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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

How’s Your Peripheral Vision? John Foust helps see more than is right in front of us. Look around to see a total marketing approach. Page 3

Conference Schedule We just had an amazing conference in Birmingham, Alabama. Now, prepare to join us in New Orleans, LA September 2012. Page 8

SEPTEMBER 2011

Graphics Series Ellen Hanrahan shows how Glyphs can add some fun and excitement to an ad, without a lot of work. Page 5

USPS Update If you don’t know what an Exigent Rate Remand Case means then read this article to understand this complex subject. Page 6

6 Steps to Effective Advertising Take your readers to the “buy” by using these six time-tested steps. Page 9

Southeastern Publishers

Advertising Association

Why I Love Free Paper Advertising by Bob Berting It usually takes me twice as long to read the average publication because I’m constantly stopping to admire the subtle nuances of a well-crafted ad. What is the ad trying to say? How does the ad make me feel about the quality of the product or service? How does the ad match up with the surrounding ads on the page? The same thing happens when I see other forms of printed advertising - brochures, mailing pieces, flyers - you name it. In short, over the years, I have become an advertising junkie.

This obsession with printed forms of advertising, and how it works, leads to a greater appreciation of creativity in successful advertising campaigns. If we want to catch—and hold— the attention of your readers, here are 3 things to think about when designing and writing copy for your ads:

mercials are not clear about the product or service until the last 5 seconds of the spot.

2. KEEP IT SIMPLE: Most display ads are too full of graphics and copy. That’s why the ads go gray to the reader and consequently lack good response for your customer. If you 1. KEEP IT FRESH: have a complicated story to tell, boil it Consumers are bored quickly. Surprise down to your main selling points and them with intelligent advertising. Sell convert them into a provocative headbenefits, not features. Show and tell ing for each ad. These headline points them quickly how the advertising can can also be seen as reasons to buy. If make them feel good about the prod- you give the consumer enough reasons uct or service. Most current TV comcontinued on page 2

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to buy, they will be far more receptive to the advertising campaign. 3. KEEP IT SMART: Most copy written today is mundane and most copywriters are in a comfortable rut. Think bigger. Think smarter. Look at what the competition is doing, then aim higher with sharper, more descriptive headlines and copy. Use a Thesaurus, which is both a dictionary of synonyms and a treasury of related words. I now ask you to shake things up. Create advertising that can’t be ignored.

Report by Brian Gay The Campaign Committee is busy working on the design for the 3 new pop-up banners. Only one banner will have to be changed as the information changes. We were spending more on shipping than what the new banners will cost. The big benefit is that the new pop-up banners will ship for a fraction of the cost of the old display. The Member Relations Committee reports that Dan Holmes is working on the Link –N- Learn book project and that Janelle Anderson and Elaine Buckley are working on a new project call Link – N- Earn. The purpose is to provide information to publishers that can create new revenue.

Does your advertising leave you feeling this way? Advertising can be pretty complex. You may not know which way to turn. There is a sign you can rely on — ours. Call us today so that our professionals can make the most of your advertising investment. Insert Your Logo Here

Another sign we’re working for you.

Free Papers

The Technology Committee is working on blogs posted on the PaperChain website. The committee reported that Ohio has approved legals for distribution in free papers. This was done in part with the help of paid newspapers because they did not want the legals going to the Internet. The committee is working on plans to get the PaperChain blogs to more members by using social networks and using state and regional social media presence, email links, and newsletters.

The Charitable Committee is working on a replacement for Make- AWish. As you may recall, Make-AWish decided to go in a different direction. One suggestion is to check with the Ad Council and see if there is a project that would fit what free papers have to offer. The thought is that we could get a lot of exposure to our industry by working with this group. Their board is like the Who’s Who of numerous ad agencies. The Administration Committee will be working this month with David Crawford from SRDS in preparation for the next 2-year contract with Standard Rate and Data. Many in the industry believe this is the best and most important benefit that is provided by PaperChain.

Luck is a dividend of sweat. The more you sweat, the luckier you get.

Ray Kroc

In good times, people want to advertise; in bad times, they have to.

Working For You

Bruce Barton

Organizational Software

David C. Zeh Print Sales Consultant

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Software Developed by:

Little Fish Big Ocean, Inc.

