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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 February 2013 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 Fix A Common Communication Flaw Read this article to find out if you have this all-tocommon communication flaw. 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

Graphics Series Compare is the name of this month’s article by Ellen Hanrahan. It has several different ideas that will help our graphics people on top. Page 5

Optimizing Customer’s Beliefs and Goals Bob Berting demonstrates how to make communication between customers, sales, and graphics work best. Page 4

Sylvia Weinstein SAPA members are constantly winning awards and receiving recognition for their good works. Long-time member, Sylvia Weinstein was awarded several this past year. Page 6

Southeastern Publishers

Advertising Association

Win The Superbowl At Work

by Dr. Joey Faucette

and work.

Are you playing to win the Super Bowl every week at work?

Here are 3 Ways to Win the Super Bowl at Work:

Colin Kaepernick, rookie quarterback for the San Francisco 49ers who play the Baltimore Ravens this Sunday, said this week, “Pressure comes from not being prepared. (Wide receiver) Randy Moss has been in my ear, telling me, ‘Just go out and play like yourself.’ He wants to make sure I play my game.”

Prepare and Play: Core Values If you wait to choose your core values until the pressure of business is breathing down your financial neck like a blitzing linebacker, you’ll get sacked for a loss every time.

Prepare and play like yourself. Great coaching advice for football…

your customer relationships, when the heat of doing business goes up, you play like yourself. You react out of your core values which you’ve chosen ahead of time, in practicing moments of quiet each morning. You don’t have to think. You play your core value game.

What are your guiding principles at work? If you prepare to be honest, or act with integrity, or to highly value

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continued from page 1 Prepare and Play: Priorities The 49ers play a read option offense in which Kaepernick chooses to run, pass, or hand off to running back Frank Gore. He looks for certain reactions from the defense and implements the play with the greatest probability of success, all in a matter of seconds. He’s prepared by studying opponents’ game films and sets his priorities for what to first try on his observations.

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Avoid wondering where to line up with your team members on each play. Go to your role and make your unique contribution. Prepare and play out of your core values expressed in your priorities while making your unique contribution. And watch as you and your team win the Work Positive Super Bowl!

Summary Are you playing to win the Super Bowl every week at work? This article, “3 What are your priority plays at work? Ways to Win the Super Bowl at Work” You have a myriad of options daily for is from Dr. Joey Faucette, coach, besthow you’ll do business. Your prepara- selling author, & speaker. tion—product development, market Dr. Joey Faucette is the #1 Amazon bestassessment, customer feedback, client selling author of Work Positive in a Negarelationships, etc.—sets your prioritive World (Entrepreneur Press), Work ties. You know your first and best opPositive coach, & speaker who helps tion, second and better choice, etc. for business professionals increase sales with achieving your business dreams daily. greater productivity so they leave the ofYou simply execute the plays. fice earlier to do what they love with those Prepare and Play: Unique they love. Discover more at www.ListenContribution toLife.org. Kaepernick is a multi-purpose QB who can run and throw. Yet he can’t block for himself. Or, kick field goals. Or, play cornerback. He understands and prepares to fulfill his role on the Southeastern Advertising Publishers Association team. You have a role to play on your Work Positive team. If you could do it all alone, why would you be on a team? Perhaps you can do anything, but not everything…at least not all at once. What is your unique contribution on the team? Prepare to play your unique position to the best of your ability.

YOUR CLASSIFIED AD CAN REACH OVER 4 MILLION HOMES

Communicate your message in a big way by calling us today.

Douglas Fry Southeastern Publishers

Advertising Association

Executive Director

104 Westland Drive Columbia, TN 38401 Voice: 931.223.5708 Fax: 888.450.8329

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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

How To Fix A Common Communication Flaw talks, you feel like the entire conversation is off topic. The experience reby John Foust minds you of the two proverbial ships The flaw: You’re meeting with a pro- passing in the night, with neither crew spective client, but you seem to be being aware of the other. communicating on different wave- The fix: The problem may be a matlengths. When you mention a key ter of complete disinterest – a result of sales point, your prospect barely ac- trying to sell the wrong thing to the knowledges it. And when he or she wrong person. But as long as you’ve Southeastern Advertising Publishers Association (931) 223-5708

done your homework on the prospective advertiser’s business, it’s more likely a clash of communication styles. These days, there’s a lot of talk about personality types and behavioral styles. There are many systems to categorize the ways we think and act, including the DiSC profile (with four categories) and the Myers-Briggs Type Indicator (with 16). While these systems are useful, sometimes it’s better to take a simpler approach. In a sales situation, an understanding of Right/ Left Brain differences may be all you need to keep the conversation on the continued on page 4

