Spring 2011 by Joe Wirt

Spring 2011

Volume CI, No. 1

Hail to The Chief

20 11SUMMIT 201 PRESS & G.A.

Speaking Truth and Serving Communities: The Newspaper in its Fourth Century

Impact, inclusion in L.A. Revenue, news distribution, governmental affairs topics designed for appeal to many at Press Summit in April.

Jack Bates accepts a California Press Association award from 1997 CNPA President Frank R.J. Whittaker, left; on the mike at a CNPA event; and striking a patient pose for 2008-09 President Anthony Allegretti.

Retracing the Bates decades, but reluctantly

FROM THE PRESIDENT Ron Redfern

By now everyone has heard about Jack Bates’ announced retirement. Yes, we’ve all reluctantly expected that it would eventually come. And it’s not like he hasn’t tried to make the leap a couple of times before. Fortunately for us, his love of our business and his devotion to our association has held him at the helm of our ship for these past 20 years. Under Jack’s leadership, CNPA has become the pre-eminent state newspaper organization in the

country. It’s a leader in innovation, as showcased by CNPA Ad Services and its placement of hundreds of millions of dollars in ad billings in California and in other newspaper markets across the nation. Accordingly, in this, my last President’s Column in California Publisher, I want to acknowledge Jack’s outstanding stewardship of CNPA by sharing an anecdote or two about his leadership style and the See BATES Page 6

Why you’re going to start losing money on web ads By David Fowler Special to California Publisher Here’s a piece of good news: Properly sold, many of your advertisers would love to run web ads on your newspaper’s website. They know the online space is growing rapidly and that there’s money to be made there. LOTS of money. The bad news: most newspapers, including the big metro papers throughout the state, do not have a comprehensive web ad sales strategy. And it’s beginning to show up as “churn”. Web ad runs for 30 days ...advertiser gets little or no response ... advertiser pulls ad. Money is lost. And unless you fix this problem fast, there will be a lot more churn to come. Case in point: I just went to the homep-

age of a large newspaper here in Southern California. And there I found 13 web ads. When I clicked on each ad, all but two of them took me to the advertiser’s website or asked me to pick up the phone and make a call. To me this paper has a ticking “churn time bomb’. From my experience with the newspaper’s site, there are two problems: 1. An ad should not take me to the homepage of the advertiser’s website, but to a dedicated sales page ... more on this in a moment. 2. People online rarely, if ever, go offline to respond. So put a “command button”— not a phone number—in the ad.

California Newspaper Publishers Association

This year’s Press Summit will feature a variety of learning sessions addressing important issues, trends and developments facing our business on the revenue, sales, news and distribution front. The April 14-16 event in Los Angeles provides the perfect venue for you and your news, advertising and circulation executives to participate together timely, relevant programs. Extensive Governmental Affairs Day sessions will offer attendees the opportunity to connect with and hear from key public officials about important issues and affairs affecting the public. The Better Newspapers Contest awards luncheon will recognize the innovation and outstanding products and journalism produced by our teams, both in print and online. Your team needs to be there to be recognized for their accomplishments. This event will be well worth it for you and See SUMMIT Page 7

Jack Bates, CNPA’s executive director for 20 years, will retire at the end of March.

I N S I D E

Publisher Profile Lindsay Evans-Gabster

Sun Newspapers, Seal Beach

Pg. 3 Legal Helpline ........ 2

Writing .......... 14 Technology ... 16

Online Legalities ....... 4

Outreach ...... 16

Advertising ..... 5

People ......... 17

Marketing ...... 5

Obituaries .... 18

Professor treks south to build a farm club By Dave Waddell Special to California Publisher One of my favorite memories of 2010 was seeing a Chico State banner hanging prominently in a newsroom some 600 miles from Chico. I spotted it while on a recruitment trip to The Sun student newspaper at Southwestern College in Chula Vista. The banner’s presence is evidence of a remarkable relationship between two far-flung journalism programs. Recruiting students from diverse communities to learn journalism at Chico State has been one of my most rewarding endeavors as a teacher. My recruitment efforts — and nowhere have they been more fruitful or more personally gratifying than with Southwestern — were inspired by a 2003 accreditation report on Chico State’s journalism department. It encouraged us to recruit with more vigor in the nation’s most diverse state. So during a semester’s sabbatical in 2006, I traversed California and made connections with strong high school and community college journalism programs in diverse communities.

See FOWLER Page 15

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

See RECRUIT Page 15 Fax (916) 288-6002

www.cnpa.com

2 California Publisher Spring 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

Back efforts to protect our open-meetings act By Thomas Peele Special to California Publisher Efforts are under way to enshrine the public’s right of access to local government meetings -- and fair notice of what is to be discussed and enacted at those meetings -in the California Constitution. It comes as the state budget crisis is threatening a cornerstone law of open government, the Ralph M. Brown Act, which requires local entities to post an agenda in a public place three days before a meeting. Last year, in a move one blogger said was like rooting under sofa cushions for loose change, lawmakers cut $20 million from the state budget that was used to reimburse local governments the cost of Brown Act compliance -- which is essentially posting agendas. The money’s gone, but in a compromise, the Act’s mandates remain in effect, essentially shifting the costs -- if there are costs -- to local governments. Given that fair meeting notices are an entrenched aspect of California civic life, the vast majority of local governments are continuing with the Brown Act’s requirements. But all it takes is one agency that doesn’t receive a lot of scrutiny (does that ring a Bell with anyone?) to take advantage of the situation. Sen. Leland Yee, D-San Francisco, is carrying a bill for CNPA that would put a constitutional amendment before voters as early as June. The amendment would require local bodies to meet the notice requirements, even without state funding. The public needs to support this effort and call on lawmakers to get it on a ballot. The bottom line is this: It would be naive not to eliminate the potential loophole of an unfunded mandate. Without it, some local bureaucrat somewhere is going to skip a meeting notice -- certainly when something hot is on the agenda -- and then

CALIFORNIA PUBLISHER

claim it was done because of a lack of state reimbursement. Claims the amendment would create a burdensome expense seem dubious, said James Ewert, the association’s legal counsel, who is leading lobbying efforts. If keeping the public informed of action pending before a public body requires the making of copies and buying of thumbtacks, so be it. Welcome to a democracy. Other fundamental aspects of the act include the public’s right not to sign an attendance sheet, to record the meeting, and to address the public body. Officials are required to publicly report on votes taken in closed session and matters decided in those sessions -- such as lawsuit settlements. But it all really comes down to proper notice of what will be voted on. The public can’t attend meetings it doesn’t know are happening. Government officials sometimes claim that notice requirements slow progress. Maybe it does, but the alternative is worse. In states with weak meeting laws, meeting agendas can be amended with no notice. That means unscrupulous officials can wait for an unattended meeting and introduce and pass whatever they want with no public notice at all. Think it can’t happen here? Ewert said he recently spoke on the Brown Act at a gathering of civic leaders in Shasta County. One earnest official from a small government entity told him that at each meeting officials are asked if they want to add anything to the agenda. “Is that wrong?” the official asked Ewert. When Yee’s constitutional amendment makes it to a ballot, for your own sake, vote yes. Thomas Peele writes for the Contra Costa Times in Walnut Creek, from which this piece is reprinted with permission.

Private school principal: I value student journalism By Konnie Krislock Special to California Publisher A year after initiating a student newspaper at the oldest Catholic high school in the San Joaquin Valley, Principal Ed Borges has two words of advice to administrators who would like to follow his lead: “Start one!” The Pride, San Joaquin Memorial High School’s monthly, 10-page broadsheet, had its inaugural edition Sept. 24, 2009, introducing the Fresno campus to an organized student voice for the first time in almost 20 years. While 30 percent of high schools in California eliminated student publications, this private, parochial four-year school started one, and in bad economic times. “It is to their credit,” Borges said, “that The Pride is almost self-funded.” However, money was never an issue in deciding to promote student publications at SJMHS. “There is no difference between Catholic and public school students,” Borges said. “Students need a voice and an instrument to express their opinions.” He has two other reasons he believes student publications should exist. “Journalism is good practice for students to learn the basics of communications and an outlet for more creative types of students.” Borges, a former coach, said he has always been concerned about students who are not athletes, ones who fail to find a place to excel in the high school environment. He sees journalism as a “crossover” class where students realize academic accomplishments in an environment that teaches meeting deadlines and perfecting advanced technology to do page-design layouts. “The class teaches great, authentic, practical communication skills,” he said. “Student writers learn to be precise and accurate; they learn to support their material by providing background information

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

See PRINCIPAL, Page 14

You’re entitled to arrest data

Published quarterly by the California Newspaper Publishers Association 2000 O St., Suite 120 Sacramento, CA 95811 Spring, March 2011

and statistics, for instance.” Borges is quick to admit the student newspaper has brought a “sense of community” to SJMHS. “The Pride binds the campus together,” he said. “We anticipate its arrival on campus and appreciate the story ideas the student writers generate.” While the principal, one of four administrators on campus, sees The Pride as good public relations for the school, he does not consider it a public relations arm of the campus. “I like reading it each issue to see what students are thinking about,” he said. He favors interesting features where he can “learn new things, something I don’t know” about people on campus and the reviews students write about dining out and movies they attend. “I like articles about their ideas on the broader world,” he said. Because 99 percent of the senior class attends college, 40 percent of them at a four-year institution, he sees journalism as “absolutely necessary” to give students a voice and to give them another creative outlet during their four years on campus. Borges reads The Pride articles in advance of publication on GoogleDocs, exercising prior review. He has never pulled an article but has suggested several times that students “take a look” at an item when the headline, for instance, didn’t match the angle of the story. He agrees with California Ed. Code 48907, recently amended to include public charter schools in its First Amendment language, but because SJMHS is a Catholic school, “the diocese is sensitive about liability, especially privacy issues or anything that would damage enrollment,” he explained. He has supported controversial student stories on construction of the Memorial pool facility and a campus building with asbestos problems, and he has met with

arrests and incidents contained in We’re trying to find the reports unless disclosure would out the names of harm the investigation, a victim or people who have witness. had vehicles towed Section 6254(f)(2) deals with and placed on 30-day holds information contained in incident for driving without a license. reports and lists the information The individuals have not been you are entitled to including, “the arrested and the impoundments time, substance, and location of all are related to DUI checkpoints. complaints or requests for assisWe’re hearing that checkpoints HELPLINE tance received by the agency and are relatively ineffective at stopJim Ewert the time and nature of the response ping drunken drivers but do CNPA Legal thereto, including, to the extent result in substantial numbers Counsel the information regarding crimes of people being deprived of cars alleged or committed or any other and licenses, many of whom are incident investigated is recorded, illegal immigrants. the time, date, and location of occurrence, The records supervisor at the local police the time and date of the report, the name department said the information could not and age of the victim, the factual circumbe released, comparing it to information in stances surrounding the crime or incident, police reports. Can they deny our request? and a general description of any injuries, property, or weapons involved.” (Emphasis The exemption for law added) enforcement records in the I know of no relevant case law that CPRA is found in California expressly has interpreted 6254(f) to permit Government Code Section law enforcement to withhold this informa6254(f). The exemption allows the police tion. Therefore, I believe the police departdepartment to withhold the actual arrest ment is required to disclose the names of or incident reports but it also requires the the individuals whose property has been disclosure of specific information regarding

seized because the name and the fact that the property has been seized are key details that describe the circumstances surrounding these incidents. Moreover, Article I, Section 3(b)(2) of the state Constitution requires Section 6254 (f) to be broadly construed to provide public access to the names of these individuals.

