Arkansas Publisher Weekly: October 14, 2021

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Judges needed for Michigan Better Newspaper Contest Guest Column: The advertising sales cycle

By John Foust

Arkansas Press Association

Publisher Weekly Vol. 16 | No.41 | Thursday, October 14, 2021 | Serving Press and State Since 1873

ANF interns recall summer work lessons learned The Arkansas Newspaper Foundation’s 2021 summer interns wrapped up their intensive, 10-week programs recently with an unmatched energy for journalism and an appreciation for the tireless efforts of the reporters within the communities they serve.

ANF fully funded four internships and two half-internships for Arkansas-based student journalists this year. Because of the financial strain on newspapers caused by the coronavirus pandemic, 2021 marked the second straight year that ANF paid the entire scholarship costs without any financial obligation from participating newspapers.

ANF’s mission is to promote and support the state’s newspaper industry, and ANF leadership said the foundation recognizes there’s no better way to help community newspapers than by offering real-world reporting opportunities to young journalists and helping fill a personnel need in local newsrooms.

Lance Brownfield

Three of the six interns this year provided feedback about their experiences at Arkansas Press Association member newspapers. Here are their own words about the program: Lance Brownfield

During my Arkansas Newspaper Foundation Internship, I learned a lot about what running a fledgling newspaper feels like. The Oracle: Community Edition, which is only a year old now, is a community-centered offshoot of Henderson State University’s The Oracle.

Taking over where the first Editor-in-Chief Pete Tubbs left off, I learned to manage a team of news writers and video journalists for an entire summer. I worked to spruce up the paper and make it more appealing to the readers in the city of Arkadelphia.

Before I took over there was no real coverage of local high school sports, and this is something that I know is important to people in this area. Arkadelphia is a big high school football town and my prior

Remington Miller

experience as sports editor at the Malvern Daily Record showed me just how the sports section can be a crucial asset to a local paper. The sports section is better than it was, but it is not where I want it to be yet, as we still only have the funding for a four-page weekly paper.

Another thing that was lacking in The OCE was graphics and visual elements. … . I added some visually interesting elements to sections of the paper that were worth keeping, like the “upcoming events” section. I also added an index to the top of the front page, a weather section to the bottom of page one and some other useful tidbits that I saw in other papers, such as a “how to reach your elected officials” box.

Perhaps the most valuable thing I gained from the internship was leadership and management experience. I was in charge of assigning stories and hosting weekly meetings, keeping track of the other interns’ contributions and deciding what makes the cut and what doesn’t in Continued on Page 2

Ladell Tyler

ANF interns recall summer work lessons learned Continued from Page 1

the final product. My past experience as sports editor did prepare me for the layout responsibilities, but it took a short while to knock off the cobwebs as that job took place in 2017 and I forgot quite a bit since then. From time to time, I also had to step up to fill in where needed. This includes distribution, making video news updates and continually updating the website.

I am very happy with what I learned during the Arkansas Newspaper Foundation internship. My adviser was always there to help me through any issues and I got a taste of what it would be like to be in charge of a small news organization. It was a great way to keep building my portfolio, adding skills to my resume and completing some hours during the summer. I would definitely do the internship again, or recommend another student to sign up.

Brownfield, of Malvern, worked for the Oracle: Community Edition in Arkadelphia.

Remington Miller My internship was not exactly what I expected, but it prepared me to work in the journalism field.

I was forced to be more self-reliant and diligent about editing and contacting sources. This summer I conquered what I felt my weakest link as a reporter was, pitching stories. Being able to be so involved in the entire process was eyeopening and delightful. I will forever

remember the feeling of seeing my byline on an actual printed paper for the first time and how hard that motivated me to work.

I was able to build my contact list, learn more about my community and even take my first step into reporting on legal matters.

That introduction from the ANF internship allowed me to work well at the internship I am pursuing this semester. I grew more familiar with AP style and what all Little Rock has to offer.

