Arkansas Publisher Weekly: March 21, 2024

Where did my email go? Kevin lists effective ways to help make sure people get your messages 6 3

Upcoming ad conference to bring wealth of information, good times for all

Guest Column:

By Kevin Slimp

Arkansas Press Association Publisher Weekly

Sales expert Brown to share wisdom, experience at upcoming APA Advertising Conference; online registration now open

“Now I’m going to have to talk to you about digital advertising.”

Veteran sales executive Richard E. Brown says, unfortunately, that often has been part of a typical presentation made to customers by newspaper representatives as the industry began its rocky transition into the digital world some 20 years ago.

Brown obviously is sympathetic to sales representatives and executives who struggle in the digital world and plans to offer experienced assistance as the keynote speaker April 18 at the Arkansas Press Association Advertising Conference at the Winthrop Rockefeller Institute on Petit Jean Mountain.

Brown, who lives in Milwaukee, has extensive experience in revenue enhancement and retention in a variety of media organizations in the Midwest. He currently serves as the head of the ads and sponsorship lab at the News Revenue Hub and is a member of the board of directors of the Wisconsin Newspaper Association Foundation. He also is a columnist for Editor & Publisher magazine.

improve their skills and understanding in this critical area.”

When he makes his presentation on Petit Jean, Brown will stress his experience in being pragmatic in helping make complex issues extremely simple.

“I have had success in working with sales representatives as old as 69 and as young as 21. I’m something of a generational bridge-gapper.”

During his dynamic career, Brown also has served as senior director of retention at The Daily Beast, director of digital sales and operation at the Milwaukee Journal Sentinel, digital product manager at the Omaha World-Herald, director of renewals and digital strategy at Liturgical Publications Inc., and head of digital subscriber churn nationally for Gannett.

“We are really excited to have Richard as our keynote speaker at our advertising conference,” said APA Executive Director Ashley Kemp Wimberley. “He brings a wealth of experience in revenue enhancement, especially where digital advertising is concerned. This will be a great opportunity for salespeople and managers to

Brown said most newspaper sales reps have experience and confidence in selling print advertising but noted the “conversation can sometimes get very convoluted” when turning attention to digital.

“Salespeople must have that continuity of trust when they discuss digital with a client and learn how to speak in a way that is natural for them,” he said. “They need to have a seamless approach in discussing print and digital and clearly establish the value of both.

“One of my goals will be to encourage those participating to keep developing yourself as a salesperson and be able to humanize sometimes complex systems and strategies. We need to learn to rekindle the flame and the excitement of our products. And I want to set a tone of the mission to make a better strategy for reps to help them gain more confidence.

“Starting with confidence in the mission of news media is crucial for sales reps. They must understand the organization’s identity and its importance to the community. Transitioning to digital sales, reps struggle to convey the same impact as print ads. Suggesting sponsorships and high-impact digital ads simplifies communication and enhances advertiser trust.”

Richard E. Brown

Continued from page 1

Brown said a good approach is to consider digital sales just a different branch of the same tree. “And don’t try to yell at the plant, fix the root,” he said.

Brown understands the difficult challenges newspaper salespeople face in a changing environment. “You guys are in the past,” he acknowledges, may be a typical comment heard from potential advertisers.

But he believes newspapers can counter that attitude by doing a better job of telling their specific narrative and working to be on offense rather than defense. Part of that, he says, is being more creative with sponsorships of digital products in the areas of newsletters, websites, emails and events.

Another approach is “branded content” in which a special promotion is “designed to amplify the knowledge and brand of a particular business.”

One obvious goal, Brown said, is to communicate to the advertiser that the newspaper is there to make certain his business clearly will see the potential revenue return. “We don’t want to be ambiguous about what we are offering but present a solution that makes justifiable sense to the business.” As an example, the representative can stress to an advertiser that specializes in relatively large projects (such as a roofer or a window contractor) that just creating one new customer will be cost-effective.

poor job of telling our own narrative,” Brown continued. “We need to clarify our position in the community so that people better understand why we exist, why we are important and how we can help people in need. We always tend to play defense when we need to get on offense.

“Having said that, I am still confident we can meet the challenge,” Brown concluded.

He believes people are looking for solid and trustworthy reporting in local and regional publications. “There are a lot of good stories worth telling in our communities, but we need to be talking with people and not at people.

“Newspapers need to communicate their narrative consistently. Emphasizing trusted journalism benefits both the audience and local businesses. By amplifying this message, we can overcome hurdles in closing deals. Establishing ourselves as reliable resources ensures longevity and strengthens community ties.”

When readers discuss what they traditionally have liked about newspapers, Brown said they refer to times such as sitting with a cup of coffee in the morning and enjoying the local news, describing a sense of tranquility and meditation.

