowest combudget options are available to publishers mon denominator – racism, threats, vulgardealing with this problem. ity. It was night-and-day.�

These options seemingly receive ample Whatever the solution – and it’s likely to consideration. be found in a combination of technology One is simply to not offer reader comand plain old common-sense editing – a mentary on every run of the mill article solution is surely needed. (and particularly those subject matters that Thomas R. Burke is a partner with the known by the publisher to usually attract San Francisco Office of Davis Wright only vile commentary).

Tremaine LLP, a CNPA Allied Member.

Two: Mix it up. Consider allowing reader comments for only a brief period of time for Contact him at thomasburke@dwt.com or (415) 276-6552. some articles (and monitor what happens)

HELPLINE From page 2 publication or official advertisements shall be set in type not smaller than nonpareil, and shall be preceded with words printed in black-face type, not smaller than nonpareil, describing or expressing in general terms the purport or character of the notice intended to be given.

According to “The Collaborative International Dictionary of English,� the type founders of the United States developed a name designation system for type size that is based on the pica body. This pica body is divided into twelfths, which are termed “points,� and every type body was named to

distinguish each point size from the others.

Nonpareil was the term used to designate the pica that measured six points in size.

Since Government Section 6043 requires all notices to be set in type that is no smaller than nonpareil, the smallest point size that can be used in public notice ads is six point type.

If you have a general legal question, call Jim Ewert on the CNPA Helpline, (916) 288-6013. For more on how the Helpline works, see this California Publisher feature from Fall 2010: http://www.cnpa.com/ full_story.cfm?id=2300

Martin and Janis Weinberger take five on the deck of the Queen Mary at the 2004 CNPA Convention in Long Beach.

WEINBERGER From page 1 earning a journalism degree at UCLA in 1950. Weinberger also lettered for three years in baseball.

He spent several years in Germany with the U.S. Army, during which he met and later married Janis, who was a civilian program manager overseas.

During Weinberger’s first reporting job, at the Barstow Printer Review, the couple began their hunt for a newspaper to buy.

They found the Claremont Courier, owned

by Stanley Larson.

From age 26 until his retirement in 2008, Weinberger was editor and publisher. “In the beginning, wanting the Courier to stand out, Mr. Weinberger upended the standard use of graphic design and photography in favor of using bigger and more photos as the first of numerous bold endeavors,� The Courier’s tribute explained. “His choices were not popular at first but grew to become a significant part of his legacy.�

He also was one of the earliest newspapers to move into offset lithography. “When technology and newspaper production progressed from mechanical to digital, however, Mr. Weinberger situated others at the technohelm to follow and

implement the advancements,� the tribute said. “He, personally, never sent an email and relied on staff to print those that came to him.� “People seem to think you run a small newspaper from an armchair or something,� Martin Weinberger said in a 1983 profile. “We have a slogan at the paper. We always tell people that it is relatively easy to put out a newspaper, but very difficult to put out a good newspaper.� “Mr. Weinberger was an interesting, unforgettable man, a newspaper guru who lived his dream, and in doing so with honesty, passion, talent, high standards and humor, left an indelible imprint on the Claremont community,� The Courier tribute concluded.

In addition to his many years of CNPA service, Weinberger was president of the California Press Association in 2007. He was named the Cal Press Justus F. Craemer Newspaper Executive of the Year in 2003 and received its Philip N. McCombs Achievement Award in 2008.

During his time with the California Press Association, Weinberger was instrumental in securing a commitment from the group for training support for California high school journalism advisers.

This isn’t your father’s newspaper market.

Nothing in life is constant except change, and what industry has experienced more change than ours? “Experienceâ€? is the operative word. Gregg Knowles has over 40 years of experience in the newspaper industry and has seen the changes from hot type to cold type to electronic publishing ďŹ rst-hand. (That’s his dad running the Duplex press at the Oelwein [Iowa] Daily Register, circa 1945.)

Only this kind of background can prepare a broker to understand the ďŹ nancial and emotional investment you have in your newspaper company. Gregg Knowles offers you knowledge and experience to assist you in navigating choppy markets on a very professional level.

Call him for a no-obligation and 100% conďŹ dential discussion of your speciďŹ c condition and needs.

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Fall 2011 California Publisher 5

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In order to expand our reach, we added the Hispanic National Preprint Network with 30 Hispanic publications in the top 25 Hispanic markets.

Want a rebate? Our newest network, The Daily Classified Network, will be up and running soon and will not only benefit CNPA’s mission, but all the network members will receive a 10 percent rebate twice a year as well as being able to sell the network and make a 15 percent commission.

And finally, our Cal-SCAN, Cal-SDAN, quarter-page network and the digital network are all continuing to produce results and pay benefits back to their members.

Cal-SCAN and Cal-SDAN both have rebated so far this year more than$150,000 to members. The digital network this year alone has sold $213,000, of which 70 percent has gone back to members.

The biggest account sold into the network is the California Earthquake Authority, which served 10 million impressions.

So it’s not too late to take advantage of any of these revenue opportunities for your newspapers. Just call us and we’ll get you in. Call me at (916) 288-6036, Maria Rodrigues at (916) 288-6010 or Elizabeth Graziadei at (916) 288-6019 for more information.

Wolf Rosenberg is vice president of Advertising for CNPA Services, Inc., CNPA’s for-profit corporations.

Big lesson found on golf course Henry, a golf buddy of mine, watched me hit a drive that caught only a glimpse of the fairway before slicing deep into the woods.

“John, your towards is off,” he said.

“My what?” I asked.

“Your ‘towards.’ The two most important things in golf are ‘towards’ and ‘distance.’

You’ve got to make sure that every shot moves you towards the green. And you need to get the right distance from every swing.

“Consider everything that has been written and said about golf, and it all comes down to ‘towards’ and ‘distance.’”

Henry has a gift for taking something complicated and reducing it to a simple nugget of wisdom.

(I’m sure that’s a big reason why he’s one of the must successful publishers I know.)

I think his golf phiAD-LIBS losophy can easily be applied to advertising John Foust sales.

Let’s take a closer look at these two elements: 1. Towards: Think of all the things that must be in alignment in order for a golf shot to go in the right direction.

Stance, grip, club position, posture, shoulder turn, follow through and so on.

