newsclips JULY 2011
MONTHLY PUBLICATION OF THE ONTARIO COMMUNITY NEWSPAPERS ASSOCIATION
ASSOCIATION NEWS NEWSCLIPS VOLUME 01
Dear Members, The summer is already upon us and with it the hustle and bustle of OCNA staff as new and old projects and services are under development. One such project is the reinvention of NewsClips, the association’s monthly newsletter that you now see here. With a long and colourful history that began in the early 1970s, OCNA’s newsletter was a source of industry news and information that members looked forward to each month. Now, after a brief hiatus, NewsClips is back to bring members their monthly dose of insider information on the community newspaper industry. I hope you are as excited as I am to see what future issues have in store.
3050 Harvester Rd. #103 Burlington, ON L7N 3J1 p.905.639.8720 f.905-639.6962 e.info@ocna.org w. www.ocna.org OCNA BOARD PRESIDENT
Don MacLeod
FIRST VP
Mike Mount
SECOND VP
Maureen Keeler
SECRETARY/ TRESURER
Dave Harvey
PAST PRESIDENT
Abbas Homayed
DIRECTORS
Dave Adsett Gordon Cameron Jim Cumming Andrea DeMeer Ron Dunn Rick Shaver John Willems
Don MacLeod, OCNA President
EDITOR’S NOTE BY CARLA ALEXANDER OCNA You may have noticed your weekly e-clips newsletter has been missing from your email inbox for the past couple weeks. Please don’t panic! This is due to the release of the ‘first’ edition of OCNA’s new NewsClips newsletter. After a two-year hiatus, the decision was made to re-introduce the monthly news format in order to reduce clutter in association communications. A monthly format also means our stories can be covered in more depth and therefore provide more value and meaning to our members. Many thanks are in order for the contributing writers and members who submitted news about staff and other stories for our first edition. All contributions will come in handy as we work towards putting out issue number two. And three, and four...
IN THIS ISSUE... 03 06 08 09 12 14 15 16 18
July, 2011
. . . . . . . . . . . . . . . . . . . . . . . .ASSOCIATION / MEMBER NEWS . . . . . . . . . . . . . . . . . . . .HUMAN RESOURCES / CLASSIFIEDS . . . . . . . . . .INDESIGN TOOL BENEFITS SMALLER PAPERS... . . . .CONNECT TO READERS USING MOBILE TECHNOLOGY . . . . . . . . . . . . . . . . . AGENCY CULTURE AND MEDIA BUYING . . . ADVERTISING ALERT: OHRC HOUSING AD GUIDELINES . . . . . . . . . . . . .SIZE THE HEADLINE FIRST - THEN WRITE IT . . . . . . . . . . . . . . . . . . . .RESEARCH SHOWS BUYING HABITS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PHOTO GALLERY
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OCNA STAFF EXECUTIVE DIRECTOR
Anne Lannan
CONTROLLER
Todd Frees
MEMBER SERVICES
Karen Shardlow Carla Alexander
NETWORK CLASSIFIEDS
Carol Lebert Susana Czyrnek
ACCOUNTING
Lucia Shepherd
AD*REACH
Ted Brewer Doug Sexton Janet Archer Carolyn Press Erica Leyzac Courtney Watson
Want to contribute to NewsClips? If you have news you would like to share about your paper - it could be a new project, recognition from the community, awards you’ve won or an upcoming anniversary - please send them to newsclips@ocna.org. Photos are also welcome!
www.ocna.org
ASSOCIATION NEWS Goodbye Janet!
The Ad*Reach sales team will be sad to see Janet Archer, National Accounts Manager, leave her position early in July as she prepares to return to her home place in Manitoba. Janet began working for Ad*Reach in February 2010 and has spent her time dedicated to selling ROP, inserts, online advertising and special sections to OCNA’s 300+ member newspapers.
Updated 2011/12 Board Directory now online
A revised copy of OCNA’s Board of Directors and Staff Directory for 2011/2012 is available for download in the Members Only section of the OCNA website. Log in to find the file under Board of Directors/Staff (filename: BoardDirectory2011-12.pdf).
MEMBER NEWS STAFF CHANGES
The Grand Bend Lakeshore Advance welcomes new advertising consultant Mark Stephen. (Below: Mark volunteering for Tim Hortons Camp Day in June.)
Join us for lunch this summer
OCNA is once again inviting our member independent publishers to lunch with Board President Don MacLeod and Executive Director Anne Lannan to network with your peers. No strings attached, no cost, no long speeches - just a relaxing opportunity to gather with a group of like-minded individuals to meet and mingle over lunch. Choose the location closest to you and RSVP to 905-639-8720 ext. 232 or email k.shardlow@ocna.org no later than one week prior so lunch arrangements can be made. If you are unable to attend, please feel free to invite your editor, ad manager or another appropriate staff member. Chatham July 13 @ 11:30am Mamma Maria’s 231 King St. West Stratford August 10 @ 11:30am Fellini’s Italian & Mediterranean Restaurant 107 Ontario St.
Peterborough July 27 @ 11:30am Roland’s Steakhouse 845 Hwy 7 East Ottawa August 24 @ 11:30am Vittoria Trattoria 3625 Rivergate Way
Community Newspaper Connections
Join your peers and fellow community newspaper professionals for an informal conference call on one of the topics below. Use this opportunity to vent about various industry issues, share your ideas or expertise and network with like-minded peers. All calls will take place at 12pm on the date listed. ▄▄
September 14: Editorial
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September 16: Independent Publishers
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September 21: Corporate Publishers
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September 28: Production
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October 12: Advertising
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October 26: Circulation
ESSEX PAPERS MERGE
The Essex Voice has recently purchased the Essex Free Press from Laurie Brett but will retain the Free Press name due to its 115-year history serving the community.
METROLAND LAUNCHES TWO PAPERS, BUYS ONE
Metroland Media Group Ltd. has added to its list of award‐winning community newspapers The Kitchener Post and the London Community News. The first edition of The Post was launched on June 17 and is delivered to 60,000 Kitchener homes. The first edition of the Community News ran on June 23 and is delivered to 126,000 homes in the area. Metroland also recently bought the Brant News in Brantford.
