An Honor to For the Raise Your Be Nominated Record Voice The WNAF is accepting Participants in Attorney Want to strengthen your nominations for young General Brad Schimel’s editorial page? The WNA news media stars for Open Government Summit has a workshop for you: its Future Headliners discuss Public Records Amplify Your Editorial Voice. program through Sept. 21. Laws and technology.

See Page 3. See Page 3. See Page 2. BulletinTHE News and information for the newspaper industry

AUGUST 2015 ... among the world’s oldest press associations Register Now for ‘Selling Wisconsin’ Ad Summit

The Wisconsin Newspaper Association (WNA) weeklies and a large direct Ideas and Eyeballs Sales Selling Wisconsin: Print & Digital invites you to Selling Wisconsin: Print & Digital mail shopper, as well as a Training and Consulting to Ad Sales Strategies Ad Sales Strategies. The inaugural event pairs number of online and com- provide sales training and Wednesday,. Sept. 30-Thursday, Oct. 1, leading state and national advertising executives mercial printing enterprises. management consulting Heidel House Resort in Green Lake and trainers to guide attendees through their most Busch is also a founding services to publishers and effective sales tactics. Attendees will acquire a member of the Leadership industry associations. Schedule toolkit of ideas to increase ad revenue while Institute, the training initia- 9-10:30 a.m.: Native Advertising Session (TBA) building brand recognition. tive of the Association of Joe Mathes is digital 11 a.m.-Noon: Using Print to Sell Digital with Free and Community Papers Jim Busch advertising strangest and Joe Mathes Joe Mathes The ad summit kicks off the evening of (AFCP). He is dedicated to vice president of Wisconsin- Noon-1 p.m.: Lunch Wednesday, Sept. 30, with a cocktail reception providing “100% Fluff-Free” training and coach- based Delta Publications and a partner in Delta 1-1:30 p.m.: Sales Forum at the Heidel House Resort in Green Lake. On ing sessions for sales people and sales managers. Online. Mathes doesn’t just talk the talk, he lives 1:45-3 p.m.: Breaking Through the Wall: Thursday, Oct. 1, experts will share their tricks of print and digital everyday in his own operation, Connecting with Potential Customers with the trade in sessions throughout the day. As a trainer, Busch has built a reputation for with his advertisers, and as a digital revenue Jim Busch delivering well researched content in an enter- consultant to publishers across the country. A 3:15-4:30 p.m.: Creative Leadership: Getting Two speakers have been confirmed and a taining and memorable style. His goal is to train self-proclaimed media junkie, Mathes has been a the Most Out of Your Sales Team with native-advertising session will be announced soon. using real world techniques that will enable sales newspaper publisher since 1987 and will provide Jim Busch people to thrive in today’s challenging economic insights into successful digital advertising sales. Jim Busch is the sales trainer for Trib Total climate. He is a prolific writer and is the author He believes in newspapers and has made his Fee: $99 for the first employee, $75 for each ad - ditional employee from the same newspaper. Media in , . His compa- of the monthly Link & Learn column published mission preparing newspapers for the future, par- *REGISTER HERE* ny owns eight daily newspapers, more than 20 by PaperChain.org. In 2008, Busch founded ticularly in the way of generating online revenue. WNA Publishers Leave Monumental Legacies

