Publishers’ Auxiliary 101 S. Palafox, Unit 13323, Pensacola, FL 32591 Published by the National Newspaper Association

PUBTHE NEWSPAPER INDUSTRY’SAUX OLDEST NEWSPAPER Serving America’s Community Newspapers Since 1885 December 2019 Les Zaitz rescues a struggling weekly and elevates local news to award-winning journalism

BY TERI SAYLOR Special to Publishers’ Auxiliary

n a chilly day a week before Thanksgiving, Les Zaitz couldn’t stay on the phone long. He was preparing to wel- Ocome a pair of donkeys to his ranch and had work to do. He is most happy when he’s building fences, feeding cows and horses and helping animals in need. Zaitz, who spent his career uncover- ing corruption, ferreting out wrong- doing and racking up awards as an investigative reporter, was looking forward to living his lifelong dream of retiring to a ranch and riding off into the sunset. That is, until 2015, when the Malheur Enterprise, a 110-year old, tiny weekly newspaper in Vale, Oregon, called his name. Zaitz traveled the 100 miles from his ranch to the paper and observed a E.J. HARRIS | MALHEUR ENTERPRISE typical weekly that needed some tough Publisher Editor Les Zaitz (left) confers with reporter Pat Caldwell. love and a major overhaul. This ranch- er, who loves rescuing animals, saw a nists who were public of- articles. The last advertising salesper- newspaper that needed rescuing, too. ficials in Salem, the state son had left 10 years earlier and had “I had heard the newspaper was for capital, over 300 miles never been replaced. sale and struggling,” he said. “I was a away,” he said. “The newspaper published only the year out from retirement, but I thought The newspaper had one ads that came in the door,” he said. I’d take a look at it.” reporter with no training, “The owner was a former music critic What he saw was possibly the worst experience or editorial who lived in Tacoma, Washington, and newspaper in Oregon. direction who was doing Zaitz “I say the worst because it was filled the best he could but was with press releases and guest colum- producing mediocre news SEE FLIP SIDE 4

Malheur Enterprise staff from left: Yadira Lopez, reporter; Joe Siess, reporter; Rose Zueger, advertising manager; Howard Benson, business manager; Autumn Butler, office manager; Sheila Schroder, delivery driver; Isabella Garcia (no longer with the newspaper), reporter-intern, and Pat Caldwell, reporter.

circulation was steadily declining, ex- that means “misfortune” in English. state government report. Zaitz leads the cept for the readers who wanted to keep In a Pacific coast state, Malheur is the team of three reporters as its editor. up with high school sports.” only county in the Mountain time zone. “During the 2016 presidential election, Zaitz called the entire operation “a The U.S. Census estimates that Mal- trust in the media was eroding amidst recipe for disaster.” And then he, his heur County is home to about 31,000 the ‘fake news’ rallying cry,” Zaitz said. wife Scotta Callister, and his brother residents, and a third of the population “In a small way, I wanted to use the Lyndon Zaitz, bought the newspaper is Hispanic. The county’s agrarian Enterprise as a role model to test the anyway. economy is known for cattle ranching, theory that people want credible, local “I am sharply aware of how news- hay production, sugar beets and onions. news that could be as professional and papers are vitally important to the The Census also estimates only 13% provide the same quality news as the communities they serve, particularly of residents have a bachelor’s degree, Washington Post, New York Times and in rural areas,” he said. “I looked at the and about a quarter of the population other great American dailies.” newspaper. I looked at the community, lives in poverty. Zaitz sees no journalistic difference and I diagnosed the problems. I decided Zaitz, who is a two-time Pulitzer Prize between daily and weekly newspapers. to buy it and try to keep it alive, and I finalist, also owns the Keizertimes in The major difference is scale. thought we could make it sustainable.” Keizer, Oregon, with his brother, who “Just because a newspaper is small The population in Vale is 1,825, and serves a publisher, and is the founding doesn’t mean it is bad. Community the newspaper’s circulation is 1,500. partner in Mazama Digital, formed in newspapers must be trustworthy The closest daily newspaper is the Ar- 2017 to design and market a content watchdogs, accountable to their com- gus Observer in Ontario, Oregon. management system for online news munities,” he said. “This takes away Malheur County covers a vast land- operations. the excuse that small newspapers don’t scape spanning nearly 10,000 square In 2018, he co-founded Salem Report- have enough resources to produce good miles in Oregon, sharing its eastern er, a digital news service based in Ore- journalism, and I can say this with border with Idaho and its southern bor- gon’s capital, and is the CEO and editor. some authority because I have a news- der with Nevada. Much of the land is Soon after its launch, Salem Reporter room of two.” federally owned. The county is named formed a collaboration with two other for the Malheur River, which flows Oregon news organizations to create through it. Malheur is a French word the Oregon Capital Bureau, focusing on SEE MALHEUR, PAGE 5 5 MALHEUR: The newspaper’s turnaround began immediately after Zaitz bought it, but the coverage of two major events had a powerful impact

Facebook reach went through the roof ed on the investigation last August. FROM PAGE 4 and touched over 100,000 users. It was Zaitz, who values transparency, runs stunning to watch the metrics.” a no-frills website, which includes an He also employs a reporter funded The newspaper also covered a horri- extensive statement of principles and through Report for America and usual- fying crime involving a local hospital a description of how the newspaper’s ly takes on one or two paid interns per that released a patient who had faked journalists work. The website also year. his mental illness and went on to kid- makes a case for why it is important The key to producing a quality nap and murder his wife in the front to pay for news. A donation site raises newspaper with a small staff is to set seat of his truck, evading capture until money to pay interns, and subscrip- priorities and avoid being predictable, he crashed into another car, killing the tions are $5 a month. The newspaper he says. driver, a local resident. also offers a free trial subscription for If building a new revenue model was “We conducted an investigation on new readers. The newspaper relies Zaitz’s first move after taking over the the killer, who he was, how he had been on postal delivery and is available on Enterprise, re-tooling news coverage able to fake his illness, and then why he newsstands. Both the website and Face- was not far behind. was released from the hospital,” Zaitz book page serve as its around-the-clock “I decided our reporters were no said. The newspaper became embroiled platform for all news, including devel- longer going to sit at local meetings, act in an ugly battle with the state’s justice oping events. at stenographers and report on boring department over public records in the Zaitz runs the Enterprise from his topics,” he said. “If anything important case, which were finally released after ranch. is discussed, we should know about it the Oregon governor intervened. “I don’t go to the office every day before it gets to the meetings.” The newspaper’s reporting led to an because I don’t want the newspaper He helped the reporters develop examination of how the state handles resting on my shoulders, and I don’t sources to keep them in the loop, and insanity defenses in criminal courts. want to be the face of the newspaper,” they learned to use the three hours The coverage earned the Enterprise he said. “Our staff is well-organized, they would have spent at school board the 2018 Investigative Reporters and and I can manage it just as easily by meetings to dig into deeper issues, such Editors FOI Award, marking the first phone and Skype.” as how migrant students are getting time in the award’s 20-year history that He predicts that while community their education or why absenteeism is a community weekly newspaper has newspapers will remain in print for an- so high at local schools. been the recipient. other decade because current readers The newspaper’s turnaround began This year, the Enterprise has been are used to holding it in their hands, immediately after Zaitz bought it, but the subject of a criminal investigation eventually, journalism will migrate to the coverage of two major events that brought by a disgruntled legislator who digital platforms. The quality of cov- had a powerful impact on the communi- maintained lucrative economic develop- erage will dictate whether these plat- ty was the turning point in its rebound. ment contracts with Malheur County. forms will rise or fall. The first was an unusually hard win- He claimed reporters were harassing “Overall, the future of journalism ter in 2017 when it snowed so much that his staff by emailing and calling them depends on us. We need to return to more than 100 buildings collapsed. for quotes, comments and information the basics and return trust,” he said. “I “We became a 24/7 news source, using about their work. believe we should first focus on content Facebook and our website to keep peo- “Readers were outraged by his claims, and then worry about delivery.” ple posted on the weather conditions and the sheriff didn’t take his threats and where volunteers were needed,” seriously and refused to press charges,” TERI SAYLOR is a freelance writer in Raleigh, Zaitz said. “Readers flocked to us. Our Zaitz said. The Washington Post report- North Carolina. Contact her at 919-604-0288.

Office address: Mailing address: Phone: 541-473-3377 Publisher and editor: 293 Washington St. W. PO Box 310 Email: info@ Les Zaitz, Vale, OR 97918 Vale, OR 97918 malheurenterprise.com [email protected] malheurenterprise.com 6 Malheur Enterprise Statement of Principles

fact-checking protocol to guard the community — its people, insti- How We Work as Journalists against error. That includes a re- tutions and traditions. We engage We want to be open and clear quirement to reach out to subjects in issues that matter. We identify with you, our reader, about the of stories as possible to verify the problems, but we will always seek standards that guide our work accuracy of our intended report- solutions, as well. Like you, we every day. We strive to meet every ing. want our community to improve, one of these. We never intention- to be welcoming and safe, to be ally disregard these principles. economically vibrant. When we fail, bad information, speed or inadequate experience is Bias to blame. We know full well that readers now come to news reports suspi- Without Fear cious that they might encounter Our reporting can and will put Accuracy a deliberate tilt by the news or- us at odds with people who hold We strive to be certain that every ganization. Our intent is that you power or those who can and do fact — every number, every date, never detect a political, economic abuse the public in some fashion. every name, every quote — is true. or social bent in the stories we We will pursue difficult stories We will never knowingly publish serve to you. because they are important sto- false or inaccurate information. ries. We will not be scared off of or We will honestly and quickly cor- intimidated from doing any neces- rect any factual error. Facts Over Fancy sary story — ever. Our primary job is to gather the news. We devote every dollar we Clarity can to reporting. That means we Without Favor We want our reporting to be un- don’t divert time and money into We owe allegiance only to you, derstandable — free of jargon and making our stories glitzy or stun- our reader. Our work is not done vagueness. You can expect us to ning in design. We are certain you in service to any special interest. gather the necessary information would prefer accurate news over We are beholden to no party, no and develop sufficient expertise to flashy presentations. business, no individual, and we produce stories clear about issues, seek no special treatment from agencies, and people. any. We are beholden only to the Professionalism truth. We can get better, and we will. Fairness We will always — always — work Our stories will honestly repre- to sharpen our journalistic skills. Trust sent views and issues, never mis- We will become better interview- The most valuable possession of characterizing or distorting facts ers, data analysts and writers. Our our team is your trust. We know and developments. We want those professionals are intent on getting we can’t exist without it, that we we write about to feel they were as good as they can, not for awards will not otherwise succeed as a fairly treated. but to better serve your needs. business and as a news organiza- tion. We are relentless in earning Citizenship and keeping that trust. Fact Checking We don’t consider ourselves We follow our own customized distant observers. We take pride in 7 HR 2382 would remove 100% prefunding requirement enacted in 2006

