the
Inlander
JA N U A R Y 2011 | V ol. 25 , N o. 1
Preserving advertising revenue as competition grows t raining
By Michelle Finkler
ASSOCIATE EDITOR
Non-newspaper sales people are
approaching your advertising cli-
ents an average of 22 times a month,
according to research conducted by
ITZBelden.
“That includes Groupon, Living
Social, mobile sites, somebody in-
side a garage who’s got a cool idea
for your town—all kinds of peo-
ple,” said Greg Swanson, president
of Portland, Ore.-based ITZ Pub-
lishing, which conducted the re-
search in partnership with Belden
Interactive, also based out of Port-
land.
“Out of the 22 people who asked
to give a pitch, our local retailers
are taking about seven of those
calls,” Swanson said. “What’s go-
ing on here is our advertisers are
being educated about twice a week
about ways they should advertise,
and we’re either helping them fig-
ure out what to do on the basis of
what they’re hearing or we’re
not.”
Unlike other studies that survey
businesses in general, the ITZ-
Belden research is based on actual
newspaper contacts. The findings
are based on input from 2,840
small- and medium-sized busi-
nesses identified as advertising
clients or prospects for the local
paper. The advertisers agreed to
participate in the study, which was
completed in September 2010,
upon an invitation by 81 newspa-
pers in 40 states.
Newspaper sales reps who are
not conversant with the various
products that are constantly being
pitched to your customers and the
wide range of advertising options
they have, undermine your ability
to sell solutions to local business
READY TO HIRE? READ THIS
R emove th e b arriers to h iring th e
‘b est and th e b righ test’ w ith th ese
proven tips.
PAGE 9
Inland
knowledge fornewspapers
Mailed Monday, Dec. 27, 2010, from Sterling, Ill.
Inform post office if it arrives after Jan. 10.
U n d e r Sie g e “I just wanted to send you a
quick note to compliment Inland
Sa le s p itch e s fro m n o n -n e w sp a p e r a d v e rtisin g sa le s p e o p le
on a Webinar. It’s almost like
N one 7% bits and pieces of great informa-
tion we have received through
1 to 4 50 % many Inland seminars all came
together for us through the In-
5 to 9 22% land Webinar, “A Close Exami-
nation of the Agency Approach
for Sales Force Organization,”
10 to 14 9%
with Greg Swanson. Our group
spent another 30 minutes brain-
15 to 19 3%
storming after the session and
came out with a shared focus for
20 to 24 2%
improvement for our sales reps
and, most importantly, our cus-
25 to 29 2%
tomers. It will take time and a
lot of work, but our team seems
30 to 4 9 1%
to be on a common path to real-
ize improvement. Thanks for a
50 o r m o re 2%
job well done.”
Do n ’t k n o w — Jeffrey N. Evans, publisher,
/ N o t su re 3% Ludington (Mich.) Daily News
0% 10 % 20 % 30 % 40% 50 %
Jan. 13 | Webinar
In Septemb er 2 0 10 , ITZ Pub lishing and Belden Interactive completed a survey of small- and medium-sized b usinesses in
active correspondence with local newspapers as advertising clients or prospects. This graph shows data in response to this De m y stify in g
q uestion: “In an average month, with how many advertising sales people do you speak, in person or on the phone, among Dig ita l Sa le s fo r
these in-coming efforts?” On average, b usiness owners receive 2 2 approaches a month and listen to pitches from seven of
those approaches a month. L e g a cy Prin t Te a m s
SO U R C E : ITZ B E L DE N | G R A P HIC B Y : MIC HE L L E F IN KL E R This Inland Webinar will help take
the fear factor out of online ad
programs for traditional print reps
“because we look like we’re lim- other mediums to advertise besides question is, what other products can who still feel more confident sell-
ited consultants,” Swanson said. the print newspaper; 14 percent use we offer to get some of those $6?” ing print over digital ads. Topics
Sales reps need to identify all of two other mediums and 15 percent covered will include simplifying
N ew m o d el the sales process; comparing and
the different products available in use six to nine other mediums. contrasting the online vs. print au-
their markets and understand how What it boils down to is that The solution isn’t giving “a dience; targeting other media for
they are being sold, he said. newspapers get almost 30 percent whole bunch more stuff for our real incremental revenues; and de-
“If we’re not selling keywords in of the local businesses’ total spend- sales people to sell,” Swanson said. mystifying online terminology.
WITH SC OTT ROSEN BERG, DIGITAL
search, if we’re not selling e-mail ing. Online, the percentage is even The answer is to restructure your M ARKETIN G SPEC IAL IST,
push, if we’re not helping facilitate smaller. sales organization to more resemble STRATEGY2 DIGITAL , C RYSTAL L AKE, IL L .
map-based advertising, if we’re not “If we ask them how much an agency model, with smart bun- Jan. 26 | Webinar
selling mobile and video ads, if they’re getting in online advertis- dles based on business category, he
we’re not selling the things they’re ing, it is 13 percent of total spend- said. ITZBelden data of business Write Tig h te r a n d Fa ste r
buying, all we know for sure is that ing,” Swanson said. “The maximum owners’ interests can serve as a di- With a little planning and a bit of
deconstruction and focus of your
this money is going to someone we’ll be getting between our print rectional aid for newspapers as they story idea, you’ll write more effi-
else.” product and online product is some- decide what offerings should be in ciently. You’ll also learn to use
According to ITZBelden, 45 per- where around 40 percent of their powerful words and fewer awk-
cent of businesses use three to five spending, or $4 out of $10. The ADV ERTISIN G : CON TIN U ED ON PAG E 11
ward transitions in a session that
will improve your story lengths
and writing speed.
WITH KIM STRON G, DIREC TOR OF BU SIN ESS
C OM PETITION HEATS U P FEL LOWSHIP PROGRAM DEVELOPM EN T AN D WRITIN G C OAC H, THE
A O L ’s P atch joins th e fragmented W h y a W ick C ommu nication’s w eb PATRIOT-N EWS, HARRISBU RG, PA.
media landscape in search of local developer h as a strong passion for
advertising dollars. new spapers. A dditional training information on pages
17 or visit InlandP ress.org. Select “E vent
PAGES 12-13 PAGE 14 R egistration” u nder th e “Training” tab .
 N ew s in B rief
the Inlander Send item sto inland@ inlandpress.org

M ediaQ u o t e
“The localnewspaperand itsassociated website m ay not RE AD E RS H IP S URV E Y: S eventy -
78 p ercent

Q u ic k S t at
be perfect when it com esto presenting inform ation eight p ercent of readers read
knowledge fornewspapers m ost or all of their com m u nity
objectively,but they do represent at least the attem pt to
understand the m eaning ofthe inform ation they publish new sp ap ers— and of those w ho go online for local new s, 55
p ercent fou nd it on the local new sp ap er’s w eb site,
V O L . 25, NO . 1 | JANUARY 2011 and to present inform ation in a clear,usefulcontext.”
com p ared to 17 p ercent for sites su ch as Yahoo, M S N or
Jim S lu sher, assistant m anaging editor for O p inion, D aily G oogle.
701 Lee S t., S u ite 9 25, D es Plaines, IL 6 0016 | (8 47 ) 79 5-038 0
H erald, Arlington H eights, Ill., w riting ab ou t W ik iLeak s SO URC E : NNAW E B .O RG
Fax (8 47 ) 79 5-038 5 | inland@ inlandp ress.org | InlandPress.org

