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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

Did the Dog Eat Your Homework? John Foust, like all of us, has heard this excuse before. Do we try to use similar excuses in our sales process? 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

JUNE 2014

Graphics Series Ellen Hanrahan demonstrates optical illusions then shows us how we can use them as we develop distinctive ad designs. Page 5

Advertising Sales is WAR! Bob Berting, Mr. Community Paper gives us 7 keystone principles to become better sales reps and people. Page 4

Work Positively Dr. Joey Faucette teaches us that we can lead positively as we have courage, exercise control and impact our communities. Page 6

Orlando Conference

Speakers JAY

ing, you’re asking the wrong question. You’re not competing for attention only against other similar products. You’re competing against your customers’ friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: “How can we help?”

YOUTILITY: SMART MARKETING IS ABOUT HELP, NOT HYPE Smart marketing is about help, not hype. If you’re wondering how to make your company seem more excit-

Youtility is Jay Baer’s most popular and powerful presentation, and he has delivered it worldwide to B2B, B2C, small business, large businesses, technology-centric and technology-phobic audiences. It’s a smash hit because it’s

BAER

Southeastern Advertising Publishers Association (931) 223-5708

relevant, resonant, practical, funny and true. In Jay Baer’s presentation Youtility: Why Smart Marketing Is About Help Not Hype he delivers a new approach that cuts through the clutter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life. Filled with dozens of real-world ex-

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continued from page 1 amples, this hilarious and powerful presentation will fundamentally change the way you think about your business, and is based on a New York Times best-selling business book. Jay also often conducts follow-up workshops/Webinars for event attendees, signs copies of Youtility and hands out free checklists of the key principles of the book. Is your marketing so useful that people would pay for it? That’s what it takes to become a Youtility….and you can get there.

KELLY WIRGES

Kelly Wirges of ProMax Training & Consulting has assisted media companies increase sales and revenue in all facets of business for over 25 years. In her career, she has enjoyed positions in sales, marketing and management and has been a partner at an advertising agency focusing on small business development. In 1993, she founded ProMax Training & Consulting, Inc. ProMax develops practical, customized solutions that help companies retain, develop and align talent with business strategies. She has authored 50 training programs, has customized programs for hundreds of companies, and has helped over 100,000 people increase

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their success.

USA Today and on Forbes.com. Ryan Kelly is known for her ability to com- currently works on a monthly basis bine a dynamic presentation and lively with over 75 publishers and their reinteraction with the necessary infor- lated sales and management teams. mation and tools to achieve the desired results. Kelly 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. Maintaining partnerships with leading organizations across the country, Kelly has received national notoriety for her program development, interactive and fun workshops and content-rich materials. Kelly’s educational background includes an advertising, marketing and business degree from the University of Nebraska, as well as a graphic design degree from Platt College.

TIM BINGAMAN

Tim Bingaman President & CEO of Circulation Verification Council (CVC), believes that necessity is the mother of invention. In 1992, Tim’s job was to analyze struggling newspapers and determine whether they could be saved, or should be shut down. While studying the feasibility of a publication in California, Tim realized that he did not have the kind of data he needed to make a decision.

Circulation Verification Council (CVC) was created to meet the data needs of advertisers and publishers who struggle evaluating community newspapers, shoppers, niche publications, and magazines across the country. CVC gives an accurate picture of Ryan Dohrn is the founder of media publications’ circulation and readersales consulting firm Brain Swell Me- ship so that publishers and advertisers dia and the creator of the 360 Ad Sales can make informed decisions. System taught to over 3,000 ad sales reps in seven countries. Ryan has been a sales and marketing leader for the NY Times Company, Disney and MorSoutheastern Advertising ris Communications. He is a business Publishers Association book author and has been featured in

RYAN DOHRN

Organizational Software

Tools you need to be more efficient.

Lead Developer & Founder

407-656-2777

chris@MaxProPublishing.com www.MaxProPublishing.com Software Developed by:

Little Fish Big Ocean, Inc.

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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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Bill Bowman President

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

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

Did The Dog Eat Your Homework? By John Foust, Raleigh, NC It’s no secret that the more sales people know about their prospects – before they begin a sales presentation – the better their chances for successful outcomes. In advertising, this means learning prospects’ business and mar-

keting histories, identifying major competitors and analyzing what they want to accomplish in their advertising.

