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SAPAToday

Advancing the free paper industry by providing resources for success and venues for sharing ideas. The Monthly Newsletter for the Free Paper Industry Board of Directors The leadership of SAPA is in good hands. The board of directors, director, and assistant are listed with contact information. Page 3

Salespeople need to be “Other” oriented We need to focus on our customers instead of ourselves to earn their trust and business. Page 3

Conference Schedule Have you made your plans for Louisville, KY on August 28 & 29, 2009? If not, read about the upcoming conferences in our industry. Page 7

JUNE 2009

The Good Kind of Tired Our featured speaker in Louisville is Joe Bonura. Being tired is an indication of how hard you’ve worked today. Page 5

Sell To Yourself Richard Clark teaches how we need to be sold on our own products before we try to sell someone else. Page 6

USPS Update The United States Postal Service may try a sale! Your publication may be eligible for up to 30% in rebates on future postage. Page 8

Southeastern Publishers

Relationships: the key to Success by Doug Dickerson

the theory of relativity.

If you think your family has problems, consider the marriage mayhem created when 76-year-old Bill Baker of London wed Edna Harvey. She happened to be his granddaughter’s husband’s mother. That’s where the confusion began, according to Baker’s granddaughter, Lynn.

That humorous story is a way to illustrate something that in leadership is actually not too funny at all. In order to be an effective leader on any level, you have to develop people skills and good personal relationships.

“My mother-in-law is now my stepgrandmother. My grandfather is now my step-father-in-law. My mom is my sister-in-law and brother is my nephew. But even crazier is that I’m now married to my uncle and my children are my cousins.” From this experience, Lynn should gain profound insight into

Leadership expert John Maxwell says, “One of the greatest mistakes leaders make is spending too much time in their offices and not enough time out among the people. Leaders are agenda driven, task focused, and action oriented because they like to get things done. They hole up in their offices, rush to meetings, and ignore everyone they

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Advertising Association

pass along the way. What a mistake! First and foremost, leadership is people business.” Allow me to share with you three important reminders about the importance of relationship building. First, people are your priority. When it comes to your leadership and influence in your organization, you can’t accomplish anything without your people. How you treat them is a clear indication of the value you place in them. Don’t be like the group of friends who went out hunting and paired off in twos for the day. That night one of the hunters returned alone, staggering under an eight-point buck. “Where’s Harry?” he was asked. “Harry had a stroke of some kind. He’s a couple of miles back up the trail.” “You left Harry laying there, and carried the deer

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Relationships: the Key to Successful Leadership back?” “Well,” said the hunter, “I figured no one was going to steal Harry.”

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police-type leader, who is constantly on Sadly, many in leadership make the the watch for everyone’s worst side, will mistake of treating their people like find that people get defensive and selfpoor Harry and are more concerned protective and that the doors to their about the product. They fail to remem- inner possibilities quickly close.” ber that they would have no product The best thing you can do as a leader were it not for their people. If you are is to understand that the future of your locked in your office, isolated away organization and your career is tied to from everyone, it sends a clear signal successful relationship building. It bethat you don’t value them. When you gins inside your organization and flows do this, you are leading from the posi- out. tion of a title – nothing more. Finally, if people are your priority, and In leadership, people are your number relationships are your future, then one priority. And when you treat them friendship is the pathway. Samuel Johnthat way, they won’t let you down. son once said, “If a man does not make Second, relationships are your future. new acquaintances as he advances Longevity in your organization is tied through life, he will soon find himself to how well you nurture relationships alone. A man should keep his friendtoday. Nurturing relationships involves ships in constant repair.” a deliberate plan of action on the part Friendship is the recipe that transcends of the leader. the boundary of business and stands the This action begins within your organi- test of time. I’m reminded of the story zation by how you value relationships. of Jackie Robinson, the first African If people in your organization are treat- American to play major league baseball. ed with respect and a conscious effort is While playing one day in his home stamade to build a team atmosphere, the dium in Brooklyn, he committed an erpossibilities of your organization are ror. The fans began to ridicule him. He limitless. stood at second base, humiliated, while In his book, Bringing out the best in Peo- fans jeered. Then, shortstop Pee Wee ple, Alan Loy McGinnis says, “In the Reese came over and stood next to him. simplest terms, the people who like He put his arm around Jackie Robinpeople and who believe that those they son and faced the crowd. The fans grew lead have the best intentions will get the quiet. Robinson later said that arm best from them. On the other hand, the around his shoulder saved his career.

