Midwinter conference takes on Galveston

On Jan. 22-24, hundreds of newspaper professionals traveled to Galveston for the 2015 Texas Press Midwinter Conference & Trade Show.

The annual conference kicked off with meetings and a trade show preview, followed by the past presidents and officers dinner, where 14 past presidents were in attendance.

During the remainder of the conference, attendees heard presentations by some of the country’s most influential newspaper professionals: Ed Henninger of Henninger Consulting; Larry Mersereau, professional speaker, PromoPower; Joe Galloway, author of “We Were Soldiers Once… And Young”; and Penny Abernathy, journalism professional and author of “Saving Community Journalism: The Path to Profitability.”

Along with Henninger’s presentations, “Your Newspaper’s Design Is a License to Print Money” and “When Write is Wrong,” he also had time to consult and critique a few publishers’ newspapers.

“Mr. Henninger’s critical eye and straight-forward suggestions on my newspaper’s design led to improvements we were able to implement immediately after the conference. His ideas are centered not only on engaging the reader, but also on generating additional revenue,” said Michelle Banse, publisher of The Colorado County Citizen. “Many thanks to Texas Press for offering us the opportunity to sit down one-on-one with such a renowned newspaper consultant.”

In Mersereau’s presentation, “Selling from a Position of POWER,” attendees learned that selling to advertisers takes more than just a pitch. Advertising representatives need to account for the client’s budget and credit, establish the client’s needs and desires, and most importantly, know the proper timing to approaching the client — all of which is imperative to building trust and relationship.

In his segment, “Killer Copy Writing and Design Skills,” Mersereau touched on creating punchy headlines and bold design. His formula for eye-catching ads calls for attention, promise, proof, proposition and action.

The newest inductees to the Texas Newspaper Foundation Hall of Fame were honored on the evening of Jan. 23. The honorees were well represented: Alice Gilroy, daughter to Ken Towery, accepted the award on his behalf; former publisher of the Jasper Newsboy and former TPA president Willis Webb accepted the award for longtime pal Leon Hale;  Larry Franklin, former president and chief executive officer of Harte-Hanks, spoke for Houston Harte; and Shay Hoffman, granddaughter to Bernard Hanks, accepted on behalf of her grandfather.

During the Hall of Fame dinner, Joe Galloway, retired newspaper correspondent and columnist from Refugio, spoke to the crowd about his experiences during the Vietnam War.

At the closing brunch, Penny Abernathy spoke on her book, “Saving Community Journalism: The Path to Profitability,” which provides new approaches to community journalism.

“Penny Abernathy has done the legacy newspaper industry a great favor by pairing her working knowledge of the business with solid, comprehensive research in order to frame the discussion about our future,” said Robb Krecklow, vice president and publisher at Graham Newspapers, Inc.  “Her presentation was spot on target to help us generate new models for preserving and growing community media.

“Penny sounded a battle cry for change in our industry,” Krecklow said. 

“I hope all of us have enough sense to heed her warnings and find encouragement in her strategies.”

Standing from left to right: Larry Jackson, 1998-99; Randy Mankin, 2014-15; Russel Skiles, 2012-13; Bob Buckel, 2002-03; Greg Shrader, 2013-14; Jerry Tidwell, 1996-97; Lynn Brisendine, 1999-2000; Chad Ferguson, 2011-12; and Marshall Day, 2006-07. Sitting from left to right: Alvin Holley, 2000-01; Phil Major, 2007-08; W.E. Berger, 1963-64; Wanda Garner Cash, 2004-05; Mary Judson, 1990-91; and Judy Johnson, 2005-06.

Author and Vietnam veteran Joe Galloway poses with TPA President, Randy Mankin at the Texas Newspaper Foundation Hall of Fame dinner on Jan. 23.

Current TPA President, Randy Mankin, poses with Penny Abernathy, author of “Saving Community Journalism: The Path to Profitability.”

Larry Mersereau draws a diagram during his presentation, “Killer Copy Writing and Design Skills.” 

Ed Henninger offers his expertise to Richard and Tia Stone of Granite Publications.