Arkansas Publisher Weekly: April 19, 2024

Guest Column:

By Kevin Slimp

Newspaper career “just clicked” for GM, Ad Manager Frost

After 48 years in the newspaper business in Mena, Debbie Frost has entertained at least some thoughts about retirement.

“Last year I told my husband (Benny Frost) that I was thinking I might retire at the first of the year,” she said. “Well, the first of the year came, and I just continued on working.”

In fact, not only did Frost not retire, she added a lot of additional responsibilities to her plate. It turned out that publisher Tom Byrd retired at the end of March, so Frost has now added general manager duties to her long-time position as advertising director of the newspaper in Mena and others in De Queen, Waldron and Mansfield-Greenwood.

“I’ve been busy,” Frost said. “You are learning to work with all your employees and to do things in a timely manner. But I haven’t run across any real issues or problems.”

She explained that, in a smaller operation, staffers already are accustomed to working closely with each other across all

departments. “Everybody has been good to work with. So far, so good.”

In addition to the flagship newspaper for the group, the Mena Star, Frost also is in charge of the De Queen Bee, the Waldron News, and The Citizen, covering Mansfield and Greenwood. There also is a shopper, the Ouachita Trading Post. All publications are weekly and printed at the Mena plant. The newspapers are owned by Lancaster Management, Inc., based in Gadsden, Alabama.

Frost manages a veteran advertising sales staff of five. They have specific areas of concentration but are encouraged to crosssell through all the publications.

In her years at the advertising helm, Frost has learned that some people have a knack for sales, but some don’t.

“You can usually know from the start if it is going to work,” she said. “It can be a little overwhelming for a new sales rep at the start, learning all the products and the rates. Sometimes they get a little

APA meets for Advertising Conference on Petit Jean Mountain

Debbie Frost

Lisa A. Lynn of the Jonesboro Sun and Neal and Rusty Fraser and Lori Freeze of the Stone County Leader in Mountain View watch Richard E. Brown’s presentation on Thursday afternoon at the 2024 APA Advertising Conference at the Winthrop Rockefeller Institute. The conference concluded today with the Hot Ideas Exchange, a panel discussion and the Better Newspaper Advertising Awards luncheon. More photos on page 5.

Frost

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discouraged, and I try to reinforce what they are doing and support them.”

Frost has found recently that the more difficult task is to recruit ad composition and newspaper layout employees. “We are shortstaffed in that area a lot,” she said. “It’s just hard to find people with that knowledge in our area.”

Of course, Frost remembers the more rudimentary newspaper production in earlier years, with the waxers, the border tape and the cut and paste methods. “It’s much different now, but it’s all been good,” she said.

The operation in Mena has not been immune to the financial changes in the industry, as Frost acknowledges a significant reduction in traditional newspaper advertising such as grocery and automotive. “You can certainly tell the difference from when I first started,” she said.

Institutional advertising such as medical and banking have held up better, she said. And the staff works hard to keep numbers up through lots of special promotions. Graduation, Christmas and “Best of the Best” have been some of the more successful campaigns. “Overall, we are pretty steady with what we do,” she noted.

“Our community newspapers are still important to people,” she said. “You can really tell that each week.”

Frost is encouraged by visible efforts by Mena leaders to grow the local economy and raise the overall image of the community. “Our mayor (Seth Smith), in particular, has done a lot to promote our area,” she said.

The staff also is working to incorporate more digital sales into the operation. The Lancaster organization assists that effort through its Think Tank Media initiative.

Frost said circulation has held up well at Mena and the other newspapers in the group.

Mena is fortunate to be located near beautiful Queen Wilhelmina State Park, a great magnet for visitors. The plan to develop mountain biking trails in the area has been well-publicized both across the state and nationally.

“There is a lot going on to try to get people to visit and to move here,” Frost said. “There is lots of potential here.”

Looking back over her time at the newspaper, Frost especially remembers the impact of a significant tornado that hit in 2009. It severely damaged the newspaper office and forced the operation to move to a temporary location until the original structure could be rebuilt.

“That was quite an experience for all of us,” she said. “It was a tough time we went through. We had some long days and nights at work, but we never missed a publication.”

