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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 March 2010 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

How To Create Response Advertising John Foust shows us how to create advertising that gets results. Page 3

Conference Schedule Join SAPA and IFPA in the Music City, Nashville, Tennessee on September 23 - 25, 2010. Plan now to attend this Megevent! Page 9

Success is a Journey In this article Joe gives us all some life lessons that build a philosophy that helps us and our clients. Page 5

Is Your Sales Force Ethical? Landy Chase of Charlotte, NC questions whether or nor our salespeople deliver. Page 7

Stamp Tax Issues At The Postal Service Donna Hanberry with the Saturation Mailers Coalition keeps us up-todate on legislation that could change the way we mail. Page 10

Southeastern Publishers

Advertising Association

How To Overcome: “My Ad’s Not Working!” By Jenae Rubin Avoid Cancellations Because Ads Aren’t Working This month’s tip will help you if you have a good publication. If your paper has a mission, solid content, good distribution and circulation, read on for how to overcome cancellations because ads aren’t working. According to Drip Marketing, Cahner’s Advertising Research Reports and many other research reports, in order for advertising to work (in most cas-

Most people need to see ads numerous times before they respond to them, and you need to share this information with your prospects. Use research you have to show that after seven insertions, ad effectiveness increases 350% and after 17 views, it es), you MUST have frequency. Often goes up to 631%. advertisers expect immediate results Sell what works from their ads, and then blame your product when they do not see sales Don’t accept 1x ads! It wouldn’t even increase. Here’s how to handle this be considered for television, radio or dilemma: a host of other media, so don’t even Before you start “selling” ALLOW it for print! I know this is a scary approach – you’d rather have Find out what their expectations are. something than nothing. This way you will be able to avert this potential problem. When the time Unfortunately this self-centered stratis right (preferably before signing an egy usually results in advertisers not insertion order), “teach” them how renewing or continuing anyway, so advertising works and move their ex- you’re cutting your nose to spite your face. Try telling them something like, pectations to the reasonable. continued on page 2

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How To Overcome: “My Ad’s Not Working!” “I don’t want to take your money once. In order for you to be satisfied, you have to run at least three (or sixyou choose the number) times. If you are not ready to commit to this, I’d rather you give your money to another company and be unhappy with them.” I promise you will get a LOT more business refusing 1x than you will ac-

signed! This is why it’s so important to approach the sale from the proper vantage point in the first place.

If you’re having trouble with one-time sales not renewing, try this strategy. continued from page 1 You’ve got nothing to lose and everycepting them. More people will trust thing to gain. you and sign up right away for 3x and 6x AND you will have 3x and 6x orders instead of the 1x’ers that do not People are your most valuable asset. Only people can be made to renew. appreciate in value. When the dreaded Get around the right people. cancellation call comes Associate with positive, goalNow you have to do what you should oriented people who encourage have done before the contract was and inspire you. Brian Tracy Learn how to be happy with what you have while you pursue all that you want. Jim Rohn

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SAPA Leadership

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

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Vice President Tony Onellion Bargains Plus Slidell, LA 985-649-9515

Respect is the key determinant of highperformance leadership. How much people respect you determines how well they perform. Brian Tracy

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

Secretary Caroline Quattlebaum Southeast Sun Enterprise, AL 334-393-2969

Board Member JW Owens SGS Publications, Inc. Keystone Hghts, FL 863-634-8499

Board Member Will Thomas Exchange, Inc. Fayetteville, TN 931-433-9737

Past President Greg Ledford Shelby Shopper & Info Shelby, NC 704-484-1047

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

How To Create Response Advertising By John Foust, Raleigh, NC In general terms, there are two types of advertising: Image and Response. Image advertising is designed to create – and maintain – the personality of a brand in the marketplace. The objective of an image campaign is to give consumers a good feeling about an advertiser, and help them remember that company when they make future buying decisions.

