April 2016 Alapressa 2 Make Plans to Attend the 2016 APA Summer Convention

TAlaPressah e N e w s l e TT e r o f T h e A l A b A m A P r e s s A s s o c i AT i o N

April 2016

Important Dates Make plans to attend the 2016 APA Summer Convention Online Media Campus

Three-Call Sales System: Proven process for closing Ethics Commission meetings now sales quickly available online Thursday, May 12 Presenter: Bob Berting, Berting Communications Cullman Tribune sells to

Creating Focus on CullmanSense Enterprise News: Best practices for digging deeper Thursday, May 19 Turner new editor Presenter: Carlene Cox, of Opelika-Auburn News GateHouse Media APA members head to Cuba Hotel Deadline - 2016 Summer Convention Sandestin Hilton APA Journalism Foundation Board May 25, 2016 visits Auburn University

2016 APA Summer Convention English marks 25 years at APA June 16-18, 2016 Sandestin, FL Cook and Free win it all April 2016 AlaPressa 2 Make plans to attend the 2016 APA Summer Convention

Alabama Press Association Alabama Newspaper Advertising Service Inc. 3324 Independence Drive Suite 200 Birmingham, AL 35209 (205) 871-7737 (205) 871-7740 (fax) www.alabamapress.org

Board of Directors Sandestin Hilton

Tommy McGraw, Chairman of the Board APA will return to the Sandes- tation, beer, wine, soft drinks and Sumter County Record-Journal tin Hilton June 16-18, for the 2016 water. Space is limited, so reserve Michele Gerlach, President Summer Convention. There is a your seat early. Andalusia Star-News great program in store plus a few Convention programs will begin Scott Brown, First Vice President changes to the BNC awards ban- at 2 p.m. on Friday. Media strategist The Decatur Daily quet. Val Hoeppner will present the three- Kenneth Boone, Second Vice President Join us Thursday evening as we part afternoon program on multi- Tallapoosa Publishers Inc. kick off the weekend with a two-hour platform journalism. Her session Robert Bozeman, The Evergreen Courant sunset dolphin cruise aboard The will include Mobile Reporting Apps, Terry Connor, The Cullman Times Daniel Webster Clements, a 74-foot Short and Smart Mobile Video Sto- Bob Davis, The Anniston Star schooner. Transportation will be rytelling and Short and Smart Mo- Eddie Dodd, The Abbeville Herald provided from the Hilton, departing bile Video Editing. Robert Granfeldt, Montgomery Advertiser at 4:45 p.m. for a 6 p.m. sail. The see summer convention pg 3 Horace Moore, The Northwest Alabamian price is $50, and includes transpor- Tim Prince, The Clanton Advertiser Russell Quattlebaum, The Southeast Sun Jim Rainey, The Tuscaloosa News Ethics Commission meetings Darrell Sandlin, TimesDaily Brad Shurett, The Daily Sentinel now available online Steve Smith, The Dothan Eagle Alabama Ethics Commission sion and the press can work to- Joe Thomas, The Tri-City Ledger Executive Director Tom Albritton gether to provide more information is making the Ethics Commission to the public meetings more accessible to the about the public. At the April meeting, Albrit- workings APA Staff ton and his staff conducted a trial of the com- Felicia Mason, Executive Director run of a live, online broadcast of mission the commission proceedings. and the role Brad English, Advertising Manager While there were some audio it plays in Leigh Leigh Tortorici, Senior issues with the trial run, the effort state gov- Marketing Representative seemed to be a success. The au- ernment. Chris McDaniel, Member Services dio issues, along with a few tweaks Albritton Coordinator/Network Sales Tom Albritton here and there, will be addressed said agendas Dennis R. Bailey, General Counsel before the June meeting. for the meeting are made avail- Scott Goldsmith, APA Accountant The idea of having the meetings able to the press and can be added available online came from a dis- to the Commission website and cussion at the APA Board of Direc- shared with APA for publication. tors meeting last November where Albritton was a guest. The discus- see Ethics meetings online pg 5 sion centered on how the commis- April 2016 AlaPressa 3 include sales trainer Diane Ciotta. years, he has been more open and Her program, “It’s All About the Re- tells his story. As a result, he teaches sults,” will focus on incremental rev- those who hear his talks about the enue building with new customers, horrors of war, the bravery of young summer dormant accounts and current cli- men, and the definition of courage ents. (being afraid, but doing it anyway.) convention Also on Saturday morning, Ed Piper is from Salem, Mass., and Henninger will present his program is the retired executive director of the from pg 2 on how newspapers can help the ef- New England Press Association. fort to keep public notices in print by The winners from the 2016 Bet- improving how they are presented in ter Newspaper Contest will be rec- the newspaper. ognized during the reception and session Friday afternoon with design Our luncheon speaker is a true banquet on Saturday evening. This consultant Ed Henninger. These ap- American hero – a D-Day survivor. year the program will feature the pre- pointments must be scheduled in ad- Morley L. Piper was 19 years old sentation of more first-place awards, vance. He will spend about 20 min- when his Higgins boat landed in the among a few other program format utes with those who ask for him to pre-dawn hours of June 6, 1944, on changes. review their paper. During that time, Omaha Beach. Watch for convention registration Ed offers his opinions on key design Like many of those soldiers, Piper information soon. elements and approaches. did not talk about his experience for Saturday morning programs will many years. Over the last several Cullman Tribune sells to CullmanSense Cullman Tribune Publisher Delton Blalock and his late wife Barbara only Monday print publication in less Blalock has sold the newspaper to purchased the Tribune from Wallace than one year. CullmanSense will be Noah Galilee and Dustin Isom, own- State Community College’s first pres- the online presence of The Cullman ers and publishers of CullmanSense. ident, Dr. Ben Johnson, in 1990. Tribune, and The Tribune will contin- The new owners plan to combine the CullmanSense was launched on ue to be printed weekly. two publications under The Cullman Dec. 31, 2010, as a daily e-publica- Tribune banner. tion and quickly grew into Cullman’s Do you need a postal statement review?

