Former Gov. William Winter to Be Feted at 25Th Annual Roast

December 2014 Published by Mississippi Press Services

MPA EDUCATION FOUNDATION FORMER GOV. WILLIAM WINTER TO BE FETED AT 25TH ANNUAL ROAST

MPA will roast one of Mississippi’s most respected public servants at a January benefit for the MPA Education Foundation. Former Gov. William Winter will be the guest of honor for the Jan. 29 event at the Hilton Jackson. Proceeds from the roast are used to underwrite the scholarship and internship programs of MPAEF. Winter served as Mississippi’s HAPPY HOLIDAYS! 57th chief executive from 1980- 1984. He is special counsel in the Jones Walker Law Firm CHRISTMAS BREAK: The offices Government Relations Practice Group. of MPA-MPS will be closed Dec. A native of Grenada, Winter, 25-26 and Jan. 1 for the holi- 91, previously served in several days. We wish all of our mem- elected roles, including Mississippi bers, clients and associates a lieutenant governor 1972–1976, safe, healthy and happy holiday state treasurer 1964–1968, state season. tax collector 1956–1964, and Representative in the Mississippi House of Representatives 1948– 1956. People A veteran of World War II, Winter attained the rank of Captain in the U.S. Army and served in the Philippines. Reeves The Education Reform Act of named 1982 is considered his signature publisher in public policy achievement. In June 1997, Winter was Vicksburg appointed by President Clinton as a member of the National Page 3. Advisory Board on Race Relations.

WINTER >> Page 5 By JOE ELLIS/The Clarion-Ledger MID-WINTER TO FOCUS ON SALES TECHNIQUES The annual Mid-Winter competing with direct mail. Conference returns to Jackson’s Tim Smith, a noted expert Hilton Hotel on County Line Road speaker on sales topics, will lead Jan. 30-31, 2015. several sessions at the meeting, A number of sessions on industry including one program on “How to and revenue topics are planned, Bundle and Sell Print in a Digital including presentations on “Just the World.” Basics” for new ad personnel and Jason Taylor, president and panel discussions on best practices publisher of The Clarion-Ledger, Ideas at ArkLaMiss for contract negotiations and SALES >> Page 10 Page 3. 2 >> Fourth Estate >> December 2014

president’s column Newspapers are critical to our communities – and make Fine giftS here’s no better gift at Christ- the official voice of Vardaman Ram mastime than a subscription to sports, working the P.A. system at Ta newspaper. all their games. When we shared the Fourth Estate We’re certainly thankful at The picture of this week’s front page, as Calhoun County Journal in Bruce Joel we do every Wednesday morning, on The official newspaper of the that so many of our loyal readers McNeece The Journal’s Twitter account (@ Mississippi Press Association know that. Every December we have CalhCoJournal), Gillespie was quick many customers come into the office to retweet with the comment, “I’m 371 Edgewood Terrace, Jackson, MS 39206 renewing a long list of subscriptions on the front page of the paper!” 601-981-3060 | Fax 601-981-3676 they share with family and friends as Such a reaction might be expect- www.mspress.org annual Christmas gifts. ed if he was featured in the large, on whatever piece of scratch paper One customer recently, while half page picture The Journal is they could find. renewing a list of eight different sub- known for on page one, but he was MPA-MPS Staff At some point many years ago, scriptions he’s been giving for years, referring to the small “skybox” at the David Gillis it became clear to our readers that Layne Bruce said he made the mistake of acciden- top of the page previewing the story executive director director of sales the most effective way of getting [email protected] [email protected] tally omitting one last year. on the inside. their child’s letter to Santa was not “Believe me, I heard about that,” The printed newspaper remains, Monica Gilmer Andrea Ross through the U.S. Postal Service, but he said. as the American Opinion Research member services media buyer rather The Calhoun County Journal. [email protected] [email protected] We’re all familiar with the chal- survey found, the most trusted, The reason is clear – Santa reads the lenging phone calls from upset valued and beloved medium among Beth Boone Sue Hicks newspaper. foundation coordinator bus. development mgr. subscribers crying, “I didn’t get my Mississippians. I’m very proud of That is best exhibited through [email protected] [email protected] paper,” but those calls are a product The Journal’s popular and profit- the survey conducted by American of the vital importance of the news- able website, but nobody has ever Opinion Research in 2013. Their paper to that reader. asked me to put them on the web- The Fourth Estate serves as the official newspaper of the findings showed that more than 1.5 site. I’m routinely asked by Calhoun Mississippi Press Association, recording the history of the million Mississippians read a news- organization, its members and associates. Copies are distrib- Countians to put their picture in the uted at no charge to members and are available by contact- Santa reads the paper paper each week. In fact, the survey ing the MPA office. newspaper and we try to oblige as Like many of our member news- showed that seven of 10 adults in often as possible. Commentary columns published herein are the opinion of papers across the state, The Jour- Mississippi access a printed news- their respective authors and not necessarily those of the I expect we will all field many MPA, its board of directors or staff. nal’s Christmas edition is our largest paper or newspaper website at least of those requests this month as we of the year. Virtually every business weekly. cover annual Christmas parades, in Calhoun County feels compelled A Pew Research study in 2007 holiday programs and other festivi- MPA-MPS Board of Directors to place a Christmas greeting ad showed that the most informed, ties in our respective communities thanking customers for their busi- knowledgeable citizens in their like no other medium can. Joel McNeece Don Norman ness throughout the year, which we survey were regular readers of a President First Vice President Appreciate those requests, they Calhoun Co. Journal Starkville Daily News appreciate because we need all those newspaper. Santa certainly fits that are further evidence of what all Bruce Starkville ads to have enough pages to share category. the surveys have said, newspapers all of the letters to Santa Claus from Paul Keane James E. Prince III remain a critical component of every Second Vice President Immediate Past President area children. community. Wayne County News Neshoba Democrat We receive stacks of letters from Put me in the paper Waynesboro Philadelphia I was reminded of the significance teachers that asked for letters from of the local newspaper just this week Layne Bruce John P. “Pat” Brown their students. Mothers bring in Executive Director The Magee Courier in a tweet from a Vardaman High MPA-MPS President Joel McNeece is individual letters from each of their MPA/MPS Magee School student. publisher of The Calhoun County Jour- children, and we have a few kids nal. His email address is joelmcneece@ We published a feature on VHS ju- Kevin Cooper Clay Foster who drop off their own scribbled off gmail.com. The Natchez Democrat Daily Journal nior John Gillespie who has become Natchez Tupelo