It’s the same in sales. A lot of things must be done correctly in order to lead a prospect to a buying decision.

A sales veteran at a large paper once told me that – when he first started selling – he didn’t realize the importance of strategic thinking on an individual level.

“One day I was looking at the notes I had jotted on a printed prospect list and realized that I had written ‘follow up’ beside most of them.

“That was a wakeup call. I decided to start thinking in specifics instead of generalities. ‘Follow up’ is not a strategy.”

He explained that he customized a strategy for each one of those prospects: timetables for phone calls and emails, what to say, invitations to meet for coffee or lunch, what advertising schedules to recommend.

“There was an immediate payoff,” he said. “With a plan for each prospect, I knew where I wanted to take them – and I knew how to get there.”

2. Distance: I remember talking to an advertiser about his main contact at his local paper. “ She makes the most of every meeting,” he said. “Before the ink was dry on the first contract I signed with her paper, she pulled out a legal pad and started mapping out a campaign.

“She didn’t waste any time digging down to details – special offers, headlines, illustrations. Each time I meet with her, I know we’ll get a lot accomplished.”

Distance can also apply to the advertising itself. Are you helping your advertisers squeeze as much as possible from their budgets?

Will your next ad make a compelling offer? Or will it make a vacuous statement like, “For all your transportation needs?”

Will it be different from all the other ads in that product category (real estate, finance, automotive, etc.)?

Or will it look like all the other ads on the page?

Henry is right. Go towards. And get distance. (c) Copyright 2011 by John Foust. All rights reserved.

John Foust has trained thousands of newspaper advertising professionals.

Many advertising departments are using his training videos to save time and get quick results from in-house training. Email him for more information: jfoust@mindspring.com.

6 California Publisher Fall 2011

What would Ben Franklin do about mail?

CONTAC T

need to do.

Postal Service and post office, I suggest he wouldn’t cry in his beer too long.

He’d just figure out how to invent better ways to deliver newspapers in the Digital Age - and that’s what today’s publishers

NL EO

Marc Wilson is CEO of townnews.com, a CNPA Allied Member. He is reachable at marcus@townnews.com.

I N E N O W!

Thank you,

AT

2011-2012 donors:

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U.S. adults own a tablet such as the iPad. Pew said increased usage is highest among younger, affluent college graduates - demographics that attract advertisers.

Most weekly newspapers have relied on postal delivery, even though federal government subsidies for delivery of news - begun in the Franklin era -- have all but been eliminated. Out-of-state postal delivery of newspapers can take up to two weeks.

While technology may have doomed the USPS, technology also might be the savior for newspaper delivery.

Many newspapers, including weeklies, are publishing electronic editions, which are less expensive to produce than print copies, and are delivered virtually instantly.

Pay-walls and metered websites are other options that can help newspapers replace circulation revenue.

A prime issue is delivery of preprinted inserts. The Associated Press has taken the lead in developing iCircular technology that allows preprints to be electronically attached to electronic newspapers.

Customer (and end-user) acceptance of this delivery mechanism currently is being tested in daily markets across the nation.

The NNA and its many friends in Congress likely will do a great job delaying the impact of reduced USPS service, but it seems to me that massive change in postal delivery is inevitable.

While Ben Franklin might be rolling in his grave over the demise of his

DON

By Marc Wilson Special to California Publisher The Continental Congress appointed Ben Franklin as the first postmaster general on July 26, 1775, but now the Benjamin Franklin Post Office operated out of a Philadelphia home he owned has been told it will be closed - a sign of the changing times that threaten the delivery of millions of U.S. community newspapers.

As the U.S. Postal Service nears bankruptcy, eliminating Saturday delivery, and closure of thousands of post offices and regional mail processing centers are among the options being considered. Rates likely will rise.

“Potential changes to the historic partnership between America’s community newspapers and the Postal Service can have a dramatic effect on many newspapers and our business model,” the National Newspaper Association’s board said in a letter to its members, dated Aug. 18, 2011.

Saying it will run out of money by next summer, the USPS wants congressional approval to pull out of the Federal Employees Health Benefits Program, and is asking lawmakers to free it from longstanding labor agreements that shield unionized workers from layoffs. USPS plans to close more than 300 of its 508 mail processing plants by the end of next year, and eliminate more than 30,000 jobs.

Without draconian action, the Postal Service will at best stay solvent only until next August, Deputy Postmaster General Ron Stroman said in an interview with Federal Times. “We’re really up against the wall here,” he told the Federal Times.

Email has replaced much traditional mail, and electronic devices are quickly replacing hard copies of books, newspapers, magazines and other publications.

Pew Research says the number of adults in the U.S. who own e-book readers doubled to 12 percent in May from 6 percent in November 2010. Another 8 percent of

NATE ONLIN

E

Help improve journalism education FEWER STATE FUNDS are being devoted to equipment, scholarships and training. We, the journalism leaders of today, must find the money to make it happen. Regardless of whether it’s $25 that you include with your CNPA dues or $100,000 that you dedicate to an endowment, every penny helps and goes directly to scholarships, equipment or training. PLEASE DONATE ONLINE TODAY!

Lowell Blankfort, Blankfort Unlimited Inc. Jean Craemer, in memory of Jack Craemer, 1965 CNPA President C. Deane Funk, 1975 CNPA President Gregg Knowles, Knowles Media Brokerage Services Mary H. Lewis Marcia McQuern, 2001 CNPA President Shirley S. Wood Marjorie Weed Peter Weinberger, in memory of Martin Weinberger, 1998 CNPA President In memory of Jolene Combs: Susan Hathaway Tantillo, McHenry, Ill. Mark Goodman, Akron, Ohio Journalism Education Association of Northern California

FOUNDATION

U S

Submit a story idea, letter or comment to California Publisher: Joe Wirt (916) 288-6021 joe@cnpa.com Advertise in California Publisher: Diane Donohue (916) 2886017 diane@cnpa.com Change your address; update information: Bryan Clark (916) 288-6001 bryan@cnpa.com

Eye-catching ads

Order a CNPA book or directory: Debbie Gerber (916) 288-6012 dgerber@cnpa.com Get help with a legal issue: Jim Ewert (916) 288-6013 jim@cnpa.com Place a recruitment ad in the Classified Job Bulletin: Debbie Foster (916) 288-6018 debbie@cnpa.com Better Newspapers Contest: Bryan Clark (916) 288-6001 bryan @cnpa.com

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For more information about StickyAds or to receive instructions as to how to work with the CNPA StickyAd specialties, contact Jim Dewey at 800-243-3654 or Jim.Dewey@staples.com.

