QCNA CONNECTOR www.qcna.org
The Official Publication of the Quebec Community Newspapers Association
It was a night of celebrations
Dimitri Papadopoulos Photo
George Bakoyannis, QCNA’s Treasurer and Co-Publisher of The Laval News, is seen above receiving the prestigious Lindsay Crysler Award from QCNA President and The Equity Publisher, Heather Dickson. George received this welldeserved award to a standing ovation from the guests at QCNA’s awards gala held on May 27, 2011, at the Chateau Vaudreuil Hotel in Vaudreuil-Dorion, Quebec. See more photos on Page 2. These photos, the awards book and list of winners are available at: http://www.qcna.org/press/awards2010.html
What’s Inside QCNA Gala Photos & more ........................................... Page 2 Fred Ryan - Quebec’s old order is rapidly changing ...... Page 3 QCNA Happenings ......................................................... Page 4 Industry Highlights ......................................................... Page 5 Happenings/Industry Highlights cont’d .......................... Page 6 Advertising ...................................................................... Page 7
Community Connections ........................................................................ Page 8 Kevin Slimp - InDesign Tool Benefits Smaller Papers .......................... Page 9 Jim Pumarlo - Business Coverage .......................................................... Page 10 John Foust - How’s Your Peripheral Vision? .......................................... Page 11 Ed Henninger - A License To Print Money ............................................. Page 12
Some Photos from QCNAâ€™s Annual Conference, Education Sessions & Awards Gala held on May 27, 2011, at the Chateau Vaudreuil Hotel Photo Credits - Dimitri Papadopoulos & Carolyn Kitzanuk
Quebec’s old order is rapidly changing ... are we? by Fred Ryan
f anyone thinks that Quebec’s electoral believe we count for nothing much, and politicians like voters and their votes. And upheavals culminated in the NDP they can reach their electors by other the politicians have the final word. sweep last month, well, don’t bet the means, either via the dailies, the electronic Shouldn’t we then be dealing with farm on it. We may be inching towards media – or the “social” media. (Quotation the politicians? Can’t they tell the adan even greater political realignment marks to indicate all media are social, placement people where to place those – and it’s worth our while to see how by definition.) And if government ad public service ads? our newspapers fit into what may be an buying decisions are left to rep houses We have to do more than talk to them. entirely new Quebec order. or to communications agencies, staffed That’s their expertise, talk. We have to First, we’re all watching the PQ coming by kids who’ve never read a newspaper, use a language they can understand. That apart at the seams. The desertion of a half- we become invisible. All the readership would be language that deals with voter dozen MNAs is bad news for that party’s surveys, from ComBase to the Hebdos perceptions and voting intentions. chances in the next provincial election. studies, have had zero impact, despite their Governments do not believe we reach And Charest can’t shake his basement very good news about weeklies – probably the people. We have to show them polling numbers otherwise, and surveys have “Our strength is not that we can be read and the perception been ineffective. We say we of Liberal have the ability to influence the on-line by folks in Tanzania or Malaysia, ethical troubles, minds of the voters; why aren’t but that we put our clients’ messages on construction and we using that, as a means to highway contract demonstrate our newspapers’ the kitchen tables of our communities. ” foibles, and a reach? general sense To do this, most of us have the party’s stuck in neutral. The ADQ because the kids don’t read anything, to be on board. It’s not effective to have hasn’t recovered from that burst of voter including survey reports. only one or two papers in an aggressive enthusiasm which shoved them to a We (as individual papers and through mode. This is a problem for many of our leadership test they were unable to pass. the QCNA) have failed to get the attention corporate members, but corporates do Moving upwards (for the moment) is of the present government ad-buyers. want more advertising revenue. Quebec Solidaire. Their sole MNA, Amir They aren’t reaching their audience, and You see where I’m going with this . . . a Khadir made a big splash objecting to don’t appear to care – which explains unified and aggressive campaign to clearly provincial money for