2015 December by Douglas Fry

VISIT

W W W. S A P A T O D AY . C O M

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

Incongruence In Ad Creativity John Foust teaches us what this big word means and how it can be used to create thought-provoking ads. Page 3

USPS Update Donna Hanbery of the Saturation Mailers Coalition reports on how PaperChain is supporting the Fisher House. Page 9

DECEMBER 2015

Graphics Series Ellen Hanrahan, our resident graphics guru, demonstrates, just in time for the holidays, how to use Type Along A Path. Page 4

Pro-Principle Bob Berting, Mr. Community Paper, illustrates how small advertisers can really add to our bottom line. Page 3

Work Positively Dr. Joey Faucette has written a great article on how we can tap into the power of “Thank You.’ Thanks for reading. Page 5

6 Reasons Inserts Continue to Succeed by Kevin Curnock of INMA When looking at the printed newspaper business in 2015, it is nice to see a ray of light. Right now, this ray of light is the flyer distribution business. Printed flyers “are king,” according to those retailers who depend on them. As other forms of printed media face contracting demand – declining newspaper readership, reduced ROP ad spends, shrinking distribution of business directories

– it is the humble door-to-door flyer business that has upward momentum. What is it about flyers that retailers and customers like so much? Here are six reasons: EVERYONE LIKES A GOOD DEAL. Flyers appeal to people’s desire for a bargain. Robert Cialdini, the author of the classic book Influence, lists “scarcity” as one of the six universal principles of persuasion. By definition, retail sales are limited-time offers. They are

Southeastern Advertising Publishers Association (931) 223-5708

scarce, and that’s why we like them. FLYERS REQUIRE NO DEEP THOUGHT. Newspapers are chock full of reporting, analysis, and opinion. And the majority of this content tips towards the grim, violent, and unsavory. “If it bleeds, it leads,” goes the mantra. Well, there’s none of that in flyers. Flyers simply ask you to look at pictures and prices, and decide what you

(888)450-8329 fax

continued on page 7 1

VISIT

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

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

SAPA

W W W. S A P A T O D AY . C O M

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

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

Board Member Greg Ledford Shelby Shopper & Info Shelby, NC 704-484-1047

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

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

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.

Incongruence In Ad Creativity by John Foust, Raleigh, NC Congruence is an important characteristic of communication. In order to get a message through, all of the ingredients have to match. Most of the time, congruence comes naturally. Just

notice how strange it feels to say the word “yes” and shake your head “no.” On the other hand, incongruence can generate memorable advertising. Years ago, Volkswagen ran a famous ad which pictured a large photo of their beetle with the simple headline, “Lemon.” The copy explained that the

Southeastern Advertising Publishers Association (931) 223-5708

car had been rejected by their inspectors, because a small part – the chrome strip on the glove compartment – was blemished. The headline didn’t match the photo. How could this shiny new car possibly be a lemon? That’s the power of strategic incongruence. continued on page 3

(888)450-8329 fax

VISIT

W W W. S A P A T O D AY . C O M

Unexpected photo-headline combinations are not limited to national advertisers. Consider an ad I once saw for a local title insurance company. Most ads for that industry reflect the somber nature of the profession. Indemnity issues, title defects, and unenforceable mortgage loans are not the most exciting topics in the world.

other words, boring) pose of the executives of the company sitting at a conference table. At some point, someone told a joke that cracked up the group, and the photographer caught the unscripted moment. A couple of the executives were leaning back in their chairs, grinning from ear to ear. One was rolling her eyes to the ceiling. And This was an image ad – a business-to- another was raising his hands in the business ad – which was intended to air. It looked like they were having the build name recognition in the legal time of their lives. and real estate markets. When I called When the company reviewed the phothe company to get the inside story, I tos, they decided – with lots of enlearned that the idea had started with couragement from the photographer a session to photograph a standard (in – to use the laughing photo. Although

