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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
Tailored For Advertising John Foust teaches us that customer focus relates in just about every facet of our lives, even buying a new suit. Page 3
USPS Update Donna Hanbery of the Saturation Mailers Coalition reports on how PaperChain is supporting the Fisher House. Page 10
JANUARY 2016
Graphics Series Ellen Hanrahan, our resident graphics guru, demonstrates, just in time for the holidays, how to use Type Along A Path. Page 4
Timidity in Ad Sales Bob Berting, Mr. Community Paper, illustrates our timidity or fear can hold us back. Then he shows us now we can overcome it. Page 3
Work Positively Dr. Joey Faucette has written a great article on how we can get closer to our customers through two simple words, “Happy Birthday.” Page 5
What We Know About Newspapers THEY ARE NOT DEAD. THEY’RE NOT DYING. THEY’LL BE REBORN, AGAIN. By the editors of Media Life This is one in a number of stories on newspapers in Media Life’s ongoing series “Reinventing the American newspaper,” examining all the changes taking place in the medium. He’s a wry old newspaperman, speaking in the dark humor of wry old newspapermen.
“You can love a newspaper, kid, but it will never love you back.” He’s speaking of his first and truest love, of course, but it’s also a rueful foreboding of what he and so many others knew to be true. Newspapers were dying. He had point. Papers were folding across the country, taken down by a new medium that was all that people were talking about.
A smart guess would be 2009. That year more than 100 newspapers shut down across America, and 10,000 newspaper jobs were cut, victims of the crashing economy and steep drops in newspaper ad revenues. It was not 2009. It was 50 years ago, a half-century ago. Indeed, papers were then folding across the country. Cities that had five or six dailies now had three or just
When was he speaking?
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President Will Thomas Exchange, Inc. Fayetteville, TN 931-433-9737
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Vice President Mike Marlow Rutherford Weekly Forest City, NC 828-248-1408
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Treasurer Todd Godbey Livin’ Out Loud Magazine Wilmington, NC 910-338-1205
Secretary Jonathan McElvy 713-686-8494 The Leader News
Board Member Russell Quattlebaum Southeast Sun Enterprise, AL 334-393-2969
Board Member Kathy Crumpton Piedmont Shopper Danville VA 434-822-1800
Past President Tony Onellion Bargains Plus Slidell, LA 985-649-9515
Past President Caroline 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.
Tailored For Selling (“Make the hair longer, make the ears bigger.”)? Are you keeping up with events in their industries? Do you by John Foust, Raleigh, NC Have you fallen into an order-taking know which products are selling? Do rut? Are you passively relying on your you know what offers have worked in accounts to tell you what and when the past? What about seasonal merto advertise? Are you following their chandise? Should they consider feacreative directions like a police artist turing those products in a separate ad or a bigger ad? Southeastern Advertising Publishers Association (931) 223-5708
There’s no excuse for being in a rut. If we look, we’ll find plenty of opportunities. We can learn a lot about selling by studying other sales people. Each time someone tries to sell us something, we see the good and the bad come to life – from a consumer’s point of view. continued on page 3
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I remember a trip to a clothing store to buy a new suit. I had shopped there before and knew I would have no trouble finding what I wanted. I was a hot prospect, ready to buy.
