Who gets it right?
January 13, 2016
In 2015, I visited a lot of successful papers
By Kevin Slimp
Software ReviewI’ve been training and advising newspapers for 21 years, ever since Larry Smith asked me to come look over his operation in LaFollette, TN, in 1994. I worked with more than 100 papers in my travels this year, not counting the thousands of papers that attended conferences and training events I’ve led.
Q: A national company has been selling plaques with miniaturized versions of actual newspaper pages. The plaques are marketed to individuals and businesses that have appeared in the newspaper. Is it a violation of copyright law for the company to sell these plaques?
A newspaper’s credibility is directly linked to its ability to identify, collect and report the relevant community news. Then why do so many newspapers make it so difficult for readers to connect with reporters? Let me explain. I’m passionate in my belief that community newspapers still can claim a stronghold in today’s fractured media landscape – if they stick to the basics. That means owning the franchise for aggressive reporting of local news.
Advertising is a business that is fueled by creativity. Once you get a handle on how to get ideas—ideas that work—you’ll have a big advantage over the competition.
No matter how much you sell, it all comes down to how much your ads will sell. When the ads get results, your advertisers will be happy. And when they’re happy, they’ll keep running ads.
If you’ve ever recycled old ideas because you couldn’t think of anything better, maybe it’s time for a new approach. One way to generate ideas is to look elsewhere for a spark. For example, my wife and I recently went to a wedding.
Using lowest in-county rates available
By Max Heath
Postal Tips
An increase in calls and emails on sampling questions in recent weeks and months caused me to update this topic on the value of sending sample copies to nonsubscribers using your 10 percent in-county “sampling” entitlement.
The nonsubscriber rules in the Domestic Mail Manual are there to allow you to promote your newspaper to nonsubscribers and increase your mail delivery.
Buying signals. If we pay attention, will show us where we stand in the selling process.
Want to make your page—especially your front page—more compelling? Give it more impact? Get more readers to give it a close look? - Use a dominant visual.
New marked copy rules prevent submitting multiple copies if only preprints in editions are different
By Gene Policinski
Inside the First Amendment
In the sky. It's a bird. It's a plane. No, it's ...
There are still a few publishers who remember the years when the greatest share of a paper’s display advertising simply walked in the door. There’d be a full-page slick from National Foods or some other grocery chain, a weekly J.C. Penney Co. display ad, another Goodyear Tire or Firestone slick needing only the local dealer’s logo and even a somewhat regular ad from the Illinois Central Railroad.
All of that nationally placed advertising has disappeared from smaller communities the last 30 years.