Arkansas Publisher Weekly: June 15, 2023

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Nine reasons to attend the 2023 APA Convention this summer Guest Column: Ad Libs: What makes an ad campaign?

By John Foust

Arkansas Press Association

Publisher Weekly Vol.18 | No. 24 | Thursday, June 15, 2023 | Serving Press and State Since 1873

Wylie reminisces about a full life with 52 years at newspaper “And back in the day, that was our vacation,” he noted. “In fact, it was basically the only vacation we ever got. We developed a lot of great friendships over the years.

Community journalism has changed dramatically over the years, with a notable decrease in the number of family-owned newspapers being one clear example.

Of course, Arkansas is no exception in that trend. In the not-too-distant past, many towns across the state were associated with a particular family well known for publishing the local newspaper.

“You couldn’t pay to have that much fun,” Wylie said of all the APA conventions and trips he and Margaret enjoyed over the years.

He was active in the APA for many years and served as president in 1996.

Those families traditionally would meet each year at Arkansas Press Association conventions to compare notes, pick up new ideas and enjoy the camaraderie associated with shared experiences and lifestyles.

Ron Wylie of Clarksville was right in the middle of that type of community journalism during his long newspaper career. He appropriately will be recognized with a Golden 50 Award at this summer’s APA convention.

It was indeed a total family affair for Wylie and his wife Margaret as they joined her sister and brother-in-law, Bob and Christine Fisher, in together publishing the weekly newspaper in Clarksville for more than three decades.

Arkansas Publisher Weekly

Ron Wylie at past APA convention

Wylie, who retired three months ago, has pleasant memories of those workand-fun gatherings of fellow community journalists over the years.

His newspaper friends enjoyed attending workshops conducted by industry leaders, while also sharing new ideas and special approaches to solving common problems.

“Everybody had knowledge and a story to tell, and we learned from each other,” he said.

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Wylie got his introduction to the industry in 1971 when Bob asked Margaret and him to join in the publishing of the Johnson County Graphic. Bob and Christine had just purchased the newspaper after previously having published the Yell County Record in Danville.

“He told us to ‘come take a look and see what you think,’” Wylie recalls. “He added, ‘if we go broke, you’ll go broke and, if we make money, you’ll make money,’” Wylie had experience in electronics and technical work, which proved helpful as the newspaper was being converted from the linotype process to cold type.

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June 15, 2023

Nine reasons to attend the APA Convention this summer The 2023 APA Convention will be held in Little Rock on July 20-22. Previous convention attendees know that a good time is in store for them. Never attended before? Here are some excellent reasons why this year’s convention should be your first!

1. To learn something new. The APA Convention will offer a variety of breakout session topics. Planned topics for this year include Digital and Paywall Strategies, Improving Healthcare in Arkansas Through Media & Medicine, Photojournalism via Smartphone, Maximizing Operational Efficiencies, Breaking Stories Using FOIA and more.

2. To step out of the bubble. It’s so easy to get comfortable just covering your community…the same people, the same schedules, the same beats.

Conventions provide you and your staff ways to get out of a rut and shake things up a bit.

3. For the opportunity to travel. What’s better than learning new best practices?

Doing it in a new place, of course! Full of natural beauty, interesting history,

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landmarks, museums, shopping and more, Arkansas’s capital city is well worth a visit.

4. To socialize. Don’t think for a moment that the convention will be all work and no play. With luncheons, dinners, receptions and social hours all on the schedule, there will be plenty of social opportunities for making new friends as well as catching up with old friends.

5. To connect with other journalists.

Conventions bring people together to exchange ideas, share the struggles and keep the passion for journalism alive.

We can only imagine what great ideas will come alive in your newspapers after meeting other reporters, publishers and editors.

6. To get inspired. Janet Harris, Executive Director/CEO of the Winthrop Rockefeller Institute, will be the keynote speaker on Friday. In addition, a wide variety of vendors will be participating in the trade show that day…visit the trade show booths and vendors to learn about new technologies in the industry and also what Arkansas stories are waiting to be told

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7. To bond as a staff. There’s nothing that will bring a staff together more than a good road trip and hotel stay together.

