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JANUARY 2013

TWO OCNA MEMBERS HONOURED WITH QUEEN’S DIAMOND JUBILEE MEDALS TC Media Cornwall’s General Manager Rick Shaver and Scugog Standard Managing Editor and Publisher Rik Davie were both recognized for their achievements last month as they were presented with Queen Elizabeth II Diamond Dubilee Medals. “I’m so proud, humbled to be amongst the recipients from our community,” said Stormont-Dundas-South Glengarry MP Guy Lauzon, who presented Shaver his medal and certificate during a formal ceremony on December 9, 2012. “People are volunteering; people are giving of their money, of their time, day after day, after day, for the good causes in our community. We are blessed in this riding with the most incredible citizens you can imagine.” He said. Davie received his medal from Captain Rob Evans of the Royal Canadian Rick Shaver (left) receives his Diamond Jubilee Medal Cadet Corp on behalf of the Vimy Foundation at a performance of Warhorse from Stormont-Dundas-South Glengarry MP Guy Lauzon (right). in Toronto in December. The award was created to mark the 2012 celebrations of the 60th anniversary of Queen Elizabeth’s ascension to the throne as Queen of Canada, and given for significant contributions and achievements by Canadians. To be eligible, nominees were required to be Canadian citizens or residents and to have made a significant contribution to a particular community in Canada, or to have had significant achievement abroad that brings credit to the country. Davie received the award, in part, as a result of his stories and support for the student education trips to Vimy France and Juno Beach on the anniversary of the D-Day landings and his contining support of veterans’ issues. Shaver, also an OCNA board member, was recognized as an active leader in local business community, a member of the Kinsmen Club of Cornwall as well as his volunteer work and fundraising efforts for many other associations, charitable organizations and community events while working at Seaway News the past 27 years.

WHAT’S INSIDE:

LOONEY FOR ONLINE MEDIA Digital Media Tax Credit

See Page 3

Rick Davie (left) receives his Diamond Jubilee Medal from Captain Rob Evans of the Royal Canadian Cadet Corp (right).

2012 JUNIOR CITIZEN RECIPIENTS

THE DANGERS OF SOCIAL NETWORKING

The top 12 finalists announced

Ground rules for personal postings

See Page 8

See Page 14

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


INDUSTRY NEWS

STAND UP AND BE HEARD BY ANNE LANNAN OCNA EXECUTIVE DIRECTOR

We’re still talking about the image of our industry and how negative publicity will continue to impact our business. This was the topic of discussion by the board of directors at its recent meeting as they are concerned about ways to accentuate the positive story for community newspapers at both the local and national levels. The most recent example of this publicity was the 60 Minute segment in which Morley Safer talked about the death of the newspaper business while delving into the changes at the New Orleans Times-Picayune. The 175 year old daily changed its frequency to 3x week.

NEWSCLIPS VOLUME 02, ISSUE 05 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

Mike Mount

FIRST VP INTERIM

Rick Shaver

SECOND VP

Gordon Cameron

SECRETARY/ TREASURER

Dave Harvey

PAST PRESIDENT

Don MacLeod

DIRECTORS

Dave Adsett Andrea DeMeer Abbas Homayed Ray Stanton John Willems

Safer didn’t delve into the two of the biggest story lines – why is the daily’s circulation and ad revenue decreasing by 8-10 per cent a year and why, as illustrated by the individual’s comments made, are newspapers so important to a vibrant and connected community? Throughout the piece he and people from New Orleans said things like the paper is a venerable institution, a beacon of civic solidarity, creates a sense of community, civic watchdog, the more robust the press-the better everybody is. A newspaper is a business that needs to pay for quality journalism with advertising dollars. They go hand in hand. The community may feel ownership of ‘their newspaper’, and that is wonderful, but the community needs to support the business so the business can support the community. “When it comes to newspapers, there are two cousins – large metro dailies and community newspapers,” writes Cheryl Wormley, publisher of The Woodstock (Ill.) Independent and president of the International Society of Weekly Newspaper Editors. “The latter includes weeklies and small dailies (publishing three or fewer days a week). Safer as well as reporters and broadcasters from media giants across the United States and around the world owe it to the public – and to community Continued on Page 5 >>>

IN THIS ISSUE...

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

04 .....................LONG-TIME METROLAND PUBLISHER RETIRES 07 ...........................................OCNA’S FALL WEBINAR SCHEDULE 08 ...............................................................2012 JUNIOR CITIZENS 10 ...........................60 MINUTES TACKLES THE TIME-PICAYUNE 13 ...............................................CAPTURING THE LOCAL ANGLE 14 ...............................THE DANGERS OF SOCIAL NETWORKING 15 .......BRAND ALIGNMENT INFLUENCES BUS. NEGOTIATIONS

We’ve Moved! Our new address is: 3228 South Service Rd. Suite 116 Burlington, ON L7N 3H8 Please update your records accordingly.

19 ..................................................WORKING WITH AD AGENCIES January 2013

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ASSOCIATION NEWS

LOONEY FOR ONLINE MEDIA

MEMBER NEWS

ERNST & YOUNG

What is the Digital Media Tax Credit?

It’s a refundable tax credit, which means cash for your business regardless of your taxable position. The credit is based on Ontario labour expenditures and eligible marketing and distribution expenditures claimed by a qualifying corporation with respect to eligible online products.

How is it applicable to the publishing industry?

The credit rewards companies for creating digital content in Ontario that is available to individuals. In the case of publishing companies, web sites developed in Ontario that display online editions of newspapers, magazines or digest articles are eligible for this tax credit. This means the time spent to write and publish articles, as well as time spent to format and upload articles and design web content, can be claimed as eligible expenses under the program.

How much can you get back?

STAFF CHANGES AT THE WATFORD GUIDE-ADVOVATE Former editor at the Guide-Advocate, Stephanie Catrysse, who was on maternity leave last year, has decided to pursue other opportunities and Jackie Rombouts has accepted the position as full time editor/photographer/writer for the paper. Jackie held the position in Stephanie’s absence and is looking forward to continuing to provide the community of Watford with their local news.

CLASSIFIED AD

The interactive digital media credit is a 40% cash refund of the qualifying expenditures incurred after March 23, 2006 by a qualifying corporation to create eligible products in Ontario. Claims can go back 3 years, or specifically 37 months from the deemed web site launch date. The launch date can be strategically chosen to maximize returns.

PUBLISHER-TRAINEE WANTED

There is no limit on the amount of eligible labour expenditures and no perproject or annual corporate limits on the amount of the interactive digital media tax credit. Eligible marketing and distribution expenses can be included up to $100,000 per eligible product.

