2008 march
DESCRIPTION
SAPAToday our association newsletterTRANSCRIPT
SAPATodayBoosting Your Problem-
Solving Skills
The Bi-Monthly Newsletter for the Free Paper Industry March & April|2008
In this Issue:
visit us at www.sapatoday.com
By Tim Smith
Problem solving is closely related to decision making. The processes are much the same. � e � rst step in problem solving is to define the problem, not your perception of the problem, by evaluating the difference between the current situation and the desired goal. In other words, a problem is the di� erence between where we are and where we want to be, or as someone once told me, the di� erence between the goal and the result. � e sooner you observe and correct any deviation between the goal and the result, the smaller the problem will be.
Part of defining the problem is also identifying the causes. At times, the apparent problem is not the real one; it is merely a symptom. � e real problem may be hidden beneath defensive accusations, confusing or incorrect data, complex processes and procedures, no processes and procedures, or poorly constructed
reports. Be sure you address the causes rather than the symptoms, which is easier said than done.
For example, one individual on your team may continually bombard you with questions. You need to ask yourself, is that really the problem? Or is it a symptom of a lack of training? Or are you answering their questions and not having them think through the problem and come up with a solution? Or is the real problem that this person once received a harsh reprimand for a decision and is now hesitant to proceed without prior approval? You can
Southeastern Adver t i s ing Publ i shers Associat ion (800) 334-0649 (888) 334-0649 fax
page 2SAPA Board of Directors & CAN Corner
page 3President’s Letterpage 4Sales Lessons You Have To Learnpage 9Publishers Retreat Successpage 10Calendar of Events & Importance of Logo Placement
Southeastern Advertising Publishers Association
continued on page 4
January 2005Publishers: 4Circ. 80,000
January 2006Publishers: 21Circ.: 420,000
Is on the Grow!Find out why! KIDSVILLE NEWS! IS THE NATION'S FAVORITE AND FASTEST-GROWING CHILDREN’S NEWSPAPER. From a humble but persistent start of four publications just two years ago, to over 100 editions today, Kidsville News! is making an educational impact all across the country. Why? Because children need to read, and Kidsville News! creates new revenue streams and higher profits for newspaper publishers.
With a circulation of 1,280,917, Kidsville News! has proven itself to be a fun and effective learning resource for children, teachers and parents. It is the source for school news, information and local community events, while promoting literacy and the development of good reading habits, character traits and study skills in young children — and Kidsville News! is always FREE!
Discover the revenue and profit potential in your community and explore the Kidsville News! opportunity. Visit us at:FCPNY Annual Conference, March 9-11, Turning Stone NYTCNA Annual Convention, March 27-29, South Padre Island TXSNPA NIE Conference, April 3-4, Raleigh, NCMFCP Spring Confrerence, April 11-12, Des Moines, IowaMACPA Spring Conference, April 11-13, Hershey PANENA NIE Conference, April 23-24, Mystic, CTAFCP Annual Conference, April 24-26, Rancho Mirage, CA
Call today to “get on the grow” with Kidsville News!TM
Contact: Bill Bowman, President [email protected] 910-222-6200 or 910-391-3859
January 2008:Publishers: 100 and growing!Circ.: 1,282,917
3 Facilities 7 Presses 70 Units 12 Folders 3 Inserters 2 Stitchers
Over the past year we have made multiple signifi cant improvements to our three printing facilities; reinforcing ourselves as the region’s most complete resource for shoppers, newspapers, inserts, fl yers, and catalogs. Give us a call to see how our new numbers can help improve yours.
8 8 8 - N o w a t a 1www.NowataPrinting.com8 8 8 - N o w a t a 1
H a r r i s o n , A R | N o w a t a , O K | S p r i n g f i e l d , M O
To advance the free paper industry by providing resources for success and venues for sharing ideas.
2 SAPAToday 11 SAPAToday
SAPA Board of Directors
Past PresidentMike WoodardTuscaloosa Shopper
& ReporterNorthport, AL205-333-7525
PresidentBill Bowman
Up & Coming Weekly
Fayetteville, NC 910-484-6200
Vice PresidentRussell
QuattlebaumSoutheast Sun
Enterprise, AL 334-393-2969
TreasurerTony Onellion
Bargains PlusSlidell, LA
985-649-9515
Past PresidentGreg LedfordShelby Shopper &
InfoShelby, NC
704-484-1047
Board MemberJW Owens
Savannah Pennysaver
Savannah, GA 912-238-2040
Board MemberGarth Hawken
Flashes Shopping Guide
Stuart, FL772-287-0650
SecretaryAlan Lingerfelt
The Piedmont Shopper
Danville, VA434-822-1800
Past PresidentGary Benton
Peddler ADvantageParis, TN
731-644-9595
Past PresidentBrenda Finchum
Coffee County Shopper
Manchester, TN931-728-3273
Past PresidentSecretary
Past President Past President
Mark your calendar today to attend
CAMP SAPAin Asheville, North Carolina on August 22 & 23, 2008
CornerIn each issue of SAPAToday we’ll look at one of the membership benefi ts you receive from the Classifi ed Ad Network (CAN).
