The Washington Newspaper, March 2020 by Washington Newspaper Publishers Association

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THE WASHINGTON NEWSPAPER March 2020

Want new revenue? Try WNPA Impact Ads Page 4

Journal of the Washington Newspaper Publishers Association

Proposed postage rate increases ring national alarm bells By Tonda Rush Imagine that you are spending $250 a week at your local post office, mailing some 2,000 newspapers to your readers. Service is pretty good, so long as you do most of the work: sort the papers by the carrier’s path down the street, bring bundles directly to the post office all ready to go out, fill out your own “bill” in the form of a postage statement and make sure there is cash on hand in your account plus a little extra in case the acceptance clerk comes up with a different weight than you got. Now hear what the Postal Regulatory Commission (PRC) has in mind. In 2021, your bill goes up to about $270. Instead of $13,000

a year, you’re going to pay $14,040. In 2022, it goes up again to about $292, and the annual cost is $15,184. In 2023, it is $315 or $16,000 a year. And the cost keeps escalating, maybe even a percentage point or two more than this scenario. It could get up to $20,000 a year or more by the end of five years. While all of that increase is bearing down on your company, the first-class stamp used to send out invoices goes to 60 cents, then 70 cents, maybe even as high as $1.25. And that does not count the Standard Mail (now Marketing Mail) you may use to send renewal statements to subscribers or Total Market Coverage publica-

See RATES, Page 3

It’s a mixed bag for bills dealing with transparency Of all the bills introduced in this year’s legislative session, only two remain that deal with open meetings and records. One is a partial loss for transparency, the other is something of a win. The partial loss, 2SHB 1888, exempts from disclosure birthdates and photographs of all public employees, but permits the

news media to have access to full dates of birth and photographs. It also exempts race or ethnicity, sexual orientation, national origin, or disability status information voluntarily submitted to state agencies. The bill is on its way to the governor’s desk and most believe Gov. Jay Inslee See BILLS, Page 2

Laura Knowlton of the Okanogan Valley Gazette-Tribune took home a third place in the Feature Photo category in last year’s Better Newspaper Contest for this photo of the second annual Lavender Festival, hosted at the Okanogan Highlands Lavender Farm. It’s not too early to get your entries together. The 2020 contest opens at the end of this month.

Time to start collecting entries for Better Newspaper Contest It is not too early to start sorting through your best work in preparation for this year’s WNPA Better Newspaper Contest. Our contest site opens for entries on April 1. For regular entries, the contest period is April 1, 2019 to March 31, 2020. Tourism sections published between April 1, 2019 and May 31, 2020 are eligible. We especially want to

hear from more folks who are designing ads! We haven’t had as many entries in the advertising division as we would like in recent years. Everybody needs a pat on the back. Get your stuff together! As always, General Excellence is free to enter. We would love to see 100 percent of WNPA papers enter that portion of the contest. To enter the General Excel-

lence contest, choose one issue published in each of the weeks Sept. 15 & Sept. 22, 2019. Also, choose one issue from April 1, 2019 through March 31, 2020. Include any special sections published with those papers. You can’t enter until April 1, but if you want to review the rules ahead of time, they are available by going to wnpa. com and clicking on the contest home page tile.

BILLS: Legislative session nears end

Continued from Page 1

will sign it. Fortunately for public agencies, Rowland Thompson of Allied Daily Newspapers and the Washington Coalition for Open Government convinced the Senators to amend the bill to eliminate a requirement to provide notice to public employees any time a record was to be released that included their name. That provision was amended to apply only to a few specific employee files. An improvement to transparency, ESHB 2588, requires small special purpose districts to post meeting agendas

and minutes on their web sites. The bill is still in the Senate and needs to pass off the Senate floor by end of business on Friday March 6. The next cutoff date is this Friday, March 6, by which bills must pass off the floor of the opposite house except those necessary to implement the budget. The 2020 legislative session is scheduled to end on Thursday, March 12. The last six days of the session will be focused on resolving differences between bill language passed in the House and the Senate, and concluding work on the supplemental budgets.

Pulse shopping survey online Results of statewide polling of Washington newspaper readers by Pulse Research is available now at pulseresearch.com/results. The report is full of

data you can use to make an effective sales presentation. Visit the site for more information. You can reach Brian Knapp at Pulse at 503781-6873.