BY TONDA RUSH a year. Then the bottom fell out, and Action Team was pushing the bill over Director, Public Policy | mail volume began to plummet. Since the finish line. National Newspaper Association 2009, the prefunding requirement has “This bill is not the full package we been added to USPS’ balance sheet as hoped for and we still need. But it is debt, and no further contributions have a step we can take now. NNA’s Board Legislation that would relieve the U.S. been made. agreed we should do what we could. Postal Service of more than $50 billion Repealing the prefunding requirement We’ve been actively promoting it for in debt is nearing a critical support has been a priority in various new postal several weeks, and the results are clear. threshold that could finally reach the reform legislative packages that failed to When community newspaper publishers House of Representatives floor in the pass in the 111th to 115th Congresses. In roll up their sleeves, we make a differ- 116th Congress. the current 116th Congress, new post- ence. A bill by Rep Peter DeFazio, D-Ore., al reform bills have been promised by “If this bill can get to the floor, we would remove a long-standing irritant to Congressional leaders, but no compre- think it has a good chance of being USPS that was put in place by the Postal hensive bill has been filed. rolled into other legislation. Although it Accountability and Enhancement Act DeFazio, with the support of USPS doesn’t give USPS new operating cash, of 2006, requiring it to fully prefund its labor organizations, began last summer it does relieve pressure on the Postal retirees’ health benefits. to push one simple bill that would roll Regulatory Commission to steeply raise No other government agency is re- back the clock and restore USPS to the postage rates so this massive ‘debt’ can quired to meet such a steep threshold, benefit funding practices of the rest of be paid back. NNA opposed this require- nor are private corporations expected to the federal government. National News- ment in 2006 and has always thought it achieve 100% prefunding. Instead, gov- paper Association declared its support was unfair and burdensome to expect ernment agencies are on a pay-as-you-go for his bill, HR 2382, at the end of the mailers to fund benefits so much more basis, and even large corporations rarely summer of 2019 and has actively sought aggressively than any other federal underwrite retirement benefits past 50% co-sponsors. benefit fund is financed. We’ll be glad to funding. But the Bush administration in If the legislation can achieve 290 get back to normal so we can work on 2006 wanted to add extra revenue to the co-sponsors, the bill is eligible for floor longer term repair of the Postal Ser- federal treasury, and at the time, USPS action under the expedited part of the vice’s universal service mandate.” was at its peak in mail volume. The ex- House actions called the consensus pectation looked tough but achievable. calendar. As of the middle of November, TONDA RUSH is the director of public policy and But in the year after postal reform, the the bill had 288 co-sponsors. serves as general counsel to the National Newspaper iPhone was released. The following year, NNA President Matt Adelman, pub- Association. Email her at [email protected] the Great Recession began. USPS made lisher of the Douglas (Wyoming) Budget, the first two payments of about $5 billion said he believed NNA’s Congressional Pub Aux Photo Contest The contest is open to any photographer employed by or freelancing for an NNA member newspaper. A photographer may submit one photo per category, per contest. There is no cost to enter. • Photos must be from within a year of the close of the contest (Dec. 13, 2018 through Dec. 13, 2019). • Submit a TIFF or JPEG. • Each entry must have the name of the photographer, newspaper name (in- cluding city and state), date of publication and cutline information. • Indicate the category the photo will compete in: News, Features or Sports. Deadline for the next contest is December 13, 2019. The winners will appear in the January 2020 issue. By entering, you agree that Publishers’ Auxiliary has ASHLEY D. SWANSON | CLAY COUNTY NEWS, SUTTON, NEBRASKA the right to publish the photo(s). Email entries to [email protected]. 8 Bordewyk named executive director of South Dakota News Watch

David Bordewyk, a widely respected first-rate reporting.” News Watch,” said Lister, current media leader for the past 25 years, is In a unique partner- board president of SDNA. “Infor- joining South Dakota News Watch as ship with the oldest mation is power, and America needs its executive director effective Nov. 1, media organization in journalists.” the nonprofit organization announced. the state, Bordewyk also Bordewyk will work with an exist- Bordewyk, a resident of Brook- will continue in his role ing two-member team of experienced ings, South Dakota, is the longtime as executive director journalists who have produced more executive director of the South Da- of the South Dakota Bordewyk than 100 in-depth articles in the past kota Newspaper Association. A 1984 Newspaper Association. 20 months. journalism graduate of South Dako- SDNA, based in Brookings, has repre- Bart Pfankuch, former editor of the ta State University, Bordewyk has sented South Dakota newspapers for Rapid City Journal, was promoted to been a strong voice for government 137 years. content director in June after serv- transparency and a leader in efforts “Reliable investigative journalism ing as the first full-time reporter for to strengthen citizen access to public on topics that impact our citizens News Watch. Investigative reporter information. on a broader statewide scale is para- Nick Lowrey, former managing editor “With his deep knowledge of the mount to the success and growth of of the Capital Journal in Pierre, was state, its people and issues, Dave is our state, but it was missing here until hired as the second full-time journal- exactly the right person to lead South South Dakota News Watch launched ist in May. Dakota News Watch into the future,” in February 2018,” said Letitia Lister, On Nov. 1, South Dakota News said Randell Beck, board co-chair and, publisher and part-owner of the Black Watch also will begin its annual with Jack Marsh, co-founder of the Hills Pioneer in Spearfish. campaign to raise funds for staff and independent journalism organization “It is with great hope for the future administrative expenses in 2020. To dedicated to producing in-depth sto- of journalism that our South Dakota ensure its independence and credibil- ries about statewide topics. “Dave is a Newspaper Association looks upon ity, South Dakota News Watch does trusted leader committed to our mis- this new partnership with the pro- not accept advertising and is financed sion to serve the public interest with fessional journalists at South Dakota exclusively by voluntary donations and grants. Year-end donors to South Dakota News Watch can double the impact of their contributions, thanks to a matching gift fund. Contributions Did you know ... from $1 to $5,000, made in November and December 2019, will be matched 85% of community newspaper 1:1 up to a total of $50,000. The pool readers are “very likely” to of matching funds is underwritten by NewsMatch (www.NewsMatch.org), a vote in an election this year? consortium of national foundations, and by South Dakota philanthropists Dan and Arlene Kirby. Governed by a 10-member volunteer 2019 Community Newspaper Readership Survey National Newspaper Association, Pensacola, Florida | NNA.ORG | Special thanks to our Allied Partners whose support makes this survey possible: BurrellesLuce | Interlink, Inc. | Walterry Insurance Brokers board, South Dakota News Watch is an independent, nonprofit 501(c)(3) orga- nization reporting untold stories that help South Dakotans be informed and Did you know ... engaged citizens. South Dakota News Community newspapers rated Watch produces investigative and pub- lic service journalism that sheds light as the most trusted source of on the issues, concerns and welfare information about candidates of South Dakotans. All coverage is available to the public free of charge running for public office— through its website, SDNewsWatch. topping all other mediums? org, and through the many newspaper, broadcast and online media outlets that regularly publish News Watch 2019 Community Newspaper Readership Survey National Newspaper Association, Pensacola, Florida | NNA.ORG | Special thanks to our Allied Partners whose support makes this survey possible: BurrellesLuce | Interlink, Inc. | Walterry Insurance Brokers content. 9 Publishers evaluate payroll with FLSA salary threshold increase on the horizon

: Please explain again how a half for all hours over 40. But a clear understanding with the a nonexempt journalist can few newsroom budgets have that employee that a flat salary will be be paid a salary. wiggle room these days. paid regardless of hours worked and Another is to specify a flat that hours over 40 will be compen- Q: Happy to. Now that the number of hours and pay a flat sated at an additional rate of 50% new Fair Labor Standards salary. The employee is not per- of the base. This system requires a Act salary threshold is set mitted to go over the agreed number recalculation with every pay period. to go into effect next year, a of hours. That is legal so long as Alot of companies are re-evaluating the hours over 40 are compensated 6. The employer may limit how their payroll. at time-and-a-half and the quotient many hours could be worked under It is an enduring of flat salary divided by hours does this system, but in this case, as well LEGAL irritant to both the not yield an hourly rate below the as with the regular FLSA overtime STANDING newspaper indus- minimum wage (remembering that rule, employees may not “volun- try and serious some states have minimum wage teer” additional time. Hours worked journalists that the rates above the $7.25 per hour set at have to be hours paid. Labor Department the federal level). devalues many A third is complex, but works Here are some examples to make community news- well for many newspapers. It is this process more clear. (Remember paper journalists called the fluctuating salary basis. that employees must have a “clear and will not clas- It allows for overtime hours to be understanding,” so this process sify them as pro- paid at 50% of the regular rate, but should be written down, reviewed TONDA F. RUSH fessionals who can it does not work in every circum- with the employee, initialed and put be paid on salary stance. This approach is available if into the personnel file.) without limitation. the following conditions are met: Let’s say the employee earns $600 Rather, we have an environment flat salary a week. For a 40–hour now where bosses have to pull jour- 1. It is allowed under your state week, that is a regular rate of $15. nalists off stories when their hearts law. In Alaska, California, Pennsyl- • In week one, the employee works and souls are intent upon covering vania and New Mexico, it is prohib- 40 hours and earns $600. the news, just so the budget isn’t ited. • In week two, the employee works busted. NNA hopes the day will 35 hours and earns $600. come when the Labor Department 2. The employer can show that • In week three, the employee gives journalists their due so they a specific employee’s work week works 44 hours. The regular rate can be considered exempt across the varies considerably from week to is $600/44 or $13.63. The employer board. week. owes for four hours of overtime. But However, for now, most reporters instead of time and a half, the em- and many editors are considered 3. It is consistently used with ployee has received flat time for the non-exempt under FLSA. So the the designated employee, both entire 44 hours. The overtime pre- question of how to predict compen- when work weeks fall under 40 mium owed is 50% of $13.63 or $6.81. sation in a budget and still let the hours and when they fall over 40 So the pay is $600 plus four hours at newsroom cover the news is vexing. hours. $6.81 or $27.23. The employee’s pay for that week, then, is $627.23. THERE ARE SEVERAL POSSIBLE 4. It is available only for full- • In week four, the employee works APPROACHES: time employees.

One is simply to pay time and 5. The employer also must have SEE FLIP SIDE 10

50 hours. His regular rate is now The real challenge falls upon the option, without losing eligibility $12. His or her pay is $600 plus 10 bookkeeper who has to recalculate for the fluctuating salary process. hours at half of $12 regular rate or regular rates for each work week. This change in the law has NNA’s $60. Final gross pay: $660. Of course, the journalists have to support as it will increase the tools The system works well for news- cooperate as well because they have available to employers to ensure sta- room employees who have great to turn in their hours—a process bility in covering the news without peaks and valleys in the work week, that is anathema to many in the breaking the bank. such as sports people who might field. But, until the U.S. Labor have little to do one week and a Department comes up with a better TONDA RUSH is the director of public policy and lot on another, or for government approach, that is the law. serves as general counsel to the National Newspaper beat reporters who might cover Now the Labor Department is Association. Email her at [email protected] short meetings one month and long contemplating allowing bonuses budget sessions that stretch into the and pay premiums to be factored night another month. into the base rate, at the employer’s

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BY MATT CANHAM Senior Managing Editor | The Salt Lake Tribune

The Salt Lake Tribune is now a nonprofit, an unprecedented trans- formation for a legacy U.S. daily that is intended to bolster its financial prospects during a troubling time for journalism nationwide. The IRS approved the shift in a letter dated Oct. 29, deeming The Tri- bune a 501(c)(3) public charity. That means supporters can start making tax deductible donations now. The move from a for-profit model was spurred by Tribune owner Paul Huntsman, who, in agreeing to turn Utah’s largest paper into a nonprofit, is giving up his sole ownership. “The current business model for lo- cal newspapers is broken and beyond repair,” said Huntsman, who also PAUL FRAGHTON | TRIBUNE FILE PHOTO serves as The Tribune’s publisher. The Salt Lake Tribune's office building is at The Gateway in downtown Salt Lake City. “We needed to find a way to sustain this vital community institution well beyond my ownership, and nonprof- ers another way to build a sustain- She says readers will likely notice it status will help us do that. This able future for local news, so citizens little change to The Tribune’s jour- is truly excellent news for all Utah can get the trusted information they nalism. residents and for local news organi- need to engage constructively in our “We’ll still have [editorial cartoon- zations across the country.” democracy." ist Pat] Bagley, we’ll still have sports The Tribune, a Pulitzer Prize-win- Other U.S. newspapers, such as The analysis and we’ll still have all the ning newspaper, will seek donations Philadelphia Inquirer and the Tam- hard-hitting investigative reporting large and small, coupling them with pa Bay Times, draw support from Tribune readers have come to expect revenue from advertising and sub- nonprofits, and newspapers includ- and rely on from The Tribune,” Napi- scriptions and a separate foundation. ing The New York Times and Seattle er-Pearce said. “The integrity of our The Utah Journalism Foundation is Times benefit from foundations. No reporting and our values as a news creating an endowment to fund in- other legacy newspaper has made the organization won’t change, but we dependent journalism in Utah, with full switch to nonprofit status. will engage with the community in The Tribune being a big beneficiary. Huntsman, who bought the paper new ways and ask for their support.” Those in the journalism industry in 2016, will transfer his ownership Some journalism observers won- have kept a close eye on The Tri- of The Tribune to a public board of dered if the IRS would require The bune’s efforts, seeing it as a potential directors, to be fleshed out in the Tribune to jettison sports coverage path forward for other struggling months to come. Huntsman is the or restaurant reviews to become a news outlets. chairman of that board and has nonprofit, arguing that those stories "This is an important decision that promised a strict “firewall” between might not fit under the educational recognizes local news as a public its members and the newsroom, a mission spelled out in the tax law. good, something that strengthens the move to protect The Tribune’s jour- That didn’t happen. community," said Alberto Ibargüen, nalistic independence. He also has The IRS accepted The Tribune’s president of the John S. and James promised to reject contributions from application without limitation. That L. Knight Foundation, a nationwide people who want to direct or influ- means The Tribune will continue to leader in journalism philanthropy. ence news coverage. "The model pioneered by The Salt Jennifer Napier-Pearce will contin- Lake Tribune gives community lead- ue to serve as The Tribune’s editor. SEE FLIP SIDE 12

