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The Official Publication of the Quebec Community Newspapers Association

March 2011

QCNA’s Awards Gala 31st Annual General Meeting &

Education Sessions

happening at the

Chateau Vaudreuil Hotel & Suites

21,700 TransCanada Highway, Vaudreuil-Dorion, QC J7V 8P3

FRIDAY, MAY 27, 2011

Your invitation is on its way soon via email More Conference Info on Page 8 ... Shortlist on Page 10 What’s Inside The Duncan Report ................................................... Page 2 QCNA Happenings .................................................... Page 3 QCNA Editorial Day A Success ............................... Page 4 Industry Highlights .................................................... Page 5 Advertising ................................................................ Page 6 The Record - 114 years and counting ........................ Page 7

QCNA Awards Gala & Conference Info ............................................... Page 8 Kevin Slimp: Acrobat X still king of PDF tools.................................... Page 9 QCNA’s Better Newspaper Competition Shortlist ................................ Page 10 ISWNE Membership Form ................................................................... Page 11 John Foust ‘Six Quick Fixes For Headlines’ ......................................... Page 12

QCNA Connector

March 2011


The Duncan Report

by Greg Duncan Executive Director


t’s been a very busy year for us at the association with a number of important projects on the go in addition to our usual efforts of representing you where and when it matters. I’ll start by updating you about our Let’s Talk Media survey. Having been delayed in the field for reasons beyond our immediate control, Leger, the firm contracted to survey the public about official language media consumption habits in your newspaper distribution areas has virtually completed interviewing respondents across Quebec and in the rest of Canada. You may remember that this national media research effort has been a partnership under the Alliance of Minority Media (official language), which is comprised of the Quebec Community Newspapers Association, APF (Association de la presse francophone) and Arc (Alliance des radios communautaires du Canada). The study has been largely made possible via substantial financial support coming from the department of Canadian Heritage and key media partners such as the CBC. Your association has thus far invested greatly in an effort to equip you with readership data that will help you better market your newspapers and to allow us as an organization to provide agencies and policy makers with information that can stand up against that provided by all other media. Here is the anticipated timeline for delivery of the results of the survey: We have a target end date for all interviews of April 6. Most markets are near completion, but I have no preview of results to share, as they have not been tabulated. Data collection: In total we will have completed 9,400 interviews for all of the official language markets in Canada of which 7,800 were conducted by telephone. The balance was collected online at and the questions were asked within the newspapers’ defined distribution areas. We will reach our target of 2,100 completed for Quebec with each publisher getting an individual report.

Dates: Target dates for a preview of initial draft individual reports to members are from April 20 to May 13. Tao Marketing will give full comprehensive reports to regional associations on May 27 at our annual general meeting and I should be receiving a personalized preview of the provincial report for Quebec near the 15th of April. AGM and Awards Speaking of the upcoming annual general meeting at the Chateau Vaudreuil Hotel on Friday, May 27, we are excited to bring you a number of very informative and beneficial sessions during the day - prior to our awards ceremony in the evening. Look further on in this newsletter for a preview of educational details. QCNA has another important project under way that is focused on the ability of our newspapers to accept and deliver digital advertising and to ready and assist members to be able to fully understand what is necessary to continue to compete in a digital world. We have engaged Tao Marketing to oversee the project and members will be given a report and preview of this effort on May 27 as well. A full analysis of the strengths and weaknesses of member websites is currently under way as well as the identification of what is and may be needed to allow QCNA to market and coordinate advertising for your sites. While not frequent, some of you will have noticed that we have begun to clear digital ads to you already. Additionally on May 27, members will be given a report on the efforts by the board of directors regarding the setting of our strategic direction for the foreseeable future. Sessions to outline a future path for the association and to adjust membership criteria and categories have resulted in a number of changes that members will be asked to consider for adoption. These changes will be highlighted and discussed prior to voting at the AGM with notice of potential bylaw changes being sent to members prior to the meeting as per