Quebecor’s stadium the electorate’s distrust. However, demonstrate our reach and influence. project, and he’s been invited to speak with this possible major re-structure of We have to take either a very positive or everywhere. Quebec’s political scene, we may have an negative approach, anything that is highMore newsworthy is a new party, opportunity to re-gain lost ground. visibility for politicians. launched by veterans Francois Legault How? By asking this question, the We can help them. We can hurt them. (ex-PQ) and Charles Sirois (ex-Liberal). minds in our industry may come up with And how? Because we have the reach and Like the ADQ, this party will target that some suggestions – and QCNA may be the trust than no other media can claim. big centre right slot, while QS pushes able to re-design its own approach. QCNA All we have to do is quit the hesitancy against the PQ from the left. is also re-launching, as we search for a and grab the reins. This could be the Quebec could be back in an election as new Executive Director with a re-defined biggest campaign in our lives– and it early as this fall, once Premier Charest is mandate. When everything’s new, new will influence government advertising convinced his opponents are in trouble. things are finally possible. decisions in federal and municipal levels That election would be unpredictable and First, the new parties, and any as well. points to another upheaval. resurrected parties and politicians, will Let’s get thinking, talking, and planning. What does that mean for us, Quebec’s still be dependent on the thumb-clicking There is an opportunity here in Quebec bilingual and minority language media? crowd. So it will likely be no more fruitful that comes once in a newspaper’s lifetime. If we continue to sit back and watch to hit on these kids than on the old ones. – and report – these perturbations will Our strength is not that we can be read mean only a few more stories. Our on-line by folks in Tanzania or Malaysia, Fred Ryan is the publisher of the Pontiac problem is that the provincial (and but that we put our clients’ messages on Journal du Pontiac, The West Quebec Post, and the Bulletin d’Aylmer; federal) government has little faith in the kitchen tables of our communities. and a member of the QCNA board of directors. community newspapers; they appear to The kids like eyeballs and clicks, but the
QCNA happenings It Was A Night of Celebrations
The QCNA members and guests celebrated with the best of the best at the 31st annual awards gala held at the picturesque Chateau Vaudreuil Hotel in Vaudreuil-Dorion on May 27, 2011. Tarah Schwartz and Paul Karwatsky, news co-anchors with CTV News, co-emceed the awards gala and president, Heather Dickson, presented plaques and certificates to the excited winners in 32 awards categories. George Bakoyannis of The Laval News took home the prestigious Lindsay Crysler Award; Mark Burgess of The Low Down To Hull & Back News garnered the Paul Dumont-Frenette Award; the Photojournalism Award went to Andrew Soong, photojournalist with The Suburban; Manon Gregoire-Fleury of the Bulletin d’Aylmer won the Joan Durnin Outstanding Salesperson Award. Best Overall Newspaper was won by The Suburban. The evening also included the ever-popular ‘blooper’ turkey award picked up by The Equity. Congratulations to all the winners. We look forward to another challenging awards competition for 2011. For the list of winners, lots of great photos and the awards book go to: http://www. qcna.org/press/awards2010.html.
Low Down delivers more than newspapers
Congratulations to Nikki Mantell, publisher of The Low Down to Hull & Back News, on the birth of her first child, a son, Dominic Thomas, born on Wednesday, April 13, 2011, weighing in at 8 lbs, 12 oz. Nikki was seen everywhere at QCNA’s recent AGM, education day sessions and the evening awards gala, with her little guy in tow, all snuggled up in a comfy baby carrier. There may already be ink running in Dominic’s veins!
Dimitri Papadopoulos Photos
The Board of Directors for term 2011 – 2013 was introduced at the QCNA awards ceremony held at the Chateau Vaudreuil Hotel on May 27, 2011. Seen back row from left to right – back row: President, Heather Dickson (The Equity); Secretary-Treasurer, George Bakoyannis (The Laval News); Vice-President, Steve Bonspiel (The Eastern Door); Director, Will Nicholls (The Nation); Director, Fred Ryan (Bulletin d’Aylmer); Director, Michael Sochaczevski (The Suburban); Front row – left to right: Director – Observer, Lily Toabe Ryan (The West Quebec Post); and Director, Nikki Mantell (The Low Down To Hull & Back News). Missing from photo - Director, Marc Lalonde, (The Chronicle).