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A wise leader understands the value of friendship, of coming alongside a co-worker and putting an arm around a shoulder. A wise leader values, nurtures, and fosters friendships. A strong leader is a relationship builder. © 2009 By Doug Dickerson. Doug Dickerson is an award winning writer and PR director in Charleston, SC. He is available for leadership seminars and workshops. You can reach him at managementmoment@gmail.com and read more of his column on his blog at www.dougsmanagementmoment.blogspot.com.

Be civil to all; sociable to many, familiar with few, friend to one; enemy to none. Benjamin Franklin There is no better test of an advertisement than whether or not it actually sells the product! In fact, it is the only true way of determining if your advertisement works. John Caples If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants. David Ogilvy

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SAPA Leadership

President Russell Quattlebaum Southeast Sun Enterprise, AL 334-393-2969

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Vice President Greg Ledford Shelby Shopper & Info Shelby, NC 704-484-1047 Ambition, fueled by compassion, wisdom and integrity, is a powerful force for good that will turn the wheels of industry and open the doors of opportunity for you and countless others. Zig Ziglar

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Treasurer Tony Onellion Bargains Plus Slidell, LA 985-649-9515

Secretary Alan Lingerfelt The Piedmont Shopper Danville, VA 434-822-1800

Past President Mike Woodard Tuscaloosa Shopper & Reporter Northport, AL 205-333-7525

Board Member Caroline Quattlebaum Southeast Sun Enterprise, AL 334-393-2969

Board Member JW Owens Savannah Pennysaver Savannah, GA 912-238-2040

Past President Gary Benton Peddler ADvantage Paris, TN 731-644-9595

Executive Director Douglas Fry SAPA Headquarters Columbia, TN 931-490-0400

Administrative Assistant Vickie Belden SAPA Headquarters Columbia, TN 931-490-0400

Salespeople Are “Other” Centered By John Foust, Raleigh, NC Dwight Eisenhower once reflected on the days when he worked with Douglas MacArthur in the Philippines. “You know,” he said, “MacArthur has an ‘eye’ problem.” When asked if MacArthur was afflicted with blurred vision or nearsightedness, Ike explained, “He has a fatal attraction to the perpendicular pronoun ‘I.’”

Eisenhower’s choice of words is particularly interesting, because one definition of “perpendicular” is “extremely steep.” Ike recognized that, in our dealings with other people, we create steep obstacles when we keep the focus on ourselves. His comment reminds me of an advertising creativity training program I conducted a few years ago. When it was time to select a business to use as an example, the group chose a bakery shop. “Before we discuss ad strategies,” I said, “we need to determine what this particular bakery sells.” Answers flew around the room: bread, cookies, cinnamon rolls, wedding cakes. But when somebody mentioned doughnuts, a woman sitting close to the front threw down her pen, leaned back, and crossed her arms – clear signals of disapproval. “I don’t like doughnuts,” she said in a loud voice. Ob-

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viously, she didn’t intend to participate in any discussion involving doughnuts. (I could understand that kind of reaction if liver and onions had been mentioned, but that’s another story.)

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they believe are morally wrong. In this case, I don’t think doughnuts were a moral issue; she just didn’t like them.

For her sake, I hope she was just trying to be funny. But if she wasn’t joking, her behavior indicated that she has a serious “I problem.” If she has that attitude on the job, her favorite customers get the lion’s share of her attention. Everybody else – the doughnut stores and other businesses she doesn’t like – gets a halfhearted effort. Or no effort at all.

Self-interest is one of the most powerful forces in the world. It’s impossible to have any degree of success in advertising sales without understanding the role that self-interest plays in the salesperson-advertiser-audience relationship. The salesperson is naturally concerned about making quotas. The advertiser wants to move inventory. And the typical reader wants the answer to the universal question, “What’s in it for me?”

Of course, there is an important distinction between personal preferences and moral issues. Under no circumstances should a sales person be forced to work with clients who market products which

Effective sales people are big enough to leave personal tastes out of their client relationships. They know it doesn’t make any difference whether or not they like doughnuts or any other product. As

long as doughnuts are important to the corner bakery, they will do anything in their power to help their client sell as many doughnuts as possible. The advertising industry demands people who are other-centered instead of self-centered. We need people who will give 100 percent effort, whether they like a particular merchant’s products or not. Want to make a difference? Want to be an advertising superstar? Start by becoming other-centered. (c) Copyright 2009 by John Foust. All rights reserved. E-mail John Foust for information about his training videos for ad departments: jfoust@mindspring.com

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Our expertise, simple pricing structures, technology and personalized customer service are just some of the reasons why we’ve been able to help so many businesses operate more efficiently and become more profitable. To learn more about our credit card processing program available to SAPA members or to receive a free analysis of your current credit card processing program, call us today at (888) 697-8831 or visit us online at www.membergroup.com.