If you’re bringing a convention veteran, have them partner up with a newer staffer so they can learn more about one another and share their travel and convention excitement!

8. To celebrate! Friday night’s Honors Banquet will see the installation of Eliza Hussman Gaines as APA President, and the presentation of the Journalism Educator of the Year and the Golden 50 Service Awards. On Saturday at the awards luncheon, the first-ever winner of the Ernie Deane-Brenda Blagg Award for excellence in column writing and the winners of the Better Newspaper Editorial Contest will be announced.

9. To remember you are not alone. Arkansas is full of dedicated journalists telling the stories of their communities. We are sure you will leave the convention with a newfound love for community journalism and full of inspiration and ideas.

June 15, 2023

2023 APA Convention Registration Form Deadline to register is July 17th

Newspaper/Company or Individual Name ____________________________________________________ Address _________________________________________________________________________________ City ___________________________________________________ State_________Zip_________________

Ticket Options: Full Convention, $225:

Includes Thursday evening reception and dinner, Friday sessions, breaks, lunch, Honorees’ reception and dinner and Saturday sessions, breaks, and APA Better Newspaper Editorial Awards Luncheon

Friday Only, $150:

Includes Friday sessions, breaks, lunch, Honorees’ reception and dinner

Saturday Only, $50:

Includes Saturday sessions, breaks and APA Better Newspaper Editorial Awards Luncheon

Attendee Name: 1) __________________________________________________ Email Address:_____________________________ Choose:

Full Convention

Friday Only

Saturday Only

2) __________________________________________________ Email Address:___________________________________ Choose:

Full Convention

Friday Only

Saturday Only

3) __________________________________________________ Email Address:___________________________________ Choose:

Full Convention

Friday Only

Saturday Only

4) __________________________________________________ Email Address:___________________________________ Choose:

Full Convention

Friday Only

Saturday Only

Additional names can be added on back or in email reply.

Full Convention _________ @ $225 = ____________ Friday _________

@$150 = ____________

Saturday _________

@$50 = ____________ Total $ = ____________

Payment:

Check enclosed

Bill Us

Credit Card

Credit card information # _______________________________________________ Exp______________________ VC:__________ Return to Terri@arkansaspress.org or mail to APA, 411 S Victory, Little Rock, AR 72201 • (501) 374-1500 Arkansas Publisher Weekly

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June 15, 2023

1873 - 2023

Arkansas Press Association Convention DoubleTree Hotel | July 20 – 22, 2023 THURSDAY, JULY 20 Noon 5 pm 7 pm – 10 pm

Arkansas Press Association Board of Directors Luncheon & Meeting Cocktail Hour & Hors D’ouvres at the Arkansas Press Association Headquarters Dinner at Cotham’s in the City & Live Music with Seth Van Dover

FRIDAY, JULY 21 8:30 am

Continental Breakfast Trade Show & Arkansas Newspaper Foundation Silent Auction Open Session: Digital & Paywall Strategies Presenter: Bridget Sibthorp-Moecker, BLOX Digital Break in the Trade Show Session: Improving Healthcare in Arkansas Through Media & Medicine Presenters: Preston Tolliver & Katie Leath Break in the Trade Show Luncheon Keynote Speaker: Janet Harris, Executive Director/CEO of the Winthrop Rockefeller Institute Session: Photojournalism via Smartphone Presenter: Mark Humphrey, Associated Press Panel Discussion: Maximizing Operational Efficiencies Moderated by: Lori Freeze Break in the Trade Show Trade Show Closes Honorees’ Reception Arkansas Press Association Honors Banquet • Past Presidents’ Gavel Passing • Installation of Eliza Hussman Gaines as President • Presentation of Journalism Educator of the Year Award • Presentation of Golden 50 Service Awards

