MPA/MPS e-Bulletin

Apply now to attend CJC’s conference, “Reporting on Diverse Communities,” Oct. 12-13, 2006, in Las Vegas.

http://www.cjc.umd.edu

In areas across the U.S., racial and ethnic “minorities” are becoming demographic majorities. At least one child in five is from an immigrant family. Is your newsroom equipped to cover your community in these times of change?

This conference will examine realities and common myths about immigrants and the underclass, and the implications of growing diversity. Sessions will focus on trends in culture, education, social services, faith and civic life, as well as journalism workshops. As one of 25 journalists selected for a CJC fellowship, you’ll learn from provocative thinkers and inspiring colleagues. Fellowships are open to print, broadcast and online journalists and include lodging, meals, materials and a generous travel subsidy.

Applications must be received by Monday, Sept. 11. For an application and addition information, visit
http://cjc.umd.edu/fellowships/documents/CJCFellowshipApplication_000.pdf

from Kevin Slimp:

Registrations are coming in steadily for the upcoming session of the Institute of Newspaper Technology to be held October 12-14. I want to make sure that everyone who wants to attend has an opportunity to register before
it’s too late.

We’ve made some significant additions to this year’s session, including:

• Joe Schorr, Apple, will be with us to talk about Aperture (the new application made specifically to work with camera raw images) and the future of technology for our industry
• Gary Cosimini, Adobe, considered by many to be the biggest name in publishing technology, will join us to discuss the future of technology in the newspaper business
• Craig Lanning, Quark’s guru of training, will be with us to teach a full day of QuarkXPress 7.0
• Lynn Grillo will offer THREE sessions (that’s 3 times as much info as last year) on Adobe GoLive and web design
• Karl Kuntz will teach three classes (that’s 3 times as many as last year) related to Advanced Photoshop and Adobe’s new photo editing application, Lightroom

In addition, we’ll have our usual cast of characters: Lisa Griffin, Rob Heller, Cathy Bandeko (this is your chance to learn about the new version of Creator) and myself.

If you’ve already registered, good for you! If not, don’t miss this opportunity. This is, without a doubt, the strongest lineup of instructors and classes we’ve ever offered. You can find more information related to the
Institute at:

http://www.newspaperinstitute.com

Feel free to reply with any questions.

See you in October!

Kevin Slimp
Director, Institute of Newspaper Technology

How to ask for referrals
By John Foust, Raleigh, NC

“Ever since I started selling advertising,” Marla told me, “I’ve heard about the importance of referrals. But the problem is that most sales people do a poor job of asking for them.”

She’s right. The standard request for referrals goes something like this: “Here’s my business card. If you know of anyone who wants to advertise in the paper, let me know.” That kind of request is not likely to inspire people to reach for their Rolodexes, is it?

“Generic requests are okay in some circumstances,” Marla said, “but they rarely produce immediate results. I talked to a lot of other sales people – many of them outside the ad business – looking for a better way to get referrals. Along the way, I learned a technique that is designed to generate leads on the spot. It’s based on the idea that you have customers who already know people who are good prospects for you, but they need help in seeing those people as prospects.”

If you’d like to try Marla’s approach, here are three points to keep in mind:

1. Pick the right time. The two best times to ask for a referral are (1) as soon as a sale is finalized and (2) as soon as an ad campaign starts producing results. You want to catch them at a time when they feel good about the decision to advertise in your paper. That increases the likelihood that they will want others to follow their lead.

2. Paint a word picture. In sales presentations, it’s important to help prospects think visually – to help them see their businesses being advertised on the printed page. (Isn’t that what we do all the time with spec ads?) Why not do the same thing in asking for referrals?

Say something like, “I wonder if you will help me with something? I’m looking for someone who runs a business in town. They’ve been around for a few months – maybe a year or two – but they’re still searching for the right way to reach potential customers. They’ve tried some advertising, but nothing long term. Do you know anyone who fits that description?”

3. Narrow the focus. “You want to be specific enough to help them visualize potential prospects,” Marla said, “but not so specific that you limit the possibilities. Don’t say, ‘I’m looking for someone who has a $3,000 monthly budget’ or ‘Can you think of a business that is trying to reach married couples between the ages of 25 and 50?’”