APA has contracted with community newspaper consultant Helen Sosniecki to provide 20 free postal statement reviews during the months of April and May. The audit will entail a basic analysis of the 3541 form and a call to the publisher to discuss the findings.

The program is limited to one newspaper per group.

Publishers should provide a typical week’s complete 3541 report, and include the following information: • Paper frequency • Paper circulation – broken out by mail, carrier and newsstand • Base annual subscription rates

Sosniecki is a longtime Missouri newspaper owner and publisher, and most recently the senior sales and marketing manager at Interlink, a Michigan-based circulation-software company serving the community newspaper industry. She now consults on postal related issues for community newspapers across the country.

Please contact the APA office at 205-871-7737 or email [email protected] to sign up for your audit. April 2016 AlaPressa 4 Turner new editor of Opelika-Auburn News Troy Turner has been named reporter, columnist and editor at vari- Hook Elementary School massacre editor of The Opelika-Auburn News, ous news publications throughout the in Newtown, Conn., the Boston Mar- the newspaper where he began his nation, including journalism work in athon bombings, Superstorm Sandy, newspaper career over 30 years ago. several other countries. national elections, and the 150th an- But while Turner may be new to the His work included early stints with niversary of the Battle of Gettysburg. position, he’s hardly a stranger to the New York Times Co. at its af- Turner holds a masters degree in the publication or the community it filiates in Gadsden and Florence, and history from Jacksonville State Uni- serves. later almost six years at The Anniston versity, with dual concentrations in Star, where he served as executive civil rights and international relations. editor. He spent time reporting in numerous Turner has spent much of his ca- locations across the globe, including reer working in the western United a Johns Hopkins fellowship in India, States as an editor at newspapers in covering various issues in South Af- Colorado and New Mexico before be- rica that included time spent with the ing promoted to corporate news edi- Zulu tribe, meetings with Arab royalty tor for Digital First Media in New York, in Jordan, work on economic and se- where he led national reporting ef- curity issues in Mexico, and meetings forts. There, he worked with 75 daily with the late President Hugo Chavez newspapers and more than 400 non- in Venezuela. daily publications, as well as leading Turner said his family inspired a national news team based in New him and his wife, Barb, who works York. Some of those papers included remotely for the Wall Street Jour- the Denver Post, Salt Lake Tribune, nal, to move back to the Opelika- Troy Turner San Jose Mercury News and the Los Auburn area, as the area is home to Angeles Daily News group, as well his grandparents, parents and three He worked as a cub reporter in the as dozens of smaller community pub- adult children. But he is also eager to mid-1980s after earning a journalism lications. continue his journey at the newspa- degree from Auburn University. Since Among many other stories, he per that started it all. then, he has gone on to work as a helped direct coverage for the Sandy (from The Opelika-Auburn News) APA members head to Cuba APA Journalism Foundation Board visits Auburn University Members of the APA Journalism Foundation met recently on the campus of Auburn University. They were hosted by Nan Fairley, associate pro- fessor and associate director for journalism, and director Jennifer Adams. Joseph Aistrup, dean of College of Liberal Arts, visited board members during lunch. The group visited with Fairley’s Advanced Feature Writing class, and Classic cars in oldtown Havana, Cuba the office of the student newspaper, A group of APA members will join Cubans about their way of life. The Plainsman during their time on members of the Southern Newspaper APA members have visited Cuba campus. Publishers Association next week for four times before: 1895, 1928, 1936 During the business meeting, travel to Cuba. The group will explore and 1994. grants, internships and scholarships Havana’s timeless streets, visit its fa- Follow APA on Facebook for up- mous landmarks, venture into the coun- dates from the trip. see Auburn visit pg 5 tryside, savor local cuisine and talk with April 2016 AlaPressa 5 der City Grants were approved for The English marks Auburn visit University of Alabama, Troy Univer- sity, Alabama State University, and 25 years at APA from pg 4 Auburn University. Brad English recently marked 25 The Metz Scholarship was years at APA. A native of Elba, he awarded to Thomas Gleaton, a began his career at APA and ANAS Troy University student. Gleaton is in 1991 as an advertising sales rep- totaling over $33,800 were ap- the chief copy editor for the student resentative. He was promoted to associate advertising manager in 1998. proved. newspaper, The Tropolitan. In 2000, he became the advertising Newspapers that were approved A message from the APA Journal- manager. to receive summer internships ism Foundation Board: As you can see from the grants, internships and He was the retail sales manager were: The Auburn Villager, The of The Crimson White student news- Blount Countian in Oneonta, The scholarships listed above, the APA Journalism Foundation is providing paper while in school at the Univer- Arab Tribune, Florence TimesDaily, sity of Alabama. The Decatur Daily, Montgomery useful funds to support newspapers and to support journalism education In addition to his duties with APA’s Advertiser, Sumter County Record- advertising affiliate, English also in Alabama. If you are not current- Journal in Livingston, Hartselle serves as director of governmental ly supporting the APA Journalism Enquirer, Franklin County Times in affairs and manages the lobbying ef- Russellville, Birmingham Business Foundation with a pledge donation, forts with the state Legislature. Journal, Gadsden Messenger, The please consider joining the pledge APA Executive Director Felicia Selma Times-Journal, Opelika-Au- program today. The activities of the Mason said English has worked tire- burn News, The Daily Home in Tal- Foundation are made possible by lessly since 1991 to promote news- ladega, and The Outlook in Alexan- member pledges and contributions. paper adverting across this state and this country. “I could not have asked participated in the April test online for a more loyal and dedicated co- Ethics meetings broadcast, and offered feedback on worker than Brad,” Mason said. “His quality and ease of participation. work in the Legislature to protect the online “Tom has a long history of commit- interests of Alabama newspapers ment to open government,” Gerlach is of paramount importance to all of our members. I appreciate all that he said. “I appreciate his willingness to from pg 2 does for APA and for our members.” make Ethics Commission meetings English and his wife, Nancy, have