On the other hand, response advertising tells consumers, “Buy now,” instead of, “Remember us when you’re ready to buy.” There is a sense of urgency in response advertising. Both types of advertising belong in your marketing toolbox. However, when times are tough – and when advertisers are demanding immediate results – it is wise to focus your attention on response advertising. Here are two key points to keep in mind: continued on page 4

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1. Make an offer. In the first “Godfather” movie, Marlon Brando’s Don Corleone character said, “I’m gonna make him an offer he can’t refuse.” Although that line had nothing to do with advertising, it is worth remembering when creating a response campaign. To put it simply, an offer is an incentive to take immediate action. It is a deliberate effort to turn passive readers into active participants in the marketing process. I know of a men’s clothing retailer that is ringing up big profits in spite of a difficult economy by frequently selling upscale merchandise at bargain prices. Most of the inventory is discounted for these sales, but at least one item serves as an irresistible offer – $295 cashmere sweaters for $69, for example. This cashmere sweater is known as a loss leader, an item which is sold at a loss to attract shoppers. Some advertisers like to offer special pricing (early bird specials, coupons, multiple-purchase discounts). Others rely on giveaways to generate business (free market analysis, free sample, free installation). And others have found success with special events (celebrity appearances, contests, new product introductions). An offer should have an expiration date. If consumers think they can take advantage of the offer whenever they want, there will be no feeling of urgency. You want them to buy now, not later. Scarcity is a powerful way to create urgency. If you are selling a finite inventory (real estate, for example), let your target audience know that selection will never be better than right now. 2. Test and measure. How will you know which offer will produce the

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maximum response? The only way to find out is to conduct tests. A business might run a “buy one, get one free” coupon during one sales cycle, then follow it up with a “half price” coupon (both represent virtually the same benefit to consumers). A real estate developer might run the same headline and copy – but different photographs – in separate test ads. A car dealership might feature different incentives in back-to-back ads.

The purpose of testing is to measure response from each ad, so you can tweak your approach for the next round. Eventually, you will get a good feel for what works best. It’s all about getting results. (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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Success Is A Journey by Joe Bonura

Should’a, Could’a, Would’a There is no such thing as should’a, could’a, would’a. What you do now is significant! The only thing between you and the success that you were born to experience is YOU. As the cartoon character Pogo said, “We have met the enemy and he is us.” Actually, change that to, “I have met the enemy, and he is ME.” I Will In his book, Lonely on the Mountain, Louis L’Amour writes, “There are two kinds of people in this world: those who wish, and those who will.” Those who wish don’t seem to get anywhere. It is those who will who begin and then accomplish. Do you have the wish to succeed, or the will to succeed?

my success engine and focus on the results. I had a reason, besides my paycheck, to get up in the morning. I was excited and motivated every time I thought about advertising, so I went back to school to study marketing. I was on my way to attaining the skills required for the advertising profession.

I was married at 19 years old, and my goal or destiny was to take home a paycheck each week. Every week I would look to see if the i’s were dotted and the t’s were crossed on my paycheck. I had no other destiny but to make a living and pay the bills. So that is exactly what I spent my time doing—earning enough money to get by. Wake Up and Succeed Driving to work one morning, I heard Earl Nightingale on the radio. He said that I could have, be, or do anything I wanted in life if I knew what that anything was. Until then, I had no goal, so he motivated me to consider a profession that excited me. Yahoo!

I was fascinated with advertising, so I reWhere there is a Will, searched the subject in the library. The there is a Way more that I read, the more excited that I became. I had discovered my Yahoo facIf you have the will to succeed, this may tor. motivate you toward your destiny. And what is your destiny? If you do not know When I flew solo in an airplane for the where you are going, it is impossible to first time, and when the plane touched get there. Another way to say it is, if you down on the runway, my exhilaration in do not know where you are going, you completing the task was a resounding yell have already arrived. of “Yahoo!” Getting By, Or Getting Ahead

Destination + Will = Future Setting further goals, I wrote on paper my commitment to open an advertising agency by the time I was thirty years old. I was twenty-nine years and nine months old when I opened Bon Advertising Agency that became the second largest advertising agency in the state— all because I had a destination and a will. The Questions Will Give You The Answer You can do the same thing once you know your goal and your Yahoo factor. Those are the two powerful questions you will answer in your lifetime. Most people don’t succeed because they don’t set goals. Write these two questions on a three-by-five card and carry them with you for the next thirty days: What do I see myself having, being, or doing ten years from now? What is my Yahoo factor? We Become What We Think About

A Reason To Get Out Of Bed

I saw myself owning an advertising agency, living in a nice home, driving a nice car, sending my kids to college, and having money to help others in need. Every time I thought about the outcomes, my subconscious mind would say, “Yahoo!”

