WPA Bulletin MARCH 2021 2121 Evans Avenue • Cheyenne, WY 82001 • 307/635-3905 • Fax 307/635-3912 • [email protected] • www.wyopress.org
Calendar PUBLIC NOTICES REMAIN IN NEWSPAPERS of Events “HARDLY ANYBODY VISITS LOCAL GOVERNMENT WEBSITES” Senate File 17 was defeated on the Senate Sen. Affi e Ellis asked the CoW to “sleep on APRIL 23 fl oor 20 to 9 (with one confl ict) on March 5. it,” give it another look and keep the bill alive. Af- WPA Spring The bill would have removed public notice ter the vote was called for, declared that the no’s Board Meeting from newspapers on meeting minutes and salaries had it and division was called, Sen. Ellis could MAY 31 for cities, counties and school districts and require be seen motioning to her fellow senators to stand the information be posted only on the government up in favor. The bill then moved forward on fi rst Memorial Day entity’s website. reading with 15 ‘yes’ votes and 12 ‘no’ votes. Offi ce Closed Most of the discussion against the bill on fi rst During second reading Sen. Ellis brought for- Feb 3, 2022 reading was about disenfranchising segments of ward an amendment that would keep the require- WPA Annual Convention Wyoming from access to the information. Many ment for publishing in newspapers and would also Casper senators noted calls from their senior constitu- require that government entities post notices on ents asking to keep their websites. the notices in their Sen. Nethercott said newspapers. Sen. that if this amendment Wendy Schuler said ...he had received a lot of helped walk “us” down that hardly anybody comments from constituents saying the path of information visits local gov- “ online and start “us” they did not want these notices taken ernment websites. where “we” need to be Sen. Chris Rothfuss away from their newspapers in the future, she was asked if savings in favor of it, even if it were worth the cost ” added a cost burden. of not informing people. Sen. R.J. Kost suggested a sunset on the Sen. Bo Biteman pointed out that payments newspaper requirement, stating it was a good step SEE PUBLIC NOTICES for county and town association dues can be high- towards moving things where they needed to be. PRINTED IN ALL OF er than the entity spends on the entirety of their Sen. Charlie Scott said that the bill was sup- WYOMING’S public notices. Sen. Ogden Driskill told the CoW posed to save money to counties and cities and the NEWSPAPERS (Committee of the Whole) that no government amendment would defeat that purpose. Visit entities had gotten a hold of him to say that they Sen. Rothfuss said that he was concerned wyopublicnotices.com wanted the bill, but he had received a lot of com- about the level of investigation and understand- ments from constituents saying they did not want ing of the suffi ciency of local government web- these notices taken away from their newspapers. sites and that there was not a level of proof that an Sen. Tara Nethercott pointed out that the Cor- additional workload to cities and counties would porations Committee supported the bill, and that it not add a level of cost. He said there needed to be was not due to any lack of respect or value of the further study on the cost and consequence of such Fourth Estate, but because it was forcing a man- action. date that was outdated. She also suggested that Sen. Ed Cooper said that in his district news- newspapers should operate better because, in her papers are the source of information and that it was opinion, the bill would pass in the future. imperative that this information remain there. First reading of the bill included an amend- Sen. Ellis’s amendment failed 10 to 17. ment by Sen. Nethercott that allowed the gov- On third reading, Sen. Bill Landen said that ernment entities included in the bill to either in recent years the Corporations Committee had publish the notices on their government website worked extremely hard to pass sunshine laws and or a “qualifi ed online publication.” Nethercott ex- that this was not the time to reverse that. plained to the CoW that the amendment was for The WPA legislative committee is grateful for legitimate news sources for communities online. all the assistance received from members and The amendment failed with only 10 yes votes. See PUBLIC NOTICES REMAIN page 12 PAGE 2 MARCH 2021 WPA BULLETIN
2021 WPA BOARD MEMBERS NEWS ORGANIZATIONS AWARDED GRANTS Jen Sieve-Hicks, President Buffalo Bulletin COLLABORATIVE JOURNALISM INITIATIVE OFFERS $2,000 FOR RESEARCH P.O. Box 730 • Buffalo, WY 82834 (307) 684-2223/Fax (307) 684-7431 By Mark Jenkins, to make it? How do factors like economic op- Email: [email protected] Rhoads Scholar, portunity, cultural diversity or outdoor amenities Jeff Moberg Wyoming Humanities play into these decisions? And what efforts are Vice-President * Sec./Treas. Months before the Jan- underway to stem the tide of loss? We are in- Sundance Times PO Box 400 • Sundance, WY 82729 uary 6 insurrection at the terviewing young people of all backgrounds as (307) 283-3411/Fax (307) 283-3332 U.S. Capitol in Washington well as representatives from University of Wy- Email: [email protected] D.C., it was clear America oming and other state leaders who are exploring Toby Bonner was becoming deeply po- “youth in transition.” Powell Tribune larized, radicalized and un- 125 S. Bent • Powell, WY 82435 able to fi nd common ground on complex prob- NEWCASTLE NEWS LETTER JOURNAL (307) 754-2221/Fax (307) 754-4873 Email: [email protected] lems. Wyoming was not immune to this chaos Publisher Bob Bonnar and public displays of hatred and violence. Kristen Czaban During the summer of 2020, Black Lives We are focusing on the impact legislative The Sheridan Press P.O. Box 2006 • Sheridan, WY 82801 Matter parades pitted placard-wielding protest- redistricting has had on the city of Newcastle. In (307) 672-2431/Fax (307) 672-7950 ers against weapons-wielding citizens in Sher- 2012, the city was split into two different legis- Email: [email protected] idan, Laramie and Jackson. On November 2, a lative districts and Weston County subsequent- Rob Mortimore Natrona County Commissioners health outreach ly lost its state senator. We are examining the Torrington Telegram session was interrupted and eventually ended by history of this decision, how it has changed the 2025 Main • Torrington, WY 82240 a cabal of loud, anti-science hecklers. Later that community, the manner in which local leaders (307) 532-2184/Fax (307) 532-2283 Email: [email protected] month, sheriffs in Teton County were harassed engage with the community, and what the future for trying to encourage mask wearing. On Jan- holds for future redistricting. Kevin Olson uary 4, a former state representative led a mob Jackson Hole News&Guide P.O. Box 7445 • Jackson, WY 83002 of anti-maskers to the Wyoming Capitol steps CASPER STAR-TRIBUNE (307) 733-2047/Fax (307) 733-2138 where he burned his mask and declared “the Editor Brandon Foster, reporters Email: [email protected] governor is killing Wyoming.” Morgan Hughes and Ellen Gerst Joshua Wood Without rational, respectful, evidence-based Saratoga Sun dialogue, our democracy is in grave danger. To We are using the Natrona County Commis- P.O. Box 489 • Saratoga, WY 82331 this end, late last year, Wyoming Humanities sioners meeting in which members of the public 307/326-8311/Fax (307) 326-5108 established the Collaborative Journalism Initia- Email: [email protected] shouted down health offi cials as a jumping-off tive. Grants of $2000 would be given to news point for our two-pronged project. In one story, Matt Adelman organizations that researched and wrote stories we are exploring the idea of civic engagement NNA Past-president Douglas Budget that focused on “the challenges and opportuni- through the lens of that chaotic event: Which PO Box 109 • 310 Center St. ties for disparate groups in Wyoming to com- parts of the population participate in local gov- Douglas, WY 82633 municate effectively and come together to solve ernment and which are absent? How do you best Email: [email protected] local problems.” deal with a “vocal minority?” Do incidents like Milton Ontiveroz, Assoc. Chair Eight news organizations were eventually this make community members less comfortable University of Wyoming awarded grants. Wyoming Humanities had a interacting with their local leaders and how do Institutional Communications Dept. 3226, 1000 E. Univ. Ave. Zoom meeting March 3 with all the grant win- you give a voice to those who might represent a Laramie, WY 82071 ners and learned about the stories they are work- marginalized portion of the community? (307) 766-6709/Fax (307) 766-6729 ing on, all of which will be published by May 1. In another story, we are focusing on me- Email: [email protected] Below is a preview: dia literacy, trying to discern what lessons local Cindy Price Schultz health experts have learned from attempting to University of Wyoming WYOFILE explain science to the community during the Communication and Journalism Editor Katie Klingsporn, pandemic: What is the best way to share factual Dept. 3904, 1000 E. University Ave. Laramie, WY 82071 writer Dustin Bleizeffer information with residents in an easily digest- Email: [email protected] ible way? What should health offi cials do when We are examining what’s it like to live as a Ken Smith some members of the community believe they University of Wyoming young person in Wyoming. Is there still a “youth have information that disproves health recom- Liaison Emeritus exodus” contributing to a lack of talent in the mendations? How can communities overcome Email: [email protected] workforce and culture, or can young people no challenges with media literacy? How do you get WPA STAFF longer afford to move away? For those young public safety news to a home without cable or Darcie Hoffland, Executive Director people who do envision a future in Wyoming, Internet or in homes where English is not the Cec Moats, Deputy Director what does that look like and how do they plan See RESEARCH GRANTS AWARDED page 10 WPA BULLETIN MARCH 2021 PAGE 3