bylaws. Hugh Maynard of Qu’Anglo Communications, who has been the strategy consultant on this process, will lead this part of the meeting. There will also be an election for seats on the board of directors this year as the outlined two-year period is coming to term. A notice from the nomination committee to this regard will be coming to you shortly. We are pleased to report that our editorial day this past January was an unqualified success according to feedback. The editorial services committee and staff worked hard to bring members education that we believe sets the stage for further face-to-face educational events of this kind. Read on further in the Connector for more information on the day (Page 4). In recent weeks and months we have provided members with communication on important items such as the Payette report on the future of journalism in Quebec and the recent report of the standing committee on official languages. A number of our members have been very active in response to these items and have published their reaction and news stories on these reports. As always, I remain open to providing you with appropriate feedback and comment whenever you are writing about these issues. QCNA has been at every industry, government or community meeting that matters on your behalf this year and we anticipate that there will be many more to come in the near future. We do go out to battle (and it is a battle) for our newspapers on a constant basis, and we do our best to keep you informed all along the way. I’ll take this opportunity to thank our board of directors and the QCNA staff as we end our fiscal year for their substantial efforts. Under our QCNA umbrella we are a small group of newspapers that manages to do a similar volume of work collectively just as well as other much larger associations. Look to our links of interest section for copies of the various reports that I have mentioned earlier. See you on May 27!

QCNA Connector

March 2011


QCNA happenings QCNA’s BNC Awards Contest Update

As members participating in this year’s awards competiton adjusted from entering hard copy tearsheets to uploading and entering pdfs online, QCNA staffers were available to lend a hand with any questions or problems encountered by members. Feedback from members seemed to indicate that they like the new online process for entering their 2010 entries, and while a couple of judges missed the hardcopies, most loved the new and efficient online system. In all, QCNA received more than 500 entries in 32 categories from 22 member newspapers. The shortlist of the three finalists in each category is available on page 10 and at QCNA’s website.

making sure the news is available to Townshippers. Read Publisher Sharon McCully’s moving article ‘114 years Strong and Counting’ on Page 7.

The Bulletin d’Aylmer and West Quebec Post Staff Changes

Sales team: Their long time sales manager is

Photo credit: Lily Ryan

Aylmer Bulletin’s production manager, Charles Viau, is lost in reams of newspapers, trying to locate his entries for QCNA’s awards competition. Although the competition has gone digital for the 2010 entries, for some it was still necessary to go through edition after edition to track down that !winning! entry. its name and continue publishing in the same region. Last year, Sun Media launched eight new regional publications in Québec. Following this transaction, Quebecor Media now owns 71 community newspapers in the province.

Main Street Celebrating Its 10th Anniversary

Le Magazine Nuns’ Island Has New News Director

The Gleaner Bought by Quebecor – Sun Media

The Record Celebrates 114 Years Strong & Counting

Congratulations go out to Main Street and publisher, Jack Burger, who with his new partner Steve Brecher, is celebrating the 10th anniversary of publishing Main Street. This monthly comes out the second Friday of each month along with a bi-weekly online version that is celebrating its second anniversary. Main Street serves the Laurentian region and is looking forward to continued growth and expansion.

The Gleaner (Huntingdon) has been bought out by Sun Media, a subsidiary of Quebecor. Along with The Gleaner, Quebecor has purchased 14 community newspapers previously owned by Les Hebdos Montérégiens. Each of the weekly papers will retain

Toula Foscolos was recently appointed News Director of Le Magazine Nuns’ Island. Toula had been with Le Magazine Nuns’ Island four years earlier and had then moved on to other exciting challenges as editor and later on as Bureau Chief with Transcontinental’s sister papers on the island of Montreal. Toula writes a popular weekly column, ‘Toula’s Take.’

This year, The Record is celebrating 114 years of daily community newspapering, serving the news to the citizens of Sherbrooke and surrounding Townships areas. This paper has persevered through fire, floods, snowstorms, illness, computer crashes, staff shortages and much more,

leaving to follow her husband to his next military posting and has been replaced by Izabelle Pratte, who comes with great managerial experience. Jerome Pelletier joined the sales team at the same time, bringing considerable sales experience with him. Production team: New full-time adbuilder and layout designer, Tania Baker, is also web-savy and will manage the Bulletin’s website. She shares layout duties with the production manager, Charles Viau. Also in production, Stephane Pham has joined the team as a part-time ad-builder. Editorial: David-Lawrence Dumesnil is replacing their French-language reporter (who was offered a corporate communications position). Completely bilingual, David writes for both papers. Management: Sophie Ryan has joined the team as sales-and-production coordinator and as assistant-manager trainee. She returns to West Quebec after a decade in Vancouver where she managed several restaurants. She is also studying, part-time, Project Management at the college level. Publisher Fred Ryan notes that this large turn-over in staff, while creating some problems, has given the newspapers a renewed sense of enthusiasm. The new staffers are younger than their average employees, which also adds to the team’s dynamism.