INL AND E R STAFF B rokerage think s interest in AB C p artnership enab les

Ad o lfo M e n d e z
E D ITO R
K a rla Z a n d e r
C IRC UL ATIO N M ANAG E R b u y ing p ap ers is on the rise au dits of m ob ile au dience
A slowly recovering economy, improving ad revenues The S chaumburg, Ill.-based Audit Bureau of Circulations’
M ich e lle Fin k le r K a th y K o e rlin and “great values” are beginning to create strong buyer inter- interactive unit, ABCi, is teaming up with Toronto-based
ASS O C IATE E D ITO R E D ITO RIAL ASS ISTANT est in newspapers, according to Cribb, Greene & Associates, Polar Mobile to provide independently audited mobile usage
The Inlander is the official p u b lication of the Inland Press Association.
a newspaper brokerage firm based in Bozeman, Mont. data from smartphones, tablets and mobile browsers for
It is p u b lished 12 tim es a y ear. The Inlander is p rinted b y S haw Managing Director John T. Cribb said values are in the publications in the U .S . and Canada.
C om m u nity New s G rou p , S terling, Ill. Pap er su p p lied b y PAG E C o-op , 3x to 6x trailing the 12-month range of earnings before inter- Audited mobile application usage figures can be reported
K ing of Pru ssia, Pa. est, tax, depreciation and amortization (EBITDA). He said on ABCi’s new “m.Audit” report, which tracks mobile audi-
D IS C L AIM E R: C olu m ns and artic les do not rep resent the op inions of most sales are seller-financed, but that buyers are more con- ence by device type or operating system, mobile audience by
Inland Press Association or its m em b ers or of the Inland Press Fou ndation. fident in their ability to secure bank financing. day, audience access points—apps on tablets, smartphones—
S u b m issions from law firm s do not constitu te legal adv ice or op inions.
They are intended for general inform ation p u rp oses only.
Buyers want “quality and synergy,” and they’re also look- unique devices and page views by section, and the number
ing to time a purchase in advance of a strong rebound in the of time readers shared content via e-mail or Twitter.
TH E INL AND PRE SS ASSO C IATIO N advertising industry, which would result in greater competition According to a recent ABCi survey, the mobile market is
The Inland Press Association is a not-for-p rofit organization ow ned b y from other buyers, he said. “This is a change that we believe becoming increasingly important to content providers, with
its m em b ers and op erated b y a volu nteer b oard. D u es are am ong the is the beginning of sustainable buyer interest,” Cribb said. almost 9 0 percent of publishers saying their publication was
low est in the indu stry, ab ou t $ 30 p er thou sand circu lation for dailies, paying more attention to the mobile market this year than
$ 125 flat rate for w eek lies. The Inland Press Fou ndation assists w ith
last. S eventy-nine percent of larger newspapers are format-
continu ing edu cation p rogram s for new sp ap er em p loy ees. New C entu ry Press acq u ires ting their sites for mobile devices.
R a y C a rlse n T im M a th e r Flatland Pu b lishing in N.D .
AC TING E X E C UTIV E D IRE C TO R
inlander1@ aol.com
FINANC IAL STUD IE S M ANAG E R
tm ather@ inlandp ress.org New Century Press Inc., headquartered in Rock Rapids, M edill exam ines how to m ake
T ra cy M cM a h o n
AC C O UNTING M ANAG E R
Ad o lfo M e n d e z
PUB LIC ATIO NS E D ITO R
Iowa, has acquired Flatland Publishing Inc., which pub-
lishes the Steele County Press in Finley, N.D., and the Griggs
hy p erlocal sites m ore relevant
tm cm ahon@ inlandp ress.org am endez@ inlandp ress.org
County Courier in Cooperstown, Iowa, as well the com- Local journalism sites must know their audience, make
Pa tricia S lu sh e r M ich e lle Fin k le r
PRO G RAM D IRE C TO R ASS O C IATE E D ITO R pany’s advertising specialties division. revenue a priority and engage their audience in new ways
p slu sher@ inlandp ress.org m fink ler@ inlandp ress.org Jon Flatland, owner and president of Flatland, said the if they’re to become more relevant in their communities.
Ela in e M . L a n g e K a th y K o e rlin new owners have extensive experience in specialty publica- Those are the three key findings in a study conducted re-
ASS ISTANT PRO G RAM D IRE C TO R ASS ISTANT O FFIC E M ANAG E R tions, particularly those geared toward tourism and eco- cently by 15 graduate students at the Medill S chool of Jour-
elange@ inlandp ress.org k koerlin@ inlandp ress.org
nomic development. nalism in Evanston, Ill.
K a rla Z a n d e r Julie Bergman of W.B. Grimes & Company in Gaithers- The students focused on audience research, business and
B US INE SS RE S E ARC H M ANAG E R
H UM AN RE SO URC E S burg, Md., represented Flatland Publishing in the sale. advertising, and technology. They chronicled their work on
k zander@ inlandp ress.org a class blog, LocalFourth.com, and produced a 7 2-page re-
port documenting their findings and recommendations. The
INL AND E X E C UTIV E C O M M ITTE E Jou rnal Register’s new era report can be accessed at http://bit.ly/Local-Fourth-Final-
C h a rle s Pittm a n
C H AIRM AN
L lo y d C a se
ASS O C IATIO N V IC E PRE S ID E NT
for com m u nity jou rnalism Report.
S chu rz C om m u nications Foru m C om m u nications
The Yardley, Pa.-based Journal Register Company re-
M ishaw ak a, Ind.
K a th le e n B a lla n fa n t
Fargo, N.D .
Ju lie In sk e e p cently opened a new newsroom that’s designed to encourage M ediaNew s G rou p su es
ASS O C IATIO N PRE S ID E NT
Resp onsive M edia
FO UND ATIO N PRE S ID E NT
Jou rnal G azette
“the audience we serve to participate in the newsgathering
process and to work with our professional journalists to ad-
to enforce cop y right law
B ellaire, Texas Fort W ay ne, Ind.
dress the issues facing our communities,” CEO John Paton MediaNews Group, the parent company of T h e D env er
R e x R u st C h e ry l D e ll said. Post, is suing Matt Drudge and other bloggers for copyright
ASS O C IATIO N PRE S ID E NT-E LE C T FO UND ATIO N V IC E PRE S ID E NT
Ru st C om m u nications S acram ento B ee Located in Torrington, Conn., the Register Citizen’s news- infringement. A suit filed against the Drudge Report alleges
C ap e G irardeau , M o. S acram ento, C alif. room has more than 13,000 square feet of open office space, that the site improperly reposted without permission a pho-
R a y C a rlse n serves coffee and pastries to the public, provides free public to that appeared in the Nov. 18 , 2010, edition of T h e Post.
S E C RE TARY TRE AS URE R WiFi and public access to more than 120 years of newspaper Righthaven LLC, a copyright enforcement company based
Inland Acting E xecu tive D irector archives. In addition, there’s a classroom/meeting space with in Las V egas that’s representing MediaNews Group, is re-
D es Plaines, Ill. video conferencing capabilities and dedicated space and portedly seeking $ 15 0,000 in damages and the revocation
workstations for the public—all part of Journal Register’s of Drudge’s domain names.
The Inlander: (IS S N 106 6 -214 6 ) is p u b lished m onthly b y the Inland Press strategy to implement a “digital first” business model. Righthaven, which is partially owned by a unit of L a s
Association, Inc. S u b scrip tion rate for non-m em b ers is $ 7 5. Periodical RegisterCitizen.com’s training room will be used to train V ega s Rev iew -J ourna l publisher S tephens Media LLC, has
Postage Paid at D es Plaines, Ill., and additional m ailing offices.
staff and bloggers, Paton said. It will also be made available filed more than 18 0 copyright infringement suits. The major-
for the public for use as a community meeting room. The ity of suits filed thus far relate to Rev iew -J ourna l material,
PO STM ASTE R: S end address changes to
Register Citizen is also inviting politicians from the state but the company began representing MediaNews in Decem-
Inland Press Association, ATTN: The Inlander,
701 Lee S t., S u ite 9 25, D es Plaines, IL 6 0016 and federal level to hold office hours at the newsroom to ber 2010.
© 2011 The Inland Press Association, Inc. All Rights Reserved. provide direct access for community members. Office hours Lawsuits are necessary because simple cease and desist
will be livestreamed on RegisterCitizen.com. letters aren’t sufficient, according to Righthaven.

PAGE 2 The Inlander | InlandPress.org | JANUARY 2011

 Inland News
Peop le in the New s
California Iowa New York
O b itu aries Victor Patton, crime Tom Stallbaumer, pub- Bob Grady, editor of the Plattsburgh
A . C oop er H udnutt, and courts reporter, was lisher of the Morning Press-Republican, is retiring at the end
publisher of The Chroni- promoted to managing News in Springdale, of 2010. Grady has been with the news-
cle-Telegram in E lyria, editor of the Merced Ark., has been named paper since 1972.
Ohio, died Nov. 23, 2010, Sun-Star. Patton also is a publisher of the Ames
at age 5 7. fellow in Inland’s Minor- Tribune and other cen- Tennessee
According to the news- ity Fellowship Program. tral Iowa newspapers Michael Gardner has
paper, Hudnutt died in his S tallb au m er recently purchased by been named director of
sleep of natural causes Colorado Stephens Media from newspaper circulation
due to a probable cardiac Scott Stanford, adver- the Omaha World-Herald Co. for Athlon Media in
condition. tising director at the Pi- Nashville. Gardner had
Hudnutt had served as lot & Today in Steam- Kansas been with Publishing
publisher since 1991, boat Springs, has been Suzanne Schlicht, pub- Group of America.
when he replaced his father, Arthur D. Hudnutt. He named general manager lisher of the Pilot & To-
also served as president of the board of Lorain County in charge of the day-to- day in Steamboat
Printing and Publishing Co., which operates The
Chronicle-Telegram and various print, radio and online S tanford
day operations of the
newspaper. Meg Boy-
Springs, Colo., has been
named chief operating SA V E TH E
properties, including The Gazette, where Hudnutt also
once served as publisher.
The Hudnutt family has had a long commitment to
er, print advertising
manager, replaces Stanford as adver-
tising director.
officer of The World
Company in Lawrence.
Schlicht will have responsibilities for all
D A TE!
family-owned local journalism in Lorain and surround- aspects of The World Company’s Law- Inland’s 2 0 1 1 M o b ile
ing counties in Ohio. It started in 1927 when A.C. Georgia rence operations.
Hudnutt, a then-partner of The Chronicle, became the Kevin Riley, editor-in- and S o c ial Net wo r k ing
sole owner of the newspaper. This started the propri- chief of the Dayton New Mexico B o o t C am p
etorship of the Hudnutt family that continues today, (Ohio) Daily News, has John Severance has
the newspaper reported. With the passing of A.C. Hud- been named editor-in- been named editor at the March 16-17, 2011 | Chicago
nutt and his wife in 195 0, the baton of leadership was chief of the Atlanta Los Alamos Monitor. For more, see page 10
passed to Hudnutt’s father Arthur D. Hudnutt. Journal Constitution. He was most recently Inland’s 2011 Mobile and Social
Survivors include Hudnutt’s wife of 34 years, Judith Riley succeeds Julia editor of the Mountain Networking Boot Camp will be a
Riley day-and-a-half workshop designed
(nee Meister), as well as various other family members Wallace, who will be- Mail in southern New to help you understand
including a daughter and son. come senior vice presi- Mexico. the mobile and
Hudnutt was preceded in death by his father in dent of news and pro- social networking
2006 . graming for Cox Media environment and give
you the information
Group’s Ohio proper- you need to develop a
ties. The changes take strategy for your
Tow nNew s.com offers new effect Jan. 3. S u b m it news news operation.
Send People in the News items
ap p for Android, iPhone u sers W allace
to inland@inlandpress.org.
TownNews.com, based in Moline, Ill., is offering its news-
paper clients a new mobile app compatible with the iPhone
and Android phones. An iPad app is currently in progress,
the company said.
The new app, available for download in the Apple and
Android app stores, has been designed to work with B LOX ,
a TownNews CMS website management system. Features
include just-in-time coupons, photo gallery view, video,
citiz en journalism and user-generated content, polls and sur-
veys, and social media integration— meaning smartphone
owners can share stories or photos via Facebook, Twitter
and e-mail.
The TownNews app doesn’t req uire the papers to hire
additional staff or understand complicated computer code
and costs $ 200 a month, with a small upfront investment,
the company said. To help newspapers monetiz e it, the app
has been developed to work with full-page advertising and
pre-roll video ads.
TownNews noted that there are 4 2 million iPhone users
and 38 million Android users and cited a Nielsen forecast
indicating half of the U .S. population will carry a smartphone
by the end of 2011. Newspapers with mobile-friendly web-
sites should benefit as more people use smartphones to read
local news, TownNews said.