Once I had a destination, I could turn on

continued on page 6

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Success Is A Journey Enjoy The Journey Success is a journey, not a destination. When I was 16 years old, my sister and her husband took me on a trip from New Orleans to Sacramento. When the trip started, I was very excited about visiting Sacramento, but I did not realize how much fun I would have along the way. We stopped at The Alamo, The Grand Canyon, Carlsbad Caverns, The Painted Desert, and I can still remember Flagstaff, Arizona, where I had the best Mexican food I have ever eaten. Do What You Love, And You Will Love What You Do

continued from page 5

The same thing was true about my journey to open my advertising agency. I started out with the goal in mind, but it was the journey that I really enjoyed. I worked in media sales; I was an ad manager with General Electric; I became a vice president at an advertising agency— all before opening my own agency. The journey was incredible. Bloom Where You Are Planted You can also bloom where you are planted. Maybe now is the time to ask yourself why you are in the career you are in. Do you remember the thrill of your first day on the job? Why not rekindle that excite-

in·san·i·ty

ment for what you do? A job will only give back to you what you put into the job. Read some books on your industry. Consider your profession from the standpoint of what you do for your customers, and imagine their lives without your services. Yell “Yahoo!” every time you get in the car after making a sale. It’s The Real Thing If you can’t get excited about what you do, move over and allow someone else, who would love to have your job, to take your position. Then get a job doing something you really enjoy doing—something that will make you say “Yahoo!” every morning when you get out of bed. Your life on earth is not a dress rehearsal—it is the real thing. © 2009 Joe Bonura & Associates, Inc. Joe Bonura & Associates, Inc. Website: www.bonura.com, 407 Landis Lakes Court, Louisville, KY 40245, (800) 4443340 toll free. E-mail: sales@bonura.com

[in-san’-i-te]

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Is Your Sales Force Ethical?

by Landy Chase

Several weeks ago I received a telephone call on my voice mail. It was from a person (we’ll call him Fred) whose name I didn’t recognize. Fred’s message to me sure sounded important. In an urgent tone of voice, he said, “It is extremely important that you call me back as soon as possible. My number is --------. I will be expecting your call!” Fred didn’t include any information on what the call was regarding. Concerned, I immediately returned Fred’s call. When Fred answered the phone, he thanked me for returning the call and immediately began a sales pitch on a product his company offered. Now, some of you managers reading this article may think that Fred’s tactic is very clever. You may have attended the same sales training seminar that Fred did, and you may also think that tricking me into thinking that the call was urgent was a

ture telephone calls, which I would call a step in the right direction.

What about your sales team? Do your people sell in an ethical manner? Here are 7 ethically challenging situations that perfectly acceptable most sales people find themselves in. way to get his call reWhat would you do? And, by the examturned, as it certainly did accomplish this ple you set as a manager, what would your objective. people do? So he got through. Congratulations, Fred. (1) A customer asks you why your prodLet me tell you what happened next to uct or service is better than your competiour clever salesman. tor’s. Do you resist the temptation to say “Fred”, I replied, “there is no need for you negative things about your competition? to continue, as I could never consider (2) You can sell an expensive option that buying from you.” is more than is needed, or recommend Fred’s smooth delivery suddenly hit major a better fit that costs the customer less turbulence. “And why is that?” he asked. money. Do you go with the lower-cost “Because,” I replied, “you deliberately recommendation? misled me. You misrepresented the nature of your call to me, and essentially lied to me about why you were calling. Therefore, you have shown me that I cannot trust you, and consequently we will not be doing business together.”

(3) The delivery of a customer’s order is going to be late. Do you call them to let them know, or do you hold your breath and see if they complain?

(4) You mistakenly get a lead in another sales person’s territory. Do you turn it Poor Fred had difficulty handling this ob- over, or do you write up the order yourjection. So much so that I seriously doubt self? that Fred will continue this tactic in fucontinued on page 8

David C. Zeh Print Sales Consultant 402 Mayfield Drive • P.O. Box 966 Monroe, GA 30655 toll free: 800.354.0235 local: 770.267.2596 fax: 770.267.9463 Partners in Printing Since 1900

mobile: 770.722.0076 email: dzeh@waltonpress.com www.waltonpress.com

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Is Your Sales Force Ethical?

