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Paciic Northwest Newspaper Association | pnna.com

Paciic Northwest Newspaper Association www.pnna.com

Pacific Northwest Newspaper Association

2015 OficersPresident David A. Zeeck

The News Tribune, Tacoma, Washington Vice President Jill Mackie

The Seattle Times Company, Seattle, Washington Secretary Rowland Thompson

Allied Daily Newspapers, Olympia, Washington

2015 DirectorsNathan Alford, Lewiston Tribune/Moscow-Pullman Daily News, Idaho Tony Baker, The Register-Guard, Eugene, Oregon Rustan Burton, Juneau Empire, AlaskaStacey Cowles, The Spokesman-Review, Spokane, WashingtonChristine Fossett, The Chronicle, Centralia, WashingtonHeather Hernandez, Skagit Valley Herald, Mt. Vernon, WashingtonJosh O’Connor, The Daily Herald Company, Everett, Washington Alice Rogoff, Alaska Dispatch News, Anchorage, AlaskaRufus Woods, The Wenatchee World, WashingtonHeidi Wright, Bend Bulletin, Bend, Oregon

StaffTom Newton, Executive Director, Sacramento, CaliforniaRenée Smith, Director of Meetings, Sacramento, California

Past Presidents 2013-2014 Nathan Alford, Lewiston Tribune/Moscow-Pullman Daily News, Idaho 2012-2013 Patrick Doyle, Anchorage Daily News, Alaska2011-2012 Mi-Ai Parrish, The Idaho Statesman, Boise, Idaho2009-2010 Heidi Wright, Herald and News, Klamath Falls, Oregon 2007-2008 Bob Blethen, The Seattle Times, Washington 2005-2006 Dennis Waller, The Chronicle, Centralia, Washington2003-2004 Rufus Woods, The Wenatchee World, Washington

95th Annual PNNA Summit | September 16-18, 2015

Morning SessionsAll talk sessions take place in the Noble Room on the first

floor of the WAC

Thursday, Sept. 17

Welcome and introductions by David A. Zeeck, PNNA President

9:00 - 9:50 a.m.: Session I: Event Marketing to

Drive Revenue and Engagement

Presented by Eric Johnston, COO, Pioneer

News Group, and Nathan Alford, president and

publisher, Lewiston Tribune.

Eric Johnston and Nathan Alford discuss hosting community-based events to drive revenue, engagement and community beneit.

10:00 - 10:50 a.m.: Session II: Local Minimum

Wage Ordinances and Other Public Policies of

Importance to the Newspaper Industry

Moderated by Rowland Thompson, executive

director, Allied Newspapers of Washington

and PNNA Secretary. Panelists include: James W. Ewert (Left photo below), general counsel,

CNPA; Jill Mackie (C), vice president, public

affairs, The Seattle Times Company; and David A. Zeeck (R), publisher, The News Tribune.

Local agencies in the western states ponder minimum wage hikes, Legislatures iddle with taxes and courts ponder access to public records held on oficials’ personal devices. A terriic panel will discuss all these and other policy issues affecting newspapers.

With lawyers based in Washington,

Oregon, and Alaska, Davis Wright

Tremaine represents large and

small newspapers throughout

the Pacific Northwest.

DWT.COM

Anchorage | Bellevue | Los Angeles | New York | Portland

San Francisco | Seattle | Shanghai | Washington, D.C.

TODAY’S NEWS,

TOMORROW’S

OPPORTUNITIES


www.ownlocal.com

OwnLocal works with more than

2,000 newspapers to power

their digital ad agency services.

E-mail [email protected] to

turn on your digital ad agency

today!

Awards Luncheon

C.B. Blethen

Memorial Awards

Presented by Ryan Blethen

Associate Publisher,

Assistant Managing

Editor Digital, The

Seattle Times

Thursday, September 17

Crystal Ballroom, third loor12:00 - 1:20 pm

The C.B. Blethen Memorial Awards

were created in 1977 to honor one of

the Northwest’s most distinguished

newspapermen.

C.B. Blethen was publisher of The Seattle

Times from 1915 until his death in 1941. He

was known in his community and among his

newspaper colleagues as one who made the

ideals and standards of American journalism

a way of life.

He was knowledgeable in almost all phases

of the newspaper business - as a reporter,

editor, advertising authority, cartoon idea

man, innovator and inventor of mechanical

processes.