Call us at 905-639-8720 ext. 232 or email k.shardlow@ocna.org to reserve a place on the call(s) you wish to participate in, or if you would like to suggest a topic for discussion.
July, 2011
The Lanark Era has said goodbye to Pat Habel as advertising representative after a nine-year career with the Era. Pat retired on June 14 to garden, travel and spend time with her friends and family. Kristy Gibson has replaced Pat as the advertising representative at the Era.
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ASSOCIATION NEWS ST. THOMAS PAPER CONVERTS TO CARRIER SYSTEM
grow over 13 years from 12,000 tabloid copies printed by smalljob CentraWeb in Toronto to 85,000 printed variously at Metroland’s Tempo, Quad in Aurora and now as a broadsheet at Transcontinental in Vaughan.
The newspaper has been totally delivered via Canada Post’s Third Class Unaddressed Admail since its launch in March 2009. Prior to that, the publication was a monthly shopper with community news for four years, also delivered by Canada Post.
Our June issue came out while there was uncertainty whether the strike would happen.
The St. Thomas Elgin Weekly News is converting to carriers, at least in the urban centres it serves.
Rather than risking our June papers stale-dating on a locked postal station dock, perhaps for weeks, we opted to attempt delivery using a courier who has delivered to Cabbagetown and Leslieville houses at cheaper rates than Canada Post—and often, with more consistency than the unionized postal workers who are each paid 2 cents per copy delivered whether they actually do deliver to each mail box or wrongly dump them in a condo mailroom for the janitor to toss with the other Unaddressed Admail.
Weekly News publisher Terry Carroll said, “We’ve always enjoyed the convenience and reliability of Canada Post delivery, although the recent lockout was an exception. But let’s face it ... it’s not the cheapest way to go, and the three-day delivery window in urban areas can be a little disconcerting to advertisers.” Newspaper management had plans in place to start the conversion prior to the postal interruption and had already switched about 20 percent of St. Thomas itself to carriers when the lockout occurred.
Under the post office’s Consumer’s Choice program that lets recipients opt out of Unaddressed Admail delivery, community newspapers must be delivered to each mailbox. Fill-in mail carriers for vacationing or sick posties often don’t get that message. And some regular carriers may also take the short cut despite being paid extra to deliver.
The Weekly News is owned and operated by Terry and Nancy Carroll through Carroll Publishing Inc. which also publishes a magazine called Elgin This Month.
This brings me to the point where OCNA can help our industry. Since the mail category Unaddressed Admail casts a blight upon all items in that grouping, community newspapers should be in a different category.
PUBLISHER SPEAKS OUT AGAINST CANADA POST
There really isn’t a substitute for the post office and this recent labour disruption at Canada Post—which is a nightmare to deal with under the best of circumstances—made life very difficult for The Bulletin, Toronto’s Downtown Newspaper. We publish monthly and mail to 72,000 recipients as Unaddressed Admail, the same category as commercial flyers. However, community newspapers are designated as must-deliver items despite the category.
Along with other Consumer’s Choice-exempt types of mail, Canada Post should be encouraged to create that new category. Just calling it Exempt Mail would suffice and would change the way mail carriers view those items. Frank Touby, Associate Publisher The Bulletin
We mail because in our Downtown circulation area the bulk of homes are condos or apartments with internal mailboxes that only a postie can access. It’s that strategy which has seen us
OCNA’s Board of Directors is pleased to announce the following newspapers as probationary Active Members: Newspaper
Circulation
Ownership
Ottawa This Week - Central
24,000
Metroland Ottawa Region
Ottawa This Week - East
19,300
Metroland Ottawa Region
Ottawa This Week - South
21,600
Metroland Ottawa Region
Ottawa This Week - West
28,200
Metroland Ottawa Region
We want to hear from you! Please share your news and/ or opinions with us: newsclips@ocna.org
Ceased Publishing: Halton Compass, Stratford Citizen (as of May 2011)
July, 2011
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ASSOCIATION NEWS MEMBER AWARDS: BETH MORRIS, OWNER, MORRIS GROUP
Community newspapers became Beth’s second career in 1984 when she left her job as a teacher to work alongside her husband John Morris in his family-run newspaper in Kemptville. Starting in advertising, she soon became co-owner and publisher as the business expanded into Manotick and Barrhaven. Her passion for newspapers continued following the passing of her husband in 2004. Just last year that Beth started another community newspaper and printing operation in Brockville, adding to her award-winning titles in Prescott, Manotick, Barrhaven, Winchester and Kemptville. Newspapers Canada CEO John Hinds presents Beth with her Silver Quill during the 2011 Spring Convention.
MAKE MONEY WITH NETWORK CLASSIFIEDS
In recognition of this longstanding dedication to the newspaper industry, Beth was presented with a Silver Quill at OCNA’s 2011 Spring Convention held in Niagara Falls in May. Congratulations Beth!
TRAINING
$
OCNA’S FALL WEBINAR SCHEDULE UNDER DEVELOPMENT OCNA’s webinar lineup for Fall 2011 is currently under development. If there is a particular topic you’re interested in, or if you think you have something to offer OCNA members by way of hosting, let us know. Contact Karen Shardlow (k.shardlow@ocna.org, 905-639-8720 ext. 232) with your suggestions and we will take them into account as we put together the schedule.
OCNA’s Network Classified Advertising is an easy way for you to earn additional revenue. Upsell your retail and classified advertisers and earn a 35% commission. An All Ontario 25-word ad is $475. You earn $166.25 each time you upsell your client into the program. 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.
NEWSPAPERS CANADA WEBINAR SCHEDULE
From social media and page layouts to FOI requests and paywalls, the 2011/2012 webinar season features relevant and engaging material for your entire staff. This year’s training series includes presentations tailored to a variety of departments including editorial, sales, design and circulation.
The possibilities are endless:
»» Online revenue – any retailer with a web site.
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September 13 - Editorial: Video shooting skills (FREE)
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September 20 - Design: Page Layout Design
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October 18 - Sales: Selling Results, Not Space (FREE)
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October 25 - Editorial: Video Story Forms
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»» Events – Fairs, Markets, Shows, Theatre, Con-
November 1 - Editorial: Watchdog Journalism
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November 15 - Editorial: Research: Using Twitter
»» Help Wanted – Trades and other positions that
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December 6 - Editorial: Business reporting
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December 13 - Editorial: Research: FOI Requests
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 certs, Sports. Spread the word to draw more people individuals would relocate or commute to should be advertised here
A full list is available on the Newspapers Canada website: www.newspaperscanada.ca
Contact OCNA Network Classified Coordinator Susana Czyrnek for full details at s.czyrnek@ocna.org or 1-800387-7982 ext 230.