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Right brainers like words and ideas.

different ways of looking at the world Research has revealed that the two A typical left brainer likes an orga- around them. And different ways of sides of the brain account for differ- nized workspace, a desk that is free of communicating. ent modes of thinking – and that each clutter. A right brainer doesn’t mind a When you’re talking to a prospect, person shows a preference for one of little clutter. look for clues. If he or she has the opthe two. Left brainers are more logi- Most accountants, media buyers and posite thinking style from yours, you cal and analytical than right brainers; computer programmers are left brain- have to be the one to make the adjustthey tend to look at parts, rather than ers. Most creative directors, writers ment. If you want to advance the sale, the whole situation. Right brainers are and teachers are right brainers. don’t expect the other person to adjust more creative and intuitive; they are to you. Now this doesn’t mean that right likely to see wholes, rather than indibrainers can’t balance a checkbook, or When you’re meeting with a left brainvidual parts. that left brainers can’t play the piano. er, focus on numbers and statistics. Left brainers like numbers and charts. It just means that these two styles have Use charts to illustrate readership figures. Show how ad responses can be measured. Pay special attention to the individual ingredients of a proposal (remember, they like to look at parts).

Optimizing Beliefs & Goals

By Bob Berting, Berting Communications

Even with today’s amazing technology, there remains a classic, time worn problem. How are the advertising materials organized and communicated between the client, the salesperson, and the graphic artist? More specifically, how are presentation layouts presented back to the client? The role of the salesperson The salesperson has to become a trusted advisor to the client and have the ability to get the client involved in the planning and content of the ads. They must be able to demonstrate that they are a marketing pro who knows good layout design, can write good copy, knows type faces, and can sell

When you’re dealing with a right brainer, don’t drag them into what I once heard described as “the deep, deep woods of Spreadsheetville.” Covlong range campaigns. er the numbers, of course, but place It is obvious that this more emphasis on the creative angle – type of salesperson should have these what the ads will look like and what skills when hired by the sales manthey will say. ager and then trained to be extremely good at them so as to be in control Neither side is wrong. They’re just difwith the customer. The optimal word ferent. The best sales people underis control. One of the major prob- stand how to adapt. lems in newspaper advertising is that (c) Copyright 2013 by John Foust. All the customer thinks they know more rights reserved. than the salesperson who is calling on John Foust has conducted training them. The salesperson has to establish programs for thousands of newspaper themselves as an expert and trusted advertising professionals. Many ad deadvisor. Even a new salesperson can partments are using his training videos be perceived as someone who the custo save time and get quick results from tomer can trust and be guided toward in-house training. E-mail for informaa meaningful advertising program. tion: jfoust@mindspring.com Rough layout organization continued on page 9

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IT’S HARD TO STAY MOTIVATED… ESPECIALLY WHEN IT SEEMS AS IF WE DO THE SAME ADS OVER AND OVER. BUT FEBRUARY IS THE TIME OF LOVE, SO LET’S REFOCUS ON A DIFFERENT VIEW AND LOVE TO…

Compare

Ugh! Winter… and I’m still not used to it. But this article is for February and it’s a step in the right direction… and one month closer to Spring!

Love is in the Air

February is all about hearts and valentines. I know, President’s Day is also in this month, but I like working with hearts and cupids. Anyway, these two ads show that a border can really help add a lot more “punch” to the information within the ad’s borders. This ad ran as a quarter page but is reduced to 51% of the original size. I think you still get the idea. I wanted to show that attention to details and working with contrast can make a big difference in grabbing the reader’s attention and creating emphasis. Artwork is mostly the same and placement of the elements also remains similar. But this is a case where showing the difference can help a non-designer understand that a few minor alterations can change the power of an ad. The most noticeable difference is the black border behind the hearts. Drop shadows also add dimension and pull the eye into the ad. The type for “Treat yourself…” in the left ad has not been handled properly. Large “gaps” between the capital and lowercase letters impede readability. Plus, the coupon is good

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Happy Valentine’s Day

… and President’s Day, too! for fragrance or lace, so I gave that info more emphasis as well (larger and bolder typeface). I used the word “One” instead of the number “1” because I felt it worked better at the beginning of the sentence and I also was working with an awkward combination of “and/or” and wanted to keep the quantity consistent. This use of a word instead of a number will vary depending on content, usage and typeface.

