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SEPTEMBER 2013

Newspaper Issues at the Forefront By Anne Lannan OCNA Executive Director

Ontario Community Newspaper Publishers spoke eloquently to our provincial politicians on September 25 during our Industry’s Queen’s Park Day. The strong showing had 25 newspaper professionals take part in 30 meetings with various Ministers and MPPs to discuss public policy issues that impact our business. The formalities were followed by a Publisher’s Reception in which more than 100 mixed and mingle including Premier Kathleen Wynne and NDP Leader Andrea Horwath. Publishers spoke of two main issues – the continual decline of government advertising in newspapers and the proposed Bill 91, the Waste Reduction Act. From left to right: David Harvey, General Manager, Metroland West, Halton; John Hinds, Chief Executive Officer, Newspapers Canada; John Willems, General Manager, Metroland York Region; Jim Cumming, Publisher, Fort Frances Times; Rick Shaver General Manager, TC Media - Cornwall Market; Premier Kathleen Wynne; Adam Flinders, National Sales and Classified Manager, Metroland Media and Mike Mount, General Manager, Metroland Media Group Ottawa Region.

Waste Reduction Act: Bill 91

The Minister of the Environment recently introduced Bill 91, the Waste Reduction Act, which will overhaul Ontario’s recycling programs. Ontario’s newspapers are very concerned that the new approach will impose significant new costs on our industry, in spite of the fact that diversion rates for newsprint are already well over the government’s targets.

Government Advertising

Readership data from the latest ComBase research study proves that placing ads in community papers is an effective way to communicate with Canadians. More than 80% of adults read their local community newspaper and 31% of those readers list advertising as one of the reasons for reading. Despite this compelling research, the Ontario government continues to underuse this powerful medium when it comes to placing advertising.

WHAT’S INSIDE:

In fact, Ontario government advertising has gone from $5M in 2010 to just $1M in 2012. While the government of Ontario has been cutting back its advertising in community newspapers, it has been spending considerable resources towards online advertising, much of which is through USbased companies, such as Google. In 2011/12, more than $12M was spent on online advertising. Interestingly, the Government Advertising Act specifically exempts online advertising to the type of protections that the Act is intended to promote, including the requirement for the prior approval of the Auditor General. This is a loophole that should be fixed: the government’s online advertising should be subject to the same restrictions preventing partisan communications as exist for other media.

NATIONAL NEWSPAPER WEEK: OCT. 6-12

IDENTIFYING THE NEGOTIATION IMPASSE

“Your Community, Your News, Your Life”

Most impasses are avoidable.

See Page 8

See Page 10

THE NEWSROOM ZOO Sometimes it can be a jungle in the newsroom.

See Page 12

MONTHLY PUBLICATION OF THE ONTARIO1 COMMUNITY NEWSPAPERS ASSOCIATION September 2013 www.ocna.org


ASSOCIATION NEWS

>>> Continued from Front Page

AGCO: Publication of Notices Related to Liquor License Applications

Local newspapers have historically been used to place important public notices because it was understood that this represented the best way to inform as many of the public as possible. The Alcohol and Gaming Commission of Ontario (AGCO) recently announced that it will do away with a requirement to post notices relating to liquor license applications in local newspapers and, instead, will post these notices on its own website. Remarkably, the AGCO has stated that they believe this change will enhance the public’s opportunity to comment on liquor license applications made by establishments in their neighborhood. This, of course, denies all logic: how many Ontarians will be checking the AGCO website each week in case there is a notice posted affecting them? Whatever the number, we are sure it would be a far cry from the 80% of Ontarians who read a paper at least once each week. If the AGCO wants to ensure people have an opportunity to engage on issues that will affect the quality of their neighborhoods, it must reinstate the requirement for public notices to appear in newspapers, where they will actually be seen. Publishers will continue to promote the strengths and value of community newspapers to the government and general public. We are a vibrant industry providing a critical service to our communities and this message was not lost on the MPPs we met with. They understand how important community newspapers are for them to reach their constituents, but this sentiment isn’t flowing through to those who make the decision about government advertising buys. With more than 300 community newspapers serving their cities and towns across this entire province, our award-winning papers reach Ontarians like no other medium. More than 5 million first edition copies of community newspapers are delivered to Ontarians doorsteps each week and are presented in a format and in an environment that is receptive to receive the government’s advertising message. Our industry continues to see growth – more than 300 newspapers in Ontario, strong circulation numbers and reach, impressive readership numbers, and our revenues is increasing slightly each year. We will be concentrating on ensuring this message is getting out to the right audiences. Newspapers are also encouraged to participate in National Newspaper Week beginning October 6.

