Registration deadline for 2024 APA Convention is this Friday
Guest Column:
What you want to know
By Kevin Slimp
Arkansas Press Association Publisher Weekly
Takasa to advise on future of local media at APA Convention
What is Local Media 3.0?
That is the crucial question newspaper and media consultant Guy Tasaka will address in his presentation, “How to Build for the Future,” scheduled for Saturday morning during the annual Arkansas Press Association convention, June 27-29, at the Embassy Suites by Hilton Jonesboro Red Wolf Convention Center.
But before beginning to understand 3.0, it is necessary to review the history of versions 1.0 and 2.0 in the media and community newspaper environment.
According to Takasa, 1.0 is represented by the roughly 15 years between 1990 and 2005, a period he terms “the golden age” of local media. “We were basically printing money, and one reason for the success was that we were the trusted source of news and information for the local market. Newspaper publishers during that time were more powerful in their community than the mayor.
“Newspapers were also very healthy prior to 1990, but they weren’t the juggernauts they were during the 1.0 period.”
During the 1990 to 2005 period, newspaper advertising revenue climbed from $40 billion to $60 billion annually. “Most newspapers
Guy Tasaka
had a deep and robust relationship with their advertisers,” he said. “During that period, the audience was the product, and the advertiser was the customer,” he added.
Then came the disastrous period of Local Media 2.0, the years between 2005 and 2020. Shockingly, newspaper advertising revenue declined from $60 billion to $20 billion annually, and circulation declines were roughly in the same ratio.
“It [was] literally a freefall,” Tasaka wrote in one
of his regular columns for Editor & Publisher magazine. “It made me question how this could be, with the greater minds of 7,000 daily and weekly newspapers all trying to solve the same problem of business sustainability and reversing the revenue decline.
“It would be too easy to blame the digital platforms for taking ad revenue or to say that we were the victims of changing consumer behavior and fragmented media. More importantly, I think the problem is fixable.”
Tasaka believes newspapers have spent the last 15-plus years trying to solve the wrong problems because of a misunderstanding of the business model.
“Somewhere along the line came the strategy to chase scale because ad teams wanted to quote big numbers,” he writes. “This took the industry down a rabbit hole of investing in social media and search engine optimization. And it worked, until it didn’t.
“It certainly didn’t help that the digital platforms encouraged and ‘helped’ us grow that audience – until they didn’t. What that did was build a giant useless audience for local advertisers. I’ve long said this is an industry that is a victim of ‘death by a thousand revenue
See TASAKA Page 2
Registration deadline for 2024 APA Convention is this Friday
Friday, June 21, is the deadline to register for next week’s 2024 APA Convention, to be held for the first time in the 151-year history of the association in Northeast Arkansas. Registration materials can be found on page 7 of this issue of Arkansas Publisher Weekly
Those attending the full convention will be treated to a Thursday evening kickoff event, hosted by Arkansas State University at Centennial Bank Stadium. “Arkansas Press Pass Night” at Woodard McAlister Family Club will begin with cocktails and heavy hors d’oeuvres at 5:30 p.m. A special behind-the-scenes tour of the Centennial Bank Athletics Operations Center will start at 7 p.m.
Convention events on Friday, June 28, will start with an omelet breakfast social and the opening of the Arkansas Press Association Annual Trade Show and Arkansas Newspaper Foundation Silent Auction.
Sessions resume at 2 p.m. with David Cuillier, Director of the Joseph L. Brechner Freedom of Information Project at the University of Florida, presenting “Partly Cloudy: Getting Public Records in an Age of Secrecy.” Following a break, Slimp will return for his second session of the day, “AI and Newspapers: What You Need to Know,” at 3:30 p.m.
Following breakfast, well-known newspaper educator and founder of Newspaper Academy Kevin Slimp will present the first session of the day, “Getting More People to Read Your Newspaper,” at 9:30 a.m. At 11 a.m, John Newby of Editor & Publisher magazine will present “Knowledge is power: Using Data to Increase Revenue.”