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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

Integrity is the most valuable and respected quality of leadership. Always keep your word. 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 Will Thomas Exchange, Inc. Fayetteville, TN 931-433-9737

Board Member Bill Derby Johnson City News & Neighbor Johnson City, TN 423-979-1300

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’s Your Peripheral Vision? 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 By John Foust, Raleigh, NC which drives people to my web site, I was talking to Gloria, an advertiser which in turn provides more details who is always looking for ways to get about the product in the print ad.” the most from her promotional budget. “There are more marketing choices The web site About.com defines now than ever before,” she said. “And Integrated Marketing Communication as, “a management concept that Southeastern Advertising Publishers Association (931) 490-0400

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.”

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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

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a higher level. Right off the bat, we can analyze results and talk about my marketing objectives for the future.

What kinds of offers has your prospect made in the past? What kinds of products have been featured? What “I remember one sales person who target audiences can be identified? put together an album of some ads Have the ads created some kind of and promotions that I had run,” she urgency – a reason to buy immediately? explained. “That was a smart strategy, What about institutional messages? because it provided us with some 2. Study competing media. “Some sales specifics to discuss.” people are so focused on their own Gloria is right. It’s important for sales products that they ignore the fact that people to look beyond today’s ads. 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.

Let freedom ring. In a letter to George Washington, Thomas Jefferson wrote: “No government ought to be without censors & where the press is free, no one ever will.” Your free community paper works hard each issue to provide you with great value. That value comes to you, our readers, at no cost. To some, freedom of the press means freedom from interference from others. We believe freedom of the press means that connection to our community should not cost the reader. You should not have to pay to be connected to or be a part of this region. That’s why we’re free.

Free Papers

“Show me how your paper, your web site and your other products can make my overall marketing stronger, and I’m all ears.” (c) Copyright 2011 by John Foust. All rights reserved. E-mail John Foust for information about his training videos for ad departments: jfoust@mindspring.com

People who are unable to motivate themselves must be content with mediocrity.

Andrew Carnegie Industrialist

Working For You

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I PREFER TO DO MOST DESIGN WORK IN INDESIGN. IT’S EASIER—AND FASTER, FOR ME, TO NOT SPEND TIME LOOKING FOR ELEMENTS TO USE. THAT’S WHY I LIKE…

Glyphs

A Glyph (noun) is a hieroglyphic character or small graphic symbol. In InDesign, it can be found under the Type Menu. A glyph palette is a user-friendly, easily accessible character map of all the glyphs in a typeface. It shows you which characters are included in a font… and allows you to insert any of them into your document with a single click. Both Adobe InDesign and QuarkXPress have glyph palettes. Display an entire font at once, or use the dropdown menu to view subsets of the character set (ligatures, alternates, small caps, etc.). The glyph palette is especially useful when working with Open Type fonts, which can have character sets numbering in the thousands. Need the register, trademark symbol or emdash? Find it in the glyph palette…as well as a Euro symbol, fractions, or a particular foreign language character. All are in the glyph palette.

Explore the Glyphs

Bickham Script Pro offers many variations on a letter… let me show you below. This is a perfect typeface for wedding-related ads or promos, because you can dress it up or dress it down. Let’s just start with…

Here is my final choice, at least for now. I reduced the size of the “W” a bit. The type size is 48-point, however I made the “W” 40-point to help lessen the size contrast and balance the “g” better.

Wedding

This is a typeface you might choose to give an elegant look, but you could also use it for Thank You’s or just use one letter for contrast. I used Bickham Script contrasted with Helvetica to add a little more emphasis to the name in the sample below. This was part of an idea for a business card I did.

P·U·R·E

Enerchi

Purify Unite Revive Environmental Energy I placed the emphasis on the word Enerchi and the long swash on the letter “i” adds a little visual energy to the word. You really don’t need to add much artwork… maybe a simplified flower or similar. You can see a sample of one of the ideas at the end of the next column. There are also other typefaces that offer a lot of variations in the glyph panel. Open Type format offers the best and most useful types of character sets and can be used on both Macintosh and P·U·R·E Windows platforms. Purify Unite Revive Environmental Energy Another typeface that offers a few variations and is fun, is called CandyScript.