The community-owned publishing company seeks a dedicated person with editorial or sales experience to train to replace the founding publisher. Located in southwestern Ontario, 20 minutes from the sands of Lake Huron, they operate a community newspaper serving two villages of 1,000 each, a farm magazine of 13,000 circulation and a tourist publication. Send a letter of introduction and resume to:

How Ernst & Young can help?

The interactive digital media credit is a relatively new tax credit, so there are no policy papers, information circulars or jurisprudence tools available. In addition, there is no formal appeals process if the Ontario Media Development Corporation rejects your application. Our team has experience working with numerous publishing companies across Ontario in preparing and defending these claims, and we know the reviewers. We’ve helped recover over $10 million in refund for these companies, and are currently looking to help more publishing companies recover their growing expenses. It is important to file with experience. Allow us to set up a time to meet with you and your team to go over how we can maximize your refund. For further questions or to find out if your company qualifies, please contact Ernst & Young at 905-882-2992 or kathrene.duque@ca.ey.com.

January 2013

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North Huron Publishing Company Inc.

Keith Roulston President, North Huron Publishing Company Inc. P.O. Box 429 Blyth, ON N0M 1H0, call 519-523-4792 or e-mail editor@stopsalonglakehuron.com

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ASSOCIATION NEWS

METROLAND PUBLISHER RETIRES AFTER 40-YEAR CAREER BY PAM DOUGLAS, BRAMPTON GUARDIAN

There have been many accomplishments over Ken Nugent’s 40-year career with Metroland, a career he pretty much fell into when he ‘temporarily’ took a job as an advertising sales representative with the Mississauga News in 1973.

He dove in, learning all aspects of the business, everything from finances to libel. He even wrote columns. Nugent was offered the job as publisher of the Brampton Guardian in 1991, and he saw it as a chance to work closer to his home in Mississauga.

At the end December, he retired from his post as publisher of Metroland’s flagship Peel Division that includes the Mississauga News and the Brampton Guardian, two of the largest community newspapers in the country.

Before long, the Georgetown Independent and Acton Free Press were under his direction, along with the Caledon Enterprise, the Orangeville Banner and many more smaller weeklies, including the most recent purchase of a newspaper in St. Thomas.

All who have worked with Nugent agree he’ll be missed. “Ken has had a very impactful career with Metroland,” said Metroland President Ian Oliver. “He, along with his team, has helped grow our company significantly. Ken has always had a great business sense, a deep interest in editorial content and a passion for community.”

In May 2009, his portfolio expanded to include the Mississauga News, a bit of a homecoming for Nugent and the fulfillment of a dream to be publisher of the paper where he got his start, in the city in which he lives and has raised his four children. Nugent says he will miss the people and the business, and he has enjoyed every minute of it.

It was soon after he arrived in Canada from his native England with little more than a plan to find work in advertising that Nugent first entered the media industry at the Mississauga News, taking a job selling advertising. It wasn’t long before he was running the department, taking over as director of advertising at the News, before moving to the newlyformed corporate sales division. Former company president John Baxter recognized him as publisher material, but once again, it wasn’t a job he aspired to do. “I had no interest in this job at first,” Nugent said. He turned down the first offer, then accepted the appointment as publisher of the Richmond Hill Liberal in 1986. He was 36, and he had found his passion.

GORDON CLAUWS, FORMER OCNA PRESIDENT, PASSES It is unfortunate that we announce the passing of Gordon Clauws, former owner of Leader Publications, based in Dresden. Gord passed away on January 29 in Florida at the age of 71. A former OCNA Board member, Gord served as President of the association in 1984. With his long-time business partner Ted Misselbrook, Clauws founded the North Kent Leader in Dresden in September 1965. Through Leader Publications, the two eventually owned and operated a number of community newspapers in southwestern Ontario, along with farm newspapers in nine counties, a string of seniors’ newspapers phone books. The partners sold the company in 1988. Clauws, who in recent years lived in Chatham, leaves behind his wife Marilyn and their two sons. January 2013

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>>> Continued from Page 2

GOVERNMENT ADVERTISING FOR COMMUNITY NEWSPAPERS newspaper owners and staffers – to perform due diligence to determine which of the newspaper cousins is near death and which is alive. Only then, should they should report their findings. It is the large metro daily newspapers, which make up less than 5 percent of all U.S. newspapers, that are struggling from declines in readership and advertising, printing less often or ceasing publication entirely.”

spent with community newspapers. So many of the elected politicians tell us they support community newspapers for their role of fostering a strong and democratic society, but it seems the support stops there. Last year the Ontario government spent more than $47 million in advertising dollars. Approximately $1 million of that was spent in Ontario’s 300+ community newspapers. According to the Auditor General, more than $13 million was spent online and more than $13 million on television.

A television broadcaster in the US put out a call recently for participants in a new reality show about newspapers and had 150 respond immediately. That concept makes me nervous about what they want to portray.

Sometimes our public service role through our editorial copy can work against us. Foodland Ontario, the ‘buy local’ folks, for example, in 2011 spent approximately $5 in advertising of which zero, zip, ziltch went to ‘local’ newspapers. Don’t need to as they send recipes to the newspapers and get their brand promoted free.

Staying on the topic of advertising, it is very interesting to see that Ontario’s community newspapers have a difficult time convincing our provincial government to support the Fourth Estate. Fewer and fewer of their advertising dollars are being

Call for Nominations to the OCNA Board of Directors The Nominating Committee for the Ontario Community Newspapers Association is seeking qualified members who would be interested in serving on the OCNA Board of Directors for a three-year term. If you are passionate about our industry and want to have a voice in the strategic direction of your association consider putting your name forward for the slate of candidates. Please contact Past President Don MacLeod at 905-435-3947.