LEGISLATIVE REPORT 2021 WPA COMMITTEES Hall of Fame SF20 – Public records-personnel fi les about protecting the whistleblower. Ken Smith (Chair) UW Liaison Emeritus A bill that clarifi ed the right of inspection for On behalf of the WPA and the Casper Star-Tri- bune, editor Josh Wolfson reiterated previous Pat Schmidt personnel fi les and opens them up to high-rank- WPA Past-president testimony from the House Judiciary Committee ing state employees including the president of the JT Malmberg University of Wyoming and community colleges, meeting, saying that the law ultimately protects Cody Enterprise and directors of state agencies was defeated right the public’s right to know. Kevin Olson out the door. Also testifying from the WPA membership Jackson Hole News&Guide was Brian Martin, managing editor of the Wyo- On March 10th, the Senate Judiciary Com- NNA mittee heard the bill, which included testimony ming Tribune Eagle. He drove home the point that Robb Hicks (Chair) from Dale Bohren, Publisher Emeritus of the the journalists given privilege in the bill were pro- Buffalo Bulletin Casper Star-Tribune, who was helping concep- fessional and legitimate reporters. Matt Adelman Jim Beck, Wyoming Broadcasters’ Associa- Douglas Budget tualize the bill during the interim. Bohren stated that there are people paid with public funds who tion, said using a confi dential source is a journal- Legislative ist’s last choice, not the fi rst. Jim Wood (Chair) have a huge responsibility and impact in the state, Wyoming Newspapers, Inc. whose behavior and job performance should not While there was no one from the public giv- ing comment against the bill, it was the last one to Bob Bonnar be shielded from the public. Newcastle News Letter Journal be heard by the committee and time was pressing. Representatives from Wyoming Association Josh Wolfson of Municipalities (WAM) testifi ed against the bill The main concern expressed by Sens. Tim French Casper Star-Tribune and said that it was a broad response to a specifi c and John Kolb was that there was no penalty to Jeff Moberg issue concerning former president of UW Laurie journalists for misconduct or violations of the Sundance Times Nichols. They said their main reason for opposing shield law, and Sen. Ed Cooper expressed his con- Kristen Czaban cern of abuse of such a law. The Sheridan Press the bill was that there must be confi dentiality in the process of hiring city managers and admin- No amendments were made to the bill and Marketing / Audience voting against it were Sens. Kolb, French and Darcie Hoffland (Chair) istrators. They stated there would be a chilling WPA Executive Director effect, and that cities would not get good candi- Cooper. Sens. R.J. Kost and Tara Nethercott were the yes votes, although Nethercott was not in at- Mark Tesoro dates. David Frasier, executive director of WAM, Uinta County Herald tendance. said the bill was a “bad idea,” and that there would Kevin Olson be signifi cant and unintended consequences. “We The WPA legislative committee sends a big Jackson Hole News&Guide live in a fi shbowl as is.” thank you to Chris Merrill, Brian Martin and Josh Rob Mortimore Sen. Kolb, who was the most outspoken leg- Wolfson for their on-point, succinct and weighty Wyoming Newspapers, Inc. testimony throughout the process. Toby Bonner islator on the committee in favor of the bill, stated Powell Tribune that people have a right to know. He said that sun- shine is not a bad idea in this case because these SF91 – Probate-discovered property Contest publication requirements Jim Angell (Chair) people work for the public. He said the public is Wyoming Newspaper Exchange A bill relating to wills, estates and probate, their boss, thus making their info public. Jen Sieve-Hicks Sen. Nethercott said there was a lot of am- states that notices required to be published shall Buffalo Bulletin biguity surrounding the concept in general, but be charged at a rate not to exceed the amount Brian Martin thought that any issues with the bill could be over- charged by a newspaper to counties under W.S. Wyoming Tribune Eagle come through the process in the interest of sun- 18 3 518(a), at the lowest rate for display adver- Joshua Wood shine. tising or at the open local display advertising rate, Saratoga Sun whichever is less. Milton Ontiveroz Sens. Kost, French, and Cooper were the no UW/Associates Chair votes against Nethercott and Kolb. According to WPA Attorney Bruce Moats, there is no need for this bill as the statute (18-3- Convention HB103 – Journalists-privileged 519) does not differentiate between government Darcie Hoffland (Chair) communications and private-party public notices. Both are gov- David Peck Lovell Chronicle After passing through the House with amend- erned by the statute limiting the charge. At fi rst, the WPA did not see any issue with duplicating Ken Smith, Rob Mortimore, ments to the defi nition of a journalist and excep- Joshua Wood, Kristen Czaban tions allowing disclosure, a bill commonly re- the law, however, after being advised by Moats, Budget ferred to as a shield law failed to pass the Senate the WPA legislative committee became concerned that with its passage, it may lead to confusion Jen Sieve-Hicks, Jeff Moberg, Judiciary Committee on the 19th. Kevin Olson Chris Merrill, Wyoming Equality State Pol- from other private parties thinking that they could icy Center, testifi ed in favor of the bill. He said be charged at any rate the newspaper chooses. that while the bill provides privilege to journalists The bill was referred to the Judiciary Com- and upholding the First Amendment, it was really See LEGISLATIVE REPORT page 12 We have the power to keep you informed
We take seriously our responsibility to provide safe, reliable and affordable electric service to customers. We’re also committed to providing accurate and timely information to Wyoming communities, news media and others.