Based in Charlotte, North Carolina, Landy Chase, MBA, CSP is an expert who specializes in speaking to corporations and associations on advanced professional sales, marketing and sales management skills. For more information, visit his website at www. landychase.com or call (800)370-8026.

continued from page 7 5) A customer wants to know if you can ness trip to get additional cash? get an order filled by a certain date. You All of us find ourselves in situations have reason to think that it will not be where we can take financial advantage possible to meet their needs, yet you want of our customers, our employer, and our the sale. Do you tell them your concern, peers. My question to you is what amount Express your admiration for the traits, possessions or accomplishor do you say “no problem?” of money is your integrity worth? ments of your customers. Little 6) Your customer is due for a price in- People don’t just buy from people they things mean a lot. crease, and you are hesitant to bring up know. They buy from people that they Brian Tracy the issue. Do you discuss it with them, respect. As a sales manager, if you behave or just bill them at the new rate and see if in an ethical business manner at all times, I find it fascinating that most people they complain? you will find that your sales people will plan their vacations with better care 7) You are filling out a business expense follow your example, and success will than they do their lives. Perhaps report for meals, transportation, etc. You come from the reputation that your orga- that is because escape is easier than have some blank receipts that you’ve col- nization builds in the marketplace. change. lected from non-related personal expens- If you don’t, you will always, sooner or Jim Rohn es. Do you turn in these “phony” receipts later, pay the consequences. for items that weren’t part of your busi-

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Conference Schedules

Super Conference Sept. 23-25, been there before. You’ll sample some of 2010: Plan now for a great conference the best the South has to offer as well

in 2010. IFPA will join with SAPA in Nashville, Tennessee at the beautiful Hilton Downtown. We selected a hotel right in the heart of downtown, located next to the Country Music Hall of Fame. You will experience the energetic, unique nightlife as well as a trip to the Gaylord Opryland Hotel if you haven’t

as an educational, entertaining, and exciting schedule of events. Now, more than ever, you’ll benefit from attending this upcoming conference. Call Douglas Fry at 1-800-334-0649 for more info.

Treasure In Tucson - April 22 - 24, 2010: The 2010 conference will be

held at the Westin La Paloma Resort and Spa in Tucson, Arizona April 2224, 2010. AFCP is proud to bring you to The Westin La Paloma in beautiful Tucson, Arizona. With all the amenities that surround you, this will be one of their best conferences yet. They will end the conference with an open mic session for publishers and managers to discuss things they learned at the conference and share ideas that are working in their markets. Go to www.afcp.org for more information.

Announcing the all new Recas.com

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Exceeding Expectations working with you every step of the way We truly believe in a partnership and this begins before your job ever enters our plant. We offer consultation on file preparation and design needs such as color balance, photo retouching, etc. This service is free of charge and offered at any time.

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Stamp Tax Issues At the USPS by Donna Hanbery

STAMP TAX IDENTIFIED AS NUMBER ONE ISSUE FACING MAILERS

Each year the Postal Service is required to pay over $7 billion into the Federal Treasury to fund current and future retiree health benefits. In reports issued by the Office of Inspector General (OIG), the Postal Regulatory Commission (PRC), and the Hay Group, these annual payments have been found excessive or unjustified. When mailers compute the amount of their postal payments required to help fund this debt, the total equals a “stamp tax” of over 7% built into the postal rates mailers are paying today and will need to pay in the future. The issue of the retiree health funding has been identified as the number one issue facing the Postal Service and postal stakeholders. On January 28, 2010, PostCom convened a Leadership Summit where PostCom members and association representatives were invited to come together to discuss the top issues facing the Postal Service. The list of participants read like an alphabet soup of mailers with representatives from bankers, business catalog mailers, parcel shippers, DMA, advertising distributors,

the Postal Service was part of the Federal Government.

printers, envelope manufacturers, individual mailers, SMC and others. The number one issue topping everyone’s list of top five concerns was the pre-funding of postal retiree health costs. During, and after, the meeting association leaders discussed the importance of taking this issue to the Hill and developing materials that can be used in communications with the nation’s postal policy makers. The momentum to take action on this issue was continued by PostCom in its February Board meeting. The Board of Directors unanimously passed this resolution to stop the stamp tax: PostCom should propose and pursue a permanent correction and elimination of the annual USPS Retiree Health Benefit payment. The OIG report, Hay and PRC reports all document that postal payers have been overcharged. The annual health cost payment is pushing the USPS to cut services and shift costs to ratepayers when it is not necessary. It is a stamp tax on postal payers. PostCom should urge its members and other postal associations and stakeholders to ask Congress to: * Recognize that the USPS and ratepayers have overpaid the Federal Treasury for postal pension obligations that arose then