January 2013

NOMINATE SOMEONE FOR THE 2012 MARY KNOWLES AWARD The Mary Knowles Award was created by the Ontario Community Newspapers Foundation, the charitable division of OCNA which provides funding for industry and educational endeavours. Mary Knowles was a dedicated newspaper person and active community member who died from breast cancer in 1996. This award recognizes both the contributions of individuals and the intimate connection community newspapers have with their communities. Nominations will be accepted for the 2012 Mary Knowles Award until Friday February 15, 2013. This year’s recipient will be announced at the end of February, and the award will be presented on March 22 at OCNA’s Better Newspaper Awards Gala at the Hilton Garden Inn in Vaughan, Ontario. If you are interest in obtaining a nomination form or for more information please contact Kelly Gorven at k.gorven@ocna.org or 905-639-8720 ext. 239

TORONTO STAR REDESIGNS WEB SITE The Toronto Star recently made some changes to its web site, including a new navigation system intended to be easier on the eyes when using smaller devises like tablets and smartphones. A new feature called MyStar allows readers to customize the site based on their preferences. Visitors can now save articles to read them later. They can also adjust weather and horoscopes to get answers best suited for themselves. In addition, The Toronto Star has added new sections like Your Toronto, Homes, Health & Wellness and Personal Finance. 5

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GREAT TURKEY EXCHANGE FEEDS ALMOST 1,600 PEOPLE Thanks to generous readers of Peterborough This Week, almost 1,600 people had turkey or ham for Christmas dinner. Readers donated 238 main courses to ensure families who could not afford a traditional Christmas meal could still have the experience. On several days, turkeys piled up in the media company's office as a team of volunteers delivered them as fast as they came in. The newspaper office had a Turkey Hotline open all month to take calls and arrange deliveries over a three-week period. Staff tracked how many people were coming to each meal and tallied up that 1,592 people ate donated turkeys and hams. For the first time in the Great Turkey Exchange's four-year history, the donations didn't meet the demand and dozens of families were left on the waiting list. Word has spread through some agency networks that led to more requests than usual, while donations came close to last year's numbers.

Dear CCNA + OCNA members: As a result of CCNA’s lobbying efforts, Canada Post has eliminated the High Demand Route (HDR) premium from Unaddressed Admail, effective January 14, 2013. In 2012, Canada Post had introduced a premium for Unaddressed Admail being delivered on High Demand Routes at a rate of 1.5 cents per piece over and above the standard Admail rate. HDRs were defined as having, on average, 7.5 pieces of Admail per address per week. While the premium itself was problematic for community newspapers, the issue was compounded by the addition of hundreds of rural routes to the list of HDRs. CCNA met with Canada Post in October to protest the HDR premium, expressing the concerns of its members and requesting that Canada Post revisit its decision to charge this premium.

On top of the 17 staff members who delivered, community members Al Davies, John Nice and LeeAnna Bednarek volunteered on the project. Kawartha Food Share also donated freezer space and served as a dropoff spot for meat.

CAN-INDIA NEWS INTRODUCES PERFORATED TAB COVER Can-India News executed a special perforated tab cover for Rogers in December. This is the first time any South Asian community newspaper in Canada has done such a cover.

The notice posted by Canada Post about the elimination indicates that although its Electronic Shipping Tools and Precision Targeter software may still contain references to HDRs, the routes will no longer be displayed and the premium will not be applied. The notice can be viewed at: www.canadapost.ca/notice. January 2013

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OCNA’s Board of Directors is pleased to welcome the new Owners of the Millbrook Times After 15 years, former owners of the Millbrook Times Bev Martin and Cathy Bond decided to sell the paper to Karen Graham in December. Karen will now act as publisher and ad manager and Celia Hunter is the new editor and production manager.

Ceased Publishing:

Brantford, Your Brant Connection (As of January 2013)

TRAINING OCNA’S FALL WEBINAR SCHEDULE: February 13th - Ontario Interactive Media Tax Credit - Christine Tzimika, RDP Associates Inc.

Looking for financial assistance to launch your new or existing digital projects to the next level? Learn how to take advantage of the government funding - Ontario Interactive Digital Media Tax Credit! Christine Tzimika has been the Senior Financial Analyst and Digital Media Tax Credit Specialist at RDP Associates Inc. for the past three years. Her role includes establishing payment eligibility, collecting data and defending claims with CRA.

February 27th – Data Journalism and Visualization – Cheryl Vallender, Sheridan College Cheryl teaches you about data journalism and how you can analyze and filter large data sets for the purpose of creating a new story. Then, find out about data visualization and infographics, including how to plan & create and your design resources.

Cheryl Vallender is a Professor of Journalism at Sheridan College. She has worked as a magazine production director and as a freelance web and print designer. To register go to: https://www1.gotomeeting.com/register/710576585

March 13th – Twitter for Journalists – Steve Buttry, Digital First Media

Whether you are a Twitter novice or a veteran, you will learn helpful ways to connect with your community in important ways, such as coveing breaking news, promoting your content and finding story ideas. Learn how to verify information gathered on Twitter and how to use Twitter to bring news from the community to your web site. Steve Buttry is the Digital Transformation Editor for Digital First Media, the secondlargest newspaper company in the United States, publishing more than 200 metro and community newspapers, plus web sites, apps and other products. To register go to: https://www1.gotomeeting.com/register/294165424

March 27th - Smart Phones for Journalists - Mandy Jenkins, Digital First Media

Who needs a laptop? In this program, we’ll go over many basic (and free) tools mobile journalists can use to capture, edit and publish news from the field with smart and not-so-smart phones. We’ll also explore a host of other time-saver apps that can make our jobs easier.

BABY NEWS Congratulations to Julie Anne McLaren who recently gave birth to a baby girl. Avery Grace arrived on Wednesday, November 28, 2012 weighing 8lbs 9ozs. January 2013

Mandy Jenkins is the Interactives Editor for Digital First Media, where she oversees data, social and video projects across more than 75 daily news sites. She was previously Social News Editor for politics at the Huffington Post and social media editor for Washington, D.C. local news startup TBD and the Cincinnati Enquirer. To register go to: https://www1.gotomeeting.com/register/897839673

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2012 ONTARIO JUNIOR CITIZEN AWARD FINAL RECIPIENTS The youth of today are the leaders of tomorrow and they are dedicating their time and energy to making a difference within their communities and around the world. The 12 final recipients of the 2012 Ontario Junior Citizen of the Year Awards are truly an inspiring group of individuals whose stories illustrate leadership, creativity, determination and generosity evident in youth today. These finalists represent a diverse group ranging in age, interests and backgrounds – but one thing they all share is their passion to give to others.

Ugonna Chigbo, 17, Mississauga

When Ugonna was just 10 years old, he contracted malaria while living in Nigeria. As a result, he lost the ability to walk, talk and perform many daily activities. After moving to Canada at the age of 12 and receiving help to regain these skills, he has made a tremendous comeback and is dedicated to bettering the lives of others. Ugonna is a MiWay Ambassador, promoting the use of public transit as an environmental means of transportation. He started a group within his school called Saints in Disguise which strives to motivate students in need.