provide its full breadth of coverage es to their billing or the delivery All money donated to The Tribune on politics, the arts, religion, envi- schedule, but their payment won’t be will support the newsroom, Napi- ronment, sports, opinion and more. tax deductible because of business er-Pearce said, which like just about The Tribune will, however, stop any arrangements involving advertising, every newspaper in the United States endorsements of political candidates circulation, printing and delivery. has seen staff cutbacks as advertising going forward as required by the law The IRS’ quicker-than-expected revenue has dried up or shifted to big governing nonprofits, but the editori- action means The Tribune will need online players like Google and Face- al board, which is separate from the a few weeks to expand its donation book. In 2011, The Tribune had a staff news staff, will continue to opine on options, including offering monthly of 148, but through a series of layoffs, the big issues of the day. The change contribution plans. most recently in 2018, the staff now has no bearing on columnists or car- “We were told by our lawyers that stands at about 60. toonist Bagley. approval could take until the first By relying on the support of While all cash donations will be tax quarter of 2020 or longer since this readers and seeking new nonprofit deductible, there will be no immedi- is a first-in-the-nation application,” partnerships, Napier-Pearce said, ate changes to digital or print sub- said Fraser Nelson, Tribune vice she hopes to expand The Tribune’s scriptions, though it is possible that president of business innovation. offerings in the months and years to digital subscriptions will become “Needless to say, we’re extremely come. tax deductible in the future. Print grateful to the IRS for allowing this subscribers won’t see any chang- transition to move forward.”

December 1, 2019 Publisher's Auxiliary Established 1865 WRITE Published by, and responsible to, The National Newspaper Association. © NNA 2019, all rights reserved. No TO PUB AUX reprints granted without permission. Contact Kate Richardson at [email protected]. Got an opinion on an NNA issue? Maybe you’re LYNNE LANCE NNA DIRECTORS DENNIS RICHARDSON just plain angry about something we might have Publisher REED ANFINSON Magic Valley Publishing said in an editorial or a column. We’d like to hear KATE RICHARDSON Swift County Monitor Tennessee & Kentucky Managing Editor Benson, Minnesota JEANNE STRAUS from you. Write us at: DIANE DAVIS BETH BENNETT Straus Media Copy Editor Wisconsin Newspaper Association Chester, New York WENDY MACDONALD Madison, Wisconsin BRADLEY THOMPSON II Publishers’ Auxiliary Sales Director KERMIT P. “BO” BOLTON Detroit (Michigan) Legal News 101 S Palafox Pl Unit 13323 The Monroe (Alabama) Journal JEREMY WALTNER NNA OFFICERS DAVID FISHER Freeman (South Dakota) Courier Pensacola, FL 32591-7835 ANDREW JOHNSON Fisher Publishing Inc. BRETT WESNER President Danville, Arkansas Wesner Publications Co. [email protected] | 217-820-0212 Dodge County Pionier JOHN GALER San Francisco, California Mayville, Wisconsin The Journal-News MATT ADELMAN Hillsboro, Illinois EX-OFFICIO DIRECTORS Vice President ROBB HICKS MAX HEATH Douglas (Wyoming) Budget Buffalo (Wyoming) Bulletin Postal Committee Chair Emeritus MICHAEL FISHMAN RANDY KECK Shelbyville, Kentucky Treasurer Community News TONDA F. RUSH Citizen Tribune Aledo, Texas Director, Public Policy & General Counsel Morristown, Tennessee LOUIE MULLEN Arlington, Virginia SUSAN ROWELL Blackbird LLC Immediate Past President Buffalo, Wyoming The Lancaster (South Carolina) News/ Contact our office: Carolina Gateway

• Place a display or classified Lynne Lance, 850-542-7087, tions or legal issues: Contact Contact Steve Haynes, 785- Lynne Lance, 850-542-7087, ad: Contact Wendy MacDonald, [email protected] Tonda Rush, 703-237-9802, 475-2206, steve.haynes@ [email protected] 913-461-3721, [email protected] • Convention Trade Show and [email protected] nwkansas.com • Community Newspapers • Congressional Action Team Sponsorships: Contact Wendy • Help with postal: Contact Max • Contests and awards: Contact Leadership Summit: (CAT): Contact Tonda Rush, MacDonald, 913-461-3721, Heath, 502-649-8822, max- Kate Richardson, 217-820- Contact Carol Pierce, 703-237- 703-237-9802, [email protected] [email protected] [email protected] 0212, [email protected] 9802, [email protected] • Annual Convention: Contact • Help with governmental rela- • Donations to NNA Foundation: • Member services: Contact 13 Regional and community papers alike need to come together to ask questions and share answers

he fallout was immediate. Within 24 hours after the nonprofit ProPublica Illinois and the Chicago Tribune pub- Tlished their investigation in mid-No- vember into the use of seclusion rooms to isolate students in school districts around the state, the gover- nor called for emergency action to halt their use. The state school board began drafting rules that would pro- hibit students from being left alone during a timeout, and at least one state representative introduced legis- LOCAL lation to stop the MATTERS practice altogether. Illinois law re- quires schools to file a report when a child is put in se- clusion, but it does not monitor it, and parents are often not notified when JACKIE SPINNER it happens to their child, according to the investigation. The conditions in which some of the children were isolated and left alone are horrendous. Some of them were kept in small, locked rooms as punishment for infractions such as ripping up a homework paper or refusing to get out of the car. Many A database on the independent news outlet’s website (http://bit.ly/2KD90cD) allows reporters to search their of the children were disabled and local school district and then to follow up and ask questions based on what they find. being punished essentially for their disabilities, including autism and ADHD. districts in Illinois, created the kind miliar story, one that is well known “I’d rather die. You’re torturing of public outcry that reporters hope to most journalists. The decline me,” one child said while in seclu- will happen when they uncover of advertising revenue means that sion. “Please, please, please open the unimaginable. They are a clear fewer reporters — in places that the door. Please, I’ll be good. Open reminder to a skeptical public that still have reporters, are covering the door and I’ll be quiet,” another journalism matters and that it mat- local news. Calling it a “crisis” for child begged. ters most at the local level. democracy, the PEN report decried The findings of the year-long A PEN America report that came project, which analyzed thousands out the same week as the investiga- of records in more than 100 school tion into seclusion rooms tells a fa- SEE FLIP SIDE 14

the decimation of local news in re- to respond to the Chicago–based and which charges were still on cent years. “When ad revenue dries reporters need to hear from their the table. I shared them with my up, consolidation and cost cutting community journalists and need to colleagues at other news outlets. I gut newsrooms, beats remain uncov- see them in the front row of the next knew then, even as a cub reporter ered, and corruption goes uninvesti- school board meeting. at the Post, that what mattered most gated, the American populace lacks We must move beyond the days of was that we got the information vital information about their lives considering each other competitors, correct — that we collectively got and their communities,” the report of lamenting that we missed the sto- the story right for all of our readers found. “The consequences of imper- ry, that we don’t have the resources and viewers. iled local news eco- systems for U.S. or time to do the in-depth reporting In that spirit, we need to share this political and civic life have already that this project required. seclusion room reporting, which been dramatic, and unless we take We must simply run with it. Ed- ProPublica has made it easy to do concerted action, they will only get itors in states that still allow this by offering it for free. A database worse.” barbaric practice need to ask their on the independent news outlet’s Rather than groan about what legislators why. Regional papers website (http://bit.ly/2KD90cD) feels like the obvious for many of and community papers alike need to allows reporters to search their lo- us, we need to look at the ProPubli- come together to ask and then share cal school district and then to follow ca and Tribune investigation and answers. They need to work with up and ask questions based on what hear a call to action. The story was local TV outlets and radio stations. they find. published under a Creative Com- I remember early in my career “One problem with losing local mons license, meaning local news- at The Washington Post when I coverage is that we never know papers can reprint it with certain was covering a series of military what we don’t know,” writes Mar- conditions detailed on ProPublica’s court hearings at Aberdeen Prov- garet Sullivan, the media columnist website. ing Ground outside of Maryland. A for The Washington Post. “We do hope that reporters — and drill sergeant had been accused of In the case of seclusion rooms in parents — will use this work as a multiple counts of rape and abuse, Illinois, we do know what is happen- starting point to conduct their own so many that it was often hard to ing. It’s now up to us to pursue it investigations and gather informa- keep track of them. The media pack together, without delay. tion about what's happening in their covering the story was huge, led communities and to their children,” by the TV networks and national JACKIE SPINNER is the editor of Gateway Jour- Louise Kiernan, editor-in-chief for publications like mine. Each morn- nalism Review (gatewayjr.org) and an associate ProPublica Illinois, told me. ing, before the legal proceedings professor at Columbia College Chicago. Send story The school districts that failed started, I sketched out basic facts tips to [email protected]. 15 Postal Q & A: Statements of ownership run in text form? Late? Need to maintain offices for Periodicals permit?

hese are questions to the NNA Standard Mail) or other permitted most don't ask what to do about it. I postal hotline that may be of piece cannot be inserted into the paid am never comfortable giving advice interest to all members but Periodical without removing the in- about state legal ad laws. But this re- with names and titles removed dicia indicating that postage was paid quirement is basically lifted from the Tto protect the identity of the location on it at the Marketing Mail prices. Periodicals rules of USPS, probably at asking. Can the indicia be erased and copies the behest of publishers in the past. run without the permit? The answer I've given over the Q: We forgot to file our Statement years, and one that was upheld by the of Ownership report and run it in DMM 207.3.4.2 PROHIBITED MATERIAL C: A Postal Service's final ruling agency, the paper this year. What should FIRST-CLASS MAIL, USPS MARKETING MAIL, the Pricing & Classification Service we do? PARCEL SELECT OR PACKAGE SERVICES Center, was this: A: Do it as soon as you realize PERMIT IMPRINT There should be an office where the the omission. The penalty for failure business of the publisher can be con- to comply could Q: Do I have to maintain two ducted within the county of original be the loss of your permits for the two different offic- entry. A shared office with a desk and POSTAL Periodicals permit. es where we enter the Marketing dedicated phone line where a reporter TIPS But before a per- Mail? or other employee might work can mit is taken away, A: No. Any permit owned by the suffice. There should be signage (in appeals can be filed. business can be used for any business the window is OK, but with enough If you have caught of the publisher, so long as postage is prominence to be readable at a dis- up to the obliga- paid properly. In other words, you do tance), and a person should be able to tion, it is unlikely not have to use a different permit. The leave a classified or other ad or renew USPS would begin proper, identical indicia would need to their subscription. A friendly busi- the long process be printed on both products. ness like an insurance agency, real of removing your That can save the annual $235 bulk estate office, accountant, lawyer, etc. MAX HEATH permit. mailing fee on one of the permits. that would rent a small shared space Also, you can use your permit to mail for reasonable price could work. Their Q: Just noticed qualifying products from other cus- front-office help should be willing to in Editor and Publisher that they tomers, if needed. do newspaper transactions. Reporters published in text format their DMM 243.1.4.1 states, in part: based at the main office can use the statement of ownership. Wonder if “A mailer paying this fee may enter satellite office to file reports or make we have the flexibility to do that? clients’ mail as well as the mailer’s calls, as needed. A: Yes, if you wish. Newspapers own. The mailer whose permit im- Also, circulation records of the Pe- got in the habit of running PDFs print appears on pieces in a mailing riodical newspaper can be maintained of their Statements of Ownership, paid with a permit imprint must show at a central office but must be made Management and Circulation since that permit number on the postage available at the in-county office upon scanning became so easy. But most statement and must pay the annual request. magazines and some larger daily mailing fee for that permit; this fee is I know that might be easier said newspapers run them in text formats, in addition to the one-time fee for an than done, but I've helped quite a few some set solid and some formatted, application to use permit imprints. papers do it in years past. In more primarily to save space. recent times, I have become aware of Q: We are starting to close some situations like you describe in vary- Q: I have a question regarding small one or two-person offices ing states where nothing was done our Presort Standard Mail Per- and merging the tasks and some- by USPS to enforce that rule. That mit product we run on a shared times employees with a larger doesn't mean they couldn't. Usually, publication between two paid titles neighboring city. State law says a such actions result from a competitor under same ownership. It also runs legal advertising publication must in the area objecting. It's your call, of in one of the paid titles that way. I do maintain a "known office of publica- course, as to what is feasible. But it's not think we are in compliance (with tion at the location where the original the only way that is foolproof. postal rules) and was hoping for some entry for Periodicals mailing is autho- clarification. rized." How do we handle this? A: Under the Domestic Mail Man- A: Your question is understand- ual rules, a Marketing Mail (formerly able and common these days, though SEE FLIP SIDE 16 DMM 207.4.5 KNOWN OFFICE OF for Periodicals mailing privileges is the publication’s circulation records PUBLICATION authorized. are kept or can be available for USPS 4.5.2 Purpose: The known office of examination. 4.5.1 Location: The publisher of a publication must be a public office Periodicals publication must main- for transacting the business of the MAX HEATH, NNA Postal Committee, is a postal tain a known office of publication at publication during normal business consultant for Landmark Community Newspapers LLC the location where the original entry hours. It must also be the office where and NNA members. Email [email protected].

