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June 2019 No Volume 82 June 2019 No. 12 INSIDE Generational Study, Strategies: Powerful, Vital, Under Attack Editor’s note: Chuck Underwood, created generations that in fact are brace for life. Oh sure, we’ll evolve, Horne: Tech giants miss CEO of The Generational Impera- NOT generations. Some conducted we’ll change. But those core values boat on local news tive, will be a keynote speaker at the TPA haphazard online surveys and will remain largely intact. And Page 2 TPA Summer Convention being held CONVENTION called it generational “research”, but they will be burned into us by July 18-19 in Chattanooga. it wasn’t. Some speakers made bom- the TIMES we witness all around Daniels: Legislative Who knew?! SPEAKER bastic generational claims that just us as we come of age and by the eff orts paid off in 2019 In the 1980s, a half-dozen of us CHUCK UNDERWOOD aren’t true. Some distributed news TEACHINGS we absorb from older Page 3 here on planet Earth experienced releases trumpeting their (bogus generations of parents, educators, one of those magical, lightning-bolt and inaccurate) content to the news religious leaders, and others. all sought training in this brand- Ad-Libs: Better listening epiphanies when some force whis- media, which aired or published it. And the age group - the age new discipline. The news media, pered in our ears, “Generations Today, a codifi ed and carefully cohort - that shares the same for- gets better reception especially newspapers, began pub- are more important than anyone crafted fi eld of study with proven mative-years’ times and teachings lishing generational stories. And Page 4 realizes.” We had no idea what we strategies, all invaluable when will by-and-large end up sharing the handful of us who had created were about to create. used accurately and properly, is the same core values. By design: Is your ‘design- the discipline began living out of With nothing but a gut hunch, being diminished by inaccuracy. er’ really a designer? airplanes, training and consulting See UNDERWOOD Page 2 and while enduring years of blank And newspapers are vulnerable to and speaking in every corner of the Page 6 stares from others, we scratched publishing this inaccuracy. And so, U.S., Canada and, in my case, also Showcase features and clawed and created the fi eld of a primer: 2019 TPA Summer generational study. And right at the on U.S. military bases throughout Convention Schedule, Pages 6-7, 12 western Europe. turn of the century, this notion of The four truths of Chattanooga: Sheriff Bart: Hearing “generations” fi nally turned heads, Naturally, a number of people when a few national advertisers decided they wanted to be part of generational study Thursday, July 18 voices? Embrace them - Gap, Cadillac, and Walt Disney the white-hot generational speak- The foundation of generational Noon. State Press Contests Page 8 World - designed new products and ing circuit. Some were responsible. study is based upon these thor- Awards Luncheon Wagner: Print ad reps ad campaigns for generations of Too many weren’t. oughly-researched and universal- 2:30 p.m. TPA Board of Direc- consumers instead of for age brack- In the 2010s, in the Age of the In- ly-accepted truths: tors & Concurrent Business must pursue ‘face time’ ets. Sales increased! ternet, when anyone could now say Truth #1: Between the time Meeting Page 9 And with astonishing swiftness, anything and post it to the entire we’re born and the time we leave 4:00 p.m. Newsroom Session the 2000s became the decade when world, the discipline of generational our classroom years and get fully 7:00 p.m. Reception and Instal- Fisher: UT professor fi les generational strategies emerged - study - like other fi elds - came under into adulthood from our late teens lation of Chris Vass as TPA’s public records suit and instantly soared. Business, gov- attack. In order to make a name to early 20s, we all form most of the president at the Tennessee Page 9 ernment, education, and religion for themselves, some opportunists core values and beliefs we’ll em- Aquarium 10:00 p.m. Reception ends Obits Page 10 Friday, July 19 Sun’s Cash hands off GM baton to Mauney 8:00 a.m. Breakfast with Clay Bennett, editorial cartoonist SUBMITTED for Adams Pub- Carolina and Cal- 9:00 a.m. until Noon The Greeneville Sun lishing Group’s ifornia, Mauney Advertising Sessions May 18, 2019 Tennessee/North currently is re- Circulation Sessions After a career in the newspaper Carolina/Virgin- gional publisher Newsroom Sessions business of more than 48 years ia region. of three Gate- Noon. Ad/Circ Ideas Contest – 33 of which have been spent in Family-owned house-owned Awards Luncheon Greeneville, Tenn. with The Green- Adams Publish- North Carolina 1:30 p.m. TPS Stockholders eville Sun and its sister companies ing