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Time To Act Now

nowhere to go? I shot a few arMoving and Grooving row prayers his Your Way to Success way for a positive Get up and get going. Stop waiting for change in his day. someone else to make life happen for Action you. This morning, I read something Begets that I would like to share with you in this Energy month’s E-Zine. The article was about apathy, and it reminded me of a word that I Remember that mood follows action, rarely does action follow mood. Action have not used in a long time. begets energy, and energy begets more acFrom Apathy to Inertia tion, which in turn, begets more energy. It One of the biggest causes for failure in is like jumping off a moving train: you will sales is “inertia.” The dictionary defines in- continue to roll because of the momenertia as “the property of a body by which it tum of the train’s speed. remains at rest.” by Joe Bonura

Bad Tired Is Not Good

A Lesson from Sir Newton Have you ever had a day when you go Sir Isaac Newton said that an object in motion tends to stay in motion, and Sir Fig Newton says that an object sitting on a couch tends to stay on the couch.

Coffee Cup Blues I was having a cup of coffee in Starbucks, and there was a gentleman sitting by the window. He needed a shave, his eyes were drooping, and he had a sad look on his face. Because he looked lost with nowhere to go, I wondered what the rest of his day would be like. He was waiting for life to happen to him.

Put on Some New Shoes It occurred to me that the one thing separating me from being in his shoes was the number of sales calls I make each day. Think about it: if you were to completely stop making sales calls tomorrow, how long would it take before you would have

IP C

International Poly & Promotions www.ipcpoly.com

home from work in a mood that I call “bad tired?” If you look back over that day, you will find that you acted sluggardly. It was a day of procrastination and laziness, where you simply went through the motions without enthusiasm.

Good Tired Is Not Bad Have you ever gone home feeling “good tired?” Yes, you are tired, but you feel really good about the day and your accomplishments. If you look back over that day, you probably worked harder than usual, but instead of feeling bad about the day, you feel a sense of accomplishment. You will discover the day included doing many things that you did not feel like doing, but you did them anyway. My good friend, Bill Mann, one of the most energetic sales producers I know, reminded me of the expression, “If you want to get something done, give it to a busy person.”

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CHARLIE HENCYE PRESIDENT

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Charlie@ipcpoly.com

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Southeastern Advertising Publishers Association (931) 490-0400

It’s January! What a great month to make a commitment to do things differently in order to create a change for the better. I am not referring to a New Year’s resolution, but I challenge you to a lifetime commitment to excellence.

Pick Up The Phone Now Start now. Decide to pick up the phone and make some sales calls. You don’t know who to call? Go to your file cabinet or your CRM (customer resource management) program and make ten dials. After you make your ten dials to people you already know, go to the yellow pages and select five new businesses to call. Pick up the phone, and do it now.

Feeling Better Already If you start doing and stop stewing, you will experience an immediate feeling of accomplishment and fulfillment. You will be working your way to feeling good tired, and rising to the top of the sales success ladder. Most people would rather make excuses than sales calls. It is easy to succeed in life because you will be doing what the sluggards fail to do.

Rub The Lantern For some reason, we think success in sales is something that only the select few can enjoy. The truth is that the sales genie can be called out of the lantern by anyone willing to take action and rub the lantern. Remember that nothing happens until you do something as simple as picking up the phone and making your first call. © 2007-2009 Joe Bonura & Associates, Inc.

JB Multimedia, Inc. P.O. Box 704 N. Bellmore, NY 11710 888.592.3212 phone/fax www.jbmultimedia.net

M a k i n g p u b l i c a t i o n s i n t e r a c t i v e.

Justin Gerena, President, Director of Sales p: 888.592.3212 x710 e: justin@jbmultimedia.net

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Lesson 8: Sell Yourself First, then the Customer (a) Successful Salesmanship Is Demonstrated By You Before Your Call Is Made. Every good salesperson must sell to himself first. Every argument must be made faultless. Every good point must be properly scheduled for correct presentation. A salesperson must know what he wants to say and how he is going to say it. If you want to sell your advertising goods, you must have your answers ready to all objections that will be made, before you leave the office. Your thorough preparation in advance is what wins your battles for you. (b) If You Sell Yourself Well, You Can Sell Your Customer Sure. When you have given self-confidence to yourself, you will be able to inspire confidence in the person with whom you talk. Knowing that you know, yourself, makes others believe in you. (c) Sell To Yourself By Knowing All

are the good-will asset that compels continuous patronage to the paper. Get over on the customers’ side of the fence and study their needs. Then show how your paper can serve them well.

