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March 2017

Serving Louisiana

Newspapers since 1880

EDITORIAL: Reporting outside the comfort zone 1B

LEGAL NEWS: Law school loses libel lawsuit 1C

ADVERTISING: Delving into native Advertising? Stick with print1D

he LPA MissionTo unite Louisiana newspapers

as a cooperative association

which creates and fosters an

economic, political and legal

environment where newspapers

can compete and lourish as

providers of information and

information services.

Calendar

March2: Webinar - Best Practices for Public Notice9: Webinar - Saving Public Notices12-18: Sunshine Week22: LPA Board Meeting23: Webinar - Engaging Readers Through Your Editorial Page23: Webinar - Tips to Improve Page Design in Newspapers

April1: Webinar - Staying Positive in a Negative World

July6-8: LPA Convention

For more information on upcoming events please visit: www.LaPress.com

Louisiana PressThe

Sunshine week is March 12-18 Launched in 2005, Sunshine Week has grown into an enduring annual initiative to promote open government and push back against excessive oficial secrecy. Citizens from across the country are now gearing up for this year’s Sunshine Week – March 12-18 – to once again spark a nationwide discussion about the critical importance of access to public information Sunshine Week was created by the American Society of News Editors and is now coordinated in partnership with the Reporters Committee for Freedom of the Press, but freedom of information isn’t just a press issue. It is a cornerstone of democracy, enlightening and empowering people to play an active role in their government at all levels. It helps keep public oficials honest, makes government more eficient and provides a check against abuse of power. You can make a difference in the continuing battle against unnecessary government secrecy. Join us by participating in Sunshine Week. Sunshine

Week Materials and more information are available at sunshineweek.org.

LPA Convention July 6-8 in Biloxi LPA’s Annual Convention is upcoming The Louisiana Press Association’s 137th Annual Convention will be here before you know it. This year’s event will take place July 6-8 at The Golden Nugget Hotel and Casino in Biloxi, Miss., so please save the date on your calendar. Oficers and directors will be elected at the annual stockholders’ meeting. More information will be made available in future issues of The Louisiana Press and also on the LPA’s website at www.lapress.com.

Board of Directors President

Garland Formanhe Bunkie Record

President ElectRenette Dejoie Hall

Louisiana Weekly (New Orleans)

Secretary/TreasurerSam Hanna Jr.

he Ouachita Citizen (West Monroe)

Past Presidenthomas B. Shearman III

American Press (Lake Charles)

Clancy DuBosGambit (New Orleans)

David Francishe Times-Picayune

Darrell GuilloryLouisiana State Newspapers

Wilbur Reynaudhe News Examiner-Enterprise (Lutcher)

Dan Sheahe Advocate (Baton Rouge)

David Specht Jr.Specht Newspapers

Judi Terzotishe Daily Advertiser

•Legislative Committee Co-Chairs

Norris BabinSt. Bernard Voice (Arabi)

Plaquemines Gazette (Belle Chasse)

Sam Hanna Jr.Hanna Newspapers

LPA Foundation PresidentH. Miles Forrest

LPA Past President

Governmental Services RepresentativeC. Kevin Hayes

General CounselScott L. Sternberg

LaPress.com2A The Louisiana Press march 2017

Civility. Reading about the hostile crowds Senator Bill Cassidy is facing at his town hall meetings just makes one ponder, “What has happened to us?” Folks can’t even be civil to each other anymore? We have always been a country with disagreements. Back in the day the British loyalists and the revolutionaries didn’t get along too well either. Of course, they ended up shooting it out and we know how that came out. Hopefully we won’t go that far. As a college student in the ‘60s, with the Viet Nam war in full swing, at least the protests had a point that was easily explained. Young men were being drafted left and right to ight a war where the constraints on using the force to win just added to the daily body counts rather than actually accomplishing anything. Confession, I never quite understood what the Women’s March on Washington, just after the inauguration, was all about. A funny Facebook post had a photo of the women’s march in D.C. overlaid with a sign, “Women marching for rights they already have.” Making my way through the workforce for this past 50 years or so, it wasn’t that I didn’t believe that women ever encountered discrimination, gender bias, or any of the other situations that could crop up, it just seemed to me that professional women of my generation igured out how to deal with it. As the years

wore on, the work place was very much more open to women who ascended to the top spots in Fortune 500 companies. Women were forces to be reckoned with in newspapers early on. Women publishers went back to the 1700’s so to be in the newspapering ield wasn’t limiting in any way. I don’t think Hillary Clinton lost the presidential election because she was a woman. This morning on TV when the announcer was giving the headlines about a Women’s Strike March on March 8, I did a double take, “What now?” At least the explanation for this proposed event makes more sense. From what I’ve read, it’s basically about pay discrimination which still exist in some ields. In fact, Louisiana once again leads the pack. In a story from March of 2016, the Daily Advertiser (Lafayette) reported: Data compiled by the federal government shows Louisiana has the nation’s

404 Europe St.

BY PAM MITCHELLEXECUTIVE DIRECTOR

4 See 404 EUROPE, page 3A

The Louisiana Press 3ALaPress.commarch 2017

404 Europe: Continued...

largest gap in wages between women and men. “According to the U.S. Census Bureau, Louisiana is behind every state and the District of Columbia in gender wage disparity. The data show women in Louisiana earn an average of 65 cents for every dollar paid to men, a wage gap of 35 percent. African-American women in the state earn 49.2 cents for every dollar paid to a non-Hispanic, white male worker. Hispanic women earn 52 cents for every dollar paid to white men.” Senator J.P. Morrell had SB234 in the 2016 regular session to extend pay equality to all workers in Louisiana; current law requires gender pay equity for state/public employees. It went through a few steps in the process but didn’t pass out of

the Labor Committee. Will a strike help alleviate the situation? Probably not, but it is interesting that women are becoming active on the issue again. Back in the 70’s, the Equal Rights Amendment, which was irst proposed in 1923, didn’t pass because housewives were afraid of it. Working women and middle class women often supported it. Women who worked in physical labor related jobs were concerned they would lose some rights afforded to them at the time. Congress had set a ratiication deadline of March 22, 1979. Quoting from Wikipedia, “Through 1977, the amendment received 35 of the necessary 38 state ratiications. Five states rescinded their ratiications before the 1979 deadline. In 1978, a joint

resolution of Congress extended the ratiication deadline to June 30, 1982, but no further states ratiied the amendment and so it did not become part of the Constitution. Several organizations continue to work for the adoption of the ERA.” Will the Equal Rights Amendment surface again? How will it play this time around? Kind of hope I get to see that. The women of the Mississippi Delta back in the 70’s were very divided on the issue and had some very heated debates from time to time. May the discourse stay civil.

-30-

© Copyright 2017

Louisiana Press Association

The Louisiana Press is a

monthly publication of the

Louisiana Press Association

Executive Director

Pamela Mitchell, CAE

[email protected]

Editor

Mike Rood

[email protected]

Contributing Writers

Doug Fisher

John Foust

Ed Henninger

Chuck Nau

Kevin Slimp

Jim Stasiowski

•

Contact LPA

404 Europe St.

Baton Rouge, La. 70802

Telephone: (225) 344-9309

Fax: (225) 344-9344

www.LaPress.com

Louisiana PressThe

From Page 2A

Legal Questions?Is the sherif withholding a police report?

