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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

The Importance of Paying Attention When our customers speak are we really listening or are we working on our response? 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

APRIL 2010

How To Sell An Icebox To An Eskimo In this article James Lorenzen shows us that we should sell like Herb Tarlick of WKRP. Page 5

The Most Poorly Handled Request Landy Chase of Charlotte, NC questions what our advertisers really want when they ask us to “send them some info.” Page 7

Stamp Tax Issues At The Postal Service Donna Hanberry lets us know that those crazy folks at the Postal Service are offering another Summer Sale. Here’s how to cash in. Page 10

Southeastern Publishers

Carpe Salesem By: Noah Rickun You’ve probably heard the mantra Carpe Diem a thousand times. It’s on t-shirts, bumper stickers, motivational posters, and screensavers. Some people even have it tattooed on their bodies. The phrase is originally from a Latin poem written by Horace over two thousand years ago, where it appeared as “Carpe diem quam minimum credula postero” or “Seize the day, trusting as little as possible in the future.” But what does this have to do with sales? I recently created and adopted a new sales mantra: Carpe Salesem . I want to share it with you.

Carpe Diem (seize the day!) is a philosophy for life. Carpe Salesem (seize the sale!) is a philosophy for sales success. In light of my discovery, I’ve made a conscious decision to approach customers with value, with ideas to improve their business, and with a focus on long-term relationships rather than wham-bamtransaction-slam! You might be able to manipulate prospects into making a onetime purchase, but that “slam!” above is the sound of your one-time customer slamming the door on future sales. It may take me a little longer to get the first order with the Carpe Salesem philosophy, but I keep my customers for life.

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Advertising Association

And so can you. Carpe Salesem is NOT “selling by telling.” It’s not about pressuring your prospect or customer to buy now. Carpe Salesem is about balancing buyer urgency (or lack thereof) and seller patience. Let me be clear: I’m not suggesting you take a passive role in your success. You MUST take actions every day that create a buying atmosphere, and that identify buyer needs and wants, rather than your product’s features and benefits. The Carpe Salesem philosophy incorporates best practices from my personal sales experiences, and lessons from successful salespeople I have worked with over the years. By no means do I consider myself a literary god (take, for example, the fact that I invented a Latin word— Salesem — without proper authority), but I do know that my mantra works for me. And, it can work for you IF you apply the elements to yourself and your business.

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Carpe Salesem

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Here are the essential elements of my Carpe Salesem philosophy: 1. Seize every opportunity. Not just the sales opportunity, but opportunities to serve others in memorable ways that lead to relationships. 2. Enjoy the sales process. Don’t just seize the sale; enjoy it. Make use of your passion and your customers will love you for it. 3. Help your customers. Offer valuable insight and solutions. Become known as a resource—someone who is helpful, rather than someone who is just looking for a commission. 4. Be prepared. Plan your day the night before and come in to the office (or better yet, to a customer appointment) with your sales guns blazing. Understand the importance of Monday morning and Friday afternoon. You can put in eight productive hours (four on Monday, four on Friday) while your competition is either hung-over or leaving early for happy hour. 5. Be responsive. I have a rule that I ALWAYS follow—ALWAYS, ALWAYS, ALWAYS respond to EVERY customer contact (whether it be a voicemail, email, instant message, text message, or smoke signal) before you go to sleep. Even if it’s 3a.m. and the only thing you have the energy to write is, “Hey Mr. Customer, thanks for the email. I wanted to let you know that I received it and that I am working on a great solution for you. I’ll be in touch to-

6. Be friendly. A smile costs nothing, but it’s worth millions. Being friendly sets the tone for a great relationship. And a great relationship sets the stage for big sales. I landed the best account of my life by befriending the biggest jerk in my industry. Turns out, he wasn’t that bad of a guy. He just didn’t know how to smile. 7. Be memorable. Differentiate yourself from your competition with creative ways to serve your customer. 8. Be studious. I’m not an expert at sales. I’m a student of sales. I’ve been that way since I started selling 20 years ago, and I’ll stay that way until I die. Staying a student means I learn something new every day.