The noon luncheon, emceed by Rex Nelson of the Arkansas DemocratGazette, will feature a Q&A with Arkansas State University Chancellor Todd Shields. Arkansas Newspaper Foundation board members Steve Eddington of Arkansas Farm Bureau and Rob Roedel of Electric Cooperatives of Arkansas will moderate the discussion.
Tasaka
Continued from page 1
opportunities,’ and publishers got used to the ‘free money’ as small as it was because it was better than nothing.”
Tasaka also believes that, overall, paid content and digital subscriptions have largely been mistakes that have accelerated the downward revenue trend. “If our audience is the product and the customer that helped us get to $60 billion in 2005 is the local advertiser, we have successfully shrunk our high-value local audience by putting up paywalls and, at the same time, marginalized the local advertiser base by creating a product that they no longer value.
“Everything we did in 1.0 is still the answer. Nothing we did in 2.0 has worked.”
In Tasaka’s view, rethinking current models and approaches is paramount. But high on the list remains the goal of being the most trusted information source in the local market.
He points out that the internet has created a
The Annual Honorees’ Reception will be at 6 p.m., featuring music by the Delta String Quartet. The Arkansas Press Association Honors Banquet, emceed again by Nelson, will follow. The evening will conclude with the installation of Helena World/Monroe County Argus Publisher Andrew Bagley as APA Board President.
Saturday events begin with Guy Tasaka of Editor & Publisher presenting “Local media 3.0 — How to Build for the Future” at 9 a.m. Following a 10:15 a.m. coffee break, veteran journalist Sonny Albarado of the Arkansas Advocate will moderate a panel discussion, “Newsroom Tips: How To Best Cover Your Communities.” Tammy Curtis of the Spring River Chronicle in Hardy, Scott Loftis of the Carroll County News and Eureka Springs Times-Echo, Rusty Fraser of the Stone County Leader in Mountain View and Tamara Johnson of the Times-Herald in Forrest City will serve as panelists.
The convention will conclude with the presentation of the APA Better Newspaper Editorial Awards at the noon luncheon.
Registration is required to attend the convention. Registration options of full convention, Friday and Saturday only or APA Better Newspaper Editorial Awards Luncheon only are available. For more information email terri@arkansaspress.org.
situation in which large amounts of locally important information can be obtained now with relative ease. “You can now focus on content that is user-generated or systemgenerated,” he said. “Fifty years ago, content was scarce, and time was abundant. Now that is reversed.”
Tasaka’s go-to example of a successful 3.0 model is podnews.net, an Australian company that serves the podcast community worldwide. Owner James Cridland sends out a newsletter to some 31,000 contacts five days a week, with the focus on information and trends in the podcast industry. Advertising revenue is roughly one-third sponsored, one-third contracted, and one-third classified. Tasaka said Cridland generates $800,000 in revenue annually in his one-person operation. “It’s the only way to make sense of the avalanche of news in our fast-moving podcast world,” one user writes. “It’s pithy, interesting and an absolute must-read.”
Tasaka points out that many of the concepts in the podnews.net model could be used in a local community-based market – the idea being that the local newspaper newsletter/ website has a goal of being the must-read for its community.
While Tasaka encourages publishers to rethink and refocus their efforts in their digital models, he does believe there is still opportunity for success with the printed product. In most cases, he believes, it will be on a less frequent schedule than in the past and tied in creative ways with the digital information vehicles.
He said that, on a larger market scale, an example of a successful transition has been Community Impact, in the Austin, Texas, market. CI claims to have the largest community journalism news organization in Texas. It now prints monthly while, at the same time, producing a variety of innovative daily digital products.
To the 2024 award winners for the best examples of reporting the news “impartially, without fear or favor” in 2023.
Print Reporting
No One Gets Fired at the Los Angeles Fire Department Paul Pringle
Cable Television Reporting
The Coast Guard’s Secret
Melanie Hicken, Blake Ellis, Curt Devine, Pamela Brown, Audrey Ash, Scott Bronstein
Digital Reporting
What is North Carolina Blue Cross Blue Shield up to? Rose Hoban
Publisher, APA Past President Derwood Brett dies at 76
Arkansas Press Association Past President Derwood Brett, of Mount Ida, died on Sunday, June 16 in Hot Springs. He was 76.