jacket. It looked like a good possibility, so I took the trousers into the dressing room, rolled up the legs and put them on. Then I put the jacket back on and stood in front of the mirror. With a few When I arrived, all the sales people standard alterations, the suit was just were huddled around the front desk, what I wanted. talking and telling jokes. Expecting Another glance to the front revealed no someone to follow me, I walked di- signs of life. So, having made a buying rectly to the suit section and found my decision, I found the alteration departsize. I glanced at the front of the store ment and asked for the tailor. and realized that – even though I was There I was – standing at the mirthe only customer in the store – no ror, pants rolled up 12 inches, coat one had noticed me. sleeves reaching my knuckles, price I picked out a suit and tried on the tags hanging from the sleeves, tailor on
The Timidity Factor In Advertising Sales By Bob Berting, Berting Communications The training of advertising salespeople has come a long way. Yet one aspect of sales training has not penetrated to the degree it should have after all these years. It is called the “Timidity Factor”. The thrust of this assertion is that the tendency of role playing at sales training sessions is for advertising salespeople to put prospects and customers on a pedestal and keep them there. But it’s one thing to be polite, quite another to be subservient. Consider a polite phrase like “Thank you for your time”. As innocent as it sounds, it really is saying to the buyer “ You are more important than I am. I’m indebted to you for taking the time to see
me.” Wouldn’t it be better to say something like “Enjoyed our visit. You’ll be pleased with our service.” The same approach should be used in ending follow up e-mails or letters. Rather than saying “Should you have any further questions, please feel free to call.” Instead say “I will call you in a few days and we can make some decisions.” TIMIDITY IN ACTION When a salesperson waits 30 to 45 minutes to be seen by a buyer, the message is quite clear. This is a non verbal admission that the salesperson’s time
“What a relief,” I thought. I was afraid I was going to have to write up the sale myself. (I wonder if they would have paid me a commission.) In spite of the inattention, I did buy the suit. But that’s all I bought. The store was staffed with poor observers. In addition to taking ten minutes to recognize a customer, my sales person missed a chance to sell a couple of shirts and ties to go with my new suit. If he had been good at his job – if he had been more than an order taker – perhaps he could have sold another suit, as well. He made a sale and lost a sale at the same time. Months later, I walked through that shopping mall again. The store was no longer there. (c) Copyright 2015 by John Foust. All rights reserved. John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad departments are using his training videos to save time and get quick results from in-house training. E-mail for information: john@johnfoust.com
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Integrated Management Software designed by publishers for publishers
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the way with pins and chalk. Then a salesperson walked up and said, “Can I help you?” (No kidding, that’s what he said.)
"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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DEVELOPING EFFECTIVE GRAPHIC DESIGN CAN BE OVERWHELMING, SO ONCE AGAIN IT'S BACK TO…
BASICS I don't often get to use the typeface above, "Ed Interlock" from House Industries. Various character sets interlock (clever name) depending on the combinations chosen, but it's most useful for short headlines and on a limited basis, as you will soon come to know!
Readability and Legibility
Readability and legibility are type attributes that are always a part of any design consideration. They become so much a part of the design process that you don't even have to think about them after a while. Readability is the “comfort level” that we achieve—the ease in reading text. Legibility refers to the clarity of the individual characters and relies on the specific and inherent characteristics of a typeface. As designers, we have total control over both the readability and legibility of the information that we present. The correct typeface and its use can make a huge difference in creating clear and effective advertising. And since this is something that we can control, we should be aware of its impact. This month I will present some key components regarding readability and legibility. When we read, we read in groupings of words, rather than concentrating on every single word in the sentence. Readability takes into account a number of factors, but our primary concern is the use of type in our advertising and other communications. Because the designer can control the readability of the information presented, it is a choice that every designer needs to make that information easy to understand. The following factors can make an impact on the readability of our printed information, therefore it is wise to become familiar with the following functions:
Readability: Uppercase & Lowercase
Uppercase letter, or “caps” don’t really have a distinctive look—most of the letters have a square shape to them—making it more difficult to recognize their individual characteristics. Check out the following: DIFFICULTY IN READING THIS SENTENCE COMES FROM THE FACT THAT ALL CHARACTERS HAVE A “SAMENESS.” WE ARE TRYING TO RECOGNIZE WORDS WITH CHARACTERS THAT HAVE THE SAME SHAPE. IN A SANS SERIF TYPEFACE, WE MAY HAVE EVEN MORE TROUBLE IN TRYING TO DISTINGUISH THE INDIVIDUAL CHARACTERISTICS THAT USUALLY ALLOW US TO “SKIM” THROUGH THE INFORMATION. THIS CUTS DOWN ON READING SPEED AND CAN BE VERY TIRING FOR THE READER.