This experience increased my confidence and affirmed that journalism is something I would love to dedicate my time to.

Miller, of Little Rock, was an intern for the Daily Record in Little Rock.

Ladell Tyler Jr. I had a great internship experience. The Helena World newspaper welcomed me with open arms and allowed me to showcase my skills all summer.

My internship improved my skills as a writer/journalist and taught me the importance of making relationships with members of the community. It’s a good thing to know people and build solid connections because the people I meet can become great allies/resources for me as a journalist.

me to sharpen my skills as a website developer, photographer and graphic designer. I’m thankful to have been given the opportunity to intern with the Helena World, because that has now opened the door for me to continue working with and assisting them. Owners Andrew Bagley, Chuck Davis and John Dalencourt spoke with me after the internship ended, and asked if I’d be interested in continuing my work with them. Of course I agreed.

I now continue to assist them from home as a contract worker while I finish up my final semester of college. Hopefully I’ll be able to do even more with them after graduation. Thank you to the ANF for providing me with the grant to work as a paid intern. The experience has truly set me on a new career path that I don’t think would’ve happened if it weren’t for this program.

Tyler, of Little Rock, was an intern for the Helena World.

The Arkansas Newspaper Foundation has provided internships to Arkansas journalism students for more than two decades. To support the nonprofit group’s mission of offering professional development and support to Arkansas Press Association member newspapers, visit www.arkansaspress.org/page/ aboutanf.

Working at the Helena World allowed

Support the future of Arkansas journalism by giving to the Arkansas Newspaper Foundation.

Ways to give: Estate planning, memorial and honor gifts and charitable donations. The Arkansas Newspaper Foundation is a 501(c)(3) organization.v For more information call APA at 501-374-1500 or email info@arkansaspress.org.

Arkansas Publisher Weekly

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October 14, 2021

Judges needed for Michigan Better Newspaper Contest The Arkansas Press Association is recruiting 50-60 volunteer judges to review submissions from the Michigan Press Association Better Newspaper Contest. All judging will be virtual, occurring between November 17 and December 17. All APA newspaper and associate members are welcome to participate in the judging.

“As a standard practice in our profession, APA supports reciprocal judging of contest entries with press organizations in other states,” says Ashley Wimberley, APA executive director. “It’s also an excellent and often inspiring opportunity to review the best work of our peers from other areas.”

To sign up as a judge, fill out the form at https://www.arkansaspress. org/event/JudgesSign-Up Volunteers should include their category preferences at registration. Editorial categories include news and feature writing, column writing, sport news and photos, headline writing and podcasting. Advertising categories include promotional ads, restaurant, auto and home ads, house ads, digital ads and community marketing ads. Additional categories include layout and page design.

The judging is self-paced, but the first 10 judges to complete their assignment will receive an Amazon gift card as a thanks for their promptness.

INDUSTRY QUOTE “Without freedom of expression and freedom of the press, it will be difficult to successfully promote fraternity between nations, disarmament and a better world order to succeed in our time.”

“Let the people know the facts and the country will be safe.”

Show your support for independent journalism with this soft cotton tee, available in sizes S-XXL at arkansaspress.org/store.

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LET US KNOW We want to know about your new hires, retires and promotions!

Send your staffing changes to info@arkansaspress.org to be updated online and included in the Arkansas Publisher Weekly.

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T-shirts are $20 each.

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October 14, 2021

Arkansas Press Association

CALL FOR JUDGES Michigan Press Association Better Newspaper Contest

Editorial • Adver tising • Photography First 10 judges to complete the assignment will receive an Amazon gift card. :

Editorial categories include: • News and Feature Writing • Column Writing • Sports News and Photos • Headline Writing • Best Podcast Advertising categories include: • Restaurant, Auto and Home ads • Promo and House ads • Digital ads • Community Marketing ads • Layout and Design pages

SIGN UP:

www.arkansaspress.org/ event/JudgesSign-up

Loftis promoted to GM of Carroll County Newspapers, Inc. editor. Other jobs he’s had in the industry include working at newspapers in Benton and Mountain Home, and editing a national trucking industry publication.