IN THIS ISSUE... 06 ............ABOUT FACE: CELEBRATED ONTARIONS THEN & NOW 08 ......................................................NATIONAL NEWSPAPER WEEK 09 .............................................ONLINE MEDIA CAMPUS WEBINARS 10 ........IDENTIFYING & NAVIGATING THE NEGOTIATION IMPASSE 12 ........................................................................THE NEWSROOM ZOO

NEWSCLIPS VOLUME 03, ISSUE 02 3228 South Service Rd. Suite 116 Burlington, ON L7N 3H8 p.905.639.8720 f.905-639.6962 e. info@ocna.org w. www.ocna.org

OCNA BOARD PRESIDENT

Gordon Cameron

FIRST VP INTERIM

Dave Adsett

SECOND VP

Andrea DeMeer

SECRETARY/ TREASURER

Dave Harvey

PAST PRESIDENT

Mike Mount

DIRECTORS

Abbas Homayed Mike Power Rick Shaver Ray Stanton John Willems

OCNA STAFF EXECUTIVE DIRECTOR

Anne Lannan

CONTROLLER

Todd Frees

MEMBER SERVICES

Karen Shardlow Kelly Gorven

NETWORK CLASSIFIEDS

Carol Lebert

ACCOUNTING

Lucia Shepherd

AD*REACH

Ted Brewer Carolyn Press Erica Leyzac

13 .............IMPORTANCE OF EMPLOYEE BACKGROUND CHECKS 14 ...............................HOW TO TALK ABOUT YOUR COMPETITORS 15 .................................................QUEEN’S PARK PHOTO GALLERY September 2013

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ASSOCIATION NEWS

OCNA Visits the Mackenzie Heritage Printery and Newspaper Museum

OCNA MEMBER UPDATES

The OCNA team spent a great afternoon in August in Queenston/ Niagara at the Mackenzie Heritage Printery and Newspaper Museum. It’s Canada’s only working printery museum so we got to get our hands dirty. Pictured below, staff pose with a wax statue of William Lyon Mackenzie, Upper Canada’s first publisher and printer. (From left to right): Kelly Gorven, Lucia Shepherd, Todd Frees, Anne Lannan, Erica Leyzac, Ted Brewer, Karen Shardlow and Carolyn Press.

VAUGHAN CITIZEN’S PET SHOW After months of preparing and organizing, the Vaughan Citizen held its secnd Annual Pet Show. This year they included the Circulation department who hosted a wonderful Kids Zone with jumping castle, puzzles and more with open invitation to all carriers and their friends and family. The Advertising department organized a petting zoo, face painting, a travelling IAMS truck, pet look-alike contest and entertainment throughout the two day event. The Classified department was included with Cutest Pet in Vaughan with gift bags for all entrants.

AURORA BANNER WAREHOUSE FUNDRAISER Congratulations to Kirk Rose and Michael McMahon who won the baskets that were being raffled. The warehouse event raised $70.00 which is being added to the Fund Raising Jar to benefit the Yellow Brick House.

Yukon News Joins Black Press Publishing Group Early in September, the largest independently owned newspaper company in Canada, Black Press purchased the Yukon News from former co-owners and publishers Steve Robertson and Barbara McLeod. Yukon News was a free paper in Whitehorse with a twicea-week publishing schedule on Wednesdays and Fridays. The first week of September, the paper was distributed under the Black Press banner, which publishes 150 newspapers across the country. All staff of the newspaper were trained, with the exception of publisher Stephen Robertson and his wife, because the publishing role will be rolled into the larger Black Press family. The move is a symptom of a larger trend in publishing to consolidate, which allows for lower costs through efficiencies. Black Press plans to invest in new hardware for the paper to facilitate colour printing. September 2013

METROLAND YORK REGION MEDIA GROUP STAFF HELP DURING HABITAT FOR HUMANITY BUILD DAY On Monday, September 9, ten Metroland York Region Media Group staff participated in the Habitat for Humanity Build Day. The crew were responsible for installing the insulation, flashing around the windows and installing the wood backing required for the house siding. They were carefully guided by a site supervisor and master craftsman.

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ASSOCIATION NEWS

OCNA MEMBER UPDATES

W W your advertisers and audience!

With Metro e-Connect, you have what you need to take the lead with multimedia advertising. This integrated, flexible, cost-effective, multiplatform program is also easy to launch and easy to manage. Providing your ad team with the resources it needs to deliver real solutions for your advertisers’ evolving needs, while expanding audience engagement, Metro e-Connect translates into a win-win for all.

25 YEARS OF SERVICE FOR METROLAND EMPLOYEE Congratulations to Jackie Smart, Director of Production with Metroland York Region Media Group who recently celebrated 25 years with the company. Here she shares cake with Publisher Ian Proudfoot.

TORONTO DOWNTOWN BULLETIN WELCOMES STUDENT INTERN The Bulletin is taking on a journalism student intern from George Brown College. Alex Steiner will begin his internship later this month and will be guided by Managing Editor Anisa Lancione and Editor Frank Touby. Alex was selected for the internship at The Bulletin by his G.B.C. professor, Ralph Hamelmann.

NEW MANAGERS APPOINTED IN PORT PERRY FOR SCUGOG STANDARD The Standard Newspaper is proud to announce the appointment of three new managers - Colleen Green (General Manager), Blake Wolfe (Editor) and Kelly Doughty (Advertising and Sales Manager). All three were appointed to their new positions in February 2013 and are long-time employees of the Standard, each starting there in 2006. The Standard is owned and operated by SkyLine Media, which publishes the newspaper once weekly to northern municipalities of Durham Region, Ontario.

September 2013

Find out more now! Go online to metrocreativeconnection.com/e-connect, call 800-223-1600, email service@metro-email.com or scan the QR code to see how you can immediately implement and benefit from Metro e-Connect.