The Memorial Pylon Ceremony Tribune for eight years. Afterwards, he served husband Walter in 1951 and John “Jack” LaGasse, as the director of the office of information at the published it until her retire- published the Thorp Courier at the annual Trees Retreat is Wisconsin Department of Transportation. He ment in 1994. The Gleasons for 32 years with several wrote several books, including a sesquicentennial were proudly active in the business partners, including an occasion to honor history of Mineral Point and a history “The Road WNA. Arleen served on the his brother-in-law William Wisconsin’s newspaper Builders of Wisconsin from 1902-1992.” board of the Clintonville S. Wagner and, later, his Area Foundation, and was wife Joyce. The World War publishers that offers a Gary Gaier, former publisher of the Chippewa a member of the American II veteran served in the (Falls) Herald Telegram, Association of University Army Signal Corp, which glimpse into their lives. began his newspaper career Women. developed, tested, provided and managed com- at that publication as adver- munications and information systems support for Community leader. Mentor. Volunteer. Veteran. tising director. He later Marcie Harbeck, former publisher of The the combined armed forces. LaGasse was a dili- These are some of the roles Wisconsin Newspaper served as group manag- Statesman in Kewaskum, gent participant in the Thorp Male Chorus, Thorp Association members served in the newspaper er for Lavine Newspaper ran the newspaper with her Fire and Ambulance Department, American industry and their communities, part of legacies group, overseeing a group of husband Bill, whose fam- Legion, Masons, VFW and Thorp Businessmen’s that deserve recognition. Wisconsin dailies. A mentor ily owned the publication, Association, among others. He also founded the to many in the industry, Gaier for more than 30 years. The Miss Thorp pageant. The Memorial Pylon was erected in honor was named WNA Publisher of the Year in 1988. couple passed the newspaper of WNA publishers who have passed away. On The avid hunter and fisherman was a member on to their daughter, who Lawrence “Larry” Paul, Friday, Sept. 18, the WNAF will induct a new of the Chippewa and Rusk County Conservation then passed it on to her son. former publisher of the group of publishers. We’ll also rededicate the Congress and served as president of the Chippewa After Bill’s death in 1988, Epitaph News in Viola, Memorial Pylon, rebuilt in 2014 as a monument to County Bowhunters in the early 1960s, as well as Harbeck continued to work at the newspaper with worked in depart- all Wisconsin newspaper publishers on the Trees president of the McDonnel High School Board. her daughter, answering phones, proofreading and ment of the Chicago Tribune for Tomorrow Campus in Eagle River. serving her signature ham sandwiches without for 21 years before buying Richard “Dick” Garber, a fourth-genera- bread crusts to the staff until 2002. Her grandson the Epitaph News in 1985. He Please join us to celebrate the lives of these tion newspaperman, was Andrew, who also published the Statesman, said, ran the newspaper until 1988. special individuals with their colleagues and publisher and editor of the “She was selfless and always found the good in He then worked as a film loved ones. A reception at 11 a.m. will be fol- Osceola Sun from 1965- people, always had something nice to say about technician at Burne Photo Imaging in Madison until lowed by lunch from 11:30 a.m.-12:30 p.m. The 1977. Garber began his someone. In the newspaper business, that’s really his retirement in 2006. Paul loved classical music, induction and rededication ceremony will follow. career at The Beachcomber difficult.” baseball, Bears and Badgers football and discussing in Vashon Island, world events over an Old Style beer. The WNAF is still accepting donations to the Washington, with his father, Duane Kelley, former pub- fund for the new Memorial Pylon. You can honor after serving in the Army lisher of the Elmowood Argus, Richard Whaley Timmons, WNA publishers and the newspaper industry by Air Corps during World War began his newspaper career in former editor and publish- donating at this link or by calling 608.283.7620. II. In 1954, Garber and his family moved to his native Minnesota. In 1977, er of The Rhinelander Daily Alaska, where he worked at the Anchorage Daily Kelley and his wife Colleen News, spent more than George Bechtel, former publisher of . In 1965, the Garbers moved to Osceola, bought the Elmwood Argus 46 years in the newspaper Iowa County Democrat where they realized their dream of owning and in Spring Valley, Wisconsin, business, starting in New Tribune, now the Mineral operating their own newspaper and print shop. where he worked until he England end ending with Point Democrat Tribune, retired in 2000. Kelley did running the Daily News from got his start in journalism Arleen Gleason, former publisher of the more than work in newspapers: He pumped gas, 1979-1998. In his retirement, as the editor of the student Clintonville Tribune-Gazette, graduated from flipped burgers, fixed guitars and rain a screen repair Dick worked as an on-air host for Midday Classics newspaper while attending the University of Wisconsin-Madison School of business. Kelley enjoyed snowmobiling and riding on Rhinelander’s Wisconsin Public Radio station. Ripon College. After serv- Journalism in 1947. After graduation, she worked his motorcycle and scooters, as well as woodwork. He loved classical music and was a long-time ing in World War II, Bechtel as a reporter at the Portage Daily Register. Arleen member of the Nicolet Male Chorus. co-published the Democrat bought the Clintonville Tribune-Gazette with her For more on the Trees Retreat, see Page 2. 2 WNA BULLETIN | AUGUST 2015 WNA news Trees Retreat 2015 In a few weeks, Wisconsin Newspaper We are proud to be rededicating the new, gran- The WNA room rate at Days Inn Eagle Association (WNA) members from around the ite WNAF Memorial Pylon and commemorating River has been extended through Sept. 2 of state will gather at the scenic Trees for Tomorrow another group of Wisconsin newspaper publish- $79 on Thursday and $89 on Friday. Register Campus in Eagle River for the WNA Foundation ers for their service to their communities. We also now and we’ll see you there! Please call us at (WNAF)’s annual Trees Retreat. We have net- have a valuable training opportunity and a golf 608.283.2620 with questions or email Julia. working, training and more on tap for this annual outing to round out schedule. [email protected]. event that’s like no other. REGISTER online now! DONATE to the Memorial Pylon Fund Schedule LEARN Thursday, Sept. 17 Starting at noon: WNAF Golf Outing Trees Training: Amplify Your Editorial Voice Fundraiser at St. Germain Golf Club Afternoon Arrivals: Registration in the Are you fully harness- Attendees will benefit from: Education Hall - Explore the grounds, fix your ing the power of your “Every newspaper in Wisconsin can bunk or settle into your hotel room. Grab a newspaper’s editorial • straightforward, honest comments about benefit from this workshop.I at- chair under the pines to renew old friend- voice to engage with your their editorial pages, ships and make new ones. audience? tended my first critique session with • new ideas for editorial pages, Tim L. Waltner 15 years ago and got a 6 p.m.: Appetizers and cocktails on the Tim L. Waltner, a commu- Trees for Tomorrow Campus nity journalist and publish- • discussions about the writing process page full of advice on how to improve er with more than 40 years our editorial pages. I have been attend- 6:30 p.m. Tailgate Dinner in the Trees of experience, has the tools Waltner • how to deal with tricky editorial and ethical and the experience to help issues, ing workshops ever since. Every year Campus Dining Hall followed by a campfire, weather permitting you enhance your editorial page and establish a I learn something new, from tweaking strong, independent editorial voice. • the importance of layout and graphics, and design to improve readability to the Amplify Your Editorial Voice is an expan- • handling anonymous online forum challenges. actual content. This session is helpful sive workshop that’s ideal for all newspaper Friday, Sept. 18 staff involved in the editorial process: weekly to those who have good editorial pages Breakfast: On your own. and daily editors, columnists, editorial writers, The workshop will be held from 9-11:15 a.m. and want to keep improving, those who 9-11:15 a.m.: Training in the Trees Campus reporter and publishers and anyone with an inter- and 2:30-4 p.m., Friday, Sept. 18, at the Education Education Hall est in improving editorial pages, better defining Hall on the Trees for Tomorrow Campus, 519 want to make drastic changes to their “Amplify Your Editorial Voice” editorial policies and learning best practices for East Sheridan St., Eagle River. current editorial pages, and also those Presenter: Tim L. Waltner successful editorial pages. Do you have staff members that can’t attend who don’t have an editorial page and 11-11:30 a.m.: Memorial Pylon Ceremony This workshop includes group roundtables on the entire weekend? They can still attend Amplify want to get started.” Reception near the Pylon, weather permitting editorial pages by state and regional journalists Your Editorial Voice. Education-only registration • Enjoy refreshments while mingling with who write, read and design opinion pieces for is available here. family, friends and colleagues of Memorial community newspaper editorial pages. Kris O’Leary Pylon Inductees. Publisher, The Tribune-Phonograph in Abbotsford 11:30 a.m.-12:30 p.m.: Memorial Pylon luncheon CONNECT 12:30-2:30 p.m.: Memorial Pylon Induction and Rededication Ceremony

Play it Foreward Golf Outing 2:30-4 p.m.: Training in the Education Hall in The Play it Foreward Golf Outing is your ticket to Golf Club, 9041 WI-70 in St. Germain, a 20-min- continuation of the morning program. doing a good deed while enjoying yourself and net- ute drive from the Trees for Tomorrow Campus working with Wisconsin’s newspaper professionals. in Eagle River. 4 p.m.: Happy Hour and Networking

Kick off your Trees Retreat weekend with a The outing includes 18 holes and a cart. There 6 p.m.: Steak Fry in the Wisconsin scramble tournament. All proceeds benefiting the will prizes for longest drive, closest to the pin Newspaper Association Foundation Wisconsin Newspaper Association’s Internship and more. Register now! Please note that the Demonstration Forest and Scholarship Programs. Tee times start at golf outing is not included in the Trees Retreat noon on Thursday, Sept. 17, at the St. Germain registration fee.

FlashNews WNA Seeks BNC Contest Judges Sought Verona Press Celebrates 50 Years The Verona Press celebrated its 50th You Be The Judge Volunteers will have a month to complete their anniversary in July with a special section assignments, which are available electronically. commemorating its history and how the city Learn from your out-of-state peers by taking the Judging begins around Oct. 5, 2015, and will has changed since 1965. Read more. opportunity to judge the Minnesota Newspaper wrap up by Nov. 6, 2015. Association’s Better Newspaper Contest. For more information, contact Member Services Director Julia Hunter at Julia.Hunter@ Marquette Awards First The WNA will be judging the MNA’s con- wnanews.com or 608-283-7622. James Foley Scholarship test this year and we need 70 editorial judges, Marquette University named the first recipi- 15 photo/multimedia judges and 20 advertising Click here to sign up today! ent of a scholarship in honor of James Foley, judges. Current and former newspaper employees the 1996 Marquette graduate who was kid- are eligible. BNC Contest Opens Soon napped while working as a freelance jour- nalist in Syria and later beheaded by Islamic Judging contests can be a great educational State militants. The recipient, Detroit-area opportunity to see the best work of others in the It’s time to start gathering your best work from high school graduate Jake Zelinski, 18, plans industry. As a judge, you’ll review entries from the last year! to major in theater arts and digital media at similar-sized newspapers and have the opportu- Marquette. Nearly 1,400 donors worldwide nity to request preferred categories. If you’re an The Wisconsin Newspaper Association Better Stay tuned for more details. Rules, instructions contributed more than $320,000 to the editor looking to expose your newsroom to the Newspaper Contest will begin accepting entries and categories will be released via email on Sept. James Foley Endowed Scholarship Fund. The work of others, this is a perfect chance—sign through our online portal on Sept. 1. The deadline 1. Contest winners will be announced at the $8,000 scholarship will be given bi-annually everyone up! for submissions is Oct. 1. Awards Banquet on Friday, Feb. 26, 2016, at the and is renewable each year. Read more. Madison Marriott West. 3 WNA BULLETIN | AUGUST 2015 WNA news

Know a news media wunderkind? Archive Your

Introduce us to your bright, young news media stars. We want to meet them, reward them, tap Newspaper’s their energy and share their stories.