Mark Your Calendars

QCNA will be holding its annual general meeting, the always popular awards gala, and education sessions on Friday, May 27, 2011, at the Chateau Vaudreuil Hotel. See Page 8 for more details and watch your email inbox for your invitation coming soon.

QCNA Connector


March 2011


QCNA Editorial Day A Success

ots of great ideas were exchanged, new friends made,

and useful tips learned at QCNA’s recent editorial day session that took place at the Holiday Inn Pointe Claire on January 21, 2011. Participants left the day’s sessions with new ideas and approaches to take back to their newspapers. Alex Roslin headed up the morning’s ‘Investigative Reporting’ session. Alex, an award winning investigative reporter, freelance writer, researcher, consultant and associate producer of TV documentaries, gave those in attendance some very clever pointers for better investigative reporting, focusing on when and how to use ‘access to information,’ and how to get info from sources. The session ended with an opportunity for Q&As. Alex is seen in the photo below (centre)

with Steve Bonspiel (left), publisher of The Eastern Door and chairperson of QCNA’s editorial services committee and Marti Lahtinen, editor of The Low Down to Hull & Back News (right). Tim Waltner, publisher of The Freeman Courier (South Dakota) and past president of ISWNE, led an afternoon editorial critique session that was divided into four groups for critiquing. Paul MacNeill, CCNA President and ISWNE board member, headed up one of the four critique groups. Tim lead another group along Steve Bonspiel, QCNA Editorial Services Committee Chairperson and Board member, and Greg Duncan, QCNA Executive Director.

Seen in the photo are those who participated in the editorial critique session, including the four group leaders.

SOME FEEDBACK FROM ATTENDEES Tim Waltner, Publisher of The Freeman Courier (South Dakota) & past president of ISWNE “One of the biggest take-aways from the QCNA experience is that the excellent support and effort from you folks was the key. You’ve set the bar for how to organize and facilitate the logistics to make the exercise work. Thanks! Thanks again to all of you for a good experience - professionally and personally.” Tim Alex Roslin, Investigative Reporter, Researcher, Consultant, Associate Producer – TV Documentaries “Thanks again for the opportunity to see you guys again and speak with the members. I had a fun time and learned from the dialogue. Take care!” Alex Toula Foscolos, Bureau Chief, Cités Nouvelles, The Chronicle, The  Monitor “I just wanted  to take a few minutes to

thank everyone for organizing such a wonderful event. Like many of us, I usually have more work than I can handle on any given week, so taking an entire day out of my schedule for a workshop wasn’t an easy thing to do. I left feeling invigorated, motivated, and more in love with what I do than ever before. Thanks so much to everyone for a highly educational and entertaining day!” Regards, Toula Sarah Leavitt, Journalist, The West Island Chronicle “It was a really great workshop to take part in, I’ve come away with a lot of new thoughts and ideas. Thanks so much, hope to go to other workshops!” Sarah Carmen M. Fabio, Journalism Student, Concordia University “I wanted to extend a big thank-you.

I brought home a ton of community newspapers! I really enjoyed it and met some great people.” Carmen

Photos taken by Carolyn Kitzanuk

QCNA Connector

March 2011


Industry Highlights Announcing: Newspapers Canada On January 5, 2011, it was announced that the Canadian Newspaper

Association and the Canadian Community Newspapers Association were proud to present one new name, logo and site that would be used to represent the industry. While both associations remain, the single name (Newspapers Canada, Journaux Canadiens for French Canada) provides one source for their combined offerings. The name, logo and tagline are designed to build off their roots while demonstrating their strength and growth in delivering news across multiple platforms. You are invited to visit the improved, combined site at www. Also please note that their email addresses have changed to: first initial followed by last name @ (i.e. RecycleMédias Update It was recently announced that Marc Ouellette, Senior Vice President of Trancontinental Media GP, is President of RecycleMédias. A recycling meeting is scheduled to take place on March 31 in Montreal. CNA/CCNA’s Conference Ink & Beyond 2011 – April 29-30, 2011

Chart a course for the 2011 INK+BEYOND conference and trade show to take place at the River Rock

Casino and Resort in Richmond, BC. Join fellow industry insiders at this beautiful waterfront venue on April 29-30 and enjoy an impressive lineup of renowned speakers, training events, networking opportunities, awards galas and much more. For more info go to: INK & BEYOND 2011 Newspapers Canada’s Results of Newsroom Survey Tracking social media trends in Canadian newsrooms Newspapers Canada has released its first Newsrooms Online Survey of Canadian daily and community newspapers. The results offer a snapshot of the current trends in the use of social media and some of the management and ethical practices regarding online reader responses. This is one of a series of benchmarking surveys Newspapers Canada will be conducting during the coming months. >> Click here to view the survey results http://www.newspaperscanada. ca/system/files/Newsrooms%20 OnlineJan2011%20final.pdf The Gazette Wins INMA Award On March 7, 2011, finalists were announced for the INMA Awards 2011 competition, the global news industry’s premier showcase of marketing excellence. In total, 90 marketing campaigns from 71 newspapers in 20 countries were selected as finalists. The (Montreal) Gazette was a finalist in the ‘Brand Awareness Across Platforms’ award in the 75,000 – 300,000 circulation category.