Have you ever needed to create a specifi c color for an advertiser? Of course you have. You fi nd the perfect color on your computer. It looks so good on the screen that you know your customer will be happy.
However, when the paper comes back from the printer, the color
looks awful! You need a CMYK Newsprint Color Selector, another membership benefi t from CAN.
Just fi nd the color you want in the CMYK book, show it to your graphic designer and they’ll use the formula below the color chip. If you need new Color Selectors just call SAPA Headquarters at 1.800.334.0649. Ask Vickie, Kevin or Douglas for your new copies and they’ll mail them right away.
Live and Work in Beautiful Savannah Experienced editor needed for two monthly publications in Historic Savannah, Georgia. Morris Multimedia publishes New Homes Resource Guide, a high-end, glossy magazine serving the builder and developer communities in the Greater Savannah area. We also publish a monthly educational resource guide for the pre-k through fi fth grade student.
The successful applicant needs a minimum of two years editing experience as well as photo skills.
For more information and confi dential interview, contact J. W. Owens at Savannah Media. Send cover letter and resume to J. W. Owens, P. O. Box 5100, Savannah, GA 31414, call 912-721-4357 or e-mail [email protected]
Holy Smokes! March is upon us already and it seems like only yesterday we were all banging our heads developing new yearly budgets and sales projections. Well? How is your company doing? Are you on track? Are you ahead of last year or behind? Or, have you even looked? Are you afraid to look? ( Just kidding!)
� e point is, we free paper publishers are entering a very challenging time in our industry. � ere are more rules, regulations, restrictions and competition, so we must prepare ourselves to take on the challenges of the 21st century and this new and exciting marketplace. It is not going to be enough to just “link and learn” about products and innovations in the free paper industry. We must take direct action to sharpen our competitive edge to keep our papers, and our profi ts, where we want them to be. You can count on SAPA, your Board of Directors and our Executive Director Douglas Fry to diligently work on providing you whatever you need to help maintain your publication and business.
But, be forewarned; even though we are an organization that rallies to the support of its members, we are also an organization that “helps those who help themselves.” We can’t do it for you. However, we will provide all the assistance possible to make you successful and a “force to be reckoned with” in your community.
So, in preparation of you getting your publication on track in 2008 here are a few tips from the basic SAPA primer:
make some sales calls with your staff .
let it go to voice mail between 8:00 AM and 5:00 PM.
an avalanche of e-mails all morning. Sales seldom come
is doing a great job on this event and he plans to make you all “Happy Campers.”
training. He passes everyone.
and Editorial Contest. � is is a great way to honor your graphic design department and your clients. It will also allow you to see how your publication fares among others in the organization. We learn from each other. Start saving ads and articles now. Put a system in place now and it makes that entry deadline a piece of cake.
lifeblood of our organization. Sell them if you can, but placing them weekly in your paper is what gives our SAPA advertisers value and results. And results are what keeps them coming back.
just say you are a member of SAPA, CPF, IFPA or AFCP. You need to get involved. Participate. Immerse yourself in the industry and stay abreast of technology and innovations that will aff ect your bottom line.
going to have to bite the bullet and do it. � e Internet is here and it is here to stay. You must make it work for you or it will work against you. If you do not have a strong Internet component your demise will be a self-fulfi lling prophecy. Do it. Do it now!
Members. Call us, e-mail us and just let us know what you want or how we can help you improve your company’s operation. � at is what we do best.
doesn’t learn from his mistakes. If I had made more mistakes earlier in my life I would have learned more, sooner. � ose who don’t take chances or risks seldom make mistakes. � en again, they make little progress.
� is is an exciting time for all of us in the free paper industry. � ank you for making our organization one of the best in the industry.
Bill BowmanSAPA President
3 SAPAToday
serve to identify, and there are right and wrong ways to position them.
� e next time you go to a business meeting, take a look at the way people wear their name tags. As long as they are not the hang-around-the-neck variety, don’t be surprised if the majority of attendees wear them on the left side. I used to do the same thing. No matter what kind of tag was handed out – one with a clip, a pin, or adhesive – I put it over my heart, on the left side of my jacket. Since I’m right handed, it was easy to pick it up and slap in on – all in one motion.
� en I was told that the proper position is on the other said, because it creates a better sight line for reading names when shaking hands. Once you try the right side placement, you’ll be sold on the diff erence it makes.