CNPA Foundation donations: Joe Wirt (916) 288-6021 joe@cnpa.com SPS 01238

Fall 2011 California Publisher 7

INTERN DIARIES

The Mirror: It’s the real deal Examiner:

By Tess Townsend CNPA Foundation Intern, UC Berkeley I remember when I sat down to write my goodbye column for the Sacramento Valley Mirror. It took me more time to write that short column than my 1,500-word final article for the paper.

I rewrote the goodbye piece four times. It’s hard to sum up such a formative experience in a few paragraphs.

The Sacramento Valley Mirror could easily be a pseudonym for its editor and publisher, Tim Crews. I read before arriving at the paper for my internship that Tim started the paper out of a hotel room in 1991, and since then has won countless awards for his dogged investigative reporting.

He graciously commits a large portion of his work to training the next generation of journalists to do what he does. I was fortunate enough to be one of his pupils this past spring.

I officially covered courts for The Valley Mirror, but also delved into the foreclo-

sure crisis in Glenn County and local water issues.

My reporting for The Mirror is the most emotional writing I have done, if that makes sense. Tim put me on stories where the answer was not clear, and where people’s fates were at stake.

I covered a juvenile rape case in which the defendants appeared to have been pressured into pleading guilty, and another case in which a man was committed to a mental institution for the rest of his life.

I learned as much from watching Tim interview and write as from my own reporting experiences. The Valley Mirror covers the small rural county of Glenn, which has a surprisingly dark underside.

A few years before I met Tim, a man named Bud Foglesong was murdered in the area. Local law enforcement initially wrote off the death as suicide or an accident, until (as a result of Tim’s persistence) police finally admitted the death had to have occurred at the hands of another.

Tim received death threats in response to his coverage of the story, and the intimidation hasn’t stopped since I left the newspaper in June.

Just before I started writing this short

reflection, I sent Tim an email to ask what was happening in Willows, the 6,000-person town out of which his newspaper is based. He sent back a recent editorial he wrote about threats of bodily injury the paper’s editor had received. The culprit did not give a reason for his threats when he called the paper, but Tim wrote that he suspected leads on the Foglesong case were responsible.

Death threats and threats of bodily injury are extreme examples of responses to Tim’s coverage, but uncomfortably common as well.

On a daily basis, he is both cheered and jeered by his community.

Regardless of reaction, he writes prolifically, honestly and without reluctance.

I have never written anything that gave me reason to fear for my safety or reputation. But while I was with Tim, I witnessed this aspect of journalism.

And while Tim waded through the convoluted politics of free speech, he managed to find the time to explain to me how to get past a reporting road block, what sorts of public records I might need for a story, and reminded me that I can wait out a story when I don’t know where it’s going.

At The Register, I got to cover a beat

By Sean Greene CNPA Foundation Intern, UCLA The start of my internship at the Orange County Register was underwhelming, to say the least.

My first day was on a Tuesday, I was tasked with scouring the Internet for potential news tips and given a list of web pages to check on periodically and a few topics to keep an eye on.

I was assigned to work with a senior reporter covering Huntington Beach, and she seemed too focused on her own work to give me any special guidance.

But on Wednesday afternoon, things started picking up and I had two stories to go out and report for the next two days, plus a successful story pitch that had me really excited.

The next week, I was assigned to write a story about a man who filed a claim against

the city. I didn’t think it was newsworthy, but I was told the story would get a lot of hits on the website so I should do it. As expected, the anonymous commenters on the site ripped the story apart, questioning its news value.

The next few weeks, I rebounded and had the opportunity to stand out as an intern in the newsroom after the senior reporter left town for her honeymoon. I was writing two stories after each council meeting, a few other city stories throughout the week and a few feature stories to boot. My big break came when I started covering the Huntington Beach City Council’s proposed plastic bag ban. If it passed, the city would be the first in Orange County to ban the bags.

This is exactly what I expected from the internship: I wanted to write as much as possible and really learn how to cover a beat.

With one reporter per city and one editor per five cities, The Register’s news staff is clearly overextended.

That may be why I was disappointed with

the level of feedback I got on my stories.

Most of the time, my editor just said they were “good,” and she would rearrange or alter the story as needed. I didn’t mind her changing the story, but what I really wanted was to participate in the editing process and learn that way.

Also, the senior reporter was always very busy. I didn’t so much as collaborate with her but bounce ideas off her, asked for tips and got the occasional story idea.

Instead, I took my own initiative and hit the ground running when I was left as the sole Huntington Beach reporter.

I learned how to maintain sources and work a beat (a very large, city beat). So far this week, I’ve written six stories and I feel like I can do more.

My favorite story (so far) has been a feature on a National Guard helicopter pilot who returned from his second tour in Iraq.

I’ve received much positive feedback from the newsroom for that story and the past few weeks of Huntington Beach coverage, which I feel has ultimately validated my experience here.

Loved every minute of it

By Margaret Baum CNPA Foundation Intern, College of San Mateo I was an intern at the San Francisco Examiner over the summer and I loved every minute of it. I had been told by others what to expect: the deadlines, the fast paced atmosphere, etc., but it still blew me away.

I am so grateful that I had the chance to intern there; it really reaffirmed my love for journalism and made me see how fun this profession can be.

I wrote a variety of different stories over the course of my time at The Examiner. I even pitched a story to one of the editors that ended up being a cover story.

I had a chance to get out of the office and cover community events as well as breaking stories. I visited a camp created for autistic children, an event promoting awareness of carbon monoxide alarms, and even covered a labor union protest at a San Francisco hotel.

I would like to thank the CNPA Foundation for this amazing opportunity, because I feel that it really made me see what it is like to work in the newsroom at a daily newspaper. It’s fun, it’s fast paced, it can be stressful, but it can also be extremely rewarding. It was definitely an experience that I will remember for the rest of my life.