Frost grew up in Mena and graduated from Mena High School in 1975 and started her newspaper career the following year. She has been very active in the community over the years, serving on the boards of the Polk County Chamber of Commerce, the Salvation Army and the Polk County Library. She also has been involved with

Frost works the phones in the advertising department in this September 2002 photograph.

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the Mena Regional Health System Auxiliary. She enjoys reading and following sports, especially the Arkansas Razorbacks. She and her husband have two children, both living in Mena – daughter Tiffany Williams and son Shane Frost. Much of her time involves following the sports activities of her four grandchildren, ages 5 to 15.

“When I look back to 1976 when I first started, I guess you could say I never dreamed I would still be here,” Frost said. “My goodness, that’s a long time, but I would not want to do anything different. I love talking to people and helping them with their businesses. It really does get in your blood.

“For me, it’s been a unique job, not just sitting at a desk all day. I’ve really enjoyed all these years. I haven’t thought about going somewhere else.

“I guess you could say it just clicked for me.”

First-ever Meredith Oakley Award to be presented this June

APA Better Newspaper Editorial Contest entries in the new Arkansas Freedom of Information Reporting category of this year’s APA Better Newspaper Editorial Contest will be in the running for an endowed award in memory of Meredith Oakley, the former Arkansas DemocratGazette Associate Editor and “Voices” page editor who died last summer at age 72.

The Arkansas Newspaper Foundation announced last November the creation of the Meredith Oakley Award, with seed

money by the Hussman Foundation, to be presented annually to a strong advocate of freedom of information. The award includes a $1000 prize and plaque.

Oakley was known over her 35-year career as a champion of the Arkansas Freedom of Information Act who served on the Freedom of Information Coalition and testified at the state legislature against laws that would weaken the people’s right to know. It was said she never gave an inch, because she understood all too well how many miles legislators and special interests would take in return.

“Meredith was a formidable journalist who, over her 35-year career, was known as a fierce defender of the public’s right to know,” said APA Executive Director Ashley Kemp Wimberley. “She was not known to mince words. I am sure the future recipients of this award will be equally as tenacious.”

The APA Better Newspaper Editorial Contest is open for entries at www. newspapercontest.com/Contests/ ArkansasPressAssociation.aspx. Other

submission categories include News Story, Feature Story, Investigative Series Reporting, Beat Reporting, Business Reporting, Sports News Story, Sports Feature Story, Sports Column, Health Reporting, Editorial, News/Political Column, General Interest Column, Humorous Column, and Headline Writing. There are also entry categories for photography, community coverage, freelancer recognition, layout and design and digital presence, including social media and podcasts.

All work must have been published in the 2023 calendar year. Entries must be submitted by midnight on Friday, May 3, in order to be considered. Complete rules and information can be found beginning on page 7 of this issue of Arkansas Publisher Weekly

The first presentation of the Meredith Oakley Award will be made during the Better Newspaper Editorial Awards Banquet at the APA Convention on June 29, 2024, at Red Wolf Convention Center in Jonesboro.

Arkansas Gov. Sarah Huckabee Sanders declared Mena the first “Capitol for a Day” on October 20, 2023

Frost shows off her awards from the 2009 APA Better Newspaper Advertising Contest.

Meredith Oakley

Voice publisher receives Outstanding Community Service Award

Jennifer Allen, publisher of the Hot Springs Village Voice, was selected by Hot Springs Elks Lodge #380 as the recipient of its Outstanding Community Service Award. The award was presented to Allen on April 12 by Americanism Committee Chairman Kacky Carey and Exalted Ruler Jackie Holloway. Photo by Sharon Kelsay

WPC Journal expands coverage into northern Cross County communities Mountain Echo welcomes new “reporter” to newspaper family

The West Poinsett County Journal has started circulating in northern Cross County, publisher Curtis Sanders announced last week.

Effective this month, the Journal will begin carrying news from Cherry Valley and Hickory Ridge, both of which are located just minutes from the Cross County/ Poinsett County border. The newspaper

will be sold at the cash register of Jordan’s Kwik Stop in Cherry Valley, and home delivery is planned for both communities. Subscriptions are also available by mail.

Cherry Valley and Hickory Ridge residents may submit community news and events notices, as well as subscription inquiries, to wpcjournal2019@gmail.com.