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Letterspace and Wordspace
Letterspace simply refers to the amount of space between each letter. There should be enough space to allow for individual letter, or character recognition. Letterspacing should be neither too tight nor too loose. For example, the text you are reading now is composed of letters that are spaced too close together. It becomes harder to recognize the individual characteristics of each letter. On the other hand, you can also h ave l e t t e r s p a c i n g t h a t i s to o l o o s e , again mak ing it dif f icult to de ter min e wh ere th e words th ems e lves end. To o much space between the letters is jus t as dif f icult to read as le t ter s that are to o clos e to ge th er. There will be times when you want to change the space between letters. Most often this will occur when you run into words where optical spacing is better. Take a look… AW A Y V A CA TION T ruck V acuum W ater AWAY VACATION Truck Vacuum Water The space between the letters on the first line are mechanically correct, but separate parts of the word too much. Optical or visual spacing now determines how the word reads. Removing the space between pairs of letters results in letterspacing that appears more consistent throughout the entire word. Letters were “tucked” or more correctly, “kerned,” to achieve the correct visual spacing. Wordspacing is the space between words. Too much wordspacing creates reading problems by isolating words. See how “gaps” between these words and lines of type distract eye movement? The large spaces that occur between these words form “rivers,” most often occurring in type that’s justified. There are ways to correct irregular spacing.
Point Size Type is measured in point sizes
and can be adjusted. Type that is 18 points or larger is traditionally considered display type, while type that's smaller is text type.
aware of the column width and the point size of the type. These two factors work hand in hand. Narrow columns require smaller point sizes, while larger columns can accommodate larger point sizes in type. The rule of thumb used to determine line length was 1½–2 times the point size. This still pretty much holds true today. Linespace, or leading, refers to the amount of space between the lines of type and is measured from baseline to baseline. Leading is dependent upon such factors as typeface and x-height of the lowercase letters.
Type Alignment You can arrange type in a number of ways: Flush left or left aligned; Flush right or right aligned; Justified (type is flush on both right and left) , and Centered.
Legibility:
Type Weight Type families come in various weights—Light, Roman, Book, Bold, Ultra, etc. Typefaces that are very bold or very light tend to rate low on the legibility scale. Also, “grunge” typefaces or typefaces that are “decorative” need to be used with a discerning eye (see Ed Interlock). They become very difficult to read. If you aren’t sure of mixing type, select a typeface that offers a number of different weights. Type Shape Each character has a unique
shape and we can recognize those letter shapes. The dominant shapes can be divided into four categories—vertical, curved, a combination of vertical and curved and oblique. Condensed and expanded typefaces can make reading more difficult—try not to distort the characters any more than necessary and try to find a condensed typeface rather than condensing your own. The integrity of the character may be lost.
Serif and Sans-Serif Serif typefaces appear to have little “feet” or strokes as part of the main vertical or diagonal stem. Sans, which means “without,” refers to type without serifs. There has been an ongoing debate over which is easier to read, serif or sans-serif. But the best way to determine which is the most appropriate typeface to use is practical application, past experience and your audience. Sorry, got a little
Reverse Type White type on a black back- "wordy" … again. I'll have to do ground presents its own problems when the type is too small or has thick and thin serifs. This can slow readability significantly, especially on newsprint.
Line Length and Linespace Most readers
scan the words on a page. The most comfortable grouping is three to four words that are “seen” at one time, so it is necessary to be
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artwork next time. And wish me luck as I figure out my new computer! Ellen entered the publishing business after nine years as a high school art teacher and taught software programs at the technical school level. She also writes a graphics column for The Independent Publisher. Reach her at: hanrahan.ln@att.net Ellen Hanrahan ©2016
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Work Positive 3 REASONS TO POSITIVELY CELEBRATE BIRTHDAYS Yesterday was my birthday. It wasn’t a decade birthday or one of significance like I can now vote, drink legally, or qualify for Medicare. It’s just a birthday in the grand scheme of life, but every birthday is special to me.
Time is the most precious gift we have to give each other. Taking the time to wish someone “Happy Birthday” takes a few minutes and is a tremendous investment in a relationship.