JANUARY 2011 | InlandPress.org | The Inlander PAGE 3

Inland News
W hy y ou shou ld attend the M u ltim edia K ey E xecs C onference
The Inland Press Association, Suburban
Newspapers of America and the Southern
Newspaper Publishers Association will joint-
ly host the Multimedia Key Executives Con-
ference on Feb. 21-23, 2011, at the Renais-
sance Vinoy Resort & Golf Club in St. Pe-
tersburg, Fla.
One day prior to the start of the conference,
on Feb. 20, Inland will hold its Board of Di-
rectors Meeting, Program Committee Meet-
ing, Group Executives Committee Meeting
and Family Owners Committee Meeting.
The conference’s keynote address will be
given by Clark Gilbert, president and CEO
of the Deseret News Publishing Company
and Deseret Digital Media. Gilbert, one of
North America’s leading authorities on me-
dia innovation, will address conference at-
tendees on the subject of media innovation—
both in principle and in practice. He’s best
known in the industry as the co-author of the
NewspaperNext project produced by the
American Press Institute.
Here’s a look at the program schedule for
the upcoming conference:
M o n d a y, Fe b . 2 1 | 1-5 p .m .
8:30 a.m. SNA Board Meeting
10 a.m. Conference Registration Opens
1 p.m. Welcome and Introductions
1:15 p.m. Opening Session: Clark
Gilbert — Disruptive Innovator Putting
Principle into Action at Deseret Media
Clark Gilbert, president and CEO of Deseret
News Publishing Company and Deseret
Digital Media, is an expert on disruptive in-
novation. This session will specifically ad-
dress content strategies (significantly reduc-
ing costs while greatly improving quality)
and the changing business model (must be
sustainable on the digital side). Attendees
will surely be inspired to make big changes
at their company after listening to Gilbert’s
keynote address, which will cover the success
he’s had in Salt Lake City.
2:30 p.m. Break
3 p.m. Retail Roundtable: What Do Our
Valuable National Retail Partners Want
and Need From us in 2011?
The landscape continues to change and so
have the needs of our national retail partners.
In this session, some of the biggest names in
the retail industry will be on hand to talk can-
didly about the challenges and opportunities
that they face with their media buying plans.
The format will be conversational and will
allow plenty of time for audience Q&A. Top-
ics will include preprint strategies (such as
PAGE 4 The Inlander | InlandPress.org | JANUARY 2011
Sunday Select programs); digital opportuni-
ties; recent audit rule changes and more.
Prospective retailers include: Merle Davi-
son, J.C. Penney’s; Matt Gunderson, Kohl’s;
Stacy Boone or Michael Francis, Target;
Chris Daly, Macy’s; and others. Panel will
be moderated by Bill Day, strategy director,
Howell Creative Group, Williamsburg, Va.
5 p.m. Monday sessions adjourn
6 - 7:30 p.m. Welcome Reception
T u e sd a y, Fe b . 2 2 | 8 a .m -5 p .m .
8:15 a.m. Newspapers Under Siege:
A Rational Approach to the
Future of Print
This session will examine the history of
newspaper pricing models and the impact of
digital media for their future. The goal of the
conversation will be to engage senior news-
paper leadership in a dynamic conversation
about the unexamined nature of our business
model.
With Bill Day, strategy director, Howell Cre-
ative Group, Williamsburg, Va.
9:45 a.m. The Mobile Landscape: Content.
Commerce. Delivery. Engagement.
The mobile landscape includes much more
than apps and the latest phones or tablets.
Those are the tools of something much larg-
er—a complex media environment built on
urgency, powered by experience and sus-
tained by user engagement. Reaching mobile
information seekers and the advertisers who
seek them is critical. Knowing what not to
do might be as important as what to do. This
session explores the mobile landscape and
then goes deeper into ways your organization
can get started, keep going and be among our
industry leaders.
With John Humenik, publisher and editor,
Arizona Daily Star, Tucson, Ariz.
Part One:
Commerce and Coupon Strategies
Mobile revenue is set to explode over the
next five years. Part one will focus on op-
portunities, success stories and how to get
into the game. Gordon Borrell of Borrell As-
sociates will moderate this intriguing session
that will feature some of the best practices
and ideas from multiple media companies
within and outside the newspaper industry.
Whether you have a well-developed mobile
revenue strategy in place or haven’t started
one yet, this session will provide valuable
intelligence to assist you with your efforts.
Part Two:
Content. Delivery. Engagement.
Presentations from newspapers that are in
different stages of mobile development.
Stage One: news and delivery. Taking your
current website and recreating content for
mobile devices. Simple options such as
breaking news, movie listings, etc. Stage
Two: ramping up for a strong push on user
engagement. Stage Three: driving the level
of engagement through specific targeted con-
tent and app development.
Noon Luncheon
1:15 p.m. Solution-Based Selling:
The Agency Approach
Many newspaper companies are actively en-
gaging in transforming their sales organiza-
tions. Most of these executives describe their
efforts as an agency approach, but the defini-
tion of the agency—and the effectiveness of
the execution—vary from paper to paper.
Come share in a discussion of this new ap-
proach to selling and the key areas that are
driving the most successful companies.
2:45 p.m. Afternoon Concurrent Sessions
Option I: Paid Content:
Building Revenue Online
A discussion on the pay content models being
implemented at newspaper companies, how
they vary from one another, and strategies
behind the ongoing efforts to build a profit-
able online business model. This session is
designed to cover a range of factors you’ll
need to consider as you implement or adjust
a solution that works best for your market
and your readers.
Option II: Weekly Newspapers
and Winning Multimedia Strategies
Weekly newspapers have different needs
than their daily competitors. For most, digi-
tal revenues are well under 10 percent and
print remains a top focus. Many have in-
vested heavily in technology and digital ini-
tiatives, but most are not satisfied with their
ROI to date. This session will focus on both
print and digital success stories, benchmark-
ing and low or no cost tools to grow the
digital side of the business. This session is
designed to be highly interactive, so come
prepared to share and contribute.
Moderated by Gareth Charter, publisher,
Holden Landmark Corporation
Option III: Leveraging Circulation Audit
Changes to Boost Advertising Revenue
and Grow Circulation
Make sure your newspaper is up to speed on
new rules and definitions regarding paid cir-
culation and learn what key strategy ques-
tions you will need to consider in order to
make sure both your circulation and advertis-
ing departments are prepared for these im-
H o t el and R eg ist r at io n
The Multimedia Key Executives Con-
ference will be held at the Renais-
sance Vinoy Resort & Golf Club, 501
5th Avenue NE, St. Petersburg, FL
33701. The hotel can be reached at
(727) 894-1000. The room rate is $189
per night; mention Inland, SNA,
SNPA or FPA when making your res-
ervations. The cut-off date to secure
the Inland rate is Jan. 19, 2011.
The conference registration fee is
$595 for members of Inland, SNA,
SNPA or FPA; and $795 for non-mem-
bers. To register, visit InlandPress.org
and click on “Event Registration” un-
der the “Training” tab.
portant changes and how best to leverage
them. Recent and future pending changes will
be covered, including electronic editions.
4 p.m. Social Networking and
the Growing Mobile Audience
Social networking has not only arrived in a
big way, but is here to stay. This session will
address several issues to consider in develop-
ing your social networking strategy. In addi-
tion to general best practices, discover who
you should follow and how to increase your
followers; establish ground rules and internal
policies; learn strategies to give your net-
working a local emphasis and find out more
about the next big thing (social video!).
5 p.m. Tuesday sessions adjourn
6 p.m. Evening Special Event
W e d n e sd a y, Fe b . 2 3 | 8 :30 -11:30 a .m .
8:30 a.m. What the Competition
is up to and Strategies to Succeed
A comprehensive look at the business and
revenue models of Patch, the hyper-local
initiative from AOL. Attendees will learn
who they are, what some of their current and
future plans are, and how and what they’re
pitching to local businesses. Most impor-
tantly, this session will offer proven methods
to effectively use against the competition.
10 a.m. Media Companies that are
Doing it Right
A collection and presentation of the “best of
the best” innovative companies from across
the country.
11:30 a.m. Conference adjourns
Optional Post-Conference Activities
1:30 p.m. Golf Tournament
1:30 p.m. Tennis Tournament