The Eastern Door A CAJ Winner & Michener Awards Foundation Finalist
Congratulations to Steve Bonspiel, Publisher of The Eastern Door for winning the Canadian Association of Journalists (CAJ) Award in the community newspaper category for ‘Mohawk Council Turns Up Heat on Non-Natives,’ a series of articles he wrote about a plan to evict 35 nonnative residents from the Kahnawake reserve on the South Shore of Montreal. This is the first time a Mohawk journalist has won this award. This was the fourth nomination for Steve Bonspiel. The Canadian Association of Journalists, Canada’s only national professional organization of reporters, editors, producers and photographers, announced the winners at its annual CAJ Awards for Investigative Journalism gala dinner held in conjunction with the national conference in Ottawa last month. The CAJ awards are Canada’s only recognition for the best in investigative
journalism across the country. For more info: http://www.caj.ca/?p=1664 And, for the same story – The Eastern Door was named a finalist by the Michener Awards Foundation for meritorious public service in journalism in 2010. The Michener Award is one of the highest distinctions in Canadian journalism. The Eastern Door was named a finalist along with five others (The Calgary Herald, the Canadian Broadcasting Corporation, The Hamilton Spectator, la Societe Radio-Canada and The Vancouver Sun) for its sustained reporting of the decision of the Mohawk Council of Kahnawake to send eviction letters to non-Natives living on the reserve, putting names and faces to the evictions and sparking a public discussion in this closeknit community into what The Eastern Door called a “human rights story.” The courageous involvement of the community paper contributed to the reversal of a decision of the Mohawk Council to evict See QCNA Happenings - Page 6
Industry Highlights OCNA Webinar - June 17
‘Why Newspapers Are Hot: The Top 11 for ‘11 with Suzanne Raitt, VP Marketing & Innovation, Newspapers Canada Date: June 17 Time: Noon – 1 p.m. EDT Cost: $50 + HST Register: https://www1.gotomeeting.com/ register/549129305 Newspapers offer exciting and innovative options for advertisers in print, online, mobile and more. The latest original ad examples from Canada and around the world are combined with compelling research to make the case for using newspapers in any format! This session will cover:
• How healthy newspapers are in Canada (compared with other countries) • How newspapers are advertising powerhouses (as consumers trust the ads in the medium more than other sources) • Return on Investment – proof the newspapers and their sites deliver • Innovation – what is going in Canada in terms of new ad options and ideas from other countries • Strength of online newspapers (and how they are being used effectively by advertisers) • Future of newspapers – what is happening and what is on the horizon
Cancellations are permitted up to 24 hours prior to the start of the webinar session. All other registrants will be billed for the session. For more info contact Karen Shardlow at firstname.lastname@example.org
QCGN Member Convention & AGM - June 17 & 18 & Goldbloom Award Launch
QCGN’s annual general meeting and convention will be taking place June 17 & 18 at Concordia University in Montreal with lots of new faces around the QCGN board table. An excellent program of activities including discussions and workshops are on the agenda. Outgoing two-year term QCGN Secretary, Heather Dickson, (and QCNA President) will be attending the meetings. For more info go to: http://www.qcgn. ca/2011-convention-agm/
The official call for nominations for QCGN’s 2011 Sheila and Victor Goldbloom Distinguished Community Service Award will be announced at QCGN’s June 17 luncheon. This award honors individuals for going above and beyond the call in contributing to the vitality of our community. Members of the Network and of Quebec’s Englishspeaking community will have until August 19 to submit the names of deserving candidates. The awards ceremony is expected to take place in October. Exact date and location to be announced soon. For more details go to: http://www.qcgn.ca.
Newspapers Canada Logo
As you know, the CCNA is now operating under the name Newspapers Canada and as such the old logo should not be used. Likewise, links to their website should be pointed to www. newspaperscanada.ca. Newspapers Canada has asked that any member still using their old CCNA logo in their newspapers to please replace it with Newspapers Canada’s new one. Here’s a link to the new logo options available: http://www.newspaperscanada.ca/ members-area/association-logos
APF Conference Happening July 7 – 9, Ottawa
Association de la Presse Francophone (APF) will be celebrating its annual conference and awards gala at the Lord Elgin Hotel in Ottawa, July 7 – 9. President, Heather Dickson, will be attending the event and will be an awards presenter as part of a reciprocal sponsorship agreement between QCNA and APF. For more info: http://www.apf. ca/index.cfm?Voir=sections&Id=7579&M =2443&Repertoire_No=2137988666
OCNA’s Community Newspaper Review 2011
OCNA is once again inviting newspapers across Canada to participate in its
community newspaper review program. The free program enables peer reviews of a newspaper and a chance for fresh ideas and constructive criticism from others in the business. If you’d like to have your newspaper reviewed and conduct a review yourself, contact OCNA’s Karen Shardlow at 905639-8720 ext 232 or email k.shardlow@ ocna.org as soon as possible. Deadline to register: Friday, June 17.