Officers: Patrick Grubb, President; Caralyn Bess, First Vice President; Steve Powell, Second Vice President. Trustees: Roger Harnack, Scott Hunter, Teresa Myers, Pili Linares, Eric LaFontaine and Michelle Nedved. THE WASHINGTON NEWSPAPER is the offical publication of the Washington Newspaper Publishers Association. It is published monthly by WNPA, PO Box 389, Port Townsend, WA 98368. Staff Fred Obee: Executive Director: 360-344-2938 Email: fredobee@wnpa.com Janay Collins, Member Services Director: 360-344-2938. Email: ads@wnpa.com 2 The Washington Newspaper March 2020

FROM THE PRESIDENT

National story out of Blaine shows why we need boots on the ground By Patrick Grubb Last month, The Northern Light, a weekly newspaper in Blaine, Washington, broke the news that the Seattle Field Office of U.S. Customs and Border Protection had issued a directive Grubb calling for detaining and enhanced interrogation of U.S. citizens and permanent residents of Iranian backgrounds when crossing the land border. The story was subsequently picked up by the national media including The New York Times, Washington Post, Associated Press, NBC and many more. The likelihood of that happening again are slim indeed but it does illustrate something about small town newspapers: We have the boots on the ground to cover what’s happening in our communities. The news we bring to our readers is news that they can use, news that affects them. However, in many towns and counties across the nation, residents have no local newspaper to turn to find out about increases in property taxes, budget shortfalls at the volunteer fire department and the like. So far, Washington has been spared the worst of the carnage; just one county, Asotin in the extreme Southeast

corner of the state, is without a newspaper. Fortunately, Clarkston, its major population center, is served by the Lewiston Tribune. Lewiston and Clarkston, named for the famous explorers, are closely related, separated only by the Washingon/Idaho border and the Snake River. Texas, on the other hand, has 22 counties without a newspaper. A 2018 study by the University of North Carolina’s School of Media and Journalism reported that about 1,800 metro and community newspapers had gone out of business or merged since 2004. The growing “news desert” has incalculable effects on our democracy – an informed populace is essential to liberty, said Thomas Jefferson. Local newspapers don’t just cover the news – they act as a de facto farm team league for the big guys. They’re the ones that take the majority of journalism students as interns and first-time reporters who then go on to big city papers and national media. There’s only so much that can be taught in a classroom – the practical experience gained by new graduates is what allows them to be effective reporters and editors as they climb the food chain. The reasons for the decline in newspapers are well-known – the loss of classified and display advertising and the rise in digital and social media are just two of their prob-

lems. It’s not that citizens don’t want to be informed, the need for news is still strong. And it’s not because print is dead, it isn’t. People want to choose how they consume news and because of the strained finances of many small-town papers, there simply isn’t the money to invest to provide those choices. In Canada, a wide coalition of news companies last month wrote Prime Minister Justin Trudeau urging his government to modify tax rules for digital companies, changes in copyright law and beefed up competition regulations. The letter proposed a three percent tax on large digital companies such as Facebook and Google that vacuum up the vast majority of digital revenue while linking to the news produced by traditional outlets. In the past year, Facebook, Apple and Google have either discussed or signed agreements to pay for news content but these will only benefit large media outlets including The New York Times, Wall Street Journal, Gan-

nett and others. While it’s certain to please their finance people, it’s not as if these giants are hurting for money. Ben Smith, the Times’ new media columnist, inaugurated his column by describing his new employer as a digital behemoth crowding out all others. What’s to be done for small newspapers? Postal rate relief would be helpful. If a preferential rate is good enough for Amazon, it’s good enough for us. A program offering grants for interns could help with labor costs, one of a newspaper’s biggest expenses. Support for state newspaper associations by mandated government public notice advertising would be nice. Perhaps the media giants could collaboratively provide assistance in web platform design and other digital innovations. Who would pay for all of this? Why not the largest digital giants? They’ve got billions to spare.

Reporters and editors who want to improve their reporting can now log on to WNPA’s podcast site and listen to experts in the field tell how they approach their stories. Currently on the site are interviews with Les Zaitz, owner and Publisher of the Malheur Enterprise. Les and his staff are redefining

how community papers approach reporting. Also, Eli Sanders, Pulitzer Prize winning writer for the Stranger in Seattle, talks interviewing and narrative writing techniques. To find the podcasts, go to wnpa.com and click on the podcast tile in the middle of the home page.

Patrick Grubb is the Publisher of The Northern Light in Blaine and this year’s WNPA President.