Enerchi

   Wedding   纯洁 Summer  W edding �ummer Enerchi Wedding g g g g  g  g  纯洁 Kriss Hansen | Certified Practioner Yang House Feng Shui Phone 262-555-5588 Cell 262-555-9999

P·U·R·E

Kriss Hansen | Certified Practioner

Just the “W” alone makes a different statement. Here are a few “g” choices…

g g g g g   

These two are slightly different in the fact that the top letter has a slight ‘bump’ to accommodate a stroke being attached.

Other letters also have their own set of glyphs! Can all these choices go horribly wrong? You bet, so the idea is restraint. Pick a letter, or possibly two, that would give the most impact and stay with it.

House Feng Shui a variety This Open Type font alsoYang comes with Phone 262-555-5588 of swash characters. There are also common Cell 262-555-9999 pairs that can be created as ligatures, above and beyond the fi and fl pairings that we are used to. Purify UniteisRevive Environmental Energy Because this typeface so strong, it’s best use is sometimes just one word or two very short words.

wh ti ri os ch rr tt Thank You Thank You

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Type as Design

Type can be a very strong design element. And with the amount of space that we have to work with… you know, ads getting smaller and information staying the same, or more… sometimes the most practical way to give a distinctive look or grab the reader’s attention is to use typographic elements. Even Arno Pro (another typeface, along with Bickham Script Pro, that came with Adobe InDesign CS3, I think) has a variety of ampersands (the & symbol) for a better fit in regular and old style type. It offers ornaments that can be a great piece of art. Find these in the Glyphs Panel… then add a little outline, a little drop shadow and voila! Instant headline!

&&&& •••• • •• •

Sample Business Card

Here’s a sample of the business card I did, as promised (although scaled to fit). I even threw in a variation. I usually give the customer a few choices to ensure that we both are headed in the right direction.

Enerchi

P·U·R·E P·U·R·E Purify Unite Revive Environmental Energy Purify | Unite | Revive | Environmental Energy

Kriss Hansen | Certified Practioner Kriss House HansenFeng | Certified Yang Shui Practioner Yang House Feng Shui Phone 262-555-5588 Phone 262-555-5588 Cell 262-555-9999

Cell 262-555-9999

纯洁 纯洁

Enerchi Enerchi

P·U·R·E P·U·R·E Kriss Hansen | Certified Practioner

Purify | Unite | Revive | Environmental Energy Yang House Feng Shui Phone 262-555-5588 Cell 262-555-9999

Kriss Hansen | Certified Practioner Yang House Feng Shui Phone 262-555-5588 Purify Unite Revive Environmental Cell 262-555-9999

纯洁

纯洁

Energy

Staying Busy

Just got back from a cruise to Alaska… and somehow I need to recuperate from doing not much of anything! I will now start to prepare for the IFPA conference in Reno so it seems there is always something going on… and I hope to see you there!

…’till next month!

I welcome your input and suggestions. I entered the publishing business after nine years as a high school art teacher and taught software programs at technical school. I also write for The Independent Publisher, and I’m still learning. E-mail: hanrahan.ln@att.net Ellen Hanrahan ©2011

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USPS Update: Exigent Rate Remand Case by Donna Hanbery Last year, the Postal Service tried to raise postal rates in its first “exigent” rate case. The statute governing the Postal Service caps rate adjustments to CPI except under “extraordinary” and “exceptional” circumstances. The Postal Regulatory Commission (PRC) found the Postal Service had shown it was facing some extraordinary and exceptional circumstances caused by revenue losses from the recession, but denied the requested rate relief on the grounds that most of the Postal Service’s problems, including its financial woes, were due to other structural problems, including the huge prefunding burdens for retiree health care costs. The PRC denied the Postal Service’s rate hike request on the grounds that it failed to show the proposed revenues requested, and the rates proposed, were “due to” the exigent circumstance. The Postal Service took the case to the Court of Appeals. The Court of Appeals largely agreed with the PRC decision but sent the case back to the Commission with a mandate to the Commission to conduct an analysis to determine and define how closely the

“due to” the harm the Postal Service suffered by the exigent circumstances of the recession.