Nominate your favorite young news media, Special marketing, advertising and circulation profession- “Being named a Future als to be part of Wisconsin Newspaper Association Headliner opened up a Foundation’s Future Headliners program. Sections whole new world to me I This recognition program that honors emerging never knew existed within new leaders in the news media industry is open to students and professionals age 30 and under. the newspaper industry. Special sections and inserts are an important Nominees must be majoring in a business, jour- part of your newspaper, which makes them nalism, media or communications field or be a - an important part of the Wisconsin Newspaper practicing young professional. Preference will The values, ethics, and les Association Digital Archive. be given to those from, studying or working in sons I learned as part of this Wisconsin. Get the most out of your free archive: don’t Those selected will be announced and profiled elite group will forever shape forget to include special sections and inserts The program will recognize up to 10 individu- in , as well as recognized during the my future endeavors. This when you upload your pages! als (five who focus on business and five with an Annual WNA/AP Convention and Trade Show, emphasis on content) who represent the best of set for Feb. 25-26, 2016, in Madison. unique experience helped If you have special sections from past editions our up-and-coming industry professionals. These to mold me into a more that have not been uploaded, please contact Future Headliners will display good character, Self-nominations and nominations from WNA Media Services Director Denise Guttery at leadership and professionalism not only at work, colleagues will be accepted. Questions? confident and well-rounded [email protected]. Feel free to reach but in the communities they serve. Contact [email protected] or professional.” out to Denise if you have any questions regarding call the WNA office at 608.283.7620. uploading pages. Help us keep the WNA Digital Future Headliners should show a commitment Joelle Doye Archive complete. to impacting their profession and the industry in The deadline to nominate a Future Headliner is WNAF Future Headliner a positive manner and be ready to serve as an Monday, Sept. 21. Enter online today! Your WNA Digital Archive is available at ambassador. Nominees must perform their jobs Former editor, The Democrat Tribune, wna.eclipping.org/wna/publish/. Registration is to a high standard and also be committed to fur- Read more about the Future Headliners Mineral Point available on the page. thering their knowledge and abilities. Program online.

Public Records Debated at AG’s Open Government Summit

By Holly Henschen the better, down to how much to charge for a Communications Director reproduction,” Aulik said.

Wisconsin’s Public Records Law has been Bill Lueders, editor of The Progressive versatile for more than 30 years, but some and president of the Wisconsin Freedom of clarification wouldn’t hurt, media law experts Information Council, suggested changing the said at Attorney General Brad Schimel’s Open threshold on fees for locating public records. Government Summit July 29. Currently, requesters can be charged if the direct cost of locating the records and making and Nearly 225 journalists, records custodians and sending copies is more than $50, according to law experts gathered for the July 29 summit at the the 1981 law. Adjusted for inflation, that amount Madison Concourse Hotel hosted by the attorney is roughly $131, he said. general’s office and planned with support from the Wisconsin Newspaper Association. Verbatim record Passed in 1981, Wisconsin’s Public Records Law was written in the wake of the Watergate One records custodian recommended reducing Scandal that eroded public trust in government. costs by posting information regarding public With the advent of emails, text messages and meetings on agency websites, rather than in social media, more records are being created, but newspapers, as current law requires. regulations regarding retention of these types of records are not spelled out in the state law. The “The problem with that is, who polices the agen- Open Meetings Law was enacted in 1976. cy?” said panelist Chris Hardie, a past president of Wisconsin Attorney General Brad Schimel speaks to reporters between sessions at an Open Government the Wisconsin Newspaper Association and former Since taking office in January, Schimel has Summit his office hosted July 29 at the Madison Concourse Hotel. Photo by M.P. King for the Wisconsin executive editor at the LaCrosse Tribune. worked to improve the speed and rate of reso- State Journal. pnse to open records requests. He said his office Hardie suggested Wisconsin’s Open Meetings will meet with smaller group of stakeholders to could use “a more definitive statement,” including Technology and costs Law be updated to mandate the recording of discuss the laws. a clear articulation that arrest records and incident closed sessions in government meetings. reports are always open, he said. During the summit, experts discussed how technology has effected public records retention, Privacy is a concern amid the glut of digital Public records “In the requester community, we’ve long been record costs and citizens’ privacy. records. Hacking and improper use of requested wary of opening the door to tinkering with our records can leave citizens prey to identity theft One strength of the public recrods law is transparency laws because the end result is Though technology provides more efficient and crimes like stalking. Public information, such its flexibility, said James Friedman, attorney they’re sometimes made worse,” said Robert J. ways to archive and retrieve records, the cost as 911 call audio, can be quickly disseminated, at Godfrey & Kahn in Madison and WNA Dreps, media law attorney at Godfrey & Kahn in of buying and maintaining that technology is and made accessible indefinitely on the Internet. Foundation Secretary-Treasurer. It has a broad Madison and WNA media counsel. Any changes high, said Jamie Aulik, Manitowoc County definition of what constitutes a record, there is a to Wisconsin’s Public Records Law should be clerk and legislative committee chairman for Video can be redacted with costly software strong presumption of public access and a man- made by a legislative council, he said. the Wisconsin County Clerks Association. It to protect the identities of onlookers, witness- date for records custodians to redact confidential also adds to confusion regarding open records es and informants, said Samuel C. Hall Jr., an information. The law as written can address Dreps recommended the Public Records Law fees, for instance, when documents are refor- attorney at Crivello Carlson in . changes in communication and in journalistic better define what constitutes deliberative mate- matted for the requester from a digital docu- Video also has a more pervasive ability to skirt reporting methods, as well as emerging mediums, rials, as well as spell out the information that is ment to a hard copy or vice versa, he said. confidentiality and privacy, for instance, when Friedman said. required in a police report. In addition, he said police offers with lapel cameras enter private public employees’ disciplinary records should “As clear as we can make the guidance about residences and the video from the encounter However, some areas of the open records law always be considered public records. what is allowed to be charged for open records, becomes public record. 4 WNA BULLETIN | AUGUST 2015 WNA news

Double Rainbow is Twice as Nice The Country Today’s Ag in Education Program Inspires Students

