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ANA 2014 Fall convention gearing up ANA News

Arizona Newspapers Association

Arizona Associated Press Media Editors

Society of Professional Journalists

Hope you are as excited as we are!

The 2014 ANA Excellence in Advertising and Better Newspapers Contest Awards and Fall Convention are ­slated for September 18–19, 2014.

This year’s convention kicks off with a hosted happy hour and special presentation

by John Marling of Pulse Research for agencies, ad-

vertising managers and sales execs – September 18, 5 p.m. – 7p.m.

The convention continues on ­Friday, September 19 with training for designers and art department staff with well-known director of the Institute of Newspaper Technology, Kevin Slimp, followed by the ­Advertising Awards Luncheon at noon. ­Saturday, September 20, will be a day full of training and events. The ANA ­Annual Meeting and FOI Awards ­Luncheon will be at noon. ­Partnering with us on the FOI awards is SPJ and APME. Finally, wrapping up the ­convention with the BNC Awards Reception

ANF 2014 scholarship ­announced, ANA membership ­donations help Arizona students ANA News On May 5, The Arizona Newspapers Foundation, Inc. announced its scholarship program available to Arizona college students majoring in Journalism.

This summer, ANF will award scholarships to students attending Arizona State University, University of Arizona or Northern Arizona University full-time. Students must have completed at least one term and have one term remaining before graduation Complete scholarship information, including award ­criteria and an ­application for Fall 2014 awards, are posted online at http://goo.gl/c1DPKc. The deadline for applications is July 29, 2014. Recipient(s) will be chosen by a selection committee and notified by August 11, 2014.

Read companion story on page 6

Green Valley News and Phoenix Business Journal, new publishers ������������������� page

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NNA Postal Chair, increase circulation with mail sampling ����������������������������page

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from 5 p.m. – 7 p.m.

Other featured speakers and ­trainers for this year’s convention also include: Janet DeGeorge, Mark Scarp, Jim ­Stasiowski, Brandon Quester, Kristin Gilger, David Cuillier and Kelli Flint of Constant Contact.

This year’s convention will be held at: Chaparral Suites Resort, 5001 N. ­Scottsdale Road, Scottsdale, AZ. The Advertising & BNC entry ­packets have been mailed. If you haven’t received yours yet or need another copy please click on the link below to download http://bit.ly/1qJmi8W. We’re looking forward to another great year of participation in 2014!

Seeking judges for WPNA contest!

We need our membership’s help in judging the 2014 Washington ­Newspaper ­Publishers Association’s (WNPA) Better Newspapers and ­Advertising Contest.

We will need about 30 editorial ­judges and 20 advertising judges.

You and your staff will benefit from this great ­learning experience, and you might just find new ideas for your ­newspaper.

Sample of categories to be judged: Editorial, Writing, Sports, Photography, Design and much more.

Act now! You don’t want to miss this opportunity!

WHEN: Judging timeline, June 18 – July 11, 2014 Sign-up form on page 15

Newspapers asked to help find Vietnam Veterans’ photos ���������������page

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Green Valley News, Sahuarita Sun name new publisher R e b e c c a ­ radner has been B named publisher of the Green ­Valley News and Sun, and the ­Sahuarita Sun. She also will be co-publisher of the Santa Cruz Valley Sun. Rebecca Bradner Bradner brings Publisher, a wealth of Green Valley ­experience on News and Sun; Sahuarita Sun the advertising side of digital and print ­media with career stops that ­include the Las Vegas Review-Journal, Monterey (Calif.) County Herald, ­Pulitzer ­Community Newspapers in St. Louis, and Tucson.

Bradner said she looks forward to getting involved in the community and meeting with readers and advertisers.

“I am excited to be joining the Green Valley News and Sahuarita Sun,” she said.

“Editor Dan Shearer and the rest of the

team deliver high-quality ­newspapers; I am proud to be ­associated with them.

The Wick family and other company executives have dedicated themselves to providing great ­newspapers in great communities. I am thrilled to join them in this pursuit.”

Bradner has long been known as an industry leader and ­innovator in ­advertising and classified ads, ­especially during challenging times for newspapers across the country. In 2010, she was presented the Charles Horn Memorial Award for outstanding achievements in classified advertising and contributions to her community, her newspaper and the industry.

Bradner, who takes her new post April 8, is moving to Green Valley from Jacksonville, Fla., with her husband, Scott.

Longtime publisher Pam Mox retired in March after 24 years with the Green Valley News & Sun. Reprinted with permission/Green ­Valley News and Sun.

Phoenix Business Journal names Ray Schey as new publisher

Ray Schey Publisher, Phoenix Business Journal

Ray Schey has been named publisher of the Phoenix Business Journal.

He takes over for Don Henninger, who has retired as publisher after 17 years with the newspaper. Henninger had served as publisher since 2001, and as edi-

tor before that.

“I’m delighted to be in Phoenix and working here at the Phoenix Business Journal,” Schey said. “There is such great history here, coming up on 35 Page 2 | ANAgrams ■ May 2014

years in 2015. The heritage and the success the Business Journal has had here in the community and what it’s represented to the business community is very admirable. I’m just thrilled to be part of it and, hopefully, to bring this to the next level.”