Every industry has a network. It’s a sure bet that your customers know more about their regular contacts than they know about anyone else. So if you’re talking to a car dealer, look for links to companies that supply products or services to that dealer. And if you’re talking to a store owner, ask about new and existing businesses in the neighborhood.

“This technique has generated more leads than anything else I’ve tried,” Marla said. “Some of my customers have actually looked through their files to find prospects for me.”

 (c) Copyright 2006 by John Foust. All rights reserved.

John Foust conducts on-site and video training for newspaper advertising departments. His three new video programs are designed to help ad managers conduct in-house training for their sales teams. For information, contact: John Foust, PO Box 97606, Raleigh, NC 27624 USA, E-mail: jfoust@mindspring.com, Phone 919-848-2401.

SNPA will be conducting a Traveling Campus July 12 - 14, 2006 in Memphis, and any MPA members in the area are invited to attend. There is no charge to attend any of these training sessions.

Check here for detailed info, and online registration.

All sessions will be held at:
The Commercial Appeal
495 Union Avenue
Memphis, TN 38103
http://www.commercialappeal.com

Wednesday, July 12

• 9:30 a.m. - 12:30 p.m.
• Holy & hip: Covering faith & popular culture
• 9:30 a.m. - 12:30 p.m.
  Esseential skills for district managers
• 1:30 p.m. - 4:30 p.m.
  Writing for the reader
• 1:30 p.m. - 4:30 p.m.
  The future of circulation

Thursday, July 13

• 9:30 a.m. - 12:30 p.m.
• The art of the interview
• 9:30 a.m. - 12:30 p.m.
  Ad design & copywriting for the newspaper sales rep
• 1:30 p.m. - 4:30 p.m.
  Leadership in the advertising arena
• 1:30 p.m. - 4:30 p.m.
  Outbound calling for the newspaper professional

Friday, July 14

• 9:30 a.m. - 12:30 p.m.
• Outthinking the competition
• 9:30 a.m. - 12:30 p.m.
  Reading financial statements and uncovering tomfoolery
• 1:30 p.m. - 4:30 p.m.
  Making money with your website
• 1:30 p.m. - 4:30 p.m.
  Targeting tomorrow’s readers today

All sessions are open to all newspaper departments. Participation in sessions outside your area of responsibility is encouraged to gain a better understanding of the newspaper industry as a whole.

Dear editors,

A new era is dawning in the career of your not-so-humble writing coach.

(It’s a small new era, but hey, I haven’t had a new era in a long, long time, so for me, it’s a big thing.)

I am moving. Granted, I’m moving only a few miles, and you probably will never know the difference, but each month I have to come up with a note that will amuse you, so I would appreciate at least some mild “Ooooohing” and “Aaaaaahing” whenever I reveal anything new.

Starting July 8, my address will be: 6310 Bayberry Court, Elkridge, Md. 21075. My telephone number will be 410 796 0210.

(For the record, my e-mail address will remain the same. Also, my Social Security No. will remain the same, my height, weight and eye color will remain the same, my middle name will remain the same. Oddly, as I age, my shoe size has gotten larger, but I cannot see that that is any of your concern.)

Since 1990, when my wife, Sharon, and I moved in with my dad, we have been taking care of my dad’s modest-sized but anachronistic house, which demands considerable attention. Unfortunately, by the time I turned 50 (eight years ago, for those of you keeping score at home), I had used up almost all the attention God had granted me, so taking care of the house was a huge burden.

When my dad died last November, Sharon and I began plotting our escape. We are going to be renting a small condo, which means I no longer will: (1) Mow the lawn; (2) shovel snow; (3) worry about home repairs that I am incapable of doing anyway.

I was not meant to be a homeowner. First of all, I am completely irresponsible. Second, … er, um … refer back to “First of all …”

So, here’s the latest installment of coaching wisdom, or, if you happen to think it merits a less lofty label, the latest installment of filler. The next one I write will be from my new home in the colorfully named community of “Elkridge.” Not sure if there are any elk there, and I don’t remember seeing a ridge, but starting July 8, it’ll have one writing coach.

My goal is that, by the time I leave, they’re calling is “Stazridge.”

Best wishes to all … jim

…
In 30 years in newspapers, I have met only one reporter who did not have a heart.