Small Advertisers Can Be Profitable By Bob Berting, Berting Communications How many publishers feel that their small advertisers are not worthy of their high priority attention? How many feel their small advertisers are being serviced by 50% of their staff and find that 25% of their business is coming from them? SMALL ADVERTISERS ARE IMPORTANT If small advertisers can be profitable, then we need to think about having creative salespeople work these accounts. There are different ramifications in developing them to a more dominant role in your publication. Here are things that can be done to

strengthen the small advertiser base:

it was a complete departure from the original plan, they revamped the copy to fit. With the headline, “Title insurance is serious business,” the ad humanized the company and presented those executives as the kind of people you’d like to know. The message was relevant. It made readers think, “Hey, they’re a team. They’re good enough at what they do to relax and enjoy their work. They won’t bore me to death when I call.” The title insurance company told me the original headline was supposed to be something like, “We’re here to take care of your title insurance needs.” Pretty weak, huh? An ad like that would have gotten lost in the blur of countless conference table photos that readers had seen over the years. But thanks to the company’s creative flexibility, they ended up with a memorable message that stood out from their starched competitors.

1. Provide co-op help. If your salespeople can find co-op dollars for their smaller retail accounts, they are not just selling ads but helping the advertiser get into a stronger and more dynamic ad program with you.

Incongruence is no laughing matter. With the avalanche of words and images that bombard consumers each day, it’s smart to use a little incongruence every now and then to break away from the crowd.

2. The small advertiser spends money in your publication and deserves expert ad design and copywriting. If their ads are part of a provocative ad campaign that keeps readers looking for their ads each week, maybe the results can stimulate a more dominant

John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad departments are using his training videos to save time and get quick results from in-house training. E-mail for information: john@johnfoust.com

continued on page 6

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

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

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

Southeastern Advertising Publishers Association (931) 223-5708

"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

(888)450-8329 fax

Bill Bowman President

HOL Heading with lots of cookies!

IDAY SHAPPYHOLIDAY S

HAPPYHOLIDAYSHAPPYHOLIDAYSHAPPYHOLI Back in the old days, I did a “Sale” border very much like this one with the font Bermuda Squiggle. I was using QuarkXPress at the time, so I made some adjustments—like not doing a real type on path! So I have updated the type on path for use in InDesign and this is truly one long rectangular path. Did I have to do a little tweaking? Heck yea! But it wasn’t too bad nor did it take much time—maybe 5–8 minutes to get the text to come out even. Probably about the same amount of time it took in 2004 to create separate boxes and place them around the border. So it’s a wash. Now experiment with other shapes. I use Adobe CS 6, but I’ve been using this technique since Adobe CS3. Well this wraps it up for another year and I also find myself craving some Christmas cookies! I will be back in January, BUT, I still welcome your ideas, comments and concerns, so e-mail to the address below.

HOL

HOLI Hol

In the next column, I offer some variations on this item. Some will work well smaller, as a “badge” or “tag” to unite similar items. This type of heading can be done with Happy Hours, Gift Baskets, Brunches… whatever! Just use appropriate artwork and scale to balance the heading.

I was able to do all of the type on a path in Adobe InDesign. Before I would have had to do the work in Adobe Illustrator and go back and adjust. QuarkXPress has similar features, and the procedure is pretty much the same, so you should be able to accomplish this technique in that program as well. The only Illustrator work is the cookie art and I can shift, modify and import very quickly. If you are planning on using the art as a header or a “tag,” you can place it in a library, or create a PDF to use whenever you need to. Once the initial work is done, you can reduce, reuse or recycle… how great is that!

A Blessed Holiday to all! …’till next month!

PPYHOLIDAYSHAPPYHOLIDAYSHAPPY

S es IE ki K

y Coo a id C AY OO D

OLIDA

DAYSHAPPYHOLIDAYSHA

I liked the casual type that was chosen for this heading, however, if I am going to use type on a circular path, I need to be a little more discriminating. Type on a circle path looks best in all caps. Descenders that hang below the baseline become a distraction as you’ll soon see. I have used the typeface Postino Italic because it comes closest to the type used in the original heading. I have used the type on a path option “Rainbow,” but I’m really not liking it already and I haven’t even added the cookie art. Anyway, the first version is upper and lowercase and it looks a little “messy.” The second version is all caps and while it suggest the outline of a circle better, I think I will choose another typeface altogether. (Typeface size is 20 point in both cases.)

Same as above with just a few of the items shifted. 2 CIRCLES were required, so I repositioned “Cookies” to the bottom of the circle, and choose “flip” on my Type on a Path options. Since I did not base align the text, I also had to delete the color from the circle on “Cookies” so both “Holiday” and “Cookies” would appear to overlap the tinted bottom circle. And once again, I had to shift the cookies to create a more cohesive look.