Since pre-presentation homework is such a crucial step in the sales process, why don’t more sales people make it a top priority? There are several possible reasons:

Southeastern Advertising Publishers Association (931) 223-5708

1. Impatience. High-energy sales people thrive on the adrenaline of the pitch and are eager to get to the main event. After all, isn’t that where their powers of persuasion come into play? And isn’t that where decisions are made?

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Impatience has a big downside. It sends a signal that sales people are (1) unprepared and (2) concerned only about themselves. That’s a negative first impression that is difficult to overcome in a presentation. 2. Overconfidence. This is particularly common with experienced account executives; they feel like they can wing it, instead of spending time gathering information. They have dealt with so many widget dealers that they think they can skip the discovery step.

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don’t know the techniques to gather information. They may not have learned how to ask open-ended questions to encourage prospects to talk. They may be poor listeners. They may not know where to find information (online research, networking, etc.).

4. Research paralysis. Some people are more comfortable with technology than they are with people. Rather than avoid gathering information, they overdo it. You’ll find them at their desks, basking in the glow of their 3. Lack of knowledge and skills. Sales computer monitors, poring over onpeople may skip this step because they line and database research, surround-

Advertising Is War!

ADVERTISING IS WAR— DEVELOPING ADVERTISING SALES POWER ON THE BATTLEFIELD IN 2014 By Bob Berting, Berting Communications

What can be done to develop greater sales and image power in your market battlefield in 2014? Although there are many activities that can be worked to achieve greater recognition in the market place, there are certain guidelines that will give an immediate attack plan. These guidelines will help your salespeople be accepted as advertising consultants, help publishers give direction to their sales management, and

serve as a yardstick for recruiting quality people.

SEVEN BUILDING BLOCK GUIDELINES Have all salespeople work with customers as a trusted friend and advisor, not an interviewer. Contrary to many sales training programs, a customer doesn’t want to be put through progressive questioning. They expect the salesperson to do research on their business via the internet, and not say “tell me all about your business.” In fact, the customer must trust and believe in the salesperson and their publication first before continued on page 8

ed by charts and graphs. Their mantra is not “Ready, aim, fire.” It’s “Ready, aim, aim.” This approach creates the risk of losing relevant, usable information in a mountain of details. 5. Poor time management. You may be familiar with the time management grid which illustrates four categories: (1) Urgent and Important, (2) Urgent but not Important, (3) Important but not Urgent and (4) not Urgent and not Important. It’s human nature to concentrate on the tasks which are in the urgent category, regardless of their importance. Something shouts “do this now,” and we do it – often without asking ourselves if it can wait. Good time managers discipline themselves to focus on tasks which are important but not urgent. Preparation time can easily be put on the back burner, but they don’t let that happen. 6. Lack of desire. Every job has its most favorite and least favorite parts. Strong sales people persevere through the parts they don’t like, because they see how those duties fit into the big picture. Weak sales people simply avoid the things they don’t like. 7. Lack of perspective. Too many sales people – veterans as well as rookies – simply don’t realize the importance of research. The message here for them is: knowledge is power. That goes for knowledge of the sales process, as well as knowledge of their prospective advertisers. (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

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WE WORK WITH WORDS AND IMAGES IN GETTING A MESSAGE TO AS MANY PEOPLE AS WE CAN. SOMETIMES WE GET SO CAUGHT UP WITH THE WORDS THAT WE FORGET THAT PICTURES AND IMAGES CAN ALSO BE “READ.” WE ALL SHOULD HAVE A BASIC UNDERSTANDING OF…