July, 2011
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HUMAN RESOURCES
WHY BE CONCERNED ABOUT EMPLOYEE ENGAGEMENT? A TWOGREYSUITS ARTICLE This article is part of the TwoGreySuits “Employee Performance Management” Series and is offered by our partner, the TwoGreySuits HR Power Centre as a free service to our members.
are taken seriously in the workplace. ▄▄
Ensure that the workplace is physically pleasant and that temperature, air quality and noise levels are optimal.
An engaged employee is a person who is fully involved in, and enthusiastic about, his or her work…Engaged employees care about the future of the company and are willing to invest the discretionary effort – exceeding duty’s call to see that the organization succeeds.
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Ensure that the total rewards package (including cash compensation, benefits, pensions and other rewards) is competitive and fair, both externally and internally. ▄▄
Provide opportunities for employees to socialize and get to know one another.
Although there seems to be fairly widespread recognition that employee engagement matters, the challenge is often in convincing business leaders this is the case, particularly in today’s tough economic climate and especially in an atmosphere of widespread cost cutting.
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Provide employees with a reasonable degree of job security wherever possible. ▄▄
Clearly communicate the organization’s vision, mission and values to employees.
We are going to form our own rationale that employee engagement is a real concern based on the responses we have had from several hundred participants in our Best Management Practices training course we instruct. At first we were shocked at the answers but then began to realize over the course of time that these numbers were very consistent from company to company. We asked what, in % terms, is the level of your engagement in your job; meaning how much of your effort, wisdom, knowledge, ideas and initiative is the company getting from you? Participants said they were on average only 40-60% engaged in their jobs. We went on to illustrate and explain how a more focused people management style would greatly improve employee engagement, but there are many other contributing factors too. In fact, the conscious use of the HR Power Centre would serve as a platform for developing higher employee engagement in any organization.
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Ensure that employees have adequate vacation time, and that they take the time off that is owed to them. ▄▄ ▄▄
Provide employees with opportunities to innovate and excel in their jobs. ▄▄
Ensure that managers and supervisors take the time to get to know their direct reports and that they demonstrate genuine concern for their well-being. ▄▄
Provide opportunities for employee empowerment, job rotation, enrichment and enlargement. ▄▄
Wherever possible, provide stimulating work which is not boring or repetitive. ▄▄
Ensure that employees have the equipment and materials required to be successful.
According to Gallup, one of the leading research firms in this area, when comparing top and bottom quartiles of engagement scores, highly engaged organizations have 2.6 times the earnings per share growth rate of their lower performing peers in the same industry. (Gallup, 2010)
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Implement a pay-for-performance culture that recognizes superior performance. ▄▄
Ensure that senior management builds trust with employees by being honest and forthright in their communications, and by being available and approachable.
How to Improve Employee Engagement
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Provide opportunities for employees to work cooperatively and collaboratively.
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Provide employees with an understanding of how their jobs fit in with the overall organization and how their work contributes to organizational goals.
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Ensure the right employees are placed in the right roles at the right levels.
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Ensure that employees have opportunities for promotion and career advancement, and that those opportunities are communicated to them.
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Foster effective communications throughout the organization; where possible, ensure that employees are kept in the loop with regard to organizational changes and developments which would likely affect them.
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Provide training to managers and supervisors on how they can gain the trust of their employees. ▄▄
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Provide proper context for performance management; let employees know what is expected of them.
Ensure that health, safety and ergonomic concerns
July, 2011
Provide a safe and secure work environment.
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HUMAN RESOURCES
CLASSIFIEDS NEWS EDITOR
The Northern Life seeks a news editor to join their team in Sudbury, Ontario. The news editor will co-ordinate with the managing editor to publish news stories, photos and video for the award winning newspaper, nationally acclaimed web site and video news portal. The ideal candidate has 5 years experience as an editor with significant online experience, impeccable grammar and communication skills, and experience with pagination/layout. Multimedia savvy is a must, as are sharp skills in handling SEO and social media. Competitive salary.
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Ensure that employees have reasonable demands placed on them. ▄▄
Involve employees in the decision-making process wherever possible. ▄▄
Cascade clearly defined organizational goals to all employees; allow them to participate in the setting of their own goals and objectives. ▄▄
Ensure proper work-life balance.
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Develop policies dealing with a respective workplace and ensure those policies are enforced; do not tolerate bullying and harassment of any kind.
This position is located in Sudbury. This is largely an officebased job, however travel may be required. Irregular business hours may apply.
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Provide constructive feedback to employees regarding their performance.
Interested candidates may email their resumes to:
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Provide employees with as much freedom as possible to determine how they complete their work. ▄▄
Wendy Bird, Managing Editor Sudbury Northern Life wbird@northernlife.ca
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Deadline: July 31
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MEMBER SERVICES COORDINATOR
Provide learning and development opportunities wherever possible. Demonstrate compassion and provide emotional support during difficult times. Conduct regular employee engagement surveys and report on their results in a transparent manner; develop meaningful action items in relation to areas of concern and take concrete steps towards implementing the required changes.
Full-time position available in August for a self-motivated individual, capable of juggling multiple projects and deadlines at the Ontario Community Newspapers Association (OCNA). Primary responsibilities include communications with member newspapers (editor/writer of monthly newsletter, content and maintenance of association web sites and other communication vehicles), design and production of association promotions, coordination of programs and services, including various awards programs, events, press cards, etc. You will be the front line contact for the association with community newspaper professionals across the province seeking information about our programs and services.
TWOGREYSUITS’ HR Power Centre and HR Hot Line is a one-of-a-kind product specifically designed to get you the answers you need fast, in hundreds of different HR situations. Signing up is simple and free. OCNA member newspapers can call us today at 1-888-661-9234 or sign up here: http://www.twogreysuits. com/register.asp?assc=AG6EWD62IRDC8BR56GH1DSWO2D3YJ87Z
Knowledge of InDesign, Photoshop, Microsoft products required. Knowledge of HTML an asset.