Metro e-Connect

The new multimedia ad program that is changing the way we connect. OCNAWOW2013

The Georgetown Conference, October 3-5, 2013 As many as 250 delegates from across Atlantic Canada will gather for what is expected to be a positive stepping stone towards revitalizing rural communities. The Georgetown Conference will offer a three day discussion amongst delegates, speakers and special guests. An online live video stream option will be available throughout the conference for those not able to attend. The great myth of rural Atlantic Canada is that she is a region whose best years are behind her. The Georgetown Conference, Redefining Rural is the region’s opening salvo at fighting back. At a time when the top-line preoccupations are with changing demographics and government austerity, it is critical to remind the world that rural Atlantic Canada is a special place with significant advantages. Their vision is to develop a conference that is sustainable without government support. They believe it is important to create a frank and forward thinking discussion about the real issues impacting the rural way of life. Georgetown will be a conference about ideas and success, not failures of the past. The conference will attract business leaders, community leaders, small business owners, employees, artists and ordinary citizens from all walks of life. A unique component of the Georgetown Conference is the leadership role of Newspapers Atlantic. Members of Newspapers Atlantic live and work in communities impacted by so-called rural decline. No other media can match the combined reach, respect and trust Newspapers Atlantic members’ share with rural Atlantic Canada. Post conference, Newspapers Atlantic papers will take what was learned and become local champions of change. For those who are unable to take part as delegates, there are other ways to gain access to the dialogue and energy of the Georgetown Conference. The proceedings will be made available on regional cable and nationally on CPAC, as well as transmitted by webcast. Details of these broadcasts will be published on the Coference Web site as they become available, as will details of an On-line Community on ‘Redefining Rural’ to be offered through the University of PEI. 4

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ASSOCIATION NEWS

CONNECT WITH US!

David Zilstra Communications

OCNA and Ad*Reach are now on Twitter! Follow us @OCNAAdreach for frequesnt association updates, industry news, upcoming events and more.

Invigorate your ad planning calendar… to Increase sales and your bottom line! Let David Zilstra help you….battle your competition (print or broadcast), revamp your ad plan, add proven vertical and sustained features, help you generate new business, and steer your ad team in the right direction.

David has over 20 years of print sales and management experience, and is ready to help provide your operation with the boost it may need during these challenging times. For a confidential discussion please feel free to call or email David at any time. 705-770-0232

Community News Web Site Templates Offered to Community Newspapers Would you like a free community news web site handed to you? Well, the Ontario Community Newspapers Association has developed a robust Web Site Template for our member newspapers, thanks to the funding provided by Canadian Heritage’s Collective Initiatives Fund. It is now ready to have our member newspapers review the site, its features and functionalities, and have you take advantage of the site for your local use. Developed by Media Shaker, the site includes a user friendly, yet comprehensive content management system and back end database that will open new possibilities for new revenue generating projects for your business. Full training and content conversion is included. Some customization or modifications are included. OCNA has paid for the development of the template, and publishers wishing to use it will only have a low monthly fee of $59 to Media Shaker for the hosting, maintenance and updates. For a free, no obligation tour of the system and to learn more about how you can benefit from this program, contact OCNA’s Todd Frees at t.frees@ocna.org or 905-639-8720 ext 234. Ask about an added bonus, as OCNA has funds available to pay your monthly hosting, maintenance and updates fee for a limited time to the first group of publishers signing on!

We acknowledge the financial support of the Government of Canada through the Canada Periodical Fund of the Department of Canadian Hertiage.

September 2013

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ASSOCIATION NEWS

Faces of Ontario

OCNA MEMBER UPDATES TC MEDIA’S SEAWAY NEWS CELEBRATES 28 YEARS SERVING NEWS TO THE COMMUNITY TC Media’s community news leader Cornwall Seaway News has been publishing for 28 years, but instead of looking back they are forging ahead with an array of products and services for readers and advertisers. With a solid foundation of newspaper content generated every week via Seaway News, the TC Media team has carved a niche for itself online at cornwallseawaynews.com - completely free! No paywalls, no subscription fees and no requests for corporate sponsors. They also embrace social media - the most effective way to connect with readers in today’s age of tablets and smartphones.

It was an honour for OCNA’s Anne Lannan to meet Kim Phuc Phan Ti and her family at the launch of About Face, Celebrated Ontarians Then and Now photography exhibit in the Office of the Lieutenant Governor of Ontario on September 17. Kim Phuc is the young girl pictured running down the road in the iconic Pulitzer Prize winning photograph of the Vietnam War in 1972. An Ajax resident and Order of Ontario recipient, she is photographed in the exhibit holding her young son, by photographer Joe McNally.

TC Media and Seaway News have branched out and their audience is truly measured from a global perspective.

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Pictured right: TC Media General Manager Rick Shaver, along with staff members, Matthew TC Media General Manager Rick Shaver, McConnell (sales), Josée along with staff members, Matthew McConnell (sales) Josée Veenstra (production), Veenstra (production) and Editor Todd Lihou show the many ways and Editor Todddifferent Lihou show the many different ways Seaway News ‘connects’ with its readers. Seaway News ‘connects’ with its readers.