Visual Literacy Graphic design, because of its visual nature, requires an understanding of pictures, letters and symbols. It seems so simple—“make it look good”—and yet, visual information is much more complex. The graphic designer must combine words and images to make visual statements that are to be read and understood. The words and images must reinforce each other in both intent and content to be readable, legible…and most of all, believable to the reader. Visual literacy is a skill that helps to interpret, understand, and derive meaning from information presented in the form of an image, extending the meaning of literacy, which we most often think of written or printed text. Visual literacy is based on the idea that pictures can be “read” and that meaning can be communicated through a process of reading. Prehistoric animal drawings in ancient caves, such as the ones in France and Spain, can be thought of as early forms of visual literacy—they relay information. The concept of reading signs and symbols is certainly not new… we do it all the time with

the symbols for men’s room or ladies room, red cross, railroad crossings, poison, etc. A simple symbol is substituted for words and in most cases, understood by many, even if they do not speak the same language. There are also a lot of studies, theories, practices and books that delve deeper into visual literacy, but this is just to expand your design capabilities in understanding the tools you have available to you. Sometimes images create illusions that put our visual awareness to the test. We can apply this same concept to the ads that we do. Since we also work with images—photo, illustration, text—all can be viewed as elements with similar characteristics. When we create an ad, we place all these elements into a visual representation. Remember contrast, repetition, alignment and proximity? These principles help organize the ad content and help the reader understand what the information is all about. The following illusions, or at least the idea behind them, can be used to make our ads better—especially if we have to create the illusion that there is more space in the ad. Which horizontal line is longer?

The Muller-Lyer Arrow produces an illusion that in itself is not distorted but produces the distortion when the two arrows are viewed together.

You can’t always believe what you see! We rely on familiar word shapes to help us read. Lowercase letters have distinctive shapes and sometimes we are able to figure out what the words say just by their shapes alone. See if you can recognize the following two proverbs just by the shapes. Don’t peek at the answers—you will be able to get it!

① Beggars

can’t be choosers. ② Easy come , easy go. Another illusion is based on the premise that the brain is confused by ambiguity, and will therefore select one image over the other, usually the more familiar, or recognizable, object or shape. In this drawing based on the illustration designed by E.G.Boring, we see the profile of a young woman with her head tilted to the side…or do we? Look again and you may very well see the face of an old woman! Muller-Lyer Arrow: The two lines are, in fact, equal in length. Proverbs: 1. Beggars can’t be choosers. 2. Easy come, easy go. ANSWERS

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Visual perceptions are based on our own human behavior, experiences and memories. An image of food can trigger hunger. The experience of touching fire leads us to understand “hot.” We respond to visual images based on what we know. Different cultures may interpret some images differently. In Gestalt Theory this is called “Isomorphic Correspondence.”

Simple geometric shapes can alter the way objects look and are perceived. Both the square and the circle are the same size from edge to edge. The circle only appears smaller because the white space that surrounds it seems to minimize its shape. Before words, information came through visual representations. As children we learned through images, but once we learned words, we no longer continued to develop our visual literacy.

Visual Literacy has three parts…

Visual thinking is the ability to transform thoughts, ideas, and information into all types of pictures, graphics, or other images that help communicate the associated and appropriate information. Visual communication is when pictures, graphics, and other images are used to express ideas and to inform people. For visual communication to be effective, the receiver/reader must be able to construct meaning from seeing the visual image. Visual learning is the process of learning from pictures and graphics. Visual learning includes the construction of knowledge by the learner as a result of seeing the visual image. All parties involved have to understand the images that they are seeing. If someone does not understand a graph or chart, then that information is not useful.

In the meantime…

Remember to combine words and images carefully. The image must support the words, and as you can see from this lesson, images can also deceive the viewer! It’s hard to think of words as being an “image,” because they’re, well, words. But if you can think of the text, or prices as a shape, you may be able to come up with more options to fitting all that stuff into a specific ad size. We have to create the illusion that all the pictures and words that we need to fit into that ad space were specifically designed for it—whole, complete, organized… plus it must “sell” the product or service. Welcome to the world of graphic design. 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. E-mail: hanrahan.ln@att.net Ellen Hanrahan ©2014

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Work Positive

3 WAYS TO LEAD POSITIVE IN A FEARFUL WORLD Dr. Joey Faucette

short term.

ers to do the same.

That’s when you Lead Positive and in a break room conversation, recall with courage a similar intersection of danger and opportunity when all turned out well. Or, on a conference call remind everyone with courage of the corporate mission and vision and how focus on it has in the past steered the ship around the mines of fear.