Schey, 53, brings 27 years of sales and advertising experience to the Phoenix Business Journal, serving for the past year as advertising director of the Milwaukee Business Journal, a sister publication. Before that, he was in a similar position at the Rochester Business Journal in New York state.

He has been tapped by executives at parent company American City Business Journals as a rising star, generatContinued on page 4

ANAgrams is a quarterly e-publication produced by the Arizona Newspapers Association 1001 N. Central Ave., Suite 670 Phoenix, AZ 85004-1947 (602) 261-7655 / office • (602) 261-7525 / fax www.ananews.com ANA Staff Paula Casey Executive Director / ext. 102 p.casey@ananews.com Julie O’Keefe Communications Manager / ext. 110 j.okeefe@ananews.com Sharon Schwartz Network Advertising Manager / ext. 108 s.schwartz@ananews.com Cindy Meaux Ad Placement Manager / ext. 112 c.meaux@ananews.com Liisa Straub Accounting Assistant / ext. 105 L.straub@ananews.com

The Arizona Newspapers Association (ANA) was established in 1930 and incorporated in 1956. It is the successor to the ­Arizona Press ­Association of 1905, and the ­Arizona Daily Newspaper ­Association of 1922. The ­Association is governed by an 11-member board of directors elected by the member newspapers. The ANA is a ­nonprofit trade association representing more than 115 A ­ rizona newspapers.

ANA Board of Directors President Joni Brooks Publisher – The Yuma Sun 1st Vice President Don Rowley Publisher – Arizona Daily Sun 2nd Vice President Donovan M. Kramer, Jr. Co-Publisher – Casa Grande Dispatch 3rd Vice President Kit Atwell Executive VP – Western News&Info, Inc. Secretary / Treasurer Phil Vega Publisher – Sierra Vista Herald Chris Stegman VP Advertising – The Arizona Republic Bill Toops Publisher – Glendale Star/Peoria Times Manuel Coppola Publisher & Editor – The Nogales International Charlene Bisson Publisher – Sun City Independent, Sun City West Independent, Surprise Independent, Peoria Independent, Arrowhead Ranch Independent and Sun Life Magazine.

Chase Rankin Publisher Arizona Daily Star Past President Pam Miller Publisher – Verde Independent/The Bugle

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Ray Schey Continued from page 2

ing revenue at both of his previous publications during very challenging economic times.

A native of Rochester, New York, Schey said he is looking forward to getting year-round time on the golf course, something he couldn’t do in Wisconsin or New York.

This might give him a chance to improve his 18 handicap and close some deals on the golf course at the same time.

He said his wife of 24 years, Becky, a business manager in the hospitality industry, also looks forward to moving to a warmer climate. Their 23-year-old son, Tyler, also plans to move here to pursue a career in political science.

Their daughter, Rachel, 21, plans to begin work on a Ph.D. in psychology in Chicago.

Schey’s 27 years of experience in advertising sales spans radio, television and print. Early in his career, he worked at Clear Channel Radio and Entercom Communications.

He is known for his ability to bring new revenue ideas to the table, but he says his secret to success is surrounding himself with a motivated team.

Making the environment fun is crucial, he said.

“You have to let your hair down a little bit,” he said.

Schey can be reached at rschey@bizjournals.com.

To see a video interview with Schey visit this link: http://bit.ly/RPX6h7. © Phoenix Business Journal 2014.

Connect with us http://on.fb.me/RUupQo

http://bit.ly/1i4mWob

Page 4 | ANAgrams ■ May 2014

Innovation grants for Cronkite alumni in newsrooms Cronkite News The president of the John S. and James L. Knight Foundation announced the establishment of a special $250,000 grant for Arizona State University journalism graduates to accelerate innovation in newsrooms across the country.

Alberto Ibargüen, Knight Foundation president and CEO, made the surprise announcement during the Walter Cronkite School of Journalism and Mass Communication’s spring convocation ceremony Thursday night at ASU Gammage in front of 255 graduating students and nearly 1,700 guests.

Ibargüen, who leads the nation’s largest funder of journalism and media innovation, said the opportunity grant would offer up to $15,000 to any Cronkite graduate working in a newsroom, who proposes an innovative way to advance digital reporting and storytelling.

“We’ve been waiting for (this) generation of digital natives, driven to tell stories, to become the leaders of newsrooms in America,” he said, “and maybe this will help that generational turn go even faster.”

Ibargüen discussed disrupting the status quo in newsrooms across the country to promote innovation. He challenged Cronkite graduates to lead the change with the new grant, which will give them the financial support needed to pursue transformative ideas in newsrooms.

“Think of this grant as a quarter-million dollar bet that you have the drive and imagination to lead in the digital era,” he said. “So, go forth and accelerate disruption.”

During his keynote address, Ibargüen shared his thoughts on freedom of speech in the digital era. He said universities and foundations should consider ways to keep speech free on the Internet.

“It is troubling that we could end up with a licensing of speech on the Inter-

Knight Foundation President Alberto Ibarguen gave a stirring speech, May 15, at ASU’s convocation.

net, unless we firmly establish, while still at the beginning of Internet, that the applicable law should be like that of newspapers,” he said. “In other words, that we are free to speak, not free to be allowed to speak.”