Loftis told the Carroll County News for an Oct. 5 story announcing the promotion that he has a lot to learn but is excited to embrace his new responsibilities and continue Moore’s work. “Bob and I share the same opinion of what a community newspaper should be, and my goal is to continue carrying out that vision,” he said.

Scott Loftis, managing editor of Carroll County News, has been named its new general manager, following the Oct. 1 retirement of Bob Moore, publisher since 2001. Loftis joined the paper in 2014 and has 23 years of experience as a journalist.

He will continue as editor while serving in the new position.

Loftis is a graduate of the University of Central Arkansas, who began his journalism career in 1989. He worked about a decade in the Arkansas DemocratGazette’s sports department and also about 10 total years over three separate stints at his hometown newspaper, the Pine Bluff Commercial, where he served in various roles including sports editor, city hall reporter, news editor and managing

Under Loftis’ editorial direction, Carroll County News has won Arkansas Press Association awards four of the past five years for general excellence of a mediumcirculation weekly newspaper. He has personally won or shared 33 APA awards while at the newspaper, including 15 first place awards. And in 2020 Loftis earned first place in investigative reporting at the Society of Professional Journalists’ Diamond Journalism Awards, competing with entrants from seven states.

Bob Moore retires from publisher role After more than four decades in the newspaper business, including 21 years as publisher for Carroll County Newspapers, Inc. Bob Moore officially retired at the close of business Friday, Oct. 1.

In 1978, as a recent graduate of Arkansas State University, Moore was looking for a job when he got a phone call from his best friend, offering him a position selling newspaper ads for the Eureka Springs Times-Echo and the Berryville Star-Progress.

“I told him, ‘Sure. I’ve never done that before,’” Moore said. “That’s how I got into the business.”

Moore said he was nervous at the start. “I was terrified because I didn’t really know what I was doing and didn’t have much training. They handed me a rate card and a couple of papers and said, go sell some ads.

And I parked on the square and I started going around.”

“It’s been a good run on the editorial side,” he continued in the Oct. 5 story.

“But there’s a lot more that goes into our operation, and that’s my challenge moving forward. … We have an obligation to this community, to our readers and to our advertisers, and that will always be our first priority.”

After a stint at the Mountaineer-Echo in Yellville, Moore was hired as the general manager for the Camden News in 1994. He spent three years before accepting a promotion from WEHCO that saw him managing advertising sales at newspapers in Texarkana, Hot Springs, Camden, El Dorado and Magnolia.

Carroll County News covers rural Carroll County, and the cities of Eureka Springs, Berryville, Green Forest, Alpena, Oak Grove, Beaver and Holiday Island.

Moore then worked as publisher of the Searcy Daily Citizen before returning to Berryville in 2001 as publisher for Carroll County Newspapers, Inc. He was presented with the Distinguished Service Award during the Arkansas Press Association annual convention earlier this year, and is a former APA president and has served two terms on APA’s board of directors.

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October 14, 2021

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Aaron Brand, Texarkana Gazette feature writer, dies at 50 Aaron Brand, an award-winning feature writer covering the arts and other areas at the Texarkana Gazette for almost 20 years, died earlier this month at age 50.

Brand, a Chicago native, earned a bachelor’s degree in English at Earlham College in Richmond, Indiana, and master’s of Fine Arts degree in creative writing at Eastern Washington University in Cheney, Washington.

A versatile writer for the Texarkana Gazette since he joined the paper in 2002, Brand won Arkansas Press Association awards in sports writing and more recently, for coverage of the COVID-19 pandemic. But his editor, Les Minor, said in an Oct. 6 news obituary that most of Brand’s career achievements sprang from his love of championing the local arts scene. His beat included coverage of events at Perot Theatre, the Regional Arts Center, the Texarkana Museums System and the Texarkana Symphony Orchestra, and colleagues said he also delighted in reviewing books, music and movies with his trademark humor and insight.