In 1987, C.B. Blethen was inducted into

the State Hall of Journalism Achievement

at Washington State University for his

contributions to the profession and his

commitment to the belief that a newspaper’s

first responsibility is to its readers and to the

community.


Jim Clarke regional director

of the West,

Associated Press

MODERATOR

Jake Ellison contributor

Seattle P-I

(The Pot Blog)

PANELIST

Gene Johnson Associated Press

Seattle Bureau

PANELIST

Al Olson

managing editor,

Marijuana.com

PANELIST

ap.org/elections

YOUR DEFINITIVE SOURCE

FOR POLITICAL COVERAGE

11:00 - 11:50 a.m.: Session III: AP HOUR - Covering Pot

Reporting on the cannabis industry amid shifting laws and attitudes.


Afternoon Sessions

1:30 - 2:50 p.m.: Session IV: Digital Horizons

What’s on the horizon in the digital space for publishers? Does it feel like the answer to this changes daily? This diverse panel of experts work with newspaper publishers of all sizes and will share some of the top opportunities (and some of the top things to look out for) as you continue to try to make real digital dollars. The group will also talk in depth about their experiences with media companys’ execution of successful go-to-market strategies.

Amie Stein

director of training

and development,

Local Media Assn.

MODERATOR

Daryl Hively

founder and CEO,

Guarantee Digital

PANELIST

Seth Long

director of digital

media, Sound

Publishing

PANELIST

Greg Swanson

CEO

iTZ Media

PANELIST

3:00 - 3:30 p.m.: Session V: PNNAEA

Advertising Awards

Presented by Christine Fossett, publisher, The Chronicle

(Centralia)

Applaud the winners of the Paciic Northwest Newspaper Advertising Executives Association 2015 Advertising Contest. Awards will be presented in multiple categories.

3:30 - 5:00 p.m.: Session VI: Great Ideas

Roundtable

Hosted by Nathan Alford, editor and

publisher, Lewiston Tribune

Come prepared to discuss and share your best ideas, thoughts and concerns. Bring at least one idea on revenue generation or expense reduction. Please also remember to bring a tchotchke or two from your newspaper or hometown to share as giveaways for the great ideas.

5:30 - 9:30 p.m.: PNNA Awards Dinner and

Reception

Hosted by Rowland Thompson, PNNA Secretary; with introductions by Jim Pollock, regional director, Associated Press; and Jill Mackie, vice-president, public affairs, The Seattle Times Company. The PNNA Awards Banquet features the Cowles Cup Award by Associated Press, the Ted Natt First Amendment Award, the Dolly Connolly Award and more. Keynote James Neff speaks at 8:00 p.m.


James NeffInvestigative Reporter The Seattle Times

Thursday, Sept. 17, Johnson Lobby Lounge, irst loor; 8:00 p.m.

Newzware-PNNA:Newzware-PNNA 8/20/15 2:02 PM Page 1

James Nef is a prize-winning author and editor. He has written ive noniction books, including the critically acclaimed “Vendetta,” an investigative his-tory about Robert F. Kennedy’s war against Team-ster boss Jimmy Hofa, published by Little, Brown & Company in July 2015. His biography of Teamster president Jackie Presser, “Mobbed Up,” was adapted as the HBO movie “Teamster Boss,” and won the Renner

Award from Investigative Reporters & Editors, a 4,500-member nonproit organization that trains journalists worldwide. He served on IRE’s board of directors for a decade, including a term as its president. Since 2001, Nef has been investigations editor at he Seattle Times, where he directed and edited ive Pulitzer Prize inalists and three Pulitzer winners. From 1994 to 1999, he was a professor at Ohio State University’s School of Journalism, running its graduate degree Kip-linger Mid-Career Fellowship Program. He was a reporter and columnist for a decade at he Plain Dealer, in Cleveland, his hometown.

Dinner Keynote

PNNA Awards


Friday Morning SessionsAll talk sessions take place in the Heritage Room on the

third floor of the WAC

Friday, Sept. 18

7:30 - 9:30 a.m.: 10th Annual Madison and

Andersen Awards Breakfast

Presented by Washington Coalition for Open Government in the Crystal Ballroom, third

loor

9:30 - 10:20 a.m.: Session VII: Looking For

Love In Not Enough Places... One Solution

to the Newspaper Industry’s Base Model

Challenges

Presented by Jim Moroney III, publisher and

CEO, Dallas Morning News

10:30 - 11:20 a.m.: Session VIII: Social

Selling for Audience and Advertiser Growth

Presented by Amie Stein, director of training

and development, Local Media Association

Social Selling is one of the year’s hottest buzzwords in the area of sales and marketing. Organizations who have adopted social selling are repeatedly proving to perform better than their counterparts who don’t. Personal branding is more important than ever. What does it really mean and why is it worth adopting for both your advertising and audience development teams?