COMMUNITY WHERE YOU CAN Your followers’ reactions to fear vary greatly. Some receive your self-definition with relief and step away from fear. Others choose to follow fear further and disbelieve your positive outcomes.

For the past couple of weeks, you’ve read about great leadership truths I discovered from Ed Friedman. The first one we talked about is that great leaders have “a capacity to separate themselves from the anxiety around them.” The second is that great leaders have “a commitment to goals beyond Speak courage when you can, times the horizons that everyone else saw.” when your positive influence is most This week we look at the third one needed. which is great leaders have “the courCONTROL WHAT YOU CAN age to define themselves within their In anxious, short-sighted moments, community.” fear runs freely, demolishing innovaAnxiety drives those whom you lead tion and creativity. It seems at those by influence to look short-range. Such times that the world is out of control, a narrow focus creates fear within on a collision course with destruction. them. Fear paralyzes their action. Lack Find one thing you can do that creates of action stunts results. Stunted results a short-term, high-impact win. One decrease sales with less productivity. action that results in a positive, visible How do you vanquish fear among outcome with those you lead. Share those you lead? the win. “Look what happened!” is the Here are 3 Ways to Lead Positive in a rallying cry. Fearful World: COURAGE WHEN YOU CAN It’s a challenge to act courageously when so many around you are fearful. Yet it’s necessary to Lead Positive. Courage is best expressed at certain moments; times of high-influence opportunity. Those experiences when all seems anxious with no relief in the

Create community among those who follow you away from fear. Your courage inspires their courage. Your actions encourage their actions. Both define a new community; a critical mass of folks who team around positive leadership that dispels anxiety, lengthens short-sightedness, and vanquishes fear. Rally this community. Invest your leadership capital in them. Allow the others to self-select. You go Work Positive with those who will. You amaze yourself and others as you Lead Positive in a fearful world.

SUMMARY How do you lead when fear surrounds As you do, you discover that others your team? Here are 3 Ways to Lead ask, “How did you do that?” Fear nar- Positive in a Fearful World from Dr. rows their range of mental options to Joey Faucette, #1 Amazon best-selling what they can’t do. Encourage them author and leading Positive Business to follow you in controlling what they Expert. can; to find one action that will generate a positive outcome. Then go do it. Dr. Joey Faucette is the #1 Amazon bestselling author of Work Positive in a NegaYou define yourself as a leader as you tive World (Entrepreneur Press), Work control what you can and inspire oth- Positive coach, & speaker who helps business professionals increase sales with greater productivity so they leave the office earlier to do what they love with those they love. Discover more at www.ListentoLife.org.

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Advertising is War they will openly discuss their goals, strategies, and budgets. Don’t keep bombarding customers with dozens of ways to advertise. They should be sold on the publication as the major player in their media mix and on an ongoing program that requires consistent advertising on a set basis. Many well meaning publishers will constantly start new promotions and put pressure on their salespeople to sell them. The end result is that the customer sees the salesperson as a peddler who wants to constantly add more costs and changes to a set program, not a trusted advisor. It is absolutely vital that salespeople know and understand their media competition to effectively compete against them. All advertising plans submitted to prospects must feature long range programs with consistent, repetitive advertising. Salespeople must always present plans, packages, campaigns, and programs… and not one time trial ads. Shopping centers, small towns, and business communities can be sold on

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a yearly contract basis. This must be a well-conceived marketing plan which offers them some services as no charge as an incentive for participation in the total yearly marketing plan.

on their branding and top of mind awareness. The harsh reality of most competitive battlefields is that few come in second and do well in today’s environment. Consequently every effort must be made to develop a tough sales force that has the right attitude toward the publication, the customer, and the skill of selling advertising programs on a long range basis.