Canadian Online Publishing Awards now open Daily and community newspapers are invited to submit entries in the third annual Canadian Online Publishing Awards. The annual awards program, produced by Masthead, honors excellence in web-editorial and is open to both English and French-language publications. The competition has expanded this year to include two new rich media categories: Best Digital Edition (replica) and Best Tablet Edition. The 2011 entry deadline is June 24 with winners announced at an awards reception to be held in Toronto in October. Click here for entry info: http:// www.canadianonlinepublishingawards. com/.
Reminder for Digital Periodicals – July 4 Application Deadline
If you publish a digital periodical, the Canada Periodical Fund is encouraging you to submit your application for funding to its Business Innovation for Digital Periodicals sub-component as soon as possible. Complete applications must be postmarked no later than July 4, 2011. For details concerning applicant, periodical and project eligibility criteria; application requirements; and application forms, please consult the Canadian Heritage (PCH) website at: http:www.pch.gc.ca/ eng/1267313838781/1268328701928 Should you have any questions, please contact the program at 1-800-641-9221 or 819-997-5539 or email: fcp-cpf@ canadianheritage.gc.ca See Industry Highlights - Page 6
Industry Highlights Enter Now for the 2011 Peter Gzowski Fellowship
ABC Life Literacy Canada is pleased to announce that nominations for the 2011 Peter Gzowski Life Literacy Fellowship are now being accepted. Applications are open to accredited media working and residing in Canada; freelance journalists working and residing in Canada; media/ journalism graduate students enrolled in an accredited post-graduate program in Canada. The Fellowship, originally awarded in 1993 and then renamed last year, was created to increase public awareness of adult literacy in Canada. The winner will receive a financial contribution of $3,000 to help in the development, research and publication (print, online or broadcast) of a media story focusing on adult literacy. Deadline for submissions is August 19, 2011. For more information and the nomination form go to http:/ abclifeliteracy.ca/life-literacy-awards.
ISWNE Conference July 6 - 10 Coventry, England
QCNA Vice President and Editorial Services Committee Chairperson, Steve Bonspiel, will be attending ISWNE’s annual conference in Coventry, England from July 6 - 10. Bonspiel received a
continued from page 5 scholarship from ISWNE (International Society of Weekly Newspaper Editors) as a result of the editorial services committee’s participation in an editorial critique session held in January in Pointe Claire that was coordinated by ISWNE’s Tim Waltner (publisher of the Freeman Courier, South Dakota) and Paul MacNeill (Newspapers Canada President) both of whom are involved in ISWNE’s editorial critique sessions.
2011 Canadian Institutes of Health Research (CIHR) Journalism Awards open for submissions
Are you a journalist interested in health and health research? Do you wish you had the time and resources to produce that in-depth, award-winning piece of investigative journalism? Here’s your chance. This year, $150,000 is available for journalists to undertake projects in print, broadcast and on-line media. Previous recipients have prepared in-depth reports – often multi-part – on health issues such as diabetes, Aboriginal medicine, tuberculosis, stem cells, lung cancer, mental health and smoking. Projects are expected to include a period of investigation and research to assemble the information needed for in-depth news or features. The Program funds awards up to $20,000
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non-Native residents living on the reserve. His Excellency the Right Honourable David Johnston, Governor General of Canada, hosted the Michener Awards ceremony at Rideau Hall on June 14 where, Jim Williamson, Executive Producer of CBC’s ‘Fifth Estate’ won the coveted 2010 Michener Award for its reporting on the incarceration and death of Ashley Smith, a seriously troubled teenager, jailed for a minor offence. A worthy recognition The Nation’s Neil Diamond recently picked up a prestigious Peabody Award for the documentary film , ‘Reel Injun: On the Trail of the Hollywood Indian,’ which examines how Hollywood movies
have depicted and misrepresented Native Americans throughout the 20th century. This award is given to the best work produced in electronic media – be it radio, television or cable – by the University of Georgia’s Grady College of Journalism and Mass Communication in Athens, Georgia. This year there were two Canadian recipients among the 39 Peabody winners; the other Canadian winner is the high-school drama ‘Degrassi,’ which won for a two-part episode about a transgender teen. Last November, ‘Reel Injun’ picked up three top prizes at the 25th Annual Gemini Awards in Toronto for Best Direction in a Documentary Program, Best Visual Research and the Canada
each and is open to journalists with at least one year of experience or a relevant degree/ diploma. First-time applicants to CIHR will need to apply in advance for a personal identification number. Please leave yourself lots of time to meet the October 5, 2011 (8 p.m.) deadline. This summer, CIHR will be offering a series of free webinars to interested journalists in both English and French. To find out more about the program, or sign up for a webinar, please visit the CIHR website (www.cihr-irsc.gc.ca/ journalismawards.html) or contact: Michael Dwyer, Public Affairs Officer, Canadian Institutes of Health Research at 613-9410688 or email: michael.dwyer@cihr-irsc. gc.ca
INMA Awards honor top news industry marketing campaigns
Five Canadian newspapers were honored for their innovative marketing campaigns at the 2011 INMA Awards, hosted by the International Newsmedia Marketing Association. The global competition drew entries from 72 newspapers in 21 countries. The Gazette in Montreal took home second place in the Best of Show category for its “The” campaign – part of its long-term “Words Matter” campaign. The Globe and Mail, Edmonton Journal, Waterloo Region Record and The Hamilton Spectator were also recognized.