Cronkite Dean Christopher Callahan said Knight Foundation has helped create some of the school’s most important programs, providing nearly $10 million in support. Knight-funded programs include: Carnegie-Knight News21 — A national fellowship program where top journalism students from across the country conduct national investigations into issues critical to Americans and showcase their findings in innovative ways on the Web. Public Insight Network Bureau — A specialized news bureau where students work with professional news organizations to deepen their connections to audiences.

Continued on page 16

Potential SCOTUS decision on Risen’s certiorari petition could impact federal shield legislation Please share with your newsroom ANA News NAA wanted to provide you and your colleagues with notice of a potential decision by the Supreme Court that could impact consideration of federal shield legislation in Congress and whether a reporter would be able to protect a confidential source in federal court.

• The case of New York Times reporter James Risen highlights the continued need for a federal shield law. As early as June 2, the Supreme Court will decide whether it will hear Risen’s appeal (the court will consider his petition for certiorari). If the Supreme Court denies his cert. petition, Risen may be held in contempt of court and could face jail time or fines if he refuses to reveal the identity of his confidential source(s).

• If the Supreme Court denies Risen’s cert. petition, the U.S. Court of Appeals for the Fourth Circuit’s opinion will remain in effect. Last year, the Fourth Circuit ruled that there is no First Amendment or common law reporter’s privilege to protect confidential sources in criminal cases in federal court.

• In 2006, Risen published a book entitled “State of War” in which he discussed Operation Merlin, a botched CIA plot to disrupt Iran’s nuclear program that may have actually given the Iranians valuable nuclear technology.

The public had a tremendous interest in learning that the CIA undertook such a risky operation – and failed. As Judge Gregory said in his dissent in the Fourth Circuit opinion, “The newsworthiness of the leaked information appears to be substantial.”

• Risen’s reporting was based on classified information given to him without authorization by confidential source(s).

The Justice Department investigated the leak and filed criminal charges under the Espionage Act against former CIA agent Jeffery Sterling. Although the Justice Department has significant evidence against Sterling, including communications evidence, the federal prosecutor nevertheless subpoenaed Risen to testify at trial about his confidential source(s).

• If the Supreme Court denies Risen’s cert. petition, there will be increased focus in Congress on the federal shield bill that is awaiting action in the U.S. Senate. The courts have consistently called on Congress to pass a federal shield law.

The Supreme Court in the 1972 case Branzburg v. Hayes said, “Congress has freedom to determine whether a statutory newsman’s privilege is necessary and desirable and to fashion standards and rules as narrow or broad as deemed

necessary to deal with the evil discerned and, equally important, to refashion those rules as experience from time to time may dictate.” Similarly, the Fourth Circuit in the Risen case said that Congress, rather than the judiciary, “can more effectively and comprehensively weigh the policy arguments for and against adopting a privilege and define its scope.”

• The Senate Judiciary Committee passed the Free Flow of Information Act (S. 987) last September on a 13-5 bipartisan vote. Had the Free Flow of Information Act been law when Risen was subpoenaed, Risen would have had a fighting chance to protect his confidential source(s) – a chance that Risen did not have under existing Fourth Circuit precedent.

• The Free Flow of Information Act would create a qualified reporter’s privilege, enabling federal judges to balance the interests at stake – the public interest in protecting the confidential source and facilitating the free flow of information to the public and the public interest in compelling the reporter to testify.

• In the bill, the national security exception to the privilege in leak cases (Section 5) is limited to preventing future harm; and the risk of future leaks by the confidential source is not, by itself, sufficient to compel a reporter’s testimony. In other words, a reporter would be compelled to testify about the identity of a confidential source only if the government proves, by a preponderance of evidence, that forcing the reporter to testify “would materially assist the federal government in preventing or mitigating an act of terrorism or other acts that are reasonably likely to cause significant and articulable harm to national security.”

• Risen’s book was published years after the alleged CIA operation. Under the Free Flow of Information Act, the government would have had to prove that compelling Risen to testify would prevent or mitigate some future harm to national security. And for those who, rhetorically, are concerned about the past harm caused by the leaked information in Risen’s book, Judge Gregory responded in his dissent: “The government has not clearly articulated the nature, extent, and severity of the harm resulting from the leak.”

• If the Supreme Court denies Risen’s cert. petition, Congress must finally enact concrete legal standards for when reporters can and cannot protect confidential sources. The time has come for Congress to pass clear rules that would protect the public’s right to know.

May 2014 ■ ANAgrams | Page 5

Scholarship donations help students The Arizona Newspapers ­Foundation was formed late in 1997 to give ­newspapers an opportunity to assist journalists on a new level.

The Foundation focuses on ­education with scholarships and through its ­alliance with the Arizona Interscholastic Press Association.

The Foundation has made donations to the AIPA ­Summer Journalism Workshop at Northern ­Arizona University and the Minority Students Workshop.

The ANF has also began accepting donations for the Endowment and Journalism Support Fund. The goal is to reach $1 million to use for support of the journalism schools in Arizona’s three state universities.

Donations and endowment gifts ­provide security over the long term.

Our goal is to build a strong ­endowment fund to create the financial base we need to train and educate Arizona’s next generation of reporters.

The earnings from your gift are ­divided among Arizona’s three state universities: Northern Arizona ­University, ­Arizona State ­University and the ­University of Arizona. With your ­donation, you ­ensure that

­ rizona ­continues to grow as an A ­outstanding place of higher ­education in ­journalism.