9:30 am 10:30 am 10:45 am 11:45 am Noon 2 pm 3:30 pm 4:30 pm 5 pm 6 pm 7 pm

SATURDAY, JULY 22 8 am

Registration Opens APA Past Presidents’ Breakfast (Invitation Only) APA Member Business Meeting & Breakfast Panel Discussion: Breaking Stories Using FOIA Moderated by: Sonny Albarado Break Panel Discussion: Investigative Reporting Moderated by: Sonny Albarado Arkansas Press Association Better Newspaper Editorial Awards Luncheon

8:30 am 9 am 10:15 am 10:30 am Noon

DoubleTree by Hilton Hotel Little Rock

Room block open for reservations Scan QR code or visit bit.ly/3HRnzqI Arkansas Publisher Weekly

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June 15, 2023

Wylie reminisces about a full life with 52 years at newspaper Continued from Page 1

“We all got along really well over the years working together,” Wylie said. “We all had our strengths and abilities, and we just did it all.”

The local Herald-Democrat was purchased in 1974 and merged with The Graphic. The resulting publication became one of the largest weekly newspapers in Arkansas.

Wylie said circulation reached as high as 8,900 and 24 pages or more were published each week.

The Graphic sold newspapers in racks and over the counter throughout a wide area – and continues to do so. Wylie said there currently are more than 50 sales locations.

The newspaper traditionally has covered all or parts of five counties in the Clarksville area – Johnson, Pope, Logan, Franklin and Newton.

The Wylies continued publishing the newspaper after the death of Bob in 2003 and Christine in 2014 – currently being involved in Clarksville newspapering for 52 years.

A solid positive is that Week 5 and beyond involve enjoying the peace and contentment of managing his 80-acre hay farm located within the city limits of Clarksville.

The family tradition lives on as the Wylies’ daughter-in-law, Megan, now is serving as the managing editor at The Graphic.

Wylie is, of course, concerned about the significant reduction in recent years of both advertising and circulation in newspapers like The Graphic.

“But I think there will always be a place for newspapers,” he said. “It will be up to each newspaper to figure out ways to bring back readership. I know it’s frustrating right now, but there are still people out there who like newspapers.

Wylie at the Mulberry River

Margaret and Ron Wylie

“Businesses in our area wanted to advertise with us because they knew we had outstanding coverage,” Wylie said.

“They were actually just pleased to be in the newspaper.”

As is the case with most community newspaper people, Wylie wore a range of hats. He focused on advertising, but also enjoyed spot news and photography.

He and Bob both served on numerous boards in the community and made a practice of covering each other’s meetings to avoid a conflict of interest.

Margaret also was involved in all aspects of the operation, with perhaps special attention paid to advertising. She additionally had a talent he sometimes lacked – “if someone came in mad, she could make them happy. In my case, I sometimes made them madder. She was my bailout.”

Arkansas Publisher Weekly

Wylie thinks she has the qualities needed to be successful. “She is a very outgoing person who likes to meet people and she has a very creative mind,” he said.

He also is proud that his three grandchildren – Maya, Maebree and Nate – have worked at the newspaper while growing up. The Wylies’ son, Matt, is president of First Security Bank in Clarksville.

Wylie has mentored his daughter-in-law while also slowing down some in recent months. When he fully retired, Wylie joked that it was a four-week process: Week One – “I miss it.”

Week Two – “I still miss it.”

Week Three – “What am I missing?”

Week Four – “What in the world am I thinking?”

“I will definitely say it’s a fun business to be in. It’s a constant learning process.

There’s always something new.”

He also has some advice for those trying to make it work – “The first thing is to be persistent. If you just take ‘no’ for an answer, then you are in the wrong business. If you want something, you have to work for it.”

Wylie believes the inherent accountability of newspapers makes them a stronger and more reliable form of media. “I want to see who wrote the story and I want to be able to trust the people who did.”

In that regard, he believes in strict objectivity in reporting. “We are printing facts. We print black and white,” he said.

“We don’t want gray areas.

“Our job is to tell the story, your job as a reader is to decipher the facts and make a decision about the issue,” he said.