There must be an arrangement for a majority of merchant participation to assure the fulfillment of the total marBob Berting, newspaper marketing conketing package. sultant, has published his new e-book for 2014 should bring about a revival of sales professionals in the newspaper incross functional teams, involving salesdustry entitled “Advanced Selling Skills people, graphic artists, tele-marketers, For The Advertising Sales Pro”. This is a and marketing support people. Publipublication for beginning salespeople who cations with these teams will achieve can learn advanced selling techniques and a greater relationship with their cusexperienced salespeople who can sharpen tomers and will see greater response to their selling skills. Salespeople can learn their creative efforts. more about this publication by using the Have a recruiting and interviewing link www.adsalespro.com and see the policy that requires new salespeople table of contents as well as reading the to have the following traits: complimentary first chapter. Payment of Excellent communication skills—can $24.95 to download the 34 page e-book. they paint word pictures verbally? Bob Berting is a professional speaker, Good attitude and values—hire people newspaper sales trainer, and publisher you can trust, especially if you know marketing consultant who has conducted they will be a part of a cross-functional over 1500 live seminars and tele-seminars for newspaper sales staffs, their team. customers, and print media associations Good work ethic—are they goal oriin the U.S. and Canada. His 40 year ented and can they manage their background includes 15 years in newstime—especially customer contact paper management, 5 years as university time. marketing instructor, and owner of a full Creativity—are they innovative, do service advertising agency for 20 years.. they have good ad design ability? Can Bob can be contacted at bob@bobbertthey put together a marketing plan? ing.com or 800-536-5408. He is located The bottom line is that advertising is at 6330 Woburn Drive, Indianapolis, In war and that a publisher can win on 46250. the battlefield by constantly working

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

M a k i n g p u b l i c a t i o n s i n t e r a c t i v e.

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

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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.

The real opportunity for success lies within the person and not in the job. Other people and things can stop you temporarily. You’re the only one who can do it permanently. The most practical, beautiful, workable philosophy in the world won’t work - if you won’t.

Zig Ziglar Doug Schwenk A c c o u n t E xe c u t i ve NEWSPAPER PRINTING COMPANY

5 2 1 0 S O U T H LO I S AV E N U E / TA M PA , F LO R I DA 3 3 6 1 1 (813) 902-1196 / CELL (561) 239-2495 P ro d u c t i o n : ( 8 1 3 ) 8 3 9 - 0 0 3 5 / FA X : ( 8 1 3 ) 8 3 9 - 7 2 9 5 E M A I L : d o u g s @ N P C p r i n t i n g. c o m w w w. N P C p r i n t i n g. c o m

Southeastern Publishers

Advertising Association

Shannon Fry Paligo NEWSPAPER PRINTING COMPANY

Shannon Fry Paligo, 35, wife of Ryan Paligo, mother of two NEWSPAPER PRINTING COMPANY beautiful daughters and daughter of Douglas Fry (Executive Director of SAPA), died after a long battle with cancer on Thursday, April 24, 2014. You may have met her at the SAPA Conference in Birmingham, AL in 2011. Shannon was born May 26, 1978 in Wilmington, North Carolina to Douglas & Debbie. She earned her Bachelor’s degree from Brigham Young University, graduating as Valedictorian. Before becoming a full-time mother she was a social worker for The Family Center in Columbia, TN as a child abuse prevention specialist. In addition to her parents, she is survived by her husband whom she married December 1, 2001, Ryan Daniel Paligo of Columbia; two daughters, Brooke Leslie Paligo and Courtney Megan Paligo, both of Columbia; two brothers, Kevin Douglas (Kristen) Fry of Mishawaka, Indiana and Gregory Logan (Sarah) Fry of Murfreesboro; paternal grandfather, Donald W. Fry of Bremerton, Washington; and maternal grandparents, John & Shirley McKinney of Wilmington, North Carolina.

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USPS SEEKS TO AVOID PRC ORDER - AND MISSES DEADLINES INDUSTRY OPPOSES PRC ORDER USPS TO REPORT

Donna E. Hanbery, Executive Director Saturation Mailers Coalition 33 South Sixth Street, Suite 4160 Minneapolis, MN 55402 (612) 340-9350 Direct Line (612) 340-9446 Fax hanbery@hnclaw.com When the Postal Regulatory Commission made its decision and Order on the exigency rate case on December 24, 2013, the PRC ruled that the Postal Service could put the 4.3% exigency rate increase in place on top of the approved CPI increase, on a temporary basis, as a surcharge. The Commission order directed the USPS to report the additional, incremental revenue it was receiving from the surcharge within 30 days of the end of each quarter. Further, it directed the Postal Service to file, by no later than May 1, 2014, a plan for how it would remove the exigency surcharge when the additional contribution, that the PRC found the USPS lost “due to” the recession, had been recouped. On April 23, 2014, the USPS filed a motion with the Postal Regulatory Commission seeking a stay of this portion of the order based on the Postal Service’s appeal to the DC Circuit Court seeking to make the 4.3% exigency increase permanent. Most of the mailers and associations participating in the appellate process, both in bringing an industry appeal challenging the award of exigency as a

