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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

Leading By “Littles” John Foust uses an experience with baseball icon Yogi Berra to show that managers can lead by little things. Page 3

Conference Schedule It’s not too early to start planning for next year. September 2014, Caribe Royale Hotel in sunny Orlando, Florida. Page 8

APRIL 2014

Graphics Series Ellen Hanrahan showcases the venerable 2x2. We all sell them, Ellen shows us how to make them more useful and appealing. Page 5

The “Close” Is Not The Final Element Bob Berting, Mr. Community Paper instructs us how the “close” is not necessarily the most important part of the sale. Page 4

Work Positively Dr. Joey Faucette shows us how March Madness can teach us to work positive as a sales team.. Page 6

Fall Conference

Goes BIG! The Southeastern Advertising Publishers Association has set its sights on a joint conference with the Independent Free Papers of America (IFPA) and the Community Papers of Florida (CPF) September 18-20 at the Caribe Royale Resort in Orlando. Planning is underway with an agenda that features some top industry speakers in the social media world and in print advertising. Please note that the SAPA board has made many changes from past con-

ferences, which are outlined in this newsletter. A brief description of those changes includes: • Members who attend will pay only $109 per room, per night, for your stay. The fee will cover registration for the whole conference, receptions, training and entertainment. There is a minimal $99 charge per person to be fed as only SAPA can do. • The annual awards competition for graphic and editorial personnel will be combined with IFPA and CPF, and en-

Southeastern Advertising Publishers Association (931) 223-5708

tries will be made electronically. The Friday night entertainment will be a night to remember. An outside barbecue and entertainment by Trop Rock Junkies will be part of the evening. Trop Rock Junkies was started several years ago by Steve Tolliver, a former associate member of the joint associations. For the Friday night (September 19th) entertainment, the Trop Rock Junkies have been booked to perform near the

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continued from page 1 pool side of the Caribe Royal for the annual conference. You can expect a little bit of paradise performed by a past friend of the association. Several years ago Steve Tolliver, an associate member of the associations, left his position with Newspaper Printing Company in Tampa to follow his lifelong dream.

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three social media consultants by Fast Company magazine, and his Convince and Convert blog is ranked as the world’s #1 content marketing resource. He’s also co-host of the popular weekly Social Pros podcast.

Maintaining partnerships with leading organizations across the country, Wirges has received national acclaim for her program development, interactive and fun workshops and content-rich materials.

Baer is the author of the best-selling book “Youtility: Why Smart Marketing is About Help not Hype,” which debuted at #3 on the New York Times He created Trop Rock Junkies and best seller list, and was a #1 Amazon writes all the songs that the group per- best seller. He is the co-author of “The forms. The Florida Keys and paradise NOW Revolution,” a best-selling book about social media’s impact on busiare instrumental in his writings. In 2013 the band received four music nesses of all sizes and types. award nominations. They were, “Song KELLY WIRGES of ProMax Training Writer of the Year,” Steve Tolliver; & Consulting has assisted media com“Song of the Year,” Top Down Kind panies in increasing sales and revenue of a Day, by Tolliver; “Musician of the in all facets of business. In her career Year”, band member Colin Ward; and she has enjoyed positions in sales, marketing and management and has the “Horizon Award.” The lineup of speakers for the upcom- been a partner at an advertising agency ing joint conference of the Southeast- focusing on small business developern Advertising Publishers Association ment.

RYAN DOHRN is the founder of media sales consulting firm Brain Swell Media and the creator of the 360 Ad Sales System taught to over 3,000 ad sales reps in seven countries.

She has authored 50 training programs, has customized programs for hundreds of companies, and has helped over 100,000 people increase Included on the agenda is JAY BAER, their success. a hype-free marketing strategist, Wirges is known for her ability to speaker, and author and president of combine a dynamic presentation and the social media and content market- lively interaction with the necessary ing consultancy, Convince & Convert. information and tools to achieve the A digital marketing pioneer, Baer has desired results. (SAPA), the Community Papers of Florida (CPF), and the Independent Free Papers of America (IFPA) is loaded.

consulted with more than 700 companies since 1994, including Caterpillar, Nike, Visit California, Allstate, Petco, Columbia Sportswear, and 29 of the Fortune 500 companies. He was named one of America’s top

She understands the challenges and opportunities that exist in today’s competitive and complex environment. With this knowledge she prepares and shares practical techniques that can be put to work immediately for increased success.