more accessible, and hope that oth- two daughters; Jordan is a freshman APA President Michele Gerlach er government agencies will follow at the University of Alabama, and Ra- and Past President Mike Marshall his example.” chel is a student at Hoover Middle School. Dancing Champions Congratulations to Daily Home Editor Anthony Cook and Dr. Mimi Free who are the “Dancing with ‘Dega Stars” champions! They also won the first place Fundraising Award and first place Audience Favor- ites. The event was a fundraiser benefiting the Alabama Coun- cil of the Blind and raised over $17,000 in scholarship funds.

Anthony Cook and Dr. Mimi Free Brad English in 1994 April 2016 AlaPressa 6

Each month we highlight a few of the vendors that made our Alabama Products Showcase such a success. We appreciate their uniqueness and the flavor they add to our state. April 2016 AlaPressa 7 People Hartselle Enquirer Publisher Ran- who has doubts about the impor- Richards is a graduate of Troy Uni- dy Garrison recently received the Dr. tance of journalists in 2016 need be versity, and is currently pursuing a Thomas Guyton Humanitarian Award acquainted only with the reporting master’s degree in communications. at the Hartselle Chamber Banquet. team at AL.com, the largest news or- He will be covering city and county The Hartselle Chamber of Com- ganization in Alabama,” was the lead government, school boards and vari- merce established the Thomas M. sentence. ous events throughout Opp and Cov- Guyton annual award in 1980 to APA Past President and al.com ington County. recognize a member of the commu- reporter Leada Gore was inter- nity who seeks to improve the lives of viewed for The Fix, a daily political Cullman Times Editor David others, who gives and gives, but yet weblog for The Washington Post, and Palmer was recently named Editorial never asks or takes in return. explained the months-long investiga- Writer of the Year in the national Best Garrison became publisher of the tion by reporters and columnist John of CNHI 2015 editorial contest. Enquirer in 2011, after serving as the Archibald. Read the story at: https:// The judges said, “His editorials advertising manager for seven years. www.washingtonpost.com/news/the- get to the point, make logical argu- fix/wp/2016/03/31/an-inside-look-at- ments and tell readers why they A team of Alabama Media Group how-alabama-gov-robert-bentleys- should care.” reporters was recognized recently in sex-scandal-broke-wide-open/ CNHI publishes newspapers, a March 31 article in The Washington websites and specialty publications Post for breaking the story on Gov. Josh Richards has joined the in more than 130 communities in 23 Bentley’s recent scandal. “Anyone staff of The Opp News as a reporter. states. Industry FAA Drone Panel’s Report a Major Step Toward Newsgathering Over People By Joel E. Roberson, Charles D. Tobin, Christine N. Walz Holland & Knight A panel of industry experts as- a group of 22 leading news media or- notice of proposed rulemaking on sembled by the Federal Aviation Ad- ganizations in the United States. overhead flights in December 2016. ministration (FAA) has submitted its On Feb. 15, 2015, the FAA pub- The final rule likely will not be final- report recommending a new regula- lished a notice of proposed rulemak- ized before the second half of 2017. tory framework for the flight of un- ing entitled “Operation and Certifi- The ARC report to FAA recom- manned aircraft systems (UAS), or cation of Small Unmanned Aircraft mends a subcategory of small UAS drones, over people. The report is a Systems.” In this notice, the FAA that can be safely flown over people. major first step in efforts to win gov- requested public comment on wheth- The report also recommends certifi- ernment approval for journalists to er the agency should create a “mi- cation criteria and operational limita- safely use UAS to gather news in cit- croUAS” category of lightweight UAS tions. ies. that could operate over people. Specifically, the ARC recom- This report presents the FAA with The FAA, however, later decided mends that the FAA adopt a four-tier a risk-based approach to allow for that the final rule governing small framework for UAS flights over peo- small UAS flights over people under UAS operations, which the agency ple. UAS posing the least risk would certain conditions. The FAA plans to expects to release this summer, will be permitted to operate with little re- use it to develop a notice of proposed not contain a separate microUAS striction, while those posing a greater rulemaking expected by December category and also will not allow for risk would be permitted to fly only 2016. operations over people. Instead, the with in accordance with a written risk The report represents the consen- FAA established the ARC last month mitigation plan. sus position of more than two dozen to assist in developing a separate Meanwhile, Congress is also con- organizations – including a coalition rulemaking for flights over people. sidering FAA reauthorization legisla- of news companies – invited by the Unlike the earlier proposed rulemak- tion that would include statutory re- FAA to join an aviation rulemaking ing, the ARC was asked to develop quirements for small UAS flights over committee (ARC) on the safe inte- recommendations based on perfor- people. gration of UAS. Holland & Knight mance standards, rather than weight participated in the ARC on behalf of classes. our client, the News Media Coalition, The FAA expects to release the April 2016 AlaPressa 8