The Country Today in Eau The FFA students used the state as participants and deliv- Claire’s Ag in Education pro- newspapers to write reports and ered more than 200 newspapers gram is getting Osceola stu- displays for projects. to middle and high school agri- dents excited about newspapers. culture, science and business “After your brain becomes classrooms in in the 2014-15 The local Future Farmers of fried after a couple of hours school year. America (FFA) chapter featured studying, it’s relaxing to look the newspaper in its “Year in at,” Thomas Shalleen, Osceola “We’re looking forward to Agriculture” display at the Polk FFA member, told The Country expanding the program this County Fair. The group also Today. Shalleen enjoys brows- year to include more schools,” handed out 100 free sample ing the equipment ads to better Carlson said. copies of the newspaper. understand the costs of farming. Nearly 45 sponsors across “The goal of the program is “If we have down time, we the state, including banks, con- to provide schools in Wisconsin pick it up and read it and then struction companies, grocery with agricultural news that use them as study guides,” said stores and insurance groups teachers can use to follow Hunter Kautz, also an Osceola fund the program. The Country A double rainbow appeared in the sky near Marengo recently during bouts of scattered showers, bringing market trends and understand FFA chapter member. Today thanks Ag in Education some vibrant colors to the sky. Ashland photo by Sara M. Chase. issues in agriculture,” said Mike sponsors with an ad that runs Carlson, circulation director for The Ag in Education program in the newspaper for one month The Country Today. counts 25 schools across the each year. Read more. Design for Readers

ED HENNINGER

Ed Henninger is an independent newspaper attract readers in the package. consultant and Director of Henninger Con- sulting. He offers comprehensive newspaper 4. RUN PHOTOS and maps with the notices. If design services including redesigns, workshops, your county sheriff is planning to auction off design training and design evaluations. Visit some time-worn cruisers, for example, run a henningerconsulting.com or email photo of one of the cruisers. If a local church [email protected]. has applied for a permit to construct a new building, run a photo or the church.

10 Ways to Treat Public Notices 5. RUN MAPS, where applicable. If a golf club is planning to create a nine-hole course for begin- To say legal advertising is a major part of reve- ners, show readers the layout of the course. nue for newspapers would be an understate- ment. 6. RUN A GLOSSARY when you can. We all know that legals are full of lawyerish gobbledy- Legals bring in thousands—often hundreds of gook. Try to run an occasional glossary of terms thousands—of dollars annually. with your public notices. Readers will thank you for it. Until recently, when some states attempted to pull them out of newspapers (in some cases, 7. DESIGN THE PAGE. That’s not gonna be so successfully), we rarely gave legals a second easy because you can’t trim the text, as you thought. We just ran them and took the money. can with most stories. But if you’re serious about keeping your legal advertising, you can Now that we’re threatened with the loss of legal find a way to do it. And…no one promised that advertising, we need to change our thinking. this would be easy. One of my suggestions (surprise!) is that we pay 8. CONSIDER QR CODES. You can place these greater attention to the design of legals. in the legals to help take readers to web sites where they can find more details. Or perhaps a For starters, let’s stop labeling them “legal QR code can connect them to a phone number advertising” and call them what they really are: where they can ask for more details—like how to Public Notices. bid on selling the city a new computer system. Here are some ideas: 9. TEASE TO NOTICES. Often, what’s in the pub- lic notices is at least as as some of the 1. GIVE THEM a special header. I like the idea stories on your front page. Certainly, a notice of running a shallow photo of an architectural requesting building permits for a 12-store mall detail, perhaps, from your county court building. in your area is news! Don’t hesitate to direct Or, you could run a representative photo like a readers to that notice. gavel or a courtroom. 10. READ THEM! Often, your news staff will 2. INCREASE the type size That’s right: If you catch wind of a major story just by reading want people to take notice and read your notic- the notices in your own newspaper. Make sure es, run the type larger. You may be being paid you check the content of legals consistently. only to run legals at 7 point or so, but I suggest you run them the same size you run your text. So. Wanna keep your legals? Want to get them Does that make them take up more space? Yes. more readership? Do you want to keep the public notices in your paper? Yes! Stop think of them as legals and start thinking of them as public notices, an important part of 3. RUN HEADLINES. Just like other news in your newspaper for every reader. your paper, give each notice a headline to help 5 WNA BULLETIN | AUGUST 2015 Training & Public Records

Public Records and Open Government Update WNA Training the information when reporters mation and directed the lower “will set you as a board and this asked for the public records. court to consider the village’s district on fire with what you do New Richmond The city appealed the ruling, other defenses. The district and don’t know.” Read more. Mark Your Calendars for Legal Training On Sept. 18, the Supreme which then sent the case to the court again ruled for the village, Court of Wisconsin will hear oral state Court of Appeals. finding its use of personal infor- Minocqua WNA will host two sessions of legal training with attorneys arguments in the case brought by mation on the parking ticked from Godfrey & Kahn for editorial staff in October. The first the New Richmond News and its However, the Wisconsin servers a valid law enforcement A North Woods prosecu- will be Thursday, Oct. 15 in Madison, followed by training in publisher Steve Dzubay against Supreme Court agreed in May agency function and the 7th tor lost an appeal to block the a second session Thursday, Oct. 15, in the Stevens Point area. the City of New Richmond for 2015 to hear the case, bypass- Circuit Court upheld that ruling release of records concerning The WNA will announce more details as they become available. its policy of redacting police ing the Court of Appeals. in April. him that were requested by the reports in an interpretation of Lakeland Times. WNA-Sponsored Webinars Driver’s Privacy and Protection Also in June 2014, the Dreps said the possibility Act (DPPA). Wisconsin Newspaper remains that Senne could ask Albert Moustakis, the district The following webinars are available at discounted prices to WNA Association brokered a deal with the U.S. Supreme Court to hear attorney for Vilas County, had members and free to college newspaper advisors and students. Media attorney and WNA the League of Municipalities and the case. fought the release of the records Contact [email protected] for information. counsel Robert J. Dreps of other local government associ- requested two years ago by the Godfrey & Kahn said the court ations that encourages police Beloit newspaper, which sought infor- • How to Capitalize on the Buzz Around Quizzes could reach a decision by late departments to give un-redacted mation regarding complaints 2 p.m., Tuesday, Sept. 8 2015 in a best case scenario, police reports to reporters who The Beloit Daily News is or investigations relating to Quizzes are an unique solution that will drive an immense amount but it’s more likely to be handed turn in a form promising that the asking a Rock County Circuit him. When the Department of of traffic to your-or an advertiser’s-website. Plus, they are incredibly down in early 2016. information will be used in the Court judge to compel the city’s Justice informed Moustakis social and shareable, and can reach either a broad or a audience, public interest. school district to turn over doc- of the release of the redacted depending on the topic. This webinar explores how to create quiz top- In June 2014, a St. Croix uments mentioned in threats by records, he sought a Woznicki ics, the best timing for a quiz and ways to monetize quizzes. $15 County Circuit Court judge Meanwhile, the federal its former superintendent. review. A trial judge ruled that ruled that the DPPA does not courts have again dismissed the Moustakis was an elected offi- • Investigative Reporting Tools for any Newsroom require police departments to Palatine Case. That suit alleged The newspaper found men- cial, not a public employee, 1-2 p.m., Thursday, Sept. 17 redact identifying information that the village practice of plac- tion of the documents in ques- which provides standing for the You want to dig into a story that has depth and impact, but does the gathered from driver’s licenses ing a parking ticket on a car tion while examining an e-mail review and the possibility of daily grind always steal your time? In this webinar we will discuss that are documented in official windshield constituted viola- from former superintendent blocking the records release. how you can tackle that big project, while feeding the daily beast, and reports. A 2012 decision by the tion of the DPPA. The appeals Steve McNeal to the former The state Court of Appeals not sacrificing quality. This session will provide tools necessary so 7th Circuit Court of Appeals in court in 2012 reinstated the suit, board president and the dis- rejected Moustakis’s appeal and newsrooms with tight resources do not have to fear that they are inca- Senne v. the Village of Palatine rejecting the district court’s rul- trict’s attorney. McNeal sent an remanded the case for further pable of doing investigative reporting. All reporting can be considered led many municipalities’ law ing that the practice was not a email to two board members proceedings in circuit court. investigative, and going deeper with story ideas can only enrich the enforcement to begin to redact “disclosure” of personal infor- saying the document’s contents Read more. experience for readers. $35