From these finalists, 30 first place award recipients across three circulation groups in 10 categories will be publicly announced on Tuesday evening, May 17, at the 81st Annual INMA World Congress at the Sheraton Hotel and Towers in New York. Here’s a link to all the finalists: cfm/90-finalists-announced-in-inmaawards-2011-competition-rewardingexcellence-in-news-marketing Newspapers Canada Webinar ‘Journalists and the Law’ Happening April 7 Newspapers Canada is offering a webinar ‘JOURNALISTS AND THE LAW’ happening Thursday, April 7 – noon to 1 p.m. EST.
Hear an update from media lawyers on the legal and ethical questions facing newsrooms in Canada. The session will be tailored depending on the most recent court decisions. Speakers: Brian MacLeod Rogers and Blair Mackenzie $25 CNA/CCNA members and affiliates. To register click >> https:// php?m=product_detail&p=21 Huffington Post Sold To AOL for $315 million Online company AOL is buying online news hub Huffington Post in a US$315 million deal that represents a bold bet on the future of online news. Founded in 2005, Huffington Post is owned by Arianna Huffington, Kenneth Lerer and a group of other investors. The site attracts 25 million monthly visitors. If it wins expected regulatory approval without any hitches, the deal will likely close in late March or early April. Source:

QCNA Connector

March 2011


Advertising Government of Canada Advertising

Advertising Management

Advertising is an important way for the Government of Canada to communicate with Canadians about policies, programs, services and initiatives; public rights and responsibilities; and risks to public health, safety and the environment. This section explains the roles and responsibilities as well as the process for government advertising. • Roles and Responsibilities • The Process

Advertising Industry

This section includes and briefly describes the solicitation process for the Agency of Record for the Government of Canada and lists the suppliers on the standing offers and supply arrangements for advertising services. It also provides information on the eligibility and evaluation guidelines for media suppliers. • Agency of Record [2010-04-01]

• Standing Offers and Supply Arrangements for Advertising Services [2010-08-02] • Selecting Newspapers for Government of Canada Advertising

Commitment to Quality

• Advertising Annual Reports The annual reports document the range of measures that have been undertaken to facilitate government advertising, provide information on campaigns and disclose government expenditures in advertising each fiscal year.

• 2007 Report of the Auditor General of Canada [2007-02-13] Government Advertising and Public Opinion Research: The status report found that PWGSC has made satisfactory progress in ensuring that it awards contracts for advertising and public opinion research services in a fair and transparent manner, in accordance with Treasury Board Contracting Policy.

Source: index-eng.html

Membership Reminder! See Page 11 for Registration Form (Disregard Due Date)


early 50 editors and publishers from Quebec received a trial one-year membership to the International Society of Weekly Newspaper Editors (ISWNE) in 2010, according to ISWNE executive director Chad Stebbins. Stebbins said those who want to continue their ISWNE membership in 2011 must pay $50 in annual dues, which covers the printing and postage costs of the monthly newsletter and Grassroots

Editor, the quarterly journal. Membership also includes the opportunity to pose questions about editorial policy or journalism ethics to the ISWNE Hotline and receive immediate responses from fellow editors and publishers across Canada and the United States. It is not unusual for the Hotline to result in as many as 50 responses within 24 hours of the question being sent out. ISWNE has 265 members in seven

countries, including 40 in Canada and three in Quebec. Several members own their own papers, and all are committed to exuding strong leadership in their communities. ISWNE’s particular niche is helping to improve the editorial and editorial pages of the weekly press. For additional information about membership, please contact stebbins at or visit the ISWNE website at