TC Media

WelCoMe To The MarkeTing aCTivaTion era

THE MIRROR ANNOUNCES STAFF CHANGES It’s been 28 years of fun, laughs and smiles at TC Media’s community news leader Seaway News, but instead of looking back, we’re forging ahead with an array of products and services that gives our readers and advertisers the information and tools they need to succeed. We have branched out and our audience is truly measured from a global perspective. The latest hard news out of city hall, the Cornwall Community Police Service and local business agencies can be found quickly, and more importantly—accurately, at cornwallseawaynews.com each and every day. But we haven’t forgotten about our bread and butter—delivering to you, community-based news stories and features about the people we live, work and play with here in Cornwall and the Seaway Valley. “The strength of any community-based news organization comes from its readers,” said Editor Todd Lihou. “We have the most passionate readers in Cornwall and area. We continue to hear how impressed our readership is with our ability to connect with everyday members of our community and fill our pages with local content that engages our audience.” With a solid foundation of newspaper content generated every week via Seaway News, our TC Media team has carved a niche for itself online, at cornwallseawaynews.com. We break stories every day that matter to our readers because our content is different from the competition. The local high school student who donated their time to help at an area seniors home…the retirement of a Cornwall couple

who operated a downtown business for decades… the creation of new developments along the city’s waterfront – we had all those stories first, and more, at cornwallseawaynews.com. And the best news of all? It’s all free. No paywalls, no subscription fees and no requests for corporate sponsorships. We believe in providing the information supplied by our advertisers, and the information gleaned from sources, in as efficient a manner as possible. That’s why we have embraced social media – the most effective way to connect with our readers in today’s age of tablets and smartphones. Our Facebook page (facebook.com/ cornwallseawaynews) and Twitter feed (@ SeawayNews) are updated throughout the day with links to our stories, photos and tidbits of information we constantly receive. “Today TC Media, home of Seaway News and Cornwall Express is a vital community partner via our weekly visit to your front door, and we have carved out a home online with daily news updates as well as videos, slideshows and an active community calendar,” said TC Media-Cornwall Market General Manager Rick Shaver. “New solutions are being introduced daily to give us a key competitive edge in our line of products and services.” Production Coordinator Colleen Parette leads the creation of Cornwall’s most popular weekly newspaper which reaches over 44,000 homes in the city and 27 area communities, which is then distributed by Publisac, the distribution warehouse is

locally managed by Doug Delage. Our sales staff, led by Sales Manager Denis Lapierre, provides excellent service to our customers. We spend time developing and designing professional advertisements and marketing plans for our new clients. The addition of Publi Sac distribution, web products and services and our ability to package these products for our advertisers ensures our customers and readers are well informed. Some advertisers have been with us from day one – such as Leon’s (formerly Julius Miller), Seaway GM (Brookshell), Accessoware, Giant Tiger, Cornwall Square and Remax. We take pride in our products and under TC Media we will expand our services to provide Cornwall and area residents with the latest in news and promotions. Thank you so much for being a part of this wonderful experience. When we started this newspaper we wanted to provide you with some thoughtful community news and advertisements packaged in an attractive format for our clients. What has evolved is a powerful media partner, with access to technology that keeps our readers upto-date on a variety of local topics. Seaway News is celebrating its 28th anniversary this month and we want to thank you for taking us into your homes, your computers and smartphones. Our greatest success lies in knowing we have established a strong relationship with our readers. Stay in touch … register today for immediate news, alerts and opportunities to win prizes at www. cornwallseawaynews.com

Shaun Sauve,Metroland North Media’s regional general manager for Simcoe County, Muskoka, Parry Sound, North Bay and Almaguin, is pleased to announce the appointment of Maureen Christie to an expanded role within the company. In addition to her leadership role in Midland/Penetanguishene and Orillia, Christie is now general manager of Metroland’s Bracebridge, Gravenhurst and Huntsville papers.

Anne Lannan also ran into 2012 Ontario Junior Citizen Annaleise Carr of Simcoe who was recognized as the youngest person to swim across Lake Ontario in an effort to raise funds for Camp Trillium. She is featured in the exhibit by photographer Glenn Lowson who is also a freelance newspaper photographer. Of note, Annaleise is training to swim across Lake Erie next summer. Congratulations Annaleise.

Patsy McCarthy, meanwhile, has joined the team as advertising manager at the Mirror. A Metroland employee for a little more than two years, she www.tc.tc www.cornwallseawaynews.com aCTivaTion CoMpany most recently held the position of advertising managera MarkeTing in Collingwood, Stayner, Wasaga Beach and Meaford.

September 2013

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ASSOCIATION NEWS

Free Book Reviews The National Reading Campaign is offering professionally written children’s book reviews—for free! This group is a not-for-profit organization dedicated to the principle that reading is essential to the well-being and happiness of an individual, and to that person’s capacity to act as a citizen in a democracy. They have developed a plan to address the reading needs of Canadians of all ages and to encourage access to reading across the country. Part of this plan is creating an independent and free kids’ and teens book review column, Canadian Children’s Book Reviews, which will provide avid readers with access to new books and will hopefully inspire non-readers. Published three times a week (Tuesdays, Thursdays, and Fridays) on the National Reading Campaign blog, the 200-250 word reviews are written by experienced book reviewers and will feature current books for ages 0 to 18 years old, representing a variety of genres and topics. These reviews will be available at no cost for publication in dailies and weeklies across the country, as well as schools, libraries, and community publications, and will be offered for approximately one year. Editors and Advertising Managers may wish to consider these columns for locallysponsored advertising. If you are interested in downloading and publishing our reviews or have any questions, please e-mail us at reviews@ nationalreadingcampaign.ca.