Our county treasurer-tax collector recently changed her policy with regard to the type of property information she posts on the department’s website. Under the new policy, no address information is available about any property that is listed in the database on the treasurer-tax collector’s website. The address information contained in property records, however, is available at the treasurer-tax collector’s office. I asked why the address information is unavailable on the website, and the assistant treasurer-tax collector told me that the law prohibits the release of the home addresses of government officials such as council members, judges, prosecutors and police officers via the Internet. He said because there is no list of who those people are, the treasurer-tax See HELPLINE, Page 14

ADVERTISERS IN THIS ISSUE Davis Wright Tremaine ................................ 11 Graphic Communication Institute ................. 15 Kamen & Co. Group Services ..................... 18 Knowles Media Brokerage Services ............... 4 McGrann Paper Corp. ............................... 7

Mather Economics ........................................ 8 Myles Mellor Theme Crosswords ................. 4 Parade ......................................................9 Publishers Circulation Fulfillment Inc. .......... 5 TotalPaas ...................................................... 6

Transcontinental .................................. 13 TownNews.com ...................................... 7 The Ultimate Print Source ......................... 20 USA Weekend ....................................... 13

Spring 2011 California Publisher

PUBLISHER PROFILE

Lindsay Evans-Gabster Sun Newspapers, Seal Beach Give us your best Official Chamber of Commerce description of the Seal Beach Sun: The Sun Newspapers (formerly The Journal) has been published since 1967. Every Thursday our newspaper circulates to 32,000 residents serving the communities of Seal Beach, Rossmoor, Los Alamitos, Sunset Beach, Huntington Harbour, Naples, Belmont Shore and Park Estates.

PERSONAL STATS Name: Lindsay Evans Gabster Born: Feb. 26, 1979, Long Beach First job: Account executive, Sun Newspapers, Seal Beach Current job: Publisher, Sun Newspapers, Seal Beach

How would you define it personally? No other weekly community newspaper in the cities we circulate delivers a more effective local focus on people, politics, volunteer organizations, education and local sports than the Sun Newspapers. We are the go-to place for local news.

Family: My husband Barry Gabster; mother and father, Terry and Letha Evans of Seal Beach; brother, Taylor Evans of Encinitas.

Where exactly is Seal Beach? Seal Beach is the northernmost city in Orange County, in between Huntington Beach and Long Beach.

Education: B.A. in Advertising from Pepperdine University, Malibu

How many copies do you circulate? The Sun Newspapers circulates 32,000 free copies every Thursday, which consists of 22,000 residential delivery and 10,000 business delivery either to news racks or to individual businesses.

Community involvement and diversions: Seal Beach Chamber of Commerce, All4thekids.org, traveling and my pit bull, Petey Girl

Any niche publications? Our Sun News Leisure World edition is mailed to every resident in Seal Beach Leisure World the first week of every month and gives the residents of Leisure World not only information going on within their gated community, but the surrounding cities. What kinds of community outreach does your paper do? Every year we are one of the headlining sponsors of the Seal Beach Classic Car Show, which is one of the largest one-day events in the area. We also donate a prize called “Editor for the Day” to our local elementary school’s annual carnival silent auction. Parents can bid for their son or daughter to be “Editor for the Day” of the Sun Newspapers. This entails interviewing their school principal with questions derived from their classmates, and then having the article published in the newspaper. Tell us about your online and socialmedia efforts. We just got online about a year ago, so we are still fairly new to it. Our website compliments our weekly edition of the Sun Newspapers by spotlighting only a few of the main headlines online. People still have to pick up their newspaper to read about everything going on in their community. One online feature that has proven to be popular is our Poll Question. Every two weeks we pose a new poll question in the newspaper (regarding a current event, usually controversial) and our readers have to go online to vote. If you’re out in the community and see someone reading your paper, what do you do? I watch quietly and listen to their comments. You can learn a lot by listening. I will often share the comments whether good or bad with our editors. It usually turns into a great brainstorming session about ways we can improve the newspaper. I welcome good, constructive criticism because it only makes you better. What sparked your interest in newspapers as a career? In college I interned at the John F. Kennedy Center for the Performing Arts in Washington, D.C., at their in-house advertising agency. Part of my responsibility

Known for its oak grill, Walt’s Wharf serves fresh fish selections daily, an assortment of sandwiches, pasta dishes and excellent salads.

Lindsay Evans-Gabster says selling and managing for her Sun Newspapers group makes her job the best of both worlds. was writing the “Guides to the Lively Arts” (descriptions of the performances happening at the Arts Center) in the Washington Post. It was amazing to see my work (even though small) published in such a reputable newspaper. How did you get to where you are now? After completing my internship and graduating from Pepperdine University, I moved to San Sebastian, Spain, to learn Spanish. When I returned home seven months later, the vacation was over and it was time to find a job. I was living back at home in Seal Beach and happened to glance through the Sun Newspapers classified section where it was advertising for an outside sales position. I interviewed and got the job. After a year at the Sun Newspapers I left to work for OC METRO Magazine, the largest business lifestyle magazine in Orange County. I had been there for a few years when the Sun Newspapers called me back to see if I would be interested in joining the team again, but this time on a possible management level. I took them up on their offer starting as account executive, then three months later was promoted to associate publisher, then publisher of the Sun Newspapers and now, most recently, in addition to my roles at the Sun Newspapers I have been promoted to general manager of our other Orange County community newspapers (Event News, The Independent, Orange County News and Westminster Journal). What do you like best about your position? In addition to my management roles I have a sales territory. There was a time where I just managed and I truly missed selling. With the positions of both management and sales I get the best of both

worlds. What are you most proud of? I’m proud of being the publisher of the community newspaper I grew up with. I take great pride in my job. My parents have lived in Seal Beach since 1968. Our family and friends read this newspaper and every week it is my goal to put out the best community newspaper. Name a skill that you want to learn that would add value to your company. I would like to learn more about websites to increase online revenues. And what’s your deadline for learning and implementing it? It’s my 2011 initiative, so I’m giving myself until December. Who has inspired you? My family, specifically my parents. Even though my mother says I came out of the womb a leader, they played an intricate role in who I am today. Any ideas as to how a community newspaper should offer the right mix of folksiness and sophistication? Just listen to your readers … they will tell you. If we’re driving down Highway 1 looking for the best day at the beach, why should we pick your town vs. some other? Seal Beach is often referred to as “Mayberry by the Sea.” Its safe, quaint, small town charm will get you every time. People say it’s one of the last of its kind. Take a stroll down its “Main Street” for some shopping and fine dining. Eat lunch or dinner at Walt’s Wharf Restaurant. I promise you will thank me for the great recommendation.

How would you advise a young person with an interest in media to go about pursuing a career like yours? Network. Gain familiarity with people in the business, know exactly what type of role you want to take on, position yourself accordingly and never lose sight. You now have oversight of other papers in your corporation. Tell us a little about that new territory. It’s quite large with a total circulation of 78,500 every week to the cities of Cypress, West Garden Grove, Stanton, Buena Park, West Anaheim and Westminster. Our newspapers (Event News, The Independent, Orange County News and Westminster Journal) are “the community” news source for their circulation areas. What’s been the high point of the new responsibility? Brainstorming with my team on new ideas for the group of newspapers to increase revenue. Since I came on board we have refreshed our style guide, giving our newspapers a fresh look. We also combined our banner pages so the same banner pages run in all of our Orange County newspapers the same weeks to increase cross sales between our newspapers, therefore increasing revenue for the company. I’m very pleased with the success so far. What’s been the biggest challenge? Managing two offices and having a sales territory, I find my biggest challenge is just not having enough hours in my day to check off everything on my “To-Do List.” How has your membership in CNPA helped your business? The annual Press Summit that CNPA puts together has helped our newspaper group get face to face with several of the leading agencies and chain stores, which has led to advertising buys within our group of newspapers. Now you get to write your own question. You also have to answer it. Q: Did you ever think you would be in the role/position you are currently in? A: Yes. It’s what I’ve strived for.

4 California Publisher Spring 2011

These what-ifs concern publishers, and others Q: This issueâ&#x20AC;&#x2122;s column explores several Internet-related legal questions that commonly arise, along with a few (reality-based) zingers tossed in for good measure.

highlights a common plight that many publishers are now reviewing. They are asking: (1) Does allowing reader commentary -- to every news item -- add value? (2) Does allowing vile commentary diminish readWe have a regular visiersâ&#x20AC;&#x2122; experiences and tarnish the tor to our website who publicationâ&#x20AC;&#x2122;s hard-earned brand consistently only posts or do most readers ignore other the most insensitive readersâ&#x20AC;&#x2122; commentary or think and vile commentary to every news ONLINE nothing less of the publication item. What are our legal options? LEGALITIES for hosting it? (3) Are postSigned, A Desperate Online Editor. ers of such commentary paid Tom Burke subscribers or merely drive-by Dear Desperate: commentators with no financial Because of the immuor personal connection to the community? nity provided by Section 230 The legal and practical options available to of the federal Communications publishers in this situation are many -- so Decency Act of 1996, your legal options are the ultimate answer to your question may unlimited, from doing absolutely nothing be: What do you want your online readersâ&#x20AC;&#x2122; to remove or edit vile and libelous comexperience to be? mentary that is authored by a visitor to your website on one end of the spectrum to Iâ&#x20AC;&#x2122;m a first-year reporter and removing such commentary entirely on the have been working on an invesother end of the spectrum. tigative story for the past week. Internet publishers are expressly permitSurely itâ&#x20AC;&#x2122;s a Pulitzer Prizeted to edit out commentary they find is winner! Yet my editor is killing the piece â&#x20AC;&#x153;harassing or otherwise objectionableâ&#x20AC;? and because many of the facts are not true and not lose Section 230 immunity. In other my sources might be lying. Still, I canâ&#x20AC;&#x2122;t let words, Section 230 expressly encourages go of it. Iâ&#x20AC;&#x2122;m thinking about publishing the online publishers who host third-party draft article on my personal blog. Do you authored content to engage in publishersee any issues? Signed, Randy Reporter. like behavior about what content should be hosted or not, and enjoy absolute immunity Dear Randy: Does your current from tort claims (like lawsuits for libel or renterâ&#x20AC;&#x2122;s insurance provide libel invasion of privacy) regardless of what they coverage? Just kidding! decide to do. This gives publishers the freeDonâ&#x20AC;&#x2122;t publish that draft on dom to publish third-party authored items your personal blog. Not only will you perin full, in part or not at all. sonally face potential legal exposure if the Thatâ&#x20AC;&#x2122;s the legal answer to your quesfacts recited in the draft article are false tion in a nutshell. However, your question

Q: A:

and libelous, but your newspaper owns the draft story and has the right to control its publication (or not). Your newspaper has likely already thought about this â&#x20AC;&#x153;worst caseâ&#x20AC;? newsroom scenario and will take immediate steps to distance itself from your actions. You may be fired. Let the story go and move on to your next adventure.