About What You Have To Sell. Your love for your work is the incentive that makes you work. The more you love your work, the harder you will strive to increase the effectiveness of your labor. You cannot thoroughly sell to yourself until you get a thorough knowledge of the superiority of what you have to sell. You must specialize in the study of your advertising goods, until you become the most-knowledgeable person on your force. If you do not currently lead the force in production, you must hunt for new ammunition and take better aim if you would stay on the firing line. (d) Sell to Yourself By Knowing Your Customers’ Needs. Your customers are the most vital factors in your work. While the paper employer pays your salary, he expects you to work hard to make money for the advertising patrons of the paper. Pleased advertisers

(e) Sell To Yourself By Convincing Yourself That You Can Sell. Until you do this, your work will bring negative results. You are never on safe ground until you have become positive. You will be positive when you know. (f) Sell To Yourself By Determining That You Will Sell. When you decide to “stick” you are safe to send out for business. The quality of perseverance with the “never-give-up” spirit, a well settled principle of action, should characterize your character. The original cores of these lessons were first espoused by Basil Smith in 1912. Current version © Copyright 2007 by Richard Clark -- Classified Development. Richard Clark offers great low-cost online ad-taking solutions, as well as sales and management training that pay for themselves, guaranteed. Find out more and see the demo at www.classifieddevelopment.com

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PALIGODATACONSULTING

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Ryan Paligo President

200 Kimberly Drive Columbia, TN 38401 931.334.1757 paligo@mac.com

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Conference Schedules

SAPA Conference 2009: In 2009 Please give us a call at 1-800-334-0649 we’ll be in Louisville, Kentucky at the Hyatt Regency Hotel. The hotel is located across the street from 4th Street Live so there will be plenty to do. Speakers will give you and your people the tools you need to be more productive and successful in challenging times. Mark your calendars now for August 28 & 29, 2009 in Louisville.

or email: info@sapatoday.com if you would like more information.

Contact Joe Duval at 1.888.450. IFPA or check the web at www. freepaperconference.com for more information.

Joint Conference 2010: We’re

looking ahead to great times in 2010 by IFPA Annual Conference 2009: joining with IFPA to have a first-ever After you attend the SAPA Conference joint conference. The conference will be in Louisville, consider attending the held in downtown Nashville, Tennessee. multi-association IFPA-sponsored You can plan now for a great conference conference in Chicago at the Westin in a great city with great speakers and O’Hare on September 24 - 26, 2009. information. We don’t have a ton of information yet, but we’re working on it. John Pourtless director of sales - southeast jpourtless@mediaspansoftware.com phone fax mobile

321.242.5000 x2214 321.242.4074 727.492.3562 300 North Drive Suite 100 Melbourne, FL 32934

We’ve Got What You Need.

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The Postal Service Has A Crazy Summer Sale!

The USPS has stated it intends to notify mailers of their eligibility for the sale.