QCNA Connector

March 2011


114 years and counting by Sharon McCully Publisher, The Record


Excerpted with permission from The Record, February 9, 2011

he Record was delivered as usual last Friday but there wasn’t anything usual about it at all for the people who made it happen. A piece on our antiquated press broke just as the pressmen prepared to rev it up. It was 10 p.m. before a mechanic could come to assess the damage, and midnight before the roar of the motor kicked in. The delivery trucks which normally leave the building at 11:45 were delayed and the tiny band of workers who stuff inserts into the paper and prepare The Record for delivery, along with the weary pressmen, finished their shift at 3 a.m. A few hours later, a team of carriers climbed snowbanks and waded down unplowed streets to ensure the papers were delivered before first light. A few subscribers called to complain their paper was wet or late. It was just another day on the job for the dedicated staff of The Record who have persevered through fire, floods, snowstorms, illness, computer crashes, staff shortages and much more to bring a 114-year-old paper to Townshippers. Why, you ask? I’ll repeat the answer: Because someone has to do it. As long as there is a community

newspaper out there, there is proof of daily life within the Englishspeaking community it mirrors through its schools, churches, businesses and community groups. Being part of a minority community means nothing can be taken for granted. Not the hospitals built and maintained by our ancestors, not the community school our parents and grandparents attended, not the church where we were baptized and married, and not

the villains. It knows the issues and concerns of readers and keeps them informed on decisions of elected bodies that can affect them. It is more than a purveyor of news and events. It is a link between the past and the future, between the French and English-speaking communities, and tangible evidence of the continued presence of an English-speaking population in the Eastern Townships. It is also a newspaper with one of the richest histories in the newspaper industry, claiming among its owners the most prominent names in the business. As well, The Record has been fertile training ground for journalists whose bylines grace major newspapers and magazines across Canada. Naysayers who predict the demise of this newspaper fail to consider the fierce loyalty of readers, advertisers and the determination of a tiny staff to continue this 114-year tradition. It is a paper with a proud heritage and a noble mission. True, those associated with The Record have learned to balance on the brink. This in turn has spawned creativity, ingenuity, and the reward that comes from providing what is truly an essential service.

“As long as there is a community newspaper out there, there is proof of daily life within the English-speaking community it mirrors through its schools, churches, businesses and community groups.” the paper that recorded the events. In January, 1999,when a major fire destroyed The Record’s Delorme Street building, its computers and presses, it could have marked the end of a centuryold institution and one that we tend to take for granted. After all, we can get all the news on TV or the Internet right? Wrong. This community newspaper cares about the community it covers and the people in it. It is here to celebrate the heroes and chastise

QCNA Connector

March 2011


QCNA Awards Gala & Conference Info


CNA’s 31st annual general meeting, education sessions and awards gala will take place on Friday, May 27, 2011, at the Chateau Vaudreuil Hotel & Suites, located on the Lake of Two Mountains in VaudreuilDorion, just off the Trans Canada Highway. This year’s event includes: (1) the 31st annual general meeting and elections; (2) updates on ‘Let’s Talk Media’ and the digital ad services projects with Ronald Martineau of TAO Design & Marketing; (3) updates on QCNA strategic planning and bylaws with Hugh Maynard of Qu’Anglo Communications; (4) breakouts and networking buffet lunch. (5) And don’t miss the afternoon session, “How To Make Money Online - Web Solutions for Community Newspapers,” headed up by Gary Sosniecki of Sosniecki is a former publisher who developed a popular and profitable website for his small weekly newspaper in Missouri, and he’ll offer tips for community newspapers that still aren’t online or that haven’t figured out how to make money online.

A block of rooms will be availathe

(6) The day will end with a cocktail reception, gala banquet, awards presentation, and bar with live music overlooking the lake.

Photo credit:Adam Franc

Photo credit: Adam Franc

Special guests and co-emcees for QCNA’s awards gala include co-anchors of CTV news,Tarah Schwartz and Paul Karwatsky.

then spurred Karwatsky to seek a second degree in Political Science. In 2004, Karwatsky entered CFCF for the first time as an intern. Karwatsky soon became a daily news reporter and has been a regular on CTV Montreal ever since. Karwatsky enjoys playing the guitar, traveling and sleeping.