A website with a confusingly similar domain name appears to be confusing some of our readers. They mistakenly type in this domain instead of ours. What can be done about this? Signed, Sloppy.

Dear Sloppy: Such Internet traffic-diverters emerged as the Internet began to be commercially developed. Although such problems have lessened considerably in the past decade, such faux websites exist because serious money can still be made through online advertising traffic, even if mistaken visitors only visit the faux site for a few seconds. In our experience, if you can manage to get a strongly worded demand letter into the hands of a real person associated with the faux site, the owner will likely voluntarily agree to stop using the website. While it is often extremely difficult to identify let alone communicate directly with the owners of such faux sites, spend the extra time and energy to try to reach them before initiating a formal domainname challenge and youâ&#x20AC;&#x2122;re likely to save money and hassle.

Iâ&#x20AC;&#x2122;m a blogger working under a freelance arrangement with my local daily newspaper. My column on local politics enjoys a large following. I really like blogging (particularly the part about writing in my pajamas from home!) but the pay is so low that Iâ&#x20AC;&#x2122;m seriously thinking of running for public office. Once elected, I could easily earn five times the pay I now receive for writing about politics! Can the newspaper force me to discontinue my blog while I run for office, or will they maybe be thrilled about the â&#x20AC;&#x153;insiderâ&#x20AC;? perspective I can provide readers about my campaign? Signed, Billy the Blogger.

Dear Billy â&#x20AC;&#x201C; while you enjoy the right to run for public office, your publisher enjoys the constitutional right to ensure that you do not single-handedly undermine the newspaperâ&#x20AC;&#x2122;s First Amendment voice by running for office while blogging about local politics for them. This is a complicated and rather uncharted area of the law, but just as reporters employed by the newspaper must likely adhere to a code of ethics that prohibits them from conduct like running for elected office, making political contributions or becoming personally involved in political matters, your freelance agreement with the newspaper likely also anticipates and proscribes such conduct. If it doesnâ&#x20AC;&#x2122;t, this will certainly be interesting! Thomas R. Burke is a partner with the San Francisco Office of Davis Wright Tremaine LLP, a CNPA Allied Member. Contact him at thomasburke@dwt.com or (415) 276-6552.

Online Media Campus webinars offer a boost to newspaper disciplines CNPA members can view webinars offered by Online Media Campus, which offers more than 20 high-quality, low-cost webinars in 2011. In its inaugural year, the program provided more than 3,900 newspaper employees with training. Most OMC webinars are $35 for early registrants. Currently scheduled for 2011

are: Qualities of Good Sales People, March 11 Social Media Ethics, April 7 Return to Sales Basics, May 12 In addition, webinars are also being

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Spring 2011 California Publisher

CNPA mobilizes on all ad fronts Millions of inserts, tens of thousands in rebates, dozens of clients and an energized staff are proof that CNPA is mobilizing in all directions to secure incremental revenue for its network members and for the association. l The National Preprint Nework has seen an increase in the number of accounts. Its total circulation is now at 51 million. Also, the NPN steering committee continues its advance work toward launching a new network among NPN papers with Hispanic publications. l Newspapers that participated in the Cal-SCAN and Cal-SDAN programs for the period July-December 2010 received rebates that totaled $86,907.45 for clas-

sified and $69,310 for the display ad network. The classified program has seen a positive improvement in revenue over the 2009 period. The improvements were seen in categories such as Truck Drivers, Land for Sale, Business Opportunities, Online Schools and Wanted to Buy. l CNPA Services scheduled ads for 33 clients since Oct. 1, 2010, and has found avid interest from several clients in running Post-It Note advertising. l CNPA’s newest venture, the QuarterPage Network, now includes 169 newspapers with a total circulation of 4.7 million. l Sales efforts continue for the California Banner Ad Network (Online Network) to

political and non-political clients. The network includes 144 California newspaper websites. With a $5,000 minimum buy, clients may request run of network, North or South, targeted section or congressional district. l All members of the CNPA Advertising Services staff are cross training to sell all CNPA revenue products. All of CNPA’s advertising networks may be sold by member newspapers. Publishers and advertising directors should spread the word: Take advantage of these opportunities to increase revenue. Questions? Contact Wolf Rosenberg, assistant director of Advertising Services, (916) 288-6036 or wolf@cnpa.com.

Of all the important departments ...

tion to your key department heads, Pop quiz: What is the most you’ll get myriad answers. important department in your The most obvious first response company? is “selling advertising.” After all, For the answer, we need to without revenue, the company will revisit business and marketing dry up and blow away. Circulation classes in college. Remember will inevitably say that without that half-hour session on stratestrong market coverage, you can’t gic planning? It told us to first sell and hold advertisers. Also true identify the company’s “drivenough. ing force” – the key to healthy If the thinking is extremely short growth and profitability. NEWSPAPER term, the emphasis will most defiWhat is the single most MARKETING nitely be on generating revenue. important department of your Scott Little Forget editorial content … let cirnewspaper? culation stall … and slip into neuThe politically correct answer, tral or eliminate all special projects of course, is that they’re all that hold little or no margins. of equal importance. It’s a team effort But if the goal is to survive and thrive – everyone pulling in the same direction in the longer run, I think it can be argued toward the common cause. that the “driving force” is content. Period. It Fact of the matter is that the answer to always has been. that question will change depending upon That was true Jan. 2, 1750, when the business model that’s in place. If the Benjamin Franklin published the first edigoal of the company is to maximize profits tion of The Pennsylvania Gazette, painsin the short-term, you will probably say takingly hand-set one letter at a time and that the advertising department is the most slowly stamped out on a primitive press. important. And, at cost-cutting time, it’s And it’s never been more true or more critiprobably the last place you’ll touch. In fact, cal than today. you might even add staff. In other words, it doesn’t matter how A number of major chains and individual sharp we are, how many pages our strategic newspapers did just that last year. I get plan is, how solid our circulation marketing mixed reviews on how successful that stratplans are, how much advertising we carry, egy is. how many awards we’ve won, how dynamic Now for the tougher question: Which the marketplace is or how much promotion department is the most crucial to long-term money we throw at it. profit maximization? If you pose that ques-

If the content doesn’t meet the reader’s needs, if the news presentation isn’t organized and reader-friendly, if it’s full of typographical errors, then chances are the reader will only look at it once or twice. That’s true of your digital effort as well. If your newspaper misses the mark, after the average consumer reads it once or twice, the rubber band or plastic bag won’t come off of it again. It will go from the driveway to the trash can. And you can drive all the traffic you possibly can to your website, but if the content isn’t there, you’ll get about two clicks … and then poof, they’re gone. And you won’t see those people back for years, if ever. Too many companies expect their existing editorial department (the one that’s already been trimmed down two or three times) to provide compelling, relative content for both the print and digital presentations. That’s a tall order. Our degree of success has always been directly related to how we whet and satisfy the news appetites of the public. Ben Franklin knew that over two centuries ago, but not enough media companies know that now. Scott Little is president of Media Recruiters in Chico, a CNPA Allied Member. He has produced content in this California Publisher column for more than 20 years. Contact him at slittle@mediarecruiters.com or call (530) 342-6036.

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The guy didn’t have a chance On an out-of-town trip, I walked through a shopping center to kill a little time before a meeting. While browsing through one of the smaller stores, I couldn’t help but overhear a brief conversation between the store owner and a local media salesperson. Here’s a recap: Salesperson: “I’m here to talk about your newspaper advertising.” Store owner: “We’re tightening our budget this year.” Salesperson: “Yeah, we’re hearing a lot of that lately.” Then he tucked his notebook under his arm and walked out of the store. End of conversation. That salesperson wilted before he gave himself a fair chance. I felt sorry for him. In AD-LIBS the face of resistance that wasn’t even stated John Foust as a direct objection, he quit. He walked out of the store thinking that he was a victim of the economy, when in reality he had been victimized by his approach (perhaps I should say his lack of approach) to selling. The damage didn’t stop there. In addition to losing a potential sale, the salesperson inadvertently reinforced the store owner’s concerns about the economy. Here are some lessons to learn from that unfortunate incident: 1. Have a positive attitude. Author Earl Nightingale wrote, “You become what you think about.” There is great truth in those words. If you wake up every day worried about the economy, it will show in your words and in your actions. Your advertisers will sense your anxiety, and – sure enough – they will be likely to make your worries become reality. On the other hand, if you think about all the ways your paper – your advertising product – can help businesses thrive in today’s economy, you will have a spring in your step and enthusiasm in your voice. When prospects talk about their marketing problems, it will be easier to keep your focus on positive solutions. Obviously, a positive attitude can’t guarantee that you will make a sale. But in most cases, a negative attitude will guarantee that you won’t. 2. Ask questions. Your positive attitude should be accompanied by an investigative mindset. See yourself as a detective. Don’t be afraid to dig down to the answers. Was the store owner really tightening his ad budget? Or was he simply attempting to dodge a sales pitch? The salesperson never found out, because he didn’t try to find out. What could he have done differently? For starters, he could have asked the store owner to clarify the vague statement about the budget. For example: l “You’re tightening your budget?” (Rephrase prospect’s statement as a question to invite explanation.) l “Does that affect all advertising, or just your newspaper advertising?” (Narrow the focus.) l “How are you deciding what to keep and what to cut?” (Open-ended probe for specifics.) Later in the conversation, the salesperson could have asked for details on budget amounts and results of past ad campaigns. In the world of selling, knowledge is power. A statement like “we’re tightening the budget” isn’t the end of a sales call. It’s the beginning. (c) 2011 by John Foust. All rights reserved.