K eep the fam ily -ow ned new sp ap er b u siness healthy, p rofitab le
Family Owners & Next Generation Leadership Conference on Feb. 19, 2011, in St. Petersburg, Fla.
Jon Segal, who retired in 2010
after a 40-year career with Free-
dom Communications, will speak
on the topic, “Freedom’s Just An-
other Word for Losing the Family
Company—Lessons Learned the
Hard Way,” at Inland’s 2011 Fam-
ily Owners & Next Generation
Leadership Conference.
The Inland conference is sched-
uled to be held Feb. 19, 2011, at the
Renaissance Vinoy Resort & Golf
Club in St. Petersburg, Fla. The
event is co-sponsored by Inland,
SNA, SNPA and the Florida Press
Association.
In addition to Segal, Otis W.
Baskin, Ph.D., with the Family
Business Consulting Group Inc. in
Marietta, Ga., will moderate the
afternoon sessions. Baskin has
worked with family-owned busi-
nesses in the U.S. and abroad dur-
ing the past 16 years.
Cost to attend the conference is
$225 for the first person, $195 for
each subsequent registrant from the
same newspaper. Non-member reg-
istration is $350. To register, visit
InlandPress.org and click on “Event
Registration” under the “training”
tab.
Here’s a look at the program
schedule for the upcoming Inland
conference:
S a tu rd a y, Fe b . 19 | 8 a .m .-5 p .m .
8:30 a.m. The Next Generation
Discussion
This is a candid and confidential
discussion exclusively for the
“next” or “upcoming generation”
in the newspaper family. A facilita-
tor will help the group address the
unique concerns of participants,
whether they are active or inactive
in business operations. Members of
the next generation already active
in the business will be encouraged
to share their experiences. This
confidential platform is provided to
next and emerging leadership in the
family business and is an excellent
networking opportunity for the
group. Participation in this discus-
sion session is limited to family
members of the same generation.
(All conference participants join
the meeting at this time.)
10:45 a.m. “Freedom’s Just An-
other Word for Losing the Fam-
Inland News
ily Company—Lessons Learned non-family executives will share
the Hard Way” their experience and advice. H o t el inf o r m at io n
Jon Segal, formerly of Freedom With Otis W. Baskin, Ph.D.
Renaissance Vinoy Resort & Golf Club, St. Petersburg, FL
Communications, shares his in- Rate: $189, Run of House (mention Inland, SNA, SNPA or FPA)
sights into Freedom’s well-known 6 p.m. Family Dinner Outing The cut-off date for this room rate is Tuesday, Jan. 19. For reser-
history and tumultuous end. A true “Family Style” dinner. Dinner vations, please call (888) 303-4430.
is included with your registration.
1 p.m. Succession and
Continuity: Keeping the Family
Business Healthy and Planning
for Continued Growth and
Profitability
Succession and continuity planning
are the most challenging tasks for
the family business. Understanding
the succession process, selecting
and grooming successors, develop-
ing the next generation and trans-
ferring the business to the next
generation are all important topics
that play a role. Successful succes-
sion is a way to perpetuate for new
generations the special privileges
and opportunities of ownership.
And, it is a chance to create a last-
ing institution that reflects the fam-
ily’s ideals and goals for genera-
tions to come. This session will
cover some key strategies for suc-
cessful successions including finan-
cial applications. Selected partici-
pants will share their experiences
and advice.
With Otis W. Baskin, Ph.D., Fam-
ily Business Consulting Group Inc.,
Marietta, Ga.
2:45 p.m. Succession and
Transitional Leadership
Strategies: Building a Strong and
Successful Management Team
For family-owned businesses,
transfers between generations are
at record levels, and many families
are struggling with the overwhelm-
ing responsibilities presented to the
next generation. This session will
focus on preparing successors for
leadership and the role every gen-
eration plays in this important tran-
sitional time. Acquiring essential
leadership skills, creating personal
development plans, team-building
processes, mentoring programs,
managing change and more. Key
strategies for attracting, motivating,
compensating and retaining key
non-family employees will also be
discussed. Find out how to deal
with these unique issues in ways
that will strengthen your business
and your family. A panel of key
JANUARY 2011 | InlandPress.org | The Inlander PAGE 5
 Yes,CAC is still going on site.
Find out why 100% of our
customers said they are
“Our transition to CAC likely to recommend us to
has allowed for greater other community dailies.
•exibility and sizable
expense savings. All of this
without sacri•cing our audit
integrity.”
— Michael Theriault,
Sun Journal

“Media General’s Carolina

Community Newspapers
are excited to be working
with the staff at CAC.
To a person, Circulation
Directors in this Group have
a new sense of enthusiasm
with regards to growing
paid circulation volumes
and a fresh con•dence in • Every-other-year audits
knowing the staff at CAC is O nl y
always ready to assist with • Every-other-audit on site $12
5 pe
new programs to assure
mon r
compliance.” • All forms of distribution th!
— Curt Moon,
Media General • Solid,meticulous work

“CAC’s audits, like ABC’s, For more information, contact Evelina Sodt, Director
are based on tracking real of Marketing, at 973.785.3000, ext.124 or
dollars for real papers.” esodt@certi•edaudit.com
— Dolph Tillotson,
Southern Newspaper Certi•ed Audit of Circulations (CAC) • www.certi•edaudit.com
Group