For more information please visit the ANF page on the ANA website at: http://goo.gl/c1DPKc.

Why support the Scholarship?

Please meet last year’s student-recipient.

Through his own words, you can learn just how important your donations are.

Amer Taleb, the 2013 ANF award winner, is a rising senior in the University of Arizona’s School of Journalism.

From single assignments to full-time internships, he has gained work experience with m o re t h a n 1 5 o rga n i zat i o n s , Amer Taleb including: CNN, The U of A New York Times, The 2013 ANF A s s o c i a t e d P re s s , Recipient The Nation, Scripps Twitter: Howard, and the UA’s @Taleb52 College of Law. Amer

also maintains a 3.9 GPA. He’s covered everything from U.S. Senate hearings to Supreme Court cases, and even a ­presidential ­inauguration.

Amer recently ­returned from a 9-day Roy W. ­Howard ­fellowship in Japan, an honor ­awarded to 9 of the top student journalists in the country. In June, he’ll be volunteering at a Mexican orphanage as part of a week-long service program, and will also continue working as a research assistant through the UA’s College of Law, where he is currently focused on issues related to democracy in Nigeria.

Amer is an alumni of The New York Times Student Journalism Institute, both a Chips Quinn and Arizona Press Club scholar, and a Department of Education FLAS fellow. He has been named the UA School of Journalism’s Junior of the Year, the College of SBS’ 2013 Distinguished Student, and has been invited to speak at countless university functions about his experiences in journalism, including the kickoff event for the largest fundraisContinues next page

The Foundation is a 501(c)3 ­charitable organization. Donation form can be downloaded from here: http://goo.gl/OX9HcZ Arizona Newspapers Foundation

- PLEDGE CARD Your pledge will fund scholarships and provide resources to train Arizona’s next generation of journalists.

□ This is my pledge for the 2014 campaign. □ $10 □ Check enclosed.

□ Bill Me

□ $20 Charge to:

□ $50

□ $100

□ Other:_________

□ VISA □ MasterCard □ AMEX □ Discover

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Page 6 | ANAgrams ■ May 2014

Fax to: 602-261-7525

ing campaign in the UA’s history.

How did you become interested in the field of journalism?

The primary catalyst was my familial background. My father survived the Lebanese Civil War, my mother born into severe poverty in Mexico, and my long-term aspiration had always been to help people out of the circumstances my parents were once in.

Through journalism, I felt I could work toward this end goal by shedding light on the struggles of impoverished and underserved populations.

Is there a peer, mentor or news professional that has inspired you most?

There are far, far too many people to name individually, but I would like to express my sincere and immense gratitude to every teacher, editor, coworker, classmate, friend and family member who has made my achievements possible.

From people in the University of Arizona’s School of Journalism to the Arizona Daily Star and Arizona Public Media, from CNN to The New York Times and Scripps Howard, I owe so much to so many, and I hope they know how much I appreciate everything they’ve done for me.

Is there an achievement that you’re most proud of now, while still in school?

Being quite possibly the youngest journalist to cover the landmark DOMA and Prop. 8 gay marriage oral arguments from inside the Supreme Court. There are innumerable experiences I’ve had in journalism that I’m both proud of and grateful for. But because of the magnitude of their historical, societal and legal significance, I’d put reporting on DOMA and Prop.

8 at the top of the list.

What are your post-graduation goals for your career?

Being a foreign correspondent in the Middle East for a major wire service is certainly near the top of the list. But for about the last 6 months, I’ve also been assessing careers in diplomacy, law, government and other forms of public service.

My love for journalism is as strong as it’s ever been, but my interests span a broad gamut, and I want to explore and see what else is out there. I’m also strongly considering attending graduate school after gaining a few years of work experience. In the end, I believe my pursuit of a post-graduation career will ultimately be dictated by the answers to two questions: 1) Which field of work do I enjoy the most? & 2) Given my skill set, which conduit enables me to help others in the most efficient manner?

What personal message would you tell our members about donating to the Arizona Scholarship Fund?

To every donor and supporter of the Arizona Scholarship Fund, I can’t begin to convey how profound of an impact you’ve had on my life. What you’ve done for me extends well beyond helping pay my tuition, you’ve

empowered me with the ability to pursue my dreams.

I cannot possibly repay you, but if I’m ever in the position to help students the way you’ve helped me, I promise I’ll return the favor, and honor your legacy. As I’ve mentioned in some of my previous speeches to donors, I graduated from one of the poorer schools in Tucson. That in just a few years I could go from Palo Verde High School to photographing President Obama in the White House speaks volumes about the power of a UA education, and the importance of the scholarships that enabled me to secure it. Everything I’ve done and all that I’ll become is a direct result of the generosity of people like you, and that fact has never been lost on me.

Thank you so much for everything you’ve done for me. For the rest of my life, I will always appreciate it.

WANTED:

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CONTACT: Paula Casey, Executive Director Arizona Newspapers Association 1001 N. Central Ave., Ste. 670 Phoenix, AZ 85004 602-261-7655 ext. 102 or p.casey@ananews.com May 2014 ■ ANAgrams | Page 7

An advertising lesson in Tombstone, Arizona One of the most memorable ads I’ve seen was a billboard on Highway 80 north of Tombstone. I was in southern Arizona on business and had some free time to make a side trip to the town where the Earp brothers and Doc Holliday had their famous gunfight in 1881 with the group known as the “Cowboys” at the OK Corral.