The final recipients and their families will be invited to a special presentation, officiated by the Honourable David C. Onley, Lieutenant Governor of Ontario, on March 8 in Toronto.

Julie Dranitsaris, 17, Caledon

Julie is dedicated to helping find a cure for Multiple Sclerosis. Since she began participating in the MS Niagara Bike Tour at the age of 14, she has raised more than $41,000 for the cause. In 2011 she was the youngest participant in Ontario to raise more than $10,000 and has been named ‘Rookie of the Year’ by raising the most of any first-time participant. For the past two years she has been chosen to be a Tour Leader for the Niagara Bike Tour, helping riders and encouraging them to reach the finish line.

This year there were 150 worthy nominees from across Ontario, all of whom are being recognized with certificates of recognition by their local community newspapers. Each and every one of the nominees submitted go above and beyond what is expected of someone their age. The Ontario Junior Citizen of the Year Awards are promoted through the 300+ member newspapers of the Ontario Community Newspapers Association (OCNA) with the support of corporate sponsors TD Bank Group and Direct Energy. Nominations of eligible youth aged six to 17, are received through member community newspapers committed to recognizing the outstanding leaders who are making a difference in their communities. Nominees may be involved in community service; young people who are contributing to their community while living with a physical or psychological limitation; or individuals who have performed acts of heroism or bravery. Candidates are also recognized for being ‘good kids’ who show a commitment to making life better for others. A panel of judges unanimously agreed on the final award recipients.

Luis-Eduardo Grijalva, 7, Orleans

Since moving to Canada five years ago, Luis-Eduardo has been active in raising funds for Canadian Athletes and Canadian Paralympic Athletes by running in marathons. At the age of 3, he became the youngest runner to ever participate in the Kids Ottawa Marathon. After participating in four Ottawa Marathons, he has raised more than $15,000. He is now training for his fifth marathon in 2013 and is fundraising to meet his goal of $20,000.

Arielle Grondin, 16, Tecumseh

Arielle has Cystic Fibrosis but she doesn’t let it stop her from making a difference within her community. In 2011 she spearheaded an event called ‘Music for Life’, through which five local and well-known bands performed and more than $4,400 was raised. In 2012 the same event raised more than $6,300. Arielle is already planning the third annual ‘Music for Life’ and has set a goal of $10,000 for Cystic Fibrosis. Arielle has also volunteered at a local Wildlife Rehabilitation Centre, she has helped with a local Hockey for Hospice fundraiser and sits on student parliament at her school.

Below is a synopsis of the 12 final recipients listed in alphabetical order.

Annaleise Carr, 14, Simcoe

In 2012, Annaleise became the youngest person to swim across Lake Ontario – a 27-hour effort in which she travelled 52 kilometres, crossing at Niagara-on-the-Lake to Toronto. By doing so she managed to raise more than $230,000 for Camp Trillium, a camp for children with cancer and their families. This amount continues to grow as she makes public appearances and attends speaking engagements. Her success will allow more than 200 kids to attend camp this summer. In addition, the same year she completed a 100km bike ride in support of Canadian Tire’s Jumpstart Foundation which allows under privileged kids to compete in sports. January 2013

Autumn Hagyard, 12, Simcoe

Autumn is founder and president of a non-profit organization she created called ‘Pennies for Patriotism’. Through this effort she has collected $10,000 in pennies to help buy prosthetic limbs and wheelchairs for returning Canadians soldiers who may have been wounded overseas. In addition, she has started 8

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ASSOCIATION NEWS

campaigns including Letters From Home, Christmas Cards for Soldiers, and Teddys for Troops. Autumn is very passionate about her cause and speaks at various rallies to let others know that they too can make a difference.

become involved in her community in various ways. For the past few years, Alexandra has collected and donated teddy bears to sick children at the Royal Victoria Hospital in Barrie and her local Women’s Shelter. To date she has donated more than 100 teddy bears. In addition, Alexandra has also collected items for the Barrie SPCA in lieu of birthday presents and has raised nearly $300 for this cause.

Emma McCann, 16, Sarnia

Emma’s many involvements include raising funds for Suicide Prevention by painting a piece entitled The Ties that Bind and selling prints. By doing so she has raised more than $6,000 for the cause. Recently Emma was accepted as one of 10 youth to be on the youth advisory committee of Ontario for the Canadian Mental Health Organization and spoke at a conference to 600 professionals about teen suicide and its impact on her peers.

Wesley Prankard, 14, Niagara Falls

After realizing that First Nations youth didn’t have access to a playground in Attawapiskat, Wesley started his own charitable organization called Northern Starfish. He began raising funds by holding campouts in cold temperatures similar to conditions many in Attawapiskat were living in. Wesley managed to raise enough money to build his first playground. Since then he has organized a penny drive, collecting more than 1.3 million pennies to help build a playground in Kashechewan.

Natalie McDonald, 13, Hanover

Natalie has generously given her time and effort raising funds and awareness for children and youth with physical disabilities and Easter Seals Ontario. On her 9th birthday, instead of gifts, she asked her friends to make donations to the cause she holds close to her heart - Natalie lives with spinal muscular atrophy type 2. Over the past four years she has raised more than $25,000 for Easter Seals Ontario. In 2012 she was named one of two Provincial Easter Seals Ambassadors and spent the year travelling across the province representing the organization and all kids with physical disabilities.

For more information about these awards, please contact Kelly Gorven, Jr. Citizens Coordinator, 905-639-8720 ext. 239, jr.citizen@ocna.org

McKenna Modler, 12, Lansdown

While fighting brain cancer, this young lady has taught many people lessons about hope, inspiration and generosity. McKenna has received more than 70 chemotherapy and other treatments. After realizing first-hand how stressful cancer can be on a family, she decided to do something to help other families suffering from the disease. As a result, McKenna’s Dream Team was created and through various fundraising initiatives, more than $115,000 has been raised for the Children’s Cancer Fund at the Kingston General Hospital.

Hannah Morden, 18, Durham

In 2012, Hannah became an unsung hero who arrived at a fatal car accident and rescued the victims from the wreck. One of the three vehicles involved in the crash contained five of her classmates, all of whom were rushed to the hospital. Unfortunately, one of her friends passed away from the tragic event. Hannah managed to overcome the horrific scene and emotional conditions that day in order to help others. Without hesitation stayed with the victims, providing all the comfort and emotional support she could before police arrived to take charge.