Bill would not lie, but he would do anything else to get a story. He had no compassion for sources. If he were interviewing a grieving parent, and the parent let slip an embarrassing fact about the dead child then pleaded with Bill not to use it, Bill would be unmoved. He would use it. I didn’t like Bill. He was an outstanding reporter, far better than I, but rather than take Bill’s bulldozer route, I sometimes opted to weaken a story and retain my humanity.

I hadn’t thought of Bill in a long time, until a reporter — I’ll call her Laura — came to me at the break in a seminar and posed this situation.

Laura had been interviewing the mom of a newsmaker. The idea for the story was inspired. Everything possible had been written about this newsmaker, everyone had interviewed him, he had exhausted all of his colorful quotations and profound insights.

So Laura, thinking creatively, called the mom, wondered whether mom would give a different view of her son, and mom said, “Sure, come on over, we can talk.”

In the interview, mom volunteered a fascinating anecdote about her son, an anecdote that the note-taking Laura immediately recognized as the cornerstone of her story. But, as soon as mom said it, she followed with the dreaded words: “But you can’t use that in the newspaper.”

In an instant, Laura went from euphoria to deflation. She knew that, technically, she could use the anecdote. Mom, bless her naivete, hadn’t gotten Laura to agree that the anecdote was off the record, so clearly, Laura could have done the Bill thing and burned mom.

But Laura’s heart overruled her scoop lust. The anecdote stayed hidden in the notebook.

As Laura was laying out her experience, I grimaced, and Laura took that to mean I thought she should have used the anecdote.

“No,” I said, “that’s not the case. I grimaced because I, too, have let sources off the hook, no doubt to the detriment of some of my stories.”

We’ve all been in that situation. Here are some ideas for handling it.

First, if the source is savvy and experienced, and he or she tries to talk you out of using something that slipped out, ask yourself: How valuable is the material to the story?

Obviously, if the fact or quotation is of little value anyway, you may agree not to use it. In other words, if it is funny or embarrassing, but otherwise does not help develop the story’s theme, leaving it out seems reasonable. But judge the fact or quotation on its value, not on your sympathy for the source.

Do not lose an important news story just so you can keep a savvy source happy.

Second, if the source is unaccustomed to reporters’ attention, the issue is more sticky.

Try reasoning with the source. Let’s say you’re interviewing the mom Laura interviewed, you get the same juicy anecdote, and mom asks you not to use it.

Start by saying, “Oh, geez, that’s really good, really revealing. If I use it in the story, it’ll help readers understand your son. Don’t you see that it will make him sound very human?”

If that doesn’t work, temporarily relent. But later, call mom and say, “You know, I’ve been thinking about that anecdote, and if I leave it out, readers will be missing something valuable. That anecdote makes your son come alive. I hate to write a story without it.”

Subtly, you’re implying you may not write any story unless you may use the anecdote.

The theory: When you were with mom, you planted the seed that the anecdote was special, so after you left, she probably thought about what you said. Maybe you had edged her toward agreeing, but she wouldn’t make the first move to call you.

Further, if she thinks you’re thinking about abandoning the story, she may soften even more.

Another option is actually to write the anecdote as it would appear in the story, then read it to mom over the phone.

Inexperienced news sources often cannot visualize how a fact, a quotation or an anecdote will look in the newspaper, and they assume the worst. If you show mom you’re handling the anecdote responsibly, her misgivings may evaporate.

One other possibility: If you’re losing the battle anyway, ask mom to call her son to see whether he minds if the story includes the anecdote. The odds are you’re going to lose, but letting the son know you know about the anecdote may help. He may think, “What the heck, if a reporter already knows about it, it’s bound to come out eventually, so why not just let it out?”

Or, the son may tell mom he thinks the anecdote is harmless, and she’ll let you use it.

Of course, if you’re interviewing Bill’s mom, use the anecdote no matter what she says. And call me. I have some really juicy stuff to add to any story about Bill.

THE FINAL WORD: I recently paid $6 for “Interpretive Reporting,” a 1938 textbook by C.D. McDougall, a journalism professor and the kind of cranky editor we all need.