By John Foust The billboard promoted the TombAdvertising stone Motel with the simple line, “Rest Trainer in peace.”

That’s a phrase which wouldn’t work Raleigh, NC for any other business with any other name in any other town. But for a motel in an Old West town named Tombstone – with the main attraction being the site of a gunfight which has been the subject of movies and The top technology & design instructors in the world gather together once each year for three days of incredible training at the

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T E C H N O L O G Y

books – the line seemed entirely appropriate.

I didn’t spend the night in Tombstone and I’ve never met anyone who has stayed at the Tombstone Motel, so I can’t speak for that establishment. All I know is that – years after the trip – I still remember that billboard. I mention it here, because it illustrates some important principles of advertising: 1. Billboards can teach us a lot about advertising. Newspaper and billboard advertising face the same basic challenge of being readable and attracting attention at a glance.

As you drive, you have a few seconds to read a roadside sign in its entirety. And as you turn the pages of a newspaper or scan a web site, you have only a few seconds to decide if a particular ad is worth further reading.

If a message doesn’t communicate at a glance, it will miss the mark.

2. The best ads are targeted. Tombstone is a tourism destination. It’s a safe guess that a large number of out-of-towners traveling to Tombstone are planning on visiting the OK Corral, the Boot Hill cemetery and various buildings which have been preserved as they were when Wyatt Earp was Marshall.

It’s smart to appeal to those travelers’ knowledge of what made Tombstone famous. And it’s smart to place the sign on the road leading into town.

3. Uniqueness is an advantage. In the environment of Tombstone, Arizona, “rest in peace” does not appear offensive at all. Sure, it’s a little corny. But the slogan is not likely to generate outrage among consumers. On the other hand, can you imagine “rest in peace” in an ad campaign for Hilton or Marriott?

I think it’s safe to say the Tombstone Motel adopted a slogan that was uniquely theirs.

4. The best messages are simple. Obviously, “rest in peace” had a double meaning. While acknowledging the town’s well-known background, it suggested a reason to stay at the Tombstone Motel. With the combination of the headline and the motel’s logo, that simple sign communicated: (1) a clearly stated consumer benefit (rest), (2) a connection to history (the Old West), (3) the advertiser, and (4) the location (which was part of the advertiser’s name).

All of that was communicated in just a few words. In a few seconds.

That’s a worthy objective for all advertisers. (c) Copyright 2014 by John Foust. All rights reserved.

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

May 2014 ■ ANAgrams | Page 9

Increase circulation with mail sampling Using lowest in-county rates available Max Heath | NNA The value of sending sample copies to nonsubscribers/nonrequesters using your 10 percent in-county “sampling” entitlement is too-often Max Heath overlooked as a NNA Postal Chair growth tactic for both circulation and advertising. The nonsubscriber rules in the Domestic Mail Manual are

there to allow you to promote your newspaper to nonsubscribers and increase your mail delivery.

There are two key principles to remember in the postal rules.

1) If you want to use the preferred within-county rate, you must observe the 10 percent sampling rule explained below; and 2) if you are willing to pay the “outside-county” rate for sampling over your 10 percent allowance, you can send many more copies for free so long as you abide by the 50 percent plus 1 rule, also explained below.

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If you do so much sampling that your newspaper is not mailed primarily to a paid (or requested for requester newspapers) list, you can lose your Periodicals permit.

Print subscriptions now compete with their own websites, paid or free, and other free news sites locally, regionally, and even nationally. Newspapers have to work harder to grow paid subscriptions.

Some papers have had success sampling a route or two at a time for two to four issues. Others choose to sample an entire ZIP code or the entire county at one time.

But either way, sampling addressed copies to 90 percent of the active residential addresses per route, or 75 percent of total addresses (includes businesses), on in-county routes earns you a relatively low 6.5-cent Saturation piece price (4 oz. paper entered at DU—Delivery Office). That compares to a 9.8-cent piece price for Basic (6-124 pieces per route) in-county, saving you one-third of the per-copy price.

Include a good offer to subscribe or renew in each sample copy. For those worried about offending current subscribers, make the offer two-tiered, with a higher discount level for new subscribers, and another lower one for renewals. A flyer with coupon works better than ROP ads. But use a coupon, regardless. Requesters cannot offer an incentive, but can offer up to 3 years subscription for a request.

The more in-county subscriber/requester copies you can build and retain, the greater your sampling privilege is to sample at in-county rates in the future, without paying outside-county rates for nonsubscriber/nonrequester copies sent above the 10 percent rule.

Review of postal sampling rules Domestic Mail Manual 707.7.9.3 specifies that in-county eligible Continued on page 14

Nationwide search for Vietnam veteran photos, newspapers come to aid A few months ago, the VVMF (Vietnam Vet Memorial Fund) issued a news release about their efforts to locate the ­photo of all 58,286 soldiers listed on the Vietnam Memorial wall in ­Washington D.C., called the “Faces Never Forgotten” project. They are building a new ­Education Center near the existing memorial wall on the National Mall. Construction for the facility is planned to start in 2016 and be completed for a grand opening in 2019.