O O K IE

S KIE

This bears repeating. This is the time of year when cookie recipes are big! For gifts, for parties, desserts— for sharing! I liked the “Santa’s Cookie Picks” header, but I want to make it a little more generic, I don’t know, maybe just “Holiday Cookies” will be enough. By the way, I am using the header at 36% of its original size.

AY CO

Y COO A D I

Cookie Recipes

Type size is now 26 point, but the circle is reduced to accommodate a smaller area. We don’t need as many cookies either!

Type on a path can be a big help when you have a limited space to work with—and in today’s market, limited space seems to be the norm. I found a simple heading in the Metro Newspaper Service (December 2009, page 66) that I believe will work for my purposes. It’s not exactly what I want, but the idea is there. I will deconstruct the original heading and just use elements of the original that will suit my goal of a badge or “tag” that I can use in a number of ways.

At this point, I’m also making the words run in just the top portion of the circle. I decided to let the artwork stand on its own, so my type for “Holiday Cookies” is Myriad Pro Black Condensed, plus the words are now 32 point. And rather than base align the text to the path, I chose center align because I tinted the inside circle and wanted the “parts” to seem more connected. I also chose to add a stroke and small dark shadow to just the text area. The amount of space you have to work with will dictate the size of the heading.

OKIES

TyonpeaPath

W W W. S A P A T O D AY . C O M

WHEN SPACE IN AN AD IS LIMITED, THIS TECHNIQUE CAN BE A BIG HELP…

HOLID

VISIT

I welcome your input and suggestions. I entered the publishing business after nine years as a high school art teacher and taught software programs at technical school. I also write for The Independent Publisher, and I’m still learning. E-mail: hanrahan.ln@att.net Ellen Hanrahan ©2015

Southeastern Advertising Publishers Association (931) 223-5708

(888)450-8329 fax

VISIT

W W W. S A P A T O D AY . C O M

Work Positive

TAP THE POWER OF THANK YOU There may be only one day a year devoted to giving thanks, but expressing thanks year round and doing it well is one of the most profitable business strategies you can have.

Numerous studies reveal that when you thank your customers, they spend more money and tell their friends about the exceptional service and products you deliver, increasing your profits. Volumes chronicle how employee productivity zooms when appreciation is expressed, raising your margins. Vendors go the extra mile to extend credit and deliver “just in time” when they hear gratitude regularly, and keep your cash flowing. Giving thanks works in business.

something specific, that’s Velcro. That’s a thanks they remember because it sticks. You hook your gratitude to something the employee did. For instance, an employee just handled a difficult phone call with a customer really well. Thank them for that specific activity.

APPRECIATE THE PROCESS. Target your appreciation at what the person did. Let’s go back to the worker who took the phone call. Avoid telling the employee, “Thanks for helping me keep that customer.” That’s just an outcome that benefits you. Say, “I like how you hung in there when that customer was being difficult. You were really patient and respectful.” The same type of strategy goes for vendors. Give But you’re already doing more with thanks for their doing something that less and the last thing you want is an- was an extra-mile effort. Recognize the other item on your to-do list. What are above-and-beyond work. IT’S ABOUT THEM, NOT YOU. the most effective and efficient ways to express gratitude to these important Showing that you know something players in your positive business suc- about them is incredibly valuable. cess? Connect your gift-giving with life beStart today implementing these 4 strategies to develop the profitable habit of saying “Thank you” to your customers, employees, and vendors year-round: BE SPECIFIC IN YOUR THANKS. It’s one thing to say, “I appreciate you. Thanks a lot.” That’s a soap-bubble comment. Pretty while it lasts. Gone in seconds. When you thank them for

yond the business walls. If a vendor became a Grandpa, give him a copy of Goodnight, Moon to read to the little one. If an employee’s mother died of breast cancer this year, make an endof -the-year donation to the American Cancer Society in her name. Such intimacy breaks the relationship ice in a transformational, not just transactional, direction which is the game-changing pathway to greater profits. GO OLD SCHOOL WITH YOUR THANKS. In this pixelated world of emails and texts, Facebook and Twitter, the simple and quick act of writing a handwritten expression of gratitude goes a long way. There’s something special today about a handwritten note. I keep a stack of cards and envelopes with me to write thank you notes in flight when returning from a workshop or coaching session. It takes about three minutes per card. You create return business when you take pen in hand and write, “Thank you,” to your customers. Just say, “I know you could do business with others, but you chose us. Thank you! We treasure our relationship.” Implement these tips, and your business says “Thank you” back to you as you positively increase your profits year-round.