amount of any requested exigent rate adjustment must match the amount revenue lost as a result of the exigent circumstances. In other words, the Court of Appeals directed the PRC to define “due to.” When it comes to legal proceedings, let alone rate and regulatory proceedings in Washington, two words can result in hundreds of pages of legal argument and thousands of dollars in legal expense. It was expected that the Postal Service would argue for a looser, more relaxed connection between any extraordinary or exceptional problem it might be facing and the resulting revenue and rate increases it might request. What was not expected, and surprised and angered many in the mailing industry, was an apparent request by the Postal Service to re-open last year’s exigent case to allow the Postal Service to seek anywhere from $2.3 billion to $6 billion in lost revenues. In the Initial Comments filed by the Postal Service before the PRC it provided several tables of figures purporting to show the appropriate “recession related” losses of revenue and contribution that were

The Comments pointed to the range of numbers and proposed that the PRC accept, and approve, that the Postal Service was entitled to the $2.3 billion lost revenue as the minimum amount that was “due to” the exigent circumstances of the recession. Many parties to the remand case proposed a strict interpretation of the words “due to.” The Saturation Mailers Coalition filed Comments urging that the Commission to interpret the statute to require that any additional revenues sought by the Postal Service must be limited to amounts that are due solely to the exigent circumstance, based on a reasonable estimate of the actual financial harm caused solely by the exigent circumstance, factoring out the effects of non-extraordinary factors. Numerous other parties filed Comments, including Senator Collins, the author of the statute the PRC is charged with interpreting. Collins urged the Commission to “apply a strict standard of insuring that the Postal Service’s proposed rate increases are quantitatively, demonstrably, and causally linked to the exigent circumstances.” Everyone was ordered to file initial Comments at the same time. Predictably, many in the mailing industry cried foul when it appeared the Postal Service was trying to take another bite at the apple by reopening the exigent case from 2010. Motions were continued on page 7

Your new art & ad destination.

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USPS Update: Exigent Rate Remand Case

continued from page 6

filed with the PRC asking the PRC to dismiss any request by the Postal Service to expand the scope of the Court of Appeals mandate. The PRC responded by asking parties to limit their initial filings to addressing the question of interpreting the meaning of the “due to” statutory language. As of the writing of this column, the PRC has not determined how it will handle any new information or rate request filed by the Postal Service.

rate adjustments for 2011 and 2012 within the CPI rate cap. In a footnote to the USPS Reply Comments, the Postal Service explained that its fight to justify that it was entitled to a revenue increase of $2.3 billion for exigent harm, is coincidentally equal to the sum of the 1.7% rate increase it implemented in April 2011 and an increase of 2.1% to 2.3% that it plans to implement in January. It appears the Postal Service is fighting to have the As rumors have circulated that the right to increase rates in January 2012 Postal Service was seeking to get an in the range of 2.1% to 2.3% as an exigent increase of 4% on top of a CPI “exigent” increase. This would give increase except for January, the Postal the Postal Service the right to “bank” Service’s subsequent filing of Reply its unused CPI authority for a future Comments with the PRC suggest that rate adjustment. this is not the Postal Service’s plan. Confused? Join the club. The PostPostmaster General Pat Donahoe has al Service, the industry, other postal made repeated statements to the in- stakeholders including the Commisdustry that it is his intention to keep sioners at the PRC (and legions of

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lawyers) will be spending a lot more time, effort, and dollars trying to sort out what this all means for the present and future in terms of ratemaking authority and precedent. For now, it appears that mailers can probably take some comfort in the continued assurances that have been made by Postal Service management that it wants to improve the customer experience, retain and attract business mail volume, and keep rate adjustments in 2012 to a January CPI increase. Donna E. Hanbery, Executive Director Saturation Mailers Coalition 33 South Sixth Street, Suite 4160 Minneapolis, MN 55402 (612) 340-9350 Direct Line (612) 340-9446 Fax Hanbery@hnclaw.com

In any moment of decision, the best thing you can do is the right thing: the next best thing is the wrong thing: and the worst thing you can do is nothing.

Theodore Roosevelt

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Conference Schedules SAPA Annual Conference: New Orleans, LA, September 2012: SAPA and IFPA joined together to have one of the best joint conferences ever in Nashville in 2010. We are joining forces again in 2012. This time we’ll get to visit one of the most dynamic and interesting cities in the South­—New Olreans, Louisiana. The theme of the

conference is “Rolling On The River.” You can expect great speakers, local cuisine, and enjoyable activities to make this a conference to remember. Watch this space for more information as plans progress. Call Douglas Fry at 1-800-334-0649 for more info.