This list is by no means exhaustive, and each element is a lesson in its own right. In the coming weeks, I’ll share those lessons and how to apply them to your business in more depth. NOW IT’S YOUR TURN: What’s your sales philosophy? Or better yet, what’s on your Carpe Salesem list? Email the most powerful element from your list of sales tenets to noah@gitomer.com . I’ll post the best ideas on my blog at www.rickun.com Noah Rickun will be one of our featured speakers at our conference in Nashville. He is a Gitomer-Certified Speaker who helps companies everywhere increase sales, build customer loyalty, and develop their YES! attitudes. You may contact his friendly office at 704-333-1112.

9. Be inquisitive. Instead of telling your customer everything about YOU, ASK your customer about their needs—and don’t stop until you know everything there is to know about them. Your competition will be reciting features and benefits, marketing drivel, and lines from Cheap Sales Tricks 101 while you’re finding out how to actually get your customer to buy. It’s up to you: Don’t ask…don’t sell. 10. Be persistent. Nothing says Carpe Salesem more than persistence. And the key to mastering the elements above is being persistent in everything you do.

PALIGODATACONSULTING

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morrow with an idea and answer to every question you’ve asked.” My rule does not result in perfect service, but it works. It puts the customer at ease and it shows them you care.

Don’t quit until you know in your heart it’s over. If you have to ask yourself if it’s over, it ain’t over. It’s only over when you sincerely believe that you can no longer be of service to your customer.

c

Ryan Paligo President

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

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SAPA Leadership

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

US

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

Positive thinking won’t let you do anything but it will let you do everything better than negative thinking will. Zig Ziglar

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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

The Importance of Paying Attention By John Foust, Raleigh, NC Rosa controls the advertising for a regional business. When I asked if she had any advice for media sales people, she laughed and said, “Tell them to pay attention. That’s the best way to make a good impression.” She told me that when she started in her position as marketing director, one of her first tasks was to update her media files. She called local paper’s sales Southeastern Advertising Publishers Association (931) 490-0400

executive who was assigned to her account and told him that she needed their latest media kit. She made it clear that she was just gathering information for future consideration and, therefore, was not in a position to sign any advertising contracts for at least a year. He insisted that an in-person meeting would be better than putting the media kit in the mail, and she agreed to an appointment. “When he arrived at my office, the first thing I noticed was that he didn’t have a briefcase or notebook,” she said. “If he had a media kit with continued on page 4

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him, it had to be small enough to fit in his jacket pocket. I asked him point blank if he had brought the kit. He said, ‘First I’d to get to know your business,’ and asked about our marketing plans.”

waste of time,” she said. “I had made “The most surprising thing,” she a simple request, and he ignored it.” explained, “was that he told me he To compound her disappointment, he had over 20 years of media sales e-mailed an attachment of the media experience in radio, television, kit, instead of sending an original, web and print. Considering that printed copy. “The attachment was background – and considering the fact She provided him with basic inadequate, because their original that he had worked with hundreds of information about the company, their media kit was produced on oversized advertisers – I wonder why he never marketing history, and general goals paper,” she said. “By the time the learned to pay attention.” for the future. The conversation was attachment was reduced so it could (c) Copyright 2009 by John Foust. All pleasant enough, but she found it be printed on our office printer, the rights reserved. E-mail John Foust for strange that he didn’t take notes. At type was barely readable, and the information about his training videos for one point, he pulled an index card color was blurred.” ad departments: jfoust@mindspring.com out of his pocket, jotted something The worst was yet to come. “A couple down, and quickly put it back in his of weeks later,” Rosa said, “he called pocket. She remembered thinking to say that he had worked up an that he couldn’t have written more advertising proposal based what we Man was designed for than a couple of words. had discussed. He seemed surprised accomplishment, engineered As the conversation ended, she reminded him that the purpose of the appointment was to provide her with a media kit. He promised to send one to her. “The meeting was a complete

when I repeated what I had been telling him all along - that the purpose of my original call was to get a copy of his paper’s media kit for my file.

for success, and endowed with the seeds of greatness. Zig Ziglar

What is your overall satisfaction with Nowata Printing Company? 100 100

80 80

60 60

2009

We’ve been asking our customers the same question—and we’re real happy with the feedback. It’s loyalty like this that is helping us become the most complete resource for shoppers, newspapers, inserts, flyers, and catalogs, in the midwest. Give us a call to see how our numbers can help improve yours.