2012 JUNIOR CITIZEN JUDGING PANEL (From left to right) Bottom: Brenda Jefferies, Acting Managing Editor, Hamilton Community News, Kelly Gorven, Junior Citizen Coordinator, OCNA, Mike Pearson, Reporter, Ancaster News. Middle: Jennifer Vandermeer, Editor, Ingersoll Times & Norwich Gazette, Alex Vander Vlugt, TD Scholarship Recipient. Top: Jeff Lanthier, Manager, External Relations, Direct Energy. OCNA would like to thank these wonderful judges for dedicating their time and helping select the top 12 finalists.

Alexandra Pino, 7, Thornton

At such a young age, Alexandra has displayed the desire to January 2013

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TECHNOLOGY

60 MINUTES TACKLES TIMES-PICAYUNE

BY KEVIN SLIMP INSTITUTE OF NEWSPAPER TECHNOLOGY My 13-year-old son received an iPod Touch for Christmas this year. I know my son. Probably as well as I’ve ever known anyone. And I knew, given time, he would lose his expensive gift. In an effort to soften the blow when the device did go missing, I had Zachary create a background screen with the words, “If you find this iPod, please e-mail kevin@kevinslimp.com to let my dad know you have it.” I had to tell you that story, so you would understand the reference to my son a little further down in this column. Now for story number two. In the late ‘90s, I left the newspaper world for a few years to be Director of Communications for the United Methodist Church in my part of the United States. I had a staff who created publications, online content, P.R. material and a newspaper. Some of the most interesting aspects of my job came under the heading of ‘crisis communication.’ I found the clip online and watched it. Then I watched it again. Then I watched it and took notes. In less than 11 seconds, Morley Safer said, referring to newspapers, “virtually an entire industry in freefall.”

As crisis communication director, I prepared the organization for emergencies we hoped we’d never see. Several thousand professionals made up the clergy and staffs of these congregations and it was my job to be sure they were ready in the event of a ‘media event.’ I was quite adept at getting TV reporters to report just about anything. Newspapers weren’t as quick - you might say ‘gullible’ - to accept everything as the truth, so I generally used television to get information out to the masses.

The story, of course, was about the Times-Picayne’s move from a daily to a three days a week publication. I was especially interested because some of the folks in the story were the same folks who contacted me back when the shift was announced.

This meant I would create text that ministers and others were to use if called by a member of the media during a crisis. They were always instructed, if the reporter wanted more information than I had provided, to contact me directly.

Steve Newhouse declined to be interviewed for the story. That job fell to Jim Amoss, long-time editor of the paper. Safer’s first question to Amoss seemed simple enough. “Did you agree with the decision to start publishing three days a week?”

Understanding that story will also come in handy as you read further.

I’m listening to this interview for the fourth time as I write. And for the life of me, I still haven’t heard him answer the question. He gave what sounded to me like a ‘packaged’ response, the kind I might have written years ago.

Recently I received a text that read, “Are you watching 60 Minutes?” “No,” was my immediate response.

It reminded me so much of my son, when I asked where his iPod was, knowing full well it had been lost. He told me all about the possible places an iPod could be, without coming out and telling me he’d lost it a few days earlier.

“They’re saying the newspaper industry is dead. I thought you’d want to know.” Within minutes came an e-mail. “Did you see 60 Minutes? It’s a story about the Times-Picayune. They’re saying newspapers are dead.”

I felt for him. I wanted Amoss to tell us what he really thought, one way or the other. All I got from listening to his interview was that the industry was grappling with options. Safer equated what was happening to surgery, where all the limbs are amputated and replaced by artificial limbs.

The evening continued like this with texts, e-mails and calls arriving from concerned viewers near and far.

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TECHNOLOGY

In an open letter to Advance, the paper’s parent company, several high profile citizens of New Orleans, including many names that you would know, wrote “The Newhouses are losing the trust of the community.”

editors of the paper. He explained that, since July, OCR has increased its newsroom staff room 185 writers and editors to 300.

David Carr, New York Times reporter, said, “I don’t think they expected the hurricane winds that came against them.”

I could write several columns about the changes at OCR, but I can sense Rob’s excitement when he discussed his work with America’s “largest community newspaper,” a description credited to Ken Brusic, executive editor.

Yet in a radio interview from a few weeks ago, David Francis, business manager for the NOLA Media Group, of which The TimesPicayune is a part, said New Orleans is “embracing us again.”

After spending my afternoon interviewing Carl Redman and Rob Curley, I found it difficult to understand why Safer referred to newspapers as ‘dying.’

I called Carl Redman, executive editor of the Advocate in Baton Rouge, to ask him about the new daily paper in New Orleans created by the Baton Rouge paper. Redman reports that his group was overwhelmed by the response to the new daily. They had hoped for a circulation of 10,000 by February 2013. Instead, more than 10,000 subscribed to the newspaper within a week. Between home delivery and single copy sales, the Advocate currently reaches approximately 20,000 homes each day.

I found it even harder to understand after reading a story in News & Tech that six of eight publicly traded newspaper companies showed increases in their stock prices in 2012. Not small increases, but double-digit increases. It’s no coincidence that papers that invest in the future thrive. And while the Orange County Register may be America’s largest community paper, you can bet that thousands of community papers will continue to serve their communities and surprise Morley Safer at the same time.

I tried to reach someone at the Times-Picayune, sending e-mails to the publisher and several managers, but received no response.

My suggestion? Remind your readers that your paper is providing a vital service to the community as it has for years. And, perhaps, take a cue from the folks in Orange County and continue to invest in the future.

Finally, I decided to talk with Rob Curley, deputy editor of the Orange County Register (OCR), whose resume includes more experience in online journalism than anyone I can think of. Rob is a household name and I figured he could give me insight on whatever it is I’m missing related to the Times-Picayune conversion to a non-daily.

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

Instead we spent most of our conversation talking about his new job in Orange County. OCR is one of the 20 biggest papers in the country. Rob has left his role as online guru to serve as one of five deputy

OCNA’S INDEPENDENT PUBLISHERS RETREAT Sixteen Independent Publishers from across Ontario gather together at Hockley Valley Resort from November 16-17, 2012 for a social, yet information retreat. The two days, sponsored by McLaren Press Graphics, consisted of sessions such as ‘How to Sell For and Against Radio’ by John Weese, Blackburn Radio Group, ‘OCNA Commissioned Digital Media Study’, from Andrew Martin, Borrell Associates, ‘Human Resource Fundamentals’ presented by Ron Guest, TwoGreySuits and ‘Making Life Easier’ from Jim Heyens, Publisher with the Leamington Southpoint Sun.