Name placement is important in advertising, too. � ere are four elements in a print ad: headline, illustration, body copy, and logo. Positioning of these elements can make a big diff erence in the impact an ad will have on the page. If something is out of place, the entire message can be thrown out of kilter.
Unfortunately, some advertisers have fallen into the trap of putting their logos at the top – which in essence, turns their names into headlines. Would you be compelled to read an ad that features “Ford” or “Pizza Hut” or “AT&T” as its headline? Probably not.
It’s best to put the headline at the top of the layout (or at least in the top half ) and the logo at the bottom. Years of conditioning have taught us to look for the name of the messenger at the end of a message. When you write an e-mail or a letter, you put your name at the bottom. When you send a greeting card, you sign your name under the text inside the card.
� e function of a headline if to signal to readers what the ad is about – to let them know what valuable piece of information they can gain from taking the time to read the rest of the ad. � erefore, the headline should have the most prominent working in a layout.
Some advertisers may think, “Okay, I’ll put my logo at the bottom. But I want it to be bigger than anything
a name tag, a logo should identify, not dominate. A logo should be large enough to provide quick identifi cation, but not so large that it overshadows the ad’s message.
� ere’s an old saying that the three biggest factors in real estate are “location, location, and location.” � e truth in that statement goes far beyond the houses and stores in your hometown. � e same can be said of the logos in the ads of your hometown paper.
(c) Copyright 2008 by John Foust. All rights reserved.
E-mail John Foust f or information about his training videos for ad departments: [email protected]
Calendar of Events
10 SAPAToday
A Letter FromOur President
The Importance Of Logo Placement
and your clients. It will also allow you to see how your
SAPA Conference 2008: We
refreshing Asheville, NC on August 22 & 23, 2008 for our Fall Conference. Mark your calendars today. And please give us a call at 1-800-334-0649 or email: [email protected] if you would like more information.
IFPA Conference 2008: Seattle, Washington is the site for the Fall Conference for IFPA, September 24 - 27,
Bellevue. A trip to the Space Needle and dinner there promise a great time.
SAPA Conference 2009: In
located across the street from 4th Street
your calendars now for August 28 & 29,
1-800-334-0649 or email: [email protected] if you would like more information.
usually narrow down inadequate performance to one of these three root problems: training, environment, or motivation.
After you determine the problem, you need to decide whether it is even a problem that must be solved or merely an irritation. Some problems resolve themselves in a short time without any action. Other problems are not worth your time to take action to solve, and other problems need your attention and action. Spend a hundred dollars’ worth of your time on hundred dollar problems, not twenty dollar problems. If a problem is not worth your time, assign the solving of it to someone else who is paid less than you are. Of course, you need to make sure that it will be solved before it becomes a more costly problem. Follow up is the key here.
When the problem does require your a�ention to be solved, use this time-proven formula for approaching the problem:
Define the problem. Make sure the real problem is de�ned clearly and relates to an important organizational or personal goal. Address causes, not effects, perceptions or symptoms.
You may �nd that a number of negative symptoms may all have the same root cause. By dealing with the root cause, you may solve more that one problem at a time.
Set a deadline. Set a deadline for making the final decision about a solution to be chosen. Allow adequate time to gather information, suggestions and opinions from others.
Identify the purpose to be met by the solution. Refer to specific organizational and personal goals as guidelines for deciding exactly what the solution must accomplish. �is prevents investing too much time and material in solving a relatively minor problem. Speci�cally state any criteria that must be met, including budget, time frame, quality requirements, e�ciency and simplicity.
C o m p i l e a n d s t u d y information. Collect and assemble information in a logical and useful form and study the facts to be sure that you understand everything involved.
List possible solutions. List all of the possible solutions. Make no attempt to rule out alternatives; use free association, visualization and creativity to generate as many solutions as possible. In this step make sure you and your team are not jumping ahead to choosing a solution. Consider the possibility that a given solution could cause other problems. Decide if other actions will need to be taken to ensure a net positive effect or if another solution needs to be considered altogether.
Make a decision. Look over the list of possible solutions that you
On January 18 & 19, 2008 twenty-six publishers from across the southeast gathered at the Disney
Friday evening we enjoyed a relaxed evening with some of the best food around. �en on Saturday the better part of the day was spent as industry leaders discussed challenges we all face and solutions to them.
work in making the event such a success.
Since this was the first time SAPA had this kind of event, we weren’t sure what to expect. But true to form, SAPA publishers shared ideas, best practices, and friendship. We look forward
Plan now so that you don’t miss out on this great learning and sharing opportunity.