n close to infinite

m By David Chavern, president and CEO

u of the Newspaper Association of America l

o One of the great ibility of the site they are

C – and completely mis- visiting from the credibil- guided – tropes of the There may be an infinite ity of the advertisement. digital age is that “digital number of places to display In other words, that con- ad inventory is infinite.” sumers consider a car The thinking goes that ads, but the only inventory advertisement on the ad inventory in more tra- New York Times website ditional media is limited that really matters exists on to have the same reliabil- by physical space (print) those sites where ads catch ity and meaning as an or time (TV and radio), advertisement on a click- and that this scarcity the limited attention of the bait list site (“20 Celebri- supports ad values. The ties Who Have Gained Internet, in contrast, right consumers at the right the Most Weight!”) that has vast and undefined times. they are redirected to borders – and thus the when their mouse stays supply of ad inventory is in the same place too places to display ads, but the “infinite.” Infinite supply means long. Why this idea became only inventory that really mat- that value of digital advertising popular on the Web I can’t say, ters exists on those sites where eventually gets driven to zero, but I know you don’t see the ads catch the limited attention or close to it. advertisers in Vogue throwing of the right consumers at the This idea is amazing both their ads around to other ran- right times. because it is completely per- dom magazines because they Think of it as a difference be- vasive among media profes- can. Being attached to reliable tween the “useless digital inven- sionals – and also because it and appropriate editorial con- tory” and the “real digital inven- is completely false. It is sloppy tent matters. tory.” Useless digital inventory is economic thinking at a very pro- Real Digital Inventory – truly infinite – but the real deal is found level and gives people a where there are actual consum- scarce. misguided idea about the future ers who may be interested in a And it is actually much scarc- of ad-supported content on the product and engage with an ad er than people realize. There is Internet. – is very limited. In time, this in- a vast industry of fraud designed Let’s start with the under- ventory will necessarily win out to make people think that use- standing that the vastness of and will be appreciated by ad- less digital inventory is real. In the medium is not very impor- vertisers for its genuine value. fact, as reported by Bloomberg tant. After all, print, TV and ra- When this happens, news sites Business, a huge percentage of dio are all pretty vast media. will also win because their cred- overall impressions aren’t seen What is important is the sup- ibility and brand equity will en- by people targeted by the ad- ply of people’s attention that is able them to provide more Real vertisers – or even real people available, and that is very limit- Digital Inventory than almost at all. There is an incredible ed. While the current measure- any other source in the media amount of manipulation in the ment of most digital advertising landscape. market for impressions, making is “impressions,” that metric ComScore research shows advertisers think that a lot more doesn’t accurately capture what that the digital news audience is of the public’s online attention is advertisers really want – which skyrocketing precisely because for sale than actually exists. is consumer engagement and a people are turning to trusted Layered on top of this is the real slice of the precious supply brands to cut through the noise strange yet pervasive idea that of the public’s attention. There the public separates the cred- may be an infinite number of see Chavern pg 12 April 2016 AlaPressa 10

s Is digital the only revenue growth n answer? m For many years in the USA location - you are losing up

u we enjoyed strong readership to 75% of your impulse sales. l growth from home delivery Also in presenting inside sales