“Aaron thought deeply about his subject matter, cared about words and was precise about using them,” Minor wrote. “When he committed something to paper, we knew it would come in clean and would reflect his keen intellect.”

General Manager James Bright said in the obituary Brand was emphatic about keeping the writing the core of the newspaper as it transitioned to include a virtual format. “Aaron challenged me on the digital growth of the paper to remain true to the craft and not let the technology diminish the role of the writer or detract from the newspaper’s overall mission,” Bright said in the obituary. “It is very rare you find people like that.”

In his spare time, Brand taught composition and literature online as an adjunct instructor at University of Arkansas-Cossatot. At the time of his death, he was working with a colleague on starting a creative writing program for the school.

Brand was preceded in death by his mother, Laura Anne Cohrs Brand. Survivors include his father and stepmother, Ronald Allan Brand and Mary Rose Nichols of Albuquerque, New Mexico; his sister, Anna Livia Brand of Berkeley, California; and two nephews.

Newspaper print ads outperform social media advertising, study finds A study published in August by ThinkNewsBrands, an Australian news cooperative, found that print newspaper ads outperform social media ads four times over. The group studies advertising effectiveness across platforms comparing key indicators and ad metrics. These include “brand lift” — a measure of how an ad, product or brand is perceived — and factors such as short-term and long-term recall. The researchers compared ad metrics from Facebook, YouTube, outdoor advertising, broadcast, radio, print and digital platforms.

According to an article published in Editor & Publisher magazine, news brand advertising particularly outperformed Facebook and short YouTube ads. While the study found 15-second video ads on YouTube were “on par” with print advertising, the print and digital ads from news brands significantly outperformed the more common six-second YouTube video ads and all Facebook advertising. The study found that content trust was a positive 27 percent for news brands compared to a negative 26 percent for social media sites (a 53 percent difference), and ad trust was a similarly positive 23 percent for news brands versus a negative 26 percent for social media sites (a 49 percent difference).

The group found that 85 percent of customers agree with the statement, “Seeing a brand or product in news brands gives me more confidence that it’s right for me.”

Arkansas Publisher Weekly

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October 14, 2021

Nobel Peace Prize awarded to journalists

The 2021 Nobel Peace Prize winners are journalists Maria Ressa of the Philippines and Dmitry Muratov of Russia. The two share the award, which honors their work to preserve freedom of expression in nations where journalists have been harassed and even murdered for publishing stories critical of those in power.

Berit Reiss-Andersen, chair of the Norwegian Nobel Committee, explained the committee’s choice when making the announcement. “Free, independent and factbased journalism serves to protect against abuse of power, lies and war propaganda,” she said. “Without freedom of expression and freedom of the press, it will be difficult to successfully promote fraternity between nations, disarmament and a better world order to succeed in our time.”

Ressa co-founded Rappler, an online news site that has often criticized and exposed President Rodrigo Duerte’s “controversial, murderous, anti-drug campaign,” in the words of the committee. In 2020, she was sentenced to six years of imprisonment for libel against the administration.

Muratov co-founded Russian newspaper Novaya Gazeta, called by the committee “the most independent newspaper in Russia today.” The committee also said in the announcement, “The newspaper’s fact-based journalism and professional integrity have made it an important source of information on censurable aspects of Russian society rarely mentioned by other media.”

Ashley Wimberley, APA executive director said the awards are deserved and resonant. “By honoring these two incredible journalists with the Nobel Peace Prize, the Nobel Committee honors journalists everywhere sharing the true stories that surround us. The fact that the Nobel Peace Prize goes to people in our profession should inspire newsrooms across Arkansas and the country as well as reinforce to every one of us that our work matters.”

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October 14, 2021

Guest Column: The advertising sales cycle

By John Foust Let’s take a look at the sales cycle. For our purposes, the focus is on advertising media sales, but this concept can apply to any business. Although the cycle has a beginning and an end, the end leads to a new beginning.