The new building will include an ­electronic “Wall of Faces” ­corresponding to the names on the wall.

So far, the VVMF has collected 34,000 of the photos and still needs to find ­approximately 24,000 photos of ­soldiers listed on the Vietnam wall.

From the list, we see that at least 300 photos are missing for Arizona ­soldiers.

It goes without saying that ­newspapers offer the best means for

reaching their local audiences.

To that end, each of the Newspaper Press Associations across the country have been asked to participate by for-

Weeklies make front page at D.C. Newseum

Members e-mailed about 130 front pages to Newseum and followed up with Facebook posts and tweets. They used the hashtag #frontpageblitz.

The Newseum changed its policy about the exhibit later that day.

Jonathan Thompson, senior manager of media relations at the Newseum, said there were conversations about ­including weekly newspapers before the front page blitz.

But the blitz sure made some noise.

“We heard the papers loud and clear and decided that that was going to be when we decided to include weeklies,” Thompson adds.

The society says it is pleased that the Newseum decided to include weeklies.

Photo: Wikimedia Commons

The International Society of ­Weekly Newspaper Editors organized a “front page blitz” April 17. It was the birthday of the late McDill “Huck” Boyd, a legendary small-town publisher in Kansas.

warding the necessary information on to its member newspapers in an effort to locate photos from the readership area.

Ideally this project will also support any upcoming Memorial Day content published by newspapers, as well as serve to fulfill a civic mission.

Soldiers since 911 will also be honored

in the new center. More ­information about this project can be found at http://www.vvmf.org/Wall-of-Faces/.

Starting this Memorial Day, the goal is to collect the missing the photos and have them sent to the VVMF by ­November 11, 2014 or Veteran’s Day. It is the very least we can do to show our honor and love for these American soldiers.

This is the ANA publisher’s-only link, http://bit.ly/1l4JgQM, that has an ­Excel file of missing photos of Arizonans, a sample news brief for publishing and a public link you can publish for your readers.

Your support of this nationwide ­effort would be greatly appreciated by so many.

See page 15 for wire copy ­commemorating D-Day (June 6)

“Weeklies felt a little like Rodney Dangerfield,” says Chad Stebbins, the executive director of the society, which is based at Missouri Southern State University in Joplin. “We don’t get no respect.

“We need to be recognized outside of our communities for our numerous contributions,” Stebbins says. “It seems that everyone reads their local weekly just to find out what is going on with their neighbors’ children, the sports teams, the obituaries and the births.”

The Newseum also will worked with weeklies in an exhibit that opened May 16.

First Published: May 08, 2014 / www. naa.org May 2014 ■ ANAgrams | Page 11

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Page 12 | ANAgrams ■ May 2014

Political advertising: Don’t forget the ‘ask’ Another election season­ is under way, and newsrooms are gearing up for campaigns that last weeks and even months.

Coverage will Jim Pumarlo consume the news pages from Newspaper Consultant and candidate profiles Trainer and community forums to photo requests and letters to the editor.

And don’t forget the steady barrage of press releases.

Step-by-step coverage of political campaigns likely prompts more than one publisher to utter: Why are we ­giving the candidates all this free ­publicity? Where are their ads?

A first response: Have you approached the candidates? Better yet, are you ­prepared to pitch an ad ­campaign?

In other words, does your ­newspaper have a plan to introduce yourselves to the candidates and promote how you can generate attention for their ­campaigns?

It’s important to remember that many candidates are novices to the ­political arena, especially when it comes to launching and running a campaign. This is especially true in local campaigns. Newspapers have an ­opportunity to be a key adviser in how they organize and spend their ­advertising dollars.

One of the first orders of ­business in organizing election coverage is ­convening a joint meeting of the news and advertising staffs. Reporters can familiarize sales representatives with the candidates and the issues. Ad reps can likely provide some valuable information for the news staff, too.

Here is one checklist as newspapers prepare to pitch political advertising.

Convene a brainstorming session, and

you’ll likely generate more ideas: • Introduce yourself to the candidates. Make an appointment to connect face-to-face as soon as they announce their candidacies.

• Familiarize yourself with the races and the issues. News and ­advertising departments should ­connect early in the election cycle and communicate regularly. Adjust ad ­campaigns as the issues change.

• Assign ad reps to specific races so they are comfortable with the ­candidates and the dynamics of the race.

• Create a separate tab on your ­ ebsite for election coverage. ­Promote w advertising and candidate messages here as well.

• Be aware of legislative and/or ­congressional seats in targeted or swing districts. Extra advertising dollars may be available from the ­respective political parties or specialinterest groups.

• Know your market share. Most community newspapers are the primary source of local news; make the argument that candidates should divide their advertising dollars ­accordingly.

Promoting a candidate is no ­different You should be first at the than promoting a new store or a new doorstep of the candidates, product. Candidates stand their best announcing why your newschance of securing votes if they are paper is in the best posiin front of their constituencies early tion to deliver consistent and and often. A successful advertising credible messaging for their ­campaign will introduce the ­candidates campaigns. and underscore what they bring to the table for their constituencies, • Understand who controls the the ­voters. advertising dollars. In local races, In that regard, newspapers should ­candidates themselves may over- be unabashed in promoting their see all aspects of the campaign. As ability to deliver those votes. Even in you ascend the political ladder – today’s fractured media landscape, ­legislative and congressional races, for ­community newspapers remain the ­example – most candidates may have­ primary source of local news. That’s campaign ­managers who control the underscored by MRI – Survey of the purse strings.