2009 2008 2007

2008 2007

40 40

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8 8 8 - N o w a t a 1

00

www.NowataPrinting.com VerySatisfied Satisfied Very

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Neutral Neutral

Dissatisfied Dissatisfied

** Source: 2009 Customer Satisfaction Survey

8 8 8 - N o w a t a 1

www.NowataPrinting.com Harrison, AR

|

Nowata, OK

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How To Sell An Icebox To An Eskimo

“Yes. So, why are you here?” Now, the Eskimo is curious. “I just wanted to ask you a few quick questions, would that be okay?” The pro is getting permission and the Eskimo appreciates the thought. “Sure, I guess so.”

“Obviously you live in a very cold place. by James Lorenzen Tarlick. I live in an igloo - It’s a house Tell me, Mr/s (name), what’s the biggest made of ice!!! Why would I need an ice problem you have when it comes to food Ever hear someone say that somebody box?” storage?” they knew was a natural-born salesperson who was SOOOO good, s/he could sell Herb’s stumped. He goes back to the “Hmmm,” The Eskimo thinks for a moan ice box to an Eskimo? office and puts his feet on the desk. He ment. “I guess it would be keeping fruits feels dejected. When his sales manager and vegetables.” Ever wonder if that’s really possible? asks him what’s wrong, Herb says, “I need “How do you mean?” Everyone knows what the stereotype help closing… I just can’t seem to close “Well, take our cherry tomatoes, for exsalesperson would do. You can almost a sale!” see the scene in your mind… Remem- Poor Herb. He doesn’t know ‘closing’ ample. It get so cold up here they freeze solid!” ber the TV show, WKRP in Cincinnati? isn’t his problem. He’ll never be a pro. The ad salesperson was Herb Tarlick. “So you need to do something to protect Imagine him trying to sell an ice box to So, how does a real professional do it? them FROM the cold!” Now, the pro an Eskimo! It’ll be different! knows the problem. He’d drive-up in his truck with the ice box The pro drives up; but he leaves the ice “Yeah. That would help.” loaded on the back; he’d get out, unload box on the truck! There are no fancy brothe ice box and start talking. He wouldn’t chures, either. The pro is carrying noth- “How much is this costing you?” listen much; he’d just talk. He’d probably ing but a pad of paper and a pen. The Eskimo does a little quick figuring tell a few jokes, slap the Eskimo on the back, maybe even offer him some kind of The Eskimo sees him and says, “What are and tells our pro just how much he’s losyou selling?” ing on fruits and vegetables each month. ‘freebie’ – but always constantly talking. Now the pro knows cost of the problem You can just see Herb opening the refrig- The pro begins, “Hi, Mr/s. (name)! Actu- and can calculate the value of the soluerator door, slamming it, and opening it ally, I don’t know if I can sell you anything tion. again… all the while filling the prospect’s today or not; besides, if I can’t make it ears with all the features, advantages, and profitable for you, you’re not going to buy “And, you’re just throwing that money away?” benefits he knew – after all, that’s what he anything from me anyway, are you?” was taught to do in Sales 101! “No, you’ve got that right.” “Yeah, I guess so. There’s nothing else we After Herb goes through everything he’s “Well, honestly, I wouldn’t want you to. can do!” Hmmm, no alternatives! learned, he tries to close: “So, what do I’d rather you DIDN’T buy and tell peo“Mr/s (name), I think I might have a you say, shall I write you up?” ple I was honest than make a sale both of solution for you… and I’ll bet it would The Eskimo then says, “Look here, Mr. us would regret. Does that make sense? continued on page 6

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How To Sell An Icebox To An Eskimo cost less than you’re throwing away each month!” “Really?” “Yes! Take a look!” Our pro shows him the ice box. “It has two benefits I think you’ll really like. First, it will protect your fruits and vegetables FROM the cold, which I know you’ll like; but secondly, if you plug it in, it’s climate-controlled!” Still, no brochures, no data… just what the prospect needs to solve the problem. “Yeah, that makes sense!” “… And, we can make it so it costs less than you’re losing! Would you like to

W W W. S A P A T O D AY . C O M Are you pre-occupied with making a sale?... or are you more concerned with your prospects’ success?

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Your competition is leading with media kits. That’s why they’ve become commoditized; they don’t know how to sell anything else. Growth comes from selling solutions, not product.

End of story. We now know how the pro does it.

Develop competence! You’ll then have confidence. YOU – your approach - will be the differentiator that makes them want to talk, listen, and open a relationship with you from that day forward.

have it?” “Sure!”