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GET YOUR PRESS IDENTIFICATION CARDS OCNA can provide you with laminated, business card-sized Press Cards.

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Cost is $10 each for the first three, and $5 for each one thereafter.

Jan. 28, 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.

January 2013

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INDUSTRY NEWS

THE FUTURE OF COMMUNITY NEWS IS IN CAPTURING THE LOCAL ANGLE COURTESY OF RYAN MALLOUGH, J-SOURCE Print is dead, say the experts.

“[Sun Media] throws that model aside, consolidating managers and employees, parachuting them in. It delocalizes the paper.”

But don’t tell that to community newspapers.

Sun Media and Quebecor communications failed to respond to requests for comment on this story.

Though some Sun Media-owned weeklies published their final editions in recent weeks, community news editors and experts insist that it is not a sign of the times.

For example, the West Niagara News was a consolidation of papers, including the local papers in Lincoln and Grimsby. Now that West Niagara News has been shut down, readers have been redirected to the St. Catharines Standard, a publication completely outside the community.

“We’re going through a major restructuring,” Algonquin College journalism professor Joe Banks said of the print journalism industry. “The era of the big fat daily is coming to an end and publishers are having a hard time understanding how to cope with that.”

With the closure of its biggest competitor, the 138-year-old Leamington Post, Southpoint Sun Editor Sheila McBrayne expects her paper is about to see an increase in advertising revenue, which will lead to an increase in stories and coverage.

Banks said that when people talk about the death of print and paper closures they’re referring to the bigger dailies. It’s the national papers that are hurting, because the national model is unsustainable, he added.

While some see it as a victory for the upstart Sun, which began production in 2010 and has seen print circulation and online readership trend upward since, McBrayne said the paper was never looking to take out the competition.

“Newspapers need to stop trying to be all things to all people and get back to being about local news,” he said. “Dailies will have to come back to their local audience. They need to be large scale community papers.”

“We didn’t do anything but do our job,” said McBrayne. “We just keep it local. Locally owned and locally operated. It’s more personal that way – we’re the people who have to face the community each day.”

According to Newspapers Canada, as of May 2012 there were more than 1,000 community newspapers across Canada—343 in Ontario alone—publishing 19.7 million copies each week. As well, community newspaper revenue nationwide increased by 3.1 per cent in 2011.

McBrayne credits much of the Southpoint Sun’s success to its independent ownership and believes the small town newspaper model is due for a comeback.

Metroland Media, the community newspaper publisher owned by TorStar, took in $582.4 million in revenue last year, an increase of nearly $40 million from 2010.

“I think it’s coming full circle,” she said. “Really small towns all used to have their own papers and I think it’s trending back that way.”

In contrast, Quebecor’s 2011 annual report shows that Sun Media saw a 2.3 per cent decrease in revenues from community news papers due to new acquisitions – revenue among existing Sun Media community newspapers was up 3.5 per cent.

“It’s still a business, but it’s about the community, not some corporate office,” she added. “Bigger isn’t always better, not in community newspapers.”

The key to being that local institution, Banks says, is keeping everything about the paper local – including staff.

Guelph Tribune – owned by Torstar’s Metroland – editor Chris Clark also stressed the importance of keeping the paper local.

“Community newspapers should be single-mindedly local. The papers should be run like farms – farmers live the life of their career,” said Banks. “It does no good for the staff to be commuting everyday. Local people have a more personal stake in the success of the paper.”

“In a perfect world staff would be made entirely of people from the community. Not just because they know the area better, but because they’re more connected with the people, they can interact with them on the street or at the grocery store,” said Clark. Continued on Page 15 >>>

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HUMAN RESOURCES

THE DANGERS OF SOCIAL NETWORKING A TWOGREYSUITS ARTICLE

Case in Point:

Few businesses or organizations are immune to the power of today’s social networking sites and tools. Reaching out to employees, customers and clients can also be a powerful way to build relationships that promote your objectives in an effective and efficient way.

▄▄

At a Company in Harrison, NY, two workers were fired after their boss logged onto MySpace and read their critical comments ▄▄

Three cops were suspended after they posted lewd remarks about the town mayor on a Facebook page

Leaders who haven’t started thinking about how to use social networking, or those who haven’t put policies in place to control its use, could wind up behind the curve or damaged by the incredible reach and viral nature of the web.

▄▄

Virgin Airlines sacked 13 flight attendants for criticizing the airline’s flight safety standards and insulting passengers in a discussion on a Facebook group.

Interestingly, in our recent experience, many companies are ignoring the issue. They will only work out their response when faced with the first problem, and they are having to take drastic action that could have been avoided by early intervention. Employees are finding out the hard way what the acceptable boundaries are when using social media networking sites when mentioning their company name or commenting about products or in some cases, other employees.

▄▄

A woman employed by an insurance company called in sick, saying she could not work in front of a computer; she said she needed to lie in the dark to recover from her illness. However, when others saw she was posting to Facebook during her illness, she was fired from her job. (the woman claimed she was posting from bed using her iPhone, but her bosses didn’t buy the explanation) All this adds up to businesses and organizations needing clear policies on social networking at and also away from the workplace. TwoGreySuits has a full suite of Social Media Workplace policies available in The HR Power Centre. Stay tuned for info on upcoming webinars and seminars on the topic of Social Media Policies in the workplace.

The opportunity is twofold, first, what role should social networking have in business or organizations, and second, what are the guidelines or boundaries for employees who use social networks outside of work, when the subject is about their employer, products, or company employees? Let’s look at the ladder.

Ground Rules for Personal Postings

It is prudent to separate employees work duties and their personal pursuits. Even if an employee is chatting or blogging about industry topics, their personal posts are just that: personal. However, they need to know these same posts can get them into both legal and workplace trouble if they’re inappropriate, offensive or threatening. This may include: ▄▄ ▄▄

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. The 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.

Divulging proprietary or confidential information

Making embarrassing or nasty comments about coworkers or managers ▄▄ ▄▄

Signing up is simple and free for OCNA members. Just visit https://www.twogreysuits.com/sign_up/regform/index. html?r=OCNA complete the signup page and you’ll have immediate access. Why wait? Don’t let important people management issues go unresolved when you can deal with them today.