Tarah Schwartz, a native of Montreal and graduate of Concordia University, has been anchoring CTV Montreal’s weekend newscast since 2003. Schwartz is an award-winning journalist having been awarded a gold medal by the Canadian Association of Broadcasters for her half hour feature on Little Burgundy, and she has received honorable mentions for two other reports. Schwartz holds the well-being of animals and children close to her heart. She is a proud sponsor of the World Wildlife Fund and has a foster daughter in northern India. Paul Karwatsky is currently the co-anchor for CTV Montreal’s extended weekend newscast with Tarah Schwartz. A native of Montreal, Karwatsky is a graduate of Concordia University. Throughout university, Karwatsky spent his time writing for Concordia’s The Link and The West Island Chronicle. An interest in politics

A block of rooms will be available at the Chateau Vaudreuil Hotel & Suites at a conference rate of $165 or $175 (lakeview with whirlpool bath) per single/double occupancy until April 26. All rooms are suites. Be sure to mention QCNA. Book your hotel reservation by calling toll-free 1-800-363-7896. There are plenty of leisure activities to partake in: indoor pool, spa, massage, tennis courts, beach, free guest canoe and bike access, and nearby shopping, restaurants and Ecomuseum. Your invitation is on its way soon via email. Looking forward to seeing you at the Chateau Vaudreuil Hotel & Suites!

QCNA Connector

March 2011


Slimp: Acrobat X still king of PDF tools New version reviewed by PDF guru Kevin Slimp

much quicker than previous versions. You Institute of don’t wait for much Newspaper Technology and, in our business, time is crucial. Print production and content tools are It’s been a while since I’ve reviewed a soft- now found in a panel ware product in this column. With the newest on the right edge of rendition of Adobe Acrobat, Acrobat X, on the the desktop. At first, Many of the tools found under “Advanced Editing” in earlier market, it seems a shame not to let you know I found this annoying. versions of Acrobat can now be found under the “Content” about this application that has taken such a Having used Acrobat section of the Tools panel in Acrobat X. hold on our industry. since the earliest rendiFor the past 15 years, I’ve been beta test- tion, I’d finally figured out where everything crucial application on hand. Full versions of Acing new versions of Acrobat. Some, like 9 Pro, was located. However, after using Acrobat X robat X list at $450. For more information, visit were giant steps beyond what we’d seen before. for a few weeks, I almost came to like the idea www. Others, like 8 Pro, were improvements on pre- of having most of my tools in one easy-to-find vious versions, but not huge leaps. location. Acrobat X seems to fit into that last cateIf you’re already using Acrobat 9 Pro, it gory. While the Acrobat interface has changed might be hard for me to convince you to move significantly, with many of the tools moved to a up to Acrobat X. Most of the functionality long panel on the right edge of the desktop, the that designers have come to know exists pretty I’m still amazed at the amount of press generfunctionality remains much like Acrobat 9 Pro. much as it was in Acrobat 9 Pro. Let me mention a couple of improvements However, if you have not moved up to ated by my statements concerning the future of in Acrobat X right off the bat. I really like Acrobat 9 Pro, I would suggest you make the our industry a few months ago. Several directors leap to Acrobat X. There are just of national, regional and state associations have too many capabilities in Acrobat contacted me to tell me about impact these stateX that you won’t find in versions ments have had on their members. When I arbefore 9 Pro. The ability to convert rive at conferences, I’m often approached as soon text to outlines is crucial. So is the as I enter the door by publishers wanting to let Acrobat X’s Convert Color tool, me know how my thoughts have impacted their which allows users to accomplish businesses. Readers have sent columns from daitasks like moving all black text to ly and weekly newspapers, as well as magazines, about the changes that have been made as a result the black plate only. The Actions Wizard in Acrobat X of reading one of my columns. Frankly, I’m a bit humbled by the thought might also be something you come to lean on heavily. Converting PDF files that my words can impact an industry like that. to RTF and Microsoft Word docu- Thanks for reading. ments is just one of the many actions Many of the tools found under Advaned>Print that will come in quite handy. In my Production can now be found under the "Print tests, the RTF files saved from AcroCatch Kevin at an upcoming event: Production" section of the Tools panel in Acrobat X. bat were incredibly accurate. some of the actions that are found under the Distiller hasn’t changed much from previSyracuse, New York (Mar 13-14) File menu in Acrobat X. The user can convert ous version. It is still the method of choice for Minnesota Tour (Mar 23-24) a PDF to a very nice RTF or Word file with creating quality PDF files and you’ll find that Brookings, SD (Apr 8) the click of a button. Most of the tools for sav- it hasn’t changed. Des Moines, IA (Apr 15-16) ing and exporting PDF files, including PDF There are lots of free and less expensive apOptimizer, are now found under the file menu. plications for creating and editing PDF files. Marksville, LA (Apr 29-30) This really makes sense for new users, while Simply put, none of them come close to offering Acrobat veterans will need a little while to get the functionality of Acrobat X. With upgrades Invite Kevin to your used to the new locations. starting at $199 for users of Acrobat 7, 8 and 9, it newspaper or training event! Another benefit is speed. Acrobat X seems just makes sense to keep the latest version of this

Industry Still Buzzing From Slimp Predictions

QCNA Connector

March 2011


QCNA’s Better Newspaper Competition Shortlist 2010 Finalists - Congratulations to Everyone!