Award, which is given to films that promote awareness of Canada’s racial and cultural diversity. QCT Has New GM The Quebec Chronicle-Telegraph’s June 1 edition announced that it has a new General Manager – Taylor Ireland, a local businessman. Passionate about current affairs and ‘addicted to the news,’ Ireland is enthusiastic about working with QCT owners Ray and Stacie Stanton. Ireland originally hails from Saskatchewan and came to Quebec in 2005 to learn French. He is the general manager and owner of Les Ateliers de conversation anglaise, an established private language school located in Ste. Foy.
Online Advertising Marnie Owston QCNA Advertising Coordinator On May 27, 2011, QCNA presented to its members two informative sessions concerning online advertising. In the morning, Ronald Martineau of TAO Design & Marketing presented the results of the Digital Ad Services survey he had conducted this year with QCNA members and in the afternoon, Gary Sosniecki ofTownNews.com gave participants a wonderful seminar on Web Solutions For Community Newspapers. Both sessions underscored the need for all QCNA members to update their knowledge of web advertising standards. Therefore, I am re-printing my article that first ran in the September 2009 Connector.
he time has come for all member newspapers to prepare for and set up their online advertising systems if you have not already. Increasingly, clients, governments and readers will be expecting online advertising as part of the norm. This new form of potential ad revenue may seem confusing at first, but once you get started you will see how easy it can be to the added benefit of your paper, your web site and your advertisers. QCNA will be working with members this year on ensuring online advertising readiness as a priority. Here are some important terms, standards and formats to get you started on the right track. Page Impressions - Also known as Page Views or Page Requests. Page impressions refer to the number of times that a web page is requested from a server (the number of times your page is viewed, reloaded or visited). This is the preferred method for counting traffic. Visits – A visit is a web user with a unique address entering a web site at some page during a set time frame the number of visits roughly equals the number of different people that visit a site. This term is ambiguous unless the user defines it, since it could mean a user session or it could mean a unique visitor. Unique Visitor – a unique visitor is someone with a unique address who is entering a web site for the first time in
the set timeframe. A visitor who returns within the time frame is not counted twice. CPM – Cost per Thousand page impressions/views. CPM is an advertising rate that refers to the cost to display/show an ad to 1,000 web site visitors (the M does not mean million. It is taken from the Roman numeral for thousand). Payment for CPM ads is required whether the web site visitors click on the ad or not. CPM Unique – Cost per Thousand unique visitors. CPM Unique is an advertising rate that refers to the cost to display/show an ad to 1,000 unique visitors. ROS – Run of Site. An advertising alternative through which ads can appear on any page of the web site. Run of site advertising can be less targeted because the ad can appear on any content page in the site. The advantage of using a run of site option is the reach to a large number of users. IAB Standard Sizes (Interactive Advertising Bureau) – Refers to the width and height in pixels. Web advertisers and publishers have defined, over time, an official set of “online standard ad formats.” Such ad formats represent the full range of visual and text ad sizes available for use on public web pages. Leader Board or Super Banner – 728 x 90 pixels (maximum file size 50k) Skyscraper – 160 x 600 pixels (maximum file size 70k) Display or Big Box – 300 x 250 pixels (maximum file size 50k) Tile – 160 x 90 pixels (maximum file size 30k) Acceptable file formats – GIF, JPEG, or standard flash format. View sizes and format online at the IAB website. Google Analytics – Tracking your web activity is a necessity to enable you to sell online advertising to your existing and new clients. Google Analytics is a terrific tool to track your web site traffic and get you on your way to understanding and using to your benefit your client base, page
impressions and visitors. It is very hard to sell online advertising if you do not have the data to show the activity on your site. Setting up your web site for tracking is easy and can be done by you or your web site administrator. Pricing – is different for each paper naturally. After studying the traffic flow to your web site, set a rate for each size ad, ROS. Rates are usually based per month, which is the minimum length of time you will want the ad to remain on your site. Long-term contracts are great and, if you wish, discounts can be given for contracts longer than one month. Another way to set your price is by CPM – cost per thousand page impressions. If your site has shown healthy page impressions/views numbers over time, you may want to set your price at $15 - $17 CPM. We recommend that you not give exclusivity to the client on the front page of your website until you can define the actual potential of the rest of the site and or sections. Mike Blinder spoke of this in May 2008 at our conference. Here’s what the ads will look like at your website (not actual size, use for visual reference):