Born in Camden to Eslie and Gladys (Dove) Brett, he was reared in Farmerville, Louisiana, and got his start in the newspaper industry in the advertising department at the Minden Press Herald while studying journalism at Louisiana Tech University. After graduation he served as advertising manager, then business manager for the Press Herald
In 1973 he was named publisher of the Washington County News in Chipley, Florida. He then moved to Mena in 1976 to serve as editor and publisher of the Mena Star, a position he held for more than a decade. While in Mena he also served as the president of the Polk County Chamber of Commerce.
Brett joined the APA board of directors in 1982. In 1987 he was named publisher of Active Age magazine in Little Rock, followed by a move in March 1988 to serve as general manager of the Helena Daily World.
A staunch proponent of community journalism, he made a point during his 1989 tenure as APA president to visit every APA member newspaper at least once.
In 1991 he returned to Louisiana to serve as publisher of the Minden Press Herald. After he left the newspaper business he worked as communications manager for the Electric Cooperatives of Arkansas, then as manager of Clay County Electric Cooperative before retiring in 2008.
Brett was a member of the Lions Club, as well as countless other boards, clubs and commissions. While always civic-minded, after a move to Mount Ida in retirement he dedicated himself to full-time volunteerism. He served as president of the Montgomery County Chamber of Commerce, and was a member of the “Traildogs,” a group of retirees who helped build and maintain the Lake Ouachita Vista Trail in Montgomery and Garland County.
A long-time board member for Healthy Connections, a network of community-based health clinics, he served as chairman of the board from 2011 through April of this year. His leadership coincided with major growth at Healthy Connections, expanding from two clinics in two cities to more than 15 clinics across central and western Arkansas.
A graduate of Louisiana Tech University with a Bachelor of Arts in Journalism, Brett went on to complete his Master of Arts degree in Journalism/ Mass Communications at the University of Arkansas at Little Rock, where he also served on the adjunct faculty for several years.
In addition to his parents, Brett is preceded in death by his sister Marie Brett Adams and brothers Bobby Brett and Tommy Brett. He is survived by his wife of 55 years Frances West Brett, son and daughter-in law Jason and Kelly Brett, son Elliott Brett, daughter and son-in-law Ella and Brett Brackett and five grandchildren, in addition to his nieces and nephews.
There will be a celebration of life at a later date. Arrangements are under the direction of Thornton Funeral Home in Mount Ida. Guest register at www.thorntonfh.com.
Derwood Brett
APA Past Presidents Bob Moore, Ron Kemp, Brett and Jeff Christenson enjoy catching up at the 2014 APA Convention in Hot Springs.
APA President Betty Magie passes the gavel, along with a hug, to Incoming President Brett in 1989.
APA Board Election results announced this week Deadline is June 28 to nominate “All-Stars”
APA membership recently approved the slate of candidates to serve on the Board of Directors.
Elected to serve as at-large board members for the first time are Ashley Hogg, publisher of the Advance-Monticellonian in Monticello and The Eagle Democrat in Warren and Larry Killian, owner and editor of the South Arkansas Sun in Hampton.
At-large board members reelected for 2024-25 are Jennifer Allen, owner and publisher of Hot Springs Village Voice and HSV Life magazine; Jeremy Gulban, publisher of the Marshall Mountain Wave, Pocahontas Star Herald, the Clay County Courier in Corning, the Clay County TimesDemocrat in Piggott, the Villager Journal in Cherokee Village and The News in Salem; Scott Loftis, editor, publisher and majority owner of the Carroll County News in Berryville and the Eureka Springs Times-Echo and Brent A. Powers, president of Northwest Arkansas Newspapers, LLC.
In addition, the board voted on and approved the following slate of directors to serve as officers on the 2024-2025 Executive Board: Immediate Past President Eliza Gaines, publisher of the Arkansas Democrat-Gazette, Camden News, Magnolia Banner-News, Hot Springs Sentinel Record, El Dorado News-Times and the Texarkana Gazette; President Andrew Bagley, co-owner and publisher of the Helena World and Monroe County Argus; and Vice President John Robert Schirmer, editor and publisher of the Nashville News-Leader and publisher of the Murfreesboro Diamond and Glenwood Herald. Executive officers will begin their terms at the conclusion of the APA Convention in Jonesboro next week.