NNA Foundation D.C. fellowship is back!

BY LISA MCGRAW knowledge about the workings of responsible for travel costs including Public Affairs Manager | Michigan Press Association a presidential campaign. This is a flight and ground transportation, hotel unique opportunity for college jour- costs and the registration fee. The cost nalists. It is designed to foster civic of registration includes a metro card, We are pulling together the 2020 literacy and help early career journal- some meals and the closing dinner of NNAF Fellowship in D.C. The theme is ists understand how to develop factual the Summit. I estimate cost at between “Presidential Politics: a 20/20 View.” stories in the Nation’s Capital, where a $1,500-$2,000 when Michigan sends a This is an exciting opportunity for wide variety of viewpoints with their Fellow. We also provide some walking journalism students in your state. own “spin” on the news dominates around money for meals not included, The program in 2020 can accommo- national debate. etc. date between six and eight Fellows. The students will be assigned to pro- Deadline for reserving a spot is Jan- Fellows will need to have someone duce a story for a local audience that uary 30, 2020. You can register your from your state attending the Sum- demonstrates what they learn about Fellow here: mit who is willing to act as their host. presidential politics with an emphasis http://bit.ly/35zHi8u Unlike years past, we will ask that you on the upcoming (or ongoing) cycle. As a side note: If you have someone put the student up in the same hotel They will have a mentor to help guide in your state who might be interested you are staying. them through the process. The dates in mentoring a Fellow, please forward The plans for the Fellows are still for the 2020 Fellowship are March 18- their information to lisa@michigan- coming together, but we anticipate 20. press.org. that they will have access to some very If you are interested in sponsoring Any questions about the program interesting people who have insider a Fellow, please know that you are can be addressed to the email above. Sale of News-Gazette Media closed

CHAMPAIGN, Illinois — The sale 23,000-circulation daily News-Gazette ial success, Champaign-Urbana will of the News-Gazette and its relat- and three radio stations: WDWS, benefit from strong, innovative media ed broadcast operations in central WHMS and WKIO serving the Cham- leadership." Illinois has closed following approvals paign-Urbana, Danville and East CMG owns and operates community from the U.S. Bankruptcy Court and Central Illinois areas. The acquisition newspapers with digital websites in regulatory agencies. also included weekly newspapers, free The operations, owned by News-Ga- distribution shoppers and digital web- several Midwestern states including zette Media, were acquired by fam- sites located in Paxton, Gibson City, Illinois, Indiana and Iowa, as well as ily-owned Champaign Multi Media Rantoul, Piatt County and Vermilion papers in Michigan, Pennsylvania and Group LLC, an affiliate company of County. New York. Larry J. Perrotto is chair- Community Media Group (CMG) Champaign Multi Media Group man of CMG. headquartered in West Frankfort, named Paul Barrett executive vice News-Gazette Media filed voluntary Illinois. president and publisher of the media petitions for relief under Chapter 11 Dirks, Van Essen, Murray & April, operation. of the U.S. bankruptcy code in Au- a media merger and acquisition firm "Champaign-Urbana is the most ex- based in Santa Fe, New Mexico, rep- citing market in the state of Illinois," gust. The News-Gazette was founded resented News-Gazette Media in the Barrett said. "With a thriving busi- by David W. Stevick in 1919. News-Ga- transaction. ness community, first-class university zette Media had been owned by the The acquisition included the and an undercurrent of entrepreneur- Marajen Stevick Foundation. 17 The Perfect Tree

very year, for those of us who prefer real Christmas trees, the search is on for the perfect tree. It needs to be tall, but not Etoo tall. It needs to be full, but not too full, and it helps to have a flat spot on one side so it can fit up against the wall. And no matter what it looks like, it always smells like Christmas. However, the one quality that doesn’t make the list is fiber quali- ty, but when you’re picking out the perfect tree for newsprint making, that’s at the top of the list. When consider- PULP ing tree species for NONFICTION making newsprint, the next page bleeding through the forced the producer to begin cut- two fiber traits sheet. ting more pine in attempt to stay are of particular So where do we go to find this ahead of the damage the beetle is importance: fiber perfect long, bright-white fiber for causing. While the mill is replant- length and inher- our newsprint? In one word, North. ing with more beetle-resistant spe- ent brightness. Tree species that grow well in cies, their mix has shifted to more Fiber length northern climates, like spruce and like 50-50. determines how hemlock, tend to have longer fibers For newsprint mills in the south- strong the paper due to the slower growth in colder ern U.S., the primary source of TONY SMITHSON is, as well as how climates. fiber is southern pine. While the fi- smooth it is. Paper With that knowledge, why would ber is neither as long nor as bright with shorter fiber producers use anything but spruce as the northern alternative, it is tends to have a rougher surface and hemlock to make newsprint? plentiful throughout the southeast. and will break more easily in the As one newsprint technical repre- Many publishers don’t have a press. Smooth paper is a key factor sentative conceded, “Mother Na- lot of options for their newsprint in quality color printing; it’s com- ture has a big say in what we use purchases because of their loca- parable to painting the Mona Lisa for raw materials.” tion, but for those who do, having on a clean canvas as opposed to a Canadian newsprint producers knowledge of the fiber used in brick wall. have the advantage of access to their newsprint can have business Fiber length also dictates how millions of acres of black spruce, implications. many times the paper can be recy- Norway spruce, hemlock, and When the lowest possible cost and cled. Each time the paper is re- lodge-pole pine for their mills. highest availability are the main pulped, the fibers get shorter. However, this gift comes with some considerations — like for shoppers Inherent brightness is a mea- challenges, as well. or other non-subscriber publica- surement of the tions — paper made from south- natural color of ern pine might be the best choice. the fiber before CANADIAN NEWSPRINT PRODUCERS HAVE the However, paper made from north- it’s made into advantage of access to millions of acres of black spruce, ern species might be preferred for paper. All news- special sections, magazines and print is rated Norway spruce, hemlock, and lodge-pole pine for their other printing that will optimize on a brightness color reproduction. scale, with a mills. However, this gift comes with some challenges, as So, as you enjoy your perfect target of 56 to well. Christmas tree this year, be sure to 60. Fiber with raise your hot cocoa mug in salute an inherent to its hard-working cousins who brightness closer to 56 — a nice One western Canadian producer come together to make your news- white fiber — requires fewer chem- said that their ideal fiber mix is paper possible. icals to reach its target brightness. 60% black spruce and 40% lodge- This results in paper that is more pole pine, but once again, Mother TONY SMITHSON is the regional director of printing opaque, which means you can read Nature intervenes. The spread operations for Adams Publishing Group’s APG Printing it without seeing the images from of the pine beetle infestation has Solutions. 18 Utah Press Association joins all member newspapers as NNA members

PENSACOLA, Florida — After effective September 1. utive Director Brian Allfrey said. months of negotiation, Executive “The Utah Press Association “This opportunity enabled UPA to Director Lynne Lance is happy to has always respected the work provide valuable member bene- announce that all Utah Press Asso- of the NNA and is a big support- fits to each of our members while ciation members have joined NNA er of their mission,” UPA Exec- continuing to support the NNA. We look forward to a great partnership as UPA and NNA are aligned in their mission to protect newspapers and journalism.” UPA’s 44 member newspapers range in circulation from 300 to 50,000. The Salt Lake City Weekly leads the group with 50,000 subscribers, followed by the largest circulation daily, the Standard-Examiner in Ogden, Utah, with 48,000 subscrib- ers. Timpanogos Times in Pleasant Grove is the smallest circulation non-daily with 300 subscribers. “Welcome, new members in Utah! It was such a pleasure to meet some of you in Milwaukee this fall, and I look forward to meeting and talking with many more of you as we nav- igate this course together. If you need anything, I'm all ears.” Lance can be reached at 850-542- 7087 or [email protected]. 19 2020 NNA Better Newspaper Contest open for entries

KATE RICHARDSON | PUBLISHERS' AUXILIARY NNA members celebrate their wins from the 2019 Better Newspaper Editorial Contest and the Better Newspaper Advertising Contest.

PENSACOLA, Florida — The The Contest Committee added EDITORIAL National Newspaper Association’s several new categories (see below) Better Newspaper Editorial Contest and made slight changes to division Best Use of Social Media for and Better Newspaper Advertising breakdowns. New in 2020, the state Breaking News: Any social media Contest are now open for entries. with the most winners will receive post(s) that supports the telling of Newspapers may upload their sub- a special plaque. Please download or the impact of a single news story. missions now to use the contest site rules for division information and The post should be made within the as storage. Entries may be deleted full class requirements. first 24 hours after the story breaks. until deadline. Judges will consider speed at which The deadline for entries is 11:59 ADVERTISING the postings were made, updates, p.m. on April 20, 2020. Early con- overall coverage and supplemental test entries submitted by March 16, ● Best Restaurant Ad: Include information. 2020, will translate into a chance to up to three ads for a single restau- ● Best Use of a Double Truck: win one free registration to NNA’s rant advertiser. Criteria includes This category is designed to rec- Annual Convention & Trade Show basic idea, layout and originality. ognize the graphic design, layout in Jacksonville, Florida, October ● Best Real Estate Ad: Include and effective use of a double truck. 1-3, 2020, valued at over $400. Each up to three ads for a single real Judges will be looking for well-de- newspaper will earn one chance to estate advertiser. Criteria includes win, regardless of the number of basic idea, layout and originality. entries submitted. SEE FLIP SIDE

To enter the contest and view the rules: http://bit.ly/2D3XPFw 20

signed and compelling newspaper photography and produced in Flash, per entry. Judges will consider use pages. Soundslides or other web tools. of photographs and graphics, head- ● Best Reporting on Local ● “Rookie” Reporter of the lines and body types, organization Government: Any single article or Year: This award recognizes out- and overall appearance. series of articles relating to local standing entry-level reporters who Story/Series – Best Feature Sto- (city or county) government issues. have been employed by the newspa- ry is now divided into two classes: The story must be locally prepared per for 18 months or less as of Aug. ● Story/Series – Best Feature and must focus on a single subject. 31, 2018, and who have had no previ- Story – Profile: This award recog- ● Best Reader-Generated Cam- ous employment in the newspaper nizes excellence in feature writing paign: This award recognizes a industry. Entries shall include five that profiles a person or a group newspaper's ability to engage the examples of the reporter’s work, that is of interest to the communi- readership by soliciting for content. along with a letter specifying when ty. Criteria include effectiveness of Submit either single picture taken the reporter joined the paper and writing style, originality of ap- by a reader /community member what his or her responsibilities have proach and human interest. or a package of entries by multiple been during that time. ● Story/Series – Best Feature readers. Photos must have been ● Best Informational Graphic: Story – Non-Profile: This award submitted for publication to the Informational graphics may stand recognizes excellence in feature newspaper. This category applies alone or accompany a story. Entries writing. Entries shall consist of a to reader–submitted photos, not will be judged on originality and single feature article or article and freelancers. All freelancer (free and artistry of design, clarity and abil- sidebar(s), but they shall not in- paid) should submit under the regu- ity to help interpret or enhance the clude sports or personality profiles. lar categories. content of a story. Criteria include effectiveness of ● Best Online Album or Slide Best Front Page Design: Upload writing style, originality of ap- show: For slideshows utilizing still digital tearsheet of one front page proach and human interest.