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

Southeastern Advertising Publishers Association (931) 223-5708

(888)450-8329 fax

VISIT

W W W. S A P A T O D AY . C O M

Small Advertisers and profitable ad program with you. 3. Special promotions that have small advertisers in the same business category are effective. These collective page promotions can have spot color in each ad and the promotion participants can share the color cost. 4. Your website can be a great place for smaller advertisers who can’t afford larger dominant print ads but could agree to a well placed ad on your website. A well designed ad in this format could have significant exposure.

continued from page 3 your publication. Bob Berting is a professional speaker, advertising sales trainer and publisher marketing consultant who has conducted over 1500 live seminars, tele-seminars and webinars for newspaper sales staffs, their customers, and print media associations in the U.S. and Canada. His newest offer

for the newspaper industry is a package of his two e-books “ Dynamic Advertising Sales and Image Power’ and “Advanced Selling Skills For The Advertising Sales Pro”. Both books can be ordered on his website www.bobberting.com individually for 19.95 or both for 35.00. Contact Bob at bob@bobberting.com or 800-5365408. He is located at 6330 Woburn Drive, Indianapolis, IN 46250.

5. Rates? How hard have you made it for the small advertiser to exist in your publication? Are you pricing yourself out of the market? Your print competition will be glad to take care of your small advertisers who can’t afford your rates. 6. Sponsor a seminar for your small advertisers. I have conducted 30 seminars for the customers of newspapers and they are extremely effective. Invite your inactives, regulars, and prospects to a morning seminar. Even an all day seminar with an afternoon hands on workshop, can be very educational and entertaining. Participants are always very appreciative of this event. 7. How can your pre-print insert service help the small advertiser? Can they buy zoned coverage or do they have to buy your entire circulation? Will you let several small advertisers share a common insert? Could you create a booklet of small advertiser coupons that could be inserted in your publication? Start thinking how your staff can do a better job with your small advertisers. How your small advertisers can grow into more dominant, high profile advertisers that will get more response in

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

Southeastern Advertising Publishers Association (931) 223-5708

Free Papers

Working For You

(888)450-8329 fax

VISIT

W W W. S A P A T O D AY . C O M

Conference Schedules SAPA LEADERSHIP SUMMIT The SAPA board of directors has chosen to host a Leadership Summit on March 4 & 5, 2016 in Altanta, Georgia.

We are currently looking for reasonable hotels in the Buckhead area of AtN E W where S P A P E R P R we I N T I N can G C O M Pget A N Y together and lanta learn from the best brains in our industry.

We will start the Leadership Summit with a get together on Friday evening, March 4, 2016. Dennis Wade, renowned publisher, trainer and presenter, will lead the discussion on Saturday morning. Lisa Griffin, Tech Guru, will take us through the afternoon. We’ll send you more information as we get it.

Doug Schwenk NEWSPAPER PRINTING COMPANY

Inserts Work

continued from page 1

NEWSPAPER PRINTING COMPANY

No one asks you to pay for these flyers. Like broadcast television or radio, it is an advertiser-paid medium. All you really need is a home with a front door, and flyers arrive like magic. People like free. THE LAYOUT IS APPEALING. Flyer design is relatively consistent across retailers, and their price-anditem layout is easy to digest. You can scan the picture, see the price, and ei-

• Regardless of what I’m selling, what the customer is buying first is me. • Your competitor is not you. Don’t try to be like them. • Don’t spend time to save money. Spend money to buy time.

• Sales is not about selling; it’s about enabling the customer to benefit from what we’re providing.

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

THEY’RE FREE, AND THEY’RE HOME DELIVERED. Flyers come to your home whether you ask for them or not. Typically they arrive late during the week, in time to plan your weekend shopping.

• Thinking about a prospect is not prospecting. Prospecting starts when you make the call.

• Attitude will trump knowledge on any sales call.

