Determine the scope of the program you want.
For most weekly newspapers, the NIE person works part-time. If you want to develop a large program it may be necessary to seek the services of someone for more hours per week than if you want to create a limited program. An active NIE program can add significant numbers to your paid circulation and can be a positive boost to your public image.
Finding the right person to coordinate your NIE efforts is critical. Many weekly newspapers have found that a current staff member who has an education background is the right person for this job. Others have brought in a former teacher to work at the newspaper part-time. An education background is not necessary to be a good NIE professional but it may help.
No matter who you select for this position, the qualities of imagination and innovation are critical. Your NIE professional will need to help teachers see many ways to use your newspaper. That takes creativity! Your NIE professional will represent your newspaper in many public settings. Your representative should be an articulate spokesperson for the newspaper.
The amount you budget for NIE depends on the extent of the program. Most NIE professionals are paid on a par with other professionals in the newspaper organization. Training should be a priority for a new NIE professional. NAA Foundation offers an annucal seminar for new NIE professionals in the fall each year. Attending a seminar such as this should be a priority for your new person.
Most NIE programs offer workshops and/or curriculum materials to teachers. Even a good teacher needs to learn how to use the newspaper to make the program as effective as possible. Curriculum materials are available from the NAA Foundation and from a variety of vendors. Adequate budget for curriculum guides and workshops should be included in your planning.
If you want to count the copies of the newspaper that you are sending to schools, you need to be aware of ABC rules relating to school sales. It is wise to carefully read the ABC rules before determining a price for the copies that you will be sending to schools. The basic rule is that you must charge at least 25 percent of the base price of the newspaper if it is to be counted as paid circulation. Most frequently the base price is defined as any published price foro the newspaper including the base home-delivery price. For example, if your cover price is $.50 but your home-delivered price is $.45, then your NIE rate can be $.1125. If you have any questions regarding ABC rules, please check with ABC at (847) 605-0909 or with your local ABC auditor.
A third party may pay for newspapers delivered to schools. Many NIE programs solicit sponsors to pay for the newspapers they deliver to local teachers. ABC has several rules governing this process, and you should read those before starting a sponsorship project. The basic premise of the rules is that his must be a pure donation to the NIE program. The newspaper can thank the sponsor but cannot promote the business interests of the donor. For example, a "Thank You" ad can say, teh XYZ News thanks the Any Corporation for their donation to the NIE program. You cannot say, The XYZ News thanks the Any Corporation, where you can buy great widgets, for their donation to the NIE program.
Most new NIE programs find that it is wise to start slowly when launching their program. It may be best to target one school or even one grade to introduce the concept of NIE. Working with a small group of teachers, the NIE professional introduces the concept of NIE and helps them get started. These teachers can become the most powerful spokespersons that exist for promoting growth in your NIE program.
- National Association of America Foundation