At-large board members will start their service with the next called board meeting.
Tasaka
Continued from page 2
While change is difficult and challenging, Tasaka will strive in his presentation to explain his vision of how publishers can be successful with a 3.0 vision. Interestingly, he also will touch on Artificial Intelligence, which he says can be an effective tool in generating content in a variety of creative ways.
“I just like to help people,” Tasaka said. Concerning AI and other complicated technical issues, he said, “at this point a lot of people just don’t know what they don’t know.” At age 62, he notes older publishers tend to trust his perspectives, while he also finds it rewarding to work with younger leaders who represent the hope for industry success in the future.
Tasaka Digital is the name of his consulting business. While he has been involved in the technical side of the industry for many years, he points out that his initial expertise was in research and strategic planning, and he is increasingly returning to that focus in working with media executives.
Tasaka officially has retired, but continues to write columns for E&P, conduct seminars at
Editor & Publisher magazine and the International Newspaper Group are seeking to recognize the “All-Stars” who work in the fast-paced news publishing operations field.
The E&P and ING Operations All-Stars Class of 2024 will honor winners in three categories: Large Market All-Star, Small Market All-Star and PrePress All-Star.
Three first place winners will receive $2,000 each from ING. In addition, imPRESSions Worldwide & CellMark will cover airfare and lodging so each winner can attend the 2024 ING Conference, planned for September 25-26 in Indianapolis, Indiana.
Three runner-up “All-Stars” will receive $1,000 each, also courtesy of ING.
Teresa McCrary, production manager at the Times-Herald in Forrest City, was named a 2022 Small Markets Operations All-Star, the first in Arkansas to receive the honor.
Nominations are open until June 28. To nominate the Operations AllStar at your publication, visit editorandpublisher.com/stories/help-usrecognize-your-operations-all-star,249939
media conferences and serves as an AI coach for publishers and others interested in the topic. In a 37-year media career, Tasaka has worked at a variety of companies, including the Local Media Association, WideOrbit, GateHouse Media, Calkins Media, Page Foundry, LibreDigital, Marketing Experiments and Ziff-Davis Publishing.
He worked in a variety of challenging positions at the New York Times from 1995 to 2005, primarily in marketing and research.
Tasaka grew up in Hawaii and earned a bachelor’s degree in marketing and finance with a minor in journalism from the University of Oregon.
He and his wife, Heather Tasaka, live in West Linn, Oregon. They have two children — son Erik Tasaka, who works for BLOX Digital in Seattle, and daughter Jennifer Tasaka, who is in graduate school at the University of Montana.
Tasaka took up golf as a hobby four years ago, with the purpose to play golf with his
father, who is 84 and shoots in the low 80s. His daughter also has begun the game and they are enjoying the pastime together.
Those attending Tasaka’s presentation certainly will be challenged to review their current publishing models and to consider his suggested outlines for the future:
“Rethink everything. Newspapers have amazing opportunities to leverage their position as the trusted brand in their local markets for the near term. How and what they choose to do in 2024 will require them to look into their toolbox beyond another special section or photo contest. If done correctly, newspapers can be the center of the digital advertising universe in their markets and all that it brings.”
Tasaka will present “Local media 3.0 — How to Build for the Future’’ at 9 a.m. on Saturday, June 29 at the 2024 APA Convention. Registration is required to attend the session. The registration form, along with a complete convention agenda, can be found starting on page 7 of this issue of Arkansas Publisher Weekly
It has already been a busy summer, and I’m not sure summer has officially begun yet (It’s June 1 as I write this). Upon returning from my latest trip – to Pennsylvania – yesterday, I was greeted by a stack of packages from publishers – most containing newspapers to critique – and an email folder with plenty of messages from editors, designers, and publishers. To keep all the newspapers I receive from getting wet, I purchased a waterproof container about the size of a pirate’s treasure chest, which I placed on the porch by my front door. The mail deliverers and UPS drivers have become well acquainted with my box. What’s on the mind of newspaper folks these days? The answer is “a lot.” Whoever first coined the phrase “newspapers are dead” in the early 2000s apparently never had to go through my email or my box.