A c c o u n t E xe c u t i ve

might buy. You don’t need to evaluate humanity while reading about a Christmas sale.

• Sales is a contact sport. It takes contact to make sales.

ther read the details or move on. Flyers are so easy to understand that you can read a flyer in a foreign language and get the gist without Google Translate. “This product is on sale for this amount … you better act now …” THEY GO WHERE YOU GO. The flyer’s paper format is convenient. You can circle items or tear out pages. You can throw the flyer in your car and take it with you to the store. Flyers travel well, and that makes them convenient. THEY WORK. Retailers like flyers because they work. Consumers like flyers for the same reason. Flyers are highly targeted so customers will not receive a flyer for an out-

Southeastern Advertising Publishers Association (931) 223-5708

of-market retailer. Flyers allow you to plan your shopping realistically. And, likewise, retailers see a lift in store visits when flyers are delivered to neighbourhood homes. It is a cooperative, mutually dependent relationship, which explains why flyers continue to do so well, even while other facets of the print business experience declines. The digital environment has not yet disrupted flyers in the same way it has disrupted newspapers or magazines. To wit, on the same day the Globe and Mail published this story titled “La Presse to eliminate 158 jobs,” another story, on the front page of the business section, declares “Paper flyers remain a consumer staple as stores explore digital options.” We read them because we like them. We deliver them because they work. Kevin Curnock is executive director of business improvement at Brunswick News, based in St. John, New Brunswick.

(888)450-8329 fax

USPS Update VISIT

PAPERS PARTNERS WITH POSTAL SERVICE AND MAIL DRIVES MOBILE PROMOTION TO HELP OUR HEROES by Donna Hanbery, Saturation Mailers Coalition, Executive Director

When Dan Alexander, publisher and owner of Denton Publications, Inc. the publisher of Sun Community News and Printing, got up early to attend a postal round table at the AFCP annual conference in 2015, he was looking for the latest information on postal service rates, service changes, and promotions. Dan is always on the lookout for ideas that can help his paper, his customers, and significantly, other papers in the industry. As the publisher of a community newspaper, with distribution through much of the North Eastern portion of New York, Dan values the Postal Service and his relationship with the USPS. Dan describes the Postal Service as a “vital partner” and “the best distribution system in the world.” Dan is also a passionate spokesperson for the free paper industry and the ability of community newspapers to provide advertisers with the relevant, locally delivered, print advertising messages they need. When Dan heard about the Postal Service’s 2015 Mail Drives Mobile Engagement, six month 2 percent discount incentive program, he recognized an opportunity to do more than just earn a discount for his own paper. Donna Hanbery, Executive Director for the Saturation Mailers Coalition, explained how the incentive program was designed to connect consumers to the internet to trigger an online purchase with a product, or mailed con-

W W W. S A P A T O D AY . C O M

firmation and receipt, delivered by the USPS. Dan saw an opportunity to use the USPS promotion, combined with a donated ad from his publication and that of other papers, to help support Fisher House Foundation, an A+ rated charity that relies on the generosity of the American public to fund its homes and programs. AFCP, and other state, regional, and national free paper associations acting individually, and through Paper Chain, have supported the work of Fisher House Foundation for the past two years. Fisher House is best known for its network of comfort homes where military veteran families can stay at no cost while a loved one is receiving treatment.

Dan did the leg work to look into the Postal promotion and to determine the steps that would need to be followed for a publisher, and the Fisher House promotional ads, to qualify for the two percent Postal discount. So what is Fisher House, and how did it become to be the sponsored cause for the free paper industry? The story begins with Loren Colburn, AFCP Executive Director. When the Government shut down occurred a few years ago, Loren Colburn heard that Fisher House was stepping up to help ensure that military families would continue to receive death benefits for those who made the ultimate sacrifice. Loren, like many Americans, was moved by Fisher House offering to do what the Federal Government would not. He also saw the opportunities for home town American to contribute to Fisher House in meaningful ways. Fisher House accepts donations, large and small, in the form of cash, but can also use donations of airline and