Copyright Office publishes new filing deadline and formatting rules

BY TONDA RUSH any time. filing is required to give an owner Director, Public Policy | The Copyright Office in 2018 up- the benefits of ownership. But if an National Newspaper Association dated its group filing rules so that owner wishes to sue for infringe- weekly publications could partici- ment, it must first perfect its copy- WASHINGTON, D.C. — The Unit- pate. Previously, weeklies wishing right by registering with the fed- ed States Copyright Office has copyright protection were required eral Copyright Office. In the past, published its final rules requiring to file each issue and pay a fee with the three-month filing rule meant newspapers filing for copyright un- each application, while dailies could publishers who belatedly realized der group registration rules to file file several issues at once. The their work was being infringed were online. Paper applications will be copyright application now makes it unable to complete the filing re- accepted through Dec. 31, 2019. possible for weeklies to file groups quirement, so they were left with- The use of microfilm by newspa- of issues at once for a single fee. out the ability to sue for copyright pers when filing for copyright also National Newspaper Association infringement. is coming to an end. Only electronic worked with the Copyright Office, With the new registration and fil- copies will be accepted after Janu- housed at the Library of Congress, ing deadline rules, protecting own- ary 1. to expand the options for weekly ership of creative content will be The new rules relieve some pres- newspapers. easier for community newspapers. sure on newspapers. Applicants Under federal law, the right of are no longer required to make ownership begins the minute a TONDA RUSH is the director of public policy and their claim within three months of creative work — like a newspaper serves as general counsel to the National Newspaper publication. Now they may file at — becomes tangible. No copyright Association. Email her at [email protected] 21 Are community papers akin to a circus?

here are times when produc- ing a community paper can seem like being in a circus. One moment you are the Tacrobat balancing your way across a high wire, and the next, you’re the featured clown. I learned, while attending semi- nars in Massachusetts recently, that the small tent-and-arena circus and community papers have much in common. The revelation PAPER hit me during a DOLLARS panel discussion featuring four of the nation’s lead- ing small show cir- cus producers. You probably wouldn’t recognize any of their names, but the panel included PETER WAGNER former Ringling stars Jeanette Williams and Bello Nock. Both can trace their roots back to family owned European circuses. What immediately drew me into the discussion were the opening PROVIDED words of the first speaker: “The Peter Wagner (right) stands with Bello Nock, former Ringling star. circus is not dead,” he shouted passionately to the crowd. He went on to say that public perception was there was little or no interest in the agreed, but those who love the ten exhausted a family’s available circus now that Ringling Bros. and human desire for live performanc- entertainment budget for that kind Barnum & Bailey, often referred to es and work in the business “have of entertainment. The absence of as “the big one” had closed. an obligation to see that the circus Ringling in metro communities His statement echoed that of the survives.” promises greater audiences for similar uneducated “Newspapers And the same is true of the pub- shows playing smaller towns and are dead” cry we often see hurled lishing business. Our audience the rural areas. at our industry — a statement that might have changed, and a gener- In the same way, metro papers re- is often followed with examples of ation might even have seemingly ducing their number of publication huge metro papers closing or cut- turned in other directions for their days or areas of distribution opens ting back. limited news, but the majority of new opportunities for hometown Outside pressures and sin- people living in most local commu- publishers. gle-minded organizations are mak- nities still want and embrace their But here are the four key points ing major changes to the circus, the hometown paper. Like those individ- of the circus producer’s message. It producers agreed. Today’s audience uals struggling to maintain the cir- could be a survival treatise for all of doesn’t seem to want animals in cus, we who love the printed paper us in the publishing business. the circus, for example. But Cirque have an obligation to keep it going. 1. “We need to find new options for Du Soleil’s many productions with Making it in the circus world, the the circus,” one stated. “If we can’t their central storyline and human producers said, is simply a question attract a following with elephants performers are attracting huge of supply and demand. The closing and tigers, what should we feature?” crowds. of RB&BB can be seen as an oppor- 2. “We have to give consideration The performance program might tunity by some. That two-headed have changed, the producer’s giant, the red and blue units, of- CONTINUED ON FLIP SIDE 22

to packaging,” said another. “The content and coverage to provide the the publishers expect to hold on to theme, costuming, lighting, music information most important and their readership. and spectacle is as important as the interesting to our subscribers. That The same is true about adver- content.” means less canned news releases tising. We, as an industry, have 3. A third comment was, “We must and more original hard news cover- sometimes out-priced our value and return to what the circus once was.” age of the local government agen- expected more of our advertisers 4. “Attending a circus is still about cies, sports coverage, school news, than we should. In the current mul- adding quality to life,” shared an- business news and well-written timedia mix and growth of small other. pieces on local people and places. ad agencies, we must present our I sat there with my heart warm- Packaging, too, is a must if local story clearly and boldly, offering ing as I heard suggestions for the newspapers are going to survive easy-to-understand and use promo- revival of the circus that also apply and grow. The No. 1 reason readers tions at prices smaller advertisers to our publishing industry. give for preferring a printed paper can afford. Like the circus, we need to find over the internet is the convenient But the best statement I heard new editorial and revenue options. gathering together of material. at the circus seminar was the one Many local publishers are growing Subscribers can find the informa- about maintaining the “quality of their online and social platforms, tion they want — sports, social news life.” but those are not creating the finan- and council news — nicely edited The local newspaper is the sound- cial return possible from a well-sup- and interestingly presented in the ing board of the community, shar- ported newspaper. printed paper. More importantly, ing balanced ideas from all sides. To that end, we must revise our the pages are designed in a way that It is the community cheerleader draws the reader promoting growth, wise decisions into the material and family values. It is the watch- with many re-en- dog, making sure those in authority try points that live up to the standards expected keep the reader of elected officials. It should have interested. With a passion for assuring a “quality of the internet, it is life” for all the people it serves. sometimes neces- What is true about the status of sary to search for the circus and the community paper the information is equally true about many small, desired, and there meaningful enterprises in our city. is often a question Many are facing the same threats of credibility. from the big investors working the Plus, like the internet. circus, we must Perhaps some future loss from not find ways to re- being able to obtain goods and ser- turn to what the vices locally will be reversed in the local paper once days to come. If so, it will probably was. The commu- be through the new local partner- nity paper was ships and local community market- the first social ing ideas. media with tidbits But, to me, there will always be a of who had Sun- need for the community paper. Too day dinner with often I have seen when a community friends or rela- loses its newspaper, everything else tives and who was eventually seems to disappear. visiting in town. We, who care about our industry, The hometown need to reinvent how the world sees paper has always and uses the newspaper. been the only source of detailed PETER W. WAGNER is founder and publisher of the information re- award-winning N’West Iowa REVIEW and 13 additional garding the local publications. The free monthly GET REAL newsletter is school, sports written exclusively for state and national press asso- ciations and distributed by them to their members. To team, church get Wagner’s free PAPER DOLLARS email newsletter activities and for publishers, editors and sales managers may email local government him at [email protected]. The two monthly issues. Communi- email newsletters contain information completely ty papers have to different than found in Wagner’s monthly Publish- truly dig into all ers’ Auxiliary column. Wagner can be contacted by that is “local” if emailing [email protected] or calling his cell at 712-348-3550. 23 OBITS Margaret Kincaid Look

Margaret K. Look, affec- for a young journalist just starting She is survived by her two children, tionately known to her fam- out in the newspaper business. She Peter G.K. Bentley of Jamestown, ily as “Meema,” died Oct. 21, was so wise ... a great storyteller, a New York, and Anna Bentley Dawson 2019, in Billings, Montana, gifted writer, a no-nonsense report- (John B. Dawson) of Venice, Florida; at the age of 103. er, and a warm and caring colleague. three grandchildren, John Bilton Margaret was born Aug. She had a wry sense of humor, too, Dawson, Jr. (Chip) of Nye, Montana, 5, 1916, in Bristol, Virginia, which endeared her to her many Amy Dawson Stover (David) of Pepper to Samuel C. Kincaid Jr. Look friends.” Pike, Ohio, and Sara Dawson Gregory and Anna Margaret Baron. Beryl Churchill, a National News- (Michael Jr.) of Saratoga Springs, New She grew up in Pittsburgh, paper Association award winner for York. She was a proud great-grand- Pennsylvania. She graduated from the the “Looking at Agriculture” month- mother of 10: John Bilton Dawson III Ellis School in Pittsburgh and later ly special section which she edited (Trey), Madeline Margaret Dawson, from Cornell University in 1936, where for the Powell Tribune, was both a Owen Kincaid Dawson, Bentley Daw- she was a member of the crew team. co-worker and close friend. son Stover, Samuel Cholley Stover, Margaret resided for many years “Margaret could paint a picture with Jackson Donald Stover, Michael in Chautauqua County, New York, words bringing the reader into the William Gregory III, Margaret Grace where she worked at the Jamestown moment. She was a stickler for correct Gregory, Mark Walker Gregory and Post Journal as news editor. After she grammar and proper punctuation. I John Dawson Gregory. retired, she was a regular contributor remember her dismay when she read She was preceded in death by her to the Post Journal with her biweekly someone had ‘gone missing,’” Beryl husband, W. Travis Look; her parents; column, “Stop, Look and Listen.” recalled. “Why didn’t they just say he her half-brother, Samuel Kincaid III In 1963, she married Travis Look. In was missing?” she would growl. “She and her half-sister, Mary Bert Kincaid 1976, they moved to Powell, where she was my mentor, but most of all, my Mangis. Her half-sister, Jean Kincaid continued her newspaper career as a delightful friend for nearly 30 years.” Hepper, resides in Georgia. reporter and columnist for the Powell Upon the death of her husband, A celebration of life for Margaret Tribune, a period of years spanning Margaret became a full-time resident will be held in Jamestown, New York, the late 1970s into the 1980s. in Nye, Montana, where she was very at the convenience of her family. Former Powell Tribune colleagues active in the Stillwater Valley com- Memorials may be made to the Nye remember her warmly. munity. Nye was her favorite place on Community Foundation, P.O. Box 528, Steve Prosinski, who went on to earth, and she loved to have visitors Nye, MT 59061; the Nye Volunteer become editor of the Billings Gazette, so she could show off her little slice of Fire Department or a charity of your was a University of Wyoming gradu- paradise. choice. ate fresh out of college when he came Margaret loved to travel and spend Smith Funeral Chapels Inc. of Bill- to the Powell Tribune. time with her family and great-grand- ings is handling arrangements. “Margaret set a wonderful example children.