Why wait? Don’t let important people management issues go unresolved when you can deal with them today.
Office is in Burlington, Ontario. OCNA is a non-profit industry association representing more than 300 weekly community newspapers. Salary, benefits, pension plan. Send resumes to hr@ocna.org. Preferred start date, August 2, 2011.
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July, 2011
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TECHNOLOGY
INDESIGN TOOL BENEFITS SMALLER PAPERS LOOKING TO BEEF UP THEIR WEBSITES BY KEVIN SLIMP INSTITUTE OF NEWSPAPER TECHNOLOGY ▄▄
Over the past few weeks, my mailbox has been filled with new and updated software from several well-known and not so wellknow vendors. Products like Adobe Creative Suite 5.5, QuarkXPress 9 and MultiAd Creator Express have been making headlines over the past couple of months. That makes it hard on a guy who does reviews for a living. It’s impossible to learn all of the software quickly enough to make a thorough review in just a few hours. So I create a stack. The stack on my desk is pretty deep right now.
The software is downloaded and placed in the InDesign Scripts folder. That’s all the installation needed. ▄▄
Setup is included in the price. When a customer orders ANT, the layout of the site is done for them. With the customer’s input and approval, of course. ▄▄
Users control everything when populating a Website. Placement, schedule and more is set up right from the InDesign page. ▄▄
Ads can be pointed to different pages. For instance, an ad for a car dealership might be pointed to the Sports and Local News pages.
With that in mind, here are some thoughts on those big-name products, all of which I’ve used but haven’t taken the time to do full blown reviews:
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Videos, Flash files and other ads can be placed in various areas at no additional cost.
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Creative Suite 5.5: If you do a lot of work in Website development, ads, or videos for the Web, get it.
The cost for ANT is $100 per month. There are no setup fees, contracts or hidden costs. Included in this price are templates, plug-ins, hosting, support, video module and more.
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QuarkXPress 9: A major upgrade with lots of nice features. I still like InDesign more, but if you’re sticking with XPress, this upgrade is worth the money. ▄▄
Creator Express: It’s only $30. If you’re a Mac user, what do you have to lose? With that out of the way (Don’t worry. I plan to do full-blown reviews of CS5.5 and QuarkXPress 9 in the near future), let’s turn our attention to a new software product that has the potential to be a valuable tool for small newspapers who have yet to create an online presence or who are looking for an easier method to get their news online. Atomic News Tools (ANT) is a set of scripts for InDesign that takes the stories, photos and ads straight from the InDesign page to the newspaper Website with the click of a button. Before getting into the details, understand that this is an easy and affordable solution for small newspapers that have been avoiding creating a Website because of time, expense or staff to get the paper online. Basically, ANT is made up of scripts that allow items from the InDesign page to be uploaded directly to a Web-site with the click of a button in InDesign CS3 - CS5.5. “Adslinger” allows users to create, schedule, position and upload ads directly from InDesign to the Web page. “NuzBot” makes populating the news area of the Website as simple as clicking a few buttons while you design the print edition of the newspaper in InDesign. Going into detail about ANT would take more than the space I have for this column. But let me share a few snippets:
July, 2011
From the page to the web.
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TECHNOLOGY Here’s what I like about ANT. For newspapers that have yet to create a Website, there’s no longer an excuse. If you already use Adobe InDesign CS3, CS4 or CS5, you can begin using ANT almost immediately. There is no contract or setup fee, so the risk is minimal. The $100 monthly cost includes hosting. This means you don’t pay an extra fee for a company to host your site.
it occurs to me that smaller daily and weekly newspapers are spending more time and money planning for the future. There are many theories ranging from “Newspapers resisted spending money on capital and staff during the past few years due to fears about the future and now feel a need to play catch up” to “We finally realized we (newspapers) aren’t dying, so we’d better start preparing for our future.”
For newspapers that are looking for an alternative to the way they’re already creating their Websites, ANT is an option worthy of consideration. I would estimate that half the newspapers I visit tell me they’re looking for an alternative to the way they’re currently creating their Websites. If you’re one of those, here is an alternative.
This has been the busiest summer I’ve had with newspapers all over the U.S. and Canada calling for on-site consulting and training. In most instances, these papers are preparing for major upgrades and want to get advice and training in advance. Whatever the reason, I’m glad to see that many papers are no longer holding their collective breath and are planning for the future.
Atomic News Tools isn’t the answer for a large daily newspaper. But if you are a smaller paper, this just may be what you’ve been waiting for. Learn more about Atomic News Tools by visiting atomicnewstools.com.
KEVIN SLIMP serves as the director of the Institute of Newspaper Technology. He is a faculty member of the University of Tennessee College of Communication and Information and makes his home in Knoxville, Tennessee. Kevin’s insight on technology is highly sought after at various industry events across North America. www.kevinslimp.com
Smaller Newspapers Spending Money and Energy Planning for Future
I haven’t done any type of serious research on the subject, but
CONNECT TO READERS USING MOBILE TECHNOLOGY BY ANNE LANNAN OCNA Home plus, a grocery store chain in South Korea, found themselves ranked as the second store in the market. They wondered, even though they have fewer stores than the first ranked Grocery shopping with a smartphone. Watch the video chain, could they on Youtube. increase marketshare.
The results: the number of registered users jumped by 76 per cent and online sales increased by 130 per cent. This is another example of how businesses are successfully adapting new technology to better serve the needs of their customers – and to ensure their success. They have not changed their core function. A Community Newspaper’s main role is to be the leading source of news and information in their community. This has not changed over the years, even though our means of distribution continues to evolve with technology. Just as the grocery store doesn’t have to get its customers inside its building to serve their needs, community newspapers no longer have to communicate solely on newsprint to do its job of serving its readers and advertisers. It is the urgency of which we need to adapt that is critical.
Their team studied the habits of South Koreans and realized how much time they spend working; shopping was a chore. So Home plus set up a virtual store in a subway station where the photos on the wall looked exactly like an aisle in the grocery store. Commuters simply used their smart phones to scan the QR codes on items to add the items to their shopping carts. Groceries were then delivered to their homes soon after they did. July, 2011
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TECHNOLOGY comScore Canada released its latest data on the use of mobile devices in Canada in June and the numbers are staggering. In March 2011, 6.6 million people in Canada (aged 13+) owned smartphones, which represents one-third of the total mobile audience, estimated at 24.7 million users.