Southeastern Advertising Publishers Association (931) 223-5708

hotel points or miles to help military families travel to be with a loved one and find lodging in areas where Fisher House does not have one of its “home away from homes” to house military families. Loren describes Fisher House Foundation “as the perfect opportunity for home town America to move the needle to help a good cause in a meaningful way.” Loren reached out to the Foundation to receive information and sample ads that free papers could include as part of their community service commitment to help Fisher Houses nationwide, and in the community where papers are published and read. So let me return to the diligent efforts of Dan Alexander. Dan is involved with Paper Chain, a combined effort of all free papers to help build the brand of free community papers. Paper Chain strives to present the free paper industry as the most persuasive, and locally relevant, print product that advertisers, and media buyers, can choose to help advertisers connect with customers. For papers with either editorial or 100% advertising content, free papers receive excellent audited scores for readership and response. In communities where free papers are distributed by mail, papers work closely with the Postal Service to provide advertisers and readers with a weekly source for shopping values. Most free papers devote a significant amount of unpaid space with each publication to community news, announcements, and other non-profit or charitable efforts. For John Draper, Paper Chain President, the opportunity to support Fisher House while partnering with continued on page 9

(888)450-8329 fax

VISIT

W W W. S A P A T O D AY . C O M

the Postal Service’s promotion, was a says “they took the time to understand win-win-win. the promotion, and to help us explain Draper liked the Fisher House oppor- to participants that wanted to register tunity, as it was a cause with connec- in advance how to meet program retions throughout the country. The free quirements.”

tion in this ever challenging economy. Keeping our delivery partner well positioned to meet the technology changes, maintains our publications delivery method through this valuable vendor.

paper industry works to push results in local, community markets. As one of its brand building, outreach efforts, Paper Chain values the opportunity to partner with charitable programs and to educate free paper publishers on opportunities, like the Postal promotion, to strengthen the free paper industry.

Dan has been running the Fisher House ads in every addition of his paper since the promotion period began. Dan pointed out some other win-win benefits of the promotion. He states our readers have seen the ads each week, and have learned about Fisher House and the valuable work it is doing. The savings the paper has received in postage, has helped the paper invest in inserting equipment to help expand its distribution business and strengthen its mailed community products. Dan is bullish on print and the free paper industry. “As the Dailys are pulling back, and doing less in full saturation coverage, insert and flyer customers are moving towards the free paper industry and the mail.” Dan believes in the Postal Service. “In our rural market it surely is our partner. The Postal Service has been interested in our wellbeing and has worked with us. We hope this promotion is offered again in a way that we can help and support the Fisher House next year.”

Paper Chain communicated with its members to promote and describe the Postal Service promotion and an opportunity for publishers that mail to participate in communications to members, Paper Chain pointed out that donations of miles or hotel points would not qualify for the promotion at this time. A donation of money or Draper credits Dan Alexander for do- another financial contribution, that ing the leg work to get a template ad could be confirmed by a receipt that and bar code for the promotion, and Fisher House Foundation, Inc., would to make sure that publishers under- send my mail, was required. stood and could fulfill all USPS pro- Paper Chain got to work in sharing inmotion program requirements. formation about the Mail Drives MoThe program rules for the Mail Drives bile Engagement promotion with all Mobile Engagement incentive were publishers. designed to encourage mailers to drive consumers to complete an online transaction. Dan made the inquiry about designing an ad and program that could help readers make a contribution to Fisher House. Dan describes the Postal Service promotion office as being very helpful in answering his inquires and working to design a program where a true exchange of funds for a contribution was achieved. Dan

After describing the steps to participate in the Mail Drive Mobile Engagement promotion, Paper Chain provided some information about the Fisher House and the Postal Service: The Fisher House has been serving our military families for 25 years with 66 facilities around the country, and in Europe, providing housing close to a loved one during hospitalization for an illness, disease, or injury. This USPS promotion provides Paper Chain publishers with an incentive to run the Fisher House ads and assist them in this very important mission. Our delivery partner, the United States Postal Service, sees this mobile engagement promotion as an ideal way to further strengthen their market posi-

Southeastern Publishers

Advertising Association

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

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.

Southeastern Advertising Publishers Association (931) 223-5708

(888)450-8329 fax

VISIT

W W W. S A P A T O D AY . C O M

Southeastern Advertising Publishers Association (931) 223-5708

(888)450-8329 fax

VISIT

W W W. S A P A T O D AY . C O M

Web design is BIG business

Southeastern Advertising Publishers Association (931) 223-5708

(888)450-8329 fax