January 2016 | Vol. 13 Issue 1 ARKANSAS A MONTHLY PUBLICATION SUPPORTING APA-MEMBER ADVERTISING PROFESSIONALS ArkansasAd Press Services, Inc. is a subsidiary of NewsArkansas Press Association | 411 South Victory, Little Rock, AR 72201 | 501.374.1500 INSIDE: From the Field Feature Page 1- House ads available to tout Kelly discovers new boss is old classmate Arkansas newspapers When Vicki Kelly, new advertising manager at the Advance Monticellonian in Monticello, took the job four months ago, she didn’t realize that she would be working for someone with whom she attended junior high. Page 4 - The Citizen Kelly discovered that Tom wins performance prize White, president and publisher at the newspaper, attended the same junior high in Warren that she did and at the same time. “I was in a grade ahead of Tom,” Kelly said, “and didn’t recognize him until I saw his picture in our old school yearbook. Then I was like, “Oh Vicki Kelly, advertising manager at the Advance Monticellonian, (right) yeah, I remember you! discusses an ad layout with co-worker Samantha Swisher. CALENDAR “My family moved to classmates and wondering what happened to them.” JANUARY 31 Watson Chapel in 1973 when I was in the ninth Kelly left the White Hall Journal where she APA Ad Contest grade. Then Tom and his family ended up moving had worked since 1985 to work at the Advance Deadline to McGehee when he was in the ninth grade. When Monticellonian. we figured out we were both from Warren and “It was a tough decision,” she said. “Leaving MARCH 10-11 attended the same school, Tom brought some of his really pulled at my heart strings. I had worked at the APA Advertising old yearbooks to the office. It was hilarious! White Hall Journal for so long that my customers Conference “My yearbooks burned up in a house fire when had become my friends – like family. However, this Winthrop Rockefeller I was young. So it was fun seeing photos of old continued on page 2 Institute, Petit Jean Mountain Research reveals high newspaper penetration in state House ads available to run in your newspaper The penetration of Arkansas daily and The study also revealed that newspapers are still Sunday newspapers and their websites is the most favored advertising source strong at 71.2 percent, according to an readers rely on to find out what’s for Arkansas Statewide Market/Pulse sale before going shopping. Although JUNE 22-25 of Arkansas Reader research study the percentage has dropped from 70 APA SuperConvention completed earlier this year by Pulse percent in 2011 to 46 percent currently, DoubleTree Hotel, Research Inc. Weekly newspaper newspapers are still well ahead of its closest Bentonville penetration came in at 52 percent, which advertising competitor, cable TV at 8.1 is up one percent from 2011. percent. Working for you... About 30 percent of respondents When asked how they prefer to DECEMBER said they or a member of their receive advertising supplements, inserts Gross Advertising Sales household had visited their local and circulars, 39.1 percent of respondents $ newspaper’s website in the last 30 said newspaper (only down .9 percent from 159,000.77 days, down from 43 percent four years ago. continued on page 4 January 2016 AdNews | 1 From the field continued from page 1 was a good fit and a great opportunity for me. Plus, I think DLS, Inc. It was very popular and so much fun. It was a win-win, and the kids (Smith Newspapers) takes good care of their employees. really enjoyed it.” “I love that I’m still connected to the White Hall community. Another favorite promotion of Kelly’s was the Founders Day Several of my old customers there are advertising with me in issue she started at The Journal to focus on community growth. Monticello and getting really good response. I appreciate the support “I may try implementing some similar type promotions in I’m getting from White Hall where I have lived now for 12 years.” Monticello in the future, but for right now I’m keeping what they While working at The Journal, Kelly have been successful with and will add was very involved in the White Hall to that,” she said. community. She volunteered with the You have to be dedicated Kelly says newspaper advertising White Hall Chamber of Commerce and and enjoy working with folks have to love what they are doing served on its board. For 10 years Kelly people, because you meet or should find another career. was active with Arkansas Children’s “You have to be dedicated and enjoy Dream, an organization that grants people from all walks of life. working with people, because you meet wishes to terminally ill children. She You can