9 SAPAToday4 SAPAToday
Boosting Your Problem-Solving Skills
First Publishers RetreatWas A HUGE Success
continued on page 5
“The first annual publishers retreat was a great success. It was very informative and answered a lot of questions. Thanks SAPA for going above and beyond for its members.” Mike Marlow - Rutherford Weekly
“It’s vital to continue networking with publishers in the same industry and from different markets to share ideas, successes, and concerns. We thrive on the camaraderie of the group.” Bill & Judy Derby - Johnson City News & Neighbor
Never Wait To Be Told What To Do (a) Supervision Is Bad For Your Salary. When you are told what is to be done, you should be quick to know how to do it. If you wait to be told “how and when” the work is to be done, you put the heaviest part of the job upon the shoulders of your supervisor. You lessen your own importance when you leave to yourself the mere carrying out the orders of others. You cannot act in the capacity of a substitute and expect a full master’s pay.
You Are Worth. If it takes extensive high-salaried supervision to bring out your production, you become an expensive worker. A reduction is made in your salary to fully compensate your supervisor. When the boss is compelled to furnish both the plans and the directions after you have been told what he wants done, he will be tardy in recommending a salary raise for you. On the other hand, relieve your supervisor of the need to watch your every eff ort. If he knows that you will do the work as well as he himself could, your salary will advance as your worth is seen.
(c) Do More � an You Are Told, And You Will Be Paid More � an You Ask. Your increasing interest in your work will cause you to work harder for your employer’s interest. Employers are always looking for employees who are willing to give thought and
energy to the advancement of their business interests.
work. Become absorbed with it. Take no account of time or sacrifi ces, but give the best that you have to give, and you will be paid accordingly.
(d) Every Problem Has A Better Solution � an
permanent perfection. When a good solution is suggested to you, use it until you are able to improve upon it. Never rest with the “good
thought to the tools you work with. Make them sharper, and better than you fi nd them now. You can make your eff ort more effi cient. Strive for increasing perfection in your work, and you will win. Be mentally alert to every opportunity to improve and increase your employer’s business.
� e original cores of these lessons were fi rst espoused by Basil Smith in 1912. Current version © Copyright
Richard Clark off ers great low-cost online ad-taking solutions, as well as sales and management training that pay for themselves, guaranteed. Find out more and see the demo at www.classifi eddevelopment.com.
5 SAPAToday8 SAPAToday
Sales Lessons You Have to Learn Sometime: #1 of 112
32 Quarterfold
37 Broadsheet or Tabloid
32 Digest
32 Magazine
C-91SD C-2003SD
C-6SDPoly Bags
SS-5SS-6SS-7 RT SS-8
800-398-2427www.theservicechamps.com
[email protected] - 708-946-3733
WireDisplays
Tubes andSteel Posts
Steel Distribution BoxesPlastic Displays
Carrier BagsRubber Bands ST-91SD
have made. Cross out any items that you know immediately you
do not want to use. For each possible solution left on your list, answer t h e q u e s t i o n , “ w h a t w o u l d happen if I chose this solution?” Then choose the one that appears to have the best possible chance
of success.
Take action. Decide what action must be taken to implement the solution. The action may be simple and require the a� ention
of only one or two people, or it may have several steps and involve the whole department or several departments. Make sure that every person understands what to do, how and why. � en make sure the predetermined steps are followed. And the most important step is to ACT.
Request feedback. Keep open the lines of communication between yourself and those who must carry out the decision. Be open to their ideas and do not judge feedback based on “how you would do it” or on your preconceived ideas about the person giving it. Let your team member know you are
interested in their ideas but that your instructions will be carried out. When necessary and practical, be willing to modify the plan when the feedback you receive indicates a need for adjustment.
Tim Smith is President of Tim Smith Consulting , which is an employee training corporation located in Allentown, PA. Tim has worked with the IFPA for the past six years doing seminars and workshops for the newspaper industry. If you would like more information on a new sales training program, Tim can be reached at [email protected] or 610-435-0661.
Boosting Your Problem-Solving Skills
“...use this time-
proven approach to solve your problem.”