• Revenue Diversification: A Case Study and Discussion of them and pay their salaries. They will shield from public view the Commercial Content 10:30 a.m., Wednesday, September 23 Your Right collusions of lawmakers with special interest groups, lobbyists In late 2013, The Day developed a plan to build out its Marketing and campaign donors. Division for the purpose of creating sponsored content opportunities. Webinar leader Michael Moses will review how the newspaper devel- to Know In one 2014 case, bill drafting records exposed the involvement oped policies and procedures to ensure 100% transparency for our of a wealthy campaign donor in drafting a bill that would have readers, hired professional journalists and designers, and committed reduced his own child-support obligation. The changes inserted to produce quality, engaging, and profitable content. With the team into the budget bill would keep these records secret. expanded in 2015, the Marketing Division now publishes two weekly Bill drafting records have long been understood to be public re- titles, sponsored features throughout our legacy products and online, GEORGE STANLEY cords, and are now routinely posted online. The change inserted and more than 25 Sunday magazines. The revenues associated with into the budget would make release of these records illegal. these various platforms will exceed $1.6 million in 2015. $15 Stanley is the editor of the Milwaukee Journal Sentinel. He can be reached at [email protected]. Your Right to Know is In addition, the omnibus bill cuts away at public access to infor- The Wisconsin Newspaper Association partners with Online a monthly column distributed by the Wisconsin Freedom of Infor- mation about criminal charges in the state’s online court records Media Campus, which archives each of its webinars. If you can’t mation Council, a nonprofit group dedicated to open government. system. It would allow charges filed against some individuals to participate at a perfect time or are looking for training for your staff, “disappear” from this archive. While not as sweeping as some check out the webinars, available for $35 each, on topics from circula- past failed efforts to remove records from this system, it is tion and editorial to revenue, management, and technology. Access the Democracy Demands Open Government being done with virtually no public discussion. Online Media Campus archives here.

The records these changes would seal off have, on countless On July 2, the Legislature’s Joint Finance Committee unleashed a past occasions, been used to expose wrongdoing and provide shocking assault on the state’s long and proud tradition of open essential information on the workings of government. We should Regional Training government. be pointing this out, as well as reminding people of the very strong proclamations in favor of transparency that have been It happened at night, on the eve of a holiday weekend, just a few made by our elected officials, including Gov. Scott Walker, who • News Literacy Seminar hours after the proposal was first unveiled. No one has taken as a candidate said that the state Legislature needs to be more Sept. 17 at Northern Illinois University in DeKalb credit for it. Committee co-chair Sen. Alberta Darling, R-River transparent. Hills, literally walked away from a reporter asking whose idea it Mid-America Press Institute is hosting a News Literacy Seminar was. And all of these changes are strictly policy matters, which have at Barsema Alumni & Visitors Center at Northern Illinois University absolutely no business being part of a budget bill. The committee’s cowardly action, which passed on a 12-4 party in DeKalb on Sept. 17. Speakers include Peter Adams, senior vice line vote with Republicans in the majority, was part of an omni- The people of Wisconsin need to rise in opposition to this attack president of educational programs at the News Literacy Project, and bus motion stuck into the state budget. It will effectively end the on our state’s tradition of open and honest government. The Gene Policinski of Newseum/First Amendment Center. Registration Legislature’s need to comply with the state’s Open Records Law. future integrity of our state depends on it. of $25 waived for the first 50 registrants thanks to a grant from the McCormick Foundation. Email MPI Executive Director John Ryan at The changes exempt legislative communications from the law; Republican Attorney General Brad Schimel noted the danger of [email protected] to register. shield from release all “deliberative materials” created for the tinkering with transparency at the summit he convened July 29 purpose of making law or public policy (including opinions, analy- on open government. “Messing with open government laws is like • APME NewsTrain ses and briefings prepared at public expense); shut down public touching the third rail,” Schimel said. “I think that lesson has been Oct. 29-30 at Northern Illinois University in DeKalb access to all records created in the process of drafting legis- learned recently.” lation; and specify that the Legislature can freely exempt any At NewsTrain, you’ll learn how to produce enterprise stories record from disclosure simply by passing a rule or policy. efficiently, get started with data journalism, maximize your use of social media for reporting, as well as for personal branding and These radical and sweeping changes represent a full-frontal at- community engagement, shoot engaging smartphone video, use tack on Wisconsin’s history of open government. They are clearly WNA LEGAL HOTLINE audience analytics to get your stories read, take creative approach- intended to block the public from discovering what factors drive Keep this number handy: 800.362.2664. The WNA Legal Hotline es to local features coverage, and unleash your watchdog with beat the official actions of government, especially the Legislature, and means help is just a phone call away! WNA-member editors, report- mapping. For schedule and registration, click here. will inevitably lead to abuse, malfeasance and corruption. ers and advertising staff may call toll-free to ask an attorney for immediate help when they are denied access to government meet- Should they become law, these changes would free the Leg- ings or records, have concerns about a story that could involve libel Correction: In “WNA Member Efforts Locate Last Vietnam Vet islature of the obligations of transparency in place for all other or privacy questions, face Freedom of Information (FOI) Photo” in the June-July edition of The Bulletin, was state and local governmental agencies. They will spare lawmak- principles or have a question about the legality of an ad. misidentified. Johnson is the publisher of the Dodge County Pionier. ers from the burden of accountability to the people who elect 6 WNA BULLETIN | AUGUST 2015 Among friends