Jeffrey Litvack, Manager of Global Product Development, The Associated Press, suggests that there are three keys to a successful mobile campaign: ▄▄
High-visibility placement: He said that in general, top ads work better than bottom ads.
Smartphone ownership in Canada has increased by 50 per cent from the Spring of 2010 to the Spring of 2011. RIM was the leading mobile smartphone operating system with 42.0 percent share of Canadian smartphone subscribers. Apple ranked second with 31.0 percent share, followed by Google with 12.2 percent, Symbian with 6.4 percent share and Microsoft with 5.1 percent share.
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Mobile page: After the ad is clicked, advertisers cannot just serve up a web page. It must be a mobile-specific page. ▄▄
Easy next step: Advertisers must have “click to call,” a “click to map,” and/or a “click to action,” where coupons can be delivered directly through text message.
Litvack indicates that mobile will soon embrace geo-aware ads (e.g., consumers search ads based on their location or ads pushed to consumers mobile when they are near a particular store/location).
Select Mobile Behaviours in Canada (March 2011) Total Canada Mobile Audience Ages 13+ Source: comScore MobiLens
Mobile offers
Share of Mobile Subscribers
Total Mobile Subscribers: 13+ yrs Sent text message Took photos Used application Accessed news and information Used browser Used email (work or personal) Played games Accessed social networking site or blog Accessed weather Used major instant messaging service Accessed search Captured video Listened to music on mobile phone Accessed maps Accessed sports information Accessed entertainment news Accessed movie information Accessed bank accounts Accessed restaurant information Accessed financial news or stock quotes
“Your cell phone is much closer to your wallet than your PC,” Jim Buckley, Director of Digital Business Development, Valpak (which offers coupon delivery through various media). He highlights the attractiveness of mobile and notes that there are differences in consumers’ coupon redemptive behaviour as related to print, online and mobile coupons. Buckley states that the direct mail industry reports a 1% print redemption rate and a 10% to 13% for online coupons. With mobile coupons, Buckley notes the rate can reach north of 20%. Further, Valpak’s redemption on the iPad is 6% to 8% higher than other mobile devices.
100.0% 64.5% 48.9% 40.6% 35.2% 32.7% 29.7% 27.3% 25.4%
According to the Canadian Wireless Telecommunications Association (CWTA), Canada’s wireless industry contributed $41.2 billion to the Canadian economy in 2009. Commissioned by CWTA, the study determined the wireless sector contributed more than $17.2 billion in terms of direct contribution to the GDP through the sale of goods and services; an additional $14.98 billion due to the economic flow through to contributing suppliers in the supply chain; and more than $9 billion in consumer surplus – the additional benefit or satisfaction that consumers receive from wireless services, above and beyond what they pay for the services.
22.9% 21.1% 21.1% 20.3% 19.0% 17.5% 13.1% 13.0% 12.0% 11.1% 9.8% 9.4%
ANNE LANNAN is the Executive Director of the Ontario Community Newspapers Association. With over 25 years of industry experience under her belt, Anne is more than well-equipped to lead the OCNA team in assisting our 300+ member newspapers with any questions or concerns they may have.
Source: http://www.comscore.com/Press_Events/Press_Releases/2011/6/comScore_Launches_Mobile_Measurement_in_Canada July, 2011
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LOOKING FOR 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.
PRESS CARD
PRESS CARD
This certifies the individual identified has been awarded Press Credentials by the Publisher of this newspaper, and is to be used for identification purposes.
DON MACLEOD Kawartha Lakes/North Durham CAPS News 905-985-9755 201 North St. Port Perry ON L9L 1B7
2010
Publisher
2010
MARK This newspaper on the reverse side RIBBLE is, as of date of issue, a member in good standing Reporter of the Ontario Community Newspapers Leamington Post Association (OCNA) www.ocna.org.
2 0 11
2 0 11
This certifies the individual identified has been awarded Press Credentials by the Publisher of this newspaper, and is to be used for identification purposes.
905-871-3100
450 Garrison Unit 1 Dec. 1,Rd. 2010 Fort Erie ON L2A 1N2 Anne Lannan, Exec. Director Date
Fort Erie Times 905-871-3100 450 Garrison Rd. Unit 1 Fort Erie ON L2A 1N2
2010
ANILside JHALLI This newspaper on the reverse is, as of date of issue, a member in good/ standing Editor Reporter of the Ontario Community Newspapers Ottawa, The Now EMC Association (OCNA) www.ocna.org.
Editor
613-688-1491 57 Auriga Dr. Suite 103 2010 OttawaOct. ON 1, K2E 8B2
Anne Lannan, Exec. Director ONE CALL, 6 MILLION+ READERS
Date
2010
KRIS DUBÉ
2010
2010
PRESS CARD PRESS CARD Contact Carla Alexander orThis callcertifies This certifies the individual identifiedat hasc.alexander@ocna.org been awarded the individual identified has been awarded Press Credentialsx239 by the Publisher of this newspaper, Press Credentials by the Publisher of this newspaper, 906-639-8720 for a Publisher’s Authorization Form and and is to be used for identification purposes. and is to be used for identification purposes. instructions on how to send photos.
PRESS CARD The Power to Reach just got better PRESS CARDwith This certifies the individual identified has been awarded
Anne Lannan, Exec. Director Date Ad*Reach is a One Stop Source of Community Newspaper Information helping advertisers reach over 6 million readers with…
2010
5635 Brenchley Ave.
1,ON 2010 is providing all new advertisers with a full colour rate atOct. no additional cost.* Mississauga L5V 2H3
PRESS CARD
Volume Discounts Speed of Service This certifies the individual identified has been awarded One Call, One Invoice Research Press Credentials by the Publisher of this newspaper, Flighting of Materialand is to be Custom Mapping used for identification purposes.