Pennsy lvania p ap er form s p artnership to help veterans find job s
B y M ichelle Fink ler
AS SO C IATE E D ITO R
The Pittsburgh Post-Gazette has
held job fairs in the past. So has the
Allegheny County Department of
Veterans Affairs. But when the two
joined forces to host a job fair for
America’s ser-
N ew B u sin ess vicemen and
D ev elo p m en t women in 2010,
S u c c ess S t o r y the event yield-
ed the largest
turnout the VA had ever seen and
$46,000 in new revenue for the
newspaper.
Tim Wirth, classified operations
manager for the 188,243-circula-
tion daily, said the veterans and job
fair exhibitors were happy with the
event.
“I talked to about a half dozen
employers as they were packing up
after the fair, and I got very good
feedback,” he said. “A few job-
seekers stopped in said they had
been to other job fairs and liked
how we ran the event.”
About 400 job-seekers and 29
exhibitors attended the Operation
Troop Employment job fair, which
was open to the public but mar-
keted toward veterans and their
families, Wirth said. The event was
held May 11, 2010, at the county-
run Soldiers & Sailors Memorial
Hall & Museum at no cost to the
newspaper through its partnership
with the VA, he said. Another Op-
eration Troop Employment job fair
is planned for 2011, but if the event
increases in popularity, Wirth said
the organizations would need to
find a larger facility.
Operation Troop Employment
also had an official guide that ran
as a special section in the Post-
Gazette on the Sunday before the
job fair.
Pla n n in g
The Post-Gazette initially con-
tacted the VA with the idea in No-
vember 2009, Wirth said. The VA
had hosted job fairs previously
through partnerships with other or-
ganizations, but Wirth said working
with the newspaper meant greater
marketing impact for the event, and
the VA was quickly on board. Ad-
ditionally, the partnership included
five booths for the VA to give to
service organizations, such as the
VA hospital, he said.
The Pittsb u rgh Post-G azette and local D ep artm ent of V eterans Affairs team ed u p
in M ay 2010 to host O p eration Troop E m p loy m ent, a job fair for Am erica’s veterans
and their fam ilies. The job fair also had a com p anion 12-p age sp ecial section that
w as distrib u ted throu gh the new sp ap er and at the event. IMAGE SUPPLIED
Operation Troop Employment is
the first job fair that the Post-Ga-
zette organized without the help of
an outside job fair vendor, such as
Minneapolis-based Personnel Strat-
egies Inc., which Wirth said the
newspaper had worked with before.
The newspaper was able to mini-
mize expenses by utilizing its mar-
keting department to handle the
logistics for the fair, such as ar-
rangements with the hall for booth
space, he said.
“Early on, the partnership [with
the VA] was working out the details
and sharing contacts,” Wirth said.
“We told them they wouldn’t have
to do a whole lot for us—it was
turn-key. They assisted us in run-
ning the event. For the registration
desk, they had some volunteer vet-
erans who helped register everyone.
But after the initial setup, we ran
things.”
Wirth said the VA also helped
with promotion by spreading word
about the fair to its database of vet-
erans.
S p o n so rsh ip s
To find companies to participate
in the job fair, Wirth said the Post-
Gazette tapped its database of re-
cruitment advertisers. The VA also
shared with the newspaper a list of
companies it had worked with dur-
ing previous job fairs, he said.
Part of Wirth’s strategy was to
reach out to companies with a
“predisposition to hiring veterans”
through the use of fliers, newspa-
per promotions and phone calls.
The paper used its database for an
e-mail marketing campaign target-
ing recruitment advertisers, such
as banks and auto dealers, he
said.
“I had been the recruitment
manager in the ’90s, and when we
had done job fairs in the past, ads
in the paper had been good at get-
ting people in the door but not at
attracting vendors,” Wirth said. “I
was surprised that ads for Opera-
tion Troop Employment did so
well at attracting vendors. I sus-
pect a number of the vendors were
very interested in helping veter-
ans—maybe they were former
veterans themselves or they were
just very much in support of vet-
erans.”
Vendors were able to choose
from three different sponsorship
M o r e o n lin e
To view the 2010 Operation
Troop Employment special
section as a PDF, visit
NBDN-Inland.org and select
the “Ideas” tab.
packages, which included a booth
at the job fair, an ad in the guide,
a classified ad on Post-Gazette.
com/Monster and inclusion in pro-
motional materials, he said. Plati-
num, Gold and Silver packages
varied in value and price, with
Silver being the most popular,
Wirth said. The Post-Gazette
based the pricing structure off of
other job fairs and from the news-
paper’s annual home show, which
also is an event with booth space,
he said.
“Essentially, we tried to figure
out where our price points needed
to be to have an expectable mar-
gin,” Wirth said. “It was a little
difficult. We didn’t want to get too
expensive and be the most expen-
sive job fair. I’m not sure we hit
exactly the right price points. We’ll
probably revisit that a little bit this
year. I think we’re going to have an
entry point that’s a little lower. We
had some resistance from compa-
nies. They wanted to be involved
with veterans, but we need to find
a better spread for them—a little
lower entry point.”
According to the 2010 Operation
Troop Employment rate sheet, the
packages started at $1,195 and went
up to $2,595 for the Platinum spon-
sorship opportunity.
“The real key to this was an over-
riding sponsorship concept, and
that came from a local bank,” Wirth
said. “The sponsorship came in at
a high enough level that it pretty
much covered our inside costs. Dol-
lar Bank had some job openings,
but that wasn’t necessarily their
main focus. They wanted to talk
about VA loans and other types of
services.”
Because of the sluggish econo-
my and many companies’ inabil-
ity to hire, Wirth said getting busi-
nesses on board with a sponsorship
was a tougher sell for reps.
“We wanted to make certain that
there were enough direct-hiring
companies and a variety of com-
panies,” he said. “We didn’t want
JANUARY 2011 | InlandPress.org | The Inlander PAGE 7
Ideas
just schools; we wanted companies
looking to hire people.”
Companies that participated in-
cluded a social services organiza-
tion, a hotel, a research and devel-
opment laboratory and banks, to
name a few. Wirth said selling
sponsorships for Operation Troop
Employment was open to inside
sales staff, the dedicated recruit-
ment advertising rep and the retail
sales department.
“This was an all-hands-on-board
effort,” Wirth said. “Whoever had
a contact that was viable, we en-
couraged them to go after it.”
S p e cia l se ctio n
The Operation Troop Employ-
ment guide ran as a tabloid in the
Post-Gazette on May 9, 2010. The
newspaper printed 300,000 copies
of the 12-page special section to
accommodate its Sunday circula-
tion and an additional 1,000 copies
for attendees to pick up at the job
fair, Wirth said. The guide was
also available on Post-Gazette.
com, he added.
The advertorial content for the
section was written by one of the
Post-Gazette’s stringers and cov-
ered topics such as resources avail-
able to veterans, helping veterans
with service-related disabilities re-
enter the work force and education
benefits available through the
Post-9/11 GI Bill.
“We decided early on that the
advertorial content would be fo-
cused on veterans, not advertis-
ers,” Wirth said. “Essentially, we
wanted the section to look as edi-
torial as possible without upsetting
the editorial department.”
Wirth said newspapers wanting
to host a job fair for veterans in
their markets should start the plan-
ning process at least three or four
months ahead of time.
“The big key is advanced plan-
ning,” he said. “Get out there in
advance. Make sure you have a
good combined effort between de-
partments at your newspaper. Re-
ally, without the three depart-
ments—classified, retail and
marketing—I don’t think Opera-
tion Troop Employment would
have been the success that it
was.”
C o n ta c t: Tim W irth,
tw irth@ p ost-gazette.com
Ideas
Last call to enter the 2011 Print Q u ality, New Frontier contests
P r in t Q u alit y
C o m p et it io n
Southern Lithoplate Inc. and In-
land Press Association invite your
participation in the 2011 Print
Quality Competition. All newspa-
pers from the United States, Cana-
da and Bermuda are eligible to
participate in this contest adminis-
tered by Inland.
The contest has two divisions:
Color Division, and Black and
White Division. A newspaper may
enter one or both divisions.
Entrants will be divided into four
circulation categories for each divi-
PAGE 8 The Inlander | InlandPress.org | JANUARY 2011
sion: under 15,000; 15,000 to
35,000; 35,001 to 100,000; and
more than 100,000. Entry fees are
$50 for either the Black and White
or Color categories; $80 for both.
Black and White — Entrants in
the Black and White Division will
be sent a black-and-white proof and
a CD-ROM, which contains a dig-
ital photo. The object of the contest
is to reproduce the best match on
newsprint to the black-and-white
proof sent with the kit. The digital
photo can also be downloaded from
the Inland website, InlandPress.
org.
Color — Entrants in the Color
M o r e o n lin e
For full contest rules or
more information, visit In-
landPress.org and click on
the “Contests” tab.
Division will be sent a color proof
and a CD-ROM containing a digital
photo. The object is the same as in
the Black and White division: to
reproduce the best match on news-
print to the color proof sent with
the kit. The digital photo can also
be downloaded from the Inland
website, InlandPress.org.
Notes for both divisions: Par-
ticipants should work to replicate
the picture, not improve upon the
image. Reproductions are to be
printed on newsprint, not glossy
paper. Also, please do not make the
image smaller than the minimum
siz e or larger than the max imum
siz e.
D eadlines: Entries with payment
should be submitted online or post-
marked by Dec. 31, 2010.
Photo kits will be mailed to all
participants by Jan. 5, 2011. Repro-
ductions must be sent to Inland and
received by F eb. 3, 2011.
N ew F r o n t ier A w ar ds
Inland Press F oundation invites
entries to its N ew F rontier Awards
for innovation in online publish-
ing.
The contest consists of three
categories that recogniz e newspa-
pers’ achievement in producing
and disseminating news content
using online and new media plat-
forms.
Submit entries ON LIN E by go-
ing to the Inland website, Inland-
Press.org, and clicking on the
“ Contests” tab. The online form
will ask for a URL for each entry,
and a description of the feature
(limited to 2,000 characters).
The description allows you to
make your case for winning the
award. Each entry will be judged
on:
Creativity — What was the
strategy behind the initiative? H ow
did the idea develop? What obsta-
cles were overcome?
R esu lts — What level of success
did the initiative attain? What tan-
gible impacts were felt? What, if
any, was your return on invest-
ment? Be sure to note specific ex -
amples of these criteria in your
entry description.
Category-specific judging crite-
ria will also be used, as noted in the
following category descriptions:
1 ) G eneral E x cellence: O nline
New s S ervice
a. Circulation under 20,000
b. Circulation 20,000 and over
Criteria: Entries will be evalu-
ated on how well the site uses the
medium to serve its audience. The
first consideration should be given
to the q uality of journalism. Sec-
ondary consideration should then
be given in eq ual parts to accessi-
bility, interactivity and innovation.
Judges will be looking at editorial
content, site design, multimedia
features and community participa-
tion.
2 ) Creative U se of M u ltim edia
S tory telling
Criteria: Entries will be evalu-
ated on how the multimedia pre-
sentation enhances the impact of
the story by employing audio, vid-
eo, photos, graphics, data visualiz a-
tion or animation. Judges will be
looking at how well multimedia
features are integrated into the sto-
rytelling and information-delivery
process.
3 ) Best O nline Innovation
Criteria: Entries may represent
new print or online features, wheth-
er editorial departments, commu-
nity or multimedia features. This
would be evaluated according to
how well the audience is served,
created or ex panded. Consideration
will be given to how the innovation
benefits both the print and online
product, as well as how the idea
can be scaled for other newspa-
pers.
R u les
1. All websites run by newspapers
and online-only sites that pro-
duce original, local content are
eligible for the contest.
2. Entry fee is $15 per category for
Inland members, $25 per cate-
gory for non-members. Submit
payment information at Inland-
Press.org.
3. N ewspapers may submit only
one entry per category, so choose
your absolute best work.
4 . All entries must have been active
during the 2010 calendar year.
If entries are currently inactive
on your website, provide a way
for judges to view the entry by
URL.
5. Circulation groups apply only to
the general ex cellence category
for online news service.
6 . Limit entry ex planations/descrip-
tions to 2,000 characters.
7 . Judges will select first- and sec-
ond-place winners in each cat-
egory. A category must have at
least five entries in order to be
judged. Decisions of the judges
are final and not subject to ap-
peal.
D eadline: J an. 1 4 , 2 0 1 1