Plan the Artwork

It’s OK to leave breathing room, or white space, around the logo to make it stand out even more. The hearts that are placed near the logo in the left ad compete with the logo. You view the logo and then your eye goes to the two hearts—the last thing you should see is the client’s logo. Contrast can be a powerful element in an ad. Since newsprint is not a bright white, use the black/white contrast to your advantage. Ads look different in print than they do on your monitor. If the ad looks weak on the screen, it’s not going to look better in print. If your ad is striking in black and white, it will be effective in color (column 3). A color change in the border and a screen in the coupon area is all you need. Otherwise too much color can overwhelm the content.

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Right Brain vs. Left Brain Right versus Left… brain-wise! Remember last month when I presented my thoughts on dealing with different skill sets and both sides of the brain. Both sides or hemispheres of the brain are vital to our well-being—and to the well-being of our organization as well. These two components, both left (sales) and right (graphics) are most involved in the collaborative process to provide effective communication of the client’s products or services. And we will see how to build bridges between the hemispheres. Want to have a brain fight? Your right brain will recognize the color, but your left brain wants to read the word. It’s not that easy to shift between the hemispheres. See if you can find the straightforward example. Look at the words below and say the color that is represented, not the word itself…

YELLOW GREEN RED PURPLE ORANGE BLUE BLACK GREEN RED ORANGE BLUE PURPLE Treat yourself or your Valentine to

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Southeastern Advertising Publishers Association (931) 223-5708

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 ©2013

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Congratulations to Sylvia Weinstein of the Oyster Pointer

Sylvia Weinstein, editor and publisher of the Oyster Pointer, was among the recipients honored by SunTrust Bank, Hampton Roads and SunTrust Bank Regional Diversity Council with the 2012 Diversity and Inclusion award.  Weinstein was recognized for Women’s Initiatives and cited for her volunteer in-

Sylvia S. Weinstein, publisher and editor of the Oyster Pointer, was also one of 14 women honored with the Women of Distinction Award, presented by the volvement in the community as well as YWCA Virginia Peninsula. Weinstein her accomplishments with the Oyster was recognized for her work in the field Pointer, which celebrated 25 years of of communications. continuous publishing in 2012. Shown With more than 45 years in the comhere are Don Roberts, WAVY anchor and munications field, Weinstein offers exmaster of ceremonies of the event; Sylvia pertise that encompasses every aspect of Weinstein; and Tu Ritter, mortgage sales advertising, public relations and marketassociate, SunTrust Mortgage. ing.

Douglas Fry Southeastern Publishers

Advertising Association

Executive Director

104 Westland Drive Columbia, TN 38401 Voice: 931.223.5708 Fax: 888.450.8329 info@sapatoday.com

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USPS Update: Changes that Matter USPS RESTRUCTURES MARKETING AND SALES ORGANIZATION In December, Chief Marketing and Sales Officer Nagisa Manabe announced a restructured marketing and sales organization for the Postal Service. Manabe stated, “I am very excited about our new organization structure. It is designed to sharpen our focus on the biggest profitable revenue-generating opportunities, and place the highest priority on marketing our core businesses.” The new structure is as follows: New Products and Renovation – Gary Reblin, will continue as Vice President of this department, with responsibility for product development for direct mail and periodicals, emerging technologies, new business opportunities, product integration, shipping products, transaction and correspondence mail, product support, and innovation. Brand Marketing – This is a new department that will be led by an Executive Director of Brand Marketing. An interim leader, Dan Barrett, formerly the Manager of New Business Opportunities, is serving as the Acting Director. The new division will be responsible for marketing USPS products and services, with a focus upon small business, shipping, mail, market research, retail and digital marketing, and marketing services.

Sales – Cliff Rucker will continue as Vice President of Sales, with responsibilities that include business, customer and intelligence, field sales strategy and contracts, national business alliances, national operations integration, national sales, sales operations and planning, national strategic accounts, and customer retention. Pricing – Jeff Williamson will continue as Vice President of Pricing, with responsibility for pricing and classifications, product classification, pricing, and pricing innovation. There are also departments under the new structure for Channel Access with a focus on retail services, Global Business, Stamp Services and Corporate Licensing. GOOD BYE, GOOD LUCK AND THANKS As part of the restructuring, David Mastervich, the previous USPS product manager with responsibility for saturation mail, will be moving to the Brand Marketing division, with responsibility for small business. Mastervich formerly served as Manager for Saturation Mail, Periodicals and Catalogs. SMC wants to thank David Mastervich for his leadership and energies in serving as a liaison for individual saturation mailers and SMC for the past several years.