Growing Readership
The most common question I receive is, “What can I do to get more readers?” That hasn’t changed in the 30 years I’ve been working with newspapers. We always seem to be looking for a magic potion to make more people want to read our products. I’ve addressed that question many times in these columns, often with a list of ways
Guest Column: What you want to know
My inbox and physical mailbox stay full with requests from readers
By Kevin Slimp
Quality is a funny thing. It encompasses more than the “look” of a newspaper. It includes writing high-caliber stories that meet the reading desires of potential readers. Quality entails research, such as focus groups, to understand what readers want – and don’t want – in their newspaper. And obviously, the importance of design can’t be overestimated.
Improving the Product
The packages in my front porch box usually contain newspapers to be critiqued. Upgrading the content and design of your newspaper should be at the forefront of growing your paper. That doesn’t mean you have to send your paper to me. This means that your paper should develop a method of critiquing every element of content regularly. But couldn’t I just look at these pages on the screen? Sure, but seriously evaluating a newspaper requires taking notes on the pages. After I critique a page, it generally looks like someone has bled all over it.
Increasing Ad Revenue
Increasing revenue is on everyone’s mind. I can’t remember a time when it wasn’t. I lead a lot of webinars on various topics. There was a time when photo editing or
crowds. I’ve written my share of columns on increasing revenue, but the best way I know of to increase ad sales is to go out and visit more potential advertisers physically. It sounds simplistic, but those of you who have been around the block a few times know it’s true. Don’t worry. If you happen to be signed up for one of my future webinars on increasing ad revenue, I’ll have more to share than “just get out more.” However, if you want to sell more ads, just get out more. It works.
Next up for me? North Carolina, Virginia, then over to see my friends at Arkansas Press Association. When I return home, I imagine the box next to my door will be full.
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.
Slimp will be presenting two sessions at the 2024 APA Convention at the Embassy Suites by Hilton Jonesboro Red Wolf Convention Center on Friday, June 28. A convention agenda and registration form can be found on the next two pages of this edition of
Arkansas Press Association Convention
Red Wolf Convention Center | June 27 – 29, 2024
THURSDAY, JUNE 27
Noon Arkansas Press Association Board of Directors Summer Meeting
4 pm Registration opens
5:30 pm
7:30 am
Arkansas Press Pass Night at Woodard McAlister Family Club at Centennial Bank Stadium at Arkansas State University Enjoy cocktail hour, heavy hors d’oeuvres and a tour of the Centennial Bank Athletics Operations Center. Sponsored by Arkansas State University
FRIDAY, JUNE 28
Registration opens
8:30 am Let’s Get Crackin’ Omelet Breakfast Social
9:30 am
Arkansas Press Association Annual Trade Show & Arkansas Newspaper Foundation Silent Auction Open
Session: Getting More People to Read Your Newspaper
Presenter: Kevin Slimp, Founder of the Newspaper Academy
10:30 am Brews Flash Coffee Break in the Trade Show
11:00 am
Session: Knowledge is power: Using Data to Increase Revenue
Presenter: John Newby, Editor & Publisher
Noon Luncheon
Q&A with Arkansas State University Chancellor Todd Shields
Moderated by Steve Eddington, Arkansas Farm Bureau and Rob Roedel, Electric Cooperatives of Arkansas
Emcee: Rex Nelson, Arkansas Democrat-Gazette
2 pm Session: Partly Cloudy: Getting Public Records in an Age of Secrecy
Presenter: David Cuillier, Director of the Joseph L. Brechner Freedom of Information Project at the University of Florida
3 pm
3:30 pm
Pop It Like It’s Hot Popcorn Break in the Trade Show