ONTARIO PRESS SERVICE Ontario Press Service is distributed by OCNA on behalf of press service clients. Word and PDF files are available on our Web site. September 11 2013 372 WORDS – The Yellow Bus Foundation 17th Annual 100 Hole Golf Marathon raises funds for the Jennifer Ashleigh Children’s Charity - On Friday, September 20th., 2013, The Yellow Bus Foundation is holding its 17th Annual 100 Hole Golf Marathon at the premier, championship Glen Eagle Golf Course in Bolton, Ontario. Approximately 30 golfers participate in this event, and raise on average over $300,000 each year. 532 WORDS – Medication Management Matters – How to Get the Most of Your Medication - A healthy diet, exercise and proper sleep are important tools in maintaining quality of life. For many Ontarians, prescription or non-prescription medications are also necessary to achieve wellness, but in addition to dayto-day responsibilities, managing multiple medications can be a challenge. September 25 2013 310 WORDS – 2013 BDC Small Business Week takes place October 20-26 nationwide - Free article series available for the use of business editors

OCNA’s Network Classified Advertising is an easy way for you to earn additional revenue. Upsell your retail and classified advertisers and each a 35% commission. An All Ontario 25-word ad is $475. You earn $166.25 each time you upsell your client into the program. LOGO ADS: OCNA recently introduced logo ads as an option. An All Ontario 25-word ad WITH LOGO and enhanced text is $975.

$$$

You already know that advertisers in community newspapers get results. Help your advertisers extend their reach into a region of the province, across Ontario, or right across the country. They Win - You Win. The Possibilities are endless: > Online Revenue - any retailer with a web site. Let the Networks drive traffic to their site for increased sales > Real Estate - any agent with vacation properties, commercial properties and luxury homes. Buyers from outside your newspaper distribution area need to know > Events - Fairs, Markets, Shows, Theatre, Concerts or Sports. Spread the word to draw more people > Help wanted - Trades and other positions that individuals would relocate or commute to

Contact OCNA Network Classified Coordinator Lucia Shepherd for full details at l.shepherd@ocna.org or 1-800-387-7982 ext 223.

September 2013

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ASSOCIATION NEWS

National Newspaper Week October 6-12, 2013

This year marks the 73rd year of National Newspaper Week (NNW) which will take place from October 6-12, 2013. The theme of this year’s NNW is “Your Community, Your Newspaper, Your Life.” OCNA is asking its members to help promote NNW by downloading the material available online at www.nationalnewspaperweek.com and devoting as many column inches as possible to reinforce the importance of newspapers to local communities. Please also editorialize locally about how your newspaper is important and relevant to your community. This can be about your government watchdog role, investigative journalism, providing timely public notices, etc. Following NNW, these materials will remain on the Web site and can be accessed by newspapers for use throughout the year since the message is timeless. Included in the promotional kit is this cartoon by Canadian contributor Steve Nease.

INSIDE-OUTSIDE SALES/ ACCOUNT REPRESENTATIVE Dynamic, locally-owned company has an immediate opening for a well-organized and highly motivated salesperson to work in an exciting and fast-paced environment on a full-time basis. We are growing exponentially with a long term plan for continued expansion in the area. The successful candidate will be given a well-established, existing account base to maintain and grow through outstanding customer service and time management skills, with a passion for assisting clients in promoting their business. This is a unique opportunity to develop a career with an unlimited earning potential. The position is commission-based with starting incentives. Sales experience is preferred, however we are willing to train the right individual. Please submit cover letter of interest along with resume in confidence to:

standardkelly@powergate.ca

94A Water Street, Port Perry 905.985.6985 We thank all those who apply, however only those considered for an interview will be contacted. September 2013

Independent Publishers’ Retreat

Friday Nov. 8 evening - Saturday Nov. 9 Horseshoe Resort, Barrie, ON Independent Publishers can look forward to social and networking opportunities, informative sessions, food and fun! Cost: $295 single occupancy or $395 double occupancy. *Price includes Friday overnight accommodation, three meals and all sessions. Contact Karen Shardlow at k.shardlow@ocna.org for more information. 8

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ASSOCIATION NEWS

TRAINING OCNA is pleased to announce a partnership with Online Media Campus to help the association fulfill its mission of providing affordable and relevant training to members.

ONLINE MEDIA CAMPUS WEBINARS: October 3rd - The Five Most Important Questions in Sales What can the movie ‘The Wizard of Oz’ teach us about sales? Everything! In this webinar you will learn the five most important questions that Dorothy identified to help her get back to Kansas. These questions can be applied to every sales situation. In this webinar you will learn: - How Dorothy stayed focused on her purpose and never got distracted. Having a goal is critical to your success in sales. - Why ‘Glinda’ the good witch never mentioned all of the obstacles Dorothy would encounter. Obstacles are opportunities in disguise that move you closer to success. - Why the ‘Yellow Brick Road’ was critical to Dorothy’s success, just as every step of the way brings you closer to achieving your goals. - The secret of how Dorothy actually got in to see the Wizard and how you can set more appointments and drive more sales. - How Dorothy understood and actually delivered what the Wizard wanted. Have you identified and delivered what your clients want? - What the ‘Next Step’ was for the Lion, Tin Man, Scarecrow and Dorothy and how important it is to communicate the next step in the sales process. Deadline to register for the $35 fee is Monday, September 30th. A $10 late registration fee begins on Tuesday, October 1st. Visit www.onlinemediacampus.com/2013/08/important-questions-sales/ to register.