Is the school board meeting in a closed session?Is the mayor giving you the runaround?

LPA can help.A fully searchable version of the LPA Law-Guide is available online.

Visit the LPA Website at www.LaPress.com and access the Law-Guide via the Members Only Page


PersonaLity ProfiLe

1. Name and describe

your irst job: I was 14 years old when I started working at Triangle Drive-In. I waited on customers. I worked there for 3 years throughout high school. 2. Name and describe

your primary mentor: Carol

Brooke, she taught me anything and everything about the newspaper. She inspired me to be the best I could be. 3. What are your favorite things about your job?

Working together with a great

staff. We are truly a family at our paper.4. What is your favorite part of the newspaper? Business

ofice. I have always enjoyed working with numbers. 5. What is the highlight to date of your newspaper career? Meeting new people. One person that stands out is a lady that came in about an obituary. She had just lost her husband of 57 years. She was so upset she could barely talk. We talked for a while and inally we worked together to get the obituary written. We struck up a friendship on that day that lasted until she passed. 6. What are your outside interests? Enjoying the outdoors, ishing and spending time with my grandchildren. 7. What would you do if you couldn’t work in the newspaper industry? I am not sure. I have always wanted to open a business of my own. I think I would open an antique

shop. I love to hunt for treasures and learn about their past. 8. What is the main beneit you derive from LPA membership? The

advertisement program and

guidance from the lawyer. 9. What do you see as LPA’s biggest challenge?

Public Notices remaining in print.

Karen WalkerNewspaper: Amite Tangi Digest, Kentwood News Ledger & St. Helena Echo (Greensburg)

Title: Publisher

Family: Husband David King, 3 Children Amanda Walker, Russell “Bud” Walker and Shiann King and 2 grandchildren Amiah and Alyssee Walker.


LPA is now offering Press Identiication Cards for 2017. IDs will only be issued with photos. Photos may be color or black & white as long as they are in .jpeg format. PricingThe annual press ID fee is $35 which includes up to 10 IDs as a membership beneit. Additional IDs are $5 each. ID purchases will be invoiced to the newspaper/publication's account. Ordering InstructionsOrder forms are available at www.LaPress.com. Mail forms and photos to LPA or via email to [email protected]. Remember, photos should be in jpeg or tiff format. All forms must be signed by the publisher, owner or primary member.

Publisher/Owner ResponsibilityLPA encourages all publishers/ owners to collect the press identiication upon an employee's termination.

Help Support LPA’s Silent Auction LPA needs your help in making the Tenth Annual Silent Auction a success at LPA’s 137th Annual Convention at The Golden Nugget Hotel and Casino in Biloxi, Miss. Proceeds from the Silent Auction beneit the Louisiana Press Foundation which funds educational programs for Louisiana newspapers as well as helping newspapers in times of need, such as following hurricanes Katrina and Rita. LPA is asking members to donate an item from their community or area to the auction effort. Members are also encouraged to seek donations from other businesses and organizations in their area. Donation forms will be sent out shortly. To ind out more about how you can help nor to pledge an item for the auction, please contact Shannon at LPA at 225-344-9309 ext. 104 or (800) 701-8753 or at [email protected].

2017 Press IDs are now available

New Orleans Advocate opens

new building on St. Charles Ave. The New Orleans Advocate has opened a prominent new ofice on St. Charles Ave., creatig a more visible downtown presence for the newspaper. The building houses about 50 New Orleans based journalists and advertising sales staff as well as ofices for the owners and publisher. “Thanks to the overwhelming support of the community, The New Orleans Advocate is on its way to becoming the dominant source of print and online news in New Orleans,” said owner John Georges, who with his wife Dathel, purchased the Advocate in 2013.


Engaging Readers Through Your Editorial PageThursday, March 231:00 – 2:00 PM CST

Award-winning editorial writer Michael Smith of the

Spartanburg (S.C.) Herald-Journal explains how he crafts his editorials, and offers pointers for keeping the

community conversation vibrant, all while maintaining a fast-paced newsroom.

*Registrations received after March 20 are subject to

a $10 late fee. Registration for this program closes at midnight March 22. Log in instructions will be sent 48 hours ahead of scheduled program. If you are interested in participating but are unable to attend the live

webinar, we encourage you to sign up anyway. As part of your webinar package, you will receive free access to the archive of this webinar by registering for the live session.

Meet the Presenters … Michael Smith is the executive editor of the Spartanburg

(S.C.) Herald-Journal, as well as three North Carolina newspapers — the Gaston Gazette, Hendersonville Times-News and Shelby Star. He’s a two-time Best of GateHouse Editorial Writer of the Year, edging out writers from larger papers like the Columbus Dispatch

and Providence Journal for the honor. Independent judges in the 2016 Best of GateHouse contest said this of his writing: “Michael Smith’s editorials cast clear moral purpose in strong language.”

Continuing eduCation

Take advantage of these upcoming webinarsFor more information and to register, visit lapress.com

Helpful HintsWebinars are conducted by a presenter showing slides. The slides will appear through your Internet browser and the audio will be presented through the phone.

Each registration receives one webinar connection link.

After registering for a webinar, you will receive a receipt by email, as well as a second email with the log-in and call-in information. The subject line of the second email will read “Meeting Conirmation.”

If you have not received the email with the webinar access information, be sure to check your spam mail folder as it may have been held up there.

If you need assistance with registration or logging in the day of the webinar, please contact:

Jana Shepherd515.244.2145

Webinar PackagesAre you looking for a more in-depth training program or group of programs to purchase and have to use at your leisure? This is the spot for you then! Previously recorded webinar programs are now available to download through Online Media Campus. Each grouping of webinars is designed to offer multiple trainings on a similar subject.

For more information, visit:www.onlinemediacampus.com/webinar-packages


Continuing eduCation

Take advantage of these upcoming webinarsFor more information and to register, visit lapress.com

Ed Henninger: Saving Public NoticesThursday, March 910:00 – 10:50 PM CST

We used to call them “legals.” and we used to think we’d have them in our papers for…well, for ever. But there are those who’d like to see the “legals” elsewhere.

We’re still ighting that battle. But here’s a new weapon: a design webinar targeted toward Saving Public Notices.

Ed Henninger and Kevin Slimp have been teaming up to address the issue of public notices and this webinar

has been taking the industry by a storm. Ed will discuss “real world” ideas and concrete steps to save and

improve your newspaper public notice efforts. Bring two pens You don’t want to miss this one.

Kevin Slimp: Tips to Improve Page Design in Newspapers

Thursday, March 2310:00 – 10:40 PM CST

Just how much can you learn about page design in 40 minutes? A lot!

Kevin Slimp speaks on this topic at newspaper and magazine conventions throughout North America, and you’ll walk away with lists of tips to make your pages more engaging.

Tim Smith: Staying Positive in a Negative World

Thursday, April 1310:00 – 10:45 CST

Join Tim Smith for his webinar, “Staying Positive in a Negative World.” Tim will teach skills to ad reps who want to stay positive when everything around them seems negative. No one is better than Tim Smith. Join us on April 13.