o by while the majority of the world don’t forget to include add on

C continued with single copy Lewis sale items most customers will (racks, newsstands, hawk- Floyd buy while in the store if the ers). For most publications the newspaper brought them in. home delivery paid subscriber In an NAA article the Albu- of the issues being covered base is a reducing revenue querque Journal announced a could be the impulse trigger for source that is also affecting ad decision to remove their coin a purchase. Local is the best revenue. The industry has re- racks and concentrate on in news we still own or could own sponded with a heavy empha- store sales, citing price as the (Note -– local is not city hall, it sis on digital, but is it the only main driver. The results are is clubs, schools, religion, pa- revenue response? early, but thanks to Robert Ri- rades, local events, etc.) Has our industry overlooked vera and Joe Leong for pro- For this concept to work single copy revenue? viding some results. The initial best, you will need to have Perhaps we should revisit change removed 520 racks your newspaper in an impulse distribution with a goal of more that attributed 2% of their total buy location. The best of all opportunities for readers to circulation. These same racks worlds would be in front of the purchase a copy of our news- also accounted for 24% daily express checkout counter in a paper from newsstands and in and 27% Sunday of rack pilfer- supermarket. For a second lo- stores, not only as a revenue age. They were able to convert cation the most frequently used driver, but a digital driver as 262 of rack locations to daily full service checkout, and in a well. Consider including, for ex- inside sales, and 373 locations large store like Walmart you ample, a QR code to a one-day are selling Sunday. While there would need 3-4 locations. One digital pass, or a smartphone was some circulation loss, the inexpensive way to gain that link. delivery cost and theft reduc- space is to offer a free cou- As you consider ways to tion likely offset any revenue pon ad to the retailer, perhaps improve single copy sales one loss. in a new “coupon” section you factor that should not be over- That is a great start, and the provide to cooperating retail- looked is the impulse purchase. Albuquerque Journal is now ers. Of course there is their In the past we addressed this tasking its staff to find innova- profit margin, and since most with “bad news” headlines, and tive ways to increase inside retailers operate on 2% to 8% while this can still work, other sales and improve locations in net, a 20% margin with full re- information can be just as ef- dealer stores. A good goal for turns should be very attractive fective, especially if we are in our industry is more study on to them. When talking to your a store where potential read- what drives the impulse sale of retailer it is best to discuss ers are close enough to see single copy. If we master this the 20% margin rather than smaller print- perhaps a new it could be possible for single the 10-20 cents it provides. I type front page with photos and copy to reach a goal of 40% of have heard managers say that brief captions with page loca- paid distribution. candy offers a better margin, tions. but I wonder if they have con- Many new studies show peo- sidered how many newspapers ple still want to read newspa- Lewis Floyd is senior associ- sell during the same time com- pers as long as we are pro- ate with W.B. Grimes & Company, pared to candy bar sales? viding the relevant news that with responsibility for the South- When your location puts they want to read and market ern states. He may be reached your paper in an afterthought that coverage to them. Since at 850-532-9466 or lfloydmedia@ position or makes the paper a that is a wide spectrum, a new gmail.com dedicated buy due to a poor style front page showing many April 2016 AlaPressa 11

s The more things change, the less n they stay the same. m Mike and Joe are best friends. account was an upstart TV satel- of all women had jobs outside the

u They’re also avid golfers, ob- lite company called Primestar. home. And the other 80% were l sessed some might say, playing at Primestar was a great account. not too keen on allowing a strange

o least twice a week. They make a They had operations in seven man into an empty house. pact that when the first one dies, So McConnell comes up with a C he’ll come back and tell the other revolutionary idea. Perfume. He if there’s golf in Heaven. Ad Vice armed his sales force with per- A few weeks later, Mike drops by fume samples, thinking no woman dead. A couple of nights following Brad English would pass up a free opportunity his death, Mike pays Joe a visit. to try out a new perfume. And few “Joe,” Mike says, “I have good did. Unfortunately, women were news and bad news.” states, and we were placing over still reluctant to allow the sales- “What’s the good news?” Joe $150,000 a month with them. I men inside to deliver their pitch. asks. was living the life of Riley (and one Facing financial ruin, McConnell “The good news is there is golf day I’ll look that up to see what it completely shifted his business in Heaven. And not just any golf, means.) Imagine my disappoint- model, and his focus. but fantastic golf. Lush fairways, ment when the news came that You know the rest. McCon- greens like outdoor carpet, per- Primestar was being sold, and nell hires a predominately female fectly manicured. Beautiful moun- with the sale of the company so sales force to go door to door tains, crystal clear lakes. Even went the nice monthly commis- selling, not books, but cosmetics. the sand traps are like powdered sion. On the bright side, losing And just like that, the California sugar,” Mike says. an account that makes up 75% of Perfume Company is founded. “Wow!” Joe exclaimed. “That your monthly sales puts things into We know it today by the name does sound great. So what’s the perspective. And fast. Relying on Avon. bad news?” one or two accounts to make your Just like McConnell, we have “You and I have a tee time for month, or year, is a recipe for di- to be open to change. And I feel 10:00 next Thursday.” saster. we are witnessing a willingness, There’s an old saying I try to re- In talking with my counterparts, even an eagerness, by our in- member to stay grounded: Noth- some use the words struggle or dustry to embrace change and to ing is ever as bad as it appears or grind to describe the day-to-day adapt to those changes like never as good as it seems. These days operations around their shops before. many of us struggle with remem- and the newspapers they serve. We’ve seen dramatic revenue bering the first part. I’m guilty as But you know something? That’s shifts in recent years in digital rev- charged. nothing new to us. enue. We are doing a better job This year marks my 25th with Someone once said life is 10% of turning our “digital dimes” into APA. I’ve spent more time with what happens to you and 90% of something more. We certainly folks in this office over the years how you react to it. We make de- aren’t where we want – or need – than with my own family. And like cisions everyday, both in our per- to be. But we’re closer. growing up with my kids – be- sonal lives and professional lives. No one ever could have pre- cause I’m convinced that’s what Some decisions are easier than dicted this media landscape 25 we parents do – I’ve grown up others. years ago, and all bets are off on (some would argue) with many of Remember David McConnell? what the next 25 will look like. But you. The good times have far out- No, not the guy who thought he one things for sure. It won’t be weighed the bad. And seldom has had a chance to beat Richard boring and it won’t be the same. my professional life been anything Shelby in the recent GOP primary. But that’s okay. Because nei- but boring. This McConnell sold books. His ther will we. I remember landing my first fledgling company was made up big account. It was with an ad of salesmen who went door-to- agency in Birmingham. We’d door in the state of New York. It called on them for years but they was a tough job. A stay-at-home Brad English is advertising man- never seemed to have the “right” wife or mother opened most of ager for APA. He can be reached account for APA. The agency’s the doors he knocked on. It was at 205.871.7737 or email him at name was Luckie. And that “right” 1886, after all, and less than 20% [email protected] April 2016 AlaPressa 12 s