Most of our business associates and clients expect transactional contact, e.g., “Thank you for your order” notes or You see, I have friends who aren’t here “Is everything working well for you?” to celebrate and they left younger than phone calls. me. I have family who aren’t here that When you invest the time in a transforwere my mentors. I have friends facing mational contact—a “Happy Birthday” the inevitability of a shorter life from card or call—your client feels special. cancer. Every birthday is special to me. Like they matter to you beyond the And that’s why I celebrate my birth- order. You humanize the relationship day, but even more so, why I celebrate with this action because every single others’ birthdays as well. When you’re one of us, at some deep, internal level, my coaching client, you get a birthday want to feel special. Like we matter becard. Some even get birthday calls with yond the business. some lucky few enduring my singing EVERYBODY WANTS TO KNOW “Happy Birthday.” Why? SOMEONE CARES. Here are 3 Reasons to Positively Cel- The global world of business can be ebrate Birthdays: overwhelming today with all of us working harder and hopefully smartEVERYBODY WANTS TO FEEL er just to stay even. We drive and are SPECIAL. driven by noses and nickels. Yet the ones who are truly successful by all metrics are the ones who care and find ways to express that care. A computer doesn’t care when its processor was created. A human being does care when it was birthed.
Keep the distinction clear as you do business Everybody wants to know someone cares. Everybody wants to touch and be touched.
John Naisbitt’s Megatrends highlighted many years ago a true reality of today: the more technology drives our world, the more we starve for the human touch. Intimacy finds expression in keystrokes instead of hugs today. And yet the companies and business persons who attract the best talent and retain it, who are in business relationships with loyal clients and customers are the ones who touch. Who draw close enough to hug. Who risk bridging the diverse differences to say the simple yet profound statements like “Happy Birthday.” Work Positive in this negative world and say “Happy Birthday!” to someone today.
One is a tool that expedites business. The other is the facilitator of business.
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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Timidity in Sales is not valuable. The best approach is to ask the secretary or receptionist for some action saying “Please ask Mr. Jones if this is a good time for us to get together. If it isn’t, we can reschedule my visit, and I’ll go on making other calls.”
continued from page 3 can also screen correspondence between their salespeople and prospects and note timid language to promote awareness of this problem. Finally, a subservient attitude will change the relationship between the buyer and the advertising salesperson—to the detriment of the salesperson.
Here is another action that speaks of timidity. A prospect has no intention Bob Berting is a professional speaker, adon buying the advertising program a vertising sales trainer and publisher marsalesperson is offering, but they hate keting consultant who has conducted over to say “No” to anyone. Then they say “Sounds interesting, but tell me, when will you be in the area again? In 2 weeks? Good, see me on your next trip.” Then the salesperson goes back, time after time in the hope that he or she will get an order. There rarely is an order. two, even. Brooklyn had lost its beOf course, salespeople are told that loved Eagle. New York’s august Herald they must decide how many calls a Tribune, rival to The New York Times, prospect is worth based on potential, would soon close. then hopefully lay their cards on the The new medium so loathed by the table on the final call to decide if all wry old newspaperman was television. the calls were worth it. The internet was not yet imagined. IDENTIFYING TIMIDITY As it turned out, the wry old newspaMany salespeople will insist that they perman was dead wrong. are not timid. They will point to their Newspapers were not dying. They sales records and claim they never were being reborn. could be successful if they are timThe coming decade, the ’70s, may id.—and they will rationalize. They have been their finest decade ever. will insist that being extra polite is not the same as being timid. There The Washington Post broke the Wais a fine line between politeness and tergate scandal. The Post and Times timidity, and maybe it’s easy to cross published the Pentagon Papers. Otis the line without realizing it. Timidity Chandler, having turned his family’s has a way of showing up in the most Los Angeles Times into a first-rate paobvious manner. Common sense says per, bought up papers across the counotherwise. Timidity does not manifest try—Baltimore, Hartford, Denver, Dalitself only through what people say. las–with the aim of turning them into first-rate papers, too. Bright young talMany actions reflect it as well. ents flooded into newsrooms, stirred OVERCOMING TIMIDITY by the idealism of the ’60s. Alternative Sales managers should look and listen weeklies launched across the country. for timidity when they are making field visits with their salespeople. They also So much for what wry old newspaper-
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.
Newspapers
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men think.
Welcome to Media Life’s new series “Reinventing the American Newspaper.” This series is based on several notions held by Media Life’s editors from years of covering newspapers. The series will explore and test these notions over the coming months, and they are certainly all open to challenge, as in any discussion. NOTION 1: Newspapers are not dead. They are not dying. They are ripe for reinvention, and they will be reinvented. NOTION 2: For whatever damage has been done to newspapers by the internet, far worse damage has been done by mismanagement, incompetence, short-sightedness, greed, thick-headedness and a shocking inability of newspapers to learn vital lessons from their mistakes. NOTION 3: The internet did not do in newspapers. Newspapers were in trouble long continued on page 7
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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. Doug Fabian, president of IFPA, will take us through the afternoon. You should have received the first brochure by now.