Ad*Reach decades of experience that help usThis understand the characteristics ofside over 300 FAISALhas MAHMOOD LOU PIACENTINI newspaper on the reverse is, ascommunity Our insight will make you of secure knowledge andin your job easier. Contacting dateinofour issue, a member good standing Editor newspapers. Social Affairs Web Content Editor dozens of newspapers and waiting for quotes is not use Community of your time.Newspapers Just provide us with your of efficient the Ontario Toronto Sunday targetTimes demographic and the Ad*ReachAssociation team will step in to let you moveCommunity on to other tasks. (OCNA) www.ocna.org. Toronto News, Mirror Newspapers 905-276-4048 5635 Brenchley Ave. Mississauga ON L5V 2H3
Best of all this416-493-4400 is a FREE service. Oct. 1, 2010
Ave. 2nd Floor See our Interactive Media100 KitTempo at www.adreach.ca Anne Lannan, Exec. Director Date Toronto ON M2H 2N8
2010
57 Auriga Dr. Suite 103 Ad*Reach Ottawa ON K2E 8B2
2010
2010
2010
of the Ontario increases Community Newspapersby up to 34%* Recent studies show that using colour in print advertising the effectiveness Ottawa, The Now EMC Association (OCNA) www.ocna.org. SundayisTimes Making your community newspaper advertising work harder for you isToronto what Ad*Reach all about. 613-688-1491 905-276-4048 To demonstrate the effectiveness of colour in print advertising…
PRESS CARD
July, 2011
ROBINA NAZ This newspaper on the reverse side is, as
of getting date ofthe issue, member in good standing Editor / Reporter Editor Political Affairs We have some POWERFUL news about mostafrom community newspaper advertising.
This certifies the individual identified has been awarded Press Credentials by the Publisher of this newspaper, and is to be used for identification purposes.
June 2011
FREE COLOUR 2010
DESMOND DEVOY
Press Credentials by the Publisher of this newspaper, and is to be used for identification purposes.
2010
2010
This certifies the individual identified has been awarded Press Credentials by the Publisher of this newspaper, and is to be used for identification purposes.
*Visit www.adreach.ca for more FREE Colour details or call us at 1 800 387 7982 ext 228
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ADVERTISING
AGENCY CULTURE AND MEDIA BUYING BY TED BREWER AD*REACH Though you may think that buying an ad in a local community newspaper would be quite straight-forward, when a national advertiser is looking at the entire country, it gets quite overwhelming very quickly. In order to develop a message and to weed through all the possible media options in each market they employ agencies to do it for them. This in itself adds considerable complexity to the process.
best place to focus energy in these types of campaigns is early in the Agency Planning Cycle. If we aren’t on the radar at this stage, we simply won’t be there. We have to maintain current contacts and relationships, but the primary means to achieve this is by providing comprehensive planning tools which make choosing Community Media easier, not more complex. Remember a media agency considering Community Newspapers as a part of a National Campaign starts with a long list of more than 800 options to choose from. Any single point of contact that can aggregate and organize all that information in a usable way makes the planning and fine tuning of any newspaper plan much more palatable to the media buyer.
From a sales perspective, this complexity can be frustrating, especially when the communications contacts and media buying contacts change frequently. It is understandable how it could come to pass that a campaign that gets executed in the end could look less than perfect as the plan gets passed back and forth and adjusted to accommodate changing points of view by a changing cast of stakeholders.
This is exactly why OCNA has invested heavily in just such tools for Ad*Reach so planning fifty papers is just as straight-forward as planning a few. Our interactive tools make it easy for the Junior Media Assistant tasked with wading through the vague directions of a client or the overwhelming directions of their Media Executive to pull together an impossible amount of information quickly.
As much as the Ad*Reach team wishes we could exert more control over the buying plan, many times there are very limited touch-points within the process where we can exert real influence over the final product. There are generally four phases of the campaign cycle: ▄▄
Client Project Cycle
▄▄
Agency Planning Cycle
▄▄
Media Execution
▄▄
Review and Reconciliation.
The Ad*Reach Interactive Media Kit provides agencies with access to data about more than 300 Ontario Community Newspapers. It’s all there, be it rates for ROP, classifieds or inserts; mechanical specifications; postal codes; communities served; special sections; market by market demographic information; and newspaper footprint maps. New multiple mapping features will be added in the next few weeks.
Within each of these phases there may be many steps, some of which are repeated many times. (See flow chart on opposite page).
We have always prided ourselves on our ability to provide detailed data quickly upon request, but our online tools also allow the planners to search for information themselves, manipulate their lists, and export it to their own computers - all accessible online whenever they need it. Quick turnaround allows decisions or changes to be implemented and not be influenced by stakeholder changes. All this, coupled with additional socioeconomic data, mapping functions, and the guidance of our professional staff, Ad*Reach continues to serve our member newspapers well on the national advertising scene.
Figuring out where, as a sales and marketing organization, to inject itself to the best effect can be a real challenge. As shown in the flow chart, there are really only three major points of contact available. At the Plan Scope point in the Agency Planning cycle, at the Booking point of the Plan Execution phase, and at the end of the Review and Reconciliation phase. It is quite obvious that comments made when bookings arrive, or after the campaign has been completed, will have little or no effect on generating more ad revenue into our Community Newspapers for that campaign. We may be able to correct errors or highlight limited, glaring omissions, but the overall plan has been revisited many times at that point and the inertia available to start over is in short supply.
TED BREWER is a National Accounts Manager for Ad*Reach, the sales and advertising arm of the Ontario Community Newspapers Association. Since joining OCNA and Ad*Reach in 2007, Ted has sold hundreds of thousands of dollars worth of advertisements in OCNA’s member newspapers.