October 10th - How Search Engine Optimization (SEO) Can Benefit Your Advertisers This webinar will discuss how to incorporate search engine optimization (SEO) into your menu of advertising products and how it can increase your market share and improve overall customer satisfaction. Search Influence CEO Will Scott will discuss how to improve your advertisers’ rankings on search engine results through SEO tactics on and off of a Web site. You will learn how to sell, implement and manage SEO as a strategy which will improve your advertisers’ online presence, reduce churn and increase their return on investment. In this webinar, Scott will cover: Challenges of going digital, what you need to be successful, how your newspaper can implement SEO and more! Deadline to register for the $35 fee is Monday, October 7th. A $10 late registration fee begins on Tuesday, October 8th. Visit www.onlinemediacampus.com/2013/08/seo/ to register.

October 11th - More Detail, Less Clutter in Your Writing Clean, compelling writing relies on strong reporting as much as on artful approaches to the language. Learn how your interviews and research set you up for success at the writing stage, as well as tips for structuring and winnowing your writing. Your readers will be left with stories that are as powerful as they are clear and concise. Deadline to register for the $35 fee is Tuesday, October 8th. A $10 late registration fee begins on Wednesday, October 9th. Visit www.onlinemediacampus.com/2013/09/detail-clutter-writing/ to register. September 2013

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BUSINESS

Identifying and Navigating the Negotiation Impasse By Patrick Tinney, Managing Partner Centroid Training & Marketing Impasse: deadlock: a situation in which no progress can be made or no advancement is possible; ‘reached an impasse on the negotiations’.

want, you will have greater opportunity to pull the other side closer to you. This action will help close the expectation gap that comes with all negotiations. This process lowers negative risk.

3. The Spirit of the Deal. We must learn to listen and have appreciation for the other side, even when we’d rather not. No empathy?? Sorry…not likely to get a sustainable deal done.

An impasse tells us that structurally a proposal is perceived as being flawed, lop-sided or undoable by one or both parties in a negotiation. It could be a deadlock on price, time, quality, service or other factors. If we dig past the intellectual side of the discussion the impasse has strong emotional underpinnings. When we reach an impasse in a negotiation with a customer or a supplier we could be thinking any of the following: 1) Why can’t you see my side? 2) You just don’t get it! 3) You are taking advantage of our relationship! 4) You are hiding something. 5) I no longer trust you and I am fearful of your intentions. 6) Can we find someone else to replace this business partner? 7) Can we just walk away from this business partner?

4. Be Realistic with Cost Demands. If you are low balling or hard balling, what do you expect the other side to do? How can we honestly expect to lower our costs by raising our negotiation partner’s costs? Creative soft cost proposals from our side will add value for them. This may help offset some costs for the other side. 5. Make your Proposals Simple, Understandable and Accessible. If your negotiation partner cannot clearly understand the details and benefits of your proposal it will only slow the negotiation down. And, yep you guessed it start the ball rolling toward an impasse. 6. Have a Back Up Plan. Have several back up plans if you like. You can say ‘no’ politely as often as you like in a business negotiation and generally not offend the other side. Just be careful not to say “no never!” Remember never is a long, long time and leaves you no outs.

Pretty ugly! However, this is more common than you think especially in a stagnant or deflationary economy. Not only do we have the above EQ side of the discussion but we also have the tactical side of how it all happened. Don’t rule out negotiator egos running amuck. In its most rudimentary form, a negotiation impasse is telling the bargaining participants that they are no longer in their ‘comfort zone’ to get a deal done. At Centroid we call the comfort zone ‘The Bargaining Continuum’. When we are in the Bargaining Continuum there is hope that an opportunity will arise to engage in bargaining reciprocity to close a smart and fulfilling deal for both parties. It’s impractical to think that your company will be able to avoid negotiation impasses with business partners. However, here are some tips that will help your company navigate better positions to lessen the likelihood of an impasse in negotiation. 1. Conduct Reconnaissance on Your Negotiation Partner’s World. Gain as much intelligence on them as you can. By understanding more about their business, and their future, your company stands a much better chance of signing smart, sustainable deals.

Most negotiation impasses are avoidable. The key is having a negotiation thought process that works to lower relationship risk while still trying to get smart deals done!

My father said: “You must never try to make all of the money that’s in a deal. Let the other fellow make some money too, because if you get a reputation for always making all of the money, you won’t have many deals.” - J. Paul Getty.

PATRICK TINNEY is the founder of Centroid Training and Marketing, a consulting firm helping organizations make and save money through consultative selling, sales prospecting and business negotiation training. www.centroidmarketing.com.

2. Rank

and Weigh Objectives for You and Them. By understanding their objectives and knowing what they really want combined with the clarity of what you really September 2013

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GET YOUR PRESS IDENTIFICATION CARDS OCNA can provide you with laminated, business card-sized Press Cards. Cost is $10 each for the first three, and $5 for each one thereafter.

Group Managing Editor

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GORDON CAMERON Hamilton Community News 905-523-5800 333 Arvin Avenue Stoney Creek, ON L8E 2M6

July 8, 2013 Date

Contact Kelly Gorven at k.gorven@ocna.org or call 906-639-8720 x239 for a Publisher’s Authorization Form and instructions on how to send photos.