Wylie is critical of the trend for citizens to rely on the

Continued on Page 6

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June 15, 2023

Kennedy out on medical leave Wylie reminisces about a full life with 52 years at newspaper Rick Kennedy, managing editor of the Helena World and Monroe County Argus, is on medical leave after suffering a heart attack week before last. Kennedy is currently hospitalized in Memphis.

Continued from Page 5

internet and social media for their information. “’I saw it on the internet,’ is what you hear now,” he said. “My questions are, is it true and can you prove it?”

Wylie grew up in Little Rock and graduated from Central High School in 1962. His was the first class to completely go through the school following desegregation.

A 39-year industry veteran, Kennedy has worked at daily and weekly newspapers across Arkansas, Idaho, Rick Kennedy Louisiana, Mississippi and Texas, and has won numerous reporting and photography awards, including Louisiana Press Association’s first-place award for Best News Story in 1997 while at the Bastrop Enterprise and a GateHouse Media “Best Work” award in July 2018 for a feature story about the Miss Arkansas pageant.

He then studied chemistry and biology at Little Rock University before “getting a letter” from Uncle Sam shortly after graduation.

Wylie and a friend, George Barker, received those draft notices the same week and decided to join the Air Force together. Wylie was stationed in North Dakota while his friend was shipped to Korea.

Wylie served almost four years in the Air Force, the final two as an instructor for intercontinental ballistic missile (ICBM) systems while in North Dakota. That experience later led to a position as biomedical instrumentation technician Continued on Page 7

Kennedy’s weekly column is suspended while he recovers, along with the sports podcast he produces with veteran Razorback reporter Otis Kirk.

World and Argus publisher and co-owner Andrew Bagley has requested prayers for Kennedy. “Rick is my friend and colleague.

I urge everyone to keep him in your prayers so he can resume his award-winning coverage of city government and his awardwinning graphic design work that has helped make ours among the best weekly newspapers in Arkansas.”

Co-owner Chuck Davis said, “We are rooting for him to get home and get back to what he does best soon.”

Wylie with other editorial winners at a past APA convention

Wylie presenting at convention while president in 1996

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June 15, 2023

Former Publisher of South Arkansas Accent dies at 76

Wylie reminisces about a full life with 52 years at newspaper Continued from Page 6

Alan Eugene Goolsby, former publisher and co-owner of the South Arkansas Accent in Hampton, died May 24, 2023 after 11 days in hospice care. He was 76.

at St. Vincent Infirmary in Little Rock. “If there was anything involving electronics, I was the guy who made it work,” he said.

Wylie and his friend Barker resumed their friendship when both returned to the Little Rock area. Barker and his girlfriend asked Wylie to go on a blind date with them and a friend. Wylie said his date turned out to be Margaret — “and that red-headed girl and I have been together from that day on.”

A 1964 graduate of Sheridan High School, Goolsby bought the South Arkansas Accent, formerly known as the Calhoun Herald and precursor of today’s South Arkansas Sun, from a bankruptcy court in July 1973 after Alan Eugene Goolsby spending the three weeks prior with the editor and owner of the Sheridan Headlight learning the trade, machines and equipment. He then moved his wife and two young children to Hampton to become the new publisher and editor. Goolsby was successful at the paper and added a print shop, learning yet an additional trade.

Wylie and Barker kept in touch through phone calls and letters until the latter passed away several years ago.

One of Wylie’s passions in Clarksville was the volunteer fire department. He served for 27 years, the final 12-plus as Fire Chief.

He was instrumental in moving the department into the state retirement system, which has benefitted volunteers greatly over the years.

Wylie also served as co-chairman of the board of ForresterDavis Development Center in Clarksville. The center provides

Goolsby was a jack-of-all-trades. In addition to the newspaper, he also worked at Lockheed-Martin for 25 years, worked at K-Mart as an Assistant Manager and at Goolsby & Son Contractor as a carpenter, served as Assistant Curator at the Grant County Museum, was a Volunteer Fireman for 27 years and was Jaycee of the Year in 1977.