Group, based daily news- Meeting – John E. Cash, has announced his in Minneapolis, papers: The 1:30 p.m. until 3:45 p.m. retirement, effective July 31. Cash Minn., also an- Mauney Times-News of Advertising Sessions Having held several positions nounced the hir- Burlington, The Circulation Sessions in a company that is now owned ing of Gatehouse Media executive Dispatch of Lexington and The 2:00 p.m. TPA Foundation by the Adams family of Adams Paul W. Mauney to succeed Cash. Courier-Tribune of Asheboro. Board of Trustees Meeting Publishing Group (APG), Cash for Having served in several leadership Cash joined The Greeneville Sun 5:00 p.m. Reception the last two years has been acting positions with Morris Multimedia, in 1986 as director of advertising 6:00 p.m. Tennessee News- as general manager of The Green- Freedom Communications and paper Hall of Fame Induction eville Sun and chief revenue offi cer Gatehouse in Tennessee, North See SUN Page 4 Ceremony Page 2 • The Tennessee Press • June 2019 Tech giants leave big gap in local news coverage I recently read a Wall Street duty to the citizens of our commu- Journal article entitled “Local News OUR nities and state to publish commu- (USPS 616-460) Fades Out.” AIt said that only the Y nity news on a weekly or daily basis Published monthly by the Wall Street Journal, the New York PRESIDING in certainly print format but sup- Times and the Washington Post plemented with digital add-on. We TENNESSEE PRESS ASSOCIATION, INC. have succeeded in transforming REPORTER must have newspapers with reliable 412 N. Cedar Bluff Road, Suite 403 to digital businesses in hopes that DOUG HORNE news and information; otherwise Knoxville, Tennessee 37923 would save them from the acceler- sound democracy is in question. Telephone (865) 584-5761/Fax (865) 558-8687/www.tnpress.com ating decline of their print business. for them to compete with our com- I also want to thank all those This article states that most major TPA members who are serving and Subscriptions: $12 annually munity newspapers and their local metro papers fi nally realized they have agreed to take over positions Periodicals Postage Paid At Knoxville, TN could not successfully compete community coverage. Let’s don’t of service when openings have with the tech giants Google and try to be something we aren’t. come up in the TPA committees POSTMASTER: Send address changes to The Tennessee Press, Facebook for digital advertising It’s true that newspaper news- and director and offi cer positions. 412 N. Cedar Bluff Road, Suite 403, Knoxville, TN 37923 dollars. It also stated that Facebook room jobs have declined particular- recently acknowledged it struggled ly in the national newspapers and The cooperation and goodwill atti- The Tennessee Press is printed by The Standard Banner in Jeff erson City, Tenn. to expand its local news product but many metro papers, too, but we tude of our 129 member newspaper couldn’t fi nd enough stories. know how important our work is members and their employees have Carol Daniels ..................................................................................................................................... Editor Isn’t that a revelation and the an- and always will be to get the local been astonishing. I’m so impressed. Mike Towle .................................................................................................................. Managing Editor swer for our Tennessee newspapers news out to our customers and Robyn Gentile .......................................................................................... Production Coordinator – that it’s really hard to compete readers. As Mr. Mele of the Shoren- Doug Horne with Google and Facebook for dig- stein Center said in the Wall Street ital dollars but it’s really hard for Journal article, “A future without Doug Horne, owner of Republic The Tennessee Press Google and Facebook to compete good newspapers is actually a crisis Newspapers, Knoxville, is the Presi- is printed on recycled paper with our print newspapers for local for democracy.” Amen to that. dent of the Tennessee Press Associa- and is recyclable. news stories? I say it’s really hard Let’s remember we have a solemn tion for 2018-19. TENNESSEE PRESS ASSOCIATION Doug Horne, Republic Newspapers, Knoxville ...................................................................President UNDERWOOD from Page 1 a member of a generation. Thus: Product Development Chris Vass, Chattanooga Times Free Press .................................................................Vice President So, if we understand what hap- Political Campaigns Daniel Richardson, Carroll County News Leader, Huntingdon .........................Vice President By sharing the same core values, pened to each generation during Marketing,
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