The newest reporter at The Mountain Echo in Yellville made front-page news as Echo staffer Heather Moore and her husband, Jeremy, welcomed Jonah Mason Moore on Thursday, April 4. Office and Advertising Manager Peggy Mason is the proud grandmother.

“Jonah and (big sisters) Reagan and Raelyn will always have a home at The Mountain Echo in the future,” said Mason in the announcement.

2024 APA Advertising Conference commences on April 18

Attendees had a great first day at the annual APA Advertising Conference, held this year at the Winthrop Rockefeller Institute on beautiful Petit Jean Mountain. See next week’s Arkansas Publisher Weekly for more photos and the complete list of Better Newspaper Advertising Contest winners.

Hardly a week goes by that I don’t meet with one or two publishers to review their newspapers and make recommendations to increase their readership and overall business. Obviously, some papers require more attention than others, but it’s rare I don’t have at least a few dozen recommendations concerning potential changes.

The most apparent changes usually center around design elements: headlines, fonts, spacing, etc. Other recommendations often relate to content, frequently centering on regular features, stories, and photos.

In all my years working with newspapers, I don’t remember having a negative experience with a publisher. It makes sense that when a publisher contacts me for advice, they’re sincere about improving their newspaper. Earlier in my career, I expected some backlash concerning suggested changes. Still, over time, I’ve learned that most newspaper publishers and editors are sincere about finding ways to inspire more potential readers to pick up the paper.

Just this week, I met with the publisher of a Midwest newspaper looking for ideas to grow readership. In the emails and phone calls leading up to our meeting, the publisher clearly wanted any advice I could offer. There had been a slow but steady decline in circulation, and he wanted advice on reversing the trend.

During our online meeting, we discussed the three issues of his printed newspaper that I had received in the mail before our discussion. We analyzed the more than 100 suggestions I noted in the weekly 20-page publication. The majority of our discussion,

Guest Column:

Pick it up or put it down?

The area above the fold determines which choice potential readers will make

by Kevin Slimp

however, centered on the top of the front page, commonly referred to as the area “above the fold.”

We all know how important it is to draw potential readers to this area of our newspaper. I still have the clipping Dale Gentry sent me from the Letters to the Editor section of his newspaper after a redesign two years ago. The writer noted that when she visited her local convenience store, a stack of newspapers would always be on a rack in front of the register. She would ask the cashier about the papers, and the response was that people rarely bought one of the papers. Something changed, however. She noticed the rack was empty or nearly empty during several consecutive trips to the store. When she asked the cashier why there were no papers, she was told that people had started buying the paper, and the store usually ran out of copies.

What had changed? Dale’s paper had recently gone through a total redesign. As part of the new design, Dale and his staff made great efforts to make the area above the fold as inviting as possible. Apparently, their efforts paid off.

While looking over the three issues of the midwestern newspaper before meeting with the publisher this week, something became very apparent. In all three issues, the area above the fold was filled with mugshots from the local jail, along with stories about arrested drug dealers and users. I sent pictures of the front pages to friends in various states and asked, “Would you

read his paper?” My friends all answered, “No.”

In my conversation with the paper’s publisher, I clarified that I wasn’t suggesting a “feel good” publication. Every focus group I’ve led of newspaper readers indicates readers want hard news. That doesn’t mean that the front page should be filled with endless negative stories.

The area above the fold does one of two things. It either invites potential readers to pick up the newspaper or causes them to put it down. That doesn’t mean the front page always leads with a feel-good story. It does mean that weekly mugshots of young drug users will eventually wear down potential readers.

My meeting this week went exceptionally well. Before signing off, the publisher said he planned to make several changes immediately based on our conversation. He planned to change the fonts he used for body text and headlines. He would ask his designers to remove unnecessary color elements on pages, allowing readers to focus on the pictures and stories. The change I’m most excited about, however, is moving the weekly mugshots and crime stories away from the area above the fold. I’m confident he will receive positive feedback from his community right away, and more potential readers will begin picking up his newspaper.

Kevin Slimp is a popular consultant, advisor and trainer in the newspaper industry. From 1997-2018, Kevin directed The Newspaper Institute of The University of Tennessee. He currently serves as CEO of Market Square Publishing and Chief Guru at NewspaperAcademy.com. Email him at kevin@kevinslimp.com.