James Arrington Goff H. Ray Mosby The News-Commerical Deer Creek Pilot Collins Rolling Fork Athlon Media Group (AMG) million via 1,600 newspapers. The announced it has entered an move will add Parade, the largest- Stephanie Patton Jack Ryan Athlon Media The Leland Progress Enterprise-Journal agreement to purchase Parade and circulation magazine in the U.S. Leland McComb Dash magazines with associated at 32 million households, and Group acquires digital assets from Parade Media Dash, a food & family magazine Group, LLC. with 8.8 million circulation, to the Parade AMG’s stable of newspaper- AMG portfolio. Parade.com and distributed magazines, including DashRecipes.com are also part of American Profile, Relish, Spry the acquisition. Magazine Living and Athlon Sports, have a Parade magazine is distributed Mississippi Press Association | Established 1866 combined circulation reach of 38+ Mississippi Press Services | Established 1978 PARADE >> Page 6 MPA Education Foundation | Established 1983 December 2014 >> Fourth Estate >> 3

BYLINES Mississippi Business Journal Jack Weatherly, a former business editor for the Arkansas Democrat-Gazette, has joined the Mississippi Business Jour- nal as a Jackson-based correspondent. He previously was a business editor for The Clarion-Ledger and editor of The Star- Herald in Kosciusko… Also at the MBJ, longtime correspondent Wally Northway is planning to soon retire from the job he’s held since 1997. Prior to joining the Business Journal, Northway was a recruiting administrator for William Carey University.

The Neshoba Democrat Summer Hines has been named advertising director for The Neshoba Democrat. She previously was in advertising sales for Meridian television stations and for Kosciusko-based Boswell Media.

The News Commercial Joanna Holbert recently returned to The News-Commercial in Collins as news editor. She previously worked for the newspaper and its sister magazine publication “Our South.”

Rankin Record Steven G. Watson has been named publisher and editor of The Rankin Record in Flowood. He previously has served as publisher in Forest and Winona. All papers are owned by Jackson- Around the square table based Emmerich Newspapers. Watson most recently was on Publishers and newspaper managers from the region discuss relevant issues Thursday morning, Nov. staff with the Daily Journal in Tupelo. 6, 2014, in Vicksburg preceding the annual ArkLaMiss Circulation and Marketing Conference. Sun Herald TRANSITION John McFarland, interactive and marketing director for The Sun Herald in Biloxi, retired Sept. 26 after several decades with the Reeves, former Selma editor, appointed paper. Associated Press publisher of Post, Vicksburg NewsMedia Jim Van Anglen, news editor for The Associated Press in Geor- gia and Alabama, has been promoted to the newly created po- VICKSBURG award in 2011 and 2012. sition of Deep South Editor. He will oversee coverage in Geor- Tim Reeves has been named publisher of In 2013 and 2014, gia, Louisiana, Mississippi and Alabama, with an emphasis on The Vicksburg Post and president of Vicks- the Times-Journal was enterprise, accountability and investigative journalism. burg Newsmedia, LLC. named one of the best Reeves, a native of Silverhill, Ala., is an small daily newspapers award-winning community newspaper editor in Alabama, earning and publisher. He has been editor of The second place general Selma (Ala.) Times-Journal since September excellence honors. The 2010. The Post and the Times-Journal are newspaper also received DATELINES affiliated with Boone Newspapers Inc., with awards for best public Christmas. MPA-MPS office closed Dec. offices in Natchez and Tuscaloosa, Ala. Reeves service in 2013 and 12/2525-26. “I am absolutely thrilled by the opportu- 2014. nity to come to Vicksburg and humbled by Prior to his time in Selma, Reeves served New Years Day. MPA-MPS office closed. the chance to help lead the community’s as publisher of The Outlook, a daily news- newspaper,” Reeves said. “When my wife and paper in Alexander City, Ala., and the daily 1/1 I recently visited Vicksburg, we were blown Suffolk (Va.) News-Herald, both affiliates of away by the city and its welcoming people. Boone Newspapers. MPA/MPS/MPAEF Board Meetings. Jackson We cannot wait to be make it our home.” “The Vicksburg Post’s great staff is to be 1/29Hilton Hotel Reeves began his newspaper career im- commended for much hard work in meeting mediately after high school, working at Gulf our obligations to our readers and advertis- MPA Education Foundation Celebrity Roast Coast Newspapers in Alabama while earn- ers as we arranged for the Reeves to move 1/29of Gov. Wllliam Winter. Jackson Hilton Hotel ing a mass communications degree from their family to Vicksburg,” Boone Newspa- Faulkner State Community College. pers Vice President Kevin Cooper of Natchez MPA Mid-Winter Conference. Jackson Hilton During Reeves’ four years as editor in said. “Tim will do an excellent job leading 1/30Hotel Selma, the Times-Journal earned 46 editorial the newspaper. His skills, determination and awards from the Alabama Press Association, dedication developing people will make an More events online at mspress.org including the Most Improved Newspaper already great newspaper team even better.” 4 >> Fourth Estate >> December 2014 March of events Looking back and forward, a good story to tell he year is rapidly drawing to McNeece and Director Pat Brown – are the medium of first choice for a close. I don’t know why I’m have been integral in reintroducing news consumers and for advertisers. Tso surprised by how quickly it MPS and its affiliated papers to “big And we’ll continue to look for passed, but here we are. client” advertisers in the state. the most effective ways to spread And it’s been a good one – a Layne The larger companies that need that word, be it in-person calls to strong one – for your Association. the service provided by MPS and the Mississippi CEOs and advertising We started 2014 with an ambitious Bruce exposure provided by our newspapers agencies or committing the funds endeavor to improve not only may have wandered off in the last necessary to carry on innovative the image of our members but of few years, seduced by digital and marketing ideas and necessary newspapers in general. Our “Power the misguided notion that traditional readership research. in Print” campaign was ubiquitous media isn’t “where it’s at” any longer. I’d be remiss without expressing to read data that validate what we do throughout much of the year, as is But MPS sales numbers in 2014 my gratitude to the MPA staff: in each of our communities remains the now very-familiar statistic that show renewed signs of vigor and give Andrea, Beth, Monica, David and Sue so vitally important to so many. 7-in-10 Mississippians are faithful us great optimism for the next year. are a dedicated, talented bunch and The fact of the matter: For most newspaper readers. ROP display placement grew just over it is my pleasure to work with them. communities served by a newspaper For most of us, that news was a 30 percent this past year due to great We have big work to do in the coming member of MPA, we are still the soothing tonic when it was returned support from accounts like Entergy, year, and I know they will rise to meet only ones who do what we do – the during the 2013 survey of Mississippi the Secretary of State’s Voter ID the challenge. only ones with the resources, the adults conducted by American campaign, and our large universities. Meanwhile, the holidays are talent and skill and the wherewithal Opinion Research in Princeton, NJ. No doubt, the biggest feather in upon us. As you publish your final to do everything that needs to be We could not have asked for much our cap has been C Spire. Taking editions of the year, replete with done: From covering the high school better. on placement for this account has retrospectives and Christmas football games to keeping the city In fact, the data may have been been very beneficial for MPS and our greetings, we offer our sincere thanks board honest. more important for each of us in the member papers, who are now being for the opportunity to serve. And we That’s not going to change anytime newspaper industry to hear than it paid in a much tighter window than wish each of you a merry Christmas soon. has been for the general public. After they were used to with the former and very healthy, happy, prosperous years of being told by other media media buyer. new year. that we are dinosaurs, going the way IT HAS ALSO been a good year for Onward. your Association. The aforementioned of the buggy whip, and in general THE WORK IS not done. And never marketing campaign and the task about as popular as a stale Christmas is. The challenge in 2015 will be to Layne Bruce is executive director of force behind it – led by Past President fruitcake on Easter weekend, it was push forward, never relenting in our MPA-MPS. His email address is lbruce@ Jim Prince, current President Joel important – very important – for us effort to prove Mississippi newspapers mspress.org.

