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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

Fixes For Advertising Flaws John Foust teaches us ways we can keep our ad sales presentations on target and get the results we want. Page 3

Conference Schedule It’s not too early to start planning for a fabulous conference in Washington, DC. 6 associations join together for the biggest and best of everything. Page 8

DECEMBER 2012

Graphics Series Ellen Hanrahan shows us how script faces especially work during the holiday season. This edition also has lots of examples. Page 5

Reverse Type and Poorly Designed Ads Bob Berting demonstrates how we can improve the content of our ads with well thought out internal procedures. Page 4

USPS Update Carlos Guzman of the Tampa/Miami Flyer met with USPS leaders to discuss the future of the postal service and how important it is to mailers. Page 6

Southeastern Publishers

Advertising Association

3 Ways to Cure Holiday Overwhelm HAS YOUR TO-DO LIST GROWN OVERNIGHT? Yes, it’s “the most wonderful time of the year”…and yet many of us miss the wonder of it all due to the overwhelm at work that accompanies the holidays. Here are 3 ways to cure your holiday overwhelm at work starting today: FOCUS ON POSITIVE STRENGTHS From Madison Avenue to Your Street, you are shoved toward an impending sense of lack during the holidays. This

scarcity mentality afflicts you at work as well, shifting your focus to the negative. Today, make a list of what’s going well with your business right now. Jot some notes about the strengths of 2012. Include percentage growth of revenue, significant product developments, additional team members, customer problems solved, and new referral relationships. Begin your work day by reading over this list. This single strategy pivots your mindset from negative—what I

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don’t have—to positive—what we’re doing well. Since you see what you’re looking for, you will add to your list daily as you discover more positive strengths. FOCUS ON POSITIVE SITUATIONS Overwhelm produces anxiety which shuts down our strategic ability to focus on positive situations. We see Mt.

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continued from page 1 Everest in its entirety instead of the first step that leads to the second step which gets you to the summit. Rather than focusing on what you can do, you shut down because you can’t do it all at once.

Then assess the positive signals emerging as 2012 nears completion that will serve as your springboard to positive growth in 2013. What are the positive strengths? What are the positive situations? How do these project positive signals in 2013?

Today, make a list of what you can do. Think of these as positive situations from which you leverage the kind of forward motion your business wants to reach your goals. Focus on this list and prioritize it. Pick one activity and do something to check it off. Keep building on the positive momentum you gain from this activity and move forward some more.

Focusing on these positive signals gives you excited anticipation for the upcoming new year, curing the holiday overwhelm, and helping you truly enjoy this most wonderful time of the year!

As you achieve more, your focus on these positive situations sharpens like a laser. You discover more positive situations and your attitude shifts from overwhelm to accomplishment. FOCUS ON POSITIVE SIGNALS Overwhelm emerges during the holidays more as a reaction to the realization that the year is about to end than anything else. You reflect on what wasn’t done, how little time you have left to do it, and the impending sense that it’ll be undone as you begin 2013.

Sometimes just surviving a family gathering is an accomplishment. So, remember your Ten Commandments when your family gets together next time and choose to Live Positive. Dr. Joey Faucette stimulates and coaches you & your organization to redefine reality and achieve your business dreams using everyday stories that define how to Work Positive. You may view his work at www.listentolife.org or call him at 1.877.4DrJoey.

DID YOU GET TOGETHER WITH FAMILY LAST WEEK? Did you get together with family members around Thanksgiving to share a meal and some time together? Of course, it’s been a year since you saw these family members and maybe that’s by choice. I mean, you can choose your friends, but you can’t choose your family. You’re just kinda lumped together by birth. Which means being family can be a real challenge sometimes.