2024 Arkansas Press Association

BETTER NEWSPAPER EDITORIAL CONTEST RULES & CATEGORIES

1. ELIGIBILITY: Contest open to employees of Arkansas Press Association member newspapers in good standing. Entries must be submitted by the member newspaper, not by individuals. The current owner of any former APA member newspaper(s) that have ceased publication may submit qualifying entries for work complete during the contest eligibility time frame. Syndicated work of an employee may only be submitted from the newspaper of origin.

2. CONTEST PERIOD: All entries must have been published January 1 through December 31, 2023.

3. DEADLINE: Entries must be submitted by midnight on May 3, 2024.

4. ALL ENTRIES must be full-page pdf documents (including photo entries) and show date of publication. Be sure to send story continuations. For entries that require more than one story, save as one pdf document in a low resolution format before uploading. To help judges locate the correct story or photo, the name of the entry (e.g. Fire Destroys Business) and the pdf file name should be the same. Entries must be submitted exactly as they were published.

5. LIMIT OF ENTRIES: There is a LIMIT of entries per newspaper in each category, but it varies, so read the rule for each category. Most news categories have a limit of four, and photo categories have a limit of five.

6. COST TO ENTER: The contest fee per member is $25 plus $5 per individual entry. Once all entries are submitted and finalized, click “Billing.” This will take you to a page where the entry fees are automatically generated. You will have an option to pay your total cost by credit card or to be invoiced.

7. DIVISION PLACEMENT: Your newspaper has been pre-assigned a division based on your paid circulation.

Div. 1 Circulation under 1200

Div. 2 Circulation 1201 - 2000

Div. 3 Circulation 2001 - 7000

Div. 4 Circulation over 7001

Div. 5 Media (online) members

(A) To be FAIR to smaller staffed, smaller circulation newspapers, multiple-ownership newspapers must submit entries in the division of their largest circulation newspaper. An exception will only be made if the entries are sent with a written statement from the publisher saying that no help from personnel at the larger circulation newspaper(s) was used in publishing the smaller circulation newspaper.

(B) If work is published in more than one newspaper in a group, the person may enter from only one newspaper and must compete in the larger circulation division.

8. JUDGING:

(A) For a category to be judged there must be at least three entries from three different newspapers. Otherwise those entries will be added to and judged with the next higher division.

(B) Judges will be asked to make comments on winning entries. Comments will be given to the newspaper after the awards ceremony..

(C) Awards will be made in first, second, and third place. Honorable mentions may be awarded at the judges’ discretion. Decisions of judges will be final.

9. GENERAL EXCELLENCE AWARD: Winners of the General Excellence Award will be determined by compiling points received for first, second, third place and honorable mention awards won in all categories. First place awards are worth ten points; second place, six points; third place, three points; and honorable mention, one point.

10. Announcement of winners will be made on June 29 during the 2024 APA Convention at the Embassy Suites Red Wolf Convention Center in Jonesboro

LOGIN, UPLOAD & SUBMISSION INSTRUCTIONS

Step 1 – Acquire your login information from APA. Contact Terri Cobb at Terri@arkansaspress.org.

Step 2 – Login at www.newspapercontest.com/arkansas. You will see a page showing any entries you have already submitted. Complete rules for the contest are available on the website. Some browsers, such as Safari, will open the rules in a new window; others will require you to download the PDF file to your computer.

Step 3 – Click on the “Add New Entry” link.

Step 4 – On this page, select your newspaper name. A lot of information will autofill. If that information is incorrect, please contact APA. Your division will be selected for you based on your circulation. Fill in the preparer’s name. (The preparer is the person uploading the entry into the online contest platform, not the staffer that will be credited for any award.)

Step 5 – Select the Newspaper Group from the drop-down menu for the contest you are entering. You must select Open, All Daily, All Weekly or Contests By Division.

Step 6 – Select the contest category from the drop-down menu. When you select the category, special instructions will appear below it. If you don’t see the category you’re looking to enter, make sure you’ve selected the correct Newspaper Group (See Step 5). This field will clear each time you save an entry, so you must select a category for each new entry.

Step 7 – Enter the title/cutline for your entry. When uploading full-page PDF files, make sure the entry name matches the headline on the page so the judges can find it easily.