The summer sale applies to increases in volume for mailings in July, August and September 2009, compared to the In an effort to explore it pricing Committee (MTAC). The Postal mailers’ actual volumes for the same freedoms under the new postal law, the Board of Governors approved the idea period in 2008, as adjusted with a Postal Service filed a proposal May 1, and the PRC filing was done May 1. trend calculation to reflect the mailers’ 2009, seeking approval from the Postal The PRC has 45 days to issue a ruling. volume trend. A trend percentage, Regulatory Commission (PRC) to Specifics on the proposal are available either up or down, is calculated to hold its first ever “summer sale.” This in the PRC filing at: determine the mailers’ threshold for experiment would be limited in scope. mail that can earn a discount. Eligible mailers would be limited http://www.prc.gov/docs/63/63005/ to approximately 3,500 mailers that No t i c e % 2 0 o f % 2 0 Pr i c e % 2 0 Ad j. The mail threshold or trend is a mailed more than one million pieces of SummerSale.pdf. calculation to determine how a Standard mail in the six month period For eligible mailers, the summer sale mailer’s volume may have declined or between October 2007 and March rewards growth in 2009 summer increased between a six month period 2008. For free paper publishers, this volumes with a 30% postal rate rebate in the Postal Service’s fiscal year 2008 means that publishers with mailed in postage. The rebate will be credited (October 2007 through March 2008) circulation of 40,000 pieces or more to the mailer’s postal payment account as compared to 2009 (October 2008 per week would qualify. in the form of a credit computed by through March 2009). If, for example, a mailer’s volume had declined five The notion of seasonal rates to the USPS a few months after the sale percent between the two periods, the stimulate volume is not new. It period is completed. threshold volume for measuring the is one of the popular, reoccurring Qualifying mailers are determined by baseline over which a mailer could earn ideas that have been suggested by those standard mailers that mailed a discount could be adjusted downward mailers, and by Postal Service officials, approximately one million pieces in the by five percent. as a way for the Postal Service to six months between October 2007 and operate more like a real business and March 2008. Qualifying mailers can If this mailer’s actual volumes for to better utilize its fixed assets and include business or nonprofit mailers summer 2008 were 600,000, the employee compliment in periods like but the sale is limited to mail owners. threshold for base volumes would be the summer when volumes decline and Printers, letter shops, and consolidators adjusted downward five percent to the USPS has excess capacity. Like all are not eligible to participate. Mail 570,000 pieces. If the mailer was able things involving the USPS, however, owners that used a mail service provider to increase its 2009 summer volumes to the idea must be approved by the could participate if they can provide 650,000, the 70,000 pieces of mail over PRC. The USPS discussed its plan proper documentation of owning the the 570,000 threshold would receive a to move forward with the proposal in requisite mail volumes for this period. 30% discount. April at Mailers Technical Advisory continued on page 9

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An additional “keep them honest” adjustment to the summer sale proposal is an October adjustment that will compare the mailer’s October 2009 volumes with volumes for October 2008. To prevent mailers from shifting normal, fall mailings to the summer sale period, the proposal subtracts from any mail eligible for the discount mail volumes that reflect a decline in October 2009 volume over October 2008 volume (as adjusted based on the trend percentage). If the mailer in our example had mailed 75,000 pieces of mail in October 2008 but only

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mailed 65,000 in 2009, the decline in volumes would be greater than the five percent downward trend adjustment determined when looking at the mailer’s initial volumes comparisons between six months in 2008 and 2009. The excess decline over five percent would be presumed to be mail that might have been shifted from October 2009 mailings into the summer program. In this hypothetical, the mailer would see the number of pieces eligible for summer volumes reduced by the number of pieces of declined volume in October over five

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percent. The summer incentive sale is in addition to the discount saturation mailers can earn by signing up to participate in the saturation mail Volume Incentive Program. Mailers that are participating in the Volume Incentive Program can earn a discount for saturation flats of four cents a piece for all additional saturation mail volume added between May 2009 and May 2010 over the prior year. The summer sale credit for increases in mail volume between July and September 2009 is a separate credit, in addition to, the saturation Volume Incentive Program. With the October adjustment, and the complexities of any new program, the Postal Service has announced that it may take months to determine and apply credits to mailers’ individual postal payment accounts. In briefings describing the proposed program, postal officials have stated they hope to compute and award mailers with credits to their postal payment account before the end of December 2009.

Facilities Presses Units Folders Inserters Stitchers

Over the past year we have made multiple significant improvements to our three printing facilities; reinforcing ourselves as the region’s most complete resource for shoppers, newspapers, inserts, flyers, and catalogs. Give us a call to see how our new numbers can help improve yours.

8 8 8 - N o w a t a 1

www.NowataPrinting.com

Harrison, AR

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Nowata, OK

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Springfield, MO

Tight Economy? Revenue Down?

What's a newspaper to do?

Newspapers • Reading • Education Kidsville News! • Internet • Truman, the dragon

2008 Kidsville News! Circulation National: 1,282,118

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Find out why the Kidsville News! educational resource and children's newspaper is the fastest growing publication in NC and the nation.*

2005 Kidsville News! Circulation National: 80,000

2007 Kidsville News! Circulation National: 806,125

Call today: Bill Bowman, President

bbowman@kidsvillenews.com 910.222.6200 or 910.391.3859

www.KidsvilleNews.com Kidsville News! is not a franchise, insert or special section. Supported by the

The way to get started is to quit talking and begin doing. Walt Disney I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes. Philip Dussenberry The difference between a successful person and others is not a lack of strength, not a lack of knowledge, but rather a lack of will. Vince Lombardi

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Join Us In Louisville!

sapa’s Homerun derby will give your team what they need to compete!

SAPA Conference Hyatt Regency — August 28 - 29, 2009

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