Look at your own sales approach. Are you ‘pushing product’ like Herb Tarlick? Or, are you solving problems like a real professional. Here’s how to tell: Are you `leading’ with your media kit or brochures?...or are you leaving them in the car? Are you selling your audience and coverage?... or are you finding out what the prospect really wants to achieve?

in·san·i·ty

James Lorenzen has been a headline speaker more than 500 conventions worldwide (see www.jameslorenzen.com) and successfully founded, built, and sold five papers of his own. In six years of ad sales, he never sold an open-rate ad! Every sale was a campaign of 13 consecutive weeks or longer and over 80% of all sales were for a full year or longer, getting deposit money with each sale! He once sold 22 campaigns in 22 days and 52 campaigns in 29 weeks. Five times, he received all the money for the entire year in advance! Jim has appeared in scores of publications as well as on Nightingale-Conant’s `Sound Selling’ audio series and American Airlines’ `Sky Radio’. He can be reached through Gardner Hathaway, LLC at 805.265.5418.

[in-san’-i-te]

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The Most Poorly Handled Request by Landy Chase

Everyone knows that in professional selling, time is money. If you are developing your market properly, you spend a lot of your valuable time in follow-up with potential buyers. Follow-up spent with a contact who ultimately does not buy from you is, at least for now, a waste of time. When people are non-qualified prospects - in other words, for whatever reason, they are simply not interested - they will communicate this in a variety of ways. Each requires a different approach for effective handling. There is one way this is communicated, however, that can literally be a poison pill to your time management. Do you know what it is? Answer: “Send me some information”. Why? Well, let’s “translate” the statement “send me some information” as it is meant by most buyers:

machine and spend a couple of dollars of company money to get it to me in a timely manner. Do all of this, so that upon receiving the information I requested, I can dump it -immediately and without reviewing it into the trash can.

“I’m not remotely interested in what you are calling me about. However, since Obviously, in such cases the best soluI don’t have the backbone to simply say so tion is to avoid going through this pro- and since I don’t respect your time - here cess. However, the problem with “send is what I would like for you to do: me some information” is that you have to Go to your literature closet and carefully deal with two sticky issues, both of which select and collate a complete set of those impact what to do next: expensive four-color brochures that your (1) The person might, in fact, have a sericompany maintains just for people like ous interest in doing business with you, in me. which case it would be worth your time to Spend a half-hour or so in front of your follow through, and computer, typing a nice cover letter for (2) It would not be appropriate to say, me. “before I send this, I need to know if you Or, better yet, pull your secretary off of are serious or not”. Yes, you are entitled to some important task so that she can do know - but this situation must be handled this for you. delicately and properly. Type up and print a nice label with my What’s a good time manager to do? name and address, and place this label on The next time that someone suggests that the cover of a nice, big envelope. you “send them some information”, folPut your marketing literature in the enve- low the following approach - verbatim. lope. continued on page 8 Run the package through your postage

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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The Most Poorly Handled Request

“We have a company website that includes information on everything that we do, and going online will save you the time of having to wait for the materials in the mail. Do you have a pen? Here is the web address.”

One final point: Sadly, there are a lot of sales people who make a habit of actually asking prospects, “would you like me to send you some information?” without this even being requested. These are truly the lost souls of our profession, because it is so much easier for prospects to say “yes” than “no” to this useless question. Think about it: every “sure, send it on” that they get buys them another twenty minutes of wasted time. Because of this simple tactical error, they are participants in the ultimate selling irony - the more calls they make, the more unproductive they are. The classic case of working hard and not working smart.

Their response – virtually always - will be to quickly accept this offer, because they have not the slightest interest in your information in the first place. Congratulations! Get off of the phone and be thankful for the half-hour of saved selling time that you just put back in your pocket.

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

continued from page 7 First, Empathize: “I would be happy to Now - what to do about that spineless send information to you.” Next, Qualify: wimp who wants to waste your time? If “What is it specifically that you interested your contact says, “just send me whatever in?” you have”, use this approach: Watch the response! You are going to find out, immediately, if this person is wasting your time or not. Qualified Buyer: “I would like information on __________” Time-Waster: “Just send me whatever you have”. If they make a specific request, suggest a meeting so that you can review the request personally and answer any questions that they have. If they don’t want a meeting yet, send the requested information and follow up in two business days.

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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.

