4 • August/September 2010
South Dakota Newspapers
Newspapers and Facebook (Continued from page 1) Facebook site fans are newspaper per subscribers and many are people with ties ies to Lennox but no longer live there. Bultena also uses Twitter for the he newspaper, with about 110 followers. s. She links the newspaper’s Facebookk updates to Twitter, sort of a social network k messaging tool. “I like the immediate response we havee with both Facebook and Twitter, and d being able to make an announcement orr correction in real time,” Bultena said. “With the small amount of time spent on both of these online platforms, I don’t know why you wouldn’t want to be there. It’s just one free way to get your name out there and to be more engaged with your readers.” The Sun’s Giard agreed. “Our print edition is our core product – and financial sustenance – and any online presence is frosting on the cake.” The Public Opinion’s O’Sullivan said the newspaper’s Facebook and Twitter use have helped reach a younger nger audience that otherwise may be more ore difficult to do through the print edition. “If we can find ways to deliver content in exciting and new ways for these folks, we’ll be able to general some kind of revenue.
While nobody knows exactly how yet, capturing the eyeballs is the first part of the equation,” he said.
Given their Facebook experience to date, some South Dakota newspapers have mastered that part of the equation.
How to engage readers and fans on your Facebook page: • Ask more questions of readers and collect input for reader interest. • Use quizzes and polls to engage readers. • Promote contests and giveaways or sponsored events. • Create conversations – reader to staff and reader to reader. • Use breaking news. Link directly to associated stories on the newspaper’s website. • Change newspaper staff outlook on social media from burden to opportunity. • Approach Facebook as a longterm investment in readership.
• Post as often as feasible in order to maintain readers’ interest. • Use multiple staff members to update Facebook. • Respond to reader questions in a timely fashion, within 24 hours. • Update community events on both website and Facebook. • Use photos to increase visibility and connect to readers. • Promote Facebook page and newspaper’s website in the print edition regularly. • Brand your page with a logo that is easily identified with your newspaper.
• Website links to Facebook should link directly to the newspaper’s fan page, not to Facebook’s home page. • Monitor Facebook for damaging posts such as spam, personal attacks and gross grammatical errors. • Promote major stories appearing in this week’s print issue and encourage readers to buy a copy. • Post during the day when most readers are visiting Facebook. Late-night posts are less likely to be seen. --The Oklahoma Publisher, August 2010.
NNA refocuses and explores headquarters options National Newspaper Association President Cheryl Kaechele announced this summer the intention of the NNA Board of Directors to seek a new headquarters location at the conclusion of its current management agreement with the University of Missouri. Kaechele said, “The board of directors determined in June that NNA’s marketing focus must sharpen and change, in light of the slow economic recovery and changes in newspaper business needs. We explored our future needs with the dean of the University of Missouri School of Journalism, with whom NNA contracts for management services, to request a change in management focus to guide NNA’s mission. We did not reach an agreement. The directors of NNA have engaged American PressWorks Inc., manager of our Washington office, to provide interim management services while management and headquarters options are considered. “Our tenure at the University has been a time of reconsolidation for NNA and we have enjoyed the hospitality of the school. It has been our headquarters since 2002, and we hope to continue a working relationship with the many fine professionals at the school. It is time for NNA to reposition itself. There are many interesting opportunities ahead for community newspapers which have weathered the economic storm overall with their usual innovative spirit and determination. We will be looking ahead to new pathways for NNA and its member newspapers.” Kaechele said that during the interim management period, the NNA board would re-examine its management needs and entertain discussions with interested parties. NNA’s executive director since 2002, Brian Steffens, is an employee of the Journalism School under NNA’s management contract. His service concluded with the end of NNA’s regular contract this summer. The agreement with the school calls for a 60-day transition period during which the Missouri staff will continue to provide association services.
Publishing weekly a lot like scrapbooking This issue we profile Tara Beitelspacher, co-publisher of The Pride of the Prairie at Bowdle and the Northwest Blade at Eureka. The Pride has a circulation of 354 and the Northwest Blade’s circulation is 1,094. 1) How did you get started in newspapering? Unfortunately, the publisher of our community newspaper, Mary Lou Gauer, was diagnosed with cancer and died. Our community went without a publication for eight months. Because it was impossible to buy the Bowdle Pioneer from Mary Lou’s family, my sister Jada and I created the PRIDE of the Prairie in May 2007. In August 2008, we expanded Pride Publications to include the Northwest Blade in Eureka, which we purchased from longtime Publishers Arlo and Bonnie Mehlhaff. 2) What gives you the most satisfaction from publishing a weekly newspaper? In addition to being a publisher, I am
also a full-time Agriculture Education teacher. Seeing my students in the spotlight gives me a thrill each week because I see their reaction to getting coverage when I bring the latest issue to class. I also know that this a service that every small town deserves and I am happy that we are able to provide it for Bowdle and Eureka.
and Brady (4). We try to find something fun to do with them each weekend. I also LOVE taking pictures and newspapering another way, by scrapbooking for the boys. I think of each issue as a scrapbook for the community, which makes it really fun to put each issue together because it’s like work and my hobby all wrapped in one.
3) What gives you the biggest headaches? Spelling! Seriously, I didn’t know people were so attached to having their names and every single word in every single issue spelled correctly. I really like the email that circulates from time to time with each word incorrectly spelled. I figure if I can figure out what was meant, that should be good enough, right?! I am just kidding by the way!
5) Where do you see community newspapers in five years? I am really new to the industry, so I know this will probably sound naïve, but I really don’t see much of a change. In our small communities, people can’t stand to miss an issue because we are dedicated to providing coverage to local issues and events that really matter to them. Bowdle knows what it feels like to go without a paper and it is terribly inconvenient to spread the word of the week via flyers door to door! We will be doing what we are doing with a technology twist to engage the younger crowd via websites, text messaging, tweeting, and maybe “quacking” or whatever else the
4) When you are not working at the newspaper, what do you like to do? My husband, Mark, and I really enjoy spending time with our boys: Bryce (7)
Tara Beitelspacher
new sensation is in five years. No matter the format, our core content will be the same – the places to be, local stories and the smiling faces of people who make our small towns so great.