associates Cleveland authors book on ‘Greatest Athletes’

>> From The Clarion-Ledger sure-to-be “future Hall of daughter Annie, a stage actress. Famers.” “Mississippi’s Greatest Athletes” was published JACKSON Cleveland, a product by Neil White at The Nautilus Publishing Co. With a passion for Mississippi sports and a of Hattiesburg Public in Oxford, who had long shared Cleveland’s career that includes more than four decades as a Schools and the University enthusiasm for a project that would highlight the sports writer (most of those with The Clarion- of Southern Mississippi, state’s sports heroes. Ledger) and now as executive director of the describes his own sports When and how did you get the idea to Mississippi Sports Hall of Fame and Museum, career: “As an athlete, I was create “Mississippi’s Greatest Athletes?” Rick Cleveland has produced a definitive volume a catcher who couldn’t hit This has been something on my to-do list since on the state’s most celebrated sportsmen — and a curve, a point guard who I became executive director of the Mississippi women. was too slow and a golfer Cleveland Sports Hall of Fame and Museum in April of “Mississippi’s Greatest Athletes” showcases who could not — and still 2012. Neil White, the great writer and book the state’s sports heritage going back at least a can’t — putt.” publisher, had virtually the same idea. We joined century, and chronicles the accomplishments of Fortunately, writing about other athletes forces and the result is this book. record setters on every sports field you’d expect proved to be his passion, and his career as a — and then some — along with the contributions sports writer began when he was a teenager, How did you research this book, and how of noted sports writers and announcers as well. covering games for The Hattiesburg American. long did the project take? The coffee table book, with a foreword by Rick Cleveland’s own father, Ace Cleveland, is a (Publisher) Neil (White) took care of the photo Archie Manning, features stories on every member of the Mississippi Sports Hall of Fame, end of it via Getty Images and borrowing from Mississippi Sports Hall of Famer — and there’s inducted posthumously in 1998 for his own our archives. There are some incredible photos more than 300 of them — rich with pertinent achievements as a sports writer and publicist. in there, especially the one of Charlie Conerly stats and colorful stories. It’s filled with striking Cleveland and his wife Liz live in Fondren and GREATEST >> Page 6 photographs, and even includes a section on are the parents of son Tyler, a journalist; and December 2014 >> Fourth Estate >> 5