“We also need to simplify what we are doing and make it easier for advertisers to do business with us,” he said.

Brown is confident he can help representatives and newspaper executives perform better in the current digital environment. “If you will come to me with the fire and the heart, I’ll meet you with the form,” he said.

As to the challenges facing newspapers in general, Brown’s background has helped him understand the “big picture” issues. He believes newspapers were slow to respond effectively to online challenges to the industry and were complacent when they needed to be proactive. “We certainly left the door open for competition. Newspapers used to be Goliath and, unfortunately, Goliath got hit in the nose,” Brown said.

“We do a great job of telling the narrative of others, but a very

“There is indeed a nostalgia for that type of experience, but it needs to be connected to the community and presented in a way that is in sync with the technology of today,” he said. “We need to quit being dormant and become vibrant. We need to improve our agility and our ability and develop a more confident swagger.”

The goal at the advertising conference, for Brown and the APA staff, will be to help those attending learn both pragmatic techniques for meeting contemporary business and revenue challenges while also becoming reinvigorated as participants in an important and critical industry in our society.

“I wouldn’t feel so strongly about what I am doing and its importance if we were just talking about an advertising agency or something of that nature,” Brown said. “But I understand how critical good journalism is to our society and our democracy.

“Our content’s quality distinguishes us from traditional agencies. We represent more than just a marketing medium. We uphold the democratic process. By effectively communicating our narrative,

Brown, pictured here speaking to the New England Newspaper & Press Association, is a sought-after industry expert on sales and retention.

Brown

Continued from page 2

we reinforce trust in journalism and marketing alike.”

Brown was born in St. Louis and grew up in the Chicago area. His mother was a credit manager, and his father was a grocery company district manager.

He founded his own online greeting card company as a young man and the local newspaper wrote a feature story about his endeavor.

“That segued into my getting into the newspaper business,” he said, initially working in the sales department at the Rockford (Ill.) Register Star. “I worked for a veteran sales manager, and she taught me a lot. It’s where I learned my ropes.”

He later moved to the Omaha World-Herald through an opportunity offered by Dave Storey, who was vice president of advertising at the newspaper. Brown

considers Storey to be his career mentor. “That’s where I learned the birds and the bees of revenue development,” he said.

Brown has two sons, Preston, 5, and Harrison 4. He likes to work out, barbecue, take care of his home and enjoy friends and family.

Brown will present “Digital Advertising Essentials: A Profitable and Simple Path for Beginners” at the 2024 APA Advertising Conference at 1:30 p.m. Thursday, April 18, followed by a second session, “Success from Day One: Onboarding Sales Executives for Impact” at 3:30 p.m. A complete conference schedule and registration form can be found on page 7 and 8 of this week’s Arkansas Publisher Weekly. Online conference registration is also available at arkansaspress.org/ advertising-conference/

Upcoming ad conference to provide information, good times

Make your plans now to attend the 2024 APA Advertising Conference which is returning this year to the Winthrop Rockefeller Institute atop Petit Jean Mountain.

Registration opens at 1 p.m. on Thursday, April 18. At 1:30 p.m. Richard E. Brown will present “Digital Advertising Essentials: A Profitable and Simple Path for Beginners”. In this session Brown will break down the complexities of engaging in digital advertising at an ABC level – accessible, basic and clear; demystify the digital

advertising world and demonstrate how to leverage existing resources, newsletters and email marketing to embark on a profitable and sustainable journey.

Following a brief break, Brown will return for his second session, “Success from Day One: Onboarding Sales Executives for Impact” at 3:30 p.m. where he will delve into the intricacies of onboarding news sales executives with a keen focus on aligning mission and action.

Thursday evening brings opportunities for dining and fellowship. Following breakfast,

Friday will bring the traditional Hot Ideas Exchange and a panel discussion. The conference will close with the annual APA Better Newspaper Advertising Awards Luncheon.

Tickets for the two-day conference are $100 and include all events. Overnight lodging is available in the President’s Lodge at $100 per room. An awards-luncheononly package for Friday, April 19 is $40 per attendee.

Register online by visiting arkansaspress. org/advertising-conference/

Brown with his sons, Preston and Harrison.

Grajeda promoted to deputy editor at Arkansas Advocate

Arkansas Advocate Senior Reporter Antoinette Grajeda will become the publication’s deputy editor on March 28, the news organization announced this week.

Grajeda succeeds Hunter Field, who had been in the role since the Advocate’s launch in August 2022 and is moving to serve as editor of Arkansas Business

Grajeda and Field, along with Reporter Tess Vrbin and Editor Sonny Albarado formed the founding team of the Advocate, which is part of the States Newsroom network of nonprofit news organizations that cover state governments and public policy. As senior reporter, Grajeda has covered education and other state policy and legislative issues.