n Competing for customers Years ago, I helped judge he thought was the most im- and benefits. Along the way, m an advertising competition for portant principle of advertising. it’s smart to narrow the list to

u a large agricultural association. Without hesitation, he said, those which are most relevant. l By design, all of the judges “Clarity.” Features A,B and C may not o were outsiders. We evaluated 3. Interest of message mean anything to potential

C each ad on its merits, with- (“does message hold atten- buyers, but Feature D might hit out being influenced by inside the mark. knowledge of individual adver- 4. Believable (“will audience tisers or personalities. Ad-libs believe message?”): Although I recently ran across a left- By John advertisers realize that there over scoring sheet in my files. Foust is no sale without trust, some There were five scoring areas, of them hurt their chances by with points awarded in each resorting to exaggerations and one. Although it was an indus- tion of audience?”): Once an unsubstantiated claims. They try-specific competition, these ad gets attention, the task is lose credibility when they use areas easily apply to all adver- to maintain that attention. shallow terms like “unbeliev- tising: The surest way to do that is to able,” “one of a kind” and “best 1. Stopping power (de- appeal to the target audience’s deals in town.” scribed on the scoresheet as interests. I believe that people often “attention getting ability”): This And what are we human be- exaggerate when they lack concept of stopping power is ings interested in? Ourselves. confidence in the truth. Some- more important than ever. In There’s real truth in the old cli- times this means the copy- the old days, we were exposed ché that we all listen to radio writer has not learned enough to about 500 ads per day. But station WII-FM – “What’s In It about the product and the au- today’s number is 5,000 or For Me?” Every time we en- dience to create a believable higher. counter an advertiser’s prod- campaign. The remedy is to It takes a lot to break uct or service – even for a split get the right information – and through that kind of clutter. second – we automatically run simply put that information into 2. Clarity of message (“is it through the self-interest filter. words and pictures. message understandable?”): I If it holds some appeal, we’ll 5. Tone (“good taste in once heard a speech by John give it a few more moments of keeping with audience”): This O’Toole, president of the fa- our time. If not, we’ll click, tap is a matter of likeability. People mous Foote, Cone & Belding or turn to something else. would rather hear, “We under- advertising agency. After his The key is to know the audi- stand you, and here’s some- talk, I chatted with him for a ence. Marketing textbooks em- thing you’ll like” than to hear, minute or two and asked what phasize the value of features “You’re making a big mistake if you don’t buy from us.” rate for the Internet overall. At the end of the day, there’s Chavern As these figures demon- something which can mean strate, people do pay atten- more to your advertisers than from pg 9 tion to the news and engage winning ad contests. And that’s deeply with trusted content. In winning customers. the end, I believe the rarity of such attention in a distracted John Foust has conducted of the Internet. In December world will make news organi- training programs for thousands 2015, the number of digital zations extremely valuable to of newspaper advertising profes- news consumers reached a digital advertisers. sionals. Many ad departments are new high of 182 million adult using his training videos to save unique visitors – that’s a 10 time and get quick results from in- house training. E-mail for informa- percent increase year-over- tion: [email protected] year and double the growth April 2016 AlaPressa 13 Help Wanted Marketing/Advertising Sales toshop, and PDF workflow. This • Demonstrate consistent, for the daily operations of all Representative 2,000 paid circulation, three- quality performance in effective digital operation systems, and Tallapoosa Publishers, Inc. person staffed small weekly editing, headline writing and supervises the graphic artists has an immediate opening for operation is 20 miles west of website content management. and proofreaders in the Creative a full time Marketing/Advertising Vicksburg, Miss., on I-20. If you Knows, understand uses all Services Departments. Duties Sales Representative. Qualified do not wish to work hard, forget appropriate editing and writing include planning and directing applicants should be goal-ori- about it. Publisher compensa- tools, such as Associated Press preparatory and operational ented, team players, extremely tion range $40K – $45K, 401(k), and local styles. activities for composing the ad- organized and have a positive health benefits, etc. Send re- • Ability to select and edit vertisements and campaigns for attitude. sume, references, and letter of wire content, helping edit and daily newspapers, digital ads, Compensation plan includes interest to: Dan W. Strack, Em- display local content in print/ special sections and some com- base salary, commission and merich Newspapers, at strack@ online while contributing to the mercial printing clients to meet bonus incentives, health/den- emmerichnewspapers.com news report through traditional established deadlines. This