ASHLAND EAGLE RIVER Michael Gage, former News Republic, the Portage Daily Register, the publisher of the Green Beaver Damn Daily Citizen, the Grant County Sarah Chase joined the Brandon Wallace, a junior at Bradley Universi- Bay Press-Gazette and Harold Independent, the New Berlin Citizen and staff of the Ashland Daily ty in Peoria, is working as the summer intern grandson of its first pub- the Wauwatosa News-Times. Pritchard also Press as a staff writer/ at the Vilas County News-Review. Wallace, a lisher Andrew Turnbull, was worked at newspapers in Illinois, Iowa and Tex- reporter. Chase served as sports communication major, is taking pho- honored posthumously as. Other notable jobs include Census Bureau a Mass Communications tographs and writing for the News-Review’s with the Bart and Cherry clerk, staff member in a special session of the Specialist in the U.S. Navy summer publication, “Vacation Week” and the Starr Recognition Award, Wisconsin State Legislature and communica- for four years before earn- newspaper’s “Salute to Emergency Personnel.” which honors a person tions specialist for a native hospital in Nome, ing a degree in marketing who has exemplified outstanding character Alaska. He was managing his family farm when management at Chippewa MADISON and leadership in their field of expertise while he passed away. Read more. Valley Technical College in consistently demonstrating a personal con- Molly Beck has been Eau Claire. viction and commitment to the Green Bay named to the Wiscon- Read more. Packers Hall of Fame and the preservation of sin State Journal’s state History. Gage was named Samuel “Sam” James Clark government and politics general manger of the Press-Gazette in 1980 APPLETON reporting team. Hired near- and was named publisher the following year Samuel “Sam” James Clark, former sports ly two years ago to report Jason Adrians, an Oshkosh after Co. bought the newspaper. He photographer for the Monroe County Democrat, on K-12 education, Beck native who’s worked at retired in 1992, was elected to the Packers died June 18 in Mesquite, Nevada. The owner had a similar position at newspapers in La Crosse, board of directors in 1999 after membership in and operator of the Sparta Bowl was friends the State Journal-Register Madison and Wausau, was the Packers Hall of Fame Board since 1980, he with former Monroe County Democrat Editor in Springfield, Illinois, before moving to Madison. named news director for was elected president of that board in 1999. In Fred Heffling. The sports fan and amateur Read more. Post-Crescent Media. 2007, Gage was made director emeritus of the photographer was at the first Superbowl, Adrians comes to the Packers board. Read more. according to Clark’s son Pat. Clark loved a good position from the Casper Jack Copeland, a former Wisconsin State cigar, happy hour, gaming, travel, crosswords, Star-Tribune in Casper, Wyoming, where he Journal sports reporter and columnist, was OSHKOSH intelligent conversation, gardening and a good served as editor since November 2013. He posthumously named the recipient of the Tom joke. He moved to Nevada in retirement. added the role of publisher to his duties for the Butler Award form the Wisconsin Intercollegiate Donovan Atkinson, a long- newspaper earlier this year. Athletic Conference. The award is given annually time community journalist, The UW-Eau Claire graduate worked first as an to a representative of the print or electronic was named editor of the assistant sports editor and then as night editor media for outstanding coverage of WIAC ath- . Joan Youmans Hamm for the Wisconsin State Journal from 2004- letics. Copeland, a former NCAA staff member, Atkinson began at the 2013. Adrians was part of a team nominated for served as WIAC sports information director Northwestern in 2005 and Joan Youmans Hamm, for- a Pulitzer Prize for their coverage of the 2011 from 1967-1996. He died in 2014. has served as copy editor, merly an executive officer protests at the State Capitol. Read more. assistant news editor and at The Waukesha Freeman, FORT ATKINSON a leader in community outreach efforts. He is a died July 11 at age 92. The graduate of William Allen White School of Jour- MADISON Alexa Zoellner joined the Youmans family owned nalism at the University of Kansas. Read more. The Waukesha Freeman Vince Sweeney, former Daily Jefferson County Union as a reporter-pho- for 105 years. Hamm and editor of the Milwaukee WAUSAU her sister brought food to Sentinel, the Milwaukee tographer. Zoellner served as the Jefferson-area the employees working Journal, and The Capital Robert Mentzer, former long hours at the newspaper and help keep Times, is retiring from his reporter, covering the engagement editor for Jefferson County Board of the newspaper running during a strike of the position as founding vice Gannett Central Wisconsin International Typographical Union in 1950. She is chancellor for university Supervisors and Jefferson Media, has been named City Council. The Western survived by 25 grandchildren and great-grand- relations and longtime to the new position of children. Read more. athletic department com- Illinois University graduate was named Depart- storytelling content coach munications executive. Sweeney plans to form mental Scholar for Journalism and interned at the Daily Herald Media a communications consulting business. He with ABC-TV in Chicago on its “Windy City Live!” in Wausau, Daily Tribune show in summer of 2013. graduated from UW’s School of Journalism and Media in Wisconsin Rapids, Pearl Swiggum Mass communications in 1978. Read more. News-Herald Media in NEW RICHMOND Marshfield and Stevens Point Journal Media. In Pearl Swiggum, who wrote this role, Mentzner will work with reporters to REEDSBURG Ray Rivard, former editor the “Stump Ridge Farm” tell stories in a range of styles, from in-depth column that eventually ran Jeff Seering, editor of the of The Bee in Phillips and narrative journalism to concise information in six Wisconsin news- Reedsburg Independent, The Lakeland Times in listings. Read more. papers for more than 20 was named 2015 Citi- Minocqua, was named ed- years, died July 17 at age zen of the Year by the itor of the New Richmond 101. Swiggum got her start Reedsburg/Western Sauk News. After earning a de- at the Crawford County In- County Rotary Association. gree in social studies and -30- dependent after raising her The outstanding citizen is education from UW-River children. Her initial job was compiling exhaus- chosen for their definable, Falls, Rivard worked as a tive social news of farm families and residents exceptional deeds, with substitute teacher and a coach. While working Dwight W. Elmer of rural families and rural villages. In 1958, the which he or she has made their community a at a hardware store in Phillips, he struck up newspaper’s owner and publisher asked Swig- better place to live. Read more. a conversation with The Bee’s publisher, who asked him if he’d like to write something for the Dwight W. Elmer, former gum if she wanted to write a column, to which newspaper. After working there for a decade, co-publisher of the New she replied, “What’s a column?” She wrote FOND DU LAC Rivard moved to The Lakeland Times in Minoc- Glarus Post, died June 21. more than 2,000 columns about farm life over Madeline Zukowski joined qua in 2000. Read more. Elmer, a WWII veteran, 46 years that ran in newspapers including the the Fond du Lac Re- assisted in the inspec- Wisconsin State Journal in Madison. Swiggum missed just one column in her career, following porter’s Action Reporter MILWAUKEE tion of the Enola Gay and Media news team as the other B-29 bombers. Elmer the death of her husband. She wrote her last column on March 25, 2004, the day after her 90th community engagement Michael Cohen joined the started as a printer’s birthday. Read more. reporter. The graduate Journal Sentinel’s Packers apprentice at the Post of Creighton University in reporting team. Cohen and was co-publisher of the newspaper with Omaha, Nebraska, was ed- was previously a sports Wilmer Babler from 1960-1964. He sold his in- itor in chief of the student terest in the newspaper, but continued to work enterprise reporter at Jane “Betty” Walrath-Solem newspaper. Last summer, Zukowski traveled in there until 1967. Elmer then worked at Stuart with a group to Alaska to film a documentary Memphis, and Printing in Monroe from 1967 until his retirement Jane “Betty” about native Alaskans. Read more. a sportswriter at The Post in 1992. He loved aviation and earned a pilot’s Walrath-Solem, former Standard in Syracuse, New license at age 15. He enjoyed horses, motorcy- co-owner and operator of Leah Ulatowski is serving at the 2015 sum- York. Cohen has freelanced for The New York cles, hunting and fishing. Read more. The Clinton Topper, died mer intern with the Fond du Lac Reporter’s Times, ESPN and sports illustrated. Read more. Action Reporter Media news team. Ulatowski, July 30 at age 95. Wal- rath-Solem and her first a writing major at Lakeland College, will begin Greg Moore, an editor on The Associated husband, Don, owned the her third semester as the executive editor of Press’ West regional desk, has been named Kenneth “Ken” W. Pritchard Jr. newspaper from 1970-1983. the student newspaper, The Mirror, in fall. For supervisory correspondent in the cooperative’s She was also the news- her senior undergraduate projects, Ulatowski is Milwaukee bureau. Moore joined AP in 2011 after Kenneth “Ken” W. Pritchard paper’s editor and wrote a weekly column, writing a poetry chapbook, “Ms. Connections,” serving brief stints as AP’s interim news editor Jr., a long-time Wisconsin “Cogitatin’.” Walrath-Solem published a book, with pieces based on Craigslist missed con- in Texas, Missouri/Kansas and Arizona/New newspaper reporter, died “Wisconsin Angel,” at age 89. Read more. nections, and a young adult novella, “Echolalia,” Mexico. In 2013, he participated in AP’s Future June 7 at age 58. A UW-La about a teenager’s experiences with autism. Leaders Program on a team. Read more. Crosse graduate, Pritchard Read more. began his career at news- papers in Minnesota before working at the , the Baraboo 7 WNA BULLETIN | AUGUST 2015 Industry columnists