Step 8 – Include the name of the person or people who should be credited for any award. This is generally the writer, photographer, graphic artist, cartoonist, etc.

Step 9 – Add your file or files. You can drag and drop files or use the “Add files” button to navigate your files.

Step 10 – IMPORTANT: When you have completed your submission, click the “Save” button. If you click the “Back to list” button, you will lose the entry you just completed. After clicking “Save,” you will be directed back to the list of your entries.

Step 11 – To submit another entry, click “Add New Entry.” As long as you have not logged out of the system, your newspaper name will still be in place and you can simply start at Step 5 again. You may log out and log back in later to continue adding entries. You will need to select your newspaper name each time you log in.

Step 12 – If you are done submitting entries, please review the list. You may not change an entry, but you may delete an entry and resubmit it. When done uploading all your entries, click the “Billing” button on the list page. This will take you to a page where the entry fees are generated. You may click the PayPal Link to pay by credit card or mail your payment to: APA Contest, 411 S. Victory St. Little Rock AR 72201. Once payment is made, we will mark your newspaper paid and complete.

CATEGORIES

CATEGORY 1 — News Story

For each entry, submit full-page document showing a single staff-written news story. Spot news and sidebar stories may be submitted. Judging will be based on community wide importance of event, timeliness, thoroughness of reporting, writing style and effectiveness of lead. Limit 4 entries.

CATEGORY 2 — Feature Story

For each entry, submit full-page document showing a single staff-written feature story. Judges will consider writing style, originality and general interest. Portrait pieces may be included. Limit 4 entries

CATEGORY 3 —Investigative Series Reporting

For each entry, submit full-page documents showing all stories in a series on one single event or subject or news item. Minimum three (3) stories to qualify as a series. Judging will include depth of reporting, organization of material, writing style and reader interest. All winning entries will be forwarded to compete for the IF Stone Award. The IF Stone Award includes a $100 prize and plaque. Limit 4 entries.

CATEGORY 4 —Arkansas Freedom of Information Reporting

For each entry, submit full-page documents showing all stories written with information gathered utilizing the Arkansas Freedom of Information Act. Each entry should include a cover letter explaining the need to use the FOIA, the focus, scope and method of the investigation, and the subsequent results and impact following publication of the stories. Save all documents into one pdf file. All winning entries will be forwarded to compete for the Meredith Oakley FOIA Award. The award includes a $1000 prize and plaque. Limit 4 entries.

CATEGORY 5 — Beat Reporter

For each entry, submit a minimum of three (3) articles from a single reporter covering a specific beat (courts, sports, outdoors, city council, etc.) Limit one entry each from 3 reporters.

CATEGORY 6 — Sports News Story

For each entry, submit full-page document. Judges will consider originality, style, writing and reader interest. (Enter sports features in Category 7) Limit 4 entries.

CATEGORY 7 — Sports Feature Story

For each entry, submit full-page document. Judges will consider originality, style, writing and reader interest. (Enter sports news/game time stories in Category 6) Limit 4 entries.

CATEGORY 8 — Business Story

Single story or series to include all aspects of agriculture, tourism and business, with special emphasis on coverage of local farming, tourism, businesses and industries in your community. Limit 4 entries.

CATEGORY 9 — Education Story

Single story or series to include all aspects of education, school boards and other school activities in your community. Limit 4 entries.

CATEGORY 10 — Health/Medical Story

Single story or series to include original local and state health and medical features and news. Limit 4 entries.

CATEGORY 11 — Freelancer Recognition

The intent of this category is to recognize Arkansas freelance writers and non-syndicated writers. If a story is published in more than one paper, it should be entered in the largest circulation paper. For each entry, submit full-page document. Judges will consider writing style, originality and general reader interest. Limit 4 entries.

COLUMN WRITING

CATEGORY 12 — Sports Column

For each entry, submit full-page document. Columns on sports should be entered. Judging will include writing style, originality and reader impact. Columns must have bylines or standing headings and must be regularly published in your newspaper. Limit 4 entries.

CATEGORY 13— Editorial

For each entry, submit full-page document. Must be original. Syndicated material is not eligible. Judging will be on local impact, reasoning, writing excellence and leadership shown by the editorial. An editorial represents the opinion of the newspaper. A column is NOT an editorial! Limit 4 entries.