Jim Beam to be inducted into Political Hall of Fame The Louisiana Political

Museum has announced the

2017 Louisiana Political Hall

of Fame inductees, including

James C. “Jim” Beam. Beam became a reporter

for the American Press (Lake Charles) in 1961. He was promoted to city editor in 1965, to co-editor in 1982 and became

editor in 1992. He began to cover the

Louisiana Legislature in 1968 and since that time he has

written regular political columns

which have won awards from

the Louisiana Press Association,

the Louisiana-Mississippi

Associated Press and the

Louisiana Medical Society. Although oficially retired from his position of editor since

1999, Beam continues to cover

the Louisiana Legislature and

write editorials for the American

Press. Induction activities will take place March 11 at the Winnield Civic Center.

Davis Honored with lifetime achievement award O.K. “Buddy” Davis has been honored with a lifetime

achievenment award by the Football Writers Association of

America. The sports editor of the

Ruston Daily Leader for the past 50 years, Davis was honored with a Distingished Service Award

from the Louisiana Sports Hall

of Fame

“Buddy has always been known for his humble nature and

passion for good journalism,”

said Ruston Daily Leader publisher Rick Hohlt.

“But more importantly Buddy has loved the oopportunities

throughout his 52 years at the Ruston Daily Leader to help athletes to succeed and thrive

in their careers. His work ethic and love of the game is beyond reproach.”

Father Todd begins column Father Todd Wilmer has

begun writing a weekly religious column for the St. Charles Herald Guide (Boutte) called “What a Life?”

Longtime editor joins T-P Opinions team Tim Morris, a 40-year journalism veteran and a news

editor in New Orleans for 24 years, has been named an opinions coloumnist for The

Times-Picayune and NOLA.com.


PeoPLe & PLaCes

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Gloria Huttner Ross,

a former columnist for The

Daily Star (Hammond), died November 21, 2016. She was 92.

editoriaLMarch is...American Red Cross MonthEmployee Spirit MonthInternational Idea MonthInternational Mirth MonthMad for Plaid MonthMusic In Our Schools MonthNational Colorectal Cancer Awareness MonthNational Craft MonthNational Eye Donor MonthNational Kidney MonthNational Nutrition MonthNational Peanut MonthNational Umbrella MonthOptimism MonthPoison Prevention Awareness MonthRed Cross MonthSave Your Vision MonthSocial Work Month1-7 National Cheerleading Week1 Ash Wednesday2 Read Across America Day3 International Ear Care Day National Anthem Day4 National Grammar Day5-11 National Consumer Protection Week6-10 National School Breakfast Week7 Peace Corps Day8 National Proofreading Day9 World Kidney Day11 Genealogy Day12-18 Termite Awareness Week14 Organize Your Home Ofice Day16 No Selies Day17 Freedom of Information Day St. Patrick’s Day18 National Biodiesel Day National Quilting Day21 World Down Syndrome Day23 National Tamale Day30 Doctors Day

march

2017

secTion

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Louisiana PressThe

Newspapers that work hard to ind out what makes their communities tick will win many loyal readers in the years to come. Here are some exercises for building readership. The scavenger hunt. Give reporters a day to do some in-depth research on the community. Not as an assignment which produces a story, but simply as an exercise that gives them a better

understanding of the people and place they serve. Have them hang out at a coffee shop or gossip center for half a day. Have them read books or articles on local history. Get out of your comfort zone. Connect with people who are different from you—someone with a different ethnic or social background. Report on a topic outside your comfort zone. For example, assign a sports story to a city hall reporter. Operation shoe leather. Require reporters to map four city blocks, write down what they see, what strikes them as interesting. Then sit down as a staff and talk about it. Knock on doors and ask people what they think of the neighborhood. This will lead to speciic story ideas and projects beyond the routine. Breakfast with strangers. Schedule regular breakfast

gatherings with people you do not know well, but who strike you as interesting. You will come away with a

better

perspective on the community. Active listening in “third places.” Go beyond reporting at oficial and quasi-oficial meetings. Barber shops, beauty parlors, drug stores, Rotary meetings are places to hear people talk about issues before they crystallize as issues. A local advisory council. Enlist some people you can sit down with and ask, “What do you think of the paper?” Your job is not to be defensive, but to see what you can learn. Focus on newcomers. Do proiles on new people in the community. NYPA NewsBEAT

Reporting outside the comfort zone

LaPress.com2B The Louisiana Press march 2017

Some basic things journalists should know We are in a new world in the

newsroom these days. Editors are being laid off. Reporters are expected to have editing

skills. That copy desk illed with the veterans who knew Wayne Street runs east-west but Wayne Avenue runs north-south – and

who could keep you from making the error – is missing a lot of that

institutional knowledge. Which set me to thinking,

what are the basic things a

journalist should know these

days? I came up with a list that doesn’t include posting photos online or using Facebook or

Twitter, though I would urge you to get to know how to do that,

too, if you don’t. By comparison, these are old-fashioned. They can only help you avoid embarrassing errors, understand when some public

oficial or politician is feeding you a bill of goods or get you to the right part of town more

quickly. You may disagree or have your own favorites. Let me know, and we’ll add them to the list in a future column. So, in no particular order:

Need we say it? Know where city hall, the police station, the courthouse and the jail are. In most communities, they remain the center of the action. Many are no longer downtown. Your state’s approximate population and budget. The population of the main town

you cover or of the metro area, and the approximate population

of the U.S. All allow you to do quick calculations to alert you when someone’s trying to blow numerical smoke at you or whether something you’ve written is out of whack. The last ive U.S. presidents, their parties and roughly what

decade they served in. For instance, most of the 1970s was

Nixon and Ford, most of the 1980s was Reagan, most of the

1990s was Clinton and most of

the 2000s was George W. Bush. Jimmy Carter and George H.W. Bush ill the gaps. And while you’re at it, sock away the names of the last three to ive governors of your state and their parties. And know your mayor’s name. It just looks stupid when you get this kind of thing wrong. Besides, you might win an occasional bar bet. As for just being able to look it up online,

that doesn’t do much good if you don’t know when to look it up. We’re not talking memorization here, but familiarization –

having that little bell go off that

says “I’d better check this.” How many electoral votes your state has and how many it takes to elect a president (270).

Yes, it only comes up once every four years, but from the electoral votes, you also can igure out how many representatives you have in Congress. Every state has two senators, so the number

of electoral votes less two equals the number of House members. What general types of records are available under your state’s freedom of information act and how long agencies have

to respond to your inquiry. And what public bodies must do to

close meetings. The time zones and how far

behind or in front you are from the others across the country. It also wouldn’t hurt to remember your area’s relationship to Greenwich Mean Time. The north-south and east-

west dividing line for addresses

in your town. It will save you time locating places and prevent you from making really embarrassing miscues. Nothing shouts “you ain’t from around here” much more than putting

that house ire in the wrong

BY DOUG FISHERWe’re not talking

memorization here, but

familiarization – having that

little bell go off that says “I’d

better check this.”