Southeastern Advertising Publishers Association (931) 223-5708

David was always willing to meet with our members, to help us find and communicate with the right USPS persons to discuss and resolve problems and to pursue innovations and opportunities. He made a sincere effort to study our members’ businesses and the competitive marketplace. We want to thank him for his efforts and wish him the best in his new role. SMC ASKS FOR NEW PRODUCT MANAGER In response to the USPS restructuring of its Sales and Marketing departments, and changes in assignments, Donna Hanbery of the Saturation Mailers Coalition asked Vice Presidents Gary Reblin and acting Executive Director of Brand Marketing Dan Barrett, to assign someone within one of these new divisions to serve as a product or brand manager for saturation mail. Hanbery wrote, “It has been very helpful for SMC to have a liaison to the marketing and sales department on new ideas, growth and the occasional problems that have occurred over the past several years.” Gary Reblin and Dan Barrett have both responded that they want to continue the positive momentum we have achieved in the past. SMC looks forward to learning the identity of our new point of contact. One of our goals for 2013 will be to make sure that any new person given the responsibility of serving as a liaison for SMC and saturation mailers has an opportunity to meet some of our members and learn about the challenges and opportunities of working with the free paper industry.

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Conference Schedules SA 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. Top-notch 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.

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Will the Internet kill your free community paper? Did instant coffee kill N E Wcoffee? SPAPER PRINTING COMPANY 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 N E W S P A P E R media, P R I N T I N G your C O M P A Nlocal Y than being replaced by “instant” 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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Optimizing The content has to be organized so that the client can see and approve the format. This format includes the selection of headlines, art work, suggested copy, and overall ad design. The idea is to also find the customer’s personalized beliefs and goals and work them into the ad ideas. This can be done by showing a head shot of the customer to personalize their ads, featuring employees in the ads, and special goal/ belief statements pledging quality, dependability, and dedication to excellent customer service. The next critical action The final step is for the salesperson to explain that they want to tell the story of the client’s business with an ongoing campaign but that research needs to be done to know why their customers shop with them and the benefits they are receiving. This information can build an ad campaign with the different reasons becoming the headings of the ads. The customer’s personalized beliefs

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continued from page 4 and goals can be distributed into feature copy boxes. The next step is to tell the customer that they will be brought a campaign kick off ad layout (don’t call it a spec layout) or 2-3 sample ads depicting the start of a campaign. It is important that the customer fully agrees to this and gives permission to do so. Objections might arise which could delay the creative process but that’s OK because it’s better to know before the work is done than after the time and expense of doing the layouts.

As a final word of caution, you can’t rush the process of creativity. There might be more than one meeting to thoroughly understand the customer’s personalized beliefs and goals. Use charts to illustrate readership figures. Show how ad responses can be measured. Pay special attention to the individual ingredients of a proposal (remember, they like to look at parts).

When you’re dealing with a right brainer, don’t drag them into what I once heard described as “the deep, deep woods of Spreadsheetville.” CovThe role of the layout er the numbers, of course, but place artist. more emphasis on the creative angle – Keep in mind that the salesperson what the ads will look like and what knows what image is to be projected, they will say. what goals are to be targeted, and how Neither side is wrong. They’re just difthe campaign is to flow. Any rough lay- ferent. The best sales people underouts done with the customer are given stand how to adapt. to the layout artist, incorporating the Bob Berting is a professional speaker, customer’s personalized beliefs and newspaper sales trainer, and publisher goals. The artist proceeds to develop a marketing consultant who has conducted kick off ad for the campaign or a series over 1500 seminars for newspaper sales of ads to give a feeling of the campaign staffs, their customers, print media assoflow. It is important that the salesperciations and trade associations in the US son and the artist carefully go over the and Canada. layouts before taking them to the customer, making sure that the proper im- Bob’s advertising sales record is impressive. For 15 years, he averaged two age is projected. cold contracts a week, sold 20 shopThe layout presentation ping centers on yearly contracts, and It is important that the layouts are rarely sold an advertising contract for shown to the customer before any less than 52 weeks or 1000” during a marketing plan. This procedure ties in year. He is the author of the best sellwith the adage “ sell with emotion and ing E-Booklet “ Dynamic Advertising justify with facts”. It’s very important Sales and Image Power” which can that the layouts tell the story of their be ordered on his website www.bobbusiness, designed for efficient reader- berting.com. Bob also conducts teleship, and to utilize the customer’s per- seminars and webinars for advertising sonalized beliefs and goals salespeople, their customers, print media associations, merchant groups, and The happy ending If all the groundwork has been laid by trade associations. the salesperson, if the presentation lay- Contact Bob at 800-536-5408 and outs really sparkle, and if the customer bob@bobberting.com. He is located at has complete trust and belief in the 6330 Woburn Drive, Indianapolis, In publication as the key player in their 46250.

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THE

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2013 February SAPAToday