September 2013

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DESIGN

The Newsroom Zoo By Ed Henninger Henninger Consulting

You’ve heard the expression before: ‘It’s a jungle out there!’ Sometimes, it’s a jungle in here. And ‘here’ is our own newsroom. During my more than 20 years as a consultant, I’ve encountered just about every animal in the newsroom zoo. You may not have all of these in your newsroom…but I’m willing to bet you’ve identified at least a couple of these where you work.

effectively—if more agonizingly and slowly—by practiced delay.

Here they are:

Tempus fugitardimus:

A mollusk whose chief characteristic is the ability to always take much more time than is alloted for a specific task. Researchers have observed this being driving others in the newsroom to insanity by its instinct for doing everything at a pace so slow that it cannot be measured by even the most sophisticated scientific instruments.

Ursa obstructionensis: The obstructionist is best recognized by body position: sitting back, arms folded, a quiet yet defiant sneer. This is the newsroom animal who dares you to try to accomplish anything— especially in its square acre of jungle.

Mentus nongottus disguisus: This mammal is distinguished

Dezynus whinissimus:

This invertebrate surrounds itself with colorful objects (usually produced by others of its type) and is known to emit harsh and drawn-out nasal sounds when approached. Those sounds are its defense mechanism against any being or event that challenges it to consider designing something different.

by the fact that it mimics real motion and thought. However it has been brain-dead for years.

Esteemus nongottus survivus:

This bottom-dwelling organism chooses to go through life like a clam, always closing tightly when challenged.

Paginatus assemblitudicus:

Its body locked in a permanent sitting position, this organism survives by attending every gathering of the group—and then going into a self-induced coma between those gatherings.

A voiceless mammal possessing two legs and only a vestigial brain. This being will respond only when given clear and point-by-point instructions on placement of elements in its area of responsibility. It is absolutely incapable of coloring outside the lines.

Nonparticipatimus bitchiensis:

Managissimus micronos: A crustacean easily recognized by its

Meetingus eternalissimus:

This jungle denizen lies in wait for others to create something of value—never taking part in their effort but always first to find fault with the result.

elongated neck—the result of eons spent peering over the shoulders of other newsroom inhabitants and constantly criticizing and altering their work. This being has never been known to have an original thought, yet it spends its days belittling the work of others.

Writissimus compulsus:

Distinguished by a deep and passionate love for creating written documents of inordinate length, this vertebrate lives with the illusion that the sole purpose of newswriting is the act of writing itself, and not the imparting of useful information to readers.

So…there you have it. The newsroom zoo. Perhaps there are animals you know who should join them. Suggestions?

Paralyzus perpetualiis:

This hairy arachnid makes a lifelong endeavor of devising ways to forestall movement. Instead, it outwaits its victims, tiring them with its infinite patience and its inbred inability to make the first move. It rarely leaves its web. However, it kills just as September 2013

ED HENNINGER is an independent newspaper consultant and the Director of Henninger Consulting, offering comprehensive newspaper design services at www.henningerconsulting.com. 12

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HUMAN RESOURCES

The Importance of Employee Background Checks By Daniel C. Ulrich (at the request of TwoGreySuits) Employers have been held legally liable for the negligent actions of employees whose background was never verified. Nearly thirty percent of job applicants falsify or exaggerate information or credentials on their resume. Were you aware that: Organizations lose 6% of annual revenue to fraud and abuse.

bad-hiring decision. Experts have found that background investigations and pre-employment screening can aid in preventing certain types of workplace violence by identifying, and weeding out applicants with a past history of violence. Your organization can take cost effective steps while conducting its due diligence to reduce the costs of internal losses resulting from hiring, or promoting, the wrong people.

Did you know that 33% of people lie about their education on their resumes?

Pre-employment Screening Services Include:

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Fraud and abuse costs U.S. and Canadian organizations more than $400 billion annually. ▄▄

The average organization loses more than $9 per day per employee due to fraud and abuse. (Courtesy of the Association of Certified Fraud Examiners) Perhaps the area of greatest vulnerability will continue to be losses related to information systems. The majority of crimes (77 percent) are perpetrated by company employees (survey by the American Bar Association). Negligent hires cost companies large amounts in recruiting, training, re-training, lost opportunities and potential legal costs. Bad hires have a negative impact on morale, productivity, work quality, and internal and external relationships. A thorough background check helps to identify positive and negative career and behaviour patterns that may affect the future success of the employee. A properly conducted background check not only weeds out undesirable job candidates, but also helps identify top performers the company may have overlooked (if a background is requested on the top three candidates, the company may discover that their second or third choice is the top performer or best choice for the position). A single, well-placed dishonest employee can wreak havoc with an enterprise. Just one bad hiring decision - one thief, drug abuser, or violent criminal can significantly impact a company’s productivity, earnings, reputation and employee morale. A comprehensive, legally permissible, fairly executed Background Investigation and Pre-employment Screening program can go a long way toward preventing losses and mitigating the damage caused by a September 2013

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Criminal History Check Credit Bureau Reports SIN Verification Drivers Abstract/MTO

Employment/Personal/Professional References ▄▄

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Lien Searches/Civil Litigation Search Address Verification 2nd Generation Interviews Education/Accreditation Confirmation Professional Associations