Reach us anytime at our News Media Hotline, 1-800-775-7950. For customer service, call toll free at 1-888-221-7070 or visit rockymountainpower.net.
From left: Tiffany Erickson and Dave Eskelsen ©2021 Rocky Mountain Power WPA BULLETIN MARCH 2021 PAGE 5
FRIENDLY REMINDER: PAY MEMBERSHIP DUES BY MARCH 31 The March 31 deadline for WPA 2021 to assist reporters with public meetings and revenue to your paper through display, on- membership quickly approaches. So far, public documents questions. Reporters can line and pre-print advertising placements. the WPA has only received dues from fi f- call the hotline at any time to determine Additionally, the total divided out to all the teen newspaper members. whether a document or meeting should be members in statewide program dividends Invoices were mailed the beginning public and how to proceed if they are being was nearly $50,000, putting the total adver- of February – if you did not receive yours denied access to either. It is a FREE service tising payout to member papers in the 2018 please let the WPA offi ce know. for our members. fi scal year over 1.3 million dollars. Why is it important to pay your dues in a timely manner? We’re glad you asked! -3- Public Notices -5- Conventions The WPA lobbies to keep public no- The WPA puts on one of the best press -1- WPA Membership to the Nation- tices in your newspaper and keep your conventions in the country! Members are al Newspaper Association is due in community and state government transpar- provided the opportunity to network, par- March. ent. In 2018, we travelled to four interim ticipate in roundtables with peers, expand The benefi ts of this membership are committee meetings around the state per- their knowledge, listen to incredible speak- too numerous to list, but here are a few: taining to the public records act. We lob- ers and celebrate their accomplishments. Postal Counseling, Government Policy bied during the session to put down three Representation, Business Laws Hotline, bills that would have removed public no- -6- Legal assistance industry resources, discount on NNA Li- tices from newspapers. We co-published The WPA assists members when they bel Shield Policy, shipping discounts, free the pamphlet, “Public Notices an American fi nd themselves in costly legal situations. yearly subscription to Publishers’ Auxilia- Tradition” with PRNC. We maintain free ry, free access to Great Idea Webinars and online access to public notices published in -7- Awards database for increasing revenue + revenue Wyoming newspapers. The WPA celebrates the winners of the support. Pacemaker Contest by recognizing great -4- Advertising work with plaques, trophies and certifi - -2- FOI Hotline The WPA staff is an extension of your cates. The WPA also gives internship assis- The hotline was created in the 1990s ad department and works hard to enhance See MEMBER DUES BENEFITS next page
%HWWHU WRJHWKHU Strong communities better us all. We give of our time and resources to help make this a place we can all be proud to call home.
See how we’re involved at blackhillsenergy.com/serving.
©1313 422422_422_212 PAGE 6 MARCH 2021 WPA BULLETIN
NDNA GRATEFUL TO WPA FOR JUDGING NEWSPAPER CONTEST Thanks to all the WPA members who recently volunteered to of volunteers who judged the Montana Press Association Con- judge the 2020 North Dakota Newspaper Association (NDNA) test! Better Newspaper Contest. The NDNA will return the favor and judge the WPA 2021 The NDNA was grateful for your invaluable help recogniz- contest. Having our peers judge our contests is so important to ing excellent work done by their member publications. keeping our association awards ceremonies vibrant and for hon- “It went very smoothly!” said Kelli Richey, marketing direc- oring the hard work done by community newspapers. tor for the NDNA. “Thank you!” If you were a volunteer and have feedback about how the This year, 56 members of the WPA volunteered to judge the judging process went, we’d love to receive it, so please don’t North Dakota newspapers, twenty more than last year’s number hesitate to reach out to the WPA offi ce.