Knowing that being family can be a challenge, a teacher discussed the Ten Commandments with her class of five and six year olds. She explained the Honestly evaluate what you accom- commandment to “honor your Father plished toward your 2012 goals now. and your Mother.” Then she asked the Strategically act on the positive situa- class, “Is there a commandment that tions you can now using your positive teaches us how to treat our brothers strengths accrued through the year. and sisters?” Determine what barriers prevented Without missing a beat one little boy, the oldest child in his family, said, further growth. “Thou shall not kill.”

GET YOUR CUSTOMER’S ATTENTION! Bring your message to life by advertising in over 4 million homes each week. Call us today to speak to one of our advertising professionals about making a splash!

Southeastern Publishers

Douglas Fry

Advertising Association

Executive Director

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104 Westland Drive Columbia, TN 38401

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Vice President Caroline Quattlebaum Southeast Sun Enterprise, AL 334-393-2969

SAPA

Leadership

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

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

Secretary Amy Hollingshead Atlanta Thrifty Nickel Marrietta, GA 770-971-8333

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

Board Member Mike Marlow Rutherford Weekly Forest City, NC 828-248-1408

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

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

Executive Director Douglas Fry SAPA Headquarters Columbia, TN 931-223-5708

Administrative Assistant Vickie Belden SAPA Headquarters Columbia, TN 931-223-5708

Fixes For

Advertising Flaws games. In the spirit of improving our advertising swing, let’s apply this Golf magazine runs features which concept to the ad business. Here’s focus on problems and solutions in a look at two problem areas – one golf swings. It’s a good way for duffers involving a sales presentation, and – as well as experienced golfers – to one involving a challenging creative improve specific elements of their situation. by John Foust

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FLAW: A PROSPECTIVE ADVERTISER IS NOT LISTENING TO YOUR SALES PITCH. This is a common problem in the sales profession. You’re sitting across the desk from a big advertising prospect, and she is barely paying attention. Your carefully prepared charts and graphs generate no interest at all. And each point you mention is met with a polite nod or a distracted “uh huh.” The longer you talk, the more fidgety she becomes. Her glances at her computer monitor indicate that you’re quickly running out of time. You feel continued on page 4

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company).

Fix: Stop talking and ask Step 1: A bored prospect won’t buy anything. Before you reach for those questions. One good thing about a sales presentation is that you usually get instant feedback on how you’re doing. In this case, your prospect is telling you that your presentation is boring. It’s not that she doesn’t like you and your paper. You’re simply talking about the wrong thing (your company), when you should be talking about her most important advertising topic (her

Step 3: Show her how your paper can help solve the problems she has identified. By customizing your presentation – and your explanation of those graphics – you will hold her attention and increase the likelihood of making a sale.

wonderful charts and graphs, ask questions. Ask a lot of questions. Ask about her business. Ask about her advertising challenges. Ask about her FLAW: YOUR CLIENT WANTS company’s competition. Ask about her short and long term marketing goals. HIS PICTURE TO APPEAR IN THE ADVERTISING. Isolate specific problems that you can solve. In personal service industries like Step 2: Listen carefully. Show sincere real estate, insurance and financial planning, a photo of an advertiser interest. Take notes. is a good idea. In others, it’s an ego issue. Your client recognizes that your publication reaches a lot of people, and he wants his friends and acquaintances to say, “Hey, I saw your picture in the paper.” In fact, he may measure an ad’s success by how many signed so there are units of thought— people mention it.

Reverse Type & Poorly Designed Ads By Bob Berting, Berting Communications I once conducted a 2 day sales training program for a chain of papers who were struggling to get more business. They had readers tell them that their ads were hard to read. As a matter of fact, their whole paper was hard to read. After looking over several issues of their paper, I saw the problem— their paper was crammed with reverse type ads—white copy on a dark black background—a sea of black ink everywhere. To make things worse, the ads were crammed full of type from border to border making them difficult to read.

that each unit of graphic art and copy blocks need white space around them, making them far easier to read. Once these changes were implemented, the paper had a new look that drastically improved their readership. What had happened was the advertising sales staff had slowly caused the ugly look on a gradual basis. They felt by creating reverse type ads this would make their ads stand out. When their customers saw all the reverse type advertising, they even thought that was the thing to do.