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6 California Publisher Spring 2011

BATES From page 1 quality of his character through the words and stories of some of those who worked closest with him. They know him best, they’ve shared some special experiences and they can best reflect on how he influenced their lives. What follows comes from a number of contributors, some of whom you might identify by the stories they tell, mostly in their own words but for some minor editing on my part. I want to extend my thanks to each contributor for sharing these personal stories. And of course, my special gratitude goes to Jack’s wife Lou for her generosity and patience in sharing Jack with us for so long.

On management style: “Hire good people and then get out of their way” “Pretty early on, Jack said something like this to me: ‘My style is to let you do your job as creatively as possible without trying to get in your way. But I will not hesitate to take you out behind the woodshed if I have to.’” “Jack was extraordinarily active and visible around town,” and “because he came from a small newspaper background … there was a lot about The Sacramento Union that was very personable, that connected well with the people. They had better columnists than The Bee, which is why we went out of our way to steal them.” * “You never really see Jack laying blame about an effort that does not go well.

A legacy of service ... Jack is a quiet and unassuming leader, but one filled with a determination to do the right thing by his industry, his association, his employees, his directors, his colleagues, his friends and his family ... and he has. We are grateful for Jack’s years of service to our industry and CNPA. His quiet determination, his unwavering, selfless commitment and his many contributions that we benefit from today are, for me, perhaps best embodied in an inspirational quote that I have had on my desk for all my years in this business: A leader is best When people barely know that he exists. Not so good when people praise and acclaim him; Worse when they fear and obey him.

Fail to honor people; they fail to honor you. But of a good leader, who talks little, When his work is done, his aim fulfilled, The people will say, “We did this ourselves.” —Lao-tzu (604-531 BC)

CNPA President Ron Redfern is publisher of The Press-Enterprise in Riverside. Contact him at (951) 368-9515 or rredfern@pe.com. * Recalled by Frank R.J. Whittaker, CNPA’s 1997 president and Sacramento Bee general manager during Bates’ days as Sacramento Union publisher. ** Remembered by Sharla Trillo, CNPA Advertising Services director and an ad manager for Bates at The Sacramento Union.

I N E N O W! L N O

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And then there is Jack being Jack: “I am what I am what I am ...” “Jack is one of the most knowledgeable college basketball fans I have ever met ... not just because of the success of his beloved Duke Blue Devils.” He “can tell you a lot about any Top 25 team. He gets a little sad after March Madness, as he is definitely NOT a baseball fan (‘It’s like watching paint dry.’),” and, “likewise, he has almost no interest in pro basketball.” “Jack enjoys a good single-malt Scotch.” “Every once in awhile” Jack “would forget the name of a member of the staff.” One memorable instance involved “a publications editor named Jody Morris. For whatever reason, Jack got it into his mind that the editor’s name was Jodie Foster,” and “from that point on, whenever he introduced her or referred to her she was Jodie Foster.” Despite her ongoing corrections and those of the staff, Jack’s persistence was eventually rewarded “when the envelope of news clips came to us from Allen’s addressed to ‘Editor Jodie Foster.’”

Jack Bates with CNPA Board member John Burns, Petaluma Argus-Courier, above left; and with member John Wilcox, San Francisco Examiner, above.

On decision making: “Slow and steady wins the race” “When Jack first arrived at CNPA, it took a while for some of us to get used to his style of making decisions, even ones some of us thought could be made immediately, without hesitation. But he gave us fair warning. He said, ‘My style is to just kind of plod along, asking lots of questions, talking out loud, testing various scenarios, until we somehow arrive at a course of action.’” “Jack’s decision-making style frustrated a few CNPA veterans” when he first came onboard. “Then, overnight, CNPA seemed to just explode from a sleepy trade association with under 20 employees to one with two subsidiary corporations, over 100 employees and a monster ad placement service that dominated the efforts of every other press association. For moving so slow, Jack moved pretty fast.”

Instead, he somehow just communicates the idea that we need to stop whatever is not working and find a new way forward.” “Jack really knew how to run an operation efficiently. He personally added years to the life of The Union (by) protecting the bottom line.” * “No. 1: People skills; No. 2: Communications; No. 3: He doesn’t hesitate to roll up his sleeves and work alongside his people. He makes everyone feel important. He gives you the room and the space to do the job on your own, but he’ll … pull you back if he has to.” **

On behalf of the entire CNPA Family, thank you, Jack. Please attend CNPA’s 2011 Press Summit, April 14-16 in downtown Los Angeles, and join with many past presidents, staff and members to pay your respects to Jack and Lou at the very special dinner on Friday night honoring Jack on his well-earned retirement. More importantly, we’ll recognize him for his 20 years of outstanding service and contributions to CNPA.

DON

On relationships ... lasting and meaningful “I remember the first few times I flew across the country with Jack. It seemed that no matter which airport we landed in, Jack would run into some friend, acquaintance or long-lost colleague. It happened so frequently, I concluded that Jack knew just about everybody. In fact, his relationships run so deep and wide there is probably no state or major city in which he could exist long unnoticed.” “From the moment I first met Jack and Lou, I was impressed with their graciousness, kindness and warmth. I will forever love Jack for the support he gave me during my presidency. I was inducted as CNPA’s president just 16 days before my son died in July 2007. Jack graciously and quietly handled many of the details of my role without ever making me feel guilty or pressured. He is a gentleman in every way. I am blessed that our paths crossed.” “Jack and Lou have a huge number of close friends and ... Lou, as you know, has a particular talent for making virtually anyone feel welcomed and at ease.” “I recall how much I learned from Jack … he used to join me in the pre-convention meetings with hotel management staff,” where “his charm and honest-to-goodness candor set the tone that made the hotel staff want to take very good care of the association’s guests ... and I try to emulate his example.” “Over the two decades of working with Jack, I have seen dozens of instances in which he showed tremendous patience and compassion for his employees,” by doing “many small and sometimes big things to help them succeed.”

Clockwise from top left: Jack Bates with 2005 CNPA President Will Fleet, with 2006 CNPA President Jerry Bean and CNPA attorney Jim Ewert, with CNPA Board member Bill Brehm Jr.

NATE ON

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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! Foundation

Spring 2011 California Publisher 7

SUMMIT From page 1 your key managers. While the Summit is organized and presented by CNPA, it is done so in conjunction with the help and support of our state’s advertising and editorial associations. This year’s Summit is one you can’t afford to miss. “After three of the toughest years ever in our business and profession, attending the Summit makes a statement that you and your newspaper are back in the game,” said CNPA President and Summit Co-Chair Ron Redfern., publisher of The Press-Enterprise in Riverside. For advertising professionals, the Summit provides a great learning opportunity to interact with terrific speakers, experts, panels and presenters who deal with: l facing a new communication paradigm; l advertising plans, strategies and buying decisions; l targeted distribution strategies that increase penetration and grow ad revenue; l growing revenue and clients using apps, waps and maps; l transforming your legacy sales force into an effective, consultative multi-media sales organization; l growing audiences and revenue via premium content models for print, online and mobile platforms; and l how to remain strong in print and grow your digital future. For editors, there is insight into: l facing a new communication paradigm; l restoring community connections and spark at your newspaper; l an investigative journalism project that rocked the state: the Bell scandal; l one of the more challenging and contentious issues in our state, public pensions; l tapping into best practices for delivering content on smartphones, iPads and Androids; l growing audiences via premium content models for print, online and mobile plat-

forms; l what you need to know and how to leverage CPRA for access and l how to remain strong in print and grow your digital future. View the complete program now and make plans with your team to attend this, THE West Coast gathering for newspaper professionals.

2011SUMMIT

PRESS&G.A.

SPEAKING TRUTH & SERVING COMMUNITIES THE NEWSPAPER IN ITS FOURTH CENTURY

Wed., April 13, 2011 3:00 p.m.-5:00 p.m.

Thursday, April 14

7:30 a.m.-4:30 p.m. 8:00 a.m.-9:30 a.m. 9:45 a.m.-10:15 a.m. 10:30 a.m.-11:30 a.m. 11:30 a.m.-4:30 p.m. 11:45 a.m.-1:00 p.m. 1:15 p.m.-2:45 p.m. 3:00 p.m.-5:00 p.m. 6:00 p.m.-9:00 p.m.

Speaker: Michael Zimbalist, “The New Communication Paradigm” Zimbalist, the New York Times Co.’s vice president for Research & Development Operations, will discuss the very rapid changes in digital technologies and platforms that continue to change consumer behavior, and how the paradigm of publishing is giving way to the paradigm of communicating. As newsmedia publishers struggle to innovate through this rapid evolution, new opportunities are emerging to grow audiences and revenues.

Executive Committee Meeting

Registration and Hospitality CNPA Governmental Affairs Committee Meeting CNPA Annual Business Meeting CNPA Board of Directors Meeting Sponsor Display Tables Welcome Luncheon - Keynoter Michael Zimbalist Resource Roundtable Session Advertiser Roundtable Session Opening Reception, Dinner and Entertainment

Fri., April 15, 2011 7:00 a.m.-4:30 p.m. 7:15 a.m.-8:15 a.m. 8:30 a.m.-9:30 a.m. 8:30 a.m.-9:30 a.m. 8:30 a.m.-4:30 p.m. 9:45 a.m.-10:45 a.m. 11:00 a.m.-11:45 a.m. Noon-1:30 p.m. 1:45 p.m.-3:00 p.m. 1:45 p.m.-3:00 p.m. 3:15 p.m.-4:30 p.m. 3:15 p.m.-4:30 p.m. 6:00 p.m.-9:00 p.m.