Mary Catherine ‘Cathy’ Gilbert

MANNING, South Carolina – a former editor for The brothers, Nathan Gilbert (Rene) Mary Catherine “Cathy” Gilbert, 61, Manning Times and and Andrew Gilbert (Jane), both of died Wednesday, October 16, 2019, The Clarendon Citizen. Florida; and her dear friend, Patti at Springdale Healthcare Center in She was a member of Johnston (Harry) of Manning. A Camden. Manning United Meth- memorial service was held October Born October 15, 1958, in Char- odist Church. 21, 2019, in the chapel of Stephens lotte, North Carolina, she was a She is survived by Funeral Home with the Rev. Dr. daughter of Homer Gilbert and the her father of New Gilbert Phillip Reynolds officiating. late Sybil McCall Gilbert. She was Braunfels, Texas; two 24 OBITS Alice Katherine ‘Kay’ Potter

Alice Kath- of Nursing in Baltimore, erine (Kay) Maryland. Potter, 100, Mr. and Mrs. Potter passed away moved to Naples, Florida Although local newspapers are shrinking peacefully at in 1981. In Naples, Kay home on Oct. was a founder and pres- nationwide, they remain a vital provider 16. ident of the Mangrove of original, important information to Potter and Action Group and a col- U.S. communities, per a recent study by her hus- Potter umnist for the Pelican Bay band, Walter Post. She was named the the DeWitt Wallace Center for Media & Brown Pot- first Pelican Bay Person Democracy at Duke University. Among the ter, formerly owned and of the Year. operated Virginia papers Kay is survived by two study's findings: including the Culpeper sons, Walter Brown Potter Star-Exponent, the In- Jr. of Falls Church, Vir- • In a study of over 16,000 stories provided dependent-Messenger in ginia, and Robert Mclean Emporia, the Richlands Potter of Raleigh, North by 663 local media outlets, local News-Press, the Tazewell Carolina; a sister, Vivian newspapers produced 50% of original News and the Saltville Herman of West Hartford, Progress. Connecticut; two grand- news stories despite accounting for only During her time in children, Page Potter of 25% of the sample. Culpeper, Kay was elect- Charlottesville, Virgin- ed to the town council, ia, and Christina Potter, headed multiple civic Baltimore, Maryland; a • Further, local newspapers provided 60% organizations such as nephew, Terence Herman of the local news stories in the sample. the Red Cross, worked of Edmond, Oklahoma; a as an award-winning niece, Dawn Herman of reporter for the family's Norfolk, Massachusetts; • Radio station broadcasts were the most paper, raised two boys and two great nieces, Erica common media outlet in the sample, supported her husband. Saunders of Tucson, Ari- Statewide, she was active zona, and Daniela Herman yet they evaluated the weakest due in Virginia Press Women of Edmond, Okla.; a great to content not meeting the criteria: and supported the Virgin- nephew, Kyle Herman of ia Museum of Fine Arts. Austin, Texas; and five information is original, local and Born in Louisville, great-great-nephews. addresses critical information needs. Kentucky, in 1919, the Kay will be buried in former Kay Hudson grew Arlington National Ceme- up in Nashville, Tennes- tery next to her husband. see, where she graduated Funeral arrangements are Hume-Fogg High School pending. in 1935 and attended the In lieu of flowers or George Peabody College gifts, the family prefers for Teachers. Later, she donations be made to SUPPORT YOUR worked in Washington, the School of Nursing at D.C., where she met Mr. Johns Hopkins University. Potter. After they were The School may be con- LOCAL PAPER! married in 1942, Walter tacted by phone at (410) left for service in World 955-4284 or on its website War II while Kay studied (http://www.nursing.jhu. at Johns Hopkins School edu). 25 FORUM Community newspaper still most trusted source of info

Reprinted from the Wednesday, Oct. 16, 2019, The truth is, a lot of people would Tenacity is the key to longevity,­ edition of The Wickenburg (Arizona) Sun like to think newspapers are dead and we are a tena­cious bunch. Come — especially criticized­ are papers in storms, fires or high water, we con- metropolitan­ areas and those with tinue to put out a paper every week — Are you winning?” the elderly national readership. Politicians are week after week, month after month, man asked, his casino player's weary of reporters sitting in hearings­ year after year. membership­ card dangling where no other member­ of the public Why is that? “around his neck. exists. Curiously, sometimes lawmak- First, what the public sees or imag- “No,” I replied, hitting the button ers do things like enact policy to hurt ines to be true — newspapers are marked L. “I'm in town for work.” I newspapers,­ such as new taxes on the “all” owned by media giants — really half laughed, knowing how much I products we require in order to bring doesn't hold true throughout the com- don't like to gamble. you the news (newsprint, petroleum munity newspaper level. A surprising “What kind of work?” he asked as or ink for instance), or they make number of papers in smaller towns the elevator lights dinged, while we changes to the postal regulations. are owned and operated by families dropped through the floors of the Some legislators and local govern- or family owned companies. We are hotel toward the ments in every state continue to rally invested in our communities. WRITING THE casino. against the standard requirement to Second, people still believe commu- RANGE “Newspaper,” I run public notices, such as budgets­ nity newspapers are the best source said. and new ordinances, in print. When of reliable information. A recent poll He looked at me those notices go away, it hurts our conducted by Susquehanna Poll- like he'd seen a bottom­ line, and it also takes away ing and Research for the National ghost “Newspapers traditional government transparen- Newspaper Association revealed that are dead ... Aren't cy. Some lawmak­ers threaten to take while the pub­lic is wary of media in they?” away the public's right to attend some general,­ when it comes time to make This was one of meetings involving public money informed decisions (such as for whom several elevator and business. Without saying much to vote) community newspapers are JEANNE HANKINS conversations I've about it, newspaper publish­ers and at the top of the list. Social media is had over the past associations have been pushing back at the bottom of the list, with radio, three weeks. I against these threats on the state and television and mailings falling in the admit to baiting people into conver- national level. Just last year, the NNA middle ground. sation, just to see what their reaction­ was successful­ in fighting a newsprint Third, the fact that social media is would be if they found out my line tariff that would have crippled­ the hardly registering on the scale shines of work — sort of an informal poll. industry, especially smaller opera- a light on some changes in the wind. I've been on the road to Chandler for tions. And we've been fighting for the For close to a decade, we’ve watched the Arizona Newspaper Association public's right to know and will contin- and wondered how much of a last- convention, then to Milwaukee for ue to do so, all over the nation. ing impact the internet and social the National Newspaper Association At the same time, many newspa- media would have on the newspa­per convention, and then to Bullhead City pers have been fighting­ to stay afloat. industry. It appears the honeymoon for the Brehm Communications Inc. We’ve all had to restructure our is over between Americans and their annual meeting. (BCI is the parent operations.­ It has been frightening­ electronic­ devices. While we do rely company of The Wickenburg Sun.) to watch the giants fall around us, on them, we are tired of them and the In my travels, I've had time to focus but across the country, community daily demands they put on us. on what exactly newspapers do and newspa­pers are still rolling along. how long we will keep doing it And they will continue to do so. CONTINUED ON FLIP SIDE 26

It's been interesting to watch our list items such as a car or fur­niture, they every day, all across America. of subscribers to The Sun slowly but trust the paper. The printed word. Thank you for reading. You're the steadily­ increase over the past year Community newspapers are not reason we are still here, cranking out — and most want the printed version. dead, and we are not dying. We are the printed word (and you can view it Advertisers who went away to try not gambling on the future. We are online too, if that's your thing). their luck with websites and other working­ every day to ensure our See you next week. methods are coming back to print future and protect yours. We are con- simply because when people plan tinuing to do good work to defend the JEANNE HANKINS is the publisher of The Wicken- to make a decision,­ such as voting, public's right to know and bring you burg (Arizona) Sun and an at-large member of the applying­ for a job, or buying large reliable news you can actual­ly trust, NNA Board of Directors.

Pub Aux Photo Contest

RICH HARDING | THE VILLAGE REPORTER, MONTPELIER, OHIO

The contest is open to any photographer employed by or freelancing for an NNA member newspaper. A photographer may submit one photo per category, per contest. There is no cost to enter. • Photos must be from within a year of the close of the contest (Dec. 13, 2018 through Dec. 13, 2019). • Submit a TIFF or JPEG. • Each entry must have the name of the photographer, newspaper name (including city and state), date of publication and cutline information. • Indicate the category the photo will compete in: News, Features or Sports. Deadline for the next contest is December 13, 2019. The winners will appear in the January 2020 issue. By entering, you agree that Publishers’ Auxiliary has the right to publish the photo(s). Email entries to [email protected]. 27 FOCUS Digital / Driving Traffic Lee Enterprises and TownNews partner with Google News Initiative to develop paywall technology

BY CHARLES ARMS frequency of use, the dynamic meter is a huge step forward Corporate Communications Manager | Lee Enterprises type of content viewed because it is a means to support both and the location of the revenue streams.” user, we can better serve Jason Washing, managing director In a rapidly expanding digital our readers and reach of news partnerships at Google, noted universe, maximizing the value of our audience goals. that the development of a dynamic unique content presents a great “Google and Town- paywall will impact not only Lee, but challenge. For years, publishers News are the leading Ward the media industry as a whole. have struggled to balance the need to technology providers for "Today, publishers have access to maintain and grow their online news our industry,” he said. extensive data, but making sense audiences with the desire to assign “And Google Machine of the numbers and putting those fair value to their exclusive local Learning, coupled with insights to work can be a challenge,” content through the use of a paywall. TownNews’ robust tech- Washing said. “We're thrilled to use Lee Enterprises — a media company nology platform, is ide- Google's machine learning technolo- that operates digital and print publi- ally suited to turn data gy to help Lee and TownNews develop cations in 50 U.S. markets in 20 states we’re already gathering a dynamic paywall, which will pro- — is taking a new approach to pay- into action.” vide a tailored experience for readers walls, and they are partnering with According to Green, Green and the right meter strategy for Lee's Google to develop the technology. the amount of content business. Once complete, this tech- Lee recently announced that Town- a user consumes before nology and associated best practices News, a Lee subsidiary that provides being encouraged to subscribe would will be openly shared to expand the content management and other vary based on the user’s previous ac- impact." technology platforms to more than tions and a model developed by Goo- The partnership with Lee is one of 2,000 media organizations, will team gle ML, Lee and TownNews. Those many fostered by the Google News with the Google News Initiative to readers who are deemed more likely Initiative. Google has invested $300 integrate machine learning into its to subscribe would receive fewer con- million in the news industry over paywall technology. This dynamic tent views, while those with a lower three years and works with thou- paywall will allow media sites to re- probability might be served a larger sands of news organizations to sup- spond differently to visitors based on amount of content to sample. port quality independent journalism, past behavior. “The great benefit of metering the financial sustainability of local news “We know that users engage with use of our sites is that it supports media, and the development of new local news in a variety of ways across the high value of our unique local technologies that drive innovation. our sites,” said Lee’s vice president content and drives digital subscrip- This technology will allow media of digital, James Green. “Some visit tions,” Green added. “But, it does sites to tailor experiences to individ- daily, while others visit much less create challenges in that it limits our uals while still meeting the needs of frequently. By applying artificial opportunity to serve advertising to intelligence to information such as our users. We believe that a smart, CONTINUED ON FLIP SIDE 28

advertisers, said Mark Bullard, direc- capture appropriate yields on the ad Ward said. “As the leading provider tor of digital business development side.” of content management systems for for Lee. Brad Ward, chief executive officer local media, our ability to leverage “With much emphasis on driving of TownNews, said the development the expertise of Lee and Google will digital subscriptions, it’s important of technology to help grow subscrib- allow TownNews to rapidly enhance for us to continue to address the ers is vital to the future success of the our paywall technology with innova- needs of advertisers and allow them industry. tive features that grow revenue for to connect with our vast audiences “Streamlining the process of con- all of our customers, and move the across our platforms. Our work with verting browsers to subscribers is a industry forward.” Google on this project will improve crucial piece of the revenue puzzle for The company plans to begin testing that connection and continue to many of our local media partners,” the program in December. 29 It’s time to get personal with consumers or get lost