UGLY ADS IN MANY CASES ARE A PRODUCTION PROCESS I suggested that they change their ads The more ads brought in and run rapto eliminate much of the reverse type. idly through the production departI also explained that ads need to be dement, the better. I call this the “saucontinued on page 9 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

The temptation is to say “okay,” put his photograph front and center – and make an easy sale. But the right thing to do is to create an ad that works.

Fix: Make it relevant. This can be a unique opportunity to humanize the advertising. Look for ways to link the person to a specific consumer benefit. For example: “I’m here to make sure your vehicle is serviced correctly”...or “I personally inspect every widget we deliver.” The challenge is to shift the focus from “Look at me” to “Look what I can do for you.” (c) Copyright 2012 by John Foust. All rights reserved. John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad departments are using his training videos to save time and get quick results from in-house training. E-mail for information: jfoust@mindspring.com

www.waltonpress.com

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’TIS THE MOST WONDERFUL TIME OF THE YEAR— ALTHOUGH BY THIS TIME YOU HAVE PROBABLY HAD YOUR FILL OF HOLIDAY ARTWORK! BUT THIS OFFERS US THE OPPORTUNITY TO USE MORE…

Christmas Wishes to all!

During this season we can use more Script Typefaces in our ads. Keeping in mind that John McWade, of Before and After fame, defined type as “the visible voice,” it stands to reason that script faces seem to evoke more meaning and heart-felt emotion into our word. Perhaps these typefaces remind us of the time when correspondence was handwritten.

I have included the name of the script, the point size I used and the category that it falls under. Some of the newer script typefaces may fall into several categories, so I just left them blank. You can also see that type size varies considerably in the different script typefaces…

Scripts

Typefaces: Italic or Script

An italic typeface refers to the slant of the character and varies with the typeface and is usually part of a larger family of typefaces. A script typeface is specifically designed to approximate handwriting. Although with all the technology we have, we may have eliminated that genre. Today’s kids are having trouble writing in cursive! Script typefaces can and do stand out from the rest of the text, but they are harder to read so you must exercise the same amount of care that you do when you use italic typefaces. With the advent of the Open Type format, many of these script typefaces offer a variety of glyphs to further, customize the “look” of the typeface. And with all these choices remember to use restraint, so I offer a few gentle reminders…

At this time of year, I would like to thank all of my readers for still hanging around. If there are ideas, concerns, or techniques that you would like to see, you know how to reach me. In the meantime, stay healthy and keep on learning new ideas and techniques… and I will continue to share what I know. PEACE

Greetings Fontdinerdotcom Sparkly (40 point) —Casual I like the sparkly, festive look!

Use as display type

Script typefaces do not lend themselves as a text type. The x-heights of the letters are usually smaller than regular text type and because of the free-form letters, we do not always recognize them as readily as we do standard text typefaces. I would say that 18 point should be the minimum size used—but the best use is as large as you can. My samples are 26 points or more!

Be brief

If you have chosen a script typeface, use that as the attention-getter. You don’t want to over-use them, because the impact and reason for their use will be diluted. Headlines, pull-quotes, etc. are also a good way to incorporate scripts into your ad layout. This is the same guideline that should be used in working with italic typefaces, although the readability and legibility of a script typeface is very important.

Use discretion

There are a lot of script faces and I’ll show some examples a little later. By and large they fall into four categories: formal, casual, calligraphic and blackletter scripts. Italic typefaces are similar to scripts and generally range from the simple obliques to those that resemble more cursive writing, but the same guidelines apply to italic typefaces as well. There are probably thousands of script faces, so pick one! Don’t mix scripts in an ad because their look is so distinctive, they just won’t mix. As with most typefaces, all caps can also ruin the effect. Lowercase letter forms are meant to flow into each other, which is one of the other reasons to avoid tight letterspacing or kerning—they need to breathe! So by all means, use scripts to enhance the message—just make sure that there is contrast—in size, in color, and even in the characters themselves, to make their use effective in your advertising. In the next column I have used some seasonal headings with various script typefaces to show how different they can be—including some of my favorites!