It’s up to newspapers to believe in and sell the value of their medium to advertisers. NOTION 6: Some papers are doing it right, and many of them are small. They’ve stuck by their communities, reporting honestly and well on all local matters and serving the needs of small advertisers. That loyalty has paid off. While these papers were hit by the economic downturn, they’ve weathered the digital onslaught far better than larger papers.
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
Newspapers
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NEWSPAPER PRINTING COMPANY
NOTION 5: before. The internet just poked a hole, allowing the money to flow out. Print is not dead, and the print newspaper is not dead. NOTION 4: What really did in newspapers was the The printed newspaper may indeed great killer of all markets—monopoly. seem antiquated, but it has one key NEWSPAPER PRINTING COMPANY advantage: visibility. It’s wherever you That came long before the internet. As consolidation continued into the are, on your desk, in your briefcase, ’80s, more and more cities became on the coffee table. It insists, look at one-newspaper towns. That meant me, pay attention. the end of competition, and with it the end of risk-taking, of innovation. Frustrated, smart people left. Money men moved in, and the money flowed out. Profit margins soared.
If an advertiser can spend $1 and gets back 25 cents, that’s a good deal. It’s a better deal than spending 10 cents on digital and getting back a penny. Cheaper does not mean better.
It says look at me, pay attention, even as you are throwing it in the trash. No digital medium commands such attention. It can’t. It’s in a box.
The real question for newspapers is The trouble came in the last decade whether the economic model works. when the digital revolution reintro- The answer is yes, it can and does. duced competition to local markets. Newspapers may be an expensive meNewspapers did not know how to sell dium and old-fashioned to boot, but against other media. at the end of the day newspapers can They still aren’t very good at it. That still deliver the return on investment is at the heart of their struggle. That is advertisers are looking for. their struggle. Southeastern Advertising Publishers Association (931) 223-5708
NOTION 7: Editorial matters a whole lot. The newspaper industry has largely forgotten that. People look to newspapers for reporting of the sort radio and TV do not provide. They quit subscribing when they don’t find it. All great newspapers are written for their readers, and it has always been so. The reinvented American newspaper will be all about quality editorial. Editors will figure out new, smarter and more creative ways to cover their communities. NOTION 8: Newspapers are special. They’re different from all other media. They hold a special place in American society, public life, culture and history. We expect more of them, even with all their failings. We don’t care who owns TV networks. They are just names. We care a lot about who owns our newspapers. Newspapers may change dramatically, but this fundamental aspect of newspapers will not change, and any discussion of newspapers and their future has to accept their uniqueness.
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Brewing Ad Revenue in a Changing World My wife enjoys rearranging the kitchen counter. She likes change so she shuffles everything around and doesn’t ask my opinion. She just moves stuff, including the coffeemakers. I make the coffee every evening, programming the brewers to go off the next morning so we just get up and pour a cup. The first evening I walked in the kitchen and discovered her changes, I naturally went to the familiar location of the coffeemakers and they’re not there. I asked her when I didn’t find them, “Did somebody break in and steal the coffeemakers?” “No fool,” she said. “Look around.” So I hunted around the kitchen, found them and began my preparations, grumbling all the while, “I don’t know why we have to change. Nobody ever asks my opinion . . .” If it were just one change, I could deal with it better. But then of course the coffee filters, which I had in a drawer near the previous location of the makers, have to be changed to a closer drawer. And there’s the coffee itself, which was stored in a cabinet closer to the “familiar” spot that has to be changed. My coffee-making routine was disrupted by all of this change. But what choice did I have? She didn’t ask me. She just changed it. Sound familiar? The ways you do business are constantly changing and moving your coffeemaker, aren’t they? And it’s more than one change, right?