MEMBER DUES BENEFITS CONTINUED FROM PREVIOUS PAGE tance to three winning newspapers every We invoice over 1,100 insurance com- ers and photographers now have to provide year. panies each year for the Wyoming Depart- identifi cation for access. ment of Insurance. Companies must pay a And there’s much more. You have a vi- -8- WPA Newspaper Directory fee each year to keep in compliance with tal organization, working for the benefi t of We provide an up-to-date directory of state statute. Also, per statute, the WPA the newspaper industry and it is owned by all our newspaper members and distribute creates and places informational ads in all you. it regularly. Additionally, we work hard to legal newspapers every month. We are employed by you, our mem- keep you informed about industry news bers, and governed by you through a board through our website, social media and -10- Press Passes of directors to work with you and for you. e-bulletin. We produce, laminate and mail press Paying your membership dues keeps passes per a publisher’s request. At many your company strong, stable and running -9- Insurance billing and advertising events - in particular sports events - report- smoothly. WPA BULLETIN MARCH 2021 PAGE 7
WHAT’S ADOBE THINKING? START MAKING PLANS TO TRANSITION TYPE 1 FONTS
years ago. So, when GXpress managing editor Peter by Kevin Slimp Coleman wrote to me all [email protected] the way from Australia and asked if I would be writing something about Adobe’s “Out with the old and in recent announcement with the new!” concerning Type 1 fonts, I We’ve all said it, and the felt like I was back in front idea of replacing outdated of that convention audience technology with something in Nashville. new is sometimes exciting, Yes, Peter, it’s true. Type sometimes frightening. 1 fonts are on their way Keeping up with technology out…at least as far as comes with a cost, however, Adobe is concerned. Say it and one of those costs is ain’t so, Adobe! letting go of familiar, albeit Okay, hang on. It’s not antiquated, tools. that bad. Remember VGA % Keep track of the Type I suspect this could In 1994, I stood in front of ports? What about DVD 1 fonts used in your speed the move of some an audience in Nashville, drives? We all thought workflow. When a mes- newspapers away from Tennessee and announced Apple had lost its senses sage comes up, reminding Adobe to other software the Syquest drive would soon when they removed DVD you that you’re using a options. Hundreds of give way to the smaller, less drives. How would we in- Type 1 font, take note. newspapers have attended expensive, Zip drive. The stall software? Within a few weeks, you my recent Affinity group almost laughed me out Don’t panic. You’ve got should have a good idea webinars, and most say of the convention ballroom. until 2023 to figure out what of which fonts will need they’re considering a move How many Mac users you’re going to do about to be replaced. away from Adobe software remember the SCSI inter- fonts. I wouldn’t wait that % Make a long-term plan in the near future. I’m not face? For that matter, how long, however, if it were me. right away. Determine recommending a move from many PC users remember Beginning January what to do about Adobe software. But if you the parallel port? Does 2023, Type 1 fonts will no documents with Type 1 are considering a move anyone remember the Apple longer appear in Adobe fonts. Your templates will to Affinity or something FriendlyNet? Be careful font menus, nor will they require tweaking. Two else, now is a good time before admitting it. You’re operate in Adobe software. years – well, less than to look seriously at your bound to age yourself. Existing Type 1 fonts in two years now – will pass options. Let’s face it, if Like many, I screamed documents will appear as before you know it. you’re replacing fonts and (metaphorically) at the top “missing fonts” when you % Consider a re-design. redesigning your templates, of my lungs when it was open a document. It’s the perfect time to cre- now might be the proper announced that FireWire The good news is that ate new templates, while time to have a discussion was going the way of the fonts embedded into your you are replacing fonts. about software. Syquest. How would we PDF and EPS files are safe. % Begin replacing It’s not the end of the connect our external hard They will still work when fonts. Can’t live without world. The worst-case sce- drives? Certainly not with placed on a page in InDe- Palatino? You’d better find nario is we have to spend a USB. sign. However, don’t try to an OpenType version of few hundred (or a few thou- My latest computer, a open them in Illustrator or the font before 2023 arrives. sand) dollars and replace a Macbook Pro, came with Photoshop for editing. You’ll few fonts. But like the move four ports, all the USB-C be welcomed with that same If you’re using Adobe from Ethernet cables to variety. How was I supposed “missing fonts” error. products, and who among wireless networks, the move to connect four external us isn’t, there are plenty of away from Type 1 fonts has hard drives, three monitors, My advice: fonts to choose from in the been a long time coming. and all the other devices % Start planning now. Creative Cloud font library. Gather your staff togeth- connected to my earlier Don’t wait. Make a long- That gives you a good place er. Consider your options computer? term plan for dealing to begin. If you’ve pur- and make a long-term plan. Who knew we wouldn’t with Type 1 issues in your chased Type 1 fonts from You’ve got a little more than need cables much longer? documents. Some Adobe Adobe and other foundries, a year. Don’t be surprised The new $28 speaker that products, including In- contact them to learn if when 2023 arrives. arrived on my doorstep to- Design, now remind you there’s an day is wireless. At the same that you have Type 1 fonts upgrade path Catch Kevin’s upcoming webinar schedule at: time, it’s clearer and louder when opening documents. to OpenType than the wired speakers I It’s a regular occurrence versions of the newspaperacademy.com paid more than $200 for six on my screen. same fonts. PAGE 8 MARCH 2021 WPA BULLETIN