Since leaving The Examiner, I am preparing to head back to San Jose State University and finish up my degree. I will be writing for The Spartan Daily, SJSU’s newspaper, which I now feel better prepared for. I am also pitching stories to The Examiner and have already begun to freelance for them.

About Internship Grants Successful applicants for the CNPA Foundation’s 2012 Internship Grants will receive a Foundation stipend upon beginning their internship at a CNPA-member newspaper. Foundation grants can cover newsroom, advertising or marketing internships. Applications at cnpa.com.

Newspapers were curating before it was cool ers. I will come back tomorrow Curation falls somewhere for more. And I will EZ-Pay at between tossing clips and notes whatever level it takes to coninto a folder and the white-gloved tinue your production and my doings of a museum expert, right? daily and weekly habits. Thank Think again. It’s everyone’s job you.” even though they’re not aware of it. *** You curate your business, your staff, your community, your Mr. Lesher, Mr. Sparks, Mr. Facebook friends, your sales prosKnowland, Mr. Clinton, Mr. pects and your circulation list.

CNPA Kofman: What would they say if In your spare time, open Steven OUTREACH we could tell them their newsRosenbaum’s book “Curation papers’ flags were lowered and Nation: Why the Future of Content Joe Wirt absorbed into larger motheris Context.” It does a good job of ships in the great and unpreexplaining that those who would dictable year of 2011? organize and prioritize content – yours The word in August was that newsor someone else’s – aren’t necessarily the papers including Dean Lesher’s Contra vampires they’re demonized to be.

Costa Times, Floyd Sparks’ Hayward Daily Heck, making sense of voluminous inforReview, William Knowland’s (later Robert mation is what newspapers have done best Maynard’s) Oakland Tribune and Abe forever. And it’s why we subscribe, right?

Kofman’s Alameda Times-Star would in Say it with me now: “I value that an ediNovember become part of The Times, the tor has decided for me that, in a reasonable span of time, they have culled and aggregat- East Bay Tribune or, in the case of Clinton’s San Mateo Times, part of the San Jose ed and produced the best news report they Mercury News. could and sandwiched it neatly between the What would they say if we could get them front and back pages, which are provided on the horn? through the thoughtful and forward-thinkYou know, such talk used to be a big deal ing commitment of their faithful advertis-

among proud publishers of fearless newspapers. Mort Levine, CNPA’s 1992 president, told me so.

Levine, a former weeklies publisher who continues to consult for progressive publishers today, knew all of the guys mentioned above.

“I imagine they would be shocked and surprised if they came back and found they were gone,” Levine told me when I reached him by phone at his Saratoga home.

“They were all entrepreneurs and knew how to make a newspaper pay off, even though there were hard times. They were resourceful and fast on their feet, and they knew how to reach their readers.”

Levine recalled “great vigorous debates” at CNPA meetings among the likes of Dean Lesher, San Mateo’s J. Hart Clinton, Hayward’s Floyd Sparks and Alameda’s Abe Kofman. “These guys were tigers in their own territories, and they defended them,” he told me.

“These larger-than-life personalities were so dominant, you’d think they’d go on forever.”

I thanked Mort for his patience and let him go, then commenced wondering again.

What WOULD they say about the fates of the mighty ink-on-paper empires they built

from shoppers, from weeklies, from dinky wannabe publications?

“That’s business,” one would probably say with a shrug.

“It’s always been just a package for information that more people in your time are now consuming on gadgets, not paper,” another might muse sagely.

“What’s the deal, man? Pull yourself out of this old-time funk and get on with things!” one would snap impatiently.

OK, OK. But first I’ve got one more.

Here’s Dave Newhouse, columnist at The Oakland Tribune, eulogizing his paper’s flag Aug. 27: “Its Old English typeset is, in fact, an art piece. So classic and so regal is the Oakland Tribune masthead, it would hang high in any newspaper art gallery. And, sadly, I’m going to miss it after it anchors its last edition Nov. 1.”

Yeah. Me too.

California Publisher Editor Joe Wirt was once a cub copy editor at the Hayward Daily Review and the other proud Alameda News Group papers that are now part of BANG. Today he’s also secretarytreasurer of the CNPA Foundation. Got a story to tell? Contact him at (916) 2886021 or joe@cnpa.com.

8 California Publisher Fall 2011

Don’t write off small papers – or print They are typically very conDoing what I do for a living calls nected to the community. on me to be in close touch with this At a conference several industry. years back, a principal for a On a daily basis I talk with mancompany made up of small agers at all levels from very large to properties said something like, very small newspapers. Our busi“Don’t put your newspaper on ness is tethered to the newspaper the Internet – put your comindustry since it has always been munity on the Internet.” our sole focus.

That was sound advice then As we move into the future we and it’s sound advice now. have had intense discussion about NEWSPAPER And, the small market our business model and how it must MARKETING papers haven’t taken the revchange.

Scott Little enue hits that large papers With news companies (notice I have. Why? said “news” and not “newspaper”) Simple, actually. The bottom morphing into print/digital compaline is, they didn’t have some of the large nies, we knew a few years ago that we will advertising categories to lose – like recruitbe asked to help companies find contempoment, majors and national advertising. rary, diverse people who have some backTheir revenue base is made up of mostly ground in print, but with equal emphasis locally controlled advertisers, from momon multiple-platform initiatives. and-pop to fairly large businesses.

In fact, today, industry leaders don’t There are thousands of very small newswant to consider anyone who doesn’t have papers scattered throughout the country. that kind of knowledge and track record.

I’m talking circulation that can be 2,000 or As our company evolves, we are taking less but with solid readership and market into strong consideration the fact that the coverage. And they are a vital part of the healthiest segment of the industry is small small communities they serve. to midsized local community newspapers People in those communities count on – dailies and weeklies. their newspapers and can’t imagine them Along with working with big newspapers, not being there. we do quite a bit of recruiting for compaI would encourage the prognosticators nies made up of small to very small properwho have been digging the graves of newsties.