LAW BYTES Newsgathering, social media and the law 1. Is The Filming Of Law being increasingly used for a variety makes it a felony to “transmit in Enforcement Traffic Stops of different commercial activities, interstate or foreign commerce any Protected By The First including newsgathering. The communication containing any threat Amendment? National Transportation Safety Board to kidnap any person or any threat to In Gericke v. Begin, 753 F.3d 1 John has ruled that the Federal Aviation injure the person of another . . . .” (1st Cir. 2014), the United State First Henegan Administration has the authority On December 1, 2014, Elonis’ Circuit Court of Appeals held that an to regulate unmanned aircraft, attorney argued before the U.S. individual’s actions of stopping to viz., drones, used in commercial Supreme Court that Elonis’ film a traffic stop by a police officer activities. Huerta v. Pirker, NTSB conviction should be overturned absent a prior order to cease and Order No. EA-5730 (Nov. 18, 2014). because the trial court’s jury desist or to leave the area was fully The NTSB is expected to issue instruction violated the First Amend- protected by the First Amendment. proposed regulations regulating the ment. Elonis’ attorney claimed that The officer’s arrest of the individual use of drones for commercial and Elonis had prepared the messages for several state crimes, including More and more other activities such as public law in rap verse form for “therapeutic” violating New Hampshire’s journalists have enforcement in December 2014. The purposes after becoming separated wiretapping statute, in retaliation for Twitter accounts. White House is expected to issue from his wife and their children filming the traffic stop violated the an executive order empowering and subsequently fired from his job individual’s clearly established First Your reporters read the National Telecommunications and that he did not realize that the Amendment rights making the officer viral messages posted and Information Administration recipients, including his wife, would and the City Police Department to propose privacy guidelines for take the mes-sages as serious threats. subject to a suit for damages and on your paper’s commercial drone use. Elonis’ attorney argued that the jury attorneys’ fees under federal law. blog sites daily, and should have been required to find As the Supreme Court has they have been told 4. Twitter Accounts that Elonis subjectively knew that observed, “the First Amendment goes More and more journalists have the recipients of the messages felt beyond protection of the press and that the paper is Twitter accounts. Your reporters threatened when they received his the self-expression of individuals to immune from suits read viral messages posted on your messages. One of the Justices said prohibit government from limiting for defamation for paper’s blog sites daily, and they that some of Elonis’ messages read the stock of information from which have been told that the paper is as though Elonis was preparing a members of the public may draw.” messages posted by immune from suits for defamation blue print to show other men who First Nat’l Bank v. Bellotti, 435 third parties on the for messages posted by third parties had become divorced how they could U.S. 765, 783 (1978). “There is paper’s blog. on the paper’s blog. Is an allegedly menace their former wives. Another an undoubted right to gather news defamatory message sent on Twitter Justice asked the government’s ‘from any source by means within by one of your reporters actionable attorney if it were not possible that the law.’” Houchins v. KQED, Inc., as libel or invasion of privacy? If a authors of rap lyrics such as Eminem 438 U.S. 1, 11 (1978) (quoting is enforceable without any prior sports reporter sends a text saying could be convicted under the statute Branzburg v. Hayes, 408 U.S. showing that the alleged messages that “there is a rumor that” a local if the reasonable person standard 665, 681-82 (1972)). In line with issued by the anonymous posters football player has been arrested applied. Other members of the court these principles, the First Circuit were defamatory or otherwise and is in the city jail, is her paper expressed concern that the federal had previously held that a news actionable. Yelp, Inc. Hadeed Carpet subject to a suit for defamation? If statute would not only reach the reporter’s videotaping of public Cleaning, Inc., 752 S.E.2d 554 the reporter tweets a text saying that author of the email but a third party officials in the hallway outside a (2014), appeal granted, 2014 Va. the player follows the paper’s sports who verbally told the recipient about public meeting of a historic district Lexis 84 (Va., May 29, 2014). The section, attaching a photograph of the contents of the email before she commission “were peaceful, not trial court had held the website in the football player coming out of the read the email. performed in derogation of any law, civil contempt for refusing to obey paper’s offices or reading a copy of The Supreme Court took the case and done in the exercise of his First its order compelling the website the paper, is the paper subject to a to address a split among the federal Amendment rights, [the officer] to produce the identity of the suit for commercial misappropriation circuit courts of appeals about lacked the authority to stop them.” anonymous speakers after rejecting of the football player’s image or right whether the federal statute requires Iacobucci v. Boulter, 193 F.3d 14, 25 the web site’s argument that the First of publicity? If a reporter leaves the the proof of subjective or objective (1st Cir. 1999). Amendment protected the website paper, does the account stay with the intent on the part of the author of from having to produce the names media company or does it follow the the message. The case has received 2. Is A Subpoena Seeking unless the party issuing the subpoena reporter? nationwide media attention and is The Release Of The Identity of should show that the messages were being closely followed by the media Anonymous Internet Communica- unlawful. The Supreme Court heard 5. Threatening Messages Sent bar, and numerous organizations tors Absent Proof of Prior argument in the web site’s appeal On Social Media for the media and for victims of Defamatory Or Other Unlawful from the decision of the Court of Anthony Elonis was convicted crimes and domestic violence filed Communications Enforceable? Appeals in October. of a felony for sending threatening amici briefs with the Supreme Court In the first significant departure messages to his estranged wife - after prior to the argument. A decision is from other jurisdictions that have 3. Drones As A Newsgathering she had obtained a restraining order expected by June of 2015. addressed the issue, the Virginia Device against him - and to law enforcement Court of Appeals has held that a Earlier this year I saw a wedding officials over social media, John C. Henegan is a member of Butler Snow, reception where the professional PLLC, and counsel to the Mississippi Press subpoena issued to an internet including Face Book. He served Association. Members can send general website company seeking the identity photographer was using a drone more than three years in prison for questions about libel or requests for story of anonymous website posters to take overhead photographs and violating 18 U.S.C. § 875(c), which review to [email protected]. video of the attendants. Drones are 6 >> Fourth Estate >> December 2014