Albarado said in the announcement of the promotion that Grajeda, who lives in Northwest Arkansas, has provided the small Advocate team with invaluable insight into Northwest Arkansas politics and statewide issues as well as the use

APA Board Member and

of audio and video elements in the site’s reporting.

“Antoinette’s a quick study, eager to tackle new reporting challenges and unafraid of holding the powerful to account,” Albarado said.

Grajeda holds bachelor’s and master’s degrees in journalism from the University of Arkansas.

“I’m humbled and grateful for the opportunity to become the Arkansas Advocate’s new deputy editor,” she said in the announcement. “I have big shoes to fill but welcome the challenge. I look forward to supporting my talented colleagues in this capacity as we continue informing Arkansans about the impact of state government on their daily lives.”

Publisher Tom Byrd announces retirement at the end of the month, Frost promoted to general manager

Tom Byrd, publisher of The Mena Star, The De Queen Bee, The Waldron News and The Citizen in Mansfield, announced his retirement this week.

Byrd has been publisher of the newspapers, owned by Lancaster Management, Inc., since 2018. He oversees the Ouachita Trading Post, a TMC publication as well. His retirement will be effective at the end of March. “I enjoy what I do very much, so it was not an easy decision”, said Byrd in the announcement published on Thursday.

“But it’s time to spend more time with my family, especially my beloved wife Pamela.”

Byrd has been in the newspaper business for 38 years, starting his career with the Pasadena Star News in Southern California as an advertising account executive. He has since held a variety of senior positions

Clearwater/St. Pete. Later, he served as president of Independent News Media Inc.’s group of community newspapers published in Central Florida and the area around Lake Okeechobee. Prior to coming to Arkansas, he was publisher of that company’s Delaware State News in Dover, Delaware.

Byrd, a member of the APA Board of Directors, is a past president of Mena Lions and is currently serving as president of Mena Downtown Partners, a group affiliated with Main Street Arkansas.

“I want to thank the great staff of dedicated people I have worked with, both here and at our parent company,” Byrd continued. “And, I especially want to thank the many friendly people, loyal clients, and supporters of our newspapers. While the time has come for this change, I look forward to continuing to be involved in this dynamic and unique community.”

including advertising director, general manager and publisher. After leaving California, as a publisher in Southeast Michigan he was responsible for starting and launching three new community newspapers. He then spent 17 years in Florida, where he was vice president and general manager, and subsequently president of Tampa Bay Newspapers, a group of weeklies on the beaches of

“Tom was able to provide steady leadership to Mena, Waldron, Mansfield, De Queen and the Trading Post,” said John Lancaster, vice president and group manager at LMI. “He was, and remains, a great newspaper guy and an even greater champion of local communities.”

In addition to Byrd’s retirement, the company also announced this week that long-time Mena Newspapers Advertising Director Debbie Frost will assume leadership responsibilities for the group as general manager.

Antoinette Grajeda

Tom Byrd

Debbie Frost

Sign up for new public notice website upload training

The free public notice website hosted by APA, arkansaspublicnotices.com, has just released its new, refreshed site. As such, APA member newspapers need to become familiar with the new site’s functionality.

Brief Zoom meetings for APA members to learn how to upload to the new site are available for the following dates and times:

Monday, March 25, 10 a.m.

Wednesday, March 27, 2 p.m.

Thursday, March 28, 3 p.m.

Please email ashley@arkansaspress.org with the date and time you prefer for your newspaper staff to attend.

When checking my email a few days ago, I came upon a curious message from a publisher in Missouri:

Kevin:

Just checking in to see if you received my previous emails.

Bill

You guessed it. I hadn’t. Thankfully, Bill sent this latest message to an alternate email address, which appeared in my inbox. Taking a quick look at my email host server, I located Bill’s earlier messages in spam folders, meaning they never even made it to the spam folder on my computer. I’d like to say I was surprised, but nothing about email surprises me anymore. As someone who receives hundreds of emails each day, not to mention thousands of messages in my spam folder, I spend a lot of time trying to make sure I see the messages people send to me and, just as important, trying to be sure the messages I send are received.

I’ve gotten a lot of positive feedback about lists in my recent columns, so I will strike while the iron’s hot. This month’s list is Kevin’s Five Ways to Keep Your Emails From Ending Up in Someone’s Spam Folder:

Don’t use JPG or other graphics in your email signature. I can hear some of you now. “But my newspaper logo looks so good under my name!” A few months ago, when I had hundreds of emails returned by spam filters on the same day, I contacted my email host, one of the world’s biggest (and best). I wanted to know how this happened. There were two potential problems. One was my email signature, which included a JPG version of my company logo. I quickly learned that spam filters don’t like those. Or maybe they do. Either way, the result can be a message in a spam folder.