For Community Newspapers to get their due consideration, the July, 2011
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ADVERTISING National Advertiser's Management Team Business Need Identified
National Advertiser's Communications Team
Agency
Media
Communications plan developed, tools and tactics identified
Agency Contacted
Agency Develops Plan Agency Develops Plan Media for plan is scoped Agency finalizes plan for presentation Agency presents recommendations
Company evaluates advertising and communications against criterion
This portion of the process could be repeated many times
If tweaks are needed, the plan goes back to the Agency for revamp eventually Revamped is finalized Agencyplan finalizes plan for presentation Plan is executed
Media bookings made
Invoices and tearsheets generated for the agency
Execution evaluated
Final report made to the client Financial reconciliation
July, 2011
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ADVERTISING ALERTS: ONTARIO HUMAN RIGHTS COMMISSION ON ADVERTISING FOR EMPLOYMENT AND ACCOMMODATIONS WHAT THE CODE SAYS
Ontario’s Human Rights Code prohibits discrimination in housing based on 14 grounds: ▄▄
family status
▄▄
marital status
▄▄
age
▄▄
receipt of public assistance
▄▄
sexual orientation
▄▄
sex (incl. gender identity and pregnancy)
▄▄
disability
▄▄
race
colour
▄▄
ancestry
citizenship
▄▄
ethnic origin
place of origin
▄▄
creed (religion)
▄▄ ▄▄ ▄▄
The Code protects freedom of expression of opinion. However, Part 1 and section 13.(1) of the Code say it is discriminatory for a person to publish or display any notice that shows the intention of the person to infringe a right. For example, it is discriminatory for a landlord to place an ad that says things like: ▄▄
No children
▄▄
Must have working income/provide proof of employment ▄▄
No Ontario Works or ODSP [Ontario Disability Support Program] ▄▄
Single tenant only
These statements suggest that some people will not be allowed to rent a property because of their family status (having children), marital status (having a spouse or partner), because they receive public assistance, or indirectly, based on age (such as retirement vs. working income) or disability (receipt of ODSP). Other ads include statements that may reflect a landlord’s honest efforts to attract people they believe would be most interested in the rental unit. For example: ▄▄
Ideal for quiet couple or professional single
▄▄
Perfect for female student
Even if these landlords don’t intend to discriminate, the ads suggest that some people – families, people who receive social assistance, men or older people – may be screened out. If you publish a discriminatory ad, you may risk getting a human rights complaint from a member of the public. Our
hope is that you will consider taking some simple steps and follow best practices to prevent the publication of ads that could create problems in your community.
RESOURCES AND BEST PRACTICES
The OHRC and our partners in the rental housing sector have sent a letter to websites letting them know about human rights in housing and discriminatory online housing ads, and describing some best practices. We have also created an online fact sheet on how to write a non-discriminatory housing ad. Our fact sheets for tenants and landlords, and Policy on Human Rights and Rental Housing may also be helpful. Here are some suggestions for best practices for rental housing print ads: Add a non-discrimination clause to hard copy or online forms by which landlords place ads, listing the prohibited grounds of discrimination under the Code If you have online information describing how to place an ad with your paper, include a link to the OHRC fact sheet on writing non-discriminatory housing ads Have staff who deal with ads read the OHRC fact sheet, so they can better identify and address discriminatory ads before they go to print Print a statement on your classifieds page(s) about discriminatory ads, advising readers to contact you if they have a concern Ensure that staff who handle complaints from the public are aware of the issue so they can respond appropriately to related complaints. Also, if your publication has both print and online classified housing ads, then all of the suggestions for housing websites would be relevant to the online aspect of your operations. Print and online publishers have been strong partners in advancing human rights in Ontario and across Canada. We hope you will see the value of this work, and of joining the shared effort to eliminate discrimination in rental housing. Please contact us for more information or assistance. Contact Jacquelin Pegg, Inquiry Analyst with the OHRC, by telephone at 416-326-9501 or by e-mail at Jacquelin. Pegg@ohrc.on.ca for more information. Further details also available on the OHRC website: http://www.ohrc. on.ca/en/issues/housing/medialetter
DESIGN
SIZE THE HEADLINE FIRST - THEN WRITE IT BY ED HENNINGER HENNINGER CONSULTING Editors and page designers are busy people. Often, they’re the same person—and when they’re on deadline, they’re working at breakneck speed.
I was trained to create a hierarchy on the page, with each headline being a bit smaller, a bit lighter, perhaps in fewer lines as they went down the page. I was also taught the approach of giving the page a strong bottom, with a headline a bit larger than those in mid-page (as in the illustration).
That’s why the temptation is strong to make the job faster and easier, looking for shortcuts as they scramble to beat the clock.
That’s how we occasionally end up with a front page lead headline that’s only 36 point—or less.
Page 1 design has changed a lot since then. Now, we see front pages that are occasionally one package...often with a stronger, more designed approach. But if we’re going to give our readers a standard, newsy page 1, we need to give it to them with proper headline hierarchy.
I’ve seen some community newspapers with lead headlines that are two lines of 30 point across three columns. Those headlines fit, but they sure don’t indicate to the reader that he’s reading the most important story in that issue.
That means writing a lead headline in three lines of 60 point that says: Three killed | as van hits | I-75 bridge...and not a two-line 30 point head that says: Three passengers killed | as van hits bridge on I-75.
Often, the next headline down the page will be in 42 point or larger. Why? Because it could be written in fewer words...and it fit.
Yes, the smaller head gives one more piece of information (in a very long word), but it just doesn’t have the impact of the larger headline.
One of those shortcuts is to write a headline then size the headline to fill the space across the top of the package.
Readers expect us to give them a sense of hierarchy on the page. Over the years, they’ve grown to expect that the largest, boldest headline will be on the most important story. Occasionally, a lighter and smaller headline may be placed above the lead story, especially if that headline is the top to a feature package. But the lead headline will clearly dominate the page.
Even on deadline, create the time you need to:
1. Design a page with proper headline hierarchy. 2. Write good headlines that fit the proper size. Give readers strong headlines with every issue and you increase the odds they’ll come back for more.
I first learned to write headlines in...uh...well, let’s just say it was a ED HENNINGER is an independent long time ago. And even then, my A front page with proper headline sizing makes for easier reading. newspaper consultant and the Director instruction was to give the lead of Henninger Consulting, offering comprehensive newspaper design story more punch by using a larger, bolder headline. services and design evaluations at www.henningerconsulting.com.
July, 2011
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NEWSPAPERS CANADA
RESEARCH SHOWS BUYING HABITS: SHOPPING HABITS OF RURAL AND URBAN CANADIANS A STUDY BY NEWSPAPERS CANADA
TRUSTED Ι CONNECTED Ι TARGETED
Newspapers effectively reach Canadians with eight in ten reading in print or online each week. Media planners and advertisers generally target urban Canadians with their newspaper buys and overlook an opportunity: rural Canadians.