reach of any media group across the Parade U.S.” AMG also provides content to its FTC warns public, From Page 2 newspaper partners via Athlon 360, weekly by more than 700 a website available exclusively to newspapers, including The Atlanta AMG partners that includes food, Journal-Constitution, The Baltimore sports, lifestyle columns, TV listings, publishers about Sun, Boston Globe, Chicago Tribune, weather forecasts, interactive sports Dallas Morning News, The Los and celebrative games. “We value Angeles Times, The Miami Herald, our audience, and look forward to New York Post, The Philadelphia serving the 54 million readers and subscription scams Inquirer, The Minneapolis Star 30 million unique visitors loyal to the Tribune, San Francisco Chronicle, Parade and Dash brands,” Allen said. Nothing like a hot cup of coffee Seattle Times and The Washington “We are confident that Athlon will and the morning paper to start the >> Companies behind the Post. Dash magazine appears provide a good home for Parade and day, right? Well, for many subscribers invoices have no relationship Dash,” said Jack Haire, Parade Media monthly in more than 150 and newspaper publishers across the with your newspaper... These newspapers. Both publications are Group CEO. “ They have a clear country, bogus renewal notices are scammers are simply out to distributed to predominately A&B commitment to serve and strengthen leaving a bitter taste. county DMA’s. their newspaper partners, while Here’s what’s happening: You get rip you off. “The opportunity to acquire continuing to grow these vibrant a renewal notice in the mail for your these marquee brands is very brands in the digital arena.” newspaper. The notice tells you that payment, so that you don’t have to exciting,” said Chuck Allen, In addition to its newspaper- your subscription is about to expire, rely on renewal notices sent by postal President & CEO of Athlon Media distributed magazines, AMG but you can renew it by paying mail. Group. “Their titles have different serves b2b and b2c clients, with immediately. The problem is, the • Be aware of changes to your marketplace distribution than our 14 Special Interest publications companies behind the invoices have bill. If the price or billing period other publications. Parade and (SIPs) distributed at over 40,000 no relationship with your newspaper changes, get in touch with the paper Dash position the company to have newsstands and Athlon Sports publisher or billing department. using a phone number or address the most effective and efficient Collectibles. These scammers are simply out to rip you know is real. In some cases, the advertising and retail activation you off. price on fake invoices has been four Here are some tips from the FTC times higher than usual, and the to help you avoid newspaper renewal subscription period has been a year, in Mississippi, which is a state of scams: instead of monthly or quarterly. Greatest mostly small towns. These people are • Pay online at the newspaper’s • If you suspect an invoice passionate about their sports. Archie website, or contact the paper’s might not be real, check it out with From Page 4 Manning says it best in his foreword: subscription department by phone. your newspaper’s subscription throwing a Tim Tebow-like jump “...And when you grow up in a state Use the number on your paper, department. If the invoice comes pass. We enlisted Oxford-based Jeff with such an incredible athletic online, or on a previous bill that you from a company you haven’t heard of, Roberson, the reporter/editor who heritage, you desperately want to be know is real. or if it has errors and misspellings, covers Ole Miss for FoxSportsNet, part of it.” • Sign up for auto-renewal and those could be tip-offs to a rip-off. for some of the research on the earlier Hall of Famers. Much of the The Mississippi Sports Hall of information comes from our archives Fame was established in 1961, at the museum. For the past year I but you state that it had no “real readership have worked early mornings, before home” until the Mississippi my real job, for most of the writing. Sports Hall of Fame and Museum opened in 1996. Until then, fading Mobile, female audience What are the plans for the plaques, hung in the Mississippi proceeds from this book? Coliseum, were the extent of The museum has never accepted the tribute paid to the state’s boost papers’ digital reach top athletes. Please explain your a penny of tax money for operations. >> From News & Tech newspaper content. These proceeds will go into our role (and that of others) in the Museum’s creation, and how it •Those who only use operating budget and we have many Recent numbers from comScore mobile devices for newspaper new exhibits on the drawing boards. has elevated the state’s athletic on digital newspaper readership heritage. consumption grew by 85 percent showed a 17 percent increase in in the last year, driven by young In the book, you write about I was out at the Coliseum to cover October over the same month last a basketball game and noticed how female readers, a segment that the remarkable athletic talent year — a record-setting high. increased 173 percent. Mississippi has produced over the plaques were faded, dusty and Meantime, the number of scratched. It seemed a terrible way to •Women outpaced men in every more than a century, and you unique visitors that engaged age group, with a 25 percent attribute much of it to our “celebrate” our sports heroes. Instead with digital newspaper content of writing about the basketball, I increase of women for 18-24, and passion for our sports and our increased by 20 million between a 30 percent increase for women sports heroes, and the fact that proposed a new museum in the next January and October, comScore day’s column. Several sports-minded over 55. “we take our sports, our rivalries said. •The reach of digital newspaper seriously. They are a huge part of civic leaders took the idea and Among other findings: ran with it. Jim Buck Ross made it content is highest for women our culture.” Please elaborate. •Eight in 10, or 80 percent of between 25-34, with a 91 percent The high school sports teams are happen more than anyone else, which U.S. adults who were online in is explained in the book. accessing newspaper digital at the center of small-town culture October 2014 engaged with digital content in October. December 2014 >> Fourth Estate >> 7