American ­Consumer: “Nationwide, • Be aware of key advertising newspapers have been ranked as the ­opportunities for maximum exposure media used most by the ‘Influential’ for the candidates. For example, when community. Local newspapers, overwill candidate profiles be published? whelmingly, still hold the largest share Will the newsroom be covering spe- of the adult ­audience in their market cific candidate forums? Identify the compared to any other local media.” editions when the reports will appear.

You should be first at the doorstep Will a Voter Guide be produced? of the candidates, announcing why • Organize your own candidate your newspaper is in the best ­position forum and seek sponsors. to ­deliver consistent and credible • Develop advertising packages. ­messaging for their campaigns.

Present candidates with the spectrum Jim Pumarlo writes, speaks and of opportunities from print editions provides training on community to audio and video on the Web to newsroom success strategies. He can social media channels. Present be reached at www.pumarlo.com yourself as a one-stop-shop for their and welcomes comments and quesadvertising needs. tions at jim@pumarlo.com.

May 2014 ■ ANAgrams | Page 13

Mail sampling Continued from page 8

­ ewspapers can mail 10 percent of the n in-county subscriber copies in a calendar year to nonsubscribers using the lower in-county rates. To estimate your entitlement, add the subscriber copies column, lines A1/A2 of your 3541 Postage Statement. Multiply times the number of issues in a year, and take 10 percent of that.

For example, a weekly with 3,500 average in-county mail subscriber copies can send 18,200 copies to nonsubscribers at in-county rates (3,500 x 52 = 182,000 x .10 = 18,200) in a year.

Double that for a twice-weekly paper.

A 5-day mailed daily earns 91,000 nonsubscriber copies at in-county rates under that formula.

Some vendors provide CDS (Computerized Delivery Sequence) files giving all addresses in a ZIP, for use by those mailing to non-subscribers only with specific addresses.

Alternatively, you may use the “simplified address” of “Residential Customer” (DMM 602.3.2.1.b) when sampling either rural or city routes. But you must mail to 100 percent of either active or residential addresses.

Newspapers are not required to duplicate subscriber copies when using simplified-address saturation mail.

Confusion may arise from a sentence in DMM 707.7.2 that states “If a subscriber or requester receives a simplified address copy in addition to the subscriber or requester copy, the additional copy is considered a nonsubscriber or nonrequester copy.”

Also, when sampling infrequently, a single issue can mail more nonsubscriber/nonrequester copies than subscriber copies. “…the one time or occasional circulation of nonsubscriber copies in excess of the number of subscriber copies cannot be the sole basis for a determination of noncompliance with the standards” regarding compliance with the 50 percent paid rule. (See Customer Support Ruling PS-228, third Page 14 | ANAgrams ■ May 2014

graph, at Postal Explorer website.)

Simplified address copies do not technically count as subscriber copies, though it would be just for those copies that would actually be subscriber copies to do so.

But remember that a newspaper cannot consistently mail more than 50 percent of its total distribution free.

Samples above 10% pay regular rates Those needing to sample above the 10 percent in-county rate ceiling pay regular (outside-county) carrier-route prices of 14.6 cents for Saturation piece price on Line C35 of the 3541, plus 14.6 cents per advertising pound and 12.3 cents non-advertising pound at DDU lines B1 and B14 when entered at DUs (delivery offices). The copies should be co-mingled as part of the regular issue, and not a separate mailing.

USPS provides a Periodicals Nonsubscriber Percentage Calculator at Postal Explorer (http://pe.usps.gov). Click on Postal Links in the upper left of the blue vertical toolbar, then scroll to the last item in that section for the Excel spreadsheet. This can help a newspaper track its entitlement and compliance across a year’s time.

Increase advertising when you ­sample You can also increase ad revenue when sampling your entire market at once. Your market may be an entire county, or the primary ZIPs inside the county that you serve. With advertising slow in this weak economy, you need to provide your advertisers and potential advertisers a reason to spend their scarce dollars with you. What better way than to provide them total-market coverage in a paid news product?

Some papers have known this for years, and built both circulation and advertising with monthly sampling, often tied to the issue nearest the start of a new month when government paychecks are in the hands of residents on fixed incomes. Although sampling this often usually results in several issues mailed at outside-county carrier-route prices, it can still pay off if revenue

growth is strong enough.

A newspaper group that has made sampling for revenue growth a primary goal has seen papers increase more than 100 percent in per-issue ad dollars, with many papers up 50 percent70 percent. An average for one month of those sampling averaged over 30 percent increase. Variables include the depth of economic difficulty locally, the commitment and execution by sales reps, and the date picked, such as seasonal or local retail occasions.

Some newspapers bump ad rates higher, although others offer local merchants the opportunity to reach every household at existing rates, which grows revenue and loyalty. Some with shoppers allow the sample to replace an issue of the shopper, saving Standard Mail postage as well. © Max Heath 2014 Max Heath, NNA postal chair, is a postal consultant for Athlon Media, publisher of Athlon Sports magazine, American Profile, Relish, and Spry newspaper supplements, and Landmark Community Newspapers, LLC. Email maxheath@lcni.com.