1:15 to 2:45 p.m. General Session I Resource Roundtables The resource roundtables will match newspaper representatives with their business partners to share the exciting things they are doing together. Discussions at each of the 18 tables will be moderated by a newspaper representative and/or by a newspaper with one of the Summit sponsors. Attendees will visit up to four tables over the hourand-a half session. Roundtable Participants: CIPS Marketing l Marketwire l Mather Economics l Reuters l Seeing Interactive l TotalPaas

Tentative Schedule

Thurs., April 14, 2011

11:45 a.m. to 1 p.m. Welcome Luncheon

April 14-16, 2011 Wilshire Grand Los Angeles, California

Registration and Hospitality Women Executives’ Breakfast New Trends in Non-Paid Distribution Models Restoring Community Spark Sponsor Display Tables G.A. - Lessons from the City of Bell Panel Scandal G.A. - Pensions? California’s Next Crisis? G. A. Luncheon - Gov. Brown invited Apps, Waps, and Maps: How to Make Money News on the Go Multi-Media Sales Transformation Growing Digital Audiences-Premium Content Model Reception, Silent Auction, and Bates Retirement Fete

Sat., April 16, 2011 7:30 a.m.-1:00 p.m. 8:00 a.m.-9:30 a.m. 9:45 a.m.-11:15 a.m. 11:30 a.m.-1:30 p.m.

Registration and Hospitality CA Public Records Act Nuts ‘n Bolts Conflicting Priorities? Can You Maintain a Print Foothold While Growing Digital Future?-Clark Gilbert BNC Awards Luncheon and Show

TownNews.com Myles Mellor Theme Crosswords l Transcontinental l

3 to 5 p.m. General Session II Advertiser Roundtables

Advertiser roundtables will offer the opportunity to meet with key advertising decision makers and hear firsthand their media plans and strategies for the coming year. Including: See Page 8

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8 California Publisher Spring 2011

20 11SUMMIT 201 PRESS & G.A.

Speaking Truth and Serving Communities: The Newspaper in its Fourth Century

From Page 7 l

Allied Integrated Marketing Best Buy l Target l Coldwell Banker l ID Media l Local Getaways l JC Penney (ACG) l Michaels (ACG) l Staples l Goodway Group l CS, Inc. l

6 to 7 p.m. Opening Night Reception Sponsored by the Los Angeles Times

7 to 9 p.m Dinner/Entertainment Will Durst, Political Satirist Outraged and outrageous,Will Durst is as current as today’s headlines, as accurate as a sniper and universally acknowledged by even his peers as the nation’s foremost political comic. A midwestern baby boomer with a mediainduced identity crisis, Durst is an equal-opportunity offender and is exceptionally adept at swatting both partisan political piñatas upside their heads. He is a five-time Emmy nominee and recipient of seven consecutive nominations for the American Comedy Awards Stand Up of the Year. Will Durst’s performances are made possible by the First Amendment.

FRIDAY, APRIL 15

7:15 to 8:15 a.m. Women Executives’ Breakfast Host: Debra Hershon, publisher, Half Moon Bay Review The informal breakfast discussion will center around “What do you do day in and day out to stay energized and ready to attack the task at hand?” and “How do you energize others, get them excited and spark their performance?” All women managers are invited to attend the breakfast.

8:30 to 9:30 a.m. CONCURRENT SESSIONS I AND II

l John McKeon, President and General Manager, The Dallas Morning News l Steve Winslow, Print Media Buyer, Best Buy l Devin Hedberg, Print Media Analyst, Best Buy

Would you like to hit a more targeted audience while growing incremental revenues? Do you want to increase market penetration with a low cost solution? Would you like to save distribution expenses? If your answer is yes, then we have a panel of six industry experts who will show you how! Hear newspaper executives from Gannett and A.H. Belo, advertising executives from Best Buy and ACG Media, and distribution company CIPS, discuss strategies for serving customers and generating new revenue streams.

Restoring Community Spark Moderator: Steve Lambert, editor and publisher, The San Gabriel Valley Newspaper Group, West Covina Panelists: l Tim Gallagher, President, Gallagher 20/20

Marcia Parker, West Coast Editorial

Session II

See Page 10

Session I Trends and Best Practices in Core Paid, TMC and Sunday Select Type Distribution Programs Moderator: Aaron Kotarek, Vice President/Circulation & Distribution, The PressEnterprise, Riverside Panelists:

mather: Circulation, Revenue and Retention Analytics Experts Matt Lindsay l

Colleen Brewer, Vice President, National Ad Sales, Gannett Co., Inc. l Chris Cope, CEO, American Communications Group l Ken Higdon, Vice President of Business Development, CIPS Marketing Group, Inc.

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Spring 2011 California Publisher 9

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10 California Publisher Spring 2011

20 11SUMMIT 201 PRESS & G.A.

Speaking Truth and Serving Communities: The Newspaper in its Fourth Century

From Page 8

Director, Patch l Marc Wilson, Founder/CEO, TownNews. com Is your newspaper as connected to your community as it used to be? Has Patch or some other competitor set up shop in your town? What can you do about it? â&#x20AC;&#x153;Restoring Community Spark,â&#x20AC;? a session for editors and publishers, examines this industry dilemma from the perspective of a newspaper executive, a former newspaper executive and Patchâ&#x20AC;&#x2122;s West Coast editorial director. Hear what they say weâ&#x20AC;&#x2122;re doing right -- and wrong -- and what we can do to bring â&#x20AC;&#x153;communityâ&#x20AC;? back into community newspapering.

9:45 to 10:45 a.m. General Session III: Government Affairs Day Lessons from the City of Bell Scandal Moderator: Russ Stanton, Editor, Los Angeles Times Panelists: l Jeff Gottlieb, Reporter, Los Angeles Times

Steve Marble, Writer, Los Angeles Times Kenneth R. Pulskamp, City Manager, City of Santa Clarita l

11 to 11:45 a.m. General Session IV: Government Affairs Day

Make time for talk with advertisers face-to-face with key advertising decision makers who represent some of your most important clients. It is one of those rare occasions where you can build and improve your relationships and capture insights that can position your news media organization to serve them better. Donâ&#x20AC;&#x2122;t overlook this opportunity.

Understanding your customers and staying abreast of their advertising strategies and media plans has always been important. But itâ&#x20AC;&#x2122;s never been more challenging than in todayâ&#x20AC;&#x2122;s dynamic and rapidly changing digital media marketplace. The Press Summitâ&#x20AC;&#x2122;s Advertiser Roundtables on Thursday afternoon, April 14 provide you the unique opportunity to sit

Pensions: Californiaâ&#x20AC;&#x2122;s Next Crisis? some examples of how to tell it.

Moderator: David Lauter, Assistant Managing Editor, Los Angeles Times Panelists: l Dan Borenstein, Columnist / Editorial Writer, Contra Costa Times, Walnut Creek l Karl Olson, Partner, Ram & Olson, San Francisco l John Tavaglione, President, California State Association of Counties (CSAC), and Riverside County Supervisor l Don Knabe, Director, California State Association of Counties (CSAC), and Los Angeles County Supervisor

Noon to 1:30 p.m. Friday Governmental Affairs Luncheon Speaker: California Lt. Governor Gavin Newsom (invitation pending)

Moderator: Frank Pine, Editor and General Manager, Inland Valley Daily Bulletin, Ontario

Moderator: Andy Vogel, vice president â&#x20AC;&#x201C; Emerging Media, Los Angeles Times Media Group

Panelists: l Nels Jensen, Director/ Content & Programming, Enterprise Media, Riverside l Wade Beavers, cofounder and CEO, DoApp, Inc.

Panelists: l Jason Aplin, Managing Partner, W3 EDGE l Dea Lawrence, Vice President, Pointroll l Shuki Lehavi, CEO, Gumiyo l Matt Shaw, Director,

See Page 12

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Session III Apps, Waps, and Maps: How to Make Money and Earn Loyalty to Mobile

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WAP and APP and Geo-Location create marketing possibilities and current best practices. Where should you invest advertising dollars now and in the future? l Get up to speed on the latest trends, social aspects and privacy implications of location-based tactics. l Learn to integrate this technology into your current advertising and marketing strategies.

1:45 to 3 p.m. CONCURRENT SESSIONS III AND IV

1 ,2 $7

Google AdMob

Host: Ralph Alldredge, CNPA, PresidentElect, Publisher, pictured, Calaveras Enterprise Welcoming Remarks by Los Angeles Mayor Antonio Villaraigosa

California cities, counties and the state, itself, have promised billions of dollars in future pensions which are currently underfinanced. The underfunded pensions threaten to swamp public budgets over the next decade, even as the state tries to pull out of a deep recession. But this is not just a greeneyeshade story. The problems and abuses of pensions can be grist for great journalism. Learn what this story is all about and see

Following a tip, the Los Angeles Times made a public records request that uncovered huge public official salaries, corruption and alleged crimes in the blue collar City of Bell. The Times series of stories

rocked the state and re-energized newspaper scrutiny of local government agencies and public employee compensation practices and the response from city, county and state government and their representative organizations has resulted in legislative hearings and efforts at reform. Hear the story behind the story from the reporters and editors who broke it.

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Spring 2011 California Publisher 11

12 California Publisher Spring 2011

20 11SUMMIT 201 PRESS & G.A.

Session V Multi-Media Sales Transformation Moderator: John Burns, publisher, Petaluma Argus-Courier Presenters: l David Burns, Publisher/ Managing Director, Los Angeles Times Media Group l Carolyn McCulligh, Advertising Director, The Press Democrat, Santa Rosa l Russ Stewart, Regional Advertising Manager, The Press-Enterprise, Riverside Learn how to maximize advertising revenues by forging an effective multiple platform sales operation. Participants will learn how to develop an agency, customer-centric approach to helping small- and medium-sized businesses market their products and services on print, web and mobile platforms. Speakers will show how they reorganized their sales organizations for growth using innovative incentive plans, a consultative sales approach and a more efficient operational structure.

Session VI Growing Digital Audiences and Revenue with a Premium Content Model Host: Cheryl Brown, publisher, Black Voice News, Riverside Panelists: l Roger Coover, Publisher, The Record, Stockton l John McKeon, President and General Manager, The Dallas Morning News l Jeff Herr, Vice President/Interactive, California Newspaper Partnership, MediaNews Group, San Jose

You will hear what three newspaper leaders are doing to implement paid content initiatives across multiple digital platforms including online, tablets and mobile devices. You’ll learn how their strategies can build a profitable online business model by leveraging the value of our content in the multiple ways readers want it delivered, and how digital content is driving

An evening with Mark Twain (his ghost portrayed by McAvoy Layne) and a retirement celebration for CNPA Executive Director Jack Bates

SATURDAY, APRIL 16 8 to 9:30 a.m. General Session V CPRA Nuts ‘n Bolts Moderator: AI Wickers, Davis Wright Tremaine, Los Angeles Office Panelists: l James Chadwick (not pictured), Partner, Sheppard Mullin Richter & Hampton LLP l Tim Crews, Editor and Publisher, Sacramento Valley Mirror, Willows

Judge Lee Edmon, Los Angeles Superior Court Judge, Los Angeles County l Carolina Garcia, Executive Editor, Los Angeles Daily News, Woodland Hills l Garrett Therolf (not pictured), Staff Writer and Reporter , Los Angeles Times Panelists, including journalists and lawyers, follow the trail of public records from birth to death and explain just what information is available, where you go to get it and how to overcome obstacles to access.