4 See FISHER, page 6B

The Louisiana Press 3BLaPress.commarch 2017

A READER EMAILED to mention that I’d recently written a column listing New Century Schoolbook as a typeface to toss, but that I hadn’t suggested a text face that might be better. Good point. So, this column will focus on text typefaces I can recommend. It’s not a long list, and you may have a text face you like that’s not on my list. If so, send me a quick note and I can share some thoughts with you. Here are my suggestions: NIMROD: It’s just a bit more condensed than many other text types, but Nimrod has superior x-height and a stroke weight

that borders on perfection. It’s the one typeface to which I compare all others. When I hear others ooh and ahh about a new

text typeface, I immediately get access to that face, then do a test

comparing it with Nimrod. And every time…every time…Nimrod is larger and easier to read. The

illustration with this column

that compares Nimrod with New Century Schoolbook is a typical example. After 27-plus years as a newspaper consultant, I still recommend Nimrod irst. UTOPIA: Designed in 1989, Utopia has excellent stroke

weight for use on newsprint. It’s easy to read and—like many superior text types—calls little attention to itself. GEORGIA: I heard recently that another consultant said

“You should never use a typeface named after a place.” I’ll disagree here. A good thing about Georgia is that you probably already own it. It’s a good text face and I’ve used it in several redesigns. CHELTENHAM: Originally designed more than 120 years ago, Cheltenham is highly readable with excellent stroke

weight. It’s a bit small, but used at the correct size, this is

a face that will be a comfortable

upgrade for readers. CENTURY OLD STYLE: It’s more condensed than Century Schoolbook and has a more

newsy feel to it. Good balance in stroke weight in many of its characters and a larger x-height

than some other text fonts. BENTON MODERN: I really prefer this for display, but Benton Modern has one clear advantage

over many other text faces: four different weights. Though they’re almost unnoticeable, those weight variations can work

to your advantage. Which weight is best? You won’t know until you test them all on your press. MILLER TEXT: Very traditional looking, Miller Text

is just a bit too wide for my taste, but its classic proportions make

it a delight to read. One text face that will never make my list is Times. It’s too tiny and its stroke weight isn’t as uniform as the fonts above. Though many newspapers still use Times for text, I’m doing my

Text type suggestions

BY ED HENNINGER

4 See HENNINGER, page 5B

At exactly the same size and spacing, New Century Schoolbook appears much

smaller than Nimrod.


The TV commercial, which has run so often that I hit mute and recite all the lines in lip-sync with the actors, uses a fake bank

robbery to allow the uniformed character to explain why he isn’t drawing a weapon to thwart the

bad guys: “I’m not a security guard; I’m a security monitor.” He calmly he tells two incredulous patrons who

dropped to the loor in terror that his job with the bank is simply to alert people when there is a

robbery. In a tone as lat as the two patrons, he says, “There’s a robbery.” The message is that while

some identity-theft services merely “monitor” such thefts, the company paying for the commercial is far superior

because it takes steps to protect

its customers. The little drama touched

a nerve with me because the

public’s disdain for newspapers and journalists often includes

the criticism that we are little

more than monitors of activity in our communities, passive

observers who pass along what

we witness, and that’s the extent of our action. In fact, we sometimes sustain our image as mere “monitors.” If you’re a reporter or an editor, and you recently got a call accusing you of bias, you may have fallen back on the argument that “We

just report the news; we don’t make it.” Poppycock. Any time we dig into

misdeeds, from mere mistakes

to felonies, we are turning such

actions into news, for if the

misdeeds are never made public,

can we really deine them as “news”?

If you wish to get all semantic on me, OK, I’ll accept the argument that everything could qualify as “news,” just as placing your garbage cans out for pickup technically qualiies as “history.” But when we do write about

misdeeds, our goal isn’t merely to inform; our goal is to bring

about change, improvement. Right before New Year’s Day, The Wall Street Journal had a story about victims, people whose inancial reputations were damaged by the unscrupulous acts of Wells Fargo. The story includes this paragraph: “Bank

spokeswoman Mary Eshet said in a written statement Wells

Fargo is contacting customers

identiied by the Journal ‘to ensure we resolve their situations

to their satisfaction.’” That goes far beyond mere monitoring; when newspapers

act, others often follow. When I was a reporter in the 1980s, my editor assigned me to see whether merchants sold

cigarettes without checking IDs,

thus tacitly ushering youngsters into the smoking habit. I thought the idea ridiculous and told my editor so. He prevailed. (Editors seem to do that a lot.) We recruited a sweet-looking

14-year-old girl, a nonsmoker. I drove her from store-to-store, 10 in all, and rehearsed her on

portraying a scared, unsure novice perhaps buying her irst-ever pack from clerks who, by law, were not allowed to sell to

anyone younger than 18. After 10 stops, she had 10

packs of cigarettes. No sales clerk even blinked, and one, the

14-year-old told me, even gave her advice on which brand to

buy. Our hastily hatched sting may have had not the slightest effect

on the subsequent nationwide tightening of the sales-to-teens

laws, but whenever I see one of those signs promising that stores

check IDs for tobacco purchases, I smile. In our news sections, as

Turning actions into news

BY JIM STASIOWSKI

4 See STASIOWSKI, page 6B

That goes far beyond

mere monitoring; when

newspapers act, others often

follow.

The Louisiana Press 5BLaPress.commarch 2017

best to make them rethink that! Other text faces that may be just as good—even better—than

those here. What are you using…and should I add that typeface to the list?ED HENNINGER is an independent newspaper consultant and the Director of Henninger Consulting. Offering

comprehensive newspaper design services including redesigns, workshops, staff training and evaluations. E-mail: [email protected]. On the web: www.henningerconsulting.com. Phone: 803-327-3322.

FREE DESIGN EVALUATIONEd Henninger offers design evaluations—at no charge and with no obligation - to readers of this column. For more information, check the FREEBIE page on Ed’s webs site: www.henningerconsulting.com

Henninger: Top ten design tips

From Page 1B

Americans expect their local

newspapers to be a collection of

all sorts of news and information. Nothing in the Impact study indicates the need to expand

one sort of news to the exclusion

of another. What the research shows,

though, is a strong reader

appetite for news that is intensely local and personally relevant. In recent years, newspapers have focused more and more on

“local news.” What the Impact research shows is that there is

still a large, unrealized potential

for local news of a particular

kind. “Intensely local, people-centered news” ranks at the

top of the list of content items

with the greatest potential to

increase overall readership

of the newspaper. It includes community announcements (including weddings, events,

etc.), stories about ordinary people, and obituaries. This inding conirms earlier research that has identiied local news as newspapers’ unique strength, but it takes it further. It includes “chicken dinner” news-community events but is not limited to events. It includes stories of ordinary people, and it could be reasonably concluded that this extends coverage to other news

topics through their effects on

ordinary people. It also includes obituaries, which at their best

can be engaging stories about

people’s lives. The inding also quantiies the opportunity, which is large, for newspapers that can satisfy readers’ appetite for an intensely local, personally relevant, and people centered approach. Additionally, content analysis found readers’ desire

for more “localness” operating

at another level as well. Newspapers that have more content written in a feature-

style approach are perceived as being more local than those in

which a straight-news approach

dominates. In this way, the fact that a newspaper covers more

“local” news - news of politics,

government, business, sports,

and other topics with a local

focus—does not necessarily result in a newspaper with a local

feel. It is the approach to story-writing that creates the sense of

localness. Another inding—that newspapers with a higher level

of staff-written stories did not

have higher satisfaction levels—

conirms that it is less a matter of who writes the story than how it is written

Michigan Press Assoc. Bulletin

Certain type of local news has the greatest impact


Fisher: Some basic things journalists should know

part of town. And haul out the city map and become familiar with area neighborhoods and

subdivisions. That’s something you still won’t generally ind on Google. Major highways in your area, whether they are Interstate, U.S. or state, and the direction they run. Any odd spellings and pronunciations of major rivers,

roads or other area landmarks. For instance, in Philadelphia, the

river is the Schuylkill (SCHOOL-kill); in Columbia, S.C., a downtown street is spelled Huger

but pronounced HEW-gee; and the South Carolina county

is Horry (or-EE), with no “h” sound. And remember any pairs close in spelling or sound (but not necessarily in geography): Gaston and Gadsden, for instance. It’s a reminder to always double-check them. Finally, here’s a way to help you learn even more about where you live – and maybe discover a

story or two: Park the car two blocks from where you’re going and walk the rest of the way. You’d be surprised what you see and hear. Doug Fisher, a former AP news editor,

teaches journalism at the University of South Carolina and can be reached at [email protected] or 803-777-3315. Past issues of Common Sense Journalism can be found at http://www.jour.sc.edu/news/csj/index.html.