Mississippi Newspapers Asked To Help Vietnam ‘Wall of Faces’ Project

The Vietnam Veterans Memorial Foundation project they attended one of your schools and you “Faces Never Forgotten” needs help obtaining have a photo in a past yearbook? Some newspa- missing photos of Vietnam veterans from Missis- pers in other states have done a story on those sippi. These photos will help complete an electron- missing in their area and received assistance from ic “Wall of Faces”in the new education center at the their readers. Vietnam Memorial Wall. MPA will collect the photos and provide as many View the gallery in progress at vvmf.org/Wall-of- missing photos to the VVMF as we receive them. Faces. These are effective and moving tributes to fallen soldiers from your area. MPA is part of a national effort with other state newspaper associations to assist in this effort. MPA is requesting your help in locating a photo of Scan the code above to your smartphone to download a list those soldiers missing from our state. Help us complete a great tribute to our veterans of veterans from Mississippi. that can be emulated by other state associations. Column C indicates whether the A list of missing photos can be found by scanning VVMF project has the veteran’s the QR code at right. Please send any missing photos to photo on file. You may also MPA member services manager Monica Gilmer, request a copy of this document from Monica Gilmer by emailing If there is a soldier missing from your area, perhaps [email protected] [email protected]. 8 >> Fourth Estate >> December 2014 postal USPS closings threaten further service cuts he U.S. Postal Service, frustrated to include SCFs. It consists of a when it can prove widespread use. with lack of congressional action simple letter request to your local A new sortation created in late Tto improve its financial position, postmaster, who must approve it. 2005, Origin Mixed ADC removes announced this summer that it would The newspaper can then take copies pieces from Mixed ADC to create implement the next round of 80-plus Max directly to other post offices in the delivery via First-Class truck trips plant consolidations. Heath area, even dropping after hours for destinations available from the Unless the National Newspaper as needed, without taking them to origin processing plant, often 1,500 Association and its coalition partners the local office first. No verification to 2,000 miles. It is a mandatory sort are able to move a reform bill in the is required on these copies. Some for PAVE-certified software vendors, lame-duck session, USPS will proceed postmasters confuse this with Plant- which newspapers should use to with closing more plants closer to Verified Drop Shipment copies and be in compliance with continual members’ mail and merging mail require PS Form 8125s. These do not changes in USPS labeling lists. DMM into bigger, less efficient plants from apply to Periodicals dropped under 207.20.1.1 shows flats trays as January thru October 2015. Unless the National Exceptional Dispatch. NNA suggests option. That makes it timely to review Newspaper that newspapers resend their requests 6. Electronic subscriptions to the safeguards NNA has in place to Association and its annually because there are so many distant locations. NNA worked maximize delivery service in the local changes at the postmaster level. five years to gain approval of paid/ office, the county/market area, the coalition partners are 4. Hubs dispatch “Direct” requester subscriptions to count on secondary market area, and distant able to move a reform containers within old SCF. This the annual PS Form 3526, Statement areas. bill in the lame-duck helps protect delivery to mail in of Ownership, Management and 1. Next-day delivery for DDU areas just outside a newspaper’s Circulation. This legitimizes non- drops. When current service- session, USPS will primary market covered by items postal subscribers to advertisers. standard “business rules” were being proceed with closing 1-3. NNA worked long and hard to Those subscribers willing to read hammered out between USPS and get the “Hub Policy” in effect earlier the newspaper electronically should mailers, NNA was at the table over more plants closer this year. As USPS closed smaller be encouraged to take this route for months of discussion. First priority to members’ mail and SCFs, it made sense for them to keep problem deliveries far outside the was to ensure that mail entered at merging mail into mail that didn’t have to be opened newspaper market. the office of delivery kept one-day and worked upstream to be cross- service. That means next day for mail bigger, less efficient docked or distributed. USPS agreed dropped before CET, or Critical Entry plants from January to a formal policy designating that Shared knowledge 7. Tips from publishers: Many Time. certain containers entered at the old thru October 2015. newspaper publishers try creative Another NNA-won rules change SCF or at post offices served by it will solutions to solve their delivery allows copies of Periodicals dropped be sent direct to their destinations problems, from putting notices at the delivery office under items in other towns within the territory on the front page about whom in 1-3 of this column to be dropped in moved earlier or operating hours served. Direct containers are defined USPS to contact with complaints bundles only, no containers required. started later, reducing the window of as 5-digit, carrier-route, or a mix to a reminder of day of mailing and Avoiding containers also avoids the time to drop the newspaper to as little of the two (M5D for merger of “deliver by” dates. container charge for Periodicals as 1.5 hours in some offices. Such both sortations to same ZIP). Only Joe Moss of the Carroll County outside-county. Bundles of Standard occurrences have been widespread “working” containers sorted to either Comet in Flora, IN, recently had Mail shoppers can also be dropped, as USPS sought to cut expenses 3-digit or SCF must be sent to the problems with tubs going through though there is no container charge, according to size of office rather than new distant sorting plant. SCF 479 Lafayette, IN, back to his but not necessarily for next-day close them. 5. Use Flats Trays (tubs) to county. He slapped a note on the delivery. improve distant delivery. NNA tray stating “DO NOT SEND TO 2. Overnight Drop Policy has worked with USPS headquarters NNA seeks changes INDY, SORT AT 479.” It worked. But at primary entry office. Since since 2005 on this policy change, The policy is undergoing rework as that plant is set for 2015 closure November 2009, USPS Business Mail for Periodicals only, allowing BME shifts from one large handbook and he may need to use Exceptional Entry has operated under a policy newspapers to get out of costly, to “Job Aids.” NNA has also asked Dispatch on in-county copies going obtained by NNA in negotiations harder-to-spot generic sacks and for two changes, one to expand through 479. with USPS headquarters to protect into what is essentially a First-Class the in-county definition to allow The Ellsworth American, featured newspapers, which historically container so that Periodicals move newspapers under 10,000 circulation in the May Pub Aux, runs a boxed dropped their mail off in the middle on the same trucks. Although they to be eligible as well as those with notice atop its front page stating the of the night, or otherwise could not currently require a green lid, identical 50 percent in-county mail, and the date entered, an 800 number to call meet the CET referenced above. The to First-Class Mail, NNA is working other to lift the annual mailing cap. if the paper does not arrive on time, current policy applies to community with headquarters on removing The policy is alive and well, just in and lists the expected delivery times newspapers that mail no more than lids for mail within the origin the shop for some tinkering between by location. 