I loved the section in which McDougall condemned “journalese,” phrases reporters invented, then beat to death. Back in the ’30s, one of our oft-repeated phrases apparently was “cynosure of all eyes.” A “cynosure” is a person or thing that is the center of attention or interest.

Hmmmmm, McDougall’s criticism seems to have killed that cliche.

Writing coach Jim Stasiowski welcomes your question and comments. Call him at 410 247-4600 or write to 5812 Heron Drive, Baltimore, Md. 21227.

Pressing Issues
Don’t Make Me Speak in Public
by Randy Hines

Mississippi reporters and editors are word specialists. Consider some of the names used to describe your occupation—journalists, columnists, writers, wordsmiths, authors, scribes. Some of you may have entered the profession because you prefer to do your talking with the printed product. Others may be outgoing and enjoy public interaction.

But whatever side you’re on, speaking in public is not something most Mississippi journalists—or others—particularly enjoy. According to several studies, in fact, speaking before others ranks as the number one fear facing Americans.

Such research is what prompted Jerry Seinfeld to banter: “So if you’re going to a funeral, you’re better off being in the casket than giving the eulogy.”

Even those who frequently speak in public with what appears to be the greatest of ease may not have a lot of natural talent.

Speech anxiety can never be eliminated. But it can be kept under control. In fact, experts think stage fright can help you perform better. It keeps you alert and mentally on your toes—similar to an actor before a performance.

Since Mississippi newspapers want to identify with their readers and develop brand identification, it’s only natural that getting employees out in front of audiences is a necessity.

Despite what you may have heard about speeches, you’re allowed to use notes. In fact, having them in front of you will probably make you less nervous. Nevertheless, practice your speech out load several times before its delivery. Knowing your material will help you relax. A major reason for the rehearsal is to spot tongue twisters that somehow hide while on the page.

Sure, you may still be sweating like a bull rider in the July rodeo, but the audience won’t notice. They are just happy you are speaking instead of them.

If you have the time, try to make sure any equipment you’ll need is working. That could include projectors, computers and microphones. But if something’s not working, do your best to deliver your message, even without the wonderful PowerPoint presentation you prepared. And if the PowerPoint is your forte, try to avoid looking at the screen rather than your audience.

Being in a panic will not help you minimize anxiety. So arrive early and relax. Find out who will introduce you and give that person your short bio. It’s better for you to write that yourself so you control the topic and the timing.

Since you’re already the expert writer, don’t forget those basics when you compose your speech. Use short words, short sentences and informal language. Remember, this time you’re writing for the ears, not the eyes. So keep the flow of words simple to understand.

When you get asked to speak, determine who your audience will be. That helps you visualize the people in your audience as you write your speech. I once was told I would be talking to business executives. Unfortunately, the program coordinator forgot to tell me that they were all retired. My prepared speech on the latest business communication techniques for the office would have fallen on deaf ears.

You should also find out about the length of your speech. Many seminaries today are training future clergy to keep sermons to 20 to 25 minutes long. It’s always better to have your audience wanting more than to be looking at their watches.

To capture their attention from the start—otherwise you’ve already lost them—open with a quotation, anecdote or humorous story. Be careful of jokes, however. They can backfire and get you and your newspaper in trouble. Better to make yourself the butt of the tale than your publisher, an audience member or the sponsoring organization.

Many newspapers have discovered the value of having its own speakers bureau. People throughout the publication—advertising, circulation, production and editorial—can share their vocation and hobbies with the community. But make sure your paper promotes it diligently throughout the region. You can do that with house ads in the paper, mailings, a brochure and your paper’s Web site.

Who knows? Maybe next July 4 you’ll be volunteering to speak at a community event.

# # #

Dr. Randy Hines teaches in the Department of Communications at Susquehanna University in Selinsgrove, Pa. He can be reached for workshops at randyhinesapr@yahoo.com or (570) 372-4079.

Katrina: Before and After is a perfect complement to Katrina: Eight Hours That Changed the MIssissippi Gulf Coast Forever. Told through exclusive color photographs, this tabletop book by The Sun Herald in Biloxi documents Hurricane Katrina’s impact on the Mississippi Coast by capturing homes, businesses and other locations before and after the worst natural disaster in American history.