Don’t use email shorteners in your email messages. I learned this during the same phone call with my email host. That was

Guest Column:

Where did my email go?

Kevin lists effective ways to help make sure people get your messages

By Kevin Slimp

a bigger problem than my signature, and I didn’t realize it. I had used a shortener –msb.press.com – for years with no problem. Suddenly, almost every message I sent with a URL that included msb.press.com was returned from a spam server, meaning it never made it to the intended inbox (or even the spam filter, for that matter). Even though URLs can get long, I resist the urge to use a shortener.

Create an alternate email address to use with essential messages. Now, when I have a crucial message to send out to someone who isn’t a frequent email correspondent, I send the same message from my standard and alternate email addresses. Most often, I use Gmail for my alternate addresses. This means the receiver might receive two identical messages, one from kevin@ kevinslimp.com and one from kevinslimp@ gmail.com. Sure, it’s an extra message in the inbox, but it’s a much better option than the message getting lost on a spam server. I’ve yet to receive a complaint from someone who received two messages.

Attachments are big red flags for spam filters, especially if you add too many.

Emails with too many attachments are unlikely to reach recipients’ inboxes. To keep this from becoming an issue, I’ve turned to Dropbox.com to store files, sending the Dropbox link in an email.

Keep email subjects short without using special characters. Use only letters and numbers in the subject area of an email. Never use percent symbols, exclamation points, or other special characters. Chances are messages with subject lines using these characters won’t make it to the inbox.

It probably wouldn’t surprise you that spammers send billions of unwanted messages daily. It sometimes feels like half of them end up in my email folders. Spam filters are necessary to search through emails to protect recipients from malicious cyber attacks. In response to the rise in email fraud and phishing, advances in artificial intelligence have made modern spam filters more sophisticated and accurate. The downside is that they are blocking more messages by becoming more aggressive.

I could have created a list of 10 or 15 ways to keep your emails from landing in someone’s spam folder. If I had written a longer list, it would have included hints like:

● Don’t carbon copy more than a few people on the same message

● Don’t use trigger phrases like “Big Sale!” or “50% Off!” in your messages

● Be sure your “From” line includes your name (or company name)

I’m nearing my 800-word limit, so I’ll leave you with five. You can thank me later.

Kevin Slimp is former director of The University of Tennessee Newspaper Institute and founder of NewspaperAcademy.com. Contact him at kevin@kevinslimp.com.

Conference Schedule

THURSDAY, APRIL18

1:00 PM

Registration Opens

1:30 PM Welcome, Introductions & Announcements

Session One:

Digital Advertising Essentials: A Profitable and Simple Path for Beginners

Unlock the transformative potential of your traditional print newspaper organization in the ever-evolving digital landscape. Join us in this enlightening exploration, where we'll break down the complexities of engaging in digital advertising at an ABC level – accessible, basic and clear. We're here to demystify the digital advertising world and demonstrate how you can leverage your existing publisher site resources, newsletters and email marketing to embark on a profitable and sustainable journey.

Presented by Richard E. Brown

3:00 PM Break

3:30 PM Session Two:

Success from Day One: Onboarding Sales Executives for Impact

Uncover the blueprint for transforming your print newspaper organization's sales team into a powerhouse, driving revenue and reader engagement. Join us in this illuminating presentation, where we delve into the intricacies of onboarding news sales executives with a keen focus on aligning mission and action. Discover the art and science of translating your organization's mission into tangible Key Performance Indicators (KPIs) and scorecard deliverables that not only keep your new sales executives aligned with your vision but also laser-focused on key deliverables that directly contribute to and enhance your bottom line.

Presented by Richard E. Brown

Conference Presenter

6:00 PM

7:00 PM

8:30 PM Reception Lodge Great Room

Group Dining in the Dining Room

Group Gathering President's Lodge Great Room

FRIDAY, APRIL 19

8:00 AM

8:30 AM

Breakfast

HOT Ideas Exchange

Break

10:15 AM

10:00 AM NOON

Panel Discussion

2024 Better Newspaper Advertising Awards Luncheon

Richard E. Brown is a recipient of the News Media Alliance Rising Star award. He previously served as the director of renewals and digital sales strategy at LPi and held the position of director of digital operations and sales at the Milwaukee Journal Sentinel. Recently, he was the head of digital subscriber churn for Gannett | USA Today Network and is the former senior director of retention for The Daily Beast. Additionally, he is a member of the board of directors for the Wisconsin Newspaper Association Foundation, a monthly columnist for Editor & Publisher magazine, a contributing writer for Digital Content Next, and a revenue sustainability coach for Local Independent Online News (LION Publishing). Richard is the owner of RE Media Holdings, LLC, and is currently leading the Ads & Sponsorships Lab Program at News Revenue Hub.