Be sure that your pre-employment screening services vendor has full access to conduct criminal records checks. Verify that your vendor provides criminal record reports that contain the subject’s full detailed criminal record – not just the indication of a record. This provides the potential employer to make a decision based upon what the details of what the conviction(s) are for, when the conviction(s) took place and if there are a number of criminal convictions for the same offence. Another vital part of a preemployment screening program is the ongoing periodic revisiting of certain criteria on key personnel. For example, anyone in a position of trust, handling cash or bookkeeping, or driving a company vehicle should have their criminal, credit and drivers abstract run and verified on a regular ongoing basis. Another service you want to make sure your screening vendor offers is real time web based access to your reports. This enables you and your staff to securely log on to a web server and view the status of your pending screening requests as they are being 13

conducted. You will be able to see the status of your screening request, view the results obtained to date and even print your report directly from this interface. Since we work in a global environment, time differences are no longer an issue as you can access your reports twenty-four hours a day, seven days a week. We all realize that recruiting takes time and that time is of the essence when attempting to hire the right individual for a position. By being able to access the results of the screening in progress, an employer can feel confident in making an accelerated offer to a candidate that they might otherwise have lost. One of the benefits of a web based real time system is that it could be used as a cost reduction tool. Since results of the screening process can be viewed and monitored as they are being conducted, a recruiter may see that a candidate will not be a good match for their company. At this point the remainder of the screening process could be cancelled on this individual and another better-suited candidate could be submitted for screening. This value added service could assist your recruiting efforts and save you and your staff valuable time and recruitment costs. The hiring of an individual is a big decision for your company. You should have all the facts to make an informed decision. A small investment today could prevent a large loss tomorrow. A properly administered background-screening program will provide companies with the information needed to make secure and informed hiring decisions.

Daniel is the Operations Manager for the Profile Group of Companies www.profileinc. com which consists of Profile Investigation (WSIB, workplace investigations; security consulting), Profile Screening Services (full service screening provider), and Profile Security Integrated Services (CCTV, access control system installations and maintenance). He can be reached at 416-695-1260. This article is part of the TwoGreySuits ‘Employee Performance Management’ Series and is offered by our partner, the TwoGreySuits HR Power Centre as a service to our members. www.ocna.org


ADVERTISING

How to Talk About Your Competitors By John Foust Raleigh, NC

I was talking to Kyle, an advertiser who has been dealing with media representatives for many years. “I can tell a lot about a sales person by what they say about their competitors,” he said. “It is extremely unprofessional to try to make sales points by trashing the other guys. In fact, negative comments reveal more about the critic than they do about the object of their criticism.” On the other hand, Kyle explained, it pays to be positive and diplomatic. “When a sales person shows sincere respect for the competition that goes a long way toward winning my trust.” Dale Carnegie said, “Any fool can criticize, condemn and complain – and most fools do.” Kyle – and a lot of other advertisers – would agree. Here are three points to keep in mind:

to make fair comparisons. “I like presentations that make point-by-point comparisons,” Kyle said. “For example, if your paper reaches a wider range of people in my target audience, show me. If you have different production capabilities, show me. If your web site has unique ways to measure response, show me.”

3. Focus on facts, not opinion. This takes the emotion – much of which could be interpreted as negative – out of your comments. For example, a blatantly opinionated sales person might say something like this about ad rates: “You get what you pay for. Our competitor’s rates are lower than ours. To me, that’s an obvious sign that advertising in our paper is worth more than running ads in theirs.”

1. Do your homework. Average sales people learn everything they can about their products and services. Exceptional sales people go a step further and learn everything they can about their competitors’ products and services. That puts them in position to speak with authority when they’re making presentations.

That kind of remark would be guaranteed to raise a red flag with an advertiser like Kyle. In fact, he might even be tempted to defend the competitor.

“Product knowledge is crucial,” Kyle said. “But it’s hard to take a sales person seriously if all they know is their own product. I advertise in more than one place. So when I meet with an ad representative, I want to hear their perceptions on market trends and how their media outlet can help me accomplish my objectives.”

It’s much better to say something like: “Let’s compare their rates with ours. Although our rates are a little more, let me show you the extra value we offer for your investment.” This fact-based approach will lead you and your prospect to a lower risk, benefits-oriented discussion.

2. Compare, don’t criticize. No one sells in a vacuum. Whether you live in a large metropolitan area or a small rural market, there are competitors for your prospects’ advertising dollars. As a result, the person across the desk is hearing from – or at least thinking about – other advertising alternatives.

(c) Copyright 2013 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. E-mail for information: jfoust@mindspring.com

If you’ve done your research – on your prospect and on the media choices in your market – you’ll be able

Service includes: Libel, Invasion of Privacy, Plagiarism, Piracy, Infringement of Copyright, Pre-Publication Hotline Affordable media insurance for Canadian Community Newspapers September 2013

Contact us for a quote: Todd Frees, General Manager 905-639-8720 ext. 234 t.frees@ocna.org 14

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PHOTO GALLERY

Queen’s Park Publishers’ Reception Wednesday September 25

Publishers from across the province gathered with MPPs to discuss the issues concerning the industry and showed the provincial government how important newspapers are to the people of Ontario. September 2013

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WWW.OCNA.ORG . INFO@OCNA.ORG

September 2013

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08 newsclipssept  

Monthly publication of the Ontario Community Newspapers Association.

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