9:45 to 11:15 a.m. General Session VI Conflicting Priorities? Can You Maintain a Print Foothold While Growing Digital Future? Host: Marty Weybret, publisher, Lodi NewsSentinel Speaker: Clark Gilbert, President, Deseret News & Deseret Digital Media, Salt Lake

One of North America’s leading authorities on media innovation will share his plans, early success stories and lessons learned. Clark Gilbert will talk about a new business model for media companies and will also address content strategies that are being employed. Already these new strategies have significantly reduced costs while greatly improving content. Industry executives will be treated to a rare speaking appearance by one of the brightest minds in the business. 11:15 to 11:30 a.m. Refreshment Break 11:30 to 1:30 p.m. BNC Awards Luncheon and Show Master of Ceremonies: Will Fleet, publisher, The Fresno Bee Presentation: Weekly Newspaper Award Winners l Entertainment: Mark Twain Impersonator l Daily Newspaper Award Winners l

SPECIAL THANKS TO OUR 2011 SUMMIT SPONSORS Host Newspapersst

3: 15 to 4:30 p.m. CONCURRENT SESSIONS V AND VI

7 to 9 p.m Dinner/Entertainment

Premiere

Are you getting the most out of your mobile media strategy? As more and more people turn to Androids and iPads to get their media fix, it’s incumbent upon us to deliver news and information in an engaging and efficient manner across multiple platforms. “News on the Go” focuses on best practices for delivering content and reaching new audiences on mobile platforms from the perspective of a newspaper executive and the co-founder and chief executive officer of mobile developer DoApp,

City

6 to 7 p.m. Reception l Silent Auction Premiere Sponsor Infomercials

Platinum

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new advertising revenues from small- and medium-sized businesses.

Gold

Speaking Truth and Serving Communities: The Newspaper in its Fourth Century

Spring 2011 California Publisher 13

Turn over a greener leaf Being green is easier when you have the right partner. At Transcontinental, weâ&#x20AC;&#x2122;ve implemented Sustainable Business Practices aimed at using, re-using and recycling resources more efficiently. Triple-certified by the FSC, the SFI and the PEFC, we make it easy for you to make more environmentally responsible paper decisions through our Paper Purchasing Policy, part of our comprehensive environmental commitment. Turn over a greener leaf today. transcontinental-printing.com/environment

14 California Publisher Spring 2011

CNPA 2010-2011 Board of Directors Officers

Ron Redfern

Ralph Alldredge

President-elect President The Press-Enterprise Calaveras Enterprise San Andreas Riverside

Amy Pack

John Burns

Vice President Visalia Times-Delta

Secretary-Treasurer Petaluma Argus-Courier

Tony Allegretti Immediate Past President MainStreet Media Group, Gilroy

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 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 David Herburger Galt Herald Debra Hershon Half Moon Bay Review Terry Horne The Orange County Register, Santa Ana Bill Johnson Palo Alto Weekly Eric Johnston The Modesto Bee Gene Lieb Los Banos Enterprise Ed Moss The San Diego Union-Tribune Paul Nyberg Los Altos Town Crier Phyllis Pfeiffer La Jolla Light Scott Pompe Tribune Community Newspapers Cynthia Schur Santa Maria Times Brenda Speth The Napa Valley Register Mike Taborski Feather River Bulletin, Quincy Mac Tully Bay Area News Group Frank Vega San Francisco Chronicle Edward A. Verdugo The Event News-Press, Cypress Marty Weybret Lodi News-Sentinel John Wilcox The San Francisco Examiner Arnold York The Malibu Times

Good writing has strong genes percent decline. To improve our writing, it helps to think of its DNA. Like l We continue with projected our genetic building blocks, the overall volume, but the percent“genes” of writing – the progresage is for first-class mail. And sion of ideas and the sentences what does 37 percent represent, and paragraphs used to express the drop from 2006 or the drop them – have natural points at from now until the end of the which they connect. next decade? Fail to observe those connecl Then we shift to the Postal tions, and you get a bit of a jumService’s loss. ble. Consider this excerpt from a l Back to first-class mail, but COMMON recent story on a rejected postal now the comparison is 2000 to SENSE rate increase: JOURNALISM 2009. It wasn’t too long ago, only l Then back to comment on Doug Fisher 2006, that business was so hot finances. the Postal Service handled 213 Instead of making reader conbillion pieces of mail – an all-time high. fusion more likely, let’s rethink the DNA by Then came the online assault on first-class grouping things and using the natural conmail: paperless billing by utilities, stock nection points: brokerages, name it. l Overall mail comparisons The latest mail-volume tally, for the l First-class is the backbone of financing, fiscal year that ended Sept. 30, was 171 and there was this recent huge loss. billion pieces – a 20 percent decline from l Much of the problem from assault on 2006. By the end of the next decade, profirst-class mail. jected volume will be 150 billion, reprel Here’s exactly what’s happened to firstsenting a roughly 37 percent drop in firstclass, then another comment on how it class mail alone. hurts. The Postal Service recorded an $8.5 bilIt wasn’t too long ago, only 2006, that lion loss for the year that ended Sept. 30. the Postal Service handled 213 billion piecIn 2000, the Postal Service handled 103.5 es of mail – an all-time high. For the fiscal billion pieces of first-class mail. In 2009: year that ended Sept. 30, volume dropped 83.8 billion. Frey said the shift to online 20 percent to 171 billion, and by the end of billing is a factor. “Every time that hapthe next decade, projected volume is 150 pens, we have 44 cents less that comes to billion. us.” First-class mail has “been the backFirst-class mail has “been the backbone bone of our financing,” Frey said. of our financing,” Frey said. But in the fisLet’s look at the DNA: cal year that ended Sept. 30, The Postal Service recorded an $8.5 billion loss. The l Overall mail figures for 2006. shift from first class mail to online billing l First-class mail hurting from the “online – by utilities, stock brokerages, you name assault.” it – is a factor, Frey said. l Then it’s back to overall mail and a 20

Bush to CNPA Board CNPA President Ron Redfern appointed Toebe Bush, top executive of Century Group Newspapers, to the CNPA Board of Directors. He succeeds Century Group owner Gerald A. “Jerry” Bean, 2006 CNPA president, who has resigned the board upon his retirement. Century Group publishes six community newspapers in San Bernardino and Riverside counties with a combined circulation of 104,000 copies. Bush has been with Century Group since 2001.

In 2000, the Postal Service handled 103.5 billion pieces of first-class mail. In 2009: 83.8 billion. Every time a bill is paid online, Frey said, “We have 44 cents less that comes to us.” It’s also important to avoid packing too many ideas into a paragraph, especially a lead, or the DNA becomes tangled. We still see too many leads like this: The Senate voted to end a prohibition on gays serving in the military in a rare Saturday vote that reversed a Clinton-era policy and revealed deep partisan tension in the Senate as members cast their third votes of the year on the issue. That’s a 43-word monster with five ideas for the reader to absorb: l Senate votes to end prohibition on gays. l Rare Saturday vote. l Reverses Clinton policy. l Deep partisan tension in Senate. l Third vote on issue this year. Regroup and simplify the DNA, partly by putting a stop in the middle so that readers can catch a breath. Nothing says the time element must be in the first sentence, and often it helps to move it out: The Senate has reversed a Clinton-era policy and voted to end a prohibition on gays in the military. The rare Saturday vote revealed deep partisan tension as senators cast their third votes of the year on the issue. That also takes it to 38 words. Pay attention to your writing’s DNA and you’ll end up with stronger, more readerfriendly work. Doug Fisher, a former AP news editor, teaches journalism at the University of South Carolina and can be reached at dfisher@ sc.edu or (803) 777-3315. Past issues: http:// www.jour.sc.edu/news/csj/index.html.

12 new CNPA members confirmed The CNPA Board of Directors approved the admission of these 12 members at its Feb. 3 meeting in Sacramento. Active Santa Monica Mirror (weekly), Marina del Rey; T.J. Montemer, publisher l Mission Times Courier (weekly), San Diego; Jim Madaffer, publisher l The Downey Patriot (weekly), Jennifer Dekay-Givens, publisher l

Allied American Circulation Innovations (ACI), Long Beach; Keith Somers, president and CEO l CIPS Marketing Group Inc., Los Angeles; Kennedy Higdon, vice president of business development l Publishing Group of America, Franklin, Tenn.; Chris Kreidel, regional director l Davis Wright Tremaine LLP, Los Angeles; Kelli Sager, partner l

Campus

Additional Active

The PH Balance, Pacific Hills High School, West Hollywood; Judy Temes, adviser l Jaguar Times, South East High School, Southgate; Don Cotton, adviser l

The New Mountain Pioneer (monthly), Frazier Park; Gary Meyer, publisher l Sierra Lodestar (weekly), San Andreas; Ralph Alldredge, publisher l Mission Valley News (monthly), San Diego; Jim Madaffer, publisher

CNPA membership, across all categories, totals 841 members.

policy for both high schools. The Pride journalism class taught by Pat Geil, who is also the varsity basketball coach, is popular, Borges said. “Pat’s class is in demand. He has to establish an application process now,” the principal noted, “because the class holds 20 and last year we had 50 students try to get in it. “They see the product and they want to be part of that,” Borges continued. “This publication has definitely improved both our school image and school spirit. There’s

a buzz on campus the day The Pride comes out.” Now the principal would like to see The Pride staff enter competitions with the publication. It is already online with a beginning web edition, which Borges describes as a technical transition that is a “no brainer.” Konnie Krislock is currently a national Journalism Education Association mentor to five new journalism advisers in California. Contact her at kekrislock@ sbcglobal.net.

Section 6254.21, an elected or appointed official includes, but is not limited to, all of the following: (1) State constitutional officers. (2) Members of the Legislature. (3) Judges and court commissioners. (4) District attorneys. (5) Public defenders. (6) Members of a city council. (7) Members of a board of supervisors. (8) Appointees of the governor. (9) Appointees of the Legislature. (10) Mayors. (11) City attorneys. (12) Police chiefs and sheriffs. (13) A public safety official as defined in Section 6254.24 (14) State administrative law judges. (15) Federal judges and federal defenders.

