Celebrating Our 150th Year! The Kansas Publisher Official monthly publication of the Kansas Press Association March 13, 2013 Inside Today Saturday mail cut creates quandary he U.S. Postal Service’s serious business. And it’s espe- Then, this past year, the Herald Page 2 decision to eliminate cially disconcerting for leaders converted to Tuesday-Thursday- Jim Pumarlo says your readers TSaturday deliveries has of newspapers that recently Saturday publication. need to know your policies and newspaper publishers scram- switched to all-mail delivery of Elimination of Saturday mail why you have them. bling to come up with alterna- their newspapers. delivery, however, would put a tives. The Ottawa Herald is a good crimp in that plan because the Page 3 For some, mostly non-dailies example. Herald’s Saturday newspaper, John Foust said the 4 “P’s” of who go to print early in the Editor and Publisher Jeanny containing all the Friday night marketing are the key. week, it won’t require many, if Sharp converted to mail-only sports and other features, would any, changes. delivery of the five-day daily in sit until Monday or even Tues- Page 4 But for dailies and those 2009. A year later, the Herald day if Monday is a holiday with Come on! Order your KOMA non-dailies that print editions contracted out its printing to for Dummies T-shirt and be the on Friday and Saturday, it is the Lawrence Journal-World. See SATURDAY on Page 6 talk of the town! Page 5 Newspapers in Minneapolis and Haysville change hands. Meet the new owners. Page 7 Utilize the KPA’s free com- munity promotional ads called “Keep Reading.” Page 10 Doug Anstaett’s column about Sunshine Week emphasizes opening the curtains in Topeka. KPA Calendar March 10-16 Sunshine Week, sponsored by Russell Viers will have several sessions at this efficiencies at the Western Kansas Mini-Convention the American Society of News- yeart’s Kansas Press Association annual conven- last November in Hays. Viers will join advertising paper Editors. tion in Topeka. Here, he talks about production expert Peter Wagner from Iowa on the agenda. May 3-4 Kansas Press Association 150th It’s time to register for KPA convention annual convention, Capitol he clock is ticking and it’s tal backgrounds, there are other newspaper staff member. Plaza Hotel, Topeka. time to book your room reasons to attend this year’s Headliners will be Russell Tand register Kansas Press convention. Viers, one of the world’s top Sept. 12-15 Association’s annual convention First of all, since KPA is experts on Adobe PhotoShop, Il- National Newspaper Associa- May 3 and 4 in Topeka. celebrating its 150th anniversary lustrator and InDesign, and Peter tion 127th annual convention, The convention will be at the this year, the association will un- Wagner, an Iowa publisher best Phoenix. Capitol Plaza Hotel. veil a new video with the theme, known for his fast-paced presen- While we’ve got a jam- “What We Do Still Matters.” tation of easy-to-do promotions Dec. 15 packed program with experts The program is chock full of National Bill of Rights Day. from advertising, news and digi- opportunities for almost every See KPA on Page 3 Kansas Press Association, 5423 S.W. 7th, Topeka, KS 66606 • www.kspress.com • (855) 572-1863 2 Kansas Press Association, 5423 S.W. 7th, Topeka, KS 66606 • www.kspress.com • (855) 572-1863 Make sure your readers know 2011-12 KPA Board Ben Marshall why you do the things you do President Sterling Bulletin reader questions your policy for of the superintendent finalists? How [email protected] reporting suicides. A local retailer does a proposed privacy law threaten the Achallenges your staff to produce disclosure of information vital to citizens’ Dena Sattler timely and relevant business news. A everyday lives? First Vice President reporter is confronted for printing a press Columns from publishers and editors Garden City Telegram release charging a candidate should be standard procedure in [email protected] with unfair campaign practices previewing or explaining cover- without contacting the accused age. Newspapers devote a great Dan Thalmann for a response. deal of time and talent to report- Second Vice President All of these scenarios are ing on local governing bodies; Washington County News excellent topics for newsroom a column might educate readers [email protected] discussion. And most editors why your staff cannot be every- will likely respond directly to where and an advance can be Susan Lynn the individuals who raise the more important than coverage Treasurer Iola Register questions. of a meeting. Crime and courts [email protected] But how many newsrooms coverage, by its nature, draws a take the time to explain their chorus of detractors; the hows Jim Pumarlo Patrick Lowry policies and