While making my rounds, I am reminded papers for a few decades now to take this vast segment of the country into greater that in this age of the Internet, mobile consideration. phones, iPads, apps, deals-of-the-day and There is no doubt that the print product all things digital, there are thousands of still pays 80 percent or more of the oversmall, intensely local, printed newspapers head. If newspapers could talk, they might that are doing very well indeed. be saying, “Hey! Don’t forget who’s paying Of course they feel the pinch of this the bills around here!” disastrous economy, but they are set to The heyday for newspapers has long weather the storm. Mostly, in sharp conpassed, and the industry is rapidly moving trast to what we hear from large-market in the right direction by offering a combipapers, there is a high level of optimism. nation of print and digital with, hopefully, a It’s not that these smaller newspapers strong emphasis on timely, relevant content have their heads in the sand with regard to – stuff people can find nowhere else. digital. Most of them are moving quickly While I’m OK with dropping the word to offer a print/digital media mix for their “paper” when referencing newspaper readers and advertisers.

companies, I’m not ready – nor is a huge segment of this country – to remove the printed newspaper from existence.

Scott Little is president of Media Recruiters in Chico, a CNPA Allied Member. Contact him at slittle@mediarecruiters.com or call (530) 342-6036.

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Fall 2011 California Publisher 9

Test your design elements with house ads You’ve been working on a redesign for a few months now. Most of your ‘i’s are dotted and most of your ‘t’s crossed. Only a few details left to work out.

Problem is, though, that you haven’t tested many of the items you expect to

introduce with the new look. Will the red you’ve chosen for the nameplate work on your press ... or does it need to be tweaked?

How about that light italic typeface for the subheads? And those gradient screens ... well, they look fine off your color printer

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surprises. And ... but how well will they hold up on the press?

Try black and white: This When these questions arise, will give you the opportunity I recommend to my clients that to see if the rule weights you’ve they run a press prototype so selected will be OK, for example. they can see for themselves if And you can determine whether the elements are going to print you want to use that bold or well ... or not. Also, a prototype semibold font for captions. gives them something they can place in front of focus groups.

NEWSPAPER Be selective on type faces: But sometimes a prototype DESIGN If your new type faces include isn’t very practical -- or it’s just Ed Henninger some odd fonts such as “extra too costly. condensed italic poster bold,” it’s Then I suggest that the testprobably not necessary to test ing be done during regular those. (And you probably should toss those press runs during the weeks preceding the out, anyway!) redesign launch. And the best way I know to test redesign elements -- without them Avoid paid ads: Don’t use any of these actually being used to deliver the news -- is elements in paid ads. Some advertiser may in house ads. like them and insist on using them—and Most newspapers run house ads for that can turn into a negative for the redeclassifieds, upcoming features and series -- some more liberally than others. Why not sign. take advantage of those ads and do them Retest as needed: If something isn’t using new elements such as type faces, colworking quite right — say, that khaki color ors, gradients, logos and the like? you want to use in some section labels Yes, it may take a bit more effort on the — rework the color values and retest. part of your staff to create the test ads, but Testing in-house ads is a sure-fire meththe payoff is that you get to see the new eleod to check out the elements you want in ments in print -- off your press and during your new design. Take the effort — and give a regular press run, where they won’t get yourself the time — you need to do it right. the extra-special attention they may receive Want a free evaluation of your newspaduring a prototype run. per’s design? Just contact Ed at (803) 327Here are some ideas: 3322. *** Keep it simple: Don’t try to run every If this column has been helpful, you may new element in one ad. Keep the number of be interested in Ed’s books: “Henninger items low and don’t overdo with gradients on Design” and “101 Henninger Helpful and colors.

Hints.” With the help of Ed’s books, you’ll immediately have a better idea how to Give it some size: If the house ad is design for your readers. Find out more too small, it’s going to be difficult to see about the books by visiting Ed’s website: if the elements are working as you had henningerconsulting.com. hoped. Don’t be afraid to pump up the size on these ads to four—or even six—columns Ed Henninger is an independent newswide. paper consultant and the director of Henninger Consulting. Offering compreUse all of your colors: In various ads hensive newspaper design services includthroughout the testing process, use all the ing redesigns, workshops, staff training colors you plan to introduce in the new and evaluations. Phone: (803) 327-3322. look. You really don’t want any unfortunate

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10 California Publisher Fall 2011

CNPA 2011-2012 Board of Directors Officers

Ralph Alldredge

Cynthia Schur

President Calaveras Enterprise San Andreas

President-elect Santa Maria Times

Schur tapped as next CNPA president Cynthia Schur, publisher of the Santa Maria Times, has agreed to step into the position of president-elect of CNPA following the resignation from the CNPA Board of Directors of Amy Pack, president and publisher of the Visalia Times-Delta. Schur was previously secretarytreasurer of CNPA. Of course we’re sorry to lose Amy Pack, but we’re fortunate that Cynthia Schur was willing to move her presidency ahead two years,” said President Ralph Alldredge.

“I’ve known Cynthia for nearly 20 years. She will make a great president.”

As president-elect, Schur is also chairwoman of the CNPA Summit Planning Committee, which is hard at work planning the 2012 CNPA Summit, scheduled for May 3-5 at the DoubleTree by Hilton San Jose.

While a unanimous email poll of its 35 officers and directors moved Schur into the job, a formal vote will occur at CNPA’s next quarterly meeting Oct. 6-7 in San Diego.

President Alldredge has yet to appoint a replacement for the secretary-treasurer office, which will also be subject to board confirmation.

New members approved

OPTIONS From page 1 Human resources toolbox CNPA has bought a limited number of licenses for members’ access to HR California Express, an online, one-stop shop for human resources tools and solutions hosted by CalChamber. The licenses will be made available to members on a firstcome, first-served basis. The online library includes a host of resources regarding labor law compliance, which members can access quickly and easily via a dashboard that clearly lays out various topics.

Among these are benefits, compensation and termination, as well as a host of tools, such as forms and compliance posters.

To sign up for the HR California Express program contact Jim Ewert at (916) 288-6013.

3.