Display & Classified Ad Sales & BillingCirculation Direct Mail Payroll Accounting
Integrated Management Software designed by publishers for publishers
MERRIMAC SOFTWARE ASSOCIATES INC.TAMWORTH, NH 603 323 8811 WWW.MERRSOFT.COM
Will Parks(309) 797-0302
IPC CHARLIE HENCYE
800-243-7659 [email protected] FAX: 941-484-0828
140 Triple Diamond Blvd * Suite C * N. Venice, FL 34275www.ipcpoly.com
PRESIDENT
International Poly&
Promotions
Plastic BagsPromotional Items
Advertising Specialties
300 North DriveSuite 100
Melbourne, FL 32934
321.242.5000 x2214321.242.4074727.492.3562
phonefax
mobile
John Pourtlessdirector of sales - southeast
Display & Classified Ad Sales & BillingCirculation Direct Mail Payroll Accounting
Integrated Management Software designed by publishers for publishers
MERRIMAC SOFTWARE ASSOCIATES INC.TAMWORTH, NH 603 323 8811 WWW.MERRSOFT.COM
Will Parks(309) 797-0302
IPC CHARLIE HENCYE
800-243-7659 [email protected] FAX: 941-484-0828
140 Triple Diamond Blvd * Suite C * N. Venice, FL 34275www.ipcpoly.com
PRESIDENT
International Poly&
Promotions
Plastic BagsPromotional Items
Advertising Specialties
300 North DriveSuite 100
Melbourne, FL 32934
321.242.5000 x2214321.242.4074727.492.3562
phonefax
mobile
John Pourtlessdirector of sales - southeast
Never Wait To Be Told What To Do (a) Supervision Is Bad For Your Salary. When you are told what is to be done, you should be quick to know how to do it. If you wait to be told “how and when” the work is to be done, you put the heaviest part of the job upon the shoulders of your supervisor. You lessen your own importance when you leave to yourself the mere carrying out the orders of others. You cannot act in the capacity of a substitute and expect a full master’s pay.
You Are Worth. If it takes extensive high-salaried supervision to bring out your production, you become an expensive worker. A reduction is made in your salary to fully compensate your supervisor. When the boss is compelled to furnish both the plans and the directions after you have been told what he wants done, he will be tardy in recommending a salary raise for you. On the other hand, relieve your supervisor of the need to watch your every eff ort. If he knows that you will do the work as well as he himself could, your salary will advance as your worth is seen.
(c) Do More � an You Are Told, And You Will Be Paid More � an You Ask. Your increasing interest in your work will cause you to work harder for your employer’s interest. Employers are always looking for employees who are willing to give thought and
energy to the advancement of their business interests.
work. Become absorbed with it. Take no account of time or sacrifi ces, but give the best that you have to give, and you will be paid accordingly.
(d) Every Problem Has A Better Solution � an
permanent perfection. When a good solution is suggested to you, use it until you are able to improve upon it. Never rest with the “good
thought to the tools you work with. Make them sharper, and better than you fi nd them now. You can make your eff ort more effi cient. Strive for increasing perfection in your work, and you will win. Be mentally alert to every opportunity to improve and increase your employer’s business.
� e original cores of these lessons were fi rst espoused by Basil Smith in 1912. Current version © Copyright
Richard Clark off ers great low-cost online ad-taking solutions, as well as sales and management training that pay for themselves, guaranteed. Find out more and see the demo at www.classifi eddevelopment.com.
5 SAPAToday8 SAPAToday
Sales Lessons You Have to Learn Sometime: #1 of 112
32 Quarterfold
37 Broadsheet or Tabloid
32 Digest
32 Magazine
C-91SD C-2003SD
C-6SDPoly Bags
SS-5SS-6SS-7 RT SS-8
800-398-2427www.theservicechamps.com
[email protected] - 708-946-3733
WireDisplays
Tubes andSteel Posts
Steel Distribution BoxesPlastic Displays
Carrier BagsRubber Bands ST-91SD
have made. Cross out any items that you know immediately you
do not want to use. For each possible solution left on your list, answer t h e q u e s t i o n , “ w h a t w o u l d happen if I chose this solution?” Then choose the one that appears to have the best possible chance
of success.
Take action. Decide what action must be taken to implement the solution. The action may be simple and require the a� ention
of only one or two people, or it may have several steps and involve the whole department or several departments. Make sure that every person understands what to do, how and why. � en make sure the predetermined steps are followed. And the most important step is to ACT.
Request feedback. Keep open the lines of communication between yourself and those who must carry out the decision. Be open to their ideas and do not judge feedback based on “how you would do it” or on your preconceived ideas about the person giving it. Let your team member know you are
interested in their ideas but that your instructions will be carried out. When necessary and practical, be willing to modify the plan when the feedback you receive indicates a need for adjustment.
Tim Smith is President of Tim Smith Consulting , which is an employee training corporation located in Allentown, PA. Tim has worked with the IFPA for the past six years doing seminars and workshops for the newspaper industry. If you would like more information on a new sales training program, Tim can be reached at [email protected] or 610-435-0661.
Boosting Your Problem-Solving Skills
“...use this time-
proven approach to solve your problem.”
usually narrow down inadequate performance to one of these three root problems: training, environment, or motivation.