500,000 copies per year and meet NNA and USPS. Future approval may SCF. Some plants and post offices certain other conditions (more than come from District BME managers already encourage unlidded trays, Copyright © 2014. Max Heath, National 50 percent in-county, etc.). rather than headquarters. It is not in which allows nesting in trucks for Newspaper Association postal chair, is The interpretation of the policy the DMM. better space utilization, and instant a postal consultant for Athlon Media was clarified later to include not 3. Exceptional Dispatch to recognition of newspapers in mail Group, publisher of Athlon Sports only mail dropped after CET, but other offices in-county or out. processing plants. magazine, Parade, American Profile, also before operating hours in the This policy in DMM 207.28.3 has Sacks are costly to process, Relish, Dash, and Spry newspaper morning. It is also interpreted to long existed, but NNA worked to driving up Periodicals prices. NNA supplements, and Landmark Community apply to situations where CETs were will seek lower prices for tray users Newspapers LLC. E-mail maxheath@lcni. broaden it more than a decade ago com. December 2014 >> Fourth Estate >> 9 NEwSrOOMS Preparation key to covering major events SPRINGFIELD, Ill protestors and SWAT-like police intentionally targeted because t should come as no surprise to forces behind lines of armored they were the “press.” Being a any of us that news, BIG news, vehicles? journalist has always come with Ican happen anywhere at any time. In short order, like in Ferguson, some component of danger due to Many times that news is related to Dennis our quiet streets can quickly turn the varied and unexpected events accidents or weather anomalies. hostile and dangerous. News staffs we cover. We go where the news But, when it does occur the local DeRossett must be prepared to do their jobs. happens; we experience first-hand newspaper staff must jump into It would also make sense for the what the general public only gets action. newspaper publisher, editor and staff to read about or see on news clips. BIG news happened unexpectedly to have such discussions with local Also, some journalists were arrested in Ferguson, MO, with the fatal law enforcement officials. in Ferguson while doing their jobs. shooting of a young black man by a First, relationship building is Journalists being arrested just for white police officer. We’ve all read always beneficial to both sides. being journalists covering news the stories, seen the news footage of Did you know MPA has Second, having concerns and ideas events simply cannot happen. the aftermath and realize the story a Newspaper Disaster discussed and resolutions in place For most aspects, let’s hope that will resonate for a long, long time to Plan available for beforehand puts everyone on the what happened in Ferguson is an come. same page and would, hopefully, anomaly. But it’s inevitable that From a news perspective, this download to members? enable both to be able to do their BIG news will come soon, in some incident should be the impetus for Go to mspress.org and jobs cooperatively and safely. Don’t form, to a community we serve. Dust every newspaper – daily, weekly, expect agreement on all issues, but, off the disaster plan folder and re- large or small – to look internally click on ‘Resources” nonetheless, having the conversation familiarize yourself and your staff and determine how prepared they to obtain a copy. ahead of time will be greatly with its contents. As, pray that the would be for such an unexpected, beneficial. Make sure you have the big news in your community is the instantaneous, BIG news event in cell phone numbers of the mayor and fun kind, like a big lottery winner. their coverage area. The discussion In Ferguson, the city streets quickly chief of police for readily-accessible Dennis DeRossett is executive director and planning should go beyond became hostile and dangerous. contact. having each individual’s contact In Ferguson, several reporters of the Illinois Press Association. His email Would your news staff be prepared address is [email protected] information and knowing who to function – safely – and report were injured while covering the would cover or photograph what. from amid crowds of hostile events. Some may have been 10 >> Fourth Estate >> December 2014 ad libs Recognizing the ‘five levels’ of listening crucial yle is an advertising manager both in one-on-one and in group 4. Attentive: “Now we’re getting who understands the value of settings.” somewhere,” he said. “This is where Llistening. “One of my first bosses This can be seen as a form of the listener pays close attention to talked incessantly,” he told me. “She punishment. For example, Person A the speaker. It becomes a dialogue, boasted about her intelligence and John ignores Person B, because he or she where the listener picks up details acted like no one else’s ideas were Foust is angry or hurt. Or it may be a signal and asks for clarification.” worth considering. Every now and of perceived superiority or dislike. 5. Empathic: “This is the highest then – usually in staff meetings – 2. Pretend. “This is almost as level,” Lyle said. “Some people call she’d say, ‘I’m not a good listener,’ bad,” he explained, “but it doesn’t it reflective listening. When you then she’d keep on talking. intentionally try to damage the other empathize with another person, you “One day, she announced that the person.” understand their situation and hear secret to being a good listener was Lyle said, “I’ve learned that Pretend-listening is often them out. You’re demonstrating that to sit on your hands. Since most listening is a crucial sales skill. accompanied by fake smiling and what they’re saying is important, people gesture when they talk, she There’s a lot of useful information excess head-nodding, none of which and you’re getting in-step with them. thought sitting on your hands would out there – online, books, seminars is likely to fool the other person. And You can ask questions, of course, turn you into a better listener. That – for ad managers to share with if the speaker asks the pretender’s but the objective is to gain deeper was ridiculous, because all it would their sales staffs. One of my favorite opinion, the phony will be exposed. understanding and not to change the do is remind you to stop talking so concepts involves five levels of 3. Selective: “We’re all guilty of subject.” much. But when you’re not talking, listening: Ignore, Pretend, Selective, this at times,” said Lyle. “It’s a little What’s Lyle’s bottom line? “Be a that doesn’t necessarily mean you’re Attentive and Empathic.” like skimming through a book until better listener. You’ll not only sell listening. The funny thing about Let’s take a closer look at Lyle’s you see something that interests more, you’ll have better overall her so-called secret was that no listening breakdown: you. But along the way, it’s easy to rapport with people.” one in the ad department ever saw 1. Ignore: “Although this is not miss things. And the person who her sitting on her hands or doing listening in a technical sense, it’s a is speaking can be distracted by Copyright © 2014 by John Foust. All rights anything else to become a better response to a listening situation,” not having the other person’s full reserved. E-mail John Foust for information about his training videos for ad departments: listener.” Lyle said. “Ignoring a person who attention.” is speaking is totally unacceptable, [email protected].