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surcharge or for any period at all and, in intervening in the Postal Service appeal, filed an Opposition with the PRC in response to the Postal Service motion for a stay. The opposing parties include SMC, the Association for Postal Commerce, the Alliance of Non-Profit Mailers, the American Catalog Mailers Association, Inc., the American Forest and Paper Association Paper, the Association of Marketing Service Providers, the Direct Marketing Association, Inc., Major Mailers Association, the Association of Magazine Media, the National Association of Presort Mailers, National Newspaper Association, National Postal Policy Council, Newspaper Association of America, RR Donnelly and ValPak. The industry made the following points:

A stay, if granted, could injure mailers. The stay poses risks that the Postal Service will be charging more than it is entitled to under the Postal Service order for a longer period. Further, the lack of information on a plan to remove the surcharge, prevents mailers and mail service providers from meaningful planning.

The USPS motion is untimely. The Postal Service had four months’ notice that this report was due. Waiting to the last week for a stay is a disregard of the PRC’s lawful order.

The Postal Service let the May 1, 2014 deadline for filing its report on exigency revenues received to date, along with a plan for removing the surcharge, come and go without filing the report as ordered.

The USPS has not made a showing that it is entitled to a stay. The Postal Service legal team did not stay up late at night to write the stay motion. It is the brief document. Normally, a moving party must establish four criteria to justify the extraordinary remedy of a stay from a lawful judicial order. The four criteria include (a) the likelihood the moving party will prevail on the merits; (b) the extent of any irreparable injury the moving party would suffer without a stay or injunctive relief; (c) the extent of any irreparable injury the opposing party would suffer if the stay is granted; and (d) public interest. The opposing parties point out that this analysis of factors a favor the PRC enforcing the order.

Southeastern Advertising Publishers Association (931) 223-5708

The Opposition urged the Commission not to let the Postal Service get away with flaunting the role of the regulator by filing an untimely and unsupported request for a stay. The opposition states: “If the Commission is to serve as an effective regulator of the Postal Service, it must emphatically remind the Postal Service that it does not get to decide for itself which Commission orders to obey.”

PRC DENIES USPS STAY SETS NEW DEADLINE FOR REPORTING REQUIREMENTS The PRC was swift in ruling on the Postal Service motion for a stay of its reporting requirements. In less than a week, the PRC ruled on May 2, 2014 that the Postal Service motion for a stay was denied. The PRC agreed with the arguments advanced by the industry in opposing the motion for a stay and set new, but minimally adjusted, deadlines for the Postal Service to comply with the PRC’s initial order.

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continued from page 10 ticipating in appeals on the PRC order in the exigent rate case an expedited The PRC adjusted its quarterly filing schedule for briefing and oral argurequirement for the Postal Service to ment. There are two appeals pending share how much revenue has been before the D.C. Circuit Court. The inproduced by the exigency surcharge dustry has appealed the PRC award of to 45 days after the close of each re- any exigent increase at all, arguing that porting quarter. The PRC wrote: “It is the Postal Service did not satisfy its incumbent on the Postal Service to file burden of showing any lost revenues the relevant billing determinants in a that were “due to” the great recession. timely fashion. Given the limited, but The industry argues that the ambiguuncertain duration of the surcharge re- ous testimony before the PRC from covery, it is imperative that mailers and the Postal Service, and the economic the Commission be timely apprised of studies submitted, did not substantithe ongoing recovery.” ate revenue losses that were “due to” The Postal Service gave the Postal Ser- the recession as opposed to other, previce an additional month, until June 2, dictable diversion to digital electronic 2014, to provide a plan for removing methods of communicating and paythe surcharge from postage rates with ing bills that have nothing to do with a complete explanation of how the the recession. plan will operate. The Postal Service has also appealed,

Under the Circuit Court Scheduling Order, a preliminary statement of issues was exchanged by each party in April. The Commission’s brief, defending its exigency decision Order, is due on May 22, 2014. The appealing mailers can respond to the PRC in a brief due on June 22. Reply briefs by the mailers and the USPS relating to the PRC Order are due June 26. Oral argument is expected in September 2014 with the possibility of a decision before the end of the year.