Dohrn has been a sales and marketing leader for The New York Times Company, Disney and Morris Communications. He is a business book author, has been featured in USA Today and on Forbes.com. Dohrn currently works on a monthly basis with over 75 publishers and their related sales and management teams. The Caribe Royale All-Suite Hotel & Convention Center is a family-friendly resort located in Orlando’s Downtown Disney® area / Lake Buena Vista neighborhood, close to Lake Buena Vista Factory Stores, DisneyQuest®, and Disney’s Typhoon Lagoon Water Park. Additional points of interest include Downtown Disney® area and Lake Bryan. The resort’s dining options include a restaurant and a coffee shop/café. A poolside bar and a bar/lounge are open for drinks. Room service is available 24 hours a day. Recreational amenities include an outdoor pool, a children’s pool, a spa tub, and a fitness facility. Spa amenities include spa services and massage/treatment rooms.

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"The Nation's Fun, Family Newspaper!" www.kidsvillenews.com/cumberland P.O. Box 53790 Fayetteville, NC 28305 Cell: 910-391-3859 ph: 910.222.6200 fax: 910.222.6199 bbowman@kidsvillenews.com

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

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

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

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

Board Member Todd Godbey Livin’ Out Loud Magazine Wilmington, NC 910-338-1205

Board Member Kathy Crumpton Piedmont Shopper Danville VA 434-822-1800

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

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

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

Leadership If you are interested in serving on the SAPA board please give our president, Caroline Quattlebaum, a call at 334-393-2969. Service in our industry is fulfilling, enjoyable and gives you sense of accomplishment. Besides that you give back to the industry that enjoy. SAPA works hard to keep you informed and up-to-date on the latest advances and trends in publishing.

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

We’d love to talk with you about how you can give back.

Leading By Littles by John Foust During one spring training season, the New York Yankees’ Nick Swisher asked baseball icon Yogi Berra for some hitting advice. Yogi told him to take a step toward the plate and a step toward the pitcher. “You’re letting the

pitch break down on you too much. That’s why these guys are getting you out.” “That’s it?” asked Swisher. “That’s it,” Yogi said. In his next time at bat – and against the same pitcher – Swisher took Yogi’s advice and hit a stand-up double.

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When he returned to the dugout, Yogi praised him and said, “You see? All you have to do is make contact with the baseball. Move up against a breaking-ball pitcher.” Yogi had recognized the problem immediately. While Swisher could hit the

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fastball, it was the breaking pitch that bothered him. By moving up in the batter’s box, he could cut the pitch’s distance. Today’s sales managers would be wise to follow Yogi’s example of leading by littles. That is, helping people grow one manageable step at a time. Here are some points to keep in mind: 1. Keep it simple. With 10 World Series championship rings and a plaque in baseball’s Hall of Fame, Yogi Berra is a walking encyclopedia of baseball. But it’s not his style to clutter a ballplayer’s mind with unnecessary infor-

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mation. One simple suggestion – one small thing that Swisher could do on his next at bat – was all that Yogi needed to mention.

2. Pay attention. When Swisher asked for help, Yogi didn’t have to do an exhaustive analysis of his batting average, on-base percentages or his lifeMany managers make the mistake of time record against that particular overloading their staffs with too many pitcher. As a student of the game, Yogi instructions at one time. Do it this way, had been watching each player carethey say. And be sure to do that. And fully throughout spring training – so don’t forget this other thing. And have he could be ready with help at a moment’s notice. it all done by tomorrow. By seeing immediate results, Swisher boosted his confidence. Yogi knew that asking him to do everything at once would not produce a successful experience.