for the Better Newspaper Editorial Sales Division in 2015. The conference will culminate From Page 1 Saturday, Jan. 31, with the will be the luncheon speaker Friday, presentation of the 2014 Better Jan. 30. Newspaper Contest Advertising Teresa Revelett, Director of Sales Division Awards. for Kentucky Press Services, will Registration for the conference lead a three-hour session on Friday is now open online at mspress.org. afternoon for sales reps who are Packets will be mailed to publishers new to newspapers. “Just the Basics” on the weeks of Dec. 15 and Jan. 5. will focus on key terms, metrics and Reservations at the conference other nuts and bolts aspects of selling group rate of $99 nightly are now newspaper print and digital products. being accepted by the Hilton Hotel. There will also be a special Reservations should be made by Jan. demonstration of MPA’s new online 13 to ensure attendees receive the contest entry system that will debut group rate.

Kamen Group December 2014 >> Fourth Estate >> 11 THe BUSINESS OF NEWS Believe it or not, millennials rely on newspaper media t has become a never-ending part of their media consumption The wide-reach of newspapers quest to define millennials. Those because it proves newspapers is especially good news for Ibetween the age of 18 and 34 are provide a level of trust other forms advertisers looking to reach this often portrayed as a self-absorbed, of media cannot. Perhaps that’s elusive demographic, as millennials narcissistic generation obsessed Carolyn why some 60 percent consider their of both genders take advantage of with technology. They are a group Little local newspapers to be trustworthy, circulars and print advertising to plan more likely to check their Twitter or according to Nielsen, while only 43 shopping decisions. New research Instagram apps than keep up with percent agree that social media sites conducted by Frank Magid Associates world events. In fact, voters age 18- can be trusted. for the Newspaper Association of 29 made up a mere 13 percent of Why does this generation have a America found 73 percent acted on the vote in this month’s mid-term women ages 25-34 read newspaper preference toward newspaper media a newspaper ad they saw in the past elections. digital content, the greatest reach content? For one, they care a lot month, typically searching online So you’re probably thinking, among any age or gender. more about reliability than speed, for additional information about the “Millenials are not engaged with the These numbers indicate that which flies in the face of conventional product or service. news.” millennials continue to engage with stereotypes. According to YouthPulse, Is it really a surprise that the Since Time Magazine dubbed newspaper media content. It should 67 of young people would rather be reach of newspaper media continues millennials as the “Me Me Me be no surprise that they largely the last to know about something but to grow in audience and relevancy Generation,” that has been the consume news through mobile have the information be accurate and among the younger generation? prevailing thought. But that is not devices and digital platforms. Overall, 72 percent prefer to be the source of Whether you’re 22, 32 or 52 – all true. 71 percent of millennials access information to a friend, instead of vice roads to information lead back to Recent studies show that America’s newspaper content online in a month. versa. newspaper media. 80 million millennials are a generation Though many will exclusively It all comes down to trust. It’s time for advertisers and of civically-minded, globally-aware consume news digitally, it would be Millennials are serious about marketers to rethink how to engage individuals who rely on newspaper foolish to dismiss print. The New educating themselves and being with millennials. media to be engaged and informed. York Times, for example, reported global citizens. Like previous There will be media pundits who generations, they need to ensure their Caroline Little is president and CEO of the 10 percent of its print subscribers Newspaper Association of America. push through with their millennial were between the ages of 18 and 24. time is well spent and what they read stereotypes while ignoring the data. According to Nielsen Scarborough can be trusted. The digital audience for research, more than half – 55 percent newspapers hit a new high of 164 – of those 18 to 34 read a print million in August and that growth was newspaper in a typical week. driven by young adults, particularly These facts showcase a generation women. Compared to August 2013, that actively seeks out news to young women (ages 18-24) were become thoughtful, informed the fastest-growing segment of the members of society. It is noteworthy newspaper digital audience, rising that newspaper content is an essential 38 percent. Likewise, 92 percent of Briefly MPA credentials now Mississippi. The DeSoto Appeal was available for 2015-16 introduced a decade ago to focus on MPA is offering photo ID badges the southern suburbs of Memphis, for newspaper members for $12 each. including Olive Branch, Southaven The credit-card sized badges are and Hernando. laminated and include a photo of the The content will now appear staffer. weekly in the main newspaper. Cost- All cards issued bear the signature savings and restructuring were cited of MPA President Joel McNeece and as reasons for the change. are valid for two years through Dec. 31, 2016. To order or for more information, Rate adjustments data contact Member Services Manager needed by MPS staff Monica Gilmer, mgilmer@mspress. Newspaper members are reminded org, 601-981-3060. to send their rate updates for 2015 to Andrea Ross at MPS as soon as Commercial Appeal drops possible. Rate adjustments need to be DeSoto County edition entered into the MPS database soon The Commercial Appeal in so that we can quote accurate figures Memphis has discontinued a daily to clients for the coming year. zoned edition of the paper that Send data to [email protected]. focused on DeSoto County in North 12 >> Fourth Estate >> December 2014 Overby tapped for Woman’s Council Legacy award OXFORD Charles Overby, a champion of the First Amendment and the free press, has been selected to receive the 2015 Legacy Award from the Ole Miss Women’s Council for Philanthropy. The Legacy Award, presented by C Spire, recognizes individuals who have made significant contributions as philanthropists, leaders and mentors and brought about definitive, positive changes in the University of Mississippi, state and nation. A ceremony to present the award will be April 18, 2015 at Carrier House, Chancellor Dan and Lydia Jones’ home on the UM campus, where Overby was educated as a journalist. “Charles Overby has traveled the globe in efforts to promote First Amendment freedoms and to discuss media relations,” said OMWC chair Karen Moore of Nashville, Tennessee. “In Washington, D.C., Mr. Overby led the development of the Newseum, a major specialty museum that explores how news surrounding historic Happy holidays moments affects our experiences. MPA staff members enjoyed a potluck dinner Thanksgiving week at the office in Jackson. In line for some good eats are For more information, visit www. Andrea Ross (from left), David Gillis, Beth Boone and Sue Hicks. omwc.olemiss.edu.

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