John Burns

Vacancy

Vice President Petaluma Argus-Courier

Secretary-Treasurer

Ron Redfern Immediate Past President The Press-Enterprise Riverside

Directors Jeff Ackerman The Union, Grass Valley Bill Brehm Jr. Brehm Communications Inc., San Diego Cheryl Brown The Black Voice News, Riverside Cherie Bryant Antelope Valley Press, Palmdale Toebe Bush Century Group Newspapers, Yucaipa George Cogswell Ventura County Star Roger Coover The Record, Stockton Dean Eckenroth Coronado Eagle & Journal Karlene Goller Los Angeles Times Fred Hamilton Los Angeles Newspaper Group, San Bernardino David Herburger Galt Herald Debra Hershon Half Moon Bay Review Terry Horne The Orange County Register, Santa Ana Paul Hutcheson Novato Advance Bill Johnson Palo Alto Weekly Eric Johnston The Modesto Bee Gene Lieb Los Banos Enterprise Pluria Marshall Wave Newspapers, Los Angeles Ed Moss The San Diego Union-Tribune Paul Nyberg Los Altos Town Crier Phyllis Pfeiffer La Jolla Light Scott Pompe Tribune Community Newspapers, Los Angeles Brenda Speth The Napa Valley Register Mike Taborski Feather River Bulletin, Quincy Mac Tully Bay Area News Group, San Jose Mark Adkins San Francisco Chronicle Marty Weybret Lodi News-Sentinel John Wilcox The San Francisco Examiner Arnold York The Malibu Times

What you need to know, now You’ve told us that professional enrichment is important, but it’s a tough sell. For many, even carving out an hour for a webinar can be a huge time risk. Coming soon will be audio segments and interactive conference calls featuring leading players in our industry. With these quick-hit pieces, you’ll get no ponderous setup or extensive

4.

Cynthia Schur

biographies. If you’ve taken in a podcast, you know where we’re going with this.

Not up on that medium? Stay tuned; we’ll catch you up.

CNPA’s Tom Newton tells more about this new offering on Page 2.

Governmental Affairs Day returns After being part of the annual Summit in 2011, CNPA’s Governmental Affairs Day becomes its own event again on Wednesday, Feb. 1, 2012, at the Sheraton Grand Sacramento. G.A. Day, along with programming featuring lawmakers and legislative officers, provides opportunities for publishers and their key personnel to meet with local legislators at the Capitol.

Inside baseball? Absolutely.

Mark your calendar and plan to show your support for the lobbying efforts of your trade association and celebrate the still-mighty voice of today’s California newspapers.

5.

Stay up to date with how CNPA is working for you: Read your CNPA Bulletin every Tuesday. Have you made sure your email server knows cnpa.com is “friendly” and not spam?

The CNPA Board of Directors approved these new members at its July 22 meeting: Active Amritsar Times, Union City (Weekly); Jasjeet Singh, publisher Allied z American Circulation Innovations (ACI), Long Beach; Randall Brant, VP of sales and marketing z Catalyst Paper, Carefree, AZ; Bruce Stavseth, director of Newsprint Sales z OwnLocal, Pflugerville, TX; Jeremy Mims, newspaper partnership liaison z VMIX, San Diego; Terry Ash, executive vice president Campus z El Estoque, Monta Vista High School, Cupertino; Michelle Balmeo, adviser z El Vaquero, Irvine High School; Ellyn Siskind, adviser z The Ambassador, Ambassador School of Global Leadership, Los Angeles; Alexandria Lau, adviser z The Dorsey Cram, Dorsey High School, Los Angeles; Lacey Buidosik, adviser z The Roar, Santa Clara High School; Maya Suryaraman, adviser CNPA, across all categories, totals 835 members. z

SOCIAL From page 1 ity to online communication that can dehumanize the way we interact with others.

We can forget at times that we are talking to other people, not other computers. This, combined with the ability to hide one’s identity, causes some people to abandon traditional parameters of good behavior, particularly when participating in polls or forums.

You see examples all the time in comments posted on a variety of websites; there are a lot of people who say things to one another on the web that they would never say to them in person. People who use the cloak of anonymity to say ugly things online, simply because they can remain anonymous, are cowards. You do not want to be one of these people.

Rudeness in the online environment is just as inappropriate as it is in the real world. Remember that you are interacting with other people who have feelings similar to your own. It gets back to talking to people online as if you were talking to them in person – if you wouldn’t say it to them in person, don’t say it to them in your correspondence.

Who you are is what you type The most important aspect of online communication – something that you must be aware of at all times – is the singular power of the written word. Because you are a sales professional, in your “natural” environment as a sales person – a face-toface interaction with another human being – there are myriad factors collectively creating the overall impression that a prospect or client has of you, and how you are therefore perceived. These include how you shake hands, how you sit, your appearance, your voice, eye contact, hand gestures, and many other, more subtle nuances.

When you are communicating online, all of those interpersonal aspects of you that make you who you are have been stripped away. You need to take this into consideration, because it is a fundamentally different environment than you are used to.

In this universe, the words that you choose online have singular, absolute power over how people perceive you. Your online persona consists entirely of what you write. Take heed, be careful, and be conservative.

Be accurate One of the things that you will learn quickly about the online community, if you haven’t discovered it already, is that there are people online who have way too much free time on their hands. We know this to be true, because there is a legion of users that spend copious amounts of time serving in the unpaid capacity of researching content posted by others, solely for the purpose of finding items that are inconsistent, inaccurate, or just plain wrong.

When they find a discrepancy, in behavior reminiscent of Pavlov’s dog, they get their “reward” by publicly outing the offending party that posted the item. Why do they delight in doing this? Because they have an overwhelming need to be appreciated and/ or noticed, we suppose.

Irrespective of their motivations, it pays to be diligent in validating the accuracy of any claims that you make, or data that you share, about a subject, particularly one within your field of expertise. You can get by with an occasional mistake, but repeated instances will undermine your credibility to those who follow you in the online community. If you cannot validate a piece of information, do not present it as fact; present it as an opinion, or at the very least, as information that you obtained from another source. This will give you some protection in the event that the item turns out to be bogus. Rest assured, if it is, someone will delight in holding you accountable.

Spelling and grammar Your grammatical skills, or lack thereof, is another area of communicating online that affects both your brand and your credibility as a Value Generator. Here again, if

your sentence structure and/or spelling are not consistently accurate, the same people who scour your content for inaccuracies will also pick apart your grammatical mistakes publicly and make these, and not the value of your content, the focus of the online community’s attention. Always use a spell-check tool to review your writing before posting it.