JOHN FOUST KEVIN SLIMP JIM STASIOWSKI

Ad-libs Newspaper Technology Writing Matters John Foust has conducted training programs for thousands of Kevin Slimp is a speaker and trainer in the newspaper industry. Jim Stasiowski, the writing coach for The Dolan Co., welcomes newspaper advertising professionals. Many ad departments are Visit www.kevinslimp.com or e-mail [email protected]. your questions or comments. Call him at 775- 354-2872, or write using his training videos to save time and get quick results from to 2499 Ivory Ann Drive, Sparks, Nev. 89436. He has coached in-house training. E-mail for information: [email protected]. reporters at newspapers and magazines in dozens of states. Lessons from Experience Nobody Wins a Turf War When a person visits as many newspapers as I do, he starts to Writing is Like Playing Golf notice similarities. It used to be that most papers wanted staff training in InDesign (or QuarkXpress in years past) and Photo- shop. I usually convince clients that they should get a little train- This story has a cast of five characters: ing in Acrobat while I’m around, and probably an hour’s education Playing golf is like writing for a newspaper. in layout and design. After all, I’m usually on site for a full day or 1. The advertising sales person worked hard to build relationships more. My wife, Sharon, and I attended the recent U.S. Open golf champi- with clients, learn their objectives and develop marketing plans. onship on the Chambers Bay golf course outside Tacoma, Wash. Since he had previously worked as a copywriter at an ad agency, Lately, I’ve noticed some interesting trends. With the inception of It was a rousing tournament, both for excitement on the course he had unique marketing insights. Adobe Creative Cloud, I began noticing more papers were inter- and for golfers’ responses to the conditions. ested in learning how to use the InCopy/InDesign workflow. I even 2. The graphic designer saw herself as an artist, and indeed dedicated a column to one such paper back in February. InCopy’s (One of the sport’s oldest traditions is that many of the world’s had impressive design skills. However, she had no contact with not the only application getting renewed interest these days. best golfers are required to revile courses on which the U.S. Open advertisers. Her goal was to make each ad a work of art. She re- is played.) sisted suggestions and acted like she was threatened by others’ Last week, I spent a day with a weekly newspaper in Eastern knowledge of ad design and creativity. . I even took a pic of the big building shaped like a basket to One golfer, a brash (yet extremely likable) Billy Horschel, com- prove it. After lunch, the publisher asked something I’ve heard mented loudly that the greens were in such bad shape, they 3. The advertising director managed the sales person and the quite often in my visits with 100-plus newspapers this year, didn’t allow him to putt as well as he is able. graphic designer. Her goal was to oversee ad revenue. She want- “Could you take a little time to teach us some things about ed everyone to do their jobs, follow the rules, keep quiet, leave Bridge?” (Let’s hope that the $85,000-plus Horschel won for finishing in a her alone and make money for the paper. tie for 25th place offered some solace.) Adobe Bridge isn’t exclusive to the latest version of Adobe prod- 4. The big entity in the background was the corporate newspa- ucts. The Bridge and its predecessor, the Photoshop Browser, I acknowledge that putting is a huge part of the game, probably the most important aspect. But there are many other skills that per office, which had ironclad policies for its newspaper proper- have been around since Photoshop 7.0. Ask your parents or ties. In their minds – and in their employee manual – sales people grandparents about it. They probably remember the Browser. a championship golfer must master, some of which have nothing sell and creative departments create. at all to do with rolling a golf ball with deadly accuracy on greens. With the advent of Creative Suite in 2003, the Photoshop Brows- 5. The advertiser in the story had little confidence in the ads the er made way for Adobe Bridge, which worked in much the same See the similarity? What does writing an enticing lead sentence, paper created for him. Although the ads looked good, they didn’t way. The difference is that Bridge works with more than just for instance, have to do with deftly interviewing a source? What produce the results he needed. As a result, he was seriously Photoshop, although it’s still most commonly used in association does creating a logical, readable story structure have to do with considering cutting back – or not renewing – his ad contract with the photo manipulation application. understanding the rules of grammar and punctuation? with the paper. Why the sudden resurgence of interest in Bridge? My guess is Horschel seemed to be blaming others – mostly the U.S. Golf As- Tensions had been building for several months. The inevitable that word has gotten around that Bridge is one of the most use- sociation, which sets up the U.S. Open courses – for his troubles collision was set off when the advertiser approved a series of ful tool in Adobe’s arsenal, especially when it comes to automat- in making putts. ads which were proposed by the sales person. When the graphic ing processes to save time. And while your newspaper may have Now, think of what we do when our stories don’t come out as designer saw the layouts – with copy written, type specified and all the time in the world, a lot of folks are looking for ways to save well as we wished. illustrations selected – she hit the roof and complained to the ad time, without cutting corners when it comes to quality. manager. It was the classic case of a complainer and a person One common lament is that sources didn’t call us back, or that who wants the problem to disappear. In the interest of a quick Let’s look at a few of my favorite Bridge features: fix, the ad manager told the sales person to “stop being creative.” they called back, but gave vague answers to our questions. - Batch Rename: Upon opening Bridge and selecting a folder, the What happened in the end? The sales person found another job. user sees thumbnails of each of the items in that folder on the Not our fault, right? The ad manager eventually left the advertising industry, after screen. When selecting a camera or card reader, the user will experiencing nearly 100 percent turnover in the sales depart- see thumbnails of the pics on the camera card. When selecting Yet some reporters seem adept at getting called back, just as 24 ment. The advertiser took his advertising elsewhere. The graphic all, or a select group of files on a card, thumbnails will appear golfers at the U.S. Open made enough putts to finish ahead of Billy designer celebrated the hollow victory of regaining control of the in Bridge. By right-clicking on any of the images, a list appears Horschel, who was nine shots behind the winner, Jordan Spieth. paper’s creative product, but lost the chance to develop ads for which includes the option, “Batch Rename.” Here’s the stark truth: Human nature is such that, at the same that advertiser. So in reality, everybody lost. Batch Rename makes it easy to quickly rename all the imag- time we tell ourselves we’re trying to do In today’s competitive advertising environment, it is crucial for es at one time and save them to a place you designate on the our best work (or play, if you’re a professional golfer), a small sales and creative departments to work together. If sales people computer or server. For instance, let’s say you took 200 photos at voice inside us says, “If we fall short, we have to come up with a have unique creative talents, encourage them to use those skills a ball game. You might name them “tigersfootball-001,” “tigers- reason, something outside our control, so that we aren’t ac- in developing ad campaigns. And if graphic designers are par- football-002,” and so on. You could even include the date in the knowledging our own failure.” ticularly effective in explaining creative techniques, encourage filename, using something like “150812-TigerFootball-001.” them to talk with advertisers who want inside information on the For a moment, let’s be Billy Horschel. Like other golfers at the production of their ads. It’s called teamwork. - Keywords: Jean Matua, Minnesota, once asked me how she could easily create a photo archive of her pics, without purchas- Chambers Bay course, he recognized early that the greens were bumpy and led to erratic putts. For Horschel, and, to be fair, What would have been the right approach? In my opinion, the ing expensive software to do it. The answer was a no-brainer, several other highly skilled golfers, such conditions got inside their ad manager was in position to come up with a solution. She “Use Adobe Bridge.” could have seen the conflict as an opportunity to challenge a bad heads. When they were putting, they expected bad results. company policy. And she could have encouraged everyone on Bridge allows the user to include hidden information inside her staff – not just the two at the center of the controversy – to photos that can be used to simplify the search process days, Some reporters are like that. bring their talents to their jobs. months or even years from now. Let’s say you took the 200 football pics from the previous example and wanted to add In my coaching days, I’ve had reporters explain their struggles by Tire pioneer Harvey Firestone once said, “The growth and devel- keywords to them. One option would be to add specific words to saying: They weren’t “natural writers” (whatever that means); or, opment of people is the highest calling of leadership.” every image. “Football” or “Tiger” would be examples of keywords they didn’t think fast enough on their feet to be skilled interview- the user would want included in each pic. This could be done by ers; or, they were good at gathering facts and quotations but not two clicks of the mouse. so good at organizing stories (or vice versa).