BY JIM BRADY money by selling massive audiences to keep it alive. Reynolds Journalism Institute advertisers, and that revenue went to Most news organizations can’t pass support newsrooms. But the truth is the first test. Yes, local news sites often we were in the distribution business. cover stories no one else does, but they or decades now, journalism has While that business model — like are usually not indispensable. Local had a tradition of being largely the old man in Monty Python and The television, for example, tends to focus disconnected from its audience. Holy Grail — isn’t quite dead yet, it’s on extraordinary events (murders, In pursuit of objective truth approaching its end. shootings, fires, etc.). That worked Fand fearful of accusations of favoring Most consumers will be unlikely when the web was driven by page one side over another, we eschewed to pay for something emotionally views and advertising. But as we move everything but the impersonal, insti- inaccessible. There is a limit to how toward a loyalty model where con- tutional voice. many publications a consumer will be sumers foot the bill, local TV sites will And we didn’t talk much to the peo- willing to pay for, and if you want to need to shift from the extraordinary to ple we ostensibly served. be one of them, you’ll need to: the ordinary. That disembodied-voice strategy ● Give people content so indispens- The modern consumer demands only worked — at least financially — able they cannot live without it, or for one reason: Journalism wasn’t ● Make them feel connected to some- CONTINUED ON FLIP SIDE paying most of the tab. We made thing so deeply that they want help 30

utility over ubiquity. They don’t care about the car crash du jour; they want to know where to point their cars to find a good burger. They care about the radar maps of an approaching hurricane, but they also want to know where they can buy sandbags. They are concerned about the lead problem in their schools, but they really want to know whether there’s lead at their kid’s school. In my last column, I listed seven ways to better connect with readers. Here, I want to provide some real-life examples. One caveat: Engaging with readers only matters if you create value for everyone. Comment threads populated by trolls and ignored by newsrooms help no one. Neither does asking consumers to contribute photos that go into a black hole. Those actually work against the goal of building loyalty. To take full advantage of what con- sumers can bring to the table, we need to do five things: Talk to them Listen to them This is also a relatively easy lift for fairs and ghost tours — not a single Meet with them the willing. Listening simply means event in a hotel ballroom with a rub- Delight them observing what your audience is ber chicken dinner. The events were Partner with them talking about and finding stories in designed to allow for as much socializ- those discussions. Just this week, ing as possible so that our readers met TALK TO THEM the Cronkite School at Arizona State not only our staffs but other readers. University published a piece on how These events were inexpensive to hold This is the simplest to put into newsrooms can best use Reddit. When but invaluable in building loyalty. action, and it requires nothing but we launched Billy Penn in 2013, we adding a personal tone into your work. kept a close eye on Reddit’s Phila- DELIGHT THEM Here’s a simple example: On Sept. 1, delphia page, and it’s there we found a slew of new laws went into effect in posts that led to stories about dump- I’ve always felt one of legacy jour- Texas. ABC13 in Houston went with ster pools and jimmies art. nalism’s failings has been its inability the headline, “New Texas laws going Listening simply means using Red- to effectively mirror the natural range into effect on Sept. 1 include beer-to- dit, Facebook and Twitter as devices of human emotion. We’re good at go.” Accurate. But look at what the for learning rather than broadcasting. delivering outrage, sadness and anger. Texas Tribune went with: “820 new There are stories on those platforms But we’ve never been particularly Texas laws go into effect in September. waiting to be told. Find them before good at delivering laughter or tears of Here are some that might affect you.” someone else does. joy — or even a little civic pride. The use of the word “you” makes This doesn’t mean taking sides in a huge difference, and the headline MEET WITH THEM politics or on sensitive local issues. makes clear that the Tribune staff What it means is reminding people curated this list with the consumer in If you’re serious about deepening whenever possible that you are their mind. the relationship with your readers, neighbors. I do some consulting work Digital startups have been taking nothing beats meeting them in person. for Graham Media Group and con- advantage of this opportunity for When I was still running Billy Penn, stantly make this point. So when I saw years. Legacy brands need to start do- The Incline and Denverite, we knew that WDIV in Detroit — a Graham ing more of this — and soon. An easy one of the two most dependable pre- property — tweeted this, I was proud. way to start is finding 2-3 stories a day cursors for people to become members “There’s nothing wrong with taking where you can insert the words “you” was attending an event. (The other shots at Ohio when you’re in Mich- or “we” or “us.” It’s the first step in was signing up for our daily newslet- igan. First, no one takes it that seri- becoming less formal. ters.) ously. Second, it’s a wonderful way to The key, of course, is to not have bor- LISTEN TO THEM ing events. At Spirited Media, we did beer tastings, trivia nights, volunteer SEE CONNECT, PAGE 31 31 CONNECT: The modern consumer demands utility over ubiquity

FROM PAGE 30 abandoned the Express. That’s why it our business and our journalism is was closing. This headline instead in- aligned. Loyal, committed consumers build a following by taking the only sulted its remaining loyal readers. In- are at the core of both. We don’t have side you can take in that dispute: that stead, the appropriate final front page time to screw this one up. But to avoid of the home team.” should have simply said, “THANK it, we’re going to have to change our It’s funny, it’s parochial and it works, YOU” to those who had stuck with the stinkin’ attitudes. all without chipping away at the jour- Express. The fact this final headline nalistic reputation of the site. was celebrated by so many other jour- JIM BRADY is CEO of Spirited Media, which operated nalists was, to me, a sign that we still local news sites, including Billy Penn, before selling PARTNER WITH THEM don’t understand how to succeed in a them. Previously, he held posts at the Washington consumer-driven world. Post, Digital First Media and AOL. Consumers also have things to offer So let’s be better than that. For the you if you’re willing to engage. And first time in decades, the health of some companies have found they can monetize that engagement. Advance is experimenting with a product called Subtext, where consumers become part of a group text around topics of interest. Those who pay $3.99/month also have the opportunity to ask ques- tions or suggest ideas to reporters. Many news organizations use Hearken to solicit reader questions that smart newsrooms use as a tip sheet. In fact, many of the subjects we tackled as part of our Peculiar Pittsburgh series at The Incline came from Hearken. Also, why not solicit consumer photos for your site or in your email newsletters? Ask readers to use an Instagram hashtag of your choosing, and then grab the best ones and use with credit. Those who submit photos will likely check to see if you used theirs, and if you did, they’ll surely share that with others. None of these changes require massive technology builds. But they require something even more rare in legacy newsrooms: a willingness to rethink how we do everything we do. Because our instincts when dealing with readers are often poor. Here’s a good example: Last month, The Express, The Washington Post’s commuter newspaper, got a lot of vir- tual back pats on social media for the cover of its final edition before closing. Yes, it’s clever. And, yes, it doesn’t really matter since The Express was shutting down anyway. But this front page completely missed the point: The Express’ remaining audience wasn’t the people who preferred their stinkin’ phones; those people had already 32 ALUMNI Metro offers shortcuts SPONSORSHIP PROGRAM to help newspapers increase digital traffic Thank you to Max Heath for sponsoring our newest student newspaper member, The Campus Times of Campbellsville BY DARRELL DAVIS traffic and expand online revenue. Vice President of Creative Services | Metro Creative Graphics (Kentucky) University! Stan McKinney, lead professor of mass EVENT CALENDARS (SIMPLIFIED!) Looking for new ways to drive communication and associate audience and advertiser engagement Making your publication the epicen- professor of journalism, can be online? Here are a few ideas — and ter of local events is a surefire way to reached at time-saving shortcuts — your pub- attract more readers to your website. 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For more • The East Carolinian way to expand this appeal, as well as information, email partners@evvnt. • Georgia Southern University: ad revenue when offering print and com. The George-Anne online package rates. Pressed for • Hatchet Inc time, tech expertise, resources or even • Independent Florida Alligator CONTESTS ideas? Media partner Metro Creative • The Southwestern College Sun Graphics offers 36 customizable, Conducting your contests online — • University of Alabama: The mobile-responsive themed e-section and cross-promoting them in print Crimson White websites that are ready to sell and — is another effective way to drive • University of Central Missouri: present live on your site, no “techxper- readers to your website. Muleskinner tise” needed. Online voting components can help • University of Illinois at you learn more about your audience Springfield: The Journal and their preferences while actively • University of Utah: Daily Utah ONLINE BUSINESS DIRECTORIES engaging them. 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If you Visit http://bit.ly/2n2sONq to Metro Creative Graphics also offers are interested in learning more about sponsor a journalism program or 36 ready-to-present-and-sell, mo- any of the Metro shortcuts featured email Lynne Lance at bile-responsive online directories. Like here, or would like to preview Metro’s [email protected] with questions. themed e-section websites, these direc- print, web and mobile spec ad content tories are designed to target strategic or sales ideas, just call 800-223-1600 or audiences, build SEO, increase website email [email protected]. 33 ‘Unsung Heroes’ helped Galena promote community volunteerism

olunteers benefit communities assistant license when she was 16. the community and the times the immeasurably. • A 30-year-veteran emergency club meets. The local arts organiza- They fight fires. They help medical technician who’s also in- tion had a full-page ad with photos the less fortunate. They volved in the League of Women Vot- showing their volunteers in action. Vmake history come to life. ers and Relay for Life committees. • Offered simple “Thank you” They free passengers from over- Our communities were rich in messages. Galena’s Piggly Wiggly turned cars. They help people at the volunteers. What made the stories featured photos of other organi- worst moment of their lives. pop: Each feature included com- zations in their ad, including the Volunteers make ments from other leaders, speaking Veterans of Foreign Wars and the ON THE communities great on exactly what the featured person Elks Club. RECORD places to work, brings to the community. Businesses unwilling to run a live and raise a We had seven volunteers, all display ad were willing to run their family. Our special providing excellent fodder for some logos on a signature page. section, “Unsung great stories. Heroes: A Salute UNIQUE KEEPSAKE EDITION to our Volunteers,” SELLING TO ADVERTISERS celebrated the The section was 28 pages. Our ad work of volun- This section included a major department met its goal of selling teerism and the sponsor. The local electric co-op, JAY DICKERSON spirit of commu- which includes several volunteers CONTINUED ON FLIP SIDE nity. Published in among its leadership and staff, was our Nov. 6, 2019, happy to provide issue, the special section was maga- major sponsorship zine-sized. with premium ad We implemented several of our placement. The Unsung best-practices to develop stories, co-op received a sell the section to advertisers and presence on the publish a unique keepsake edition. magazine’s cover, a Heroes full-page ad on the

A Salute to Our Volunteers Getting the job done DEVELOPING STORIES second page, the back cover, and a Since our newspaper covers full-page ad on the several smaller communities, we second-to-last page. brainstormed internally to find Businesses were volunteers from different commu- quick to support nities who’d make engaging feature the section. Adver- stories for the publication. Among tisers: On a mission the people featured: • Congratulated • A retired husband and wife duo volunteers. The who participate in community the- historical society, ater and living history events. sheriff and various • A man in his 20s who works for city councils had Improving things Improving around everyone for Coming through in the clutch Helping the county emergency dispatch of- ads sharing their Raising awareness fice and yet still volunteers for the appreciation for Saving lives Building new those in local fire department. volunteers. Community-minded relationships need • A city alderman who’s served for • Used the section more than 45 years and still takes to promote their Sponsored by Special section in the Nov. 6 leadership roles in the American own mission. The The Legion and local Lions Club. Kiwanis Club had Galena Gazette • A first-responder in her 20s. She a quarter-page ad, completed her certified nursing listing its role in 34

14 pages; once we did, we moved on to the next project. Each of the With deepest appreciation for feature stories took up a two-page all Here’s to our the volunteers spread. who truly Volunteers! The section was published in our make us a community. We couldn’t do it without you! Nov. 6 edition. We also published additional copies and have since The citizens of East Dubuque congratulate distributed to doctor’s and dental Randy Degenhardt on his years of Proud of Galena’s volunteers! service and thank Randy and all of our 401 S. MAIN ST., GALENA, IL volunteers who do so much to make East Dubuque East of 19G43-City offices. The cover was printed on 815-777-6500 Dubuque a fantastic community. ColdwellBankerNetworkRealty.com glossy paper — our sponsor got its NETWORK REALTY In the last year alone, we received Galena’s over 6,700 hours greatest of in-kind volunteer service