Read your content through a couple of times, even aloud if necessary, to ensure clarity of message. It is well worth the time to do some editing of what you write, if the extra effort results in improving the value of the information being presented.

Avoid racy humor As you build your social media followers, never take liberties with their taste in humor when distributing “funnies.” The problem with forwarding jokes of any kind, and particularly racy ones, is that you never know who will find something you send out as stupid, or worse, offensive. You cannot win here. Some recipients might find a dirty joke that you forward to be hilarious, but they are still left with a new perception of you that you probably don’t want them to have.

Remember that you are building a personal brand, and everything that you say and do either contributes to or detracts from that brand. There is too much risk involved to your professional reputation to forward questionable content to your online followers.

Excerpted from Landy Chase’s new book, “The Social Media Sales Revolution.”

Released this summer by McGraw-Hill and now available on Amazon.com.

Chase, MBA, CSP, specializes in speaking to corporations and associations on sales and selling with social media. His book, “Competitive Selling,” was named an Editors Choice Best Business Books of 2010 selection by Small Business Trends/ BusinessInsider.com and is also available on amazon.com. Visit sellingrevolution. com or call (800) 370-8026.

Fall 2011 California Publisher 11

12 California Publisher Fall 2011

CALENDAR September

October

Suburban Newspaper Association Fall Publishers’ & Advertising Directors’ Conference, Sept. 13-16, Pointe Hilton Tapatio Cliffs Resort Phoenix, Ariz. suburban-news.org National Newspaper Association Annual Convention/Trade Show. Sept. 22-Sept. 25, Albuquerque, N.M. nnaweb.org/

CNPA Quarterly Meeting, Oct. 6-7, The Catamaran Hotel, San Diego. cnpa.com Journalism Association of Community Colleges SoCal Conference, Oct. 14-15, CSU Fullerton. jacconline.org Journalism Education Association of Northern California’s state convention, Oct. 14-15, Sacramento. jeanc.org

Webinar: “Leading the Way, Today!”

Sept. 22, onlinemediacampus.com Inland’s Mobile and Social Networking Boot Camp, Sept. 27-28, FlyMedia Inc., Portland, Ore. inlandpress.org/ Webinar: “Using Facebook to Leverage Readership,” Sept. 29, onlinemediacampus.com

November Journalism Association of Community Colleges NorCal Conference, Nov. 12, CSU Sacramento. jacconline.org

December California Press Association Annual Meeting, Dec. 2, Marines’ Memorial Club & Hotel, San Francisco. diane@cnpa.com

OBITUARIES Ben Adelson, Woodland Hills Ben Adelson, whose 32-year teaching career included junior high, high school and 16 years in journalism at Pierce College in Woodland Hills, died June 9, 2011, at age 90. Adelson was CNPA’s High School Journalism Educator of the Year in 1980.

Donna Allegretti, Illinois Donna K. Allegretti, 63, the wife of 200810 CNPA President Anthony A. Allegretti, died Aug. 16, 2011, at home in Watseka, Ill. Jolene Combs, Torrance Jolene Combs, who became a longtime El Camino College journalism professor after a career in high school journalism, died July 13, 2011, of a heart attack while undergoing treatment for pneumonia. She was 69. After retirement in 2008, Combs continued to teach reporting and writing there. She also was a mentor to high school journalism educators. She was a CNPA Educator of the Year in 1989 and received other state and national awards.

Gale Cook, San Francisco Gale Cook, hailed by former assemblyman and San Francisco Mayor Art Agnos as the “Walter Cronkite of the legislative press corps,” died Aug. 22, 2011. He was 92. Cook spent four decades with the San Francisco Examiner, as reporter, city editor and as Sacramento Bureau chief.

Harry Graham, Santa Ana Harry L. Graham, a former news editor and columnist at The Orange County Register, died Aug. 14, 2011, in Dunedin, Fla. He was 93. Graham wrote an autobiography, “Stop the Damned Presses,” that covered the evolution of metropolitan Orange County and The Register, “and all its newsroom characters, heroes, villains

and celebrities,” The Register obituary said.

Jean Lynch, Sonoma Jean Lynch, 89, matriarch of the family that publishes The Sonoma Index Tribune, died Aug. 8, 2011, at home in Sonoma. She was the widow of Robert Lynch, CNPA’s 1980 president, and mother of Publishers Jim and Bill Lynch, 2004 CNPA president.

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David MacKenzie, Los Altos David MacKenzie, 93, who co-founded and published the Los Altos Town Crier in 1947 and ran it until 1972, died July 31, 2011. Today, The Town Crier is owned and published by Paul and Liz Nyberg.

Tommy Miller, Fresno Thomas C. Miller, 66, who formerly held the Roger Tatarian Chair for Professional Journalism at Fresno State, died July 30, 2011, of complications from a form of degenerative dementia. Miller, a former managing editor at The Chronicle, joined the Fresno State faculty in 2003.

Richard Palmer, Hawaii Richard Wayne Palmer, 63, a former publisher of the Valley Press in Felton and Scotts Valley Banner, died Aug. 25, 2011, in Hilo, Hawaii. Palmer later was an editor at the Telegram-Tribune in San Luis Obispo (now The Tribune) and edited The Sun-Bulletin in Morro Bay. He had been associate editor at the Hilo newspaper since 2001.

George Ramos, Los Angeles George Ramos, whose work at the Los Angeles Times played a part in three Pulitzer Prize wins, was found dead on July 23, 2011, inside his Morro Bay home. He was 63. The cause was a heart attack; he See OBITUARIES, Page 13

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Fall 2011 California Publisher 13

OBITUARIES From Page 12

had battled diabetes. After working for The Times from 1978 to 2003, Ramos joined the journalism faculty at Cal Poly San Luis Obispo. He served as department chairman for five years before returning to teaching.

Bert Resnik, Long Beach Bert Resnik, former assistant managing editor at The Press-Telegram in Long Beach, died Aug. 10, 2011, at home in Long Beach. He was 90. “We often sat at his table at the P-T’s cafeteria, listening to Bert reminisce with other oldtimers about his work at the paper,” columnist Tim Grobaty wrote, “and he did it all: Cop reporter, photog, feature writer, TV editor, assistant managing editor.”