The “Close” Is Not The Final Element by Bob Berting, Mr. Community Paper Newspaper sales managers and trainers sometimes spend too much time teaching salespeople how to close sales. In fact, the close may not be the most important part of the sale. Furthermore, traditional closing techniques could have an adverse effect in selling situations. EXTENSIVE STUDIES Many experts have studied thousands of salespeople and have realized that in many cases, traditional closing techniques do not always work. Many times, sales have gone down as the frequency and intensity of closing at-

tempts went up. In many cases, it was difficult to gain insight by asking successful salespeople what they do, because they really didn’t know. What they say and what they do are usually different. The best way to determine what makes them successful is to observe their behavior in the field while they actually make sales calls. THE PRESENTATION The polished, hard sell presentation may persuade the prospect to purchase an ad on the spot. But research shows continued on page 9 David C. Zeh

Sales managers should do the same. By getting to know their people, by studying them from the corner of the dugout, they will be in a better position to offer do-able suggestions. 3. Celebrate success. The best sales managers recognize the accomplishments of their individual team members. While it’s not necessary to throw a party after a big sale (in reality, that strategy could backfire by discouraging those sales people who have not had a big sale lately), it is important to help successful sales people feel good about their successes. Words of praise can go a long way toward helping a manager accomplish the first order of business: building people. Leadership is not a matter of changing everything at once. It’s simply changing one thing at a time – knowing that little changes add up to something bigger. (c) Copyright 2014 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. Email for information: john@johnfoust.com

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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I MAY BE IN A RUT! LAST MONTH I SHOWCASED A COUPLE OF 2x2 ADS AND THIS MONTH THEY HAVE MULTIPLIED! THE FACT IS, THESE ADS CAN DEMONSTRATE THE USE OF ORNAMENTAL TYPEFACES TO ADD A LITTLE IMPACT AND INTEREST, SO HERE ARE SOME MORE IDEAS FOR…

THANK YOU!

Two by Two’s

My apologies to Noah and his ark of animals boarding two by two. I am referring to our 2-column by 2-inch ad format. These smaller ads give me the chance to use some of the “dingbat” or “ornamental” typefaces at my disposal— because I can add a decorative element without having to dismantle a larger piece of art. Also, they are easy to do—usually not a lot of copy goes into these ads, but that can vary. I have also included some simple pieces of art, depending on the request of the customer, or to add a little more emphasis to the information.

To the Town of Herman Voters for all your support in the past years. John Q. Public Authorized and paid for by John Q. Public

Town of Rubicon Voters

Dingbats

I can’t help but think of Edith Bunker when I use the term dingbat (thanks to Archie Bunker on “All in the Family”), but a dingbat is a good thing. It is a typographical device, other than a letter or numeral. I am not sure how or when it came into use, but when I started in graphic design… a long time ago, there were dingbat fonts. (Wow, I just realized that I referenced Noah and Archie Bunker in the same article!) Sample #1 was a straight-forward political thank you. To keep a “stars and stripes” or patriotic theme, I chose a dingbat font called Gubbins Borders by Ampersand Foundry. I’ve included a few samples below:

Thank you for taking the time from your busy schedule to vote on April 3, 2001. I truly appreciate your support. Sincerely, Karla Braeden Authorized and paid for by Karla Braeden

Most times, a Political Thank You will maintain the patriotic theme—the customer request was to add a flower.

qwer tyuio p asd ghjklzxcvb n m uuuuuuuuuuuu The dingbat I used m — was transformed in InDesign using Create Outlines under the type menu. It could also be done in Adobe illustrator or QuarkXPress by using the text-to-box feature (which is how I handled this technique when I was using the XPress program). This allowed me to color the artwork and to also remove the star and use it for emphasis in another area of the ad. Sample #2 wanted to add a flower, so I chose a simple line drawing of a rose, which I felt was more informal, yet personal. I created an irregular shape following the contour of the flower, filled it with a basic feather and placed it behind the flower to soften the solid graphic contrast between the text and artwork. Sample #3 is a “Card of Thanks” that we often ran. Type size is kept the same size throughout, but to add a little impact or attention it was “dressed up” with another selection from Gubbins Borders (see above). This time the dingbat was repeated to form the area across the top:

We would like to thank everyone for the prayers, support, help, visits, cards, and gifts that were given to us throughout Joseph’s recovery. A special thank you to Pastor Fortain, Little Switzerland Ski Patrol, the ambulance services, Hartford Memorial Hospital Emergency Room, and Joseph’s friends. Karl, Susan, Hannah, and Joseph Hillermann

❸ NEOSHO SCHOOL

u uuuuuuuuuuuuu It was then reversed to add a more reverential feel to the ad. You can also create entire borders using these typographic elements, but the 2x2 inch size is a little small to make the best use of a border to go around the entire ad. Using these dingbats at too small a point size would result in a less clear and poorly defined pattern, so keep them on the large size. Point size in the ad is 20 points and at 24 points in the various above samples (the border sample above is 22 points, all the other “borders” are 24 points). Sample #4 is a typical “help wanted” for a teacher’s aide. This time I chose to make it a little more visual. You can see that there is not a lot of copy, so to make the ad stand out from the rest, I added educational graphics, highlighted them by placing in a white circle which repeats the area and shape that contains the name of the school. Text is still prominent so the artwork does not overpower it. Here are some additional dingbats strung together to create “borders”…

qqqqqqqqqqqqqq mmmmmmmmmmmmmm LLLLLLLLLLLLLLL

Teacher’s Aide Grades 6–8 Part-time mornings

Call Neosho School 888-555-4321

❹ Whether you use them as a group, or take them apart, take a closer look at dingbats, or simple line art—especially when space is limited. Searching for an item to add a little impact may be sitting in your fonts folder. There are also a lot of these fonts available for free (or minimal cost) online— especially seasonal. And with the Open Type fonts, there may be some of these little gems hiding within some of the fonts you already have… I welcome your input and suggestions. A former art teacher, I entered the free paper publishing business in the early 80s. I write for IFPA, Community Papers of Michigan, and am still learning. Ellen Hanrahan ©2014 E-mail: hanrahan.ln@att.net

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Work Positive

3 POSITIVE REASONS TEAMS WIN AT WORK by Dr. Joey Faucette

Star-played-plus-four squads focus on the Chosen One. The one who is on the cover of the press guide, by himself. “Give me the ball and let me Watching NCAA March Madness shoot” is his mantra. Let him have an Tournament college basketball games, off night, which happens to all of us, I’ve learned again the supremacy of and they stink up the arena. team versus a star-player-plus-four approach. Sure the “one and done” Teams focus on other players. Rather star freshman who’s merely passing than keeping the ball excessively, they through for a year on his way to the find ways to make one more pass for a NBA might be thrilling to watch, but higher percentage shot by a teammate. several such “it’s-all-about-me” squads Scoring is distributed evenly among five or more players. All contribute by lost to double-digit seeded teams. playing their role. How did the teams win? And what can we learn from them so we win at How about your work team? Is “it” all about one person doing everything? work? Or, do projects dictate that each of you Here are 3 Positive Reasons Teams make your unique contribution? That Win at Work: the pieces are passed around to the TEAMS FOCUS ON WINNING person best equipped to succeed until Star-dominated squads focus on stats. its finished? How many points did their main man Work Positive teams focus on others score? How many rebounds did he on the team who have a greater shot at get? Or blocks? Did he make that elu- success with the task. sive triple double?

TEAMS FOCUS ON OPPORTUNITIES. Teams focus on one outcome—winning—by focusing on others. They also focus on opportunities. If the star player misses shots, the other players stand around, expecting him to make it. Conversely, teams are active without the ball and put back offensive rebounds at a higher rate. They move toward opportunities. At work, who stands around waiting for others to do the work? Teams that focus on winning and others also focus on opportunities. Their motion offense constantly learns and seeks out changing market conditions for a niche. Work Positive and win at work by focusing on a winning outcome, others, and opportunities! Dr. Joey Faucette is the #1 Amazon bestselling author of Work Positive in a Negative World (Entrepreneur Press). Discover more at www.ListentoLife.org.