Leader Board 728 X 90 pixels Maximum file size: 50k
Tile 160X90 pixels Maximum file size: 30k
Skyscraper 160X600 pixels Maximum file size: 70k
Display 300 x 250 pixels Maximum file size: 50k
Community, Commitment, Cooperation Moving Forward Together
Open Letter to the English-speaking Community of Quebec
Dear Community Partners, On behalf of the Quebec Community Groups Network (QCGN), this invitation is addressed to all organizations that have a sense of loyalty and attachment to the English-‐speaking community of Quebec.
The QCGN has begun an information campaign on the important work we will be focusing on in the coming years. In short, this is a call to community partners, stakeholders and leaders to learn more about a collaborative priority-‐setting process the QCGN is spearheading on behalf of the English-‐speaking community. The QCGN, is the official representative of the English-‐speaking community with a number of federal departments and agencies. This priority setting process will play a key role in guiding the QCGN into the future as well as inform our federal government partners in their intergovernmental, interdepartmental and intradepartmental planning activities. The timing of the priority-‐setting exercise is of utmost importance, particularly since the federal government has begun exploring policy and program initiatives to be included in its next five-‐year strategy for investments in Official Language Minority Communities which is slated to be launched in 2013.
This process, that aims to build on the rich experience of all of Quebec’s regions and sectors in determining priorities for the development of our communities, provides a unique opportunity for the community to come together and network, to discuss and set unified priorities, and to follow-‐up on those community-‐wide goals. The advantage this brings to community organizations is the value-‐added perspective of the whole community, reinforcing your own specific priorities. Organizations that engage in this process will help shape priorities and subsequent investments into the English-‐speaking Communities of Quebec. More importantly, our hope is that participation in the process will result in capacity building which can be replicated in your own regions or sectors and ultimately benefit the English-‐speaking community as a whole.
As one of the two Official Language Minority communities of Canada, the QCGN hopes Quebec’s English-‐speaking community will gain a more authoritative voice as a result of a strong and unified message. Through this process we also aim to build connections at a regional, provincial and national level. Our vision is one of collaboration, cooperation and cohesion that benefits the community as a whole.
We invite you to become involved in the priority setting process. Please contact us at pssc-‐email@example.com if you wish to learn more about the work we plan to accomplish over the next few years. Sincerely, Noel Burke, Interim Chair Priority Setting Steering Committee
Linda Leith President Quebec Community Groups Network
1255 University Street, Suite 1000, Montreal, Quebec H3B 3W6 COURRIEL / E-‐MAIL firstname.lastname@example.org SITE WEB / WEBSITE www.qcgn.ca TELEPHONE 514 868 9044 FAX 514 868 9049
InDesign Tool Benefits Smaller Papers Looking To Beef Up Their Websites Kevin Slimp
Institute of Newspaper Technology email@example.com
ver the past few weeks, my mailbox has been filled with new and updated software from several well-known and not so well-know 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. 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: - Creative Suite 5.5: If you do a lot of work in Website development, ads, or videos for the Web, get it. - 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 Website 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: - 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. - Videos, Flash files and other ads can be placed in various areas at no additional cost. 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. 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. For newspapers that are looking for
Using simple scripts built into InDesign, Atomic News Tools allows users to upload information to their Websites directly from the InDesign page.
an alternative to the way they’re already creating their Websites, ANT is a 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. 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. Smaller Newspapers Spending Money and Energy Planning for Future I haven’t done any type of serious research on the subject, but 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.” 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.