Are the ads working? Or more to the point, are the ads meeting or exceeding the advertiser’s expectations? If the answer is “yes,” you’re on solid ground. If the answer is “no,” there is some work to be done to change the outcome.

We’ll limit our 30,000-foot view to four steps, each of which could feature multiple sub-categories. Start by imagining a circle which is divided into four quadrants.

Quadrant 1 is located in the top right, and we move clockwise to Quadrants 2, 3 and 4.

It’s all about expectations. If the client is running image ads, it’s difficult to measure results, because that would require relying on public perceptions, and perhaps market research or focus groups.

Here’s how it works: 1. Sale. For simplicity’s sake, Quadrant 1 represents everything in the sales process, including: identifying prospects, pre-meeting research, appointments, presentation techniques, discovery questions, initial and follow-up contact, answering objections, and closing or advancing the sale.

2. Delivery. After the sale is made, it’s time to deliver what has been sold. Quadrant 2 contains everything in the ad creation and production process: creative strategy, ad tactics, target audiences, copywriting, and ad design.

3. Outcome. Results are in Quadrant 3.

Arkansas Publisher Weekly

Response ads are easier to measure.

A specific promotion either works or it doesn’t. A clearance sale either generates revenue or it doesn’t.

4. Judgment. Quadrant 4 represents the verdict, the conclusion that resides in the client’s mind. Just think of the old movies that show a Roman emperor giving a thumbs-up or a thumbs-down sign at a gladiator contest.

If the outcome of the advertising is perceived as positive or promising, the judgment will be thumbs-up. But if the outcome is seen as negative, they’ll give it a thumbs down.

We see this process as a cycle, because the judgment step leads back to the sales quadrant. A thumbs-up judgment means

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the next sale will be easier, because the advertiser is pleased with the outcome.

Thumbs-down means the next sale will be much more difficult – with big resistance to overcome. He or she thinks, “The ads didn’t work, so why in the world should I spend my hard-earned money to run more ads in that paper?”

You see, when it comes to judging the effectiveness of an advertising campaign, clients usually base their decisions on what happens when the ads run, not on what they were told in the beginning of the process. Results speak louder than words.

The bottom line is that making a sale is just the first step. When the ads start running, it’s all about delivering positive outcomes, which lead to positive judgments. Those positive judgments can easily lead to more sales – and loyal, long term advertisers. (c) Copyright 2021 by John Foust. All rights reserved.

John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad departments are using his training videos to save time and get quick results from in-house training. Email for information: john@johnfoust.com

October 14, 2021

ArkLaMiss Circulation & Marketing Conference

ArkLaMiss CIRCULATION & MARKETING CONFERENCE Circulation & Audience Growth

Friday, November 12 Virtual via ZOOM

Please visit this link to register: http://arklamissconference.com/ Registration is $25

Conference Agenda 10:00 AM 11:30 AM 1:00 PM 2:00 PM 2:15 PM

Build Your Brand, Build Your Business/Implementing a 5-Star Service Strategy Presenter: Kelly Wirges Break Panel Discussion: Maximizing your Audience Moderator: Ellen Kreth Break Hot Ideas Exchange Moderator: Dennis Dunn

Guest Speaker

Kelly Wirges, ProMax Training & Consulting About the Session: Your brand is a combination of actions, ideas and innovation consistently applied to create a persona that differentiates your company from competitors. Over time, your identity becomes associated with the level of quality, credibility and value you offer to your customers. Your brand helps distinguish you as a preferred advisor and news source in today’s crowded and complex marketplace. However, creating and developing your brand is more than simply providing exceptional customer service and quality news. To achieve a substantial competitive advantage, you need to have a 5-Star Strategy. How are you going to delight each customer? Stand out from the pack? What is going to make doing business with your company unique and different? Why would someone refer your company to their friends and family? Join this session to learn a step-by-step process to build your vision, plan and future success.