11:30 a.m. - 12:00 p.m.: PNNA Business

Meeting, Meinest RoomHosted by David A. Zeeck, PNNA President

All members are welcome.

12:00 p.m.: Adjourn.

Speaker Bios

Nathan Alford, is editor and publisher

of the employee- and family-owned Lew-

iston Tribune and Moscow-Pullman Daily

News, serving readers in eight counties

in north-central Idaho and southeast-

ern Washington. Alford has led the Daily

News’ business and news operations for

11 years and assumed the editor and publisher responsibilities for

the Tribune in October 2008, succeeding his father, A.L. “Butch”

Alford Jr., who semi-retired as editor and publisher after 48 years

at the Tribune. Nathan Alford is the fourth publisher of the Tribune,

marking the fourth consecutive generation of family operation and

ownership dating back to its inception in 1892.

Ryan Blethen, assistant managing

editor/digital and associate publisher,

joined seattletimes.com in 2013. Previ-

ously, he served as director of new prod-

uct development, editorial page editor

and editorial writer/columnist. He is a ifth generation member of the Blethen family.

His great-great-grandfather Alden founded The Times in 1896.

Blethen is a graduate of Washington State University and attend-

ed the William Allen White School of Communications graduate

program at the University of Kansas.

Jim Clarke, The Associated Press’ regional director for the

West, based in Denver, has led a wandering life for the news

cooperative for the past 23 years. A Rhode Island native, his time

with the AP has taken him from the farthest stretches of the Aleu-

tians Islands to the Deep South and the Utah desert. He has cov-

ered the Iditarod, coordinated local AP efforts for the 2002 Winter

Olympics and led the work on the Elizabeth Smart disappearance

in Utah and the BTK serial killer case in Kansas. Before joining

the AP in 1993, he worked in Washington, D.C., for The Energy

Daily, covering the nuclear power industry and the nuclear weap-

ons complex. He also worked at newspapers in Fairfax, Va., and

Westerly, R.I.

Jake Ellison been a reporter, editor and newspaper designer

in the Paciic Northwest for 25 years, 15 in Seattle. He began at the Seattle Post-Intelligencer as a news designer and copy edi-

tor in 2009, then moved into reporting as higher education beat

reporter and then morning general assignment. He began report-

ing directly for the website and then in 2008 became an online

news producer. After a brief stint at the University of Washington

when the PI’s print edition closed, he started back in journalism

as the online managing editor at KPLU. He rejoined Seattlepi.

com in 2012 and is now the editor of The Pot Blog, The Big Sci-

ence Blog (syndicated on SFGate.com) and runs the PI’s news

internship program.


James W. Ewert is general counsel and legislative advocate

for the California Newspaper Publishers Association. He advo-

cates on behalf of CNPA before California’s Legislature on issues

relating to freedom of information, media access, workplace rela-

tions, advertising, workers’ compensation and the environment.

Ewert has been successful in getting legislation passed prohibit-

ing the attachment or insertion of hate literature in newspapers,

and another requiring candidates for state ofice to electronically ile campaign inance information and to report that information online. He also has worked on student press law legislation, to

protect college and university publications from censorship and

to prohibit the theft of freely distributed newspapers. Ewert holds

a law degree from Glendale University College of Law and is a

former high school teacher and coach. He joined the CNPA staff

as legal counsel in 1995.

Christine Fossett is president of

Lafromboise Communications, Inc., that

includes weekly papers in Yelm and

Battle Ground, a multi-week paper in

Centralia, a monthly family magazine,

a commercial sheet fed and web press

facility and a sign shop in Centralia. She

also serves as publisher of The Chronicle. Starting with the com-

pany in 1988 as a sales rep, she was privileged to participate in a

PNNAEA session several years later and has been attending the

conference as many times since then as possible.