H iring the b est em p loy ees m ight b e easier than y ou think
B y Adolfo M endez
E D ITO R
You’ve posted a recruitment ad,
and the resumes have started to
flood your inbox. Now comes the
hard part, right?
Despite the fact that the labor
pool is currently filled with strong
job applicants, employers can make
finding the best-qualified candi-
dates a more difficult process than
it needs to be, according to Tom
Riebock, director of Human Re-
sources for Wick Communications
in Sierra Vista, Ariz.
“What you’re trying to do is en-
courage good candidates to work
for you, and if you don’t have the
proper tools, frankly, you look un-
prepared,” said Riebock, who also
serves as chairman of Inland’s Hu-
man Resources Committee. “And
you can’t put the sales pitch on if
you’ve got somebody really good
in front of you that you want to
hire.”
The proper tools you’ll need to
recruit include a job description, a
properly written advertisement, a
structured interview and signed ap-
plications, he said.
“This is probably the most im-
portant decision you make as a su-
pervisor/manager, and that’s who
you pick for your team,” he said.
“So you have to go through a pro-
cess to pick the best people, who
have a good opportunity to succeed,
and screen out people who are not
desirable.”
Avoid legal trouble by making
sure your job ads are not discrimi-
natory, as defined by federal and
state government. Also, prepare in
advance for interviews with job
candidates by taking the job de-
scription and identifying the skills
needed to perform a particular job.
“Develop questions that pursue in-
formation about those skills. Write
this out,” Riebock said. “You may
have some general questions about
employment history and educa-
tional background. And then when
you do the interview, you follow
the structure.”
In the deadline-driven culture of
newspapers, busy managers often
try to wing it. “This happens to
many of us,” Riebock said. “You’ll
schedule an interview, and the per-
son will show up and you’re off
busy doing something and someone
will tell you your 9 o’clock inter-
view is here, and you’ll say, ‘Oh
God, I forgot!’ You run to your
desk, you bring him in and, because
you’re not prepared, you’ll look at
him and say, ‘Well, tell me about
yourself,’ which is nothing more
than, ‘You talk because I’m not
ready.’”
Conduct the interview on time,
hand the applicant a job descrip-
tion and find out what they know
about your company. “And you go
through your interview prepared.
You’re professional and it takes
the stress off of you and it looks
like you are in control of the situ-
ation,” he said.
In addition to collecting updated
resumes, be sure to get a signed ap-
plication. “If you look at that ap-
plication, there’s a statement at the
bottom that says everything I’m
telling you is true and correct and
if it isn’t, you could terminate me,
and I also understand I’m an em-
ployee at will,” he said. “So there
are statements on your application
that are certainly not on a resume.
So to the final candidate, we always
say, ‘Fill out the application and
sign it.’”
Riebock said companies
shouldn’t easily dismiss internal
candidates, even those who are
not qualified for the position. “As
a motivational tool, I encourage
all managers to talk to the internal
candidates. And if they’re not
qualified, don’t be afraid to say,
you’re really not qualified for
this. Why did you apply? Nine
times out of 10, they’ll look at
you and say, ‘I wanted somebody
Ideas
to know that I wanted to progress
and advance in this company.’
And that’s a very positive thing,”
he said. “Not interviewing inter-
nal candidates is more detrimental
than taking the time to talk to
them.”
Finally, be sure to conduct thor-
ough reference and background
checks. “People will lie on a resume
and lie on an application and tell
you things in an interview that just
flat aren’t true. I see it more than
I’d like,” Riebock said.
A criminal background check
can cost $80. “We conducted a
check on an applicant, and we got
a call back [from our vendor] say-
ing, ‘Do you want the criminal re-
cord in one state or all three?” Rie-
bock said. “It’s a procedure I high-
ly recommend because it has saved
us from making some really bad
hires.”
C o n ta c t: Tom Rieb ock ,
tom .rieb ock @ w ickcom m u nications.com

Grow Your Multimedia

AdvertisingSalesRevenue
Services include: “[Debbie Holzkamp]is
• Multimedia sales training with 3-step approach using verythoroughinevaluating
multimedia sales tools your existingstructure and
• Local Business Seminars to help sales team secure people and thenproviding
increased sales a planto transform your
• Redesigned reward and commission plans to increase current situationto the
multimedia revenue growth desired one.You will enj oy
• Organization and new business development programs workingwithher while
providingresults. ”
— Chuck Dix
CEO and President
Dix Communications

Call Debbie Holzkamp at 714-932-2284 or e-mail at dholzkamp@HDSpremierconsulting.com to review

your needs, this program and timing that works for you. Visit HDSPremierConsulting.com

JANUARY 2011 | InlandPress.org | The Inlander PAGE 9

Ideas
H ow to stay cool u nder p ressu re— no m atter w hat
B y Adolfo M endez
E D ITO R
Bill Osborne, a consultant who
has spent his entire career with
newspapers, was working with
business clients when the conversa-
tion turned to incident involving
workplace conflict.
“One employee was angry at an-
other employee and they had an
argument and we’re all huddled
around listening to the story, asking
‘What happened next? And then
what happened?’” said Osborne,
president of The People Business
in Arnold, Md. “It really didn’t take
us anywhere productive—but it was
very interesting.”
Tension among colleagues who
are at odds with each other can’t
always be avoided, but the goal is to
not stay stuck in a rut, Osborne said.
“We can’t control the behavior of
other people. We can only control
our own behavior,” he said during a
recent Inland Webinar. “Stay in the
vision and planning stages with most
of your interaction with people.”
Learning to remain calm in stress-
ful situations is the starting point,
he said. “My favorite quote on this
topic is from Thomas Jefferson,
who said: ‘Nothing gives one per-
son so much advantage over an-
other as to remain cool and unruf-
fled under all circumstances,’” he
said.
“What really drives our reactive
Inland Annou nces the 2011 M ob ile and S ocial Netw ork ing B oot C am p
Inland’s 2 0 1 1 Mobile and Social
Networking Boot C amp, to be held
March 1 6 -1 7 , 2 0 1 1 , in C hicago,
will be a day-and-a-half workshop
designed to help you understand the
mobile and social networking en-
vironment and give you the infor-
mation you need to develop a strat-
egy for your news operation.
H ere’s just a sampling of what
will be included:
Getting Started: Bootcamp 101
—This session will include an ex-
planation of the fundamental con-
cepts of mobile communication, its
vocabulary and history.
The tool shed—E specially for
newsroom personnel, learn about
downloadable applications to aid in
your news report. Try out the cov-
PAGE 10 The Inlander | InlandPress.org | JANUARY 2011
behavior? The stupid things other
people do,” Osborne said. “We tend
to react to other people’s behavior
and how we interpret it. We can
react in angry ways, with stress or
disappointment. On the other hand,
there are other reactions, positive
ones, like joy, enthusiasm, love and
pride. Sometimes our hot buttons
can make us happy and sometimes
they can bring on anger.”
A hot-button issue is whatever
triggers our emotions, he said.
“They’re really sensitive spots in our
makeup,” he said. “If you bruise
your elbow really badly, you want
to protect it a little bit, especially
while it still hurts. Likewise, if some-
thing’s upsetting to us, it’s painful.
If we choose to be angry about some-
thing, it can create a weak spot or a
scar that’s something we react to
probably in a protective way.”
When our hot buttons are trig-
gered at work, we can become
unproductive. “It can also be dan-
gerous at work because we’re all
interdependent—each department
in the chain plays a role in getting
the newspaper out and delivered.
We’re extremely dependent on one
another.”
H ow we process our circum-
stances depends on various levels
of our thinking, some of which are
good and some of which bad, he
said. “V ision is the most useful type
of thinking we can do right now.
This is where we think about mov-
eritlive application. Send video from
the field, learn to check-in and
check-out and tweet your little brains
out during this hands-on session.
A pp or w eb app? That is the
q u estion — G oogle and Apple —
two of the world’s most innovative
companies — have two different
visions of the mobile web, often
described as open and closed and
embodied by Android and iOS.
This session will look at the tactics
of these two companies, the impli-
cations of their strategies and what,
in the long run, does it mean for
local publishers making their way
in the mobile world?
M ob ile u sab ility : mak ing it
w ork for the u ninitiated — Thou-
sands of studies on what makes the
ing forward. What sort of strategies,
what direction, what do we have to
do next?” he said.
And once you’ve determined
where you need to go, you need to
develop a detailed plan to get you
there, he said.
C hoosing to only stay focused on
the problem is a problem in itself.
“Once we understand the problem,
then it’s time to leave it alone and
go back to vision and say, ‘OK . G o-
ing forward, what do we have to do
about it?’ U nfortunately, it’s human
nature to focus on the problem and
not the solution, and some folks re-
ally do spend too much time on the
problem,” he said.
“Often, with my clients, they’ll
tell me the problem, and I’ll let
them know I understand the prob-
lem and I’ll reflect it back, saying,
‘Y our concern is this … G ood. OK ,
I got it.’ I don’t really want to talk
about that anymore. G oing forward,
what do we do? H ow are we going
to deal with this? Let’s set some
plans, let’s put some details and
strategies in place. Problems are not
useful after we understand them
clearly, then we leave them alone
and we move forward.”
On the negative side of human
thinking is “drama,” Osborne said.
“The least useful thinking that you
could do is called drama. And
that’s emotional mud,” he said.
“But it’s one of the most seductive
things for human beings. TV is
web usable have been conducted
over the years, yet, many news or-
ganiz ations still get it wrong. With
the fresh slate of mobile upon us,
what are the opportunities to make
this medium more user-friendly and
useful to your audience?
P ick ing y ou r mob ile dance
partner — Many newspaper com-
panies will need to partner up with
another firm in order to launch a
mobile strategy. Who are the play-
ers in this space? What questions
must newspaper executives ask be-
fore saying yes? What should we
be on guard for?
Bey ond the cou pon, adding
place to discou nts — Location-
based services like F oursquare and
G owalla allow local media to com-
filled with drama.
“We need to be conscious of our
part in the [negative] situation,” he
said. “Both professionally and per-
sonally, we really need to take some
ownership—but it’s getting past the
emotions to our thinking. Instead
of being at the mercy of others who
know how to push our buttons, we
want to get results that are useful
to us.”
Osborne highly recommends em-
ployees learn to develop their emo-
tional intelligence. “E motional in-
telligence measures how well we
are aware of our emotions,” he said.
“It’s not unusual for people to have
extremely high intelligence to have
less emotional intelligence.”
The research supports Osborne’s
contention. According to Q ueen-
dom.com, which conducts person-
ality tests, “poor emotional intelli-
gence is linked to frequent conflict
situations, less satisfaction with
personal relationships and a greater
discontent with life in general.”
According to Q ueendom data, 3 1
percent of test takers are “very un-
comfortable” around emotional
people, 3 1 percent have trouble ex-
pressing what they feel and 2 5 per-
cent totally ignore negative emo-
tions.
Women are much more comfort-
able with emotions than men, ac-
cording to Q ueendom. The study
found women are more empathetic
(score 7 5 ) than men (score 6 8 ).
bine its traditional coupon business
with social networking and mobile.
With F acebook places set to launch
deals of the day in its local ad plat-
form, how should your company
position itself to be the go-to folks
in the market?
Grou pon, the 8 00-pou nd go-
rilla — C hicago-based G roupon has
become, according to F orbes, the
fastest growing billion-dollar-com-
pany in history. What are the secrets
to its success? H ow can they be ap-
plied at your company? Why are
local newspapers in a unique posi-
tion to challenge the behemoth?
O riginal sin and mob ile tech-
nology — While some contend that
the “original sin” of newspaper
companies was offering free con-
Women (6 4 ) also manage conflict
better than men (5 8 ).
Osborne said becoming “emo-
tionally literate” can improve your
personal and professional life. “Be-
ing aware of feelings of anger rath-
er than just reacting to them is re-
ally important. D o you ever say,
‘so-and-so really makes me angry’?
Isn’t it the case that you’re choosing
to be angry based on what that per-
son does?”
Of course, change is often easier
said than done. “This stuff isn’t
easy, especially if the other person
really is a jerk or you’ve been deal-
ing with this for months with a co-
worker or a member of the family,”
he said.
Sometimes, the solution can be
to give yourself space—that is, give
yourself time to collect your
thoughts before responding. “Y ou
might say, ‘I’m not really prepared
to discuss this right now in a reason-
able manner,’ but watch your tone
so it doesn’t sound resentful or it’s
not a passive-aggressive type of
thing,” Osborne said.
“Or say, ‘Y ou know what? That’s
a really good comment. There’s so
many different ways we can go with
this conversation, but give me some
time because I’d really like to give
you a well-thought out response to
your question,’” he said.
C o n ta c t: B ill O sb orne,
b ill@ p eop leb u siness.u s
tent of their websites, others con-
tend the sin was trying to translate
an advertising model akin to news-
papers to the web. Other than text
and banner advertising, what other
business models can newspaper
companies look to for new, untra-
ditional revenue streams?
Selling tactics, pricing strate-
gies and competitiv e selling —
Integrating mobile sales into your
digital advertising solutions. U tiliz e
market research, innovative solu-
tions and strategic consulting to put
together powerful packaging for
your customers.
F or more information on the Mo-
bile and Social Networking Boot
C amp, including a list of presenters,
visit InlandPress.org.