opposed to editorial pages, we

don’t tell readers or civic leaders what actions to take, but we

do more than merely monitor, more than observe. If I spent all those years as a monitor, explain to me why so many people felt aggrieved by what I wrote or edited and called to accuse me of

bias. I blame Teddy Roosevelt and his famous 1910 “Man

in the Arena” speech. TR, an enlightened public servant but

also no slouch at both ego and

self-promotion, was painting

a glowing portrait of himself

and an insulting one of those

who opposed him when he

said, in part: “It is not the critic who counts; not the man who

points out how the strong man

stumbles … . The credit belongs to the man who is actually in the arena … . (W)ho at the best knows in the end the triumph of

high achievement, and who, at

the worst, if he fails, at least fails

while daring greatly, so that his place shall never be with those

cold and timid souls who neither

know victory nor defeat.” “(T)he critic” he excoriated probably was a reporter. As Louis Filler wrote in his book

“Muckrakers: Crusaders

for American Liberalism”:

“Roosevelt was generally held responsible for the appearance

of the muckrakers and identiied with them, despite the fact that

he himself in anger gave them

their opprobrious name.” Most journalists have dared

greatly, and many have fallen short. But very few are either cold or timid, and all have known

both victory and defeat. (Personal to Teddy: You needed an editor. “(N)either” in the last sentence should be

between “know” and “victory.”) THE FINAL WORD: “Opprobrious” means “abusive” or “disrespectful.” Writing coach Jim Stasiowski welcomes your questions or comments. Call him at (775) 354-2872 or write to 2499 Ivory Ann Drive, Sparks, Nev. 89436.

Stasiowski: Turning actions into newsFrom Page 4B

From Page 2B

Law Guide availableThe Law Guide for Louisiana Newspapers is available from LPA. A link can be found at lapress.com. The Law Guide can be downloaded as one complete document or it can be downloaded by individual chapter. If you have any problems accessing or downloading the Law Guide please contact Mike at 225-344-9309, ext. 106 or [email protected].

LegaL news The legal education system has come under intense scrutiny in recent years as schools struggle with placing graduates in an overcrowded job market. Among the main complaints voiced by many are claims of false representations of employment statistics some schools use to lure students each year. Some claim this goes so far as to constitute fraud. One law school in Michigan recently hit back and sued a law irm and a group of bloggers for defamation after serious accusations of statistical misrepresentation. However, a federal judge has nixed the defamation suit iled by a law school against the law irm and bloggers who criticized the institution’s portrayal of its graduates’ employment statistics. In 2011, a law irm represented several recent graduates of the law school who claimed that they were duped into attending the school by its false employment statistics. That original lawsuit was dismissed by a federal judge in July 2012. The judge said that while the school’s employment and salary igures were “vague and incomplete,” the graduates should have relied on more than statistics when making their decision to enroll. Soon after that ruling, the law school ired back, suing the law irm and several bloggers, arguing that online ads seeking potential

plaintiffs contained inaccurate information that damaged the law school’s reputation.

No actual malice The federal court in Michigan recently ruled on the law school’sdefamation claim. Finding that the law school is, at minimum, a limited-purpose public igure, the district court judge ruled that, as a matter of law, the law school could not show clear and convincing proof of actual malice and granted a summary judgment motion by

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Law school loses libel lawsuit

Louisiana PressThe

Undermining Public RecordsAct Exemption As part of an investigation, a Vermont newspaper became aware of several instances of misconduct by on-duty employees of a police department which involved the viewing and sending of pornography on work computers. The newspaper was told that as a result of this misconduct, disciplinary actions had been taken against the employees by the police department. Pursuant to the Vermont Public Records Act, the newspaper requested copies of the police department’s internal records relating to these disciplinary actions. However, the police department denied the newspaper’s request. Following this denial, the newspaper petitioned a local court to order the police department to disclose the requested records.

Personal Records Exemption The police department argued that the internal records requested by the newspaper were not subject to the disclosure requirements set forth under the Public Records Act due to a personal records exemption. This exemption

4 See EXEMPTION, page 2C 4 See LAWSUIT, page 2C

LaPress.com2C The Louisiana Press march 2017

precludes public disclosure of personal documents relating to an individual, including information in any iles maintained to hire, evaluate, promote or discipline any employee of a public agency. The newspaper noted, however, that the personal records exemption applies only when the privacy of the individual is involved. More speciically, the exception applies only to those documents that reveal intimate details of a person’s life, including any information that might subject the person to embarrassment, harassment, disgrace, or loss of employment or friends. In applying the exemption, a court must balance the public’s interest

in disclosure against the harm to the individual. The local court granted the open records requestand the police department appealed to the Vermont Supreme Court.

Privacy Interest As a result of its analysis, the supreme court found that the public had a signiicant interest in learning about the operations of a public agency, the work-related conduct of public employees, in gaining information to evaluate the expenditure of public funds, and in having information openly available to them so that they can be conident in the operation of their government. The court rejected the police department’s position that the

disclosure of the requested records might subject the employees involved in the misconduct to embarrassment, harassment, disgrace, or loss of employment or friends. The employees had little expectation that their actions or identities would remain private when they viewed and sent pornography on public computers while on duty as public employees Moreover, the disciplinary records related to these actionsdid not constitute intimate details of the employees’ lives and therefore involved little, if any, privacy interests. Accordingly, the Vermont Supreme Court ordered the police department to disclose the requested records to the newspaer.

First Amendment COMMENT

Exemption: Undermining Public Records Act Exemption

From Page 1C

the plaintiffs, dismissing the case. As a public igure, the law school bears the burden of showing actual malice in a defamation claim. Actual malice is deined as “knowledge that [a statement] was false or with reckless disregard of whether it was false or not.” Clearly, the judge felt that the law irm’s speech against the law school was not nearly enough of a departure from the truth to meet that high standard. Meanwhile, although the law irm has, so far, had limited success with the litigation it

has pursued against the law school on behalf of individuals allegedly misled by inaccurate statistics about students’ post-graduate employment, the judge offered a strong statement amidst a discussion of non-defamatory hyperbole: “Further, the statement that [the law school] grossly inlates its graduates’ reported mean salaries’ may not merely be protected hyperbole, but actually substantially true.” The law school has vowed to appeal the decision. Undoubtedly, we will hear much more on this case in the near future. In viewingthis decision through the lens of

First Amendment protections, the case sheds considerable light on the classiications of corporate entities, such as law school, operating in a pseudo public role. Although the law school is a corporation, its function makes it a “limited-purpose public igure.” Therefore, any defamatory speech levied against it must reach the actual malice threshold. This decision may very well embolden other unemployed law students or recent law school graduates in bringing similar claims against other law schools.