Connie Ridder, Florida Connie Ridder, the wife of former Knight Ridder CEO Tony Ridder, died Aug. 5, 2011, at home in Pebble Beach, Fla. She was 70 and had battled intestinal cancer.

Jayne Speizer, Monterey Jayne Speizer, 61, former publisher of the Monterey County Herald, died June 13, 2011, after complications from a May 24 heart transplant. Speizer was publisher at The Herald from 2003 to 2007. Earlier, she worked at The Fresno Bee and as publisher of its Neighbors papers from 1987 to 1995.

editor and columnist at The Bakersfield Californian as part of a 43-year newspaper career, died July 19, 2011, in Colville, Wash., where he lived in retirement. He was 88. Later in his career, Stevenson penned a weekly column, “How’s Business,” for which he profiled an estimated 1,200 people in all.

Jean Stephens, Sacramento Dr. Jean Stephens, 85, a 30-year journalism professor at Sacramento City College, died July 30, 2011. Stephens helped hundreds of journalism students become professional journalists. She was a CNPA Journalism Educator of the Year in 1979.

Stephens was the first executive secretary of the Journalism Association of Community Colleges and was long-time secretary-treasurer of the Sacramento Press Club, which awards an annual scholarship in her name.

Nick Valentine, Santa Rosa Nick Valentine, founding editor in 1978 of The Paper, a predecessor to what is now the North Bay Bohemian in Santa Rosa, died June 25, 2011, in Australia. He was 69. Valentine, a former chef, retrained as a journalist after an automobile accident left him unable to stand for long periods, The Bohemian’s tribute said. After working for the Russian River News, he founded The Paper, which was published by Bob Lucas.

Joe Stevenson, Bakersfield Joe D. Stevenson, who served as reporter, assistant city editor, city editor, business

Bob Weed, Costa Mesa Robert N. Weed, former publisher of The Daily Pilot in Costa Mesa, died Aug. 20, 2011, of natural causes in San Luis

Obispo County. He was 92. Weed was publisher of The Daily Pilot from 1964 to 1980 then served as president of Orange Coast Publishing Co. until 1984. The Minnesota native worked for his local weekly before attending the University of Minnesota.

After service in World War II, Weed was a reporter for the Minneapolis Star, then worked in promotions. He later was transferred to the Valley Times in the San Fernando Valley, where he was editor and publisher until joining The Daily Pilot.

Stan Whitty, Lompoc Stanly Whitty, a circulation executive and consultant for several California newspapers, died May 5, 2011, in Lompoc after a series of illnesses. He was 64.

Whitty’s circulation career included stints at The Press Democrat in Santa Rosa, Marin Independent Journal and Santa Barbara News-Press. He later consulted for other newspapers on the Central Coast.

Whitty was president of the Cal-Western Circulation Managers Association in 1988.

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PEOPLE Greg Burton began in April as executive editor at The Desert Sun in Palm Springs. He had been assistant managing editor at The News Journal in Wilmington, Del., and succeeded Rick Green, who became editor of The Des Moines Register.

Jeff DeBalko became senior vice president/chief revenue officer for Bay Area News Group. DeBalko joined BANG from Reed Business Information.

Todd Frantz is the new publisher at the Auburn Journal and Colfax Record. Frantz most recently had been publisher/sales director/editor of the Fort Bend Herald in Rosenberg, Texas. He succeeded Tony Hazarian, who is now president of the Auburn Chamber of Commerce.

John Futch became news/content editor at The Press-Telegram in Long Beach.

Also, Paul Eakins became presentation editor, a new position; and Robert Meeks became online editor. Futch had served in several Press-Telegram capacities since 1998. Eakins, with The Press-Telegram since 2007, previously worked at the North

County Times in Escondido. Meeks, with the newspaper since 2006, has worked for The Orange County Register, The Compton Bulletin and The Inglewood Tribune.

Jay Harn, former publisher of several California newspapers, is now West Coast regional director for W.B. Grimes & Company, a mergers and acquisitions firm and CNPA Allied Member. Harn is a former publisher of The Signal in Santa Clarita, Red Bluff Daily News and a group of East San Diego County weeklies.

Kevin Hessel is now executive editor of The Ark weekly in Tiburon. He had been Page One designer, online editor and social media manager at the Marin Independent Journal in Novato. Hessel succeeded Judith Wilson, who stepped down in May. Debbie Keller became retail sales manager for Pomerado Newspapers in Poway, San Diego County. Keller had worked with direct mail magazines in San Diego County and previously was a sales manager for The San Diego Union-Tribune.

Eric J. Kos is now publisher of the

weekly Alameda Sun. He succeeded Eric Turowski, who was called away by family business. Kos and Editor Dennis Evanosky y retain ownership shares in the company, the publisher reports.

John Moore is now editor of the Ventura County Star. He had been managing editor. He succeeded Joe Howry, who retired.

Carrie Peyton-Dahlberg is now managing editor of the North Coast Journal in Arcata, Humboldt County. Most recently, she was a senior writer at The Sacramento Bee. Peyton-Dahlberg succeeded acting editor Ryan Burns, who returned to reporting.

Sean Roney y is the new editor of South County Newspapers, publisher of the King City Rustler, The Greenfield News, The Soledad Bee and The Gonzales Tribune in Monterey County. He succeeded Mark Ali, who returned to graduate school.

Jason Schafff is now executive editor of The Signal in Santa Clarita. He had been editor of the San Fernando Valley Business Journal and succeeded Lila Littlejohn, who

became city editor.

Sean Scully y is the new editor of The Weekly Calistogan in Napa County. He had been a freelance writer and formerly was a journalism instructor at Cal Poly, Pomona. Scully also has worked at weeklies in Virginia and for the Washington Times.

Scully succeeded John Waters Jr., The Calistogan’s editor for seven years.

Emily Smith became senior vice president of Digital at the Los Angeles Times Media Group. Smith most recently was a vice president and general manager at Disney Interactive Media Group.

Davis Taylor became director of advertising and marketing at the Visalia Times-Delta and Tulare Advance-Register.

Taylor had been director of major national accounts at The Seattle Times. Previously, he worked at The Oakland Tribune and San Jose Mercury News.

People items appear weekly in the CNPA Bulletin. Send your personnel changes and photos to joe@cnpa.com.

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