never give up. people from all walks of life. You can was director of the Jefferson County never give up. ‘No’ is okay because South region. salespersons will get a lot of those, but “My two loves are advertising and kids. So working with you have to remember that the seeds you plant today will reap a Arkansas Children’s Dream was awesome, and my job and volunteer harvest if you nurture and care for them,” she said. work went hand-in-hand,” she said. Kelly said having her day planned before it starts works to keep Kelly combined her two passions with an advertising project her organized. while at The Journal. She developed art student contests by working “I like to know who I need to see today that I didn’t see yesterday,” with the sixth grade art teachers at four elementary schools. she said, “and have a complete list of what has to be done today. I “I sold the space and the students designed the ads, and then I take one day at a time. selected the best ad to run. I awarded first, second and third place “My success comes from the Lord. I give Him all the credit for prizes to the winning students,” she said. “We did it first around our the gifts and ability I have. I pray a lot and give Him the glory for Letters to Santa special section and later expanded to Mother’s Day. my perseverance and direction.” Byron Tate buys Sheridan Headlight Byron Tate, publisher of the Pine Bluff Commercial, recently purchased The Sheridan Headlight. Melody Moorehouse, owner of the Sheridan newspaper, sold it to Tate, a longtime member of the journalism community. Moorehouse said selling the newspaper, where she has worked for more than 20 years, was necessary because she had family health matters that required more of her attention. “This is bittersweet,” Moorehouse said. “I love this paper. It’s all I’ve really ever done since college. But I know Byron is as passionate about community journalism as I am, and I know he will do a great job. I am sad to be leaving the newspaper because it is family, but I know I am leaving it in good hands.” Tate is also publisher of several weekly newspapers, including the Hot Springs Village Voice, all under the umbrella of GateHouse Media. He will continue in his current position with GateHouse and is buying The Headlight privately. “I have known Melody and her family for a number of years and at one point I covered Sheridan and Grant County when I was regional editor at The Commercial,” Tate said. “I was delighted when Melody approached me with her plans to sell the newspaper. It has a great staff and is truly one of the best weekly papers in the state, and I will try my best to keep it that way.” The sale was effective at the end of 2015. Current staffing will remain the same with Millie McClain serving as managing editor, LeAnn Brown serving as advertising manager/creative director, Rob Patrick as sports editor, David Jeffery as news reporter and Katherine Webb as business manager. Byron Tate continued on page 6 2 | January 2016 AdNews In the News Ashley Webb was named sales manager of The Paragould Daily Press as of Jan. 4. She has been an advertising sales representative for The Jonesboro Sun for the past 13 years. Her responsibilities will include overseeing the newspaper’s retail and classified advertising and supervision of its ad staff. “Ashley has proven herself worthy of the challenge of leading The Daily Press to new heights, and I’m excited to have her on board in Paragould,” said David Mosesso, president of the Arkansas-Louisiana-Mississippi Division of Paxton Media Group. “I think our advertisers and Ashley Webb readers will reap the benefit of Ashley’s knowledge and work ethic.” A native of Tuckerman, Webb is a 1998 graduate of Arkansas State University-Newport. Although she earned a degree in nursing, she soon realized sales and marketing were what she is meant to do. — A hard-hitting educational workshop for printers and publishers who prepare Periodicals newspapers has been announced by the National Newspaper Association (NNA) for March 16 in Washington. Practical and detailed, the event will focus on mail preparation techniques to help newspapers improve on- time delivery in the mail. This education program is one of many steps NNA is taking to address an outbreak of subscriber complaints about mail delivery. NNA President Chip Hutcheson, publisher of The Times Leader in Princeton, KY, said attendees should come prepared to dig into the details of creating bundles and containers, targeting critical entry times so newspapers do not miss transportation opportunities and utilizing new U.S. Postal Service service hubs.