In the meantime, mailers are keeping a nervous eye on the House and Senate as bills and discussions on reform are considered. Mailers are looking to Senator Susan Collins of Maine, and Senator Tammy Baldwin of Wisconsin, to help oppose efforts being made to eliminate or modify the CPI rate cap EXIGENT APPEAL PROCEEDS ON seeking to make the 4.3% exigent in- in any future postal legislation or to alcrease “permanent.” The industry has low the 4.3% exigency increase to be EXPEDITED BASIS The US Court of Appeals for the D.C. intervened in the Postal Service ap- “baked in” to rates as a permanent inCircuit has granted the parties par- peal. crease as part of any postal reform.

• CPF • 20 A P 1 IF

O

T1

8-2

0

SAPA •

4

Educate. H S E R F D E E Enhance. GUARANT RL P A E N S D Empower. O, FL Engage in Orlando! SALES & TECHNOLOGY

Community Paper Conference Southeastern Advertising Publishers Association (931) 223-5708

(888)450-8329 fax

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Celebrate Free Paper Month By: Scarlette Merfeld, event chairperson Industry insiders know and recognize the valuable service our community papers provide to readers and advertisers, but all too often in the hustle and bustle of today’s fast pace world we become so wrapped up in publishing that those important facts get overlooked. For the benefit of publishers of this valuable service, and for future generations of community paper publishers who will follow, it’s important to remind those we serve of our important role in their community and to toot our horn just a little bit. PaperChain is the common link between all the national, regional and state free community paper organizations which makes it the logical choice to lead the charge to organize a recognition and celebration of our industry. The PaperChain leadership believes the noble mission of Free Community Papers fits perfectly with the national celebration of freedom the United States so proudly enjoys. The concepts of freedom, liberty and the rights we hold so dear provide the nation’s community papers with the perfect backdrop to remind the country of the valuable services we bring to millions of homes each week. In the spirit of independence and freedom celebrated nationwide every July we need your help to spread the word and demonstrate the reach of our industry. We will do this through a celebration of the Free Community Paper Industry during the entire month of July.

your paper and staff play in this industry and how this industry stimulates the local and national economy.

We are all so very busy these days but we also encourage you to brainstorm with your staff and find ways to use Shown below is the Free Community the month of July to highlight your Paper Month Logo. Please use this publication’s accomplishments and logo often on your mast head, folios, the many ways your publications help promotional ads, articles and as fill- drive and support the local economy. ers throughout your paper leading The 2014 celebration is a national up to and during the month of July. event but you can provide the local flaFor original artwork and PDF’s visit vor. Ask your town fathers, city counhttp://paperchain.org/freepaper- cil and county government to consider taking action on a local proclamation month.html formally recognizing Free Community Also shown are sample ads from the Paper Month. Suggested proclamation 2013 Free Community Paper Month verbiage can also be found at http:// celebration. We are awaiting final depaperchain.org/freepapermonth.html. tails before releasing the creative materials for 2014. They will also be avail- Your paper has made a great investment able on the web site noted above on or in your community and this industry. about the first of June and will also be Only you and your staff can help us distributed by your state, regional and bring that story alive to your readers in this consolidated industry-wide effort. national associations. Please consider active participation in We encourage all free paper publishthe July 2014 Free Community Paper ers to put together a prize package for Month. Visit us on Facebook and let us their readers to be able to enter and know your plans for Free Community win on the PaperChain website. Paper Month. Thank you in advance Publishers are asked not to alter the for all you do to enhance the industry logo, but to use it often.  We encourage with every issue you publish and your you to localize the ad and draw your support with this project. reader’s attention to the important role

Here is the agenda for the 2014 celebration roll out. Southeastern Advertising Publishers Association (931) 223-5708