operations to their and whys of your reporting Past President readers on a regular basis? A process are ready-made content Hays Daily News column by the editor or publish- for connecting with readers. [email protected] er should be a fixture on the editorial page Three points are important in the if you want to connect explanation of all A.J. Bozarth with your readers. A column by the edi- newspaper policies Central District Director Even more effective and operations: Norwich News, South Haven New Era are timely communica- tor or publisher should n Have the same [email protected] tions through a blog. be a fixture on the edito- person – preferably Columns on an the editor – commu- Susan Cantrell array of topics serve rial page if you want to nicate policies. It’s Northeast District Director a variety of purposes. connect with your read- OK to acknowledge Lawrence Journal-World Educating readers on ers. Even more effective differences of opinion [email protected] newspaper policies among staff, but one should be a priority. are timely communica- person should be the Gregg Ireland What are the guide- tions through a blog. liaison to readers. Daily Director lines for letters to the And be certain to Topeka Capital-Journal editor – why are some share policies with [email protected] rejected? Why, or why not, does a newspa- all newspaper employees. Remember the Sarah Kessinger per report the salaries of public officials? people on the front line – no one is more Nondaily Director Reader comments and questions provide a important than the receptionist – who will Marysville Advocate neverending stream of issues to address. likely be the first to field a question or [email protected] A newspaper’s role as a government complaint. Receptionists should know that watchdog provides ample opportunities policies are in place and direct inquiries to Brad Lowell for initiating conversation with readers the appropriate person. Northwest District Director as well. Why should readers care about n Be open to feedback and criticism. Concordia Blade-Empire changes in a state’s open meeting law? [email protected] Why does a newspaper demand the names See PUMARLO on Page 4 Randy Mitchell February KDAN, KCAN winners Southwest District Director Newton Kansan/Dodge City Daily Globe he following newspapers sold either KDAN or KCAN ads in February, 2013. [email protected] Remember, if you sell one of these ads, which run in almost 150 Kansas newspa- Tpers, you keep half the money. On out-of-state ads, you get half the commission. Rebecca Rice • Western Kansas World — One 2 x 2 KDAN ad sold— profit $400 Legislative Director • Anderson County Review —Three 2 x 4 KDAN ads sold— profit $2,475 Lindsborg News-Record • Hays Daily News — Two 2 x 4 custom KDAN ads sold— profit $420 [email protected] • GateHouse Media— 17 KCAN ads sold— profit $2,550 • Anderson County Review — four out-of-state DAN ads sold — profit $720. Andy Taylor Remember, you also now can sell into the online network and the Quarter-Page Southeast District Director Network. Montgomery County Chronicle Call Sara Marstall at (855) 572-1863 or email at [email protected]. [email protected] Kansas Press Association, 5423 S.W. 7th, Topeka, KS 66606 • www.kspress.com • (855) 572-1863 3 Add ‘people’ to the four ‘P’s’ of marketing arketing is not a one-note tune. In Price: Think of the classic television marketing puzzle. And advertising is one fact, most marketing textbooks show “The Price is Right.” Pricing strate- component of promotion — just as public Mfeature meticulous descriptions gies create delicate balances. From the relations, special events and sponsorships of the Four P’s of marketing — four ele- seller’s perspective, pricing should meet are components of promotion. ments which work together in the creation desired profit margins. From the con- Recent textbooks have added a fifth P to of a successful campaign. If any one of the sumer’s point of view, a price that seems the formula: People. Without adequate cus- four is lacking, failure is a likely possibil- too high for perceived value will seem out tomer service, all of the other P’s don’t add ity. of line. And a price that is too low for per- up to a hill of beans or — ahem — peas. Media sales people ceived value will suggest poor quality. Sadly, some smaller businesses have should have a funda- Whatever the price, little or no understand- mental understanding discounts can be of- Sadly, some smaller ing of the marketing of these Four P’s. fered to boost sales. P’s. Of course, they Here’s a quick look: Place: This con- businesses have little or know the importance Product: This rep- cerns distribution. no understanding of the of each individual resents the product or Where can consumers marketing P’s ..