WHAT MAKES A GOOD HEADLINE? “FOUR OUT OF FIVE READERS DO NOT GET FURTHER THAN THE HEADLINE” By John Foust Popularity doesn’t equal effectiveness. The next time you write an ad head- Raleigh, NC Even though it’s frequently used, “Look” is line, ask yourself three questions: one of the worst headlines you’ll ever see. 1. Does the headline tell readers Imagine the ed- It’s a product of lazy writing. It communi- what the ad is about? If your ad is selling itors of a prestigious cates nothing of value to readers. banking services, say so in the headline. If news organization The headline deserves more respect you are selling kitchen remodeling, say so. sitting around a con- than that, because it is the most important If you are promoting furniture, say so. ference table discuss- part of an ad. Research shows that four out We read at a glance. If readers can’t ing a breaking story. of fi ve readers do not get further than the determine quickly what an ad is about, The story is written and all they need is a headline. Unfortunately, this means that they’ll skip it completely. headline to convey its importance to read- only 20 percent of the people who read an 2. Does the headline promise a ben- ers. ad headline will read any of the body copy. efi t? There are several types of headlines: Someone says, “I’ve got it. Let’s use In other words, headlines have a lot of (1) those that promise a benefi t, (2) those one word: ‘Look.’ We can give it more im- weight to carry. Pick up any newspaper – or that provide news, and (3) those that sur- pact by making the two o’s look like eye- go to any online news site – and you’ll fi nd prise readers or arouse curiosity. balls.” Everyone nods in agreement, and article headlines that reveal the subjects of While each type is capable of win- the headline runs. those articles. As a result, you can make ning readership and selling products, ben- Sounds ridiculous, doesn’t it? But split second decisions on whether or not to efi t headlines have been shown to be the something similar must be happening in read more. most reliable choice. Just about every buy- advertising conversations, because ‘Look’ Doesn’t it make sense that the same ing decision we make is driven by real or has been a popular headline for years. should apply to advertising headlines? perceived benefi ts. That’s why it’s a good idea to create benefi ts-oriented advertising – and then put the major benefi t front and center in the headline. 3. Is the language believable? With- National Newspaper out believable language, our fi rst two ques- tions are not worth answering. Consider a hardware store ad which is headlined, Association Foundation ɶ “Fantastic savings on the world’s best lawnmowers.” To answer our fi rst two 2021 Better Newspaper Editorial Contest questions, the ad is about lawnmowers and the benefi t is that customers can save mon- & ɶ ey. But the puffery kills the message. Copywriters should avoid exaggera- Better Newspaper Advertising Contest ɶ tions and unsubstantiated claims in adver- tising. No one believes sweeping boasts Early Bird Incentive Deadline: Entries must be submitted like “fantastic,” or “superior” or “best ever.” online before 11:59 p.m. April 30, 2021 ɶ The right answers to these three ques- Deadline:ɶEntries must be submitted online before 11:59 p.m. June 25, 2021ɶ tions can put your next ad in the top 20 per- cent. And you’ll increase your chances of creating an ad that is worth a “look.” Each year, NNA honors the best in community journalism in the Better պ Newspaper Editorial Contest and the best in community newspaper պ (c) Copyright 2021 by John Foust. All advertising in the Better Newspaper Advertising Contest. The BNEC and պ rights reserved.
BNAC, together, make up the association’s Better Newspaper Contest. պ John Foust has conducted training programs for thousands of newspaper ad- vertising professionals. Many ad depart- For more informa Ɵon and to enter got to: ments are using his training videos to save hƩps://www.newspapercontest.com/Contests/NaƟonalNewspaperAssociaƟonFoundaƟon.aspx time and get quick results from in-house HAVING TROUBLE OR HAVE A QUESTION ABOUT RULES? a training. E-mail for information: john@ Email Kate at [email protected] a johnfoust.com
Be sure to check out the new revenue tools from The Relevance Project. A key ini a ve of The Project is to create revenue tools to help community newspapers boost their sales efforts. To download the 2021 resources, go to: h ps://relevanceprojectnet.wordpress.com/revenue-resource-2020/ The Relevance Project was founded in 2018 as a collabora ve effort of newspaper associa ons across the con nent. The Project seeks to corral the assets of community newspaper media and posi on them for relevance in a digitally focused world. At the core of its mission is to help newspapers become THE Community Forum for future sustainability as a business and contributor to transparent, responsible democracy.