(888)450-8329 fax

11


Welcome Reception

6:30 - 8:00 pm

Sponsor Presentation

8:30 - 8:45 am

Southeastern Advertising Publishers Association (931) 223-5708

Kelly Wirges: Advertising Strategy

Sponsor Presentation

Sponsor Presentation

1:30 - 3:00 pm

3:00 - 3:15 pm

4:45 - 5:00 pm

(888)450-8329 fax

6:00 - 8:00 pm

5:00 - 6:00 pm

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: Effective Ad Layout Tips & Tricks

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

Go here for ticket savings: http://tinyurl.com/olryxc7

These tickets are not available at our Theme Park Windows. One BONUS VISIT to an additional Disney Experience on select tickets.

Before you arrive, purchase a full-day ticket of 2 days or longer and save 10%. The more days you play, the less you pay per day. Customize your tickets with great add-on options

3:30 - 4:00 pm

1:45 -3:30 pm

1:30 - 1:45 pm

1:00 -1:30 pm

Noon - 1:30 pm

10:30 - Noon

10:15 - 10:30 am

Diane Ciotta: Sales Boot Camp

AT

9:00 - 10:00 am

Fast, Full Breakfast

7:00 -8:30 am

Sponsor Presentation

8:30 - 8:45 am Ryan Dohrn: Creating Multi-Media Sales Presentations That Win Business

Registration and Check-In

8:00 - 5:00 pm 8:45 - 10:00 am

Fast, Full Breakfast

7:00 -8:30 am

Saturday, September 20

SCHEDULE AT-A-GLANCE (CONTINUED)

US

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

SCHEDULE AT-A-GLANCE

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IFPA & SAPA MEMBER REGISTRATION FORM

Company Name ________________________________________________________ Address ______________________________________________________________ City ________________________________ State _______ Zip Code ______________ Contact Name __________________________________________________________ Phone (_____) ________________________ Fax (_____) _______________________ Email _______________________________________________________________ Payment Method: ❍ Check # _____________

❍ Visa ❍ Mastercard ❍ American Express

Credit Card Number: ___________________________ Exp. Date _________ CVC2 Code ________

Please print the following information as you’d like it to appear on your name badge. Make additional copies of this form as needed.

Registration includes: Thursday night reception, Breakfast Friday and Saturday morning and all breaks during the conference.

Name ___________________________ Title ____________________________

Investment

# of Attendees 1

Email ___________________________

1st Attendee FREE for CADNET

$149

❍ Management ❍ Sales ❍ Graphics ❍ Boot Camp

Each additional attendee

$75

Name ___________________________

Meal packages include Lunches & Friday BBQ.

$99

Email ___________________________

Boot Camp

$99

(Your confirmation materials will be sent to this email address)

Title ____________________________ (Your confirmation materials will be sent to this email address)

❍ Management ❍ Sales ❍ Graphics ❍ Boot Camp Name ___________________________ Title ____________________________

Email ___________________________ (Your confirmation materials will be sent to this email address)

Additional Meals and Events Friday lunch

$25

Friday evening BBQ & Trop Rock

$75

Saturday lunch

$25

❍ Management ❍ Sales ❍ Graphics ❍ Boot Camp Name ___________________________ Title ____________________________

Email ___________________________ (Your confirmation materials will be sent to this email address)

❍ Management ❍ Sales ❍ Graphics ❍ Boot Camp

Total

Total Due -

Please fax this form to 866.864.2051 or mail to Conference Registration 13157 Avocet St. NW, Coon Rapids, MN 55448 Register online at

www.freepaperconference.com

Hotel Registration: http://tinyurl.com/knpfvqg

Southeastern Advertising Publishers Association (931) 223-5708

(888)450-8329 fax

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Does your paper sell these? Solo Direct Mail

NEW SUMMER 2013!

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All Rights Reserved. 152396

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Whether you’re starting a new program or trying to make an existing one better. We partner with papers to make printing fast, economical and worry free. Dave Henderson (859) 624-2736

Chad Swannie (713) 320-3021

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Web design is BIG business

Southeastern Advertising Publishers Association (931) 223-5708

(888)450-8329 fax

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2014 June SAPAToday  

Our association's monthly newsletter

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