* This over pay ment has f ully or substantially satisfied the Postal Service’s retiree health costs obligations. * Congress should stop this stamp tax by recalculating the over-funding of the pension obligations and reduce or eliminate the annual retiree health cost payment. The impact of the stamp tax on the Postal Service’s health and future was a topic for discussion in a public forum meeting conducted in late February by the Postal Regulatory Commission and in comments filed with the Commission in proceedings considering the Postal Service’s annual compliance report. On February 23, 2010, the Saturation Mailers Coalition filed comments with the PRC that described the financial stability of the Postal Service as the most critical issue facing the Postal Service, the Commission, mail users and postal workers. The comments stressed that with the exception of 2009, where the recession induced a decline in postal volumes and revenues, the Postal Service’s financial problems and hemorrhaging was caused by the “mammoth obligations imposed on it for the funding of retiree benefits a staggering $7 billion annually.” SMC describes the Postal Service’s financial woes as “result of legacy costs inequitably imposed on the Postal Service and its continued on page 10

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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ratepayers, resulting in a huge overfunding of retiree obligations that is a tax that has undermined the efficacy of the Postal Service as a communications medium and brought it to the brink of insolvency.”

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the Postal Reform Act to inform and educate Congress about of the status of the postal system and the Commission’s assessment of the rationality and impact of these excessive funding obligations.

to maintain the postal system as a vital national communications medium.

Hopefully, the PRC will add its important voice to the voice of industry leaders in shedding light on the “stamp tax” and SMC urged the Commission to thoroughly Although the Commission cannot make asking that the Postal Service and postal review the issue of over-funding of the or change the law, the Commission could ratepayers be relieved from this unjust and Postal Service’s pension and retiree health make recommendations for legislative inequitable burden. obligations and to use its authority under reform to correct the overfunding in order

March PaperChain Report Janelle Anderson, Executive Director of Wisconsin Community Papers, is the new Public Service chairperson and is working closely with the March of Dimes to promote various walks across the country. Janelle came up with an outstanding idea to gain member support and help the March of Dimes as well. Her idea was to get all the associations to agree on running a 25-word ad in the association’s classified network. With all the associations’ support the total combined circulation of all the networks is 62,700,000. That is correct - almost 63 million. Janelle then asked the associations to provide what the actual cost would be if a person were to place a 25-word ad in each individual paper. The total value for the ad to run in 62.7 million papers across the country is $27,310.05. If we use the CVC national average of 1.75 readers per paper the total readership will be 109,730,000. PaperChain will be able to promote the March of Dimes in the various classified networks and receive credit for the cost of those ads as our commitment to the March of Dimes. From

this we will secure a statement about the impact our efforts have made in 2010. This information will be used to promote the value of all the classified networks. While the above cost of $27,310 represents the actual value by placing an ad in each paper individually, the cost to place an ad through one of the networks is extremely low for the actual value. PaperChain will hold a strategic planning session in conjunction with the IFPA/SAPA conference in September. Since so many on the PaperChain Committee will be attending the conference, the executive committee of PaperChain decided to help the various associations save costs and have the planning session after the conference. When you attend the AFCP conference in April, please stop by the PaperChain booth and check your SRDS listings on one of several computers that we will have set up. There will be someone at the booth from the PaperChain committee to help you log on and to answer any questions you may have. This is just one of the benefits your paper enjoys by belonging to PaperChain. It is extremely important that you have correct information in your SRDS listing. That is how a media buyer learns how to contact you. After all, it is your money!

Of all the “Attitudes” we can The only place success acquire, surely the attitude of comes before work is in the gratitude is the most important dictionary. and by far the most lifeVince Lombardi changing. Zig Ziglar Southeastern Advertising Publishers Association (931) 490-0400

When you choose to be pleasant and positive in the way you treat others, you have also chosen, in most cases, how you are going to be treated by others. Zig Ziglar

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IFPA & SAPA Rhythm In the musIc cIty

hIlton hotel, Downtown nashvIlle, tennessee

JoInt conFeRence

sept. 23-25 n ce e R e nF ou! o c eR ock y aIls. P a P R e et a FRheat wIllay.com FoR D D t aPato .s www

eR GItom e s a FRy InGt:es lanDy ch R a Gl a s u e o a I P D c aP ens asso l m av a I R actsslImP covey o eDIt eR s ke v I n D a e l ales us s R u G w eb

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2010 March  

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