Advertising: Align your strategy to what clients are interested in buying
C O NTINUE D FRO M PAG E 1
each category’s package.
For example, a majority of local
businesses still think primarily
about their own website when they
think about spending money online.
According to the research, 82 per-
cent of newspaper clients said their
No. 1 marketing strategy is main-
taining a company website. The
second is sponsoring events (54
percent), and the third is maintain-
ing the company’s Facebook or
MySpace page (45 percent).
“Social media comes before in-
store promotions (35 percent), on-
line coupons (23 percent) or selling
goods over the Internet (20 per-
cent),” Swanson said. “The fact that
the third most common thing is
something with social media says
to me that our customers are start-
ing to explore social media and they
could really use our help.”
Many businesses have undergone
budget reductions and moved ef-
forts to inexpensive or free sites
like Twitter or Facebook, but that
doesn’t mean they’re successful at
it, he said.
“They need a newspaper or trust-
ed vendor to act as a broker for
these products,” he said. “Busi-
nesses like the idea of self-admin-
istered advertising, but if we can
show that we do it well, they’ll buy
from us.”
But keep in mind that one size
does not fit all, he said. While so-
cial media may be important to
some businesses, it’s not for every-
one. For example, 60 percent of car
dealerships were interested in main-
taining a Facebook or MySpace
page, but only 26 percent of the
finance category and 33 percent of
health care.
“When we start thinking about
the agency approach, we have to
say, ‘Here are the packages right for
the arts and entertainment category,
health care, real estate, financial,’”
Swanson said. “The product suite
you would offer a restaurant
wouldn’t be the same as you would
offer a Realtor, since you don’t sell
discount coupons for a house.
“The idea here is with the sim-
plest packages, you have a share of
voice in print, on the website, in
social media, on mobile, and if you
want to buy additional elements,
what you’re doing is expanding
Ideas
your share of voice in those chan- which helped people understand tomers will find will deliver them the compensation program to re-
nels or adding additional chan- who you are.’” results is by forcefully tying the ward sales reps not only for hitting
nels.” Swanson said the whole idea of products to a suite,” he said. “What their print and online goals but also
S a le s re p s the agency approach is not to help we’re saying to our advertiser is, for the total number of customers
advertisers select which component ‘We don’t want you to buy the they have. He said the idea is to in-
Successfully launching an agen- of the package works, but rather to Houston Chronicle; we want you crease the total number of customers
cy model at your newspaper will say all these parts synergistically to buy Houston. The way you do participating with the newspaper.
require a big commitment in the work together. Secondly, since that is by having a presence on our He said newspapers are also
form of extensive training for sales many reps and, frankly, newspaper website, newspaper, specialty pub, well-positioned to offer advertisers
reps, Swanson said. When Hearst customers don’t understand the mobile, Facebook, Twitter and on “agency” services, such as graphic
Corp. decided to pursue an agency value of these new advertising me- many other places, and our goal is design, video production and lead-
approach at the Houston Chronicle, diums, it’s difficult to get reps to to drive people to buy your product generation programs, to their local
it launched a new business catego- assert their value or convince cus- or come to your restaurant or sale; clients.
ry package each month and held tomers to try them. it’s not to get you to buy one or
hour-long training sessions every “The way we introduce these another of these products.’” C o n ta c t: G reg S w anson,
Monday for 18 months to train staff new products that many of our cus- Swanson also discussed changing greg@ itzp u b lishing.com
on the different components of each
package.
Swanson said newspapers also
should address misconceptions that
sales staff have about advertiser
interests and align their go-to-mar-
ket strategy with what businesses
are interested in buying, as opposed
to what newspapers currently sell,
such as display ads.
“When we asked our sales man-
agers what the most important met-
ric was for selling advertisers, the
No. 1 answer was click-throughs
(66 percent),” he said. “When we
asked our advertisers what they
were interested in, first was cus-
tomers visiting their store (58 per-
cent), next impressions (50 per-
cent), next frequency (49 percent)
and next reach (48 percent).
“Surprisingly, click-throughs (45
percent) came pretty far down the
list, which shows that our advertis-
ers seem to understand that reach-
ing people with some frequency
and letting them see the ad is more
important than whether or not they
clicked through,” he said.
Another challenge for newspa-
pers implementing an agency mod-
el involves conquering fears of tra-
ditional sales reps, Swanson said.
“The real thing I think they’re
afraid of is if I show my customers
that these other mediums really
work, they’re going to leave print
and buy that,” he said. “What I’m
saying is bundle it so they can’t. As
we sell these packages, part of what
we’re trying to do is say this: ‘No,
we don’t have a mobile solution not
connected to print. You may come
to believe that this mobile coupon
redemption is where you’re getting
the value. But in fact, the value for
the mobile coupon is partly driven
by the ad we had in the paper,
JANUARY 2011 | InlandPress.org | The Inlander PAGE 11
Ideas
W ill AO L disru p t m edia w ith its 6 00-p lu s Patch.com local new s sites?
B y Adolfo M endez
E D ITO R
So what does AOL’s Patch know
about the web that nobody else
seems to know?
The Internet giant is investing
$50 million to establish online-
only news sites in communities
across America, moving away
from its declining dial-up business
model to becoming the nation’s
largest, locally focused news and
information media company.
Patch’s goal to produce online
products that are attractive to both
readers and advertisers is similar
to that of newspaper companies,
but Patch believes it has advan-
tages over newspapers. Without
printing presses, delivery trucks
and the employees necessary to
maintain such operations, its costs
are substantially lower. Patch hires
only one full-time journalist—who
works from home or a cafe with
Internet access—in each of its
more than 600 communities. Edi-
tors reportedly earn between
$40,000 and $45,000 a year and
are given a freelance budget.
Patch President Warren Web-
ster, a former executive for Gan-
nett and Morris Communications
Corp., has said that if Patch can
operate at 4.1 percent of the cost
of a daily newspaper, its online-
only business model “would be
very profitable.”
In an interview with The Inland-
er, Webster suggested other Inter-
net companies that have tried and
failed to create a viable online-
only business came too early for
their time, but the time is right for
Patch.
“There has never been a more
dramatic shift in the media market
and never a greater need for local
information,” Webster told The
Inlander. “Many—or most—of the
pureplay online local information
companies that have not succeed-
ed did not involve hiring full-time
professional journalists in every
community. These ‘feet on the
street,’ this local presence, is key
to our success. We are 100 percent
confident that Patch has launched
at the right time.”
C o m p e titio n
Patch is also confident that it’s
expanding in communities that
PAGE 12 The Inlander | InlandPress.org | JANUARY 2011
An online b rochu re p rom otes AO L’s Patch advertising op tions. IMAGE SUPPLIED
“are underserved by media,” which
is just one metric it uses to deter-
mine where to set up shop. “Our
target is areas with 15,000 to
75,000 populations,” said Janine
Iamunno, a spokeswoman for the
company.
Before it launched a website in
Des Plaines, Ill., in July 2010, the
Chicago suburb was already being
served by the Des Plaines Jour-
nal, a twice-a-week family-owned
newspaper; TribLocal-Des
Plaines, owned by the Chicago
Tribune; and The Daily Herald,
the largest daily newspaper in sub-
urban Chicago.
Todd C. Wessell is the editor
and publisher of the Des Plaines
Journal, a 10,000-circulation pa-
per that celebrated its 80th anni-
versary of continuous publishing
in 2010. Wessell recalls a long his-
tory of competing against local
papers during his career at the
family-owned business, but when
Patch came to town, there wasn’t
a story in the Journal & Topics
about it. “If they cover us, maybe
we’ll cover them,” Wessell
quipped. (The Journal & Topics
Newspapers is listed in Patch’s
online business directory.)
“I guess the way I look at it is,
it’s another one of a long list of
competitors we’ve had over the
years and we continue to have now
and well into the future,” Wessell
said. “We all are competing to get
information out to the public,” he
said. “We’re all vying for people’s
time, whether it’s print or digital
electronics.”
Wessell said he’s always re-
spected the competition and taken
it seriously, but he’s also aware of
his local paper’s strengths. “This
is our 80th year. We’ve come a
long way in our company, and I
think we know what we’re doing,
and we’re confident enough to be-
lieve that the future is bright,” he
said. “We have a solid advertising
base, circulation base and we don’t
have to introduce people to what
a newspaper is. We don’t have that
challenge” of no brand recogni-
tion, he said.
Prior to the launch of DesPlaines.
Patch.com, Wessell was already
planning to redesign his own site.
Hosted by TownNews in Moline,
Ill., the site was scheduled to
launch in January 2011. He called
it “a 100 percent improvement”
from the old site.
“We’ve had a website since
1997,” Wessell said. “When we
created it, newspaper websites
were brand new. The new site will
enable anyone in our newsroom to
post anything at any time—stories,
videos, photos. We will have news
posted frequently, breaking news
continually, which will draw peo-
ple continually to our website.”
Pa tch
Patch sets a specific require-
ment on the number of times it
expects its community sites to be
updated by its work-at-home edi-
tors, according to Lisa Cisneros,
editor of DesPlaines.Patch.com.
She said the workload is manage-
able, but added that can vary based
on the quality of freelancers Patch
editors have to work with. “I’ve
got terrific freelancers,” she
said.
When she’s not working from
home, Cisneros said she can be
seen at the Des Plaines Police De-
partment writing up the blotter, or
typing stories on her MacBook Pro
at the Panera Bread in downtown
Des Plaines. At 30 years old, Lisa
Cisneros graduated from college
a late bloomer. She received a de-
gree in journalism from Columbia
College Chicago in 2010 before
landing the Patch gig.
“I was a little scared at first, but
I think everybody’s a little ner-
vous when they start a new job,”
Cisneros said. “The advantage I
have is being an adult with enough
life experience to be successful no
matter what. I pretty much landed
my dream job. This is what I re-
PATC H : C O NTINUE D O N NE X T PAG E