Teams focus on one thing: winning the game. They keep the main thing the main thing. You continue to play in the tournament when you win. What about your work team? Do you focus on individual stats like your personal sales goal to the exclusion of the team? Or, do you bring an owner mentality to the team, seeing yourself as contributing to the continuing profitability of the company? Work Positive teams focus on winning. They keep playing. TEAMS FOCUS ON OTHERS. Teams focus on one outcome—winning. They know they win by focusing on others. Southeastern Advertising Publishers Association (931) 223-5708

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PaperChain: Promoting Community Papers by John Draper

“What or who is PaperChain?” “What do they do?” “What does it mean to me?” …quite possibly the top questions anyone who has ever served on the PaperChain committee has fielded from publishers across the country. Let’s break each one down. “What or who is PaperChain?” PaperChain is a national entity created to promote the community paper industry. PaperChain is steered by an all-volunteer committee of publishers, managers, and free paper association directors. These individuals are deeply invested and passionate about the industry, just like every publisher across the country. These individuals believe that a cohesive effort to promote community papers can yield greater results at a higher level than what most state, regional, or national associations might be able to achieve alone.

If you work for or operate an audited free publication, and are a member of any of the various state, regional, or national associations, you are PaperChain. You are part of an industry standard based on audited circulation that delivers results with every publication. When rolled up, this standard represents a circulation of over 44.2 million. “What do they do?” It is the mission of PaperChain to promote this industry that is based on this reliable, trusted, and audited circulation. In order to achieve this, we look at two audiences.

are putting your publication’s information in front of media buyers, planners, and executives. Our partnership does not stop there. Amongst other things, we have negotiated premium search placement, links to CVC audits, and PaperChain endorsement identification. So not only are you listed, but you get special treatment for even better awareness. In addition to SRDS, we promote the industry through various social media, press releases, and our own website, www.paperchain.com.

Our second audience is your readers. PaperChain has endeavored to partner with the industry associations to promote Community Paper Month at a local level. Our promotions take the The first is media buyers. PaperChain strength of free papers and localize it works very closely with SRDS which is for your market. We strongly encoura data clearing house for media buyers. age you to participate in this national Over 15,000 users pay to have access campaign which will be coming to you to the data SRDS gathers. They access for July of 2014. this data over 300,000 times a year. PaperChain and SRDS (with great as- PaperChain does not sell ads. We besistance from CVC) have created list- lieve that the best sales reps in the inings within the SRDS database for each dustry are yours. Our objective is to of our PaperChain publications. We continued on page 8

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PaperChain

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promote, create awareness, and build strength, then allow you to capitalize in your markets for the benefit of your publication. “What does it mean to me?” PaperChain is an endorsement of your publication. It is something to be proud of. This holds true for the media buyer audience we are working to bring to you as well as your local audience. Great investments have been made on your behalf. Investments such as the audits, the SRDS partnership, and Community Paper Month promotions are yours to take advantage of. PaperChain means you have a lowcost marketing arm. Purchased by yourself, an SRDS marketing package would cost you thousands of dollars annually. PaperChain, in coordination with the various trade associations, is handling this for you. As mentioned above, we are promoting at the macro level, and you can capitalize on this in your local markets. So now that I’ve answered these questions, as best as possible in limited space, I have a question for you? “Will you work with us?” PaperChain’s strength is derived from the strength of the state, regional, and national associations, and the strength of each of the PaperChain publications. We are asking you to continue your efforts to build a reputable publication in your local market, to support your trade associations through the sales and publication of network ads, to get involved in Community Paper Month, and to promote the PaperChain brand within your publication. And finally, if you would like to join the efforts of the PaperChain committee we look forward to that opportunity and look forward to hearing from you.

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.

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that the presentation had only a temporary effect that is largely gone after the presentation. Many times the hard sell had a closing effect that offended the prospect. When the follow up opportunity comes, the prospect doesn’t want another dose of pressure and the opportunity to make more subsequent calls may be lost. PERCEIVED VALUE In most cases, perceived value has to be great to justify a major ad campaign and a major expenditure. Therefore it is unlikely that a salesperson can complete the sale in the first or even second contact. Another characteristic of the major ad campaign is that there are sophisticated and savvy buyers who have heard every closing tactic ad salespeople are taught to use. They often resent the obvious manipulation to get them to commit and in most cases, prematurely. A case in mind: one prospect actually named every closing technique…as the salesperson tried it. Then he promptly escorted the salesperson out of his office without giving the salesperson the order or another appointment.