Daryl Hively, founder and CEO of Guarantee Digital, is a media

veteran of 30 years, including the past 19 in digital. He previously

held senior roles with media companies that included St. Peters-

burg Times, Knight Ridder, EW Scripps and Advance Internet be-

fore founding Guarantee Digital in January 2012. Now in its third

year, Guarantee Digital works in over 100 media partner markets,

providing white label web, social and digital marketing sales sup-

port and as needed, 100% product fulillment outsourcing. A proud strategic partner of the CNPA and PNNA, Guarantee Digital

services include Lead Sourcing, Serious Sales Training & Tools,

In-Market Merchant Events and Sales Support and white glove

customer service.

Gene Johnson started working with the Associated Press in

Concord, N.H., in 1999 after graduating from Boston University,

where he had been the editor of the student newspaper. Some of

his irst assignments involved trailing presidential hopefuls around the state in advance of the New Hampshire primary. After cover-

ing a session of the Legislature, where he was AP’s lead reporter

on impeachment proceedings against the chief justice of the state

Supreme Court, he transferred to Seattle in 2000. He has covered

many topics, but mostly high-proile legal cases, including the pros-

ecution of the Green River serial killer and Staff Sgt. Robert Bales,

who slaughtered 16 villagers in Afghanistan. The more memorable

have included hanging out with drug-smuggling helicopter pilots in

British Columbia and, of course, Washington’s legalization of mari-

juana. Gene lives in Seattle with his wife and two daughters.


Launching a Digital Agency?

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Daryl Hively | 414.234.8529

[email protected]

PROUD STRATEGIC PARTNER

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Current Agency Need a Goose?

Eric Johnston is COO, Pioneer

News Group. He brings over 20 years’

experience in a variety of media disci-

plines and a unique perspective and

passion to the newspaper industry. Hav-

ing served in markets across the country,

his experience includes that of photo-

journalist, specialist, classiied advertising sales manager, audi-ence development manager, digital media business developer

and publisher. Before joining the Pioneer News Group as chief

operating oficer, Johnston served for ive years as the publisher and president of The Modesto Bee and the Merced Sun-Star, Mc-

Clatchy Company daily newspapers located in California’s San

Joaquin Valley.

Seth Long is the director of digital media for Sound Publishing

in Washington State, where he manages digital initiatives for 49

local news and niche content brands. He started working in the

newspaper industry in 1995 as a reporter in Hermiston, Ore.

Jill Mackie is vice president, public affairs, for the Seattle

Times Company. The Seattle Times is the largest remaining in-

dependently owned metropolitan newspaper in the United States.

Mackie oversees the company’s government relations at the lo-

cal, state and federal level as well as strategic communications,

both internal and external. She has successfully advocated for

policy changes on a wide variety of issues including land use,

general business climate, tax and regulatory matters, as well as

issues affecting public access to public information.

James M. Moroney III is the chair-

man, president and chief executive ofi-

cer of A. H. Belo Corporation. He has

served as executive vice president of A.

H. Belo since November 2007. He con-

tinues to serve as publisher and Chief

Executive Oficer of The Dallas Morning News, a position he has held since June 2001.

Al Olson is a veteran digital journalist who has been covering

the marijuana industry for ive years. In August 2014, Olson left NBC News and CNBC to become Marijuana.com's irst executive editor. Olson was a founder editor of MSNBC in 1995. Prior to his 20-year career as a digital journalist, Olson had a 15-year career as a newspaper reporter and editor. He shared in a team Pulitzer

Prize at the San Jose Mercury News in 1990.

Amie Stein, director of training and development at the Local

Media Association, is a 19-year veteran of the newspaper pub-

lishing industry. At LMA, she develops and implements custom

sales and digital training programs for media executives across

the country, as well as speaking and conducting workshops at


various trade organization conferences. In 2014, Stein trained

media professionals from over 300 companies and was a fea-

tured speaker at more than a dozen media conferences. She has

served in leadership positions with multiple media organizations

including E.W. Scripps, Lee Enterprises, Pulitzer and Journal

Register Company. Stein has served as local advertising man-

ager, regional ad director and senior associate publisher. She has

led the advertising operations in virtually every revenue category

including local, real estate, automotive, major/national and re-

cruitment with both large community groups and a major metro

daily.

Greg Swanson is both CEO of itz.media, and general man-

ager for Strategy and Development for 10/13 Communications.