Public notices provide ­accessible information about government activities.

Who wins local ­government contracts?

What new laws will take ­effect in your ­community?

How are your taxes being spent?

Every day, newspapers p ­ ublish this and other i­mportant ­information in their public notices.

www.PublicNoticeAds.com

Pulitzer journalist “Ernie” Pyle, stories of WW II The Ernie Pyle World War II­ Museum and the Scripps Howard ­F oundation are ­c ommemorating ­D - D a y ( J u n e 6 ) b y o f f e r i n g ­n ewspapers the ­o pportunity to reprint three ­c olumns written by ­E rnie Pyle ­i mmediately after the ­Normandy invasion. These columns share the realities of war from the soldier’s perspective and provide a first-hand look at the ­sacrifices of war.

Ernest Taylor “Ernie” Pyle ­(August 3, 1900 – April 18, 1945) was an ­American journalist who was known for his columns as a roving ­correspondent from 1935 for the Scripps Howard newspaper chain,

especially during World War II, when he reported both from Europe and the Pacific, until his death in ­combat on a Pacific island. He won the Pulitzer Prize in 1944.

Pyle became a war correspondent and applied his intimate style to war reporting. Instead of recounting the movements of armies or the ­activities of generals, Pyle generally wrote from the perspective of the common ­soldier. This approach gained him ­additional popularity and the Pulitzer Prize for journalism.

To download Pyle’s stories and ­photos of this iconic writer, please ­visit this link on our website: http://bit.ly/R9rNxg

Volunteer Judging Sign-up Sheet for WNPA contest To volunteer, please fax the sign-up form to: (602) 261-7525. Or mail it to: 1001 N. Central Ave Suite 670, Phoenix, AZ 85004.

You can also call/email: Julie O’Keefe at (602) 2617655, x110, j.okeefe@ananews.com Find an online form at: http://bit.ly/1jj4ooe

YES I (WE) CAN JUDGE

Please print or type clearly NEWSPAPER NAME:

______________________________________________

PHONE:

______________________________________________

YOUR NAME OR NAMES: E-MAIL:

CATEGORY(ies) of INTEREST:

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May 2014 ■ ANAgrams | Page 15

Innovation grants Continued from page 4

Knight Chair in Journalism — A tenured professorship at Cronkite currently held by Pulitzer Prize-winning journalist Steve Doig, one of the world’s foremost experts on data journalism.

Callahan said Knight Foundation’s latest support will significantly assist Cronkite alumni in newsrooms looking to advance the profession.

“At Cronkite, we teach our students how to be innovative thinkers and entrepreneurs in the digital age,” he said.

“This latest grant from Knight Foundation will help our outstanding alumni promote innovation in newsrooms and the media. We are tremendously grateful to Mr. Ibargüen and Knight Foundation for their transformative support in helping us prepare the next generation of leaders in journalism.”

Watch a video of Alberto’s announcemen (go to the 12-minute mark): http:// vimeo.com/95524570 The Knight Foundation supports transformational ideas that promote quality journalism, advance media innovation, engage communities and foster the arts. We believe that democracy thrives when people and communities are informed and engaged.

Consumers rate newspapers as the media… most valuable in planning for shopping. preferred for receiving advertising.

 

Page 16 | ANAgrams ■ May 2014

Mark Your Calendar

In this webinar series: InDesign 101: Introduction to InDesign Thursday, June 12 • Register by June 9 If you’re new to “desktop publishing” or converting to InDesign from Quark or PageMaker, this class will get you started in the right direction. Reduce the stress and fumbling around by learning where things are and how InDesign “thinks.” Some of what you’ll learn: • Where is everything? Understanding the Interface.

• Opening, saving and creating documents with ease.

• Using InDesign with other file formats like PDF, Word, Excel, images and more.

• Much more!

InDesign 201: Become a Type Superhero Thursday, July 10 • Register by July 7 It’s easy to put type on a page in InDesign.

But using basic techniques on a large document can be VERY time consuming. Explore Master Styles and other techniques that will allow you to create, place and format text quickly and with more exciting designs than you might be doing now. Some of what you’ll learn: • Creating basic Character and Paragraph Styles.

• Format an entire page or ad in seconds with Next Styles.

• Amplify your designs -- and save time -with Nested Styles.

• Much more!

InDesign 301: Working with Images and Graphics Thursday, August 21 • Register by August 18 InDesign offers MUCH more than just placing photos. Are you interested in taking your ads and editorial pages to the next level of design? Then this class is for you.

You’ll also see some of the many features that integrate InDesign with Illustrator and Photoshop for additional power. Some of what you’ll learn: • Working with Photoshop files in InDesign.

• Using Illustrator files and tools in InDesign.

• Cool design tricks that are fun and easy.

Registration fee: $35 per session Group discounts are available.

(Registrations submitted after the deadline are subject to a $10 late fee) Register today at www.onlinemediacampus.com Online Media Campus is brought to you by Southern Newspaper Publishers Association and Iowa Newspaper Foundation

Russell Viers Adobe Certified Instructor

Please be sure to visit our website – http://bit.ly/1birbPq for more webinar and training events