First Amendment COMMENT

Lawsuit: Law School Loses Libel Lawsuit

From Page 1C

advertisingApril is...Alcohol Awareness MonthDefeat Diabetes MonthDistracted Driving Awareness MonthInternational Customer Loyalty MonthJazz Appreciation MonthMathematics Awareness MonthNational Autism Awareness MonthNational Cancer Control MonthNational Child Abuse Prevention MonthNational Decorating MonthNational Donjate Life MonthNational Humor MonthNational Lawn Care MonthNational Occupational Therapy MonthNational Pecan MonthNational Pest Management MonthNational Poetry MonthNational Youth Sports Safety MonthPet First Aid Awareness MonthPrevention of Animal Cruelty MonthRosacea Awareness MonthSchool Library MonthStress Awareness Month1 April Fools’ Day1-7 Laugh At Work Week Testicular Cancer Awareness Week2-8 Consider Christianity Week National Crime Victims’ Rights Week National Window Safety Week3-7 Undergraduate Research Week6 Drowsy Driver Awareness Day National Alcohol Screening Day National Fun At Work Day7 National Beer Day No Housework Day9-15 National Library Week12 National Licorice Day14 Good Friday16 Easter16-22 National Coin Week18 International Amateur Radio Day National Stress Awareness Day22 Earth Day23-29 National Volunteer Week26 National Pretzel Day28 National Arbor Day

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Louisiana PressThe

So what is this thing called

“Native Advertising”? Is it advertising from the Native American Community? Is it a name that implies the advertiser has deep roots

in the country, like Maylower Moving?

It is a relatively new term for a type of media advertising these days, and frankly, I was a little confused and perhaps behind

the times as to its meaning. I even read a couple articles about it where there were

deinitions, such as: “A form of online advertising

that matches the form and

function of the platform on

which it appears. The word “native” refers to the content’s coherence with other media on

the platform.” Well, that cleared things up. Not. But after much study, research and deep thoughts,

I think I know what it is—it’s essentially advertising on TV, the Internet and in print that looks a whole lot like news

reporting/photography. Check that—it looks

almost exactly like legitimate journalism, but readers/viewers

are expected to be able to tell

the difference because it’s so

positive and fawning about the

product or business that it must

be advertising, and there usually is a teenie-weenie disclaimer

somewhere in a written format

or presented at some time in a

visual format that explains it’s advertising. It can be in the form of a talk show on TV, a Facebook post on the Internet, or special advertising pages or a section in

a newspaper or magazine. To me, it’s analogous to “advertorial,” a term that has

been around a long time and

means: “An advertisement in

the form of editorial content.” I guess the “native advertising” term seeks to

expand that deinition to mean it’s advertorial content blending in with the form in which it

appears—i.e. a Web page, a TV talk show, or as editorial-like advertising content that

appears to be part of the low of a newspaper or magazine. Call it advertorial or native

advertising—either is ine with me, with one caveat. I don’t believe in tricking readers into thinking that either

is news content. That’s crossing the line.

Delving into native advertising?

Stick with print

4 See PRINT, page 2D

LaPress.com2D The Louisiana Press march 2017

A good example is the prestigious

Time magazine where, for

example, you may be reading about Obamacare or the Ebola epidemic, lip the page and then you’re reading a section about the wonderful places and things

to do in a foreign country. The pages look remarkably like the rest of the pages in the magazine

with a tiny (I would guess six point) “Advertising Section” at the top of the pages. In 2015, how does native advertising (advertorial itted to a particular medium) apply to community newspapers? Here are a few random

thoughts:

� In 2016, 90 percent or more of a community newspaper’s revenue came from the print product. If you’re going to use native advertising

to create a new source of plus-

revenue, the best place to do

that is still print. This doesn’t mean you can’t use it via the paper’s website, Facebook, etc., but print remains the place where the money is.

� Native advertising typically requires good writing and photography.

It takes time and payroll and competent employees. Where do the writers and

photographers come from?

Do you assign the news staff to prepare the copy and photographs, and if you do, will that affect the volume of

material they’re producing for

the news product?

Another issue: Does a typical news writer realize he needs to

change the style of writing from straight news to promotional?

� The content for native

advertising can be expensive

when hours of labor are

not only needed for writing and photography, but for other tasks such as planning

assignments and graphic

design. In my opinion, these costs must be igured-in for native advertising to be

proitable for the newspaper. So charge with the additional costs

in mind, not by the rate card. � If native advertising

involves an entire printed

section, expand its audience

by offering it as a free PDF download on your website.

� Here are a few types of clients that could be prospects

for a series of pages or a

special section comprised

entirely of native advertising:-Hospitals or a general medical-

themed section.-Annual reports from city governments or school districts.-All about a major industry in your market, especially when

it observes its anniversary or undergoes a major expansion.-A major business that has

undergone a major expansion,

such as a grocery store or auto dealer.-Individual proiles of churches in your market.

� To help sell native

advertising concepts, present

the client with a spec outline of

the proposed project. Include a inished front page, plus topic suggestions and thumbnail

sketches for inside pages. And, again, because my newsman self can’t emphasize it enough—maintain your editorial integrity by making it clear the pages or section are advertising

content. Ken Blum is the publisher of Butterly Publications, an advising/speaking/publishing business dedicated to improving the proitability and quality of community newspapers. He puts out a monthly free e-mail newsletter titled Black Inklings. It features nuts and bolts ideas to improve revenue and proits at hometown papers. To subscribe to the newsletter or contact Ken, e-mail him at [email protected]; or phone 330-682-3416.

PRINT: Delving into native advertising? Stick with printFrom Page 4D

Without advertising,

a terrible thing

happens...

NOTHING.

See what’s happening

in your association.

Get the latest news

and schedules at:

www.LaPress.com

The Louisiana Press 3DLaPress.commarch 2017

It’s easy (and fun!) to make cold calls, if you warm them up beforehand. How you ask? By exploring your potential advertiser’s web site and social media offerings AND by visiting your potential advertiser and by being prepared BEFORE making your initial sales contact. The ‘Recon Mission’ strategy will warm up your cold calls, enabling you and your newspaper to present a well thought out,

informative and well received

encounter that ultimately will be more successful for BOTH your potential advertiser

and YOU! Reconnaissance ... “an exploratory examination or survey, act of obtaining information regarding position,

strength....” That’s right. On your recon mission your objective is NOT to make initial contact or get acquainted, your objective is to gather information, to learn

more about, and further qualify your potential advertiser. The ‘Recon Mission’ is a two fold endeavor … initially taking place online where you investigate, review and learn

about your potential advertiser’s possible search (web site), email and social media marketing and

promotional efforts. What are the irst impressions you encounter when exploring your potential advertiser’s various endeavors online? Do they enhance your potential advertiser’s image? Are they informative, timely, and

easy to navigate? Do they contain and enhance various value and

beneits offerings or do they

just outline basic features (e.g. location, hours)? Once you have completed your online research you are ready to move to your recon mission’s second step … The next ‘Recon Mission’ exploratory strategy takes place at your potential advertiser’s place of business. Visit your potential advertiser, look around

and walk around (eyes to see and ears to hear), asking yourself these questions: What image is this retailer conveying? What’s the store’s appearance, inside and out? Who are the clientele?