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USPS Summer Sale II by Donna Hanbery

On February 18, 2010, Tom Foti, USPS Marketing Manager described, the Postal Service’s plan to seek approval for a 2010 summer sale. The sale would cover a five-month period with the official sale period starting July 1 through September 30. June and October would be control months to make sure that mailers do not shift normal volumes ahead or back to get sale rebates. The sale would be for standard mail letters and flats with the sale offering a rebate on incremental volume over a baseline. A customer’s baseline would be the same July through September period in 2009 plus 5%. Qualifying mailers would receive a 30% rebate on incremental volume over the baseline. Eligibility is limited to larger mail owners that did at least 360,000 pieces of standard mail between July 1 and September 30, 2009. Foti stated there are approximately 3,525 customers that would qualify for the program. The program is limited to the individual producers of the mail. Mail service providers or printers doing work for others are not eligible to participate.

Like all Postal Service rates and incentives, the program is subject to Postal Regulatory Commission approval. The official request for the sale will be filed with the PRC in late February or early March. The PRC decision is due 45 days after filing. If approved by the PRC, the Postal Service would set up a program where invitations are mailed to eligible mailers. Eligible customers could also register on-line for participation. The sale period would take place from July through September. A keep-you-honest adjustment would look at 2010 volumes from June and October over 2009. The rebate paid would be adjusted downward if it appeared that a mailer shifted mail volume from June and October in 2010 into the sale period. Rebates would be paid to customer accounts between December 2010 and January 2011. It does not appear likely that the Postal Service will extend or continue the saturation mail volume incentive when the program ends in May 2010. The Postal Service might consider a similar program or incentive in the future when it files for other price increases or rate adjustments.

results from the 2009 summer sale. 512 customers grew mail volume during the 2009 summer sale period. An additional 1 billion pieces of volume were added during the sale. The Postal Service identified two types of growth from the sale. Relying upon information obtained from customer surveys, the Postal Service concluded that approximately 40% of the additional volume would have occurred anyway and is considered loyalty growth. The other 60% of growth was attributed to the summer sale incentive. Foti stated that the 2010 summer sale will most likely be the last summer sale the Postal Service will have. Foti stated that these seasonal sales are not a good-long term strategy. The Postal Service is looking to develop growth incentives within its normal price structure and incentives that both meet the market demands of customers and encourage address quality and operational efficiencies. It is anticipated that the Postal Service will be looking more closely at rate design and may look more to segment customers and industries.

The single common denominator of men and women who achieve great things is a sense of destiny. Brian Tracy

Foti also discussed the preliminary

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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Report PaperChain will be attending the AFCP conference this month in Tucson, AZ. If you are attending please stop by the PaperChain booth to check your Standard Rate and Data Service (SRDS) listing. There will be several laptop computers set up to help you complete the task.

find other important information about your paper. Do you think SRDS will not be able to help your paper? In the past many publishers have felt that way. In a recent article by Joe Green of Green Banner Publications in Pekin, Indiana, he states that his paper just received 12 full-page ads because of his listing in SRDS. Joe goes on to say that if he had not updated his contact information, he would not have received the phone calls placing the ads. Joe writes, “The budgets for next year are almost set so you might not think updating your SRDS listing is that important to do right now. If you are typical, you have a lot to do and this can be done later. The key is to check it now before you forget it.” Joe goes on to say, “The two sales this past week were both special events that probably are being done off budget. The first was a bank buying another bank and wanting some special promotion when they change the signs. The other was the ‘Antique Road Show’, which is coming to town. These types of opportunities occur all year long.”

PaperChain and your fellow publishers are extremely interested This is extremely important for your publication. When media in hearing from you if you have received advertising because of buyers are searching for new papers to place advertising, the primary Standard Rate and Data Service. We will feature your publication source is Standard Rate and Data. As the paid newspapers decline in future PaperChain Updates. Please email me at briangay@mchsi. in circulation, advertisers are demanding more reach for the dollars com or call me at 800-248-4061. they are spending. Free papers are becoming an excellent alternative. Be sure to stop at the PaperChain booth and check your listing If your data is not correct, the advertisers will not be able to find while attending the AFCP conference. After all, it is your money. your publication. They will not know who to contact or be able to

Southeastern Advertising Publishers Association (931) 490-0400

(931) 490-0488 fax

11


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20 10 Southeastern Advertising Publishers Association (931) 490-0400

(931) 490-0488 fax

12


2010 April