CATEGORY 14 — News/Political Column

For each entry, submit full-page document. Only columns on news issues or politics should be entered. Judging will include writing style, originality and reader impact. Columns must have bylines or standing headings and must be regularly published in your newspaper. Limit 4 entries.

CATEGORY 15 — General Interest Column

For each entry, submit full-page document. Columns on general interest, people or “slice of life” should be entered. Judging will include writing style, originality and reader impact. Columns must have bylines or standing headings and must be regularly published in your newspaper. Limit 4 entries.

CATEGORY 16 — Humorous Column

For each entry, submit full-page document. Column should be humorous in nature. Judging will include writing style, originality and reader impact. Columns must have bylines or standing headings and must be regularly published in your newspaper. Limit 4 entries.

Ernie Dean-Brenda Blagg Columnist of the Year Award – Winning entries in categories 12-16 will be judged to select one best overall columnist. The award includes a $1000 cash prize and plaque.

PHOTOGRAPHY

For each entry, submit full-page PDF. Computer created and composite photos may not be entered. Photos may be black and white or color.

CATEGORY 17 — Single News Photograph

Name of photographer must be given. Judging will include timeliness, impact and technical quality. Clearly name the photo to be judged. Limit 5 entries.

CATEGORY 18 — Single Feature Photograph

No sports photos. See category 18. Name of photographer must be given. Portrait photo may be included in this category. Judges will consider photographic excellence, reader appeal and technical quality. Clearly name the photo to be judged. Limit 5 entries.

CATEGORY 19 — Single Sports Action Photograph

Name of photographer must be given on entry form. Clearly name the single ACTION photo to be judged. Judges will consider action, newsworthiness and quality. (Sports feature photos should be entered in Category 20.) Limit 5 entries.

CATEGORY 20 — Single Sports Feature Photograph

Name of photographer must be given on entry form. Clearly name the single NON-ACTION sport photo to be judged. Judges will consider photographic excellence, reader appeal and technical quality. Limit 5 entries.

CATEGORY 21 — Picture Page/Photo Essay

Each entry consists of one full-page document. This is a contest for one best picture page OR photo essay. It may be produced by one person or a team. Judges will consider photo quality, layout, art work, reproduction, originality and text material. Limit 4 entries.

PHOTO OF THE YEAR

All first-place photos from the photography categories 17-20 will be judged together to determine the Photo of the Year for Arkansas Press Association. Photo of the Year will receive a special plaque presented during the awards luncheon.

LAYOUT & DESIGN

Categories 22-23 are package entries. The judges are looking at a body of work. Save all the pages as one pdf document before uploading.

CATEGORY 22 — Best Front Page

Submit three (3) FRONT pages from three different issues. Judges are looking at a body of work. Save all the pages as one pdf document. Judges will consider general news content with special emphasis on local coverage, design, news play and typography with regard to appropriateness, quality, impact, legibility, organization and creativity. Limit one (1) entry per newspaper.

CATEGORY 23 — Graphic Design Portfolio

Submit three (3) full-page pdfs from a single staff member showing effective use of design, graphics, artwork, graphics, charts, maps or other devices that provide, explain, or clarify information from a news story or feature. Judges are looking at a body of work. Save all the pages as one pdf document. Judging will be based on originality, craftsmanship and presentation of information only, not the accompanying story. Limit 3 entries (3 staff members per newspaper).

CATEGORY 24 — Headline Writing

For each entry, submit full-page pdf document. Headlines over photos can be submitted. Judges will originality, creativity (graphic presentation), appropriateness (how well it relates to the story or photo), clever use of words, impact, attention-getting quality and humor. To help judges locate the entry, the headline and pdf document title should have the same name. Limit 5 entries.

CATEGORY 25 — Best Digital Presence & Audience Engagement

For entry, submit the link to your website along with any username and password needed to view content. Include as well links and usernames to your social media you would like judged (ie Facebook, Twitter, Instagram). Include podcast or youTube channel links you want to include. The judges will randomly visit all your sites between May 12-18, 2024. Judging will be based on content (quality of news, timeliness and organization); visual/ design (layout, photos, color); and activity from readership. Limit 1 entry per newspaper.