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Happy Holidays! 48 point Balmoral Plain (50 point)—Formal

Happy New Year!

Feliz Navidad!

Ovidious Bold (30 point)—Calligraphic

Brush Script MT Italic (36 point)—Casual

Merry Christmas! Seasons Greetings! ITC Isadora Bold (26 point)—Casual

Joyeux Noël r Frohe Feiertage! Green Plain (26 point)—Casual

CorinthiaROB (41 point)

Caramel Candy/Caramel Crunch ROB (40 point)

Readability & Legibility Review

Readability and legibility are type attributes that are always a part of any design consideration and are extremely important when it comes to type usage. Readability is the “comfort level” that we achieve— the ease in reading text. Readability factors include upper and lower case, letterspace and wordspace, point size, line length and line space, type alignment and of course reverse type. Legibility refers to the clarity of the individual characters and relies on the specific and inherent characteristics of a typeface. Legibility factors include type weight, type shape and serif and san serif faces. These attributes are very critical when it comes to using script typefaces effectively. You could see from the above samples that a “hand-written” look could impede readability if not handled correctly. I know we have moved on from setting Zapf Chancery in all caps, but attention still must be paid to make scripts work effectively within the design process. I welcome your input and suggestions. I was a high school art teacher, but entered the free paper publishing business in the 80s. I write articles for The Independent Publisher, and I’m still learning. E-mail: hanrahan.ln@att.net Ellen Hanrahan ©2012

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USPS Update: Changes that Matter TAKING IT TO THE TOP

SMC MEMBERS MEET WITH POSTAL SERVICE MARKETING AND PRICING OFFICIALS On October 26, 2012, Carlos Guzman, President of the The Flyer in Florida and Vice President of Harte-Hanks, Inc., Albert Braunfisch, CEO of Mspark (formerly MailSouth) and co-chair of SMC, and Donna Hanbery met with the Postal Service officials responsible for marketing, new products, saturation mail, pricing and incentives. The goal of the meeting was to give the Postal Service officials a sense of the marketplace and to continue our ongoing efforts, through the Saturation Mailers Coalition as an organization and individual member companies, to improve the postal partnership. Albert Braunfisch, SMC co-chair, began the meeting with a thank-you to the Postal Service for keeping the price increase on the detached address label (DAL) within the CPI and for continuing to offer the DAL as a product. Braunfisch said, “We can’t thank you enough. This will help us dramatically by telling our customers that the Postal Service is working with us and helping us to offer products you can count on.”

Braunfisch gave the Postal Service a description of the more rural, non-metropolitan markets served by his company. He described the challenges of passing on postal price increases. Advertisers frequently respond that their advertising budgets will not increase when prices go up. Advertisers respond by lightweighting their piece, doing fewer pages, or reducing the size of an ad. Braunfisch commented that the Postal Service incentives were great. They gave mailers an opportunity to approach different types of customers and lines of business to try shared-mail. Braunfisch challenged the Postal Service to develop a different approach to pricing in markets that are under-served and where the Postal Service has excess capacity. He stated that there are approximately 6 million households in the Mspark market area, covering portions of 27 states, where there is no shared-mail program. The USPS could significantly grow its business if it looked to develop pricing that recognized the different market conditions, and the lower number of advertisers, outside the major metropolitan markets. Gary Reblin, Vice President of Domestic Products, responded with enthusiasm to this idea. The Postal Service does have the power to create different pricing programs by using the negotiated service agreement (NSA) mechanism, by trying market tests,