tal insurance, 401(k), life and methods and multimedia plat- position exercises complete disability insurance, retirement Advertising Sales Account Ex- forms. oversight of the IT system, copi- plan, and paid holidays and sick ecutive • Demonstrate mastery of ers, fax machines, printers, and leave. Over The Mountain Journal spelling, grammar, syntax and phones, working remotely and Tallapoosa Publishers, Inc., has an immediate opening for word usage, including the ability alongside of our Regional IT is an award-winning media an advertising sales account to tighten copy when appropri- Manager to correct and update company based on Lake Martin executive. Qualified applicants ate. any IT issues via his/her direc- in Alexander City, Al. The com- should be highly motivated, goal • Adapt easily and effectively tives. Five years job related field pany publishes five community oriented, with a track record of to changing technologies – so- experience required. College newspapers, three monthly life- success. Outside media sales cial media, content management degree or experience equiva- style magazines, and a variety of is preferred but not required. We systems, multimedia video/audio lent; EOE/M/F/D/V drug and websites and other web-based are an award winning 26-year- – uses them appropriately and background screening required. media. old suburban newspaper serv- effectively on the job. Apply at www.BHMGINC.com Responsibilities include but ing the communities of Mountain • Work as the off-hours li- are not limited to: Brook, Homewood, Vestavia aison to answer questions on General Assignment Reporter Provide overall sales sup- Hills, Hoover and North Shelby content plans, copy flow and to Opelika-Auburn News, an port to team: Prospecting, input- County. This position will be re- ensure deadlines are met. award-winning small daily news- ting ads and assisting in collect- sponsible for handling existing • Manage time effectively to paper in eastern Alabama near ing ad copy, delivering proofs accounts as well as generating ensure consistently high quality Auburn University, has an imme- and tearsheets, ensuring high new business. We’re looking for performance and to meet dead- diate opening for a general re- customer service. someone who shares our enthu- lines. porter. The successful applicant Communicate rate packages siasm for helping local business • Demonstrate consistently must be a self-starter capable and multi-media marketing plans get results through print and on- strong communication skills in of writing clean, mature, intel- to client and prospects. line advertising. Base salary with working with other staffers in the ligent copy, both for print and Generate new leads by mak- aggressive commission struc- newsroom and in other depart- digital. Experience is strongly ing cold calls, calling on inactive ture, insurance and retirement ments. preferred. This position is ideal accounts and maintaining an plan available. Email resume • Demonstrate a keen under- for someone who has starred awareness of new businesses with cover letter and reference standing of world, national, local at a weekly or smaller daily and opening in the area. to: [email protected] and state news and uses that wants to step up to something Develop and maintain base of knowledge effectively to improve bigger. This person must be will- accounts. Immediate Opening for a Mul- performance. ing to work a flexible schedule, To apply, please EMAIL re- timedia Copy Editor • Perform all other duties as and must be able to produce at sume to marketing@alexcityout- The Gadsden Times, a sev- assigned. Maintains a positive least seven stories a week. Four look.com. No phone calls, faxes en days a week publication in work atmosphere by acting and year degree in journalism pre- or walk-ins, please. Qualified ap- Gadsden, Al, has an immediate communicating in a manner so ferred; Excellent benefits; EOE/ plicants will be contacted directly opening for a Multimedia Copy that you get along with custom- M/F/D/V. Drug and background for interviews. Editor. This is an evening posi- ers, co-workers and manager. screen required. You may apply tion, Tuesday through Saturday. Interested applicants should at www.bhmginc.com Weekly Publisher Wanted The Multimedia Copy Editor submit a cover letter and resume Weekly Publisher – Accept- has strong web content man- to Monica.Johnson@gadsden- Marketing Assistant ing publisher resumes for a agement skills, a demonstrated times.com or Human Resourc- Shelby County Newspapers, small weekly newspaper in Tal- commitment to web/digital- es, P.O. Box 188, Gadsden, Al Inc. has an immediate need for lulah, La., (just west of Vicks- oriented delivery of news and 35902. a full time Marketing Assistant. burg, Miss.) Great opportunity understanding of and experi- No phone calls please. Qualified applicants should be for an up-and-coming editor, or ence with using social media to GateHouse Media and all goal-oriented, team players, ex- a newspaper couple that desire promote news and interact with subsidiaries are Equal Opportu- tremely organized and trainable. to run a small operation together readers. They are expected to nity Employers and value diver- Compensation plan includes (editorial and ad sales). The pro-actively develop and com- sity in our workplace. base weekly salary, aggressive ideal candidate has solid edito- plete an assignment without sig- commission