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In summary, the adage “close early and often” is inappropriate. But the slogan continued from page 4 I like best is to “give them a big stack of benefits for their little stack of money.” ARE THEY THE ONE WITH THE When perceived value is substantially DECISION TO BUY? higher than the cost, good things hapMany times the prospect is concerned pen…for the advertising salesperson. about looking bad in front of their Bob Berting is a professional speaker, business associates, if a decision to newspaper sales trainer, and publisher buy turns out to be a bad one. Theremarketing consultant who has conducted fore, they are much less likely to yield over 1500 live seminars, tele-seminars, to pressure to close on the spot. They and webinars for newspaper sales staffs, will be turned off by attempts to close their customers, print media associations them into making a decision before and trade associations in the US and they are satisfied that those responsiCanada. ble for concurring in the decision have all the facts…and are all convinced the Contact Bob at 800-536-5408 or advertising campaign is the one they bob@bobberting.com. He is located at 6330 Woburn Drive, Indianapolis, IN should buy. 46250.

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Bob Berting, newspaper marketing consultant, has published his new e-book for sales professionals in the newspaper industry entitled “Advanced Selling Skills For The Advertising Sales Pro”. This is a publication for beginning salespeople to learn advanced selling techniques and experienced salespeople tosharpen their selling skills. Salespeople can learn more about this publication by using the link www.adsalespro.com and see the table of contents as well as reading the complimentary first chapter. The cost to download the eBook is only $24.95.

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

Bob Berting is a professional speaker, newspaper sales trainer, publisher, and marketing consultant who has conducted over 1500 live seminars and tele-seminars for newspaper sales staffs, their customers, and print media associations in the U.S. and Canada. His 40 year background includes 15 years in newspaper management, 5 years as university marketing instructor, and owner of a full service advertising agency for 20 years.. Bob can be contacted at bob@bobberting.com or 800-536-5408. He is located at 6330 Woburn Drive, Indianapolis, In 46250.

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Conference Schedules SAPA Annual Conference: Orlando, F l o r i d a : SAPA (Southeastern Advertising Publishers Association), IFPA (Independent Free Papers of America), and CPF (Community Papers of Florida), will join together NEWSPAPER PRINTING COMPANY at the fabulous Caribe Royale in sunny Orlando, Florida on September 18 20, 2013. We are already working on

speakers, activities, and networking opportunities that will make this a conference to remember. 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.

Leaders think and talk about solutions. Followers think and talk about problems. Spend eighty percent of your time focusing on the opportunities of tomorrow rather than the problems of yesterday.

Brian Tracy Douglas Fry Southeastern Publishers

Doug Schwenk

Advertising Association

Executive Director

104 Westland Drive Columbia, TN 38401

A c c o u n t E xe c u t i ve NEWSPAPER PRINTING COMPANY

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USPS Update NEWSPAPER PRINTING COMPANY

NEW LOAD LEVELING RULE PUBLISHED NEWSPAPER PRINTING COMPANY USPS TO HONOR EXISTING CUSTOMER SERVICE RULINGS On March 5, 2014, the Postal Service published in the Federal Register its final rule concerning the load leveling plan that will make changes in service standards for mail brought to Destination Sectional Center Facilities (DSCF) for Standard Mail. The new service standard goes into effect on April 10, 2014. Under the rule, the service standard for mail entered after 4:00 p.m. on Thursday, and entered on Friday, Saturday or Sunday, will change from 3-days to 4-days. A chart accompanies this column showing the scope of the limited change in service standards. The load leveling rule was a Postal Ser-

vice response to its belief that Friday was becoming a very heavy mail entry day for Standard Mail and that this created pressures, including extra costs and overtime, for Monday deliveries. The addition of one more day to the service standard is expected to help the Postal Service cut costs and reduce the pressure for Monday delivery. The Saturation Mailers Coalition (SMC) had contacted Postal Service officials, and submitted comments to the Federal Register asking about the existing customer service ruling that SMC had obtained in June 2012, regarding the importance of honoring mailers’ requested in-home date for mail that is not automated remain in effect. The final published rule noted these comments and contained the following comments and assurances:

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Under current policy, local postal managers are expected to respond to properly submitted in-home delivery date requests by exploring whether, in the normal course of operations, opportunities exist to process and deliver mail in a manner that is consistent with applicable service standards and requested in-home dates. The DSCF Standard Mail service change is not intended to effect the current procedures through which mailers may request delivery on or by a specific date within the applicable service standard. In a communication SMC shared with members about the new rule, Executive Director Donna Hanbery urged mailers to save a copy of this Federal Register publication and the June 2012 customer support ruling that describes how Saturation, High Density or Carrier continued on page 11

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Route pieces entered at a DDU or SCF could be labeled as non-machinable and non-barcoded with a requested inhome date. Hanbery urged SMC members and free paper publishers to save a copy of these documents, including the new rule section containing a commitment to honor mailers’ in-home dates so long as they were consistent with applicable service standards. What does this mean as a practical manner? Hopefully publishers that are entering mail at either a DDU or SCF will see no change in their mail operations or the Postal Service’s ability to honor in-home dates. Once again, the load leveling rule does not make changes in the following mail or mail entries: Standard Mail dropped at a DDU EDDM - Retail Periodicals/newspapers First Class or Priority Mail OTHER POSTAL NEWS AND UPDATES PERIODICAL WEIGHTS In February 2014, the Postal Service raised the maximum weight limit for periodical flat mail from 20 ounces to 24 ounces under certain condition. The rule change was a result of industry requests and testing that showed the heaver pieces could be processed on Postal Service equipment.

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(EDDM) to help local businesses with tools to find better demographic data about age, household income and size, for determining target zip codes and carrier routes for the EDDM product. The new tool is called “Quick Check” and is designed to help mailers and small businesses better target potential customers. FIRST CATALOG NSA FILED In March 2014, the Postal Service, and the cataloger Potpourri, announced and filed with the Postal Regulatory Commission, the first Negotiated Service Agreement (NSA) that would reward a cataloger, Potpourri, with a rebate calculated based on increases over an established volume threshold of catalogs entered as Standard Mail carrier route flats. In press releases describing the proposed NSA, the Postal Service pointed out that catalogs entered as carrier route flats provided valuable contribution and revenue to the Postal Service, both

continued from page 10 in terms of the pieces mailed and the multiplier effect, with additional mail generated with First Class statements, payments, and parcels sent by mail to fulfill catalog orders. Pointing to this “multiplier effect,” representatives of the catalog industry have urged the Postal Service to recognize the value of catalogs both in pieces sent and the “downstream,” multiplier mail, generated by catalog sales, billings, payments and correspondences. The Postal Service described the NSA as, hopefully, increasing the carrier route flats that Potpourri would mail and stimulating other catalogers to increase the density of their mailings to qualify for carrier route flat treatment. Once approved by the Postal Regulatory Commission, other similarly situated businesses or catalogers could also seek the same rebates or benefits under the NSA by showing that they have similar mail products and comparable growth thresholds.

EVERY DOOR DIRECT MAIL ADDS NEW DEMOGRAPHIC FEATURES Gary Reblin, USPS Vice President New Products and Innovation announced that the Postal Service had improved its online website features for mailers and customers using Every Door Direct Mail

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Welcome Reception

6:30 - 8:00 pm

Sponsor Presentation

8:30 - 8:45 am

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Kelly Wirges: Advertising Strategy