After you determine the problem, you need to decide whether it is even a problem that must be solved or merely an irritation. Some problems resolve themselves in a short time without any action. Other problems are not worth your time to take action to solve, and other problems need your attention and action. Spend a hundred dollars’ worth of your time on hundred dollar problems, not twenty dollar problems. If a problem is not worth your time, assign the solving of it to someone else who is paid less than you are. Of course, you need to make sure that it will be solved before it becomes a more costly problem. Follow up is the key here.
When the problem does require your a�ention to be solved, use this time-proven formula for approaching the problem:
Define the problem. Make sure the real problem is de�ned clearly and relates to an important organizational or personal goal. Address causes, not effects, perceptions or symptoms.
You may �nd that a number of negative symptoms may all have the same root cause. By dealing with the root cause, you may solve more that one problem at a time.
Set a deadline. Set a deadline for making the final decision about a solution to be chosen. Allow adequate time to gather information, suggestions and opinions from others.
Identify the purpose to be met by the solution. Refer to specific organizational and personal goals as guidelines for deciding exactly what the solution must accomplish. �is prevents investing too much time and material in solving a relatively minor problem. Speci�cally state any criteria that must be met, including budget, time frame, quality requirements, e�ciency and simplicity.
C o m p i l e a n d s t u d y information. Collect and assemble information in a logical and useful form and study the facts to be sure that you understand everything involved.
List possible solutions. List all of the possible solutions. Make no attempt to rule out alternatives; use free association, visualization and creativity to generate as many solutions as possible. In this step make sure you and your team are not jumping ahead to choosing a solution. Consider the possibility that a given solution could cause other problems. Decide if other actions will need to be taken to ensure a net positive effect or if another solution needs to be considered altogether.
Make a decision. Look over the list of possible solutions that you
On January 18 & 19, 2008 twenty-six publishers from across the southeast gathered at the Disney
Friday evening we enjoyed a relaxed evening with some of the best food around. �en on Saturday the better part of the day was spent as industry leaders discussed challenges we all face and solutions to them.
work in making the event such a success.
Since this was the first time SAPA had this kind of event, we weren’t sure what to expect. But true to form, SAPA publishers shared ideas, best practices, and friendship. We look forward
Plan now so that you don’t miss out on this great learning and sharing opportunity.
9 SAPAToday4 SAPAToday
Boosting Your Problem-Solving Skills
First Publishers RetreatWas A HUGE Success
continued on page 5
“The first annual publishers retreat was a great success. It was very informative and answered a lot of questions. Thanks SAPA for going above and beyond for its members.” Mike Marlow - Rutherford Weekly
“It’s vital to continue networking with publishers in the same industry and from different markets to share ideas, successes, and concerns. We thrive on the camaraderie of the group.” Bill & Judy Derby - Johnson City News & Neighbor
Holy Smokes! March is upon us already and it seems like only yesterday we were all banging our heads developing new yearly budgets and sales projections. Well? How is your company doing? Are you on track? Are you ahead of last year or behind? Or, have you even looked? Are you afraid to look? ( Just kidding!)
� e point is, we free paper publishers are entering a very challenging time in our industry. � ere are more rules, regulations, restrictions and competition, so we must prepare ourselves to take on the challenges of the 21st century and this new and exciting marketplace. It is not going to be enough to just “link and learn” about products and innovations in the free paper industry. We must take direct action to sharpen our competitive edge to keep our papers, and our profi ts, where we want them to be. You can count on SAPA, your Board of Directors and our Executive Director Douglas Fry to diligently work on providing you whatever you need to help maintain your publication and business.
But, be forewarned; even though we are an organization that rallies to the support of its members, we are also an organization that “helps those who help themselves.” We can’t do it for you. However, we will provide all the assistance possible to make you successful and a “force to be reckoned with” in your community.
So, in preparation of you getting your publication on track in 2008 here are a few tips from the basic SAPA primer:
make some sales calls with your staff .
let it go to voice mail between 8:00 AM and 5:00 PM.
an avalanche of e-mails all morning. Sales seldom come
is doing a great job on this event and he plans to make you all “Happy Campers.”
training. He passes everyone.
and Editorial Contest. � is is a great way to honor your graphic design department and your clients. It will also allow you to see how your publication fares among others in the organization. We learn from each other. Start saving ads and articles now. Put a system in place now and it makes that entry deadline a piece of cake.
lifeblood of our organization. Sell them if you can, but placing them weekly in your paper is what gives our SAPA advertisers value and results. And results are what keeps them coming back.
just say you are a member of SAPA, CPF, IFPA or AFCP. You need to get involved. Participate. Immerse yourself in the industry and stay abreast of technology and innovations that will aff ect your bottom line.
going to have to bite the bullet and do it. � e Internet is here and it is here to stay. You must make it work for you or it will work against you. If you do not have a strong Internet component your demise will be a self-fulfi lling prophecy. Do it. Do it now!