Session: AI and Newspapers: What You Need to Know
Presenter: Kevin Slimp, Founder of the Newspaper Academy
5 pm Trade Show closes
6 pm APA Annual Awards Honorees’ Reception
7 pm Arkansas Press Association Honors Banquet
Special Awards and Installation of Andrew Bagley as APA Board President
Emcee: Rex Nelson, Arkansas Democrat-Gazette
8 am Registration opens
8:30 am
SATURDAY, JUNE 29
Breakfast & APA Annual Member Meeting
9 am Session: Local media 3.0 — How to Build for the Future
10:15 am
Presenter: Guy Tasaka, Editor & Publisher
Breaking Brews Coffee Break
10:30 am Panel Discussion: Newsroom Tips -- How To Best Cover Your Communities
Moderated by: Sonny Albarado, Arkansas Advocate
Panelists: Tammy Curtis, Scott Loftis, Rusty Fraser, Tamara Johnson
Noon Arkansas Press Association Better Newspaper Editorial Awards Luncheon
Emcee: Rex Nelson, Arkansas Democrat-Gazette
Embassy Suites by Hilton Jonesboro Red Wolf Convention Center
Room block open for reservations
Scan QR code or visit bit.ly/4bkcHy1
SHARING THE NEWS SHINING THE LIGHT
Newspaper/Company or Individual Name
Address
City State Zip
TICKET OPTIONS:
Full Convention, $225: Includes convention swag; Thursday evening reception; Friday sessions, breaks, luncheon, Honorees’ Reception and dinner; and Saturday sessions, breaks and APA Better Newspaper Editorial Awards Luncheon
Friday & Saturday, $175: Includes Friday sessions, breaks, lunch, Honorees’ Reception and dinner; and Saturday sessions, breaks and APA Better Newspaper Editorial Awards Luncheon
Saturday Only, $30: APA Better Newspaper Editorial Awards Luncheon
ATTENDEE NAME:
SHARING THE NEWS SHINING THE LIGHT
2024 Arkansas Press Association Trade Show Booth Reservation
Friday, June 28 | Embassy Suites by Hilton Jonesboro Red Wolf Convention Center | Registration Deadline: Friday, June 21
Company:
Phone: Fax:
Mailing Address:
City/State/Zip:
Authorized By:
E-mail Address:
Booth location request* (see diagram, page 2):
Title:
1st choice # 2nd choice # 3rd choice # No preference
*No guarantees - first come, first serve basis.
Names and titles of those who will work at your booth (for name badges, please print):
Booth ID sign needed: Yes* No
*Exact lettering for sign (please print): ___________________________________________________
Brief description of what you will have in your booth (for promotional purposes).
Door Prizes: Yes* No *List if known
Giveaways: Yes* No *List if known
Complete registration form and return to Ashley Kemp Wimberley. Email: ashley@arkansaspress.org. Mail: Arkansas Press Association, 411 S. Victory, Little Rock, AR, 72201
$400 booth fee includes:
• 10’ x 6’ booth
• Draped 6-ft. table, 2 chairs
• Waste basket
• Name badges
• One free convention registration (includes access to free convention sessions –please register for paid events separately)
• Electricity & Internet access
Trade Show schedule: Friday, June 28 8:30 am Trade Show opens 5 pm Trade Show tear down/close Embassy Suites by Hilton Jonesboro Red Wolf Convention Center
223 Red Wolf Boulevard, Jonesboro, AR 72405
For room reservations, call 870-619-4482
APA’s Special Rate
Mention APA to receive a special rate: $120 single/double
Hotel Reservation Deadline: June 8, 2024
Friday, June 28 | Embassy Suites by Hilton Jonesboro Red Wolf Convention Center
DEADLINE: FRIDAY, JUNE 21, 2024
REGISTRATION
Booth fee includes:
With limited space this year, booths will sell quickly and may all be sold out before the deadline. 1 12 2 11 3 10 4 9 5 8 6 7
• Draped 6-ft. table, 2 chairs
• Name badges
• One free convention registration (includes access to free convention sessions
please register for paid events separately)
• Electricity & Internet access
• Waste basket
Complete registration form and return to Ashley Kemp Wimberley
Email: ashley@arkansaspress.org
Mail: Arkansas Press Association 411 S. Victory, Little Rock, AR, 72201
See trade show registration form for hotel pricing, booking information & reservation deadline.