Using company trademarks or logos or other images

Making false or misleading statements about company philosophy, products, services, opinions or relationships to other organizations ▄▄ ▄▄

Posting information about stock offerings

Making accusations against customers, clients or competitors ▄▄

Posting offensive content that is antisocial, bigoted or that promotes illegal or subversive activities January 2013

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HUMAN RESOURCES

MANAGE YOUR EMPLOYEES TO ACHIEVE YOUR BUSINESS GOALS Employees want to contribute to their company’s success and it is the company’s responsibility to make that happen. The TwoGreySuits HR service that OCNA is offering to our members absolutely free contains all the guides, documents, direction and communication tools you need to develop a robust performance management system in your company. This may be the missing tool you need to align employee performance to business goals. Have a look at the video and then explore the HR Power Centre at www.twogreysuits.com. It contains everything you need for effective people management. And, when you need answers fast, you can talk to a senior HR Professional 24/7 through the HR Hot Line. Signing up is hassle free. Just click on the URL below and you will be taken to OCNA’s customized sign up page. Fill in the information and you will receive immediate access to the HR Power Centre. For more information, call us at 905 639 8720

>>> Continued from Page 13

CHANGING SUCCESS IN THE NEWSPAPER INDUSTRY “I believe that people should have a connectedness to where they live,” he said. “When people pick up the Guelph Tribune they know that the news inside is one hundred per cent Guelph. People should know the news and politics of the area.”

“But there’s no modesty in the corporate world,” he said. “Closures create new openings for entrepreneurs and start-ups,” he said. “A market with 1,600 subscribers is not making a lot of money in the corporate structure. But someone running a paper on their own can make a good living.”

“I think there will always be a place for a community newspaper in paper form,”

“It’s going back to the 1800s model – small newspapers with small staffs,” he added.

Joe Banks believes that place will be a lucrative one for print journalism.

“A community newspaper is one of those local institutions that define a community,” Banks said. “Through words and pictures it shows the community what the community means to itself.”

“I’d bet anyone that [community papers] are doing better per capita than the big glass and brass dailies because they have much lower costs and pretty much no debt,” said Banks.

At the end of the day, Banks said it’s about changing the definition of success to fit the modern market.

“You never hear about there being a problem with the print industry where people are making money.”

“For newspapers, survival is success in 2013.”

Banks said most community papers, especially those in western Canada, are able to fill community needs while still making a modest profit.

January 2013

This article was first published on J-Source, a website of the Canadian Journalism Project (CJP).

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BUSINESS

BRAND ALIGNMENT DIRECTLY INFLUENCES BUSINESS NEGOTIATIONS! BY PATRICK TINNEY MANAGING PARTNER CENTROID TRAINING & MARKETING “Positioning the brand and regaining trust are all smart things for us to do and those are the litmus tests for any decisions we make.” - John McKinley Brand Alignment in the contemporary sense is the alignment of all communication, cultural and marketing efforts to present a brand as one continuous thought stream to the buying public. In this column we want to present brand alignment as an alignment of corporate position in the market relative to your clients and your selling peers. In business negotiation brand alignment has the potential to greatly influence your BATNA (Best Alternative to a Negotiated Agreement). Brand alignment for corporate negotiation partners could mean that you have customers, standards of excellence or aspirations in common. These common elements naturally create an attraction for doing business together. Therefore, negotiating with a business partner whose needs profile fits your own makes for a matching or more leveled playing field. For example; in a previous life I worked in the daily newspaper business. One of the closest matches we had from a customer market profile perspective was the major department stores. Research at the time pointed out that our daily newspaper reader customers were also very much aligned to the major department store customer ideal. This did not mean our business negotiations were “open net goals”…it only meant that we both understood that we had a lot of common ground that was compelling. This alignment can happen anywhere in the business spectrum from the ultra high end of the business market to the low end of the business market. The cliché ‘birds of a feather flock together’ comes to mind. So if direct brand alignment is a benefit to both parties in a business negotiation what does it mean for businesses that are interested in each other but are further up or down the January 2013

ideal pecking order? In a word, it’s a ‘challenge’. In Toronto, Canada we are blessed with seven daily newspapers. To one degree or another all of these newspapers are either very well aligned to specific readers and advertisers or they are in a ranked pecking order up or down. In this setting, residing in the first or second market preference position with an advertiser is much sought after negotiation position. Residing in the third or fourth market preference position becomes a negotiation challenge. Those daily newspapers in perimeter high or low market positions have a huge challenge convincing advertisers that they are simpatico with opposite brand customers and quality requirements. We have used daily newspapers as an example base but the same conversation about brand alignment in business negotiation could just as easily been shifted to home appliances, tablet computing devices or packaged tomatoes. Elements that equalize a lack of brand alignment at the bargaining table include creativity, innovation, quality, technology, timing, and price.

Creativity

- Customers buy creative ideas over stuff any day of the week! Your company may be in the number three pecking position but if you have creative solutions for a customer that attract new markets and add value this is a great brand alignment equalizer.

Innovation - This is where we take unique brand parts and

do something really neat to help our customer be smarter, faster or better. If you can show a customer how to make money you are bound to get a longer client engagement. Innovation is an equalizer!

Quality

- Having access to various iterations of your product in various sizes, styles, positions, formats or color is an attention getter. If your company has the ability and agility to modify quality of a product to suit a budget or a market place you are showing great flexibility. Guess what…. we have another brand alignment equalizer.

Technology - Lots of customers love to be on the cutting edge of technology to give them an edge in the market over their competitors. Technology may be something your 16

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BUSINESS

company owns and has already paid for. It could be a new use of the Internet. It could be as simple as a new use for a symbol. Just think a few years ago hardly anyone had heard of a ‘Quick Response Code’. For those who first adopted QR codes they had a period of stylish, nerdy, uniqueness so sought after in today’s fickle consumer and business market.

Timing - Finding or saving time has the potential to give customers a strategic

advantage over competitors and quite possibly save them money in the process. Another great brand alignment equalizer!

Price - We’ve purposely saved price until last because anyone can lower price without thinking about the long term ramifications this causes their brand and the very alignment they are seeking with a potentially important customer.

If we are lowering price for a well thought out strategy…bravo! If we are lowering price to maintain market share and keep feeding the troops…brave….but what is your exit plan? If we are buying business to make it to the next round of payments… over to you! When your company is trying to solve the problem of brand alignment in business negotiations make sure your team does a customer needs assessment first. Think creativity, innovation, quality, technology and timing to level the playing field. Leave price last.