Business Coverage: by Jim Pumarlo
Set, implement, explain policy
tories about employers and employees have a big impact on communities. What happens at the workplace might even overshadow a decision of the local city council. Today’s challenging economy warrants even greater attention to business as an everyday beat. Yet, many newspapers struggle for consistent coverage of local business. It’s impractical, especially in small newsrooms, to devote one person to the business beat. Editors and reporters still can incorporate business coverage into their regimen of assignments. The first step is to brainstorm stories on a regular basis similar to a local government body or sports beat. A word of caution, however. It’s best to proceed slowly. You can’t simply turn on the spigot. At the same time, developing and implementing a plan can prove long-term dividends for newspaper content and advertising revenue. A discussion of business news inevitably prompts many editors to focus on the garden variety items – grand openings, anniversaries, new owners and managers. But think for a moment about the broader dynamics of business coverage that affect the everyday fabric of communities. When is the last time you compared and contrasted local employment with statewide statistics – and then looked for a feature story representing specific trends? How are local businesses grappling with the federal health care reform and what is the impact on employees? Are companies having trouble finding qualified workers, and what steps are they taking? It’s becoming more and more commonplace
for companies to explore and expand into international markets; what is happening in your back yard?
angst. Make certain there is internal consensus before explaining decisions to the customer and/or readers.
The stories are limited only by staff resources. As with any beat, newspapers will soon discover that the more attention devoted to broad spectrum of business news, the more ideas that readers will generate.
Explaining policies is the most important of the three steps. Think of the many everyday decisions that often are misunderstood by readers. Aside from business coverage, what’s your policy for guest commentaries? Why don’t B-squad sports receive the same attention as varsity contests? If you publish free obituaries, do you limit what information can be included?
Business coverage has some distinct challenges. The most substantive coverage will be guided by a three-step process: Set policy; implement policy; Explain policy. Set policy: What is news and what is advertising? A store opening is news when the first customers arrive. A grand opening three months later is advertising. Set guidelines for many of the standard stories: new businesses, closed businesses, anniversaries, expansions, businesses offering distinctive service. Decide who sets the policy. Be certain the news and advertising departments are aligned. Implement policy: Once policies are in place, stick to them. Exceptions are bound to surface, but they should be rare. One of the biggest challenges is making decisions based on the “what” and not the “whom.” In other words, the biggest advertiser should not warrant special treatment –- whether it’s a request to publish or withhold publication of specific items. Explain policy: Be proactive and not reactive in explaining policies, especially when you anticipate a decision to pursue or not pursue a story will cause extra
Business coverage also prompts a variety of questions appropriate for explanatory columns to readers. Do you have a standard format for announcing new businesses? Do you publish letters to the editor – either complimentary or critical of a business? Businesses love to promote their “good” news; how do you approach “bad” news? News and advertising staffs should have regular conversations so everyone is in sync on the definition of news and advertising. Editors and publishers will win highest marks from readers and advertisers alike if reporting is fair and consistent. In the end, credible business coverage is a win-win situation. The stories provide solid news content while being a springboard for increasing advertising revenue. Jim Pumarlo regularly writes, speaks and provides training on Community Newsroom Success Strategies. He is author of “Bad News and Good Judgment: A Guide to Reporting on Sensitive Issues in a Small-Town Newspaper” and “Votes and Quotes: A Guide to Outstanding Election Coverage.” He can be contacted at www.pumarlo.com and welcomes comments and questions at firstname.lastname@example.org.
by John Foust Raleigh, NC
How’s your peripheral vision?
was talking to Gloria, an advertiser who is always looking for ways to get the most from her promotional budget. “There are more marketing choices now than ever before,” she said. “And one of the most important factors is that things can be connected. Some people call it integrated marketing. I can place an ad in my local paper which drives people to my web site, which in turn provides more details about the product in the print ad.” The web site About.com defines Integrated Marketing Communication as, “a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.” “There are a lot of media sales people who don’t acknowledge other marketing vehicles,” Gloria said. “That approach doesn’t work with businesses like mine. I want to deal with people who have peripheral vision – people who see more than what’s directly in front of them.” A lot of advertisers agree with Gloria’s point of view. They want cohesiveness in the way their products and services are marketed. We’d better take them seriously. Here are some key steps in the process: 1. Study your prospect’s marketing. “I’m impressed when sales people demonstrate they know something about my marketing history,” Gloria said. “That puts our discussions on a higher level. Right off the bat, we can analyze results and talk about my marketing objectives for the future. “I remember one sales person who put together an album of some ads and promotions that I had run,” she explained. “That was a smart strategy, because it provided us with some specifics to discuss.” Gloria is right. It’s important for sales people to look beyond today’s ads. What kinds of offers has your prospect made in the past? What kinds of products have been
featured? What target audiences can be identified? Have the ads created some kind of urgency – a reason to buy immediately? What about institutional messages? 2. Study competing media. “Some sales people are so focused on their own products that they ignore the fact that other people are making pitches to their prospects,” Gloria said. “It comes as no surprise to talk to a sales person who has product knowledge about what he or she is selling. But it’s a surprise – a refreshing surprise – to run into someone who can also talk intelligently about the other media vehicles in the market. That makes a huge difference in establishing credibility. If sales people don’t know what else is available out there, why should I trust their advice on integrated marketing?”