Greg is also an investor/partner in Destination Commerce Corp.,

OneBoat.com, the OBXGuides, Tahoe.com (with Swift Newspa-

pers), and the Foodshed Exchange. itz.media has partnership

agreements with Researchingabox.com, Pulse Research, itz-

digital, and Guarantee Digital. Greg is currently chairman of the

Online Committee of the Inland Press Association. Prior to his

newspaper career, Greg co-founded The Insiders’ Guides, which

grew to be one of America’s largest domestic travel guidebook se-

ries. He was a founding staff member of the Independent Weekly

in Durham, N.C., and at IF Multimedia, an interactive kiosk com-

pany.

Rowland Thompson has been ex-

ecutive director of Allied Daily Newspapers

of Washington since 1990. He previously

was a staffer with the Washington State

House and then the Senate working for

the Democratic Caucuses. Thompson cur-

rently serves as PNNA Secretary.

David A. Zeeck has been president

and publisher of The News Tribune media

company since 2008. As president and

publisher, Zeeck oversees the daily print

and digital business operations in Tacoma

and Olympia, as well as the operations of

the community weeklies in Gig Harbor and

Puyallup and the base newspaper at Joint Base Lewis-McChord.

He also oversees digital media operations that include cars.com

and careerbuilder.com in the South Sound. Before that he was

executive editor of The News Tribune for 14 years. He moved to

Tacoma in 1994, after 20 years at The Kansas City Star as a re-

porter and editor. At The Star, he was an editor on projects that won

Pulitzer prizes for local and national reporting. He is also president

of two regional industry organizations: Paciic Northwest Newspa-

per Association and Allied Daily Newspapers of Washington. He is

a past-president of the American Society of Newspaper Editors.

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Your Peninsula • Your NewspaperServing the North Olympic Peninsula, Washington, since 1916

Local News. Loyal Readers. We Deliver!

CAL W

ESTERN CIRCULATION

MANAGERS' ASSOCIATION

Arizona Newspapers AssociationMontana

Alberta

Oregon

Alaska

Utah

Idaho

Manitoba

Washington

Saskatchewan

British Columbia

NICENorthwest International Circulation Executives

MarketingToday’s

Newspapers

Circulation Sales

• Bounce-back Cards• Bill Inserts • Rack & Corner Cards• Mailers & NCR Forms • Pile Hangers

lcome To Char

95th Annual

Print & Deliver Programs

2015 Schedule Overview

Wednesday, September 163:00 – 5:00 pm Exhibitor Set-Up, Noble Room, first floor

3:00 – 5:00 pm PNNA Board of Directors Meeting, Board Room

5:30 – 7:00 pm Welcome Reception, Top of the WAC

Thursday, September 177:30 am–5 pm Registration Open Foyer

8–8:50 am The Ultimate Breakfast, Sponsored by The Ultimate PrintSource,Crystal

Ballroom, third floor

8:50–9 am Exhibits/10 min. break Noble Room, first floor

9–9:50 am Session I: “Event Marketing,” Noble Room, first floor

9:50–10 am Exhibits/10 min. break Noble Room, first floor

10–10:50 am Session II: “Local Minimum Wage Ordinances and other Public

Policies of Importance to the Newspaper Industry” Noble Room, first

floor

11–11:50 am Session III: AP Hour, “Covering Pot” Noble Room, first floor

12 pm–1:20 pm C.B. Blethen Memorial Awards Luncheon Crystal Ballroom, third floor

1:30–2:50 pm Session IV: “Digital Horizons” Noble Room, first floor

2:50–3 pm Exhibits/10 min. break Noble Room, first floor

3–3:30 pm Session V: PNNAEA Advertising Awards Presentation Noble Room, first

floor

3:30–5 pm Session VI: “Great Ideas Roundtable” Noble Room, first floor

5:30 - 6:30 pm Exhibitor Tear-down Noble Room, first floor

5:30–6:30 pm Reception, Sponsored by Associated Press, Johnson Lobby Lounge, first floor

6:30–9 pm PNNA Awards Banquet; Keynote Speaker James Neff, Johnson Lobby Lounge

Friday, September 187:30–9:30 am WCOG 10th Annual Madison and Andersen Awards Breakfast

Crystal Ballroom, third floor

9:30 -10:20 am Session VII: “Looking for Love in Not Enough Places... One Solution

to the Newspaper Industry’s Base Model Challenges” Jim Moroney,

Dallas Morning News, Heritage Room, third floor

10:30 am–11:20 pm Session VIII: “Social Selling for Audience and Advertiser Growth”

Amie Stein, Local Media Association, Hertiage Room, third floor

11:30 am–12 pm PNNA Business Meeting Meinest Room, third floor

12 pm Adjourn

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