IFPA Annual Conference, Reno, NV September 30 - October 1, 2011: Valuable seminars, open forums, a vendor showcase, awards banquet, design contests, luxurious settings, and plenty of entertainment. Seminar topics include: sales, new revenue ideas, how to make money online, classified ad program development, ad layout & design, and how to compete with broadcast media. Call Gary Rudy at 609-408-8000 for more information.

Integrated Management Software designed by publishers for publishers Display & Classified Ad Sales & Billing Circulation z Direct Mail z Payroll z Accounting

M ERRIMAC S OFTWARE A SSOCIATES INC . TAMWORTH, NH 603 323 8811

W W W. M E R R S O F T . C O M

in·san·i·ty

[in-san’-i-te]

“Doing the same thing over and over again and Albert Einstein expecting different results.”

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Take Your Readers To The “Buy” For an advertisement to work, it must take the potential customer through the following 6 stages:

1. DEVELOPING PRODUCT AWARENESS The advertisement must first catch the attention of the potential customer and in doing so, make them aware that the product exists.

2. PROVIDE INFORMATION Next, the ad must raise the potential customer’s knowledge of the product. In writing an advert, you need to carefully consider what are the most important “facts” to be included in the advert. An advertisement of any kind will have limitations to the quantity of information it can contain. You need to be selective, and use the most pertinent information that will provide the best reason for a person to buy. At the end of this stage, the customer should like the product.

3. DEVELOP A DESIRE FOR THE PRODUCT A liking for the product is converted to a wish to possess it. This conversion may occur for any of many reasons; for example: an attractive appearance, nice taste, novelty or uniqueness factor, a perceived use by the customer, etc. At the end of this stage the customer should desire to possess the product.

6. MAKE FIRM DECISION The advert needs a prompt; that is, component that promotes a decision, in order to move the potential customer toward the closure of a sale.

4. DEVELOP CONVICTION

Examples might be:

Desire is not enough to ensure a sale, given that customers have limited budgets, and must choose between different purchases (They may desire many things but can only purchase some).

·A coupon

Conviction comes through the customer making comparisons, and from those comparisons, choices.

·Bonus gift if you buy before a particular date

An advertisement can facilitate conviction through such things as testimonials, money back guarantees, test reports, or sometimes through the corporate image or goodwill that has been created over a long period.

·A discount offer ·A reason to go to the shop (eg. free entertainment on a particular day)

·A point of contact and a message urging contact (eg. Phone today for a free handbook) Using words like “Free,” “Bonus,” or “Discount” are widely accepted as tried and proven strategies in this stage.

5. DISTINGUISH BRAND OR MODEL PREFERENCE For many products and services, there can be variations offered for sale, within the product. Examples: ·A person may have developed a conviction to buy a car, but they still haven’t decided whether to buy a 4 cylinder or 6 cylinder version. ·A person may have decided to purchase a box of chocolates, but they are still not firmly set on whether to buy the Cadbury brand, or the Nestle brand. In this stage, the advertisement needs to focus the customers attention on a particular brand or model.

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

The big secret in life is that there is no big secret. Whatever your goal, you can get there if you’re willing to work.

Oprah Winfrey

It’s the little things that make the big things possible. Only close attention to the fine details of any operation makes the operation first class.

J. Willard Marriott

It's time for a new business venture…

Needing new Revenue for 2011?

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

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CONNIE GIBBS Connie@theBOOKcreators.biz 563-451-7854 JOEL KLAASSEN Joel@theBOOKcreators.biz 620-947-1923

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You live in the land of the free. “Our liberty depends on the freedom of the press, and that cannot be limited without being lost.” Thomas Jefferson The liberty we enjoy in this country came about because ordinary citizens stood up against the big guys. They gathered together to read how others were doing the same. How did they do that? By reading their local community paper. We, too, stand up against the big guys to bring the best our community has to offer each issue. Free community papers continue to connect us in ways other media can’t. We are free. We are available to everyone. We are local. Our liberty depends on the freedom of the press. We will continue working hard so that all our freedoms can be preserved.

Free Papers

Working For You

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