What’s the customer service like? What is the depth, variety,

and look of the merchandise?

Is the store signage welcoming (No - No - No?), promotions prominently displayed, and recent advertising efforts or

campaigns displayed? As you gather your information, a picture of your potential advertiser should

begin to form. Did your earlier steps of qualifying this potential advertiser prove accurate?

During your twofold recon mission, did you pick up some new ideas or competitive

information that will help you

‘Warm Up Your Cold Calls and Have More Fun!’

BY CHUCK NAU

As you gather your information, a picture of your potential advertiser should begin to form.

4 See NAU, page 6D


Advertisers are guaranteed presence in the “Hurricane Survival Guide” published and distributed four times per year by The News Herald in Panama City, Fla. but they could appear more often if the hurricane season is active in the Gulf of Mexico. The News Herald pre-sells four editions of its guide at once each year, printing about 120,000 copies. It distributes a batch of the guides on May 31; the irst day of hurricane season. The second batch goes out at the end of June. Then, depending on when hurricanes develop in the Gulf, a third batch typically goes out around August, followed by a fourth in October. Advertisers in the guide also appear on a hurricane-tracking map, which is printed on heavy Kraft Wrap paper the size of a broadsheet. If the region experiences an active hurricane season, the map is distributed with every hurricane warning, sometimes holding inserts. “We use it like a jacket,” says Pam Gregory, advertising director. “It also goes up online.” Although Florida is prime hurricane territory, the idea can be

adapted to just about any natural weather disaster, Gregory says. “Whatever your weather problem is you can use it for that,” Gregory says. “Anybody can take this idea and use it for any type of catastrophic weather condition; just adapt it to your area, whether you get earthquakes, ires, tornados or even bad snow storms.” The magazine-style section, which typically has 48 to 56 pages, brings in about $40,000 in revenue each year. “It’s a great thing because the sales force goes out one time and sells it, but money comes in for four months,” Gregory says. The News Herald gives advertisers the option of paying up front in May with a discount for the entire run or advertisers can divide up their payments over three or four months. “We set up a system to make it affordable for them,” Gregory says. The paper started printing hurricane-tracking maps more than 10 years ago. The inserts originally garnered one big sponsor, with a map on one side, and information about how to prepare for hurricanes on the other side—with the sponsor’s

ad. Then, about three years ago, the paper decided to expand the idea into a special section. “I talked with editorial about informing the public more about how to prepare,” Gregory says. “They had just attended a conference in (pre-Hurricane Katrina) New Orleans that talked about this, so they were eager to do more.” The special section typically has a full-color, glossy magazine cover, but the paper scaled back this year and used newsprint on the front. The inside pages are always newsprint. “The market dictates whether we go with a glossy cover or not,” Gregory says. Enthusiasm among advertisers for the special section ebbs and lows with the weather activity during hurricane season, Gregory says. If there haven’t been many hurricanes in the region in the past year or so, advertising interest slows down. But when hurricanes start hitting, business is booming. “On the upside, we’re glad not to have a hurricane, but on the downside, it ruins my revenue!” Gregory says. Big Ideas

Hurricanes and Ads

A recent study found that a ive percent increase in customer retention can create a 75 percent increase in that customer’s net value to your company. While extensive customer relationship management (CRM) technology can help you track buying habits and identify patterns that help you make predictions about your customers, the best CRM techniques aren’t technological but personal. Here’s what to keep in mind.

� Emphasize a win/win attitude. Look at business through

your customers’ eyes. In every interaction, you and your sales team should concentrate on helping buyers with their goals.

� Select your customers carefully. Make sure the customers you do business with have values and principles that you can support. While it’s dificult to turn away any willing customer, try to build longstanding relationships only with customers who can help you as much as you can help them.

� Simplify everything. Streamline your sales and service

procedures so you can respond quickly and eficiently to customer needs. The fewer distractions and obstacles that stand in the way of your customers’ satisfaction, the more likely they will want to continue doing business with you.

� Communicate clearly. Customers appreciate honest news, even if it’s bad. Trying to hide the facts will only poison your relationship. Strive to keep the channels of communication open and uncluttered no matter what.

Sales & Marketing Report

Create a loyalty bond with your customers

The Louisiana Press 5DLaPress.commarch 2017

NAU: ‘Wake Up Your Cold Calls and Have More fun!’From Page 4D

with your other clients? Have you begun formulating what beneits your newspaper offers that will match the needs or goals of this potential advertiser? Your answers to all of the aforementioned questions will help you plan your strategy and better prepare you for your initial meeting with your potential advertiser’s decision maker, owner, or manager. Your irst meeting, your cold call (and your likelihood for success) is warmer due to the fact that you have some information, you know a little about what your potential advertiser wants to achieve, and you have had the opportunity to at least think through some possible matches between your newspaper’s beneits and your potential advertiser’s goals. YOU ARE CONFIDENT about what you will achieve during this initial meeting. Be careful, don’t be too conident, we’re not selling yet. We are still gathering information. In preparation for your cold call, ask yourself what your objective is and what questions you are going to ask, not what you are going to tell or sell. Envision what your potential advertiser will be thinking as you enter his or her place of business. Who is this person? Why are they calling on my business or me? What does this person have to offer to help me with business, being successful, or solving my problems? As you walk into your potential advertiser’s place of business ask to speak to the owner or manager. Once that person

(or the key decision maker) is identiied, address them by name, and introduce yourself, your newspaper, and your intentions (Good Morning, Katie. My name is ____, with ______, do you have a moment to talk about newspaper/media advertising?). If your prospect says no, ask when a convenient time would be (tomorrow? 2:30?), and set up a subsequent appointment BEFORE you leave. Give your potential advertiser a copy of your paper and a business card. If your prospect has immediate time available, attempt to direct him/her away from potential interruptions (to the back room or an offsite location). Begin your conversation with informal icebreakers and casually volunteer some of the information you have already gathered (I was in three days ago and noticed...). Don’t sell yet! Selling too soon only raises objections. Continue to gather information. Listen to your potential advertiser, listen for needs, and plan to match your newspaper’s beneits to your potential advertiser’s needs. As your potential advertiser mentions a need (we want to reach homeowners), match it with a beneit your newspaper offers (71% of our readers are college educated homeowners). Ask questions. Gather information. Remember to keep this irst meeting short. Tell your potential advertiser you would like to set up a subsequent appointment to gather more information or to come back with some ideas, suggestions, and recommendations (and proof) showing how your newspaper

will meet his/her needs, goals, or basically be a resource to him/her. Follow up is critical! After your cold call, send a handwritten thank you note (… anyone and everyone sends one via email) to your potential advertiser thanking him or her for their time, reiterating one or two points, and conirming the time of your next appointment. Remember, you are building a relationship. The more information about your potential advertiser that you assemble the easier it will be to match needs and beneits. YOU are in charge of building and keeping the relationship moving forward to a successful partnership between your potential advertiser’s business and you and your newspaper. Have FUN and good luck!