PAGE 10 MARCH 2021 WPA BULLETIN
RESEARCH GRANTS AWARDED CONTINUED FROM PAGE 2
primary language? 2. “Two Rainbows Home Care: The arrange a photo and/or video of him. Calm After the Storm” single feature piece WYOMING TRIBUNE EAGLE with photos THE (RIVERTON) RANGER Editor Brian Martin A mother and daughter team (Debbie Writer Katie Fritz We are researching and writing two and Sarah) started a home care business stories. (cooking, cleaning, rides to appointments, During the past year, the offi cial 1) Talking with people of color who health checks, basically whatever those government response to the COVID-19 have run for elected offi ce here in Chey- homebound need). They serve clients in pandemic on the Wind River Indian Res- enne/Laramie County to gain an under- Douglas, but hope to expand throughout ervation has been very different from the standing of why they ran (did they see Converse County. The pair began the busi- offi cial response in other parts of Fremont themselves represented in their community ness at the start of the coronavirus, but not County. Why? Is the divergence based on growing up? If so, did those people inspire because of COVID – because they have a difference in priorities, beliefs, or expe- them, and if not, is that one reason why big hearts and they care about people. They riences among constituencies on and off they wanted to run when they grew up?), strive to make friends with all of their cli- the reservation? What are those priorities, what representation means to them and ents, and they recently found a motorized beliefs, and experiences, and how did they how they think the color of their skin might scooter for one of their senior citizen cli- contribute to such disparate perspectives have affected their campaign. ents (Jim), at no charge to him. Jim said he or approaches? My story is attempting to 2) What are specifi c instances in Chey- absolutely marvels at their compassion for understand the reasons behind the two dif- enne history -- especially recently -- in others. The mother and daughter hope to ferent approaches. which underserved communities have had continue to grow and expand their services, a harder time being heard by their elect- and spread throughout communities around THE SHERIDAN PRESS ed offi cials and/or gaining resources and Wyoming. Writer Ashleigh Snoozy amenities in their neighborhood that are al- 3. “Living With Abuse – How the Dan- ready enjoyed by more wealthy (and white) ger is Exacerbated by a Pandemic.” Three- Ashleigh has already fi nished three neighborhoods? to four-part series, with creative, artistic stories for the Collaborative Journalism photos and/or graphics. Initiative, all focused on the successes of DOUGLAS BUDGET AND 4. Spools R Us — Three local Glen- the Center for Vital Communities in Sheri- GLENROCK INDEPENDENT rock residents are banding together to re- dan Wyoming. Editor Cinthia Stimson, writers use discarded electrical spools from ener- Read these stories here: Chase Vialpando and Zach Miners gy plants and farms, as well as landfi lls, Civic engagement: CVC promotes leader- to create wood crafts and furniture for the ship, cooperation in Sheridan We will be doing almost ten stories for community of Converse County. Story will Finding what works: CVC success hinges this initiative. Here are their outlines: include information on what inspired the on human potential 1. “Lending a Helping Ann,” single main person to start the group. Includes a Buy-in: Community fi nds own solutions feature piece with photos photo. through study circles A local volunteer at a senior housing 5. Community novelist — Local Glen- complex, Ann Rex, purchased a van with rock resident gets fi rst novel published Mark Jenkins is the Resident Scholar her own money so she can take senior after 50 years (she started it 50 years ago for Wyoming Humanities. A critically ac- citizens on short outings and longer trips. and just recently fi nished it). Story includes claimed author and internationally recog- Rex noticed that when COVID and man- a feature on her and a photo of her in her nized journalist, Jenkins covers politics, datory quarantining struck, depression bedroom next to the computer she used to geopolitics, ethics, adventure and the en- rates rose in the seniors living in the com- digitize and edit the original manuscript. vironment. Among hundreds of stories, he plex. Rex has already taken them on a few 6. Local resident impacted by the ener- has written about landmines in Cambodia, outings, one to a local restaurant for free gy bust, who works for a company that cre- the war in Eastern Congo, the loss of koa- pie day, one to Casper. She has also given ates motors for oil/gas drill sites. Company las in Australia, global warming in Green- the seniors rides to appointments on sever- was acquired by another and downsized, land, ethnic cleansing in Burma and climb- al occasions. She has plans to take seniors and he is being forced to relocate to Texas. ing Mt. Everest in Nepal. The Hard Way out of state, possibly to Deadwood, South Story includes still photos and video. columnist for Outside magazine during the Dakota to go gambling this summer or to 7. Local community resident work- fi rst decade of this century, for the past doz- the Wind River Casino. Rex is a senior citi- ing in the struggling oil and gas industry. en years Jenkins has been a contributing zen herself (but don’t tell her we said that). He works as a derrick hand at an oil site. writer for National Geographic Magazine. Will include speaking with several seniors Was laid off earlier in the pandemic, and His work has won numerous awards . He is about how this has improved their quality is working there again now, but struggling the author of four books and his work has of life; what life has been like during the and considering a new line of work. Cur- appeared in dozens of national and inter- pandemic. rently working with this source to try to national magazines. 15 TIPS On Winning Back Advertisers
Never give up when a major advertiser quits. Here is a series of suggestions on how to win a return:
1. Be thorough in constructing both sides of 9. Save all reader reaction when it’s discovered the the departure: put yourself in the shoes of the advertiser decided to leave you. Ask readers how advertiser and list its known reasons; then, hear out they used the ads to make shopping decisions. your ad team, especially the sales representative Compile and share with the advertiser to assigned to the account. Facts, not feelings. press your point further.