Members. Call us, e-mail us and just let us know what you want or how we can help you improve your company’s operation. � at is what we do best.
doesn’t learn from his mistakes. If I had made more mistakes earlier in my life I would have learned more, sooner. � ose who don’t take chances or risks seldom make mistakes. � en again, they make little progress.
� is is an exciting time for all of us in the free paper industry. � ank you for making our organization one of the best in the industry.
Bill BowmanSAPA President
3 SAPAToday
serve to identify, and there are right and wrong ways to position them.
� e next time you go to a business meeting, take a look at the way people wear their name tags. As long as they are not the hang-around-the-neck variety, don’t be surprised if the majority of attendees wear them on the left side. I used to do the same thing. No matter what kind of tag was handed out – one with a clip, a pin, or adhesive – I put it over my heart, on the left side of my jacket. Since I’m right handed, it was easy to pick it up and slap in on – all in one motion.
� en I was told that the proper position is on the other said, because it creates a better sight line for reading names when shaking hands. Once you try the right side placement, you’ll be sold on the diff erence it makes.
Name placement is important in advertising, too. � ere are four elements in a print ad: headline, illustration, body copy, and logo. Positioning of these elements can make a big diff erence in the impact an ad will have on the page. If something is out of place, the entire message can be thrown out of kilter.
Unfortunately, some advertisers have fallen into the trap of putting their logos at the top – which in essence, turns their names into headlines. Would you be compelled to read an ad that features “Ford” or “Pizza Hut” or “AT&T” as its headline? Probably not.
It’s best to put the headline at the top of the layout (or at least in the top half ) and the logo at the bottom. Years of conditioning have taught us to look for the name of the messenger at the end of a message. When you write an e-mail or a letter, you put your name at the bottom. When you send a greeting card, you sign your name under the text inside the card.
� e function of a headline if to signal to readers what the ad is about – to let them know what valuable piece of information they can gain from taking the time to read the rest of the ad. � erefore, the headline should have the most prominent working in a layout.
Some advertisers may think, “Okay, I’ll put my logo at the bottom. But I want it to be bigger than anything
a name tag, a logo should identify, not dominate. A logo should be large enough to provide quick identifi cation, but not so large that it overshadows the ad’s message.
� ere’s an old saying that the three biggest factors in real estate are “location, location, and location.” � e truth in that statement goes far beyond the houses and stores in your hometown. � e same can be said of the logos in the ads of your hometown paper.
(c) Copyright 2008 by John Foust. All rights reserved.
E-mail John Foust f or information about his training videos for ad departments: [email protected]
Calendar of Events
10 SAPAToday
A Letter FromOur President
The Importance Of Logo Placement
and your clients. It will also allow you to see how your
SAPA Conference 2008: We
refreshing Asheville, NC on August 22 & 23, 2008 for our Fall Conference. Mark your calendars today. And please give us a call at 1-800-334-0649 or email: [email protected] if you would like more information.
IFPA Conference 2008: Seattle, Washington is the site for the Fall Conference for IFPA, September 24 - 27,
Bellevue. A trip to the Space Needle and dinner there promise a great time.
SAPA Conference 2009: In
located across the street from 4th Street
your calendars now for August 28 & 29,
1-800-334-0649 or email: [email protected] if you would like more information.
2 SAPAToday 11 SAPAToday
SAPA Board of Directors
Past PresidentMike WoodardTuscaloosa Shopper
& ReporterNorthport, AL205-333-7525
PresidentBill Bowman
Up & Coming Weekly
Fayetteville, NC 910-484-6200
Vice PresidentRussell
QuattlebaumSoutheast Sun
Enterprise, AL 334-393-2969
TreasurerTony Onellion
Bargains PlusSlidell, LA
985-649-9515
Past PresidentGreg LedfordShelby Shopper &
InfoShelby, NC
704-484-1047
Board MemberJW Owens
Savannah Pennysaver
Savannah, GA 912-238-2040
Board MemberGarth Hawken
Flashes Shopping Guide
Stuart, FL772-287-0650
SecretaryAlan Lingerfelt
The Piedmont Shopper
Danville, VA434-822-1800
Past PresidentGary Benton
Peddler ADvantageParis, TN
731-644-9595
Past PresidentBrenda Finchum
Coffee County Shopper
Manchester, TN931-728-3273
Past PresidentSecretary
Past President Past President
Mark your calendar today to attend
CAMP SAPAin Asheville, North Carolina on August 22 & 23, 2008
CornerIn each issue of SAPAToday we’ll look at one of the membership benefi ts you receive from the Classifi ed Ad Network (CAN).
Have you ever needed to create a specifi c color for an advertiser? Of course you have. You fi nd the perfect color on your computer. It looks so good on the screen that you know your customer will be happy.