The first Katrina book, Katrina: Eight Hours That Changed The Mississippi Gulf Coast Forever, is still available. This four-color, hardbound book is a “must-have” book for every Katrina survivor, and for those who want to understand this terrible natural disaster. We begin with a reminder of what the beautiful Coast looked like before the storm. Then we take you through Katrina’s arrival and those first shocking days after the storm. We end with the story that’s actually just beginning: the rebuilding, recovery and renewal. The story is told in words and exclusive photos from Sun Herald reporters and photojournalists who covered the storm.

Order your copies online now. Sun Herald subscribers save $5, and pay just $24.95 (non-subscriber price is $29.95), plus $5 shipping/handling per book.

Order both books and Sun Herald subscribers can save $10.

A portion of all sales will be donated to the Mississippi Hurricane Relief Fund.

Or you can order via phone by calling 1-800-591-2097

Katrina: Before & After is 160 pages, hardcover, measures 11 x 9 inches, and will begin shipping in July.

Katrina: Eight Hours That Changed The Mississippi Gulf Coast Forever is 120 pages, hardcover, and measures 11 x 9 inches. Please allow two weeks for delivery.

Updated June 2, 2006:
Compelling reporters to testify, and, in particular, to reveal the identity of a confidential source, will restrict the flow of information to the public. To protect this public interest, while still advancing the public interest in having reporters testify in certain circumstances, Sens. Richard Lugar (R-IN), Arlen Specter (R-PA), Christopher Dodd (D-CT), Lindsey Graham (R-SC) and Charles Schumer (D-NY) have introduced S. 2831, the “Free Flow of Information Act of 2006.” Reps. Pence (R-IN) and Boucher (D-VA) have also introduced H.R. 3323, similar federal shield law legislation in the House.

Read More…

The Dieringer Research Group’s American Interactive Consumer Survey has been in the forefront of exploring the Internet’s impact on shopping behavior in the U.S. Yet, until now, the impact of print and online newspapers hasn’t been quantified.Thanks to NAA’s participation as a sponsor in the 2005 survey, we now know that even as the Internet grows in importance for discerning shoppers, local print newspapers remain top of mind for local purchases by a wide margin.

Read More…

Southern Circulation Managers Association Holds 78th annual Conference
By Steve Learn
Publicity Chairman SCMA

The Southern Circulation Managers Association (SCMA) held their annual conference in Chattanooga, Tenn. with the Chattanooga Times Free Press acting as the host newspaper. More than 200-circulation executives met at the majestic Sheraton Read House Hotel April 30 for the four-day conference where the latest ideas and innovations in distribution, marketing and newspaper management were shared from notable experts in the industry. President Dan Nausley, Circulation Director David Enoch and Circulation Manager Barry Pearcy from the host newspaper made sure that every attendee experienced the true southern charm that Chattanooga has to offer.

For the past 77 years, SCMA has continued to provide a network of support to newspaper circulation managers. SCMA is a non-profit association of more than 450 executives and top circulation managers from six states: Tennessee, Alabama, Mississippi, Georgia, Florida, and Louisiana.

At the conference outgoing Chairman of the Board Dennis Dunn, circulation director for the Anniston Star in Anniston, Ala., turned his position over to out going President Jeff Deloach. Jeff is vice president of circulation for the Corpus Christi Caller-Times and also holds the title of circulation compliance director for the E.W. Scripps Co. Dale Long moved up to president of SCMA. Dale is a 12-year newspaper veteran from The Greeneville Sun in Greeneville, Tenn.