and developing different types of products. Reblin invited us to give him more specifics on these under-served markets and expressed an interest in developing something that would help the Postal Service and mailers in more rural areas grow saturation mail business. Carlos Guzman talked about his career in the industry, the Flyer papers in Florida and the Harte-Hanks Pennysaver in California. Carlos also spoke for the free paper industry and his knowledge as a long-time Boardmember of AFCP and the Florida Free Community Papers. He described how papers in Florida and California had struggled in the face of the recession. The marketplace in larger metropolitan areas is fiercely competitive. There is competition from other products in the mail, as well as from the newspaper and other media. Whenever there is a price increase, advertisers buy down their advertising. To respond to ever-increasing costs, Carlos Guzman and Harte-Hanks have tested alternate delivery. Guzman described the economic and business realities of the private delivery business. They show up at free paper conferences and offer free papers prices that the Postal Service cannot meet. The private delivery companies are willing to offer customers significantly lower prices for volume and have no concern about weight. As these companies grow more sophisticated, they can provide a reliable, audited delivery for advertisers and consumers. However, Guzman stated, we would like to stay in the mail and this is preferred by many of our advertisers. We are asking the Postal Service to explore

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USPS Update: Changes that Matter

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ways to make it possible for free papers that choose to be in the mail to stay in the mail. He also encouraged the Postal Service to look at the growth opportunities to attract free papers to distribute by mail. The Postal Service officials in the room included Nagisa Manabe-Chief Marketing Officer, Gary Reblin-Vice President of Domestic Products, David MastervichManager of Periodicals, Catalogs, and Saturation Mail, Greg Hall-Acting Manager Pricing, and Tom Foti-Manager Direct Mail and Periodicals and Marketing Mail. This team has been involved in the prior and current incentives being offered to USPS customers. Braunfisch and Guzman praised the Postal Service for the incentive programs. Guzman stated, “We are working to determine the customers to present with these incentives.” The offering of incentives gives us something positive to talk to customers about and creates excitement in the mail. The Service asked our representatives if they were selling the Postal Service’s small business product, EDDM-Retail. The Service explained that the product was designed to get the 72% of small businesses that never use the mail to give it a try. The Postal Service was interested in corroborating with businesses, like SMC members, that already had small business

customer contacts in selling this product. Guzman commented that The Flyer in Florida had not offered a solo mail product. EDDM was helpful if it drove interest in the mail. The Postal Service officials urged us to explore ways we could corroborate with the USPS on selling its EDDM-retail product. We, in turn, challenged the Postal Service to develop some programs that would reward customers, like shared-mail programs and free paper publishers, for frequency and loyalty. Donna mentioned years of attending free paper conferences where the Postal Service was not present. Carlos Guzman offered to extend an invitation to the Postal Service to the upcoming AFCP conference in Denver. He encouraged the Postal Service to participate in the free paper trade show. Tom Foti, the Postal Service official who has helped develop many of the Postal Service growth programs and incentives, seemed enthused about the idea of a loyalty program. He asked - could something be done where mailers are rewarded, perhaps in the form of future credits against additional mailings, for meeting some annual goals of frequency? After a lively session of kicking around ideas, and commenting upon the success of other frequent buyer, flyer or loyalty

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programs, we agreed that this is an idea meriting further discussion and exploration. Guzman encouraged the Postal Service to consider a loyalty program that gave its best customers some assurance against future postal rate increases. He said this is the big hammer you face from the PCD companies. When they approach a paper with a pricing offer, they compare themselves with the Postal Service and remind the customer that they can promise “we will never raise your rate.” There was consensus in the room that some protection against future rate increases – even where rate increases were as “low” as CPI – could help the Postal Service grow and retain the business of saturation program mail. The meeting ended on a positive note with a promise to have further meetings and discussions to explore these ideas. We thanked the Postal Service for publishing a calendar of incentives that would be good throughout 2013 and would give us all something to stimulate interest in the mail. Who knows, maybe we will have a chance to see one of these postal persons join us for some further discussion, business and fun at an upcoming AFCP meeting.