However, when the paper comes back from the printer, the color
looks awful! You need a CMYK Newsprint Color Selector, another membership benefi t from CAN.
Just fi nd the color you want in the CMYK book, show it to your graphic designer and they’ll use the formula below the color chip. If you need new Color Selectors just call SAPA Headquarters at 1.800.334.0649. Ask Vickie, Kevin or Douglas for your new copies and they’ll mail them right away.
Live and Work in Beautiful Savannah Experienced editor needed for two monthly publications in Historic Savannah, Georgia. Morris Multimedia publishes New Homes Resource Guide, a high-end, glossy magazine serving the builder and developer communities in the Greater Savannah area. We also publish a monthly educational resource guide for the pre-k through fi fth grade student.
The successful applicant needs a minimum of two years editing experience as well as photo skills.
For more information and confi dential interview, contact J. W. Owens at Savannah Media. Send cover letter and resume to J. W. Owens, P. O. Box 5100, Savannah, GA 31414, call 912-721-4357 or e-mail [email protected]
SAPATodayBoosting Your Problem-
Solving Skills
The Bi-Monthly Newsletter for the Free Paper Industry March & April|2008
In this Issue:
visit us at www.sapatoday.com
By Tim Smith
Problem solving is closely related to decision making. The processes are much the same. � e � rst step in problem solving is to define the problem, not your perception of the problem, by evaluating the difference between the current situation and the desired goal. In other words, a problem is the di� erence between where we are and where we want to be, or as someone once told me, the di� erence between the goal and the result. � e sooner you observe and correct any deviation between the goal and the result, the smaller the problem will be.
Part of defining the problem is also identifying the causes. At times, the apparent problem is not the real one; it is merely a symptom. � e real problem may be hidden beneath defensive accusations, confusing or incorrect data, complex processes and procedures, no processes and procedures, or poorly constructed
reports. Be sure you address the causes rather than the symptoms, which is easier said than done.
For example, one individual on your team may continually bombard you with questions. You need to ask yourself, is that really the problem? Or is it a symptom of a lack of training? Or are you answering their questions and not having them think through the problem and come up with a solution? Or is the real problem that this person once received a harsh reprimand for a decision and is now hesitant to proceed without prior approval? You can
Southeastern Adver t i s ing Publ i shers Associat ion (800) 334-0649 (888) 334-0649 fax
page 2SAPA Board of Directors & CAN Corner
page 3President’s Letterpage 4Sales Lessons You Have To Learnpage 9Publishers Retreat Successpage 10Calendar of Events & Importance of Logo Placement
Southeastern Advertising Publishers Association
continued on page 4
January 2005Publishers: 4Circ. 80,000
January 2006Publishers: 21Circ.: 420,000
Is on the Grow!Find out why! KIDSVILLE NEWS! IS THE NATION'S FAVORITE AND FASTEST-GROWING CHILDREN’S NEWSPAPER. From a humble but persistent start of four publications just two years ago, to over 100 editions today, Kidsville News! is making an educational impact all across the country. Why? Because children need to read, and Kidsville News! creates new revenue streams and higher profits for newspaper publishers.
With a circulation of 1,280,917, Kidsville News! has proven itself to be a fun and effective learning resource for children, teachers and parents. It is the source for school news, information and local community events, while promoting literacy and the development of good reading habits, character traits and study skills in young children — and Kidsville News! is always FREE!
Discover the revenue and profit potential in your community and explore the Kidsville News! opportunity. Visit us at:FCPNY Annual Conference, March 9-11, Turning Stone NYTCNA Annual Convention, March 27-29, South Padre Island TXSNPA NIE Conference, April 3-4, Raleigh, NCMFCP Spring Confrerence, April 11-12, Des Moines, IowaMACPA Spring Conference, April 11-13, Hershey PANENA NIE Conference, April 23-24, Mystic, CTAFCP Annual Conference, April 24-26, Rancho Mirage, CA
Call today to “get on the grow” with Kidsville News!TM
Contact: Bill Bowman, President [email protected] 910-222-6200 or 910-391-3859
January 2008:Publishers: 100 and growing!Circ.: 1,282,917
3 Facilities 7 Presses 70 Units 12 Folders 3 Inserters 2 Stitchers
Over the past year we have made multiple signifi cant improvements to our three printing facilities; reinforcing ourselves as the region’s most complete resource for shoppers, newspapers, inserts, fl yers, and catalogs. Give us a call to see how our new numbers can help improve yours.
8 8 8 - N o w a t a 1www.NowataPrinting.com8 8 8 - N o w a t a 1
H a r r i s o n , A R | N o w a t a , O K | S p r i n g f i e l d , M O
To advance the free paper industry by providing resources for success and venues for sharing ideas.