2009). And they spend about the same as urban Canadians on other items. Rural Canadians spend more
Average Annual Expenditure Rural
Presented are results from a study undertaken by Newspapers Canada, Shopping Habits of Rural and Urban Canadians to understand the differences between rural and urban markets. Rural markets were defined as those with populations of 10,000 and under. Urban markets were those with populations of over 100,000. This research should assist your sales team in their efforts to secure advertising in neighbouring communities. It is also being used by Ad*Reach for national buys.
Urban
Diff.
Recreational vehicles purchase and $1,291 servicing
$509
+154%
Financial services
$506
$437
+16%
Health care
$2,319
$2,036
+14%
Transportation
$11,101
$9,874
+12%
Rural Canadians spend the same
Rural Canada is home to a substantial seven million people. These rural neighborhoods in Canada are attractive markets that newspapers and their sites effectively reach. This study highlights the power of Canada’s newspapers to reach a market that, in some cases, can not be reached successfully with any other media.
Spending
Average Annual Expenditure Rural
Urban
Diff.
Household operation
$3,444
$3,485
-1%
Food
$7,206
$7,404
-3%
Pet expenses
$848
$887
-4%
Gasoline and other fuels
$161
$155
+4%
Travel time to stores
Rural Canadians spending patterns are somewhat different than urban Canadians. Rural Canadians spend more than urban Canadians on some products and services (Statistics Canada,
To get to most retail outlets, rural residents are required to travel longer than their urban counterparts!
CANADA PERIODICAL FUND: AID TO PUBLISHERS UPDATE Newspapers Canada has received clarification from Canadian Heritage on the status of payments for the Aid to Publishers component of the Canada Periodical Fund (CPF). Newspaper publishers will receive payments in two instalments: The first, representing 80% of total funding, will be made in August of this year, while the second, covering the remaining 20%, will be made in January, 2012. During the previous funding cycle, publishers received cheques covering the full amount in June or July. On June 9, CPF director Ramzi Saad had informed delegates at the MagNet conference of the same 80/20 payment plan for magazines. Newspapers Canada will continue to update members with information as it becomes available via email and online at www.newspaperscanada.ca. If you have any questions or concerns, please contact Newspapers Canada’s Chief Executive Officer John Hinds at jhinds@ newspaperscanada.ca
July, 2011
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NEWSPAPERS CANADA Rural Canadians travel longer to:
CLASSIFIEDS
Avg. Time Taken to Get to Store Rural
Urban
Car Dealership
46min (77 km) 28min (23 km)
Electronics Store
41min (68 km) 23min (19 km)
Shoe Store
50min (83 km) 25min (21 km)
National Department Store
57min (95 km)
26min (22 km)
Local Department Store
34min (57 km)
24min (20 km)
Clothing Store/Boutique
49min (82 km)
25min (21 km)
Supermarket
30min (50 km)
20min (17 km)
<<< continued from pg. 7
REPORTER/PHOTOGRAPHER
The Echo, Manitouwadgeâ&#x20AC;&#x2122;s leading community newspaper, currently has an opening for the following position:
Home Improvement / Hardware 29 min. (48 km) 21min (18 km) Store Discount Store
47 min. (78 km) 26min (22 km)
* To provide an estimate for distance, 50 km/hr used for urban and 100 km/hr used for rural
For other retail categories, the drugstore/pharmacy, local grocer and bank/financial institution, the travel time was about the same in both urban and rural markets - approximately 20 minutes in each case.
Please reply in writing to:
Visit stores more often
Rural Canadians have different needs and lifestyles than those in urban centres. Based on this, rural Canadians visit some store types more frequently than do those in urban areas. And other store types are visited equally often by people in rural and urban areas. Rural Canadians visit more
Avg. Number of Visits
Visited 3+ Times
Rural
Urban
Rural
Urban
Car Dealership - excl. regular service (in a year)
1.1
0.8
13%
7%
Local Department Store (in 3 months)
2.5
2.2
48%
38%
Local Grocer (in one month)
2.9
2.1
56%
37%
Home Improvement / Hardware Store (in one 1.5 month)
1.1
18%
8%
Discount Stores (in a month)
2.1
1.9
33%
28%
Rural Canadians visit equally often
Avg. Number of Visits
Visited 3+ Times
Rural
Urban
Rural
Urban
Electronics Store (in 3 months)
1.8
1.7
26%
22%
Shoe Store (in 3 months)
1.3
1.4
14%
15%
National Department Store (in 3 months)
1.9
2.1
30%
34%
Clothing Store/Boutique (in 3 months)
1.8
1.8
27%
28%
Drug Store/ Pharmacy (in one month)
2.5
2.6
42%
45%
Supermarket (in one month)
3.7
3.8
80%
81%
Bank/Financial Institution (in one month)
2.3
2.3
37%
39%
Study Design: An online study of 800 Canadians was undertaken by Totum Research on behalf of Newspapers Canada, Adults 18+; Balanced by age, gender and community size: rural = populations <10,000, urban = populations >100,000); February 2011. For further industry information, go to www.newspaperscanada.ca
July, 2011
A general reporter/photographer required to cover municipal councils, politics, sports, community news and events, feature stories. Must be proficient with computers and digital photography. Requires evening and weekend availability. Must have own vehicle.
17
Manitouwadge Echo P.O. Box 550 Hallmarket Square, Unit 8 Manitouwadge, ON P0T 2C0 Or email: info@theecho.ca While we thank all applicants for their interest, only those selected for an interview will be contacted. Call 905-639-8720 ext. 228 to post your own ad here.
Your ad could appear in the next edition of NewsClips! Email us for more info:
newsclips@ocna.org www.ocna.org
PHOTO GALLERY OCNAâ&#x20AC;&#x2122;s 2011 Spring Convention was held on May 12-14 at the Marriott Gateway on the Falls in Niagara Falls. Delegates participated in a host of independent publisher sessions, a Meet the Provincial Party Leaders session and technology seminars featuring Kevin Slimp.
In 2012 OCNA will be partnering with Newspapers Canada for our next annual Convention to be held April 25 - 29 at the Fairmont Royal York Hotel in the heart of downtown Toronto. Visit www. inkandbeyond.ca for more info. Want your photos to be featured in our next edition? Send your images to: newsclips@ocna.org.
WWW.OCNA.ORG . INFO@OCNA.ORG