3. Look for potential connections. “This is where it all fits together,” Gloria said. “These days, marketing is like a Reese’s Peanut Butter Cup. It’s all about making combinations. Chocolate and peanut butter work pretty well together. “Show me how your paper, your web site and your other products can make my overall marketing stronger, and I’m all ears.”
© 2011 by John Foust. All rights reserved. E-mail John Foust for information about his training videos for ad departments: email@example.com
A license to print money by Ed Henninger CLASSIFIEDS: Offer all of your classifieds buyers—even the reader who’s just trying to sell his son’s saxophone—an opportunity to buy a display ad that can go at the top of the page, above the classifieds header. Run a photo and a few lines of type—more than just the usual cryptic classified language. A package of three or four ads at the top of the page may just interest the casual browser more than your standby class header. QR CODES: That’s a “Quick Response” code and it looks just like the illustration with this column. QR codes can take your readers to your web pages, to an advertiser’s web site, to a list of their stores. A QR code can also be used to send an email directly to an editor...or an advertiser. If you get ahead of the game (before your advertisers beat you to it!) you can offer your advertisers a fee to generate and place a QR code in their ads for them. But hurry...some national advertisers like Best Buy are already placing QR codes in their inserts—and your advertisers will catch on soon. For
more, google the phrase “QR Code.” This is the future. It’s here now. Don’t miss out! SELLING PHOTOS: Many of you sell photos on your website, using off-site photo services. But...most don’t let readers know that a photo is for sale: Readers have to go searching on your web site to find out if they can buy a photo...or not. How about putting a line right with the photo caption? Something like: “You can purchase a copy of this photo. Go to www. befordfallssentinel.com <http://www. befordfallssentinel.com “I’m willing to bet your photo sales will increase measurably.” UPSELLING: Even if you don’t sell obits, you can offer some opportunities to the families of the deceased...as an upsell. Offer a line below the name of the deceased—and let the family decide what it says (as long as it’s within your standards). If the family wants to say “Avid fisherman” then let them...as an upsell. If a couple wants to run “Wed June 4 in Charleston” as an underline in their wedding announcement, then let them... as an upsell. If the new mom and dad want to run a photo of their baby in the births list, then let them...as a, well...you get the
point. NEW CONTENT: How about a recipe of the week, sponsored by the local IGA? The fun part is in the planning: If you’re gonna run a recipe for chili, the IGA manager can agree to put chopped beef on sale. If it’s a recipe for fried chicken, he can put fryers on sale. If it’s a recipe for fruit salad, he can put oranges...well, again...you get the point. My friend and colleague Ken Blum advises his clients to get sponsorships for other content, such as school honor rolls. Good idea! There’s more. Much more. And you can turn these ideas into cold, hard cash. It’s all about using design elements, approaches and techniques to generate revenue.
ED HENNINGER is an independent newspaper consultant and the Director of Henninger Consulting. Offering comprehensive newspaper design services including redesigns, workshops, staff training and evaluations. E-mail: firstname.lastname@example.org. On the web: henningerconsulting.com <http://henningerconsulting.com> . Phone: 803-327-3322.
CAROLYN KITZANUK, Administrative Assistant MARNIE OWSTON, Advertising Coordinator & Bookkeeper
The Quebec Community Newspapers Association is dedicated to the professional and economic development of English community newspapers and their enterprises serving minority communities in Quebec. Quebec Community Newspapers Association 400 Grand Boulevard, Suite 5 Ile Perrot, QC J7V 4X2 Tel. 514-453-6300 Fax 514-453-6330 Email: email@example.com Website: www.qcna.org
QCNA acknowledges the support of The Department of Canadian Heritage