(16) Members of the United States Congress and appointees of the president. Government Code Section 6254.21 only precludes the posting of this information on the Internet. The statute does not allow a state or local agency to withhold this information from the records it maintains in a non-Internet format. Property information (including the address of any person -- yes, even public officials) that the treasurer-tax collector maintains in any other type of format, unless some other exemption applies, is required to be disclosed. While Section 6254.21 doesn’t prevent you from getting the information, it does prevent you from getting it conveniently. Contact Jim Ewert with your HelpLine questions at (916) 288-6013 or jim@cnpa. com.

PRINCIPAL From page 2 Film Club members who are examining cyber-bullying and the effects of Facebook content. “I always try to ask: What can adults do to help kids?” he said. “I encourage content that is pertinent to the age group. Our job is to protect kids.” Spurred by a suggestion from The Pride co-editor-in-chief, Quinn Western, Borges planned to meet in December with the diocese superintendent and the principal of Garces Memorial High School in Bakersfield to formulate a publications

HELPLINE From page 2 collector posts no addresses on the website. Is the treasurer-tax collector able to withhold the address information? A: In response to the fear that the Internet could be easily used to identify the residence of a public official by persons wishing to cause them harm, the Legislature passed and the governor signed into law, over CNPA’s objections, legislation that prohibits state and local agencies from posting the home address or telephone number of any elected or appointed official, as defined, on the Internet without first obtaining written permission of that individual. According to the statute, California Government Code

Spring 2011 California Publisher 15

CONTAC T

U S

Subscribe to California Publisher: Bryan Clark (916) 288-6001 bryan@cnpa.com 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) 288-6017 diane@cnpa.com Change your address; update information: Bryan Clark (916) 288-6001 bryan@cnpa.com 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 Legislative issues: Tom Newton (916) 288-6015 tom@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 Membership Services: Bryan Clark (916) 288-6001 bryan@cnpa.com Donations to the CNPA Foundation: Joe Wirt (916) 288-6021 joe@cnpa.com

FOWLER From page 2 Use this very brief tutorial to help you quickly improve the web ad process — both for you and for the advertiser, to make any money. Step 1: Put an “outrageous” bribeoffer in the headline. Why? To cause an instant “click” and to generate a lead. Keeping the advertiser’s pipeline full of leads is the job of the ad. Just like the ad below does. Note I said “generate a lead; not make a sale”. Most smaller advertisers don’t have the online credibility of a Southwest Airlines, for example, so they have to generate as many leads as possible, before they can make a sale. Step 2: Link the web ad to a Squeeze Page. A Squeeze Page is a dedicated page that collects important customer date, such as the first name, last name and email address. This information is used to populate the advertiser’s database. The database is used to grow retention sales through the use of email blasts, for example.

Once the advertiser has an established relationship with customers, then, and only then, can they get the physical address, phone number, anniversary, DOB, etc. to further enrich their database. Step 3: Create an email coupon that prospects can download and bring with them to the restaurant, store or business. This campaign, in a smallmarket newspaper, generated 111 redemptions — in one short week. Guess what the advertiser did? What anybody else who experiences ad success does: bought more ads in the newspaper. To see your web ad sales climb, call David Fowler at (760) 822-2133 and he’ll help you generate more revenues. This concludes our series of four David Fowler articles on advertising design.

They are ideal for training or updating your ad team. If you missed any of the first three segments, let us know and we can shoot you a copy: joe@cnpa.com.

RECRUIT From page 2 Of critical importance, MediaNews Group and Chico State forged a partnership in which the corporation provided $59,000 over four years for recruitment, scholarships and internship stipends. Late last year, MediaNews Group regretfully declined our request to renew that funding. We would not have been able to change the face of Chico State’s journalism program, as we have done over the past several years, without the company’s financial backing. I am disappointed that MediaNews won’t be with us to build on those successes. Fortunately, a wealthy philanthropist and great friend to California journalism wrote

Left: Southwestern College students visit Chico State thanks to a recruitment grant originally funded by MediaNews Group. Below: Chico State professor Dave Waddell, right, with Southwestern College journalism adviser Max Branscomb and former Southwestern student Almendra Carpizo, who is now managing editor of The Orion at Chico State, a five-figure check that will allow us to maintain our momentum through 2011 as we seek longer-term funding. A successful recruitment effort of the sort we’ve achieved in journalism at Chico State is all about building and maintaining relationships. We’ve done pretty well at that, I think, despite the burdens of a state higher education system in serious decline. I remember introducing myself to Max Branscomb, adviser to The Sun and a journalism professor at Southwestern, at a convention several years ago. A short time later, Max invited me to visit The Sun, and I’ve since made several trips to Chula Vista. Max, who I consider a fellow foot soldier in the struggle to diversify the news media, takes kids out of barrios just north of Mexico and molds them into journalists. He has worked overtime to help me build relationships with his brightest students. In 2009, Max brought about two dozen of his students to spend a day in Chico and at Chico State – a campus whose beauty is one of the most powerful weapons in my recruitment arsenal. He flew up with a dozen students last year and will be bringing up another caravan in April. Southwestern, situated south of San Diego, is one of the most distant of California’s 112 community colleges from Chico State. Max has told me of the limited experiences of many of his students, a large majority of whom have never ventured any farther north than Disneyland. As Max has so eloquently written, Chico State’s “outreach program that funds travel for talented but sheltered journalism students has been transformative. Students’ eyes are opened to new possibilities and their horizons expand dramatically overnight.”

For me, success for each of my recruits is defined by a single standard: a four-year college degree. Anything less is failure. My first class of diversity recruits, including a handful of Sun alumni, will graduate in May with degrees in journalism from Chico State. The Sun alums include three members of The Orion’s fall editorial board: Art Director Mark Rojas, Online Editor Esmeralda Ramirez and Features Editor Almendra Carpizo. This spring, Sun alumnus Gerardo Rocha Jr. is the newspaper’s online editor, while Carpizo was elevated to the post of managing editor. Three new Southwestern recruits arrived at Chico State last fall (and two are writing for The Orion this semester), and I expect a halfdozen or more “Sunistas” to choose Chico and journalism this coming fall. May this unlikely 600-mile pipeline of journalism students continue to flow for many years to come! Dave Waddell, who was the California Journalism Education Coalition’s educator of the year at the university level in 2009, has advised The Orion and taught journalism at California State University, Chico, since 1996. Contact him at (530) 898-4782 or dwaddell@csuchico.edu.

16 California Publisher Spring 2011

Mind your rope and your spike for the traditional hobbies and When the train goes by, it’s time diversions, maybe he’ll get a to stand up. fancy news reader? It’s just often enough, the passI remember, a few years ago ing of the freights on the track a now, when the first Flip video block from our new office here. cameras came out, The Chief And that’s a good reminder to rolled right out to pick up a limber up a bit. couple – for the grandkids. In the office to my left, Mr. The Chief didn’t yet feel the Ewert is on the phone, steering need to immerse himself in another reporter or publisher away the New Tools. Heck, we were from another legal quagmire. CNPA amazed at all the time he racked To the right, Ms. Donohue OUTREACH up on his cell phone doing our tracks the moving target that will Joe Wirt recent real estate moves. be next month’s Press Summit. We’d talked here and there, Others roll by, Mr. Rosenberg, me and The Chief, about how daily papers Mr. Clark, Mr. Newton, the very dedicated were becoming smaller, quicker-to-read advertising gang down the way. products. We pondered what we’d eventualWhoops, there’s the BNSF going by … ly read, how somebody would pay for it (litexcuse me … erally and figuratively) – and how – some *** distant Monday or Tuesday, it may come to I’m back. Before we moved, most sounds pass that all you can get will be digital. we heard at the other place were from Each of us, in our own distinct way, is a delivery trucks going down the alley. fan of this business, The Chief and me. And sirens; a fire station was not too far The Chief first interviewed this fan from there. 11 years and four months ago. And he’s The Chief’s office overlooked the corner, from where you could view the aftermath of reviewed, monitored and redirected my movements here and there since. the occasional crackup in the intersection. Under his watch, here are two tools that It was in the corner office that The Chief I’ve alternatively wielded and held with and I, now and again, wondered out loud trepidation: about the bumps in the business. We chatA rope and a spike. ted up the heave-ho evolution that he’ll The rope provides leeway, autonomy and soon get to view from some other perch. a way of retrieval – it’s how you’re reined There’s the crossing bell again. Bear with back in. me … The spike, familiar for those who’ve had *** to fail anything – gracefully or otherwise OK. Sorry. So The Chief, who’s told us he’s not much – is what you hold in reserve.

Acrobat still rules PDF tools many capabilities in Acrobat X It’s been a while since I’ve that you won’t find in versions reviewed a software product in before 9 Pro. The ability to conthis column. With the newest renvert text to outlines is crucial. dition of Adobe Acrobat, Acrobat So is the Acrobat X’s Convert X, on the market, it seems a Color tool, which allows users to shame not to let you know about accomplish tasks like moving all this application that has taken black text to the black plate only. such a hold on our industry. The Actions Wizard in Acrobat For the past 15 years, I’ve X might also be something been beta testing new versions of NEWSPAPER you come to lean on heavily. Acrobat. Some, like 9 Pro, were TECHNOLOGY Converting PDF files to RTF and giant steps beyond what we’d seen Kevin Slimp Microsoft Word documents is before. Others, like 8 Pro, were just one of the many actions that improvements on previous verwill come in quite handy. In my tests, the sions, but not huge leaps. RTF files saved from Acrobat were incredAcrobat X seems to fit into that last ibly accurate. category. While the Acrobat interface has Distiller hasn’t changed much from the changed significantly, with many of the previous version. It is still the method of tools moved to a long panel on the right choice for creating quality PDF files, and edge of the desktop, the functionality you’ll find that it hasn’t changed. remains much like Acrobat 9 Pro. There are lots of free and less expensive Let me mention a couple of improvements in Acrobat X right off the bat. I really applications for creating and editing PDF files. Simply put, none of them comes close like some of the actions that are found to offering the functionality of Acrobat X. under the File menu in Acrobat X. The user With upgrades starting at $199 for users of can convert a PDF to a very nice RTF or Acrobat 7, 8 and 9, it just makes sense to Word file with the click of a button. Most of the tools for saving and exporting PDF files, keep the latest version of this crucial application on hand. Full versions of Acrobat X including PDF Optimizer, are now found list at $450. under the file menu. This really makes For more information, visit adobe.com. sense for new users, while Acrobat veterans will need a little while to get used to the Predictions strike a nerve new locations. I’m still amazed at the amount of press Another benefit is speed. Acrobat X generated by my statements a few months seems much quicker than previous verago concerning the future of our industry. sions. You don’t wait for much and, in our Several directors of national, regional and business, time is crucial. state associations have contacted me to tell Print production and content tools are me about the impact these statements have now found in a panel on the right edge of had on their members. the desktop. At first, I found this annoying. When I arrive at conferences, I’m often Having used Acrobat since the earliest renapproached as soon as I enter the door by dition, I’d finally figured out where everypublishers wanting to let me know how my thing was located. However, after using thoughts have impacted their businesses. Acrobat X for a few weeks, I almost came to Readers have sent columns from daily and like the idea of having most of my tools in weekly newspapers, as well as magazines, one easy-to-find location. about the changes that have been made as a If you’re already using Acrobat 9 Pro, it result of reading one of my columns. might be hard for me to convince you to Frankly, I’m a bit humbled by the move up to Acrobat X. Most of the functhought that my words can impact an tionality that designers have come to know industry like that. Thanks for reading. exists pretty much as it was in Acrobat 9 Pro. Kevin Slimp is a newspaper trainer and However, if you have not moved up to industry speaker. To reach him, visit kevAcrobat 9 Pro, I would suggest you make inslimp.com. the leap to Acrobat X. There are just too