and trusted by your advertisers. However, they will not adapt to your preferences. They expect you to change stories and grow through advertising. with theirs. You’ve worked hard to establish your brand. Like my coffee-making, you are As I traveled the U.S. over the last a creature of habit and want to return five years and led publisher and sales to the same spot of selling print. Why? workshops, I heard a lot of folks askBecause it is familiar, regardless of ing my same question about the cofwhether it’s still the best spot to gener- feemakers, “Who broke in and stole our newsprint?” We fell in love with ate maximum profits or not. the “where” of newsprint instead of foIt took me about 21 evenings to stop cusing on our core function: help our walking over to the spot where I made advertisers grow their businesses. coffee previously and reaching for filters and coffee that were no longer In response, I put together an A-List there. My core function—making cof- team to study how our communities fee—remained the same, but where I are consuming information and how did it changed. I took some time to advertisers meet them there to grow their businesses. Free paper publishers adapt. across the U.S. said they want to leFor you to continue to grow the busiverage their respected brands around ness of your advertisers and be the gotheir core function, but aren’t sure to choice for advertising in your comhow. munity, you must focus on your core function and adapt how you do it to One other interesting fact emerged today’s consumer preferences. I know, from my publisher conversations: the no one wrote and asked your permis- majority of them want to own a radio sion to change any more than my wife station, but the start-up cost and steep learning curve presented barriers. did with me and the coffeemakers. The Positive Media Network was born And yet, it is what it is. at this intersection of changing conYour core function is the same. Your sumer habits and publisher desire to brand is still respected and viable in own a radio station. It’s a six-figure your community. profit center that leverages your curWhere you do it—the media—has rent brand into a digital, multi-media, changed and will continue to evolve. mobile way of growing your advertisers’ businesses. You integrate your YOU HAVE A CHOICE: print and web media advertising with ADAPT OR DIE. Your community wants you to adapt an online, local-oriented, streaming and succeed. Your brand is familiar radio station with very low start-up cost and learning curve.
Who knew newspaper publishing would get rearranged so dramatically and not ask your permission? You perform a great service in your community, helping businesses tell their Southeastern Advertising Publishers Association (931) 223-5708
You get a phone and tablet app with the service. The Positive Media Network mobile app is fully customized with your brand, web pages, and streaming radio station that adds revenue from audio ads and push notifications to (888)450-8329 fax
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your mix. That’s right, you send coupons from your Positive Media Network account dashboard. Load an image. Schedule it. Submit. It’s that easy. The online radio station and phone app integrate with your web presence and print version. We give you templates and copy to engage your community. For example, your readers nominate and celebrate the Positive Educator, Hero (think fire fighters, military, and law enforcement), Business, Neighbor, and Volunteer of the Week. Everybody loves to see their picture in your paper and on your website and hear their name on the radio! Also, you’ll enjoy learning from other publishers what they’re doing that sells well as a part of the Positive Media Network Community. Yes, we do the heavy lifting so you focus on your core function: selling advertising that works. The Positive Media Network is cost-effective, giving you a profit margin of at least 70%. It meets your community’s preference for on-the-go, on-demand access to information on a positively feel-good-music radio station. It meets your advertisers’ demand for effective advertising. You simply bundle audio ads with your display ads. We take care of the audio ad copywriting and production. You get it approved and upload it into a Dropbox folder. Yes, it’s that easy. And you get an additional, high-profit margin revenue stream—at least 70%--generating six-figures! Discover more at www.PositiveMediaNetwork.net or call me at 1.877.4DRJOEY (437.5639), option 2, and let’s get you started today. Change is here to stay. It is what it is. Brew some strong, additional advertising revenue with the Positive Media Network.
Thank You For Saying, “I saw it in THE EXCHANGE,” November 29, 2006
Page 1
PRESORTED STANDARD U.S. Postage Paid Exchange, Inc.
POSTAL CUSTOMER
Exchange
P.O. Box 490 Fayetteville, TN
(931) 433-9737 www.exchangepublications.com
Serving Lincoln County in Tennessee and North Madison County in Alabama.
Copyright 2006, Exchange, Inc.
Published every Wednesday by Exchange, Inc.
Wednesday, November 29, 2006
Volume 27 Number 48
We Are Pre-Owned Factory Program Headquarters For The TN Valley & Will Save You Thousands! 2006 Chevy Malibu
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frequently thought of as a results medium. Advertise in the one place people look for our community information.