Read the rest of the column on the WNA website >> Read the rest of the column on the WNA website >> 8 WNA BULLETIN | AUGUST 2015 About WNA We’re here for you! The Wisconsin Newspaper Association exists to strengthen the newspaper industry, enhance public understanding of the role of newspapers, and protect basic freedoms of press, speech and the free flow of information.

The Wisconsin Newspaper First Vice President: Brian Thomsen, Scott Johnson, President & Publisher, Association (WNA) was established Publisher, Valders Journal Green Bay Press-Gazette, PG Media in 1853 and is among the oldest press associations in the world. Second Vice President: Mike Beck, Kevin Clifford, Associate Publisher, Over the years, the association has Publisher, Watertown Daily Times established a number of services for its members, advertisers and the Third Vice President: John Ingebritsen, Steve Lyles, Group Publisher, general public. Regional Publisher, Morris Journal Community Newspaper, Inc. Newspapers Created by and for Wiscon- Jeff Patterson, President/Publisher, sin’s newspapers, WNA exists to Advertising) and additional clients Secretary: Sidney “Skip” Bliss, APG Media Wisconsin strengthen the newspaper industry, through WisconsinNewsTracker.com Publisher, The Gazette, Janesville enhance public understanding of the (news tracking and release services). Contact >> Pat Reilly, Co-Publisher, role of newspapers, and protect ba- Treasurer: Paul Seeling, The Dodgeville Chronicle sic freedoms of press, speech and Supporting WNA goals is the WNA Visit us at: 34 Schroeder Court Publisher, Woodville Leader Heather Rogge, General Manager, the free flow of information. Foundation, a not-for-profit orga- Suite 220, Madison, WI 53711 nization created in 1980 to improve Past President: Kent Eymann, Daily News Publisher, Beloit Daily News WNA is the single point-of-contact the quality and future of Wisconsin’s Phone: (608) 283-7620 or (800) 261-4242 Gregg Walker, Publisher, for working with newspapers in newspapers and the communities Fax: (608) 283-7631 The Lakeland Times, Minocqua Wisconsin. In addition to serving 222 they serve. The foundation solicits, Directors member newspapers (31 dailies and manages and disburses funds and 191 weeklies), WNA serves advertis- other resources for the benefit of WNA Board of Directors Chris Apel, Managing Director, Financial ers through advertising placement Wisconsin’s newspaper industry and, President: Carol O’Leary, Publisher, Planning and Analysis, programs (Customized Newspaper ultimately, the citizens of our state. News, Medford Journal Media Group, Inc. WNA Executive Director

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BETH BENNETT Does your WNA Staff newspaper comply with public notice laws? DENISE GUTTERY HOLLY HENSCHEN JULIA HUNTER The Wisconsin Newspaper Association has been taking steps to ensure all newspapers are in compliance with Wisconsin law, which now requires Media Services Director Communications Director Membership Services Director that every public notice published in a newspaper appear on the search- [email protected] [email protected] [email protected] Direct line: (608) 772-2479 Direct line: (608) 283-7623 Direct line: (608) 283-7622 able statewide website - WisconsinPublicNotices.org. The site is main- tained by WNA and uploading of all public notice content will help to News Tracker – monitoring services WNA newsletters; Wisconsin WNAF contests, scholarships, preserve the industry’s communications leadership and revenue streams. and press releases; WNA Newspaper Directory; promotions internships; Trees Retreat; WNA newspaper archive; and communications;WNAnews.com; Member services; education; As a condition of membership, all WNA members are required to send WisconsinPublicNotices.org; collegiate and high school journalism freedom of information advocacy their publications to WNA electronically. All PDF pages of your publica- WisconsinNewsTracker.com outreach tion must be uploaded to the association via FTP (file transfer protocol). These PDF files are used by WNA for tear sheets, archiving and also to meet legal requirements for the Wisconsin Public Notice website.

When you send your pages electronically to the WNA, you will also gain access to a free, searchable electronic archive for your newspaper. Each newspaper has been assigned a specific code and login information to upload pages and access the newspaper’s archive. To get your newspa- per’s coding and login information, please contact WNA Media Services Director Denise Guttery at [email protected]. RUZICA DZANIC DIANNE CAMPBELL

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