Visit WNPA podcast site

RATES: Huge increases in postage on the table Continued from Page 1

tions to nonsubscribers. All of that could be rising 30-50% over the next five years, as well. That is the scenario that National Newspaper Association (NAA) and other organizations representing users of business mail are combatting at the PRC this winter. The Commission has rolled out a proposal for future postage payments that removes the annual inflation-based cap on postage increases. Instead, it wants to give U.S. Postal Service (USPS) the ability to increase postage to cover the looming costs it foresees. That includes fewer mail pieces going to each household, while the number of households

needing mail delivery continues to expand. The costs also include losses of more than $70 billion on the USPS balance sheet because it has not been able to cover a $5 billion annual obligation to prefund the cost of future retirees’ health care. The proposal also covers a gap that the U.S. Postal Service says presently exists between newspaper postage and the actual cost of delivery newspapers, which USPS says amounts to about 35% more than publishers pay. On top of this proposal, USPS has arrived at the Commission with its own ideas. It wants the PRC to grant it $6 billion in new postage revenue from rate increases before

the schedule of annual percentage increases takes hold. If the PRC granted that request and assigned that responsibility for covering the cost to the first-class stamp, a repeat of last year’s 5-cent increase and more could be in store. The stamp could rise to well more than a dollar. All of these possibilities arise as part of the PRC’s review of the 10-year-long cap on postage increases earned by NNA and others as part of Postal Accountability and Enhancement Act of 2006 (PAEA). The PRC is mandated to determine whether the price cap is sufficient to sustain USPS over the long haul. PRC

already determined in 2017 that the cap has not produced enough revenue to keep universal service intact. Now, it is deliberating over what comes next. The formal proposal asked for comments from industry and consumers on whether substantial increases made sense. The proposal would allow USPS to pass along increases as follows: • The annual inflation rate, presently around 2%. • Two percent additional “supplemental authority” to help USPS cope with a decline in the density of mail delivered to each household and to cover a Congressional mandate to prepay its

Retiree Health Benefits (RHB); • An additional 1% if USPS met certain efficiency targets and also did not lower service standards (not actual service performance); • Two percent more for mail like Periodicals that do not cover mail processing and delivery costs; • Changes in workshare discounts, such as presorting of mail, or specific types of charges, such as the costs of bundles and containers, where the Commission has questioned whether the charges sufficiently compensate USPS. When all the possibilities are added together and compounded over a proposed five-year schedule, the

increases for a newspaper Periodical mailer could approach 50%. Similar increases would be applied to all other mail classes, such as the first-class stamp or postage-metered mail. The PRC will receive another set of comments in early March and then take a period of time to absorb the comments it has received. For the proposed new rates to take effect for 2021, its decision would need to be issued within the next 90 days, most industry observers have said. Tonda Rush is the director of public policy and serves as general counsel to the National Newspaper Association. Email her at tonda@nna.org.

WITH OVER 60 YEARS OF EXPERIENCE, WE KNOW JOURNALISM. From public records to protecting journalists, from defamation claims to business needs, large and small Washington publishers turn to us.

3 The Washington Newspaper March 2020

Want new revenue? Look at WNPA Impact Ads Selling statewide or regional 2x2 or 2x4 Impact Ads is a big part of what helps fund your Washington Newspaper Publishers Association, and it’s a great option for advertisers seeking broader reach for their messages. It also is a perfect match for hotel-motel tax funds distributed annually by cities and counties to local non-profit groups. If you have not already, you should ask your city and county governments (each has separate funds) for a report on where the hotelmotel tax money is going this year. In most cases, the non-profit organizations that receive this money are supposed to spend it in outside markets that will draw people to your town. WNPA ads are a perfect match for this program because you can choose to advertise regionally or statewide to boost tourism in your community. Here’s how it works: • You sell the ad to a local non-profit organization to bolster tourism. • You charge your client for the full cost of the ad, and send an insertion order to WNPA. WNPA then invoices you for half the cost of the ad, splitting the revenue on the ad sale. The

advertising sales person gets their regular commission on the sale. • WNPA uses our share of the money to provide your legal hotline, professional services, Legislative Day, the Better Newspaper Contest and the annual convention. • We keep the cost to the client affordable by asking all member newspapers to publish the ads sold by other newspapers without cost. Potential customers include festivals, fairs, resorts, real estate offices, state agencies, statewide or regional political candidates – anyone who desires a cost effective regional or statewide campaign. Because member newspapers publish these ads for free, we can only promise that they will run as black and white ads. If you include a color version, many papers will use it instead, but there is no guarantee of this. The ads are small – just two columns wide by either two or four inches tall. One column by four or eight inches are also OK. They need to be produced in two different widths, to accommodate different column widths. It’s not too early to talk with local chambers or festival organizers or others