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Sponsor Presentation

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3:00 - 3:15 pm

4:45 - 5:00 pm

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3:15 - 4:30 pm

SAPA Business Meeting

1:00 - 1:30 pm

Outdoor BBQ by the Pool with the Trop Rock Junkies

Tim Bingaman: CVC Audit Updates

Publishers Open Mic Roundtable

Sales Open Mic Roundtable

Jay Baer: 8 Steps To Creating A Winning Social Media Strategy

Publishers Roundtable: Bob Munn, Facilitator

Lunch is served

Noon -1:30 pm

Digital Roundtable: Ryan Dohrn, Facilitator

Kelly Wirges: Progressive Prospecting

Sponsor Presentation

10:15 - 10:30 am

10:30 - Noon

Networking Break

10:00 - 10:15 am

Jay Baer: YouTility

Registration and Check-In

8:00 - 5:00 pm

Disney Ticket Savings available for Conference Attendees

Conference Wrap-Up w/ Prizes

Diane Ciotta: Sales Boot Camp concludes

Tony Thomasson: Graphics Roundtable

Doug Fabian: Revenue Generating Ideas For Print

Sponsor Presentation

CPF Business Meeting

IFPA Business Meeting

Ad Award Video Presentation

Lunch is Served

Tim Bingaman: Sales Boot Camp CVC Info

Douglas Fry: Graphics Roundtable

Dan Buendo: Revenue Generating Digital Ideas

Kelly Wirges: Sold! On Classifieds

Sponsor Presentation

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Noon - 1:30 pm

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Fast, Full Breakfast

7:00 -8:30 am

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Friday, September 19

Technology Roundtable: Ken Ubert, Facilitator

Sales Roundtable: Mark Helmer, Facilitator

Sponsor Presentation

3:45 - 4:00 pm

4:00 - 5:30 pm

Networking Break

3:30 - 3:45 pm

Opening General Session: Welcome by association presidents

1:30 - 1:45 pm

Ryan Dohrn: Sales Process for Success

Registration and Check-In

1:00 - 5:00 pm

1:45 - 3:30 pm

CPF, IFPA, and SAPA Board Meetings

9:00 - Noon

Thursday, September 18

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National Newspaper Association PO Box 7540 Columbia, MO 65205-7540 @nnaonline - www.nnaweb.org For Immediate Release March 6, 2014

Press Release Contact: Sara Walsh, Programs & Outreach Mgr (573) 777-4980 sarawalsh@nna.org

Kidsville News! sponsors NNA’s 2014 NAE contest COLUMBIA, MO —For the third year in a row, Kidsville News!, a literacy and educational newspaper initiative based in Fayetteville, NC, has stepped up to sponsor the National Newspaper Association’s Newspaper And Education contest. “Since 1998 the Kidsville News! Literacy and Educational resource program has played a very important role in the success of community newspapers,” said Bill Bowman, president and founder of Kidsville News! “In addition to sponsoring the NAE contest, we are extremely proud and excited to continue to license our unique, successful and profitable NIE program with numerous members of the NNA,” said Bowman. “We thank Kidsville News! for its generous support in helping us recognize the significant role newspapers play in supporting community educational programs,” said NNA Contest Chair Jeff Farren, publisher of the Kendall County Record in Yorkville, IL. “This generous sponsorship will ensure each of the contest’s 10 first place winners will receive a check for $100 and an award certificate,” he said. NNA believes successful newspaper education partnerships should be celebrated, so it has created this enhanced Newspaper In Education contest to highlight newspaper/school partnerships (levels K through community college) that focus on developing fully informed citizens. Both traditional Newspaper In Education programs and non-traditional programs are eligible for entry. The contest is open to NNA member and non-member newspapers. It will recognize newspapers that have established internships, supported school programs, assisted student journalists and helped local education through activities that reach beyond news coverage. Entries must have been published or carried out between July 1 2013 and June 30, 2014. The deadline for entries is July 1, 2014. More information can be found on NNA's website. Contest winners will be informed if they have won by August 2014, and will also be acknowledged during the NNA’s 128th Annual Convention & Trade Show, October 2-5, 2014, in San Antonio, TX. Newspapers interested in more information about bringing Kidsville News! into their community, can find more information by visiting their website at kidsvillenews.com Questions? Contact Sara Walsh at: 573-777-4980, Facebook: @nnasarawalsh, Twitter: @sarawalsh_nna or Email: sarawalsh@nna.org Established in 1885, the National Newspaper Association is the voice of America’s community newspapers and the largest newspaper association in the country. The nation’s community papers inform, educate and entertain nearly 150 million readers every week.

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