In the pages of California Publisher, Jack Bates tended to leave the writing to the hired help. But when he had an initiative to launch, his pen was mighty. Here are the announcement of his hiring on at CNPA, above; his introductory column, top right; and two advertising announcements, in 1993, middle right, and 1996. When you need to outsource, downsize, sideline or put down a sacred cow or a weak experiment, there’s your spike. So here’s two lessons I’ve learned: Don’t trip on your spike or get hung up in your rope.

Thanks, Chief. And watch out for the trains. Here comes one now. Joe Wirt is the editor of California Publisher. He is also secretary-treasurer of the CNPA Foundation. Contact him at (916) 288-6021 or joe@cnpa.com.

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Thank you, 2010-11 contributors: Anthony Allegretti, 2009 CNPA President Jerry (2006 CNPA President) and Brenda Bean Dick Blankenburg, 1990 CNPA President Lowell Blankfort, Blankfort Unlimited Inc. Bill Brehm Jr., Brehm Communications Inc. John Burns, Petaluma Argus-Courier Becky Clark Jack (1965 CNPA President) and Jean Craemer Dean Eckenroth, Coronado Eagle & Journal C. Deane Funk, 1975 CNPA President Richard Hanner, Lodi News-Sentinel Craig (2000 CNPA President) and Katie Harrington, The Intermountain News, Burney Mel Hodell Mary Ellen Irons

Thomas E. Kaljian, Coldwell Banker/Kaljian And Associates, Los Banos Gregg Knowles, Knowles Media Brokerage Services Peter R. La Dow, 1987 CNPA President Mary Lewis Allen P. McCombs, 1982 CNPA President John McCombs, Allen's Press Clipping Bureau Rowland (1988 CNPA President) and Pat Rebele Robert and Joan Rouse Brenda Speth, The Napa Valley Register Marjorie L. Weed Fred Weybret, 1973 CNPA President Marty and Christi Weybret, Lodi News-Sentinel Shirley S. Wood

Spring 2011 California Publisher 17

CALENDAR March American Copy Editors Society Conference, March 17-19, Phoenix. aces2011.org/

Fine sign

College Newspaper Business and Advertising Managers Convention, March 30-April 2, Nashville cnbam.org

Just after the CNPA staff moved into new quarters at 20th and O streets in Midtown Sacramento, craftsmen arrived to mount the CNPA emblem in the front lobby. The insignia is a solid 200 lbs., the workers said before squaring, leveling and anchoring it onto the wall. CNPA is leasing 6,486 square feet at 2000 O St., six blocks east of the state Capitol. The CNPA-owned building at 10th and G streets is undergoing extensive remodeling before it goes into a long-term lease to a law firm.

April American Society of News Editors Convention, April 6-9, Marriott Hotel & Marina, San Diego asne.org Journalism Association of Community Colleges’ State Convention, April 7-9, Sacramento jacconline.org CNPA 2011 Press Summit and G.A. Day, April 14-16, Wilshire Grand Los Angeles cnpa.com

PEOPLE Tom Abate, co-founder in 1990 of the North Coast Journal, returned to the Humboldt County weekly as editor. Abate most recently was a reporter at the San Francisco Chronicle. He succeeded Hank Sims, who left the newspaper. Dennis Anderson, editor since 1999 of the Antelope Valley Press in Palmdale, receives the Distinguished Journalist award in print, under 100,000 circulation, from the Society of Professional Journalists Greater Los Angeles Chapter this spring at the SPJ/LA’s 35th annual awards banquet. The Columbia Journalism School included Bruce B. Brugmann, editor and publisher of the San Francisco Bay Guardian, among winners this spring of its 2011 Annual Alumni Award. Brugmann, class of 1958, co-founded The Bay Guardian with his wife, Jean Dibble, in 1966. Jocelyn Dong became editor of the Palo Alto Weekly. She succeeded Jay Thorwaldson, who retired. Dong has been with The Weekly since 1999 and had been

managing editor since 2006.

Communications’ 28 newspapers.

Randy C. Frisch became president and publisher of the San Diego Business Journal. He was formerly with The San Diego Union-Tribune, most recently as vice president of operations and information technology from 2006 to 2009. Frisch succeeded Armon Mills, who joined an accountancy firm.

Gil Padia became publisher of SF Weekly. He had been advertising director and succeeded Josh Fromson, publisher since 2005, who became publisher of the Village Voice in New York.

Michael Gelbman became publisher of Swift Communications’ Sierra Sun in Truckee and North Lake Tahoe Bonanza in Incline Village, Nev. He had been advertising manager. Previously, Gelbman was group publisher for Bay Area News Group’s peninsula newspapers. Clay Lambert, managing editor of the Half Moon Bay Review, was named the Suburban Newspaper Association’s Editor of the Year. The Michigan-based SNA said it selected Lambert for his efforts to train and develop his team of journalists. Lambert, editor at The Review since 2004, is also editorial director for parent company Wick

Victor Patton is now managing editor of the Merced Sun-Star. He had been a reporter and succeeded James Burns, who became sports content editor for The SunStar and The Modesto Bee. David Rounds is now publisher of the Marin Independent Journal in Novato. He had been publisher of BANG East Bay newspapers, including the Contra Costa Times and Oakland Tribune. Rounds succeeded Matthew Wilson, who left the company. Rounds also will serve as vice president of circulation for MediaNews Group in the Bay Area. Also at BANG, Mac Tully, publisher of the San Jose Mercury News and BANG South Bay newspapers, added oversight of BANG’s East Bay properties.

Journalism Education Association/ National Scholastic Press Association Spring Convention April 14-17, Anaheim Marriott jea.org Cal Western Circulation Managers Association/Northwest International Circulation Executives Annual Sales Conference, April 20-22, Grand Sierra Resort & Casino, Reno cwcma.com

June Investigative Reporters & Editors Annual Conference, June 9-12, Orlando, Fla. ire.org

July California Scholastic Press Association annual high school workshop, July 17-29, Cal Poly, San Luis Obispo cspaworkshop.org National Newspaper Association Governmental Affairs Conference, July 2023, Washington, D.C. nnaweb.org

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OBITUARIES Barry Blansett, Petaluma Barry Blansett, former publisher in Petaluma and Novato, died Feb. 7, 2011, of chronic obstructive pulmonary disease. He was 52. Blansett was publisher of The Argus-Courier from 1991 to 1995 and of the Novato Advance from 2004 to 2005. Monte Dayton, San Mateo Monte W. Dayton, a former advertising director at the San Mateo Times, died Jan. 16, 2011, in Lodi. He was 79. Dayton worked in San Mateo from 1962 to 1989. He was 1971-72 president of the California Newspaper Advertising Executives Association. Dale Fetherling, San Diego Dale Fetherling, who started the San Diego edition of the Los Angeles Times and ran it for 14 years, died Jan. 18, 2011, in San Diego of complications following heart surgery, He was 69. Fetherling was also an author and taught journalism at Point Loma Nazarene University in San Diego. Betty Fry, Menlo Park Elizabeth â&#x20AC;&#x153;Bettyâ&#x20AC;? Fry, co-founder in 1965 of The Almanac weekly in Menlo Park, died Dec. 30, 2010, in Nevada City. She was 85. Fry was publisher of The Almanac from its founding until 1984. Mark Lundahl, Reno Mark Lundahl, managing editor of the Reno Gazette-Journal, died Dec. 21, 2010, after a brief illness. He was 57. Lundahl, had been reporter, assistant city editor, city editor, assistant managing editor, senior editor for news and multimedia before becoming managing editor. Previously, he had worked at The Sun in San Bernardino. Kay Mills, Los Angeles Kay Mills, a former Los Angeles Times editorial writer and founder of the Journalism & Women Symposium, died

Jan. 13, 2011, in Santa Monica of a heart attack. She was 69. Mills was one of the first women to serve on the editorial board at the newspaper.

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William Ortman, Oakland William T. Ortman, former circulation manager at The Oakland Tribune, died Dec. 26. 2010. He was 90. Ortman was a former president of the Cal Western Circulation Managers Association.

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Michael Portantino, San Diego Michael Portantino, who owned and operated the Gay and Lesbian Times from 1989 until its closure in October, died Dec. 8, 2010. He was 52. Ida Wallace, Winters Ida Wallace, wife of 1964 CNPA President Newton Wallace and mother of Winters Express Publisher Charley Wallace, died Feb. 14, 2011, in Winters. She was 90. Ida Wallace was a longtime reporter, editor and photographer at The Express, which the couple acquired in 1947.

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Harvey Walters, New Mexico Harvey H. Walters, business manager at CNPA from 1962 to 1965, died Sept. 25, 2010, in Santa Fe, N.M., the Georgia Press Bulletin reported. He was 89. Walters oversaw the business side of CNPA in Los Angeles while the late general manager, Ben D. Martin, handled governmental affairs in Sacramento. Robert Whittington, Stockton Robert Whittington, former publisher of The Record in Stockton, died Feb. 4, 2011, in Orinda from complications of diabetes. He was 83. Whittington began as a reporter in Stockton in 1950 and worked up to associate publisher, then publisher. He later served as publisher in Reno and as a regional executive for Gannett Newspapers. Send notices to joe@cnpa.com

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