The map above shows the regions for Impact Ads. Sell the whole state, or choose a region. 4 The Washington Newspaper March 2020

who receive hotel-motel tax money from local governments. They may be planning their spending right now, and if that process is already complete, you should ask to be included in

next year’s request. As an added bonus, the salesperson who sells the most display or classified ads will win WNPA’s annual Pinnacle Award and $1,000 in prize money.

That award is given at our annual convention in October. The WNPA 2x2 ad program is important arrow in your sales quiver and a great way for advertisers in

your area to reach a broader audience at a very affordable price. Questions? Call Member Services Director Janay Collins at 360-3442938 or email ads@wnpa. com.

WNPA JOB BOARD REPORTER The Quincy Valley PostRegister has an immediate opening for a full-time reporter. Our thriving weekly is located in the heart of beautiful North Central Washington, steps away from outdoor recreation and within easy reach of Seattle and Spokane. This position is the primary storyteller for our community, responsible for crafting accurate, engaging stories, photos and other content pieces. Your work may be published in our weekly, online and/or in one or more of our other publications. This is a full-time position with full health and retirement benefits, including medical, dental, vision, life, disability and 401(k). Send cover, resume and clips to Washington Media’s managing editor Russ Hemphill, hemphill@ wenatcheeworld.com.

careers@soundpublishing.com. Make sure to include ATTN: AD REP (Friday Harbor) in the subject line. This position receives a base salary plus commissions and benefits package including health insurance, paid time off, and 401K. Position requires the use of your personal vehicle, possession of valid WA State Driver’s License and proof of active vehicle insurance. Sound Publishing is an Equal Opportunity Employee (EOE) and strongly supports diversity in the workplace. Visit our website to learn more about us! www.soundpublishing. com

REPORTER Whidbey Island’s two community newspapers, the Whidbey News-Times and South Whidbey Record, are seeking a smart, unblinking general assignment reporter. Reporters MULTIMEDIA SALES work in a deadline-driven CONSULTANT environment, possess Be a part of the largest community news organiza- excellent writing skills and have an appreciation tion in Washington! of community news. ExThe Journal of the San perience in photography Juans in beautiful Friday a plus. Must relocate to Harbor in the San Juan Whidbey Island. Islands is looking for selfThe position requires motivated, results-driven people interested in a multi- the use of personal vemedia sales career. As part hicle, possession of valid WA State Driver’s License of our sales team, you are and proof of active vehicle expected to maintain and insurance. This is a fullgrow existing client relationships, as well as develop time, 40 hours per week position that has excellent new client relationships. benefits, including mediThe successful candidate cal, dental, life insurance, will also be goal-oriented, 401k, paid vacation, have organizational skills sick and holidays. Send that enable you to manage multiple deadlines, provide resume, cover letter, nongreat consultative sales and returnable clips in PDF or excellent customer service. Text format and references If you have these skills and to careers@soundpublishing.com. Make sure enjoy playing a pro-active to include “Reporter, part in impacting your Whidbey” in the subject local businesses financial line. Sound Publishing success with advertising solutions, please email your is the largest community news organization in resume and cover letter to:

Washington State. Learn more about us at www. soundpublishing.com. DESIGNER The Methow Valley News in Twisp, Washington, is seeking a full-time designer for its publications (a weekly newspaper and several annual magazines), plus social

media and IT manager. Substantial experience with designing print publications is required. Are you fluent in Adobe’s print production products? Can you keep our Facebook following informed and entertained? And can you wrestle Macs, PCs and printers into submission without losing your cool?

If so, we’d like to hear from you. Send a resume, cover letter and/or portfolio examples to editor@ methowvalleynews.com. No calls, please. The position is open immediately, and requires relocation to the Methow Valley. We offer a competitive salary and health insurance coverage.

The Methow Valley News is a 116-year-old, locally owned weekly near Washington’s North Cascades mountains. We are a small organization with big ambitions. Check our website, www.methowvalleynews.com, to see some of the special projects we have done over the past several years.

5 The Washington Newspaper March 2020