Continued on Page 8

He was preceded in death by his mother and father, Macon and Opal Witherington Goolsby, his brother Gary Goolsby and sister Gloria Purifoy. He is survived by his wife of 56 years, Janette Dortch Goolsby of Hampton, daughter Amy (Butch) Works of Camden, sons Shaw Goolsby of Charleston, South Carolina and Drake (Melanie) Goolsby of Plano, Texas, five grandchildren and two great-grandchildren.

The Celebration of Life services were May 29.

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Ron and Margaret Wylie waiting to tee off at APA golf tournament

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June 15, 2023

Wylie reminisces about a full life with 52 years at newspaper Continued from Page 7

educational/rehabilitative services that enable developmentally disabled children and adults to pursue independence and a better quality of life.

actively involved in its operation.

It’s been an exciting and fulfilling career of 52 years for Ron Wylie, and he will be fittingly honored with his Golden 50 Award at the APA Convention at the Honors Banquet on July 21 in Little Rock.

He coached Little League baseball in both Little Rock and Clarksville and has been a member of the Kiwanis Club. He and Margaret enjoyed playing golf together over the years.

Wylie also is the owner of Group W Insurance in Clarksville. He purchased the business as an investment and never has been

Anyone who has known Ron well over the years is aware he likes to joke around. Asked if there is anything else he wanted to add to this interview – “all I can think of is Merry Christmas,” he laughed.

Cooling off in the pro shop at APA tournament

Gearing up for an APA golf tournament

Wylie speaking at APA banquet

Wylie attending a luncheon with former Arkansas Governor Mike Huckabee

Margaret and Ron with President Bill Clinton

The Wylies with late APA Executive Director Dennis Schick

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June 15, 2023

Guest Column: Ad Libs: What makes an ad campaign?

By John Foust

Amanda told me about taking over the advertising account of a business which had been placing ads in her paper for a long time. “In our first meeting, the owner said he had been running what he called a ‘campaign’ for over a year. I pulled a few recent issues out of my briefcase and placed them on his desk.

“As we looked at his ad in each issue, I asked a few simple questions – how they were working, how he got the idea to run the same thing without any changes, and so on. He admitted that he initially thought running the same ad all the time would create name recognition. But eventually, he got so busy that advertising fell off his radar, even though the ads didn’t work as well as before.

“I told him that continually running the same ad is not really a campaign,” she explained. “Then we talked about the fact that a real campaign features a series of ads which connect to form a consistent image and consistent offers. A genuine campaign stays fresh, because something new is always happening.”

Does this sound familiar? Are there advertisers in your market who are stuck on the same ad, week after week after

Arkansas Publisher Weekly

week? As you work with them, keep in mind that campaigns share some common traits. Here are a few: 1. Schedule. Start by looking at a calendar. What should your client advertise in each month of the year?

You don’t have to create the ads a year in advance, just think about the focus of each month. Make sure your planning includes ad sizes, budget distribution, and suggested ad content.

Let the calendar be your guide. Certain products and services are marketed in cold months, and others are marketed in warm months. Then there are holiday sales, inventory clearances and anniversary sales.

2. Consistency. Imagine a Coca-Cola campaign with their famous red logo in one ad, a green logo in the next ad, and a purple logo in the next. Or an advertiser with bold, sans serif headlines in some ads and light, serif headlines in other ads. It would be difficult for readers to associate both styles with the same advertiser.

The same goes for illustrative elements (photos and drawings), copy styles, and ad sizes.

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3. Variety. This is what keeps a campaign fresh. While a campaign should have the sameness of consistency, there should be a healthy helping of variety. Consider a neighborhood hardware store. This week’s promotion can feature offers on yard tools and next week’s ad can highlight offers on grass seed and fertilizer. Or this week’s testimonial ad can feature customer A, and next week’s can feature customer B. When Amanda described the ins and outs of campaigns to her advertiser, he agreed to try an authentic campaign. “As things progressed, his response rates improved,” she said. “Along the way, he became more involved in his advertising. That was good news for everybody – his business, his customers and our paper.” (c) Copyright 2023 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

June 15, 2023