BEST OVERALL NEWSPAPER AWARDS Al Best Overall Newspaper The Canadian Jewish News The Eastern Door The Suburban A2 Best Front Page The Eastern Door The Gleaner The Low Down to Hull & Back News A3 Best Editorial Page Pontiac Journal The Townships Outlet The Westmount Examiner Honorable Mention: The Eastern Door A4 Best Feature Page The Low Down To Hull & Back News The Nation Nunatsiaq News A5 Best Sports Page(s) The Eastern Door The Nation The Suburban Honorable Mention: The Low Down to Hull & Back News A6 Best Special Section Bulletin d‘Aylmer The Laval News The Westmount Examiner A7 Best Community Newspaper Promotion The Chronicle The Eastern Door The Gleaner Honorable Mention: The Laval News A8 Best Ad Bulletin d’Aylmer The Gleaner The Low Down to Hull & Back News A9 Best Website The Canadian Jewish News The Laval News The Low Down to Hull & Back News WRITERS’ AWARDS B1 Best News Story Burgess, Mark – The Low Down to Hull & Back News Greenway, Trevor – The Low Down to Hull & Back News Windeyer, Chris – Nunatsiaq News B2 Best Feature Story Cranfield, Andrea – The Equity German, Amy – The Nation Leavitt, Sarah – The Chronicle B3 Best Business Story Bell, Jim – Nunatsiaq News Fonda, Nick – The Townships Outlet Stewart, Lyle – The Nation

B4 Best Investigative or In-Depth Reporting Barry, Martin C & April, Geneviève – The Laval News Bonspiel, Steve – The Eastern Door Burgess, Mark – The Low Down to Hull & Back News B5 Best Sports Story Bonspiel, Steve – The Eastern Door Greenway, Trevor – The Low Down to Hull & Back News Soong, Andrew – The Suburban B6 Best Arts and Entertainment Story Burgess, Mark – The Low Down to Hull & Back News Eisenthal, Bram D – The Westmount Examiner Lalancette, Katherine – The Westmount Examiner B7 Best Column Writing Baxter, Sara E – Your Local Journal Foscolos, Toula – The Westmount Examiner Murray, Ross – The Record B8 Best Business Column or Feature Burgess, Mark – The Low Down to Hull & Back News Greenway, Trevor – The Low Down to Hull & Back News Standup, Jordan & Tardif, Richard – The Eastern Door B9 Best Editorial (local affairs) Baxter, Sara E – Your Local Journal Ryan, Fred –Bulletin d’Aylmer Wajsman, Beryl – The Suburban B10 Bob Phillips Award for the Best Editorial (general) Bell, Jim – Nunatsiaq News Lalonde, Marc – The Chronicle Ryan, Fred – The West Quebec Post B11 Best Headline Writing Bonspiel, Steve – The Eastern Door Lalonde, Marc – The Chronicle The Low Down to Hull & Back News Staff B12 Best French-language News Story Laflamme, Patrice – The Gleaner Levy, Elias – The Canadian Jewish News Pilon, Céline – Your Local Journal B13 Best French-language Editorial / Column Bertrand, Carolle –Bulletin d’Aylmer Laflamme, Patrice – The Gleaner Macron, André – Pontiac Journal B14 Best Education Story Bonaparte, Anthony – The Suburban Burgess, Mark – The Low Down to Hull & Back News German, Amy – The Nation