Guest speakers included Zack Wamp, U.S. Congressman gave the opening remarks: Commander Scott Waddle (Ret.) of the USS Greeneville Topic:
“Failure Is Not Final”; Al Smith, vice president of circulation for Cox Newspapers was a panelist on a round table discussion focused on
“Circulation – Are We on the Right Track?” and spoke himself on “The Future of Circulation”; Gregg Jones, Jones Media Inc. Round Table Discussion “Circulation – Are We on the Right Track?”, ”Dan Nausley, Chattanooga Times Free Press Round Table Discussion “Circulation – Are We on the Right Track?”, John Mellott from The Atlanta Journal-Constitution was a panelist on a round table discussion focused on “Circulation – Are We on the Right Track?”, John Murray, Newspaper Association of America was the round table moderator for a round table discussion focused on “Circulation – Are We on the Right Track?” and gave an update on N.A.A; Joe Salomone from the Audit Bureau of Circulation updated everyone about rule changes for ABC; JoAnn Reed, CNHI was a panelist on a round table discussion focused on
“Circulation – Are We on the Right Track? ”Dan Nausley Round Table Discussion “Circulation – Are We on the Right Track?”, Jessee Ashby and
Kristy Pippin of the Chattanooga Times Free Press Topic: ”Sales Training – Door-to-door and Kiosk”; Mark Hunt from King & Ballow “Keeping the Independence; LuShep Baldwin from Jones Media Inc. Topic: “How Can NIE most Benefit Our Newspaper”; Gene Campbell, G & V Campbell Inc. was the “Master of Procession” for the Parade of Advertisers; Keith Petty Winston Salem Journal, Topic: “Real Value of Acquisition and Retention”; Don Gulick Topic: “Home Delivery Sales – Quality vs. Quantity” from The Atlanta Journal-Constitution; John Aramini, Aramini Management Topic: “Effective Project Team Planning to Meet Customer Needs”; and Doug Davis, Daytona Beach News Journal Coordinated the “Hot Idea Breakfast.”

The prestigious William C. Green Jr. award was given posthumously to James McDonald, former circulation director of the Huntsville Times, and was accepted by his wife and daughter Bonnie and Amy McDonald Harper. McDonald was a loyal, longtime member of SCMA, who was struck down with Lou Gerhig’s disease in 2001.

Also honored for his years of dedicated service to SCMA was Frank Maier, circulation director of the Huntsville Times in Huntsville, Ala. He was awarded the Clarence W. Bevinger award.

Former SCMA presidents in attendance included Tommy Knowles, Frank Maier, Glen Tabor, Dennis Dunn, Darrell Jones, Tom Sheppard, Don Cunningham, Marshall Andrews, Doug Davis, Vadis Wylds, Bob Dobson, and Tom Sherrill.

It was announced that the 2007 conference will be held in Daytona, Fla. with Circulation Director Doug Davis of the Daytona Beach News Journal, serving as the host newspaper. Next year’s conference will be held at the Hilton Daytona Beach Ocean Front Resort from May 20 -May 23, 2007.

by John Heys | Illustration by Ben Garvie

Long coveted as a potential source of new readers, 18-to-34-year-olds largely remain an enigma to the newspaper industry. Prized by many advertisers, marketers and media companies as a demographic gold mine, these elusive young adults continue to read the daily paper at rates lagging behind their elders.

The problem, according to audience development experts, is that many newspaper executives are asking themselves the wrong question. Reaching young adults isn’t only a matter of “how,” they say, but, more importantly, a question of “which.”

“Eighteen to 34 is just way too broad a demographic,” says Barbara G. Cohen, president and founder of Kannon Consulting in Chicago. “Which 18-to-34-year-olds?”

To be sure, the “young adult” group is as diverse as it is attractive, with everyone from high school seniors to young working couples to those starting families falling within the often-cited 18-to-34-year-old mix. As a result, newspapers must employ equal parts art and science in figuring out which groups to target and which media platforms to invest in. [More…]

Eighth Consecutive Quarter of Double Digit Online Increases;
Print and Online Newspaper Advertising Up 1.8 Percent;
Real Estate advertising climbs more than 26 percent
Vienna, Va. - Advertising expenditures for newspaper Web sites increased by 34.9 percent to $613 million in the first quarter versus the same period a year ago, according to preliminary estimates from the Newspaper Association of America. Print and online expenditures together totaled $11.1 billion for the first quarter of 2006, a 1.8 percent year-over-year increase. Spending for print ads in newspapers totaled $10.5 billion, up 0.3 percent versus the same period a year earlier led by strong gains in real estate advertising. [..More]

June 5-6 - Denver
Grow audience. Expand into new markets. Develop new print and digital products. These are orders of the day for newspaper executives everywhere. Join with your colleagues as NAA brings you all of the latest audience retention and growth practices at the Growing Audience Seminar. Formerly known as the Readership Conference, the Growing Audience Seminar expands the focus of that event with sessions on the shifting media landscape, best practices in new media formats, core product innovation, latest audience research and more.

Read More…