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Conference Schedules S A PA A n n u a l C o n f e r e n c e : Washington D.C.: SAPA, IFPA, CPF, CPNE, MACPA, CPOWV, and a whole bunch of other letters will be joining together at the Ritz-Carlton in Pentagon City on September 19 - 21, 2013. This will be one of the largest assemblies of free community papers to ever come together. Plan now on

joining your friends from across the Eastern United States in what will be an unforgettable conference. Topnotch speakers, exciting activities, friendships, and time to network will be some of the things you will remember most about the conference. Call Douglas Fry at 931.223.5708 for more information.

Major/National Account Sales Executive Award winning Group of 15 Weekly Community Newspapers (270,000 circ.) is expanding its Major Account Sales team. Outstanding Opportunity for a highly motivated, experienced and exceptionally talented Print Sales Executive. Florida is a great market. We recently expanded, adding 2 new papers. Minimum of 5 years experience required. Excellent income opportunity! Good benefits. E.O.E. Â Send resume with cover letter to: majors@hometownnewsol.com

Web design is BIG business

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Reverse Type sage grinder mentality”. Unfortunately well-designed ads fall by the wayside.

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continued from page 4 may go elsewhere for their advertising campaign. This movement can create a domino effect and can be devastating if large chunks of advertisers start rejecting the idea of advertising in the NEWSPAPER PRINTING COMPANY ugly ad newspaper. Worse, competing Contact Bob at 800-536-5408 and bob@ media will notice it too and take ad- bobberting.com. He is located at 6330 Woburn Drive, Indianapolis, In 46250. vantage of the situation.

Many times, quality advertisers resent the look of a paper and its poorly designed ads. In a study by the Readership Institute, it gave the opinion that people will spend more time with a paper if they find the ads interesting and enjoyable to read. Also, editorial So if you’re worried about declining content was better read when the pa- readership, start looking at your ads— per had quality advertising content. they may be ugly. On the other extreme, there are publications who spend excessive amounts of time designing ads with the hope they’ll somehow win awards in press association ad contest divisions. These beautiful ads are just that—beautiful ads. They aren’t designed to really pull business for the advertiser. THE IMPACT ON FUTURE ADVERTISERS The publication with ugly ads needs to recognize the impact on future advertisers. The new chic restaurant thinking about running in this newspaper wants an upscale image and

ing Sales and Image Power” which can be ordered on his website www.bobberting.com. Bob also conducts teleseminars and webinars for advertising salespeople, their customers, print media associations, merchant groups, and trade associations.

Bob Berting is a professional speaker, newspaper sales trainer, and publisher marketing consultant who has conducted over 1500 seminars for newspaper sales staffs, their customers, print media associations and trade associations in the US and Canada. Bob’s advertising sales record is impressive. For 15 years, he averaged two cold contracts a week, sold 20 shopping centers on yearly contracts, and rarely sold an advertising contract for less than 52 weeks or 1000” during a year. He is the author of the best selling E-Booklet “ Dynamic Advertis-

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NEWSPAPER PRINTING COMPANY

Will the Internet kill your free community paper? Did instant coffee kill coffee? New technologies change many things. But not everything. You may tweet, blog, surf, shop, or search online but you continue to read your free community paper. You just proved it. Readership of free community papers is now higher than paid daily papers, and continues to grow. Rather than being replaced by “instant” media, your local free community paper has become an important part of our neighborhood. The reason, which sometimes is not heard because of all the noise about the Internet, is pretty obvious: your free community paper does what the Internet doesn’t. We promote connections at a local level. Free papers join readers and advertisers in ways digital media don’t. In fact, the local content and power of your free paper makes advertising even more effective. We are the number one medium for driving purchases. That’s important in every product category. Including coffee.

Free Papers Working For You

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2012 December  

SAPAToday our association's monthly newsletter.