2. Analyze the lists for strengths and 10. Refrain from blasting the advertiser in public. weaknesses, opportunities and further challenges. Others will note that for future reference. Here, you can speculate in pursuit of more facts. 11. Get creative. It’s always amazing just how many 3. Get to the decision-maker and secure a meeting advertisers are surprised by your strong digital ASAP to learn more about the reasons. products. Repackage your advertising solutions with a multi-media approach to offer different solutions. 4. Dig into the advertiser’s key performance indicators. Then, rank them by importance. Was the 12. Come up with a new campaign for advertiser, for example, focused on driving traffic to the advertiser. Surprise them. its store, or was it more interested in getting email addresses or text numbers for a digital campaign? 13. Consider finding a middle ground apart from, Match your follow-up conversation and pitches to say, a store’s sale ads. Many businesses support these customer-desired metrics. local charitable efforts. Offer to partner there in terms of a sponsorship where you are hired to help 5. If it’s a chain with outside-your-market ownership, inform what the non-profit group is doing. strengthen the newspaper’s relationship with local (Label this sponsored content to distinguish managers who know your market. Are they good from news coverage.) advocates for you? If so, further improve. If not, focus here. 14. Invite them in to your office (works best when there isn’t a pandemic shutdown) to meet your staff. 6. Secure research and data that support your Suggest they watch a news decision meeting in value. Local market research is the best. action. Let the advertiser see the local residents working at the newspaper, which depends on ads to 7. If local market statistics don’t exist, tap the pay salaries and other bills. research that regional and national organizations have compiled to show newspaper effectiveness. 15. Keep at it. It could take multiple pitches. Walk a fine line between being a pain in the neck and 8. Know your competition, especially if they’ve professionally persistent. But each time you knock, gained your advertiser. Where can you show you’re you could pick up added insight. better? Use discretion here, as merely badmouthing a competitor may backfire. Make it about your Winning back an advertiser makes for a great strengths knowing a noted point can be compared victory. Here’s to more happy days. to a competition’s shortcoming.
NEWSPAPER POWER. Print, Digital & Social Solutions for our advertisers.
Design by Metro Creative Graphics, Inc. WPA BULLETIN MARCH 2021 PAGE 12
PEOPLE AND OTHER STUFF LEGISLATIVE REPORT CONTINUED FROM PAGE 3 Wyoming Newspapers, Inc., Publisher Rob Mortimore has mittee, but Friday, March 19 was the last day for bills to come out announced that “The local newspaper press is back in business.” of committee and it was not brought up for hearing by the com- After a business decision moved his printing operations to Chey- mittee chair. Therefore, the bill is considered dead. enne in 2019, Mortimore found it would be mutually benefi cial to bring press operations back to Torrington. The press operations SF23 – Public meetings-executive session will bring back fi ve full-time jobs to the area. for security plans This is a bill related to an exemption on the open meetings law when discussing safety and security planning. The bill was CLASSIFIED originally brought up during the 2020 legislative session, and the WPA was genuinely concerned with the broad language that had The Douglas Budget and Glenrock Independent have en- been drafted. The bill was sent to WPA attorney Bruce Moats for try-level and experienced openings for general assignment / hard his recommendation. Moats narrowed the language to help en- news reporters and a photojournalist – as well as summer intern- sure the exemption would not be used outside its intention and ships – available. Various start dates, so we can be fl exible with the WPA presented it as an amendment during the session. It was your schedule this spring and summer, and both full and part-time adopted, garnering our support as it moved to the House. When it fl exibility. FT sports reporter position also is available now but reached the House Corporation Committee, however, the motion must be fi lled before mid-August. Contact Publisher Matt Adel- to pass the bill failed. The language the WPA wrote for the bill man, [email protected]
PUBLIC NOTICES REMAIN CONTINUED FROM FRONT PAGE staff. Newspapers ran great editorials and house ads opposing the legislation and fi ghting for the people’s right to know. Additional- ly, they sent information to the WPA offi ce needed on readership and testimonials from readers or stories about the results of run- ning notices in newspapers. Many publishers reached out to their local representatives, and those on-the-ground conversations with them were critical to defeating SF17. The WPA is also incredibly thankful to our legislative com- mittee chairman Jim Wood and lobbyist Jonathan Downing, for the invaluable work they did to get the ‘no’ votes needed to kill the bill in the Senate.