B15 Best Agricultural Story Aley, Kate – Pontiac Journal Hortop, Chantal – The Gleaner Jones, Wendy - Quebec Farmers’ Advocate B16 Best Environmental Story George, Jane – Nunatsiaq News Greenway, Trevor – The Low Down to Hull & Back News O’Shaughnessy, Terry – Your Local Journal B17 Best Municipal / Civic Affairs Story Baxter, Sara E – Your Local Journal Burgess, Mark – The Low Down to Hull & Back News Woodhouse, Kevin – The Suburban Honorable Mention: Andrea Cranfield, The Equity & Chantal Hortop, The Gleaner B18 Best Community Health Story Brown, Louise – The Equity Greenway, Trevor – The Low Down to Hull & Back News Rogers, Sarah – The Nation Honorable Mention: Mark Burgess, The Low Down to Hull & Back News PHOTOGRAPHY AWARDS B19 Best News Photo Baxter, Sara E – Your Local Journal Ouellet, Jay – Quebec Chronicle-Telegraph Soong, Andrew – The Suburban B20 Best Feature Photo Brown, Louise – The Equity Cournoyer, Stéphanie Garcia – Bulletin d’Aylmer Soong, Andrew – The Suburban B21 Best Sports Photo Cranfield, Andrea – The Equity Lafleur, Kris – Pontiac Journal Soong, Andrew – The Suburban B22 Best Photo Essay Greenway, Trevor – The Low Down to Hull & Back News Jaaka, Yaaka & Rogers, Sarah – Nunatsiaq News ndiamon & Lawson, Richard – The Nation Honorable Mention – Andrew Soong, The Suburban BEST EDITORIAL CARTOON B23 Best Editorial Cartoon Bonaparte, Anthony – The Suburban Roach, Stan – The Chronicle Scott, Walter – The Eastern Door

Low Down Picks Up CCNA Award

Congratulations to The Low Down to Hull & Back News for its win in the ‘Best Headline Writing’ category - Circulation Open - in CCNA’s annual awards competition. Although five QCNA member newspapers parrticipated with a total of 44 entries, the Low Down was the only finalist from Quebec.

QCNA Connector

March 2011

Statement: Due by Dec. 31, 2010

Dec. 1, 2010

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QCNA Connector


by John Foust Raleigh, NC

March 2011


Six quick fixes for headlines

esearch shows that the headline is the most important part of a print ad. If you have a headline that hits home with a reader, there is a good chance that he or she will read further. If not, you’ve lost your chance. Here are some ideas to power up your headlines: 1. Start with a verb. When you lead off with a verb, you can transform a message from passive to active. A verb puts readers in the present tense and calls them to take a specific form of action. Go...find...get... take...try...: these are all verbs that add life to a headline. A lot of times, a small adjustment is all it takes. For example, “Get a free widget when you test drive a Zoom-mobile” is better than, “Zoom-mobile will give you a free widget with a test drive.” See the difference? 2. Start with “how to.” This is a handy copywriting tool. These magic words can create a superhighway to a benefit headline. Part of the magic is in the fact that, once you’ve written the headline, you can drop the words “how to” and still have a benefit headline. “Do yard work faster” promises the same benefit as “How to do yard work faster.”

3. Use the word “free.” In the Zoommobile example, the verb “get” is connected to a free offer. This is a strong combination, because a timely giveaway will never go out of style. Consumers love to receive free things. Free offers can be used to promote anything from restaurants (buy one pizza, get one free) to clothing (free alterations with new suit) to real estate (free relocation information). 4. Use the word “save.” This is one of the strongest verbs in your toolbox. Once again, it’s all about benefits. Show readers how they can save money, time, or some other valuable commodity, and you will have their attention. 5. Use specific dollar amounts and percentages. Specifics always sell better than generalities. “Take $2,000 off the purchase of your new car” is better than “Take a big discount on the purchase of your new car.” And “Save 25% on new carpet” is more compelling than “Save a lot on new carpet.” Using specific numbers can help advertisers avoid meaningless phrases like “fantastic deals,” “unbelievable bargains,”

and “best prices ever.” As a result, their messages will have more clarity and impact. 6. Use short words. Two facts are worth mentioning: (1) People read publications – including newspapers – at a glance. (2) Short words are easier to read than long words. People turn pages faster than advertisers would like. In fact, I have found that a typical reader spends about three seconds looking at a newspaper page. In that brief window of time, he or she makes decisions about what to read and what to skip. The challenge – and the solution – is obvious. Use short words, and you’ll give your headline stopping power. You’ll make it easier for those hurried page turners to catch the essence of your message. (c) Copyright 2011 by John Foust. All rights reserved. E-mail John Foust for information about his training videos for ad departments:


GREG DUNCAN, Executive Director CAROLYN KITZANUK, Administrative Assistant MARNIE OWSTON, Advertising Coordinator & Bookkeeper

Mission Statement

The Quebec Community Newspapers Association is dedicated to the professional and economic development of English community newspapers and their enterprises serving minority communities in Quebec. Quebec Community Newspapers Association 400 Grand Boulevard, Suite 5 Ile Perrot, QC J7V 4X2 Tel. 514-453-6300 Fax 514-453-6330 Email: Website:

QCNA acknowledges the support of The Department of Canadian Heritage

March 2011  

March 2011 Connector

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