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com com com com com com com com com com com com com laser therapy! com corporate members and donors for all you have contributed toward a special section that celebrated the our growth and success. work of volunteers in our commu- Micah Ransom, 20, makes big impactvisional by Brandon Behlke emer- nities. [email protected] gency We’d love to have YOU as part of our community of volunteers. So can you!ELIZABETH–Some Subscribe. think that volunteering medical is something that has been lost in the next gen- respond- eration of young adults, that generation seems er (EMR) Call 779-214-0261 or email Call unwilling815-777-0019. to take the time to give back to their license. Ran- Tell ‘emcommunities U.S. Grant because of too sent many other you. com- som took the [email protected] mitments. class, paid 815-776-7610 • 310 N Main St., Suite 1, Galena Micah Ransom, Elizabeth, proves those for with the The Galena Gazette, Wednesday, November 6, 2019 19C JAY DICKERSON is the advertising manager of The The Galena Gazette, Wednesday, November 6, 2019 people 15C wrong. help of Eliza- “I have just always loved public service and beth EMS, and getting involved in the community,” said Ransom. passed. At 20, Ransom has already been an integral He was a pro- Galena Gazette. He’s also the president of the local part of Elizabeth as well as the law enforcement visional EMR community throughout Jo Daviess County. and was able to look into in the future is He began his volunteering because of an go on calls and get becoming a law enforcement officer. interest he had when he was young watching some experience. The reason for being placed on Galena’s ros- Kiwanis Club. [email protected] ambulances and fire trucks leaving the station.- In 2017, his senior year, for the first couple ter is due to a recent employment opportunity “Ever since I was little, I wanted to be a po months on Tuesdays and Thursdays from 6-10 that came his way, as a dispatcher for Jo Daviess lice officer,” said Ransom. “When I was little, I p.m., Ransom drove to Highland Community County. remember hearing the siren and running down College to take courses to get his EMT license. “A lot of things came out of being a cadet with to the fire station and watch the trucks pull out. “Elizabeth Ambulance has a program where if Elizabeth Fire, and that was one of them,” said That is how I first got introduced into it. you give time to them, they will help pay for the Ransom. “Fire and EMS, we rely on dispatch. “Anything emergency services related I was courses needed to be qualified,” said Ransom. They are the ones that send us calls and informa- always all about, so growing up you are so eager The state requires a diploma before taking a tion so we can do our job, so when I started with and the fire department was just the first thing state test, so as soon as he graduated, Ransom the fire and EMS, that was the first time I talked that I was able to participate and learn in.” passed the test and became an official EMT. He to dispatch. I always thought dispatch was cool.” Ransom, at 15 in 2014, started with the Cadet has been an EMT with Elizabeth ever since. Ransom began by completing “sit-ins” with program with Elizabeth Fire. The Cadet program “The best part about being an EMT is going dispatchers. He thought it would be something is a junior explorer program that introduces out knowing that you are able to save someone interesting to do to continue to learn about law interested youth to the concepts and programs or make someone’s situation a lot better,” said enforcement. In March 2017, his senior year, that the fire department offers. Before the cadet Ransom. “We have a variety of different calls.” Ransom was hired part-time as a dispatcher. In program, the fire department let Ransom come “I have been out in public and people have July 2018, went full-time. to trainings because of his love of public service. come up to me to thank me for transporting “I enjoy calls where I can help someone,” When Ransom turned 16, he began helping their loved one and comment on how nice we said Ransom. “Sometimes it’s just someone out with the ambulance service as well. The in- were to them. Stuff like that makes your day,” needing somebody to lend an ear to get them volvement with the ambulance began because of said Ransom. through their situation. I really enjoy the job. his experience with the fire department. He is still a member of Elizabeth Fire and is I enjoy helping other people and this is a great He was able to experience some ride-alongs also on Galena’s EMT roster as well, beginning- way to do that.” with the Elizabeth EMS. in February. Ransom still attends Highland Com When there are calls in the Galena Territory, “I always liked EMS and the medical side of munity College for general studies and is unsure and if they are short, Ransom helps out if an things,” said Ransom. “I try to go where I am of what the future holds after he receives his extra person is needed. Also, he is nearby if he needed most.” - associate’s degree. One role that Ransom might In Illinois, at 16, individuals can get a pro 4C The Galena Gazette, Wednesday, November 6, 2019 35 Meet them where they are

im manages an ad things. He just wanted to your guideline and you’ll be programs for thousands of newspaper sales team. “When I see how the car drove and on the right road. advertising professionals. Many ad de- started my career in learn the relevant differenc- © John Foust 2019. All partments are using his training videos the newspaper busi- es between his old car and rights reserved. to save time and get quick results from Tness, I quickly learned that the new one. His patience in-house training. Email John at john@ advertisers can be worlds with the barrage of com- JOHN FOUST has conducted training johnfoust.com. apart in their knowledge of ments like “look at this oth- marketing,” he said. “That’s er cool feature” was a clear why one of my favorite sign that he liked the car. sales In spite of the salesper- Need Greater Profit? principles son’s single-minded focus, AD Not Hitting Your Budget? is the old my wife’s dad decided it Increase your revenues and reduce your expenses. LIBS™ slogan, was the right car for him. ‘Meet When the transaction was Print programs for all departments them over, he mentioned that where the salesperson was nice, Print & Deliver Fliers Circulation Rack Cards they are.’ but extremely confusing. Direct Mail “This The next day, he accepted means we my offer of a simple tuto- Everything but your newspaper! have to rial. I sat in the car with recognize him, placed my hand over Contact Jeff Ferrazzano to get the best prices JOHN FOUST www.ultimateprintsource.com - (909) 947-5292 ext. 320 that our the dashboard display and [email protected] prospects said, “The first thing we’re have different levels of going to do is forget about experience. Most of them all of this.” He said, “That’s don’t have our knowledge a good start.” Then we re- of the intricacies of news- viewed and practiced some papers. If we don’t talk to basics until he was comfort- them on their level, they able. When we finished, he will tune us out. And most said he was more confident of them are too polite to tell and even more excited us we’re doing a poor job of about the car. explaining things.” Age and experience make Tim's comments remind a big difference. That car me of the time my wife and salesperson should have I helped her father select known that a person of my a car. He loved his 14-year- father-in-law’s age wouldn’t old car but it was time for care about fancy technol- a replacement, because ogy. But he was so blinded expensive things were be- by his own interest that he ginning to go wrong with it. couldn’t see things from an- At the dealership, we found other person’s perspective. a nice used car with only 12 “It’s all a matter of com- thousand miles — a much mon sense,” Tim said. “If newer version of his old a prospect is a numbers Bob Berting’s New ebook model. Our salesperson was person, we should talk in for the newspaper industry sincere and down-to-earth, terms of numbers — even but unfortunately, he was if we’re not numbers people “Power Selling Tools For The hung up on technology. He ourselves. If someone is Advertising Sales Consultant” spent most of the test drive an idea person, we should talking about the screen focus on ad concepts. Of in the middle of the dash- course, this means we have board. He was a walking to be prepared to talk to encyclopedia of Bluetooth, about advertising from all Wi-Fi and digital program- angles.” ming, but my father-in-law Meet your prospects $19.95 had no interest in those where they are. Let that be To order: www.bobberting.com 36 I love you guys

’ve been a consultant for 30 years agendas or promote their own profit. ... a newspaper editor and man- YOU BELIEVE in something bigger ager for 20 years before that. At than yourselves. God … yes. Church the end of this year, I’ll retire … yes. Community … yes. Schools … I— officially and for good. It’s been a yes. Sports … yes. All of those. But wonderful, exciting ride and I’ve been you also believe in the people and the blessed in so many ways. But now it’s spirit of those you serve with your time for me to walk away from that reporting and advertising efforts. part of my life and YOU WORK HARD. “Work ethic” turn my attention is a phrase that doesn’t apply for you DESIGN to Julia, family, — because you are so far beyond that ELEMENTS friends and guitar. in your dedication and your efforts. So, here’s my last You’re often the first one in and the column for you, last one out. And … you’d be happy reprised from a few to stay even longer and work even years back. I can’t harder if it means putting out a better Coach Norman Dale (Gene Hackman) huddles with his leave my life as a paper. players before the state championship game. consultant behind YOU’RE LEARNERS. You’re eager me without telling to know if there’s a better/faster — and you do it. Perhaps your edi- you once again how way of doing what you do. You want torial is the lone voice of dissent on ED HENNINGER much you matter to to publish a better product. You’re an important issue. Still, you say me. always on the alert for methods that what needs to be said. Perhaps you’re Thank you. will help you do that—and you’re personally threatened by someone ready to spend the time, money and who wants you to keep a story out of here’s a special moment in effort it takes. your paper. But you know you have the movie “Hoosiers,” where YOU’RE DEMANDING. You expect to run that story — and you do. That Coach Norman Dale (Gene the best from yourself and from those takes courage. And you understand Hackman) huddles with his who work with you. You want nothing that real courage is not the absence Tplayers just before the state champi- but maximum focus and maximum of fear, but the understanding that onship game. effort. But … something is more important than He takes a brief moment, looks YOU’RE ACCEPTING. You under- fear. them in the eyes, and says: “I love you stand that no one can run full-speed YOU HAVE A SENSE of humor guys.” all the time. You know that those who … and balance. You’re not afraid to It’s a quiet moment. No blaring work with you have families and lives laugh at yourself and your mistakes. trumpets. No whirling action. Just away from the office — and that those And you learn from those mistakes a few seconds that bring another, carry obligations and responsibilities and go on to do better work the next higher level of meaning to the rela- more important than any story or any time. tionship between the coach and his ad. YOU’RE LEADERS. All of the players. YOU APPRECIATE the efforts of qualities I’ve mentioned (and there And … that’s how I feel about all of your managers and staff, and you are probably some I’ve not thought you who work at community newspa- show it. A small office party here, of) make you a leader in your com- pers. a bonus there, tickets to a game, an munity. You’re not one the “good Many of my happiest moments expenses-paid trip to the press associ- ol’ boys.” You’re more than that. during my 30 years as a consultant ation banquet — all of those are ways Whether you’re the editor, the pub- are those I’ve spent in the newsrooms to tell your folks: “Well done!” lisher — whatever — you’re a person and conference rooms of community YOU’RE POSITIVE. You believe in others can approach for guidance and newspapers. your success and the success of those support. And you’re always ready to And it’s because of you. Who you who work with you. You understand help. are. What you believe in and what you that when one door closes, another Thank you for being all those do. opens. You know how to keep at it, things. YOU’RE COMMITTED to your constantly striving, occasionally in I love you guys. community. You want to see your the face of daunting circumstances. And I will miss you. town do well. You’re ready to defend You succeed because failure is not an it when it’s threatened by policies, by option. ED HENNINGER was an independent newspaper poor planning, by people who would YOU ARE COURAGEOUS. You consultant and the director of Henninger Consulting. tear it apart to advance their own know when you have to take a stand Reach him at [email protected] or 803-325-5252. DECEMBER 2019 PUBLISHERS’ AUXILIARY 23 37 PPUBUB AAUXUX lassified BROKERS C RATES TRAINING Protect GAUGER MEDIA SERVICE, INC. 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t a publication seminar I conducted, attendees talk- ed about internal compa- ny friction and how staff Amembers didn’t seem to have re- spect for each other. Enmeshed in this problem is a list of demands on staff: deadlines, dealing with other departments, dealing with other co-workers and pleasing manage- ment. Although most of them thought of themselves as likeable with a good personality, warm smile, etc., they SALES were still having ADVICE problems in their relationships with others. What is the answer to this situ- ation? What has to be done to create a proper atmosphere of trust, under- standing, respect 3. “What is your opinion?” successful if they said, “I won the BOB BERTING and just plain Asking someone’s opinion is the ball game”? courtesy? mark of a great team player who The answer is truly respects others and can be IN CLOSING … to realign your vocabulary. It’s not very helpful in brainstorming ses- just a smile or a simple “how are sions. This action increases owner- Think about these words and you?” that gets an office aligned. ship to new ideas. the impact they have on employee Rather, it’s about understanding 4. “Would you please … ” relations — and customer relations. how simple expressions can help This simple phrase is very appro- Think about these appropriate human relations. priate in stressful situations and words and use them during your can be effective also in dealing with workday for the situations that HERS ARE SEVEN POINTS THAT WILL customers. The word ”please” costs cause any friction between you and CHANGE THINGS IN INTER-OFFICE nothing to use, yet it buys so much. your co-workers. RELATIONS: 5. “Thank you.” © Bob Berting 2019 How many times do we forget to 1. “I admit I made a mistake.” say those two words? We would BOB BERTING is the author of three best-selling How many times have you hon- have a better work environment as e-books for the newspaper industry — “Dynamic estly made a mistake and were well as building better relationships Sales and Image Power;” “Advanced Selling Skills afraid to admit it — to a customer with our co-workers. For The Advertising Sales Pro;” and his latest e-book, or co-worker? People are usually 6. “We” “Power Selling Tools For The Advertising Sales amazed to hear a comment like this The most important word. This Consultant.” Any one book is $19.95 … any two books and have a great deal of respect key word is the foundation of team bundled are $35.00 … three books are bundled at for someone who has the proper effort. It is effective in giving pre- $49.95. You can order on the website, www.bob- attitude and courage to say those sentations to major account pros- berting.com. Read Bob’s books and discover how his important words. Taking responsi- pects, including media buyers. vast experience and know-how can help you achieve bility for your actions encourages 7. “I” much more business for you and your publication. others to do the same. The least important word. This You’ll greatly benefit from the wisdom of one of 2. “You did a good job.” is a word that unfortunately dom- America’s top advertising sales experts. Bob is a pro- Salespeople need encouragement inates our conversation and can fessional speaker, advertising sales trainer, publisher and praise. These simple words can cause bad vibrations if used too marketing consultant, and leading columnist in many have a big impact on the emotions often. This word is good for taking national and regional newspaper trade association of people with whom you work. responsibility but not when dis- publications. He is the President of Berting Communi- Isn’t it nice to be recognized for cussing a positive team effort. How cations and can be reached at [email protected] what you do? many sports professionals would be or 317-849-5408.