and bonus plan, rial judgment and writing skills, nificant direction from editors. Information Technology/Cre- health/dental insurance, 401(k), page layout, and sales/business They should: ative Services Manager paid life and disability insurance, experience is certainly helpful. If • Demonstrate mastery of Opelika-Auburn News has retirement plan, and paid holi- you have the drive, but may be assigned editing tasks. an immediate opening for a IT/ days and sick leave. lacking a few tools in your skill • Ability to coordinate print Creative Services Manager. The Shelby County Newspapers, set, we do train. The operation and web content with news staff Information Technology/Creative Inc., is an award-winning media is PC-based, using Quark, Pho- and off-site designers. Services Manager is responsible company based in Columbiana. April 2016 AlaPressa 14 The company publishes five munity relations to lead a weekly budget. This position oversees as opportunities to advance with- weekly newspapers, several newspaper in Central Alabama. the hiring and training new em- in the company. Compensation niche magazines, and a vari- The successful applicant must ployees. The ideal candidate plan includes health and dental ety of websites and other web- be willing to relocate the area must be mechanically inclined; insurance, 401(K), paid life and based media. and be ready to wear many have the ability to troubleshoot disability insurance, retirement Responsibilities include but hats. This means that they will and find solutions to problems; plan and paid holidays and are not limited to: write, edit and manage a staff must meet deadlines while pro- sick leave. Send resume, work Provide overall sales support and team of contributors that will ducing a quality product; have samples, resume and salary his- to team: Prospecting, inputting produce a high-quality hyper lo- excellent communication skills tory to Stacy Graning, publisher: ads into the ad order system, as- cal publication in a competitive and be able to communicate stacy.graning@troymessenger. sist in collecting and composing market. professionally with internal and com. ad copy, delivering proofs and Strong editing in AP style external customers; and must The (Troy,Ala.) Messenger, tearsheets, ensuring high cus- is required and the successful adhere to all company safety an award-winning five day com- tomer service. candidate must be able to coach regulations. Previous mailroom munity newspaper, is seeking a Communicate rate packages young reporters and raise the supervision is preferred. EOE/ dynamic managing editor to lead to client and prospects. quality of the news product. We M/F/D/V. Background screens our award-winning newsroom. Assist with creation of sales hope to make our publication required. Apply at www.bhmginc. Ideal candidate will have a solid flyers, production schedules and one of the best in the state, but com foundation writing, editing and special advertising projects. that will not come without hard design and an understanding of Generate new leads by mak- work and determination. Are you The Messenger (Troy, AL), using multiple platforms — print, ing cold calls, calling on inactive a good fit? If you are, send a re- Seeking Reporter digital, social media — to reach accounts and maintaining an sume, samples of your work and The (Troy,Ala.) Messenger, and engage our community. awareness of new businesses a cover letter to TPI Editor Mitch an award-winning five day com- We’re home to Troy University opening in the area. Sneed at mitch.sneed@alexcity- munity newspaper, is seeking re- and a growing and diverse eco- Develop and maintain your outlook.com porter to join our award-winning nomic base that includes tech, own accounts. newsroom. Ideal candidate will defense, transportation and To apply, please EMAIL a re- Packaging and Distribution have a solid foundation writing manufacturing industries. sume, cover letter and earnings Manager as well as an understanding of The full-time position offers expectations using MARKET- The Opelika-Auburn News using multiple platforms — print, competitive salary and benefits ING ASSISTANT as the subject has an immediate opening for a digital, social media — to reach as well as opportunities to ad- line to: careers@shelbycoun- Packaging and Distribution Man- and engage our community. vance within the company. Com- tyreporter.com. No phone calls, ager. This position is respon- Photography, design and pensation plan includes health faxes or walk-ins, please. Quali- sible for managing the mailroom multi-media skills are a plus. and dental insurance, 401(K), fied applicants will be contacted and dock area which includes We’re home to Troy University paid life and disability insur- directly for interviews. but is not limited to scheduling and a growing and diverse eco- ance, retirement plan and paid inserts and verification of insert nomic base that includes tech, holidays and sick leave. Send Editor schedules, maintaining employ- defense, transportation and resume, work samples, resume Tallapoosa Publishers is ee work schedules that coincide manufacturing industries. The and salary history to Stacy Gran- seeking a self-starting editor with with production schedules while full-time position offers competi- ing, publisher: stacy.graning@ a great nose for news and com- maintaining overtime within the tive salary and benefits as well troymessenger.com.