Free Papers Working For You
How To Talk Nice To Tech Support No matter how reliable your computer is, that dreaded day will arrive: Your machine will do a meltdown. The manager of the technical-support staff at a large computer firm (who preferred to remain anonymous) offers these tips:
with the system. There might be a bug in some third-party software program.
3. Listen to what the person says: To find the cause of a problem, a techsupport person usually follows a process of elimination. So do exactly as 1. Wait until Monday afternoon: Many he or she suggests. IF you don’t follow support lines are closed on the week- instructions, you’d better be ready for end, so they tend to be overwhelmed a very long call. on Monday morning. 4. Keep a lid on it: There’s a clear line 2. Don’t criticize the product: Don’t between being annoyed and going balassume that there’s something wrong listic. IF you start swearing, I hang up.
Southeastern Advertising Publishers Association (931) 223-5708
(888)450-8329 fax
9
USPS Update VISIT
US
FISHER HOUSE FACTS by Donna Hanbery, Saturation Mailers Coalition, Executive Director
I must confess, as the author of this column that I did not know about the Fisher House until Dan Alexander talked to me about ways to help the organization, and help free papers qualify for the USPS Mail Drives Mobile Engagement promotion. Until Dan helped me “get smart,” I thought Fisher House had something to do with nuts.
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er way to help our mission.” Ashley started the partnership with AFCP and the free paper industry in late 2013. Fisher House provided free papers with ads and a good story to tell about how individual contributions can go a long way. For contributions that come in through use of QR codes, Fisher House does a receipt for each donation. Fisher House is also a big user of the Postal Service with its magazine, The Patriot, mailed tax receipts to acknowledge contributions, and a large reliance on volunteer efforts that frequently include Postal workers.
Well nuts on me. I talked to Ashley Estill, Communications and Public ReAshley stated that the need for helplations Coordinator for Fisher House ing our Veterans was growing. At the Foundation, and learned about Fisher end of each year, Fisher House gets House and its mission. involved with the combined federal Ashley is the one who told me about campaign, where federal employees Loren Colburn, AFCP Executive Di- have an opportunity to help and prorector, reaching out to help Fisher mote philanthropic causes. “We freHouse Foundation when the Founda- quently get requests to speak at Post tion stepped up to do the right thing, Offices and to talk to Postal employand provide military families the death ees. At these talks, a lot of hands are benefits from their loved ones who raised. We are always encouraged by made the ultimate sacrifice, during the the questions and volunteers that reGovernment shutdown. Ashley wel- spond to our requests.” comed the opportunity to have more media and support from community Organizational Software Tools you need to be more efficient. newspapers and shoppers, as most of the Fisher House support comes from the generosity of the American public. “We don’t pay for advertising, we keep 407-656-2777 chris@MaxProPublishing.com administrative costs low. It was great www.MaxProPublishing.com to have Loren volunteer with anoth-
A little Fisher House history. Since 1990, over 250,000 families served. As of present, Fisher House will have 66 facilities located near major military and VA medical centers. Fisher House homes can accommodate 16 to 42 family members in a homey, and comfortable environment. Typical houses are 5,000 to 16,800 square feet, with a common kitchen, laundry facilities, spacious dining room, and living room with library and toys for children. IN 2014, FISHER HOUSE HAD THESE HIGHLIGHTS: Families served: Over 25,000. Average length of stay: Ten (10) days. Average cost to provide a night of lodging for a military family: $10.00 In 2014, Fisher House saved families more than $47 million in lodging costs, plus food and transportation. Fisher House is a not for profit organization under Section 501(c)(3) of the IRS code. Eligibility for Fisher House housing is established by criteria set by the hospital or installation commanders. Fisher Houses are given to the US Government as gifts. Military service secretaries and the Secretary of Veteran Affairs are responsible for the operation and maintenance of the homes.
Lead Developer & Founder
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Southeastern Publishers
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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.
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Southeastern Advertising Publishers Association (931) 223-5708
(888)450-8329 fax
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VISIT
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Southeastern Advertising Publishers Association (931) 223-5708
(888)450-8329 fax
11
VISIT
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Web design is BIG business
Southeastern Advertising Publishers Association (931) 223-5708
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