“A brand is a set of differentiating promises that link a product to its customers." -Stuart Agres

Copyright Centroid Marketing 2012 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. Prior to Centroid, Patrick held various corporate sales and management positions at The Southam Newspaper Group, CanWest Media and more. Over his 30 year career Patrick has concluded multi-million dollar media sales and negotiation solutions. For more on Patrick visit centroidmarketing.com January 2013

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Affordable media insurance for Canadian Community Newspapers Service includes: •Libel • Invasion of Privacy • Plagiarism • Piracy • Infringement of Copyright • Pre-Publication Hotline Contact us for a quote: Todd Frees, General Manager 905-639-8720 ext. 234 t.frees@ocna.org

Do you have exciting news? Share your updates and photos with us! Send all information to newsclips@ocna.org

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ADVERTISING ALERT:

IDENTITY THEFT

OCNA Spring Convention and BNC Awards Gala Friday March 22, 2013 Hilton Garden Inn, Vaughan

Scope: National Last updated: January 2013 There are a number of potential classified ads surfacing that are suspicious in nature. Please ask your classified staff to pay extra attention to classified ads via e-mail or online order forms for wholesale electronics, such as phones, TVs, musical instruments. Always verify the contact information through an address and telephone number, even if the credit card approval is initially given. Verification can be as simple as calling the phone number provided; Google the phone number or e-mail address provided; a Reverse Look-up for phone number or address on 411. ca; or a domain registration search for a web address. You may want to consider continuing this process for any employment ads from outside your own community, as well as for pet ads. Employment ads are a way to obtain personal information from a resume or CV. The scammers then offer someone a job via e-mail and ask for their banking information so they can be paid with direct deposit. Before long their identity is stolen and loans and credit cards taken out in their names. The pet ads propose to send a pet to a new owner after they’ve sent money via Western Union or some other wire service. Other questionable classifieds are Apartments or Houses for Rent. Scammers will take potential renters to a vacant unit, get first and last month’s rent in advance. On moving day, multiple renters all show up to move in and all have been taken.

Check the OCNA web site on February 14 for the top three winners of each category in alphabetical order. First, second and third place will be announced at the OCNA Awards Gala. Convention and Gala Registration will be available on the OCNA web site on Monday, February 4. Book your hotel rooms at the Hilton Garden Inn before March 1 to receive the special convention rate of $129.00. Online reservations can be made at: http://www.hiltongardeninn.hilton.com/en/gi/groups/ personalized/Y/YYZVAGI-NEWS-20130321/index.jhtml?WT. mc_id=POG

A SPECIAL OFFER FOR INDEPENDENT ONTARIO NEWSPAPER PUBLISHERS… Wouldn’t it be nice to start 2013 with an invigorated sales plan that will produce increased sales and a better bottom line? If you answered yes to that question, then why not call…

David Zilstra COMMUNICATIONS 1-(705)-770-0232

For an onsite review of your ad plan, sales department, and current sales routines. Zilstra Communications will help you: • Battle your competition….whether it be print,radio, television, etc.. • Revamp your ad plan

• Help you tap into the traditional non advertiser • Help you generate new business

• Add proven vertical product and sustained feature winners to your offerings

• Steer your ad team in the right direction with a plan that will work!

For a confidential review of your operation please call David to discuss a strategy for your business. Start the new year with added optimism and increased revenue! David has over 20 years of newspaper sales and management experience in many operations throughout Ontario: including The Napanee Guide: Sales mgr/GM; Haliburton County Echo, Minden Times, Bancroft and Barry’s Bay this Week: Ad mgr/GM/Publisher; Barrie Examiner, Bradford Times, Innisfil Examiner: Publisher/GM. David has also been the President of the Barrie Chamber of Commerce, Lennox Community Theatre, and served as a director of three different Rotary clubs. David was also a member of the Ontario Sun Media and Osprey advertising committees, providing insight and direction to Sun Media’s 200 print operations. David has also served on hospital and BIA boards.

David Zilstra David Zilstra Communications

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David.Zilstra@gmail.com

1-(705)-770-0232

1091 Nila Road Haliburton Ontario

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ADVERTISING

WORKING WITH AD AGENCIES BY JOHN FOUST RALEIGH, NC

With experience on both the ad agency and media sides of the business, I’ve learned some lessons about relationships between the two.

They’re not about to let outsiders take over that part of their business.

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Don’t try to bypass the agency. Some media representatives – especially those with accounts who have recently hired ad agencies – get frustrated with the new arrangement. They don’t like having additional decision makers or longer approval times. As a result, they are often tempted to try an end run around the agency.

There are often clashes between agencies and the media. In most case, the friction between these two key players in the marketing world comes down to two things: control and money. Both want more control of advertisers’ media placement decisions. And both are in business to make money.

Bad move. It’s not worth risking rapport to meet a tight deadline.

Friction doesn’t help either side. And it certainly doesn’t help advertisers.

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Remember media buyers are numbers people. In most agencies, the media buyers are removed from the creative team. While the copywriters and designers are hammering out ideas, testing offers and measuring concepts against marketing strategies, the media department is analyzing audience statistics and comparing cost-perthousand figures.

Here are a few things that media representatives can do to strengthen relationships with ad agencies:

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Encourage open communication all around. No doubt, things are simpler when the media can communicate directly with a local advertiser. But once that advertiser employs an ad agency, things change.

Rarely the twain shall meet. Creatives are right-brainers who don’t spend time with spreadsheets and media buyers are left-brainers who don’t think much about copy.

An ad agency is a lot like a sports agent. Just like an athlete does not deal alone with a team, an ad agency’s client wants the agency to be part of discussions with the media.

So when you’re selling to media buyers, talk about numbers – specifics not generalities. And be sure to send updates on your readership figures.

Work to build rapport with the agency. Keep them in the loop. After all, you have the same goal: to generate customers for the advertiser.

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It’s all about getting in step with customers. Whether they’re on the advertiser or the agency side, it’s important to see things from their perspective.

Be careful with spec ideas. I’ve lost count of the media folks who have complained about ad agencies not wanting to see their ideas for ad campaigns. But that should be of no surprise. The primary product of an agency is its creativity. That’s the one thing that differentiates Agency A from Agency B. There may not be much difference in the ways agencies crunch numbers and place ads for clients, but there’s a world of difference in their creative philosophies.

(c) Copyright 2012 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

The creative product is what you see on their web sites and in their portfolio books and demos. Creativity is their bread and butter. It’s what catches the attention of potential clients.

We want to hear from you! Please share your news and/or opinions with us: newsclips@ocna.org January 2013

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WWW.OCNA.ORG . INFO@OCNA.ORG

January 2013

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NewsClips January 2013  

Monthly publication of the Ontario Community Newspapers Association.

NewsClips January 2013  

Monthly publication of the Ontario Community Newspapers Association.

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