© Murray & Nau, Inc.Chuck Nau of Murray & Nau, Inc. is a Seattle area based publishing consultant and sales and management trainer. He has been a speaker for and conducted advertising, marketing, management and sales training workshops with newspapers, niche publishers, publishing groups and press associations, throughout North America. Comments and questions are welcome and may be directed to Chuck via email: [email protected]. or at (425) 603 - 0984


Keep ‘em talking and learn more Lori told me about some

simple techniques she uses in advertising presentations. “Once the other person mentions

a problem,” she said, “it’s important to slow down and

show some restraint. A lot of sales people are conditioned to

pounce on the slightest opening

and shift the conversation. They can’t wait to talk about the ways their products can solve the

problem. For example, if the prospect says, ‘My advertising is not generating enough rafic on weekends,’ the sales person is tempted to jump in with a

suggestion to run more ads on

weekends. “That’s a bad move,” she said. “Although that kind of instant-

answer approach may seem like good idea at the time, it’s too early to propose a solution to the problem. So instead of expressing an opinion, I encourage the other person to continue talking. That keeps them on their train of

thought. The more they talk, the more I learn. And as a result, I might ind out that their weekday trafic has been declining along with the weekend business. That would call for a different

solution. “To keep them talking, it

helps to use a minimum number

of words, sometimes just one

or two,” she explained. “I’ve learned some techniques from sales seminars and books, but

I’ve also picked up ideas by watching good interviewers on

television.”

Lori knows the importance of

looking below the surface. Here are some phrases that work:

1. Say “that’s terrible” or that’s awful,” when a problem is mentioned. Say “that’s good,” when the news is positive. These simple phrases can help

you get in step with the other person. “When you agree with what they’re saying, they usually keep right on talking,” she said. “You’re sympathizing with their bad news and giving them a

verbal high ive for their good news.” 2. Repeat their last phrase as a question. This is a well-known technique that has been around for years. When you hear, “We’re not getting enough weekend trafic,” say “You’re not getting enough weekend trafic?” and raise your voice on the last word to emphasize the question. That’s less formal than saying, “That’s an unusual statement. I’d like to know more.” 3. Say “How do you mean?” instead of “What do you mean?” Although your old grammar teacher would scold you for using “how” in place of “what,”

“how” is a friendlier way to ask for more information. “What do

you mean” can sound abrupt and defensive. 4. Say “Hmm.” “Crazy as it sounds, this is one of the best

ways to keep the momentum going,” Lori said. “Think of all the different things you can express with ‘Hmm.’ With different inlection, you can convey agreement, happiness, surprise, sympathy or sadness. “All of this is intended to

help them lesh out problems. As the conversation moves along,

you can ask some questions to tighten the focus and help them

see the long-term implications

of their situation. Then you’ll be in a better position to propose a

solution.” Hmm. That’s good.

© Copyright 2017 by John Foust. All rights reserved.

John Foust has trained thousands of newspaper advertising professionals. Many ad departments are using his training videos to save time and get quick results from in-house training. E-mail for information: [email protected]

Ad-libsBY JOHN FOUST

“What do you mean”

can sound abrupt and

defensive.

teChnoLogy

Convention season is an

interesting time in the life of a

speaker. Most years, I’ll travel directly from one convention to the next between late January and June. Some years, the travel doesn’t slow until July or August. I’ve purposely cut my travel this year, to make time for a couple of new projects

I’ve begun. That’s a primary

reason I’m enjoying convention appearances so much this year. I just returned from Columbus, Ohio, where I spoke to the Ohio Newspaper Association. Actually, I believe they oficially changed their name a few minutes before I came to the stage. Either way, they are still “ONA.” After more than 20 years

of speaking, you would think I would be past being suprised by audiences. It’s become the norm for groups to add seats at the

last minute when I’m speaking about the state of newspapers,

but it still surprises me for some

reason. A steady stream of attendees lined up to ask for a few moments

to visit following my speech. With ive hours to kill before my light home, I offered to ind a place near the registration table

to meet with folks for a few

minutes each. I attempted to spend as much time as possible answering the

questions of each person, while cognizant others were waiting in

line for their turns. I can’t tell you how much

BY KEVIN SLIMP

4 See SLIMP, page 2E

What I learned in OhioVisit with newspapers in Buckeye State cures my winter “funk”

[email protected]

newspaperacademy.com

Online Trainingfor Newspapers

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LaPress.com2E The Louisiana Press march 2017

Slimp: What I learned in Ohio

it pleases me to meet with

publishers and others who see a

real future for their newspapers

and attend conferences, classes,

read journals and even stand in

line to gain insight into ways to improve their operations and

products. What was on the mind of

Ohio’s newspaper leaders? The discussions varied, but

most centered around ways to improve their newspapers and

the methods used to get them

out. “Should we outsource our ad

design?”

This came up more than

once. At one point, a group of us gathered around a table

and discussed options to

get the best results for their

small community papers. The possibility of a joint “co-op,” where small newspapers in

adjoining communities might

work together, giving them more

control over the creative process

while sharing in the expenses

came up. We discussed the best

options for outsourcing, for

papers who feel this is the best

option for them. Should they use designers who are part of a

huge national group, a company outside the country, or a smaller group who might offer more

personalized attention?

Should we keep everything “in house,” inding ways to combine different areas of pre-

press production that beneit

our papers?

Like most important

questions in life, the quickest answer is often not the best. I reminded publishers to consider long-term effects of

their decisions. Are we risking long-term success for the sake

of short-term savings?

A new publisher asked advice

about several areas, including

the design of the paper itself. I suggested taking advantage of

as much reading, online training

and local training opportunities

as possible. The publisher of a community newspaper wears many hats and it’s easy to become overwhelmed by the sheer amount of added work

when the job title changes

from editor, or ad manager, to

publisher. Several editors and

publishers asked me to look

over their papers and make

suggestions. I laughed when one said, “Wow! You’re really good at this.” I told her it was like anything else. After you’ve done it a few thousand times, you get pretty good at it. What did I take away from my day in Columbus? Ohio is an interesting place to be in the newspaper business.

There are several big cities,

meaning there are more metro

papers than in most states. Like most places I visit, large papers are trying to ind new ways to attract advertising dollars and readers. When asked, my advice was to remember what readers want,

because readers and advertisers

go hand in hand. Smaller papers have their

own set of issues. For the past century or more, newspapers in smaller communities have dealt

with many of the same issues as their larger counterparts. In addition, competition from nearby metros looking for new readers is increasingly creating more competition between

metros and nearby community papers. I was glad to see ire in the belly of Ohio’s newspaper community. I visited with reporters who are passionate

about their calling, editors and

ad managers serious about

improving their products and

service, and publishers who still

feel conident about the future. Convention season always seems to come at the right

time. After spending a couple of months working from my ofice, convention season reminds me

our industry is alive and well, and will be for decades to come. That’s one reason I love my job so much. Kevin Slimp is CEO of newspaperacademy.com and director of The Newspaper Institute. Contact Kevin at [email protected].

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I told her it was like anything else. After you’ve done it a few thousand times, you get pretty good at it.

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