Patch: First, create compelling content, then go after local advertising
C O NTINUE D FRO M PRE V IO US PAG E
ally want to do, and I decided to
go for it. I like to talk to people
and hear their stories. And I like
to write.”
Cisneros’ previous work experi-
ence includes bartending in the
suburbs and working at a technol-
ogy company. She carries around
two cell phones, one for work and
a personal phone. She also carries
a Nikon camera. “In our [Patch]
region, we have a few higher-end
cameras that we share. For on-the-
spot video, I have an HD Flip that
I use, and it works out fine,” she
said. “I also have a [police] scan-
ner, so I hear breaking news.”
Patch editors in neighboring
communities hold regular face-to-
face meetings, and they also com-
municate over the phone a lot, she
said. “A lot of people assume
we’re isolated, but we stay in reg-
ular contact” sharing ideas, content
and also building friendships, she
said. “I’m actually going to dinner
later tonight with all the ladies in
my region.”
Ad v e rtisin g
Cisneros and other Patch editors
are content creators, not sales peo-
ple. To raise revenue, Patch is hir-
ing local online sales professionals
to cover a number of Patch sites.
Local online ad spending is fore-
cast to grow to $16.1 billion in
2011 from $13.7 billion in 2010,
an 18 percent increase. Banner ads
will be a big part of that, according
to Borrell Associates. It remains to
be seen whether Patch can capture
enough of that money to make its
operations profitable.
Webster said the company will
pursue local and national advertis-
ers. “Patch exists because there is
a demonstrated void in the market-
place, both for the sharing of com-
munity information and for com-
mercial information from local,
regional and national advertisers,”
he told The Inlander. “If Patch is
the place to go for the most impor-
tant information you need to know
about the place you live every day,
some of that information will be
about buying opportunities, and
that’s the philosophy that drives
our ad business.
“We hired the best engineers and
paired them with great journalists
“There has never b een a m ore dram atic shift in the m edia m arket, and never a
greater need for local inform ation,” said W arren W eb ster, p resident of Patch. IMAGE
SUPPLIED
and business people to build a
world-class platform,” Webster
said. “O ur scale allows us to build
in efficiencies and take advantage
of business opportunities that don’t
exist elsewhere.”
Financially, 2010 was “a good
year” for the Journal & Topics
Newspapers, which publishes 17
local papers, Wessell said. “I think
there’s room for a lot of different
kinds of news— print or electronic.
There are hundreds of thousands of
businesses in this area,” he said.
“We can get along fine with all our
competitors as long as we keep do-
ing a good, credible, honest job.”
A few miles away, G ary K opy-
cinski, editor and publisher of
eNews Park Forest, the only on-
line-only news source serving Park
Forest, Ill., said he believes his site,
E NewsPF.com, which launched
four years ago, makes it easier to
buy an ad than Patch does. “They’re
using a very basic CM S layout,”
he said, referring to the site’s pro-
gramming and design. “We have
areas designated for advertising,
and if you click on our ad column,
you’ll get an ad link where we de-
scribe the siz e of the ad and the
placement. And you can sign up
for an ad online.”
A longtime Park Forest resident,
K opycinski said locals have
learned to be somewhat skeptical
of new startups purporting to be
good for the local community, only
to end up being here today, gone
tomorrow. “A lot of money can
bring out a lot of people, but the
people who are invested in the
community, who know the history
of the community— those are the
[true] community journalists,” he
said.
“Somebody responding to a lot
of cash, and jumping to a website
telling stories— outsiders telling
our stories— I don’t think that’s
what you see us providing. We’ve
developed strong relationships
with a number of governmental
agencies, local organiz ations and
businesses,” K opycinski said.
Then K opycinski added: “I wish
them well. And if they come here,
that will compel us to work hard-
er.”
C o n ta c ts: W arren W eb ster and Janine
Iam u nno, janine.iam u nno@ p atch.com ;
Lisa C isneros, lisao@ p atch.com ;
Todd C . W essell, (8 47 ) 29 9 -5511;
G ary K op y cinsk i, (708 ) 8 08 -0204
Ideas
H o w ar d O w en s sh ar es h is
t h o u g h t s o n P at c h , n ew sp ap er s
B y Adolfo M endez
E D ITO R
Howard Owens, editor and publisher of The Batavian, the on-
line-only news site in Batavia, N.Y., said Patch—which does not
exist in Batavia—has serious limitations.
“I applaud them for the effort, but one of my primary criti-
cisms of them would apply to any newspaper,” Owens told The
Inlander. “Patch has a newspaper-like page design and editorial
attitude of, ‘We’ll tell you what the most important story is.’ Is
that how you build an addictive website? I believe not.
“The web is chronologically driven. People want to log onto a
website and see what they haven’t seen since their recent visit.
That’s the constant, consistent feedback I get from users: They
come to us because it’s so much easier to use than our competi-
tor’s site.
“That’s not to say they can’t succeed or won’t succeed,” he
said. “If you have a lot of money to throw at a problem, that is a
nice luxury to help you reach success.”
Corporately backed Patch may have a harder time competing
against independently run websites, he said. “Newspapers oper-
ate with a limited inventory model, but it’s counter to what the
web is about. The web is unlimited. We don’t put advertisers on
rotation. All the ads are on the homepage, it acts more like a di-
rectory of local business. I get so much positive feedback from
advertisers. That’s my dual [criticism]: content and advertising,”
he said.
“Patch, being corporately owned and investing so much mon-
ey, it takes away some of the disruptive nature. They can publish
a news site; their fundamental philosophy about publishing on-
line is correct, but one of my great advantages when I took over
The Batavian is I was freed of the burden of needing to meet
corporately set revenue numbers.”
GateHouse Media Inc. launched TheBatavian.com in May
2008 with no print counterpart. Owens was a co-founder of the
site. At the time, he worked as the director of digital publishing
for Gatehouse. In February 2009, Owens and his wife, Billie, pur-
chased TheBatavian.com from GateHouse and moved to Bata-
via. “I don’t have any revenue expectations to meet other than
keeping a roof above our head for me and my wife and paying
the bills,” he said.
The Batavian has become profitable not by relying on behav-
ioral targeting, but on “fundamental, meat and potatoes retail
advertising” and “having a commitment to the small business
community,” Owens said.
“I’m not rolling in money,” he said. “Our traffic is up 70 to 80
percent from a year ago, and revenue has doubled since then. If
I can get the right person in here, this new hire could lead to
doubling the size of our business in the next year.”
Maintaining the site is very demanding work, but he hasn’t
reached the point of burn-out, he said. “I think the content and
business model to The Batavian is correct. We’re competing
against a daily newspaper; it’s a rust-belt market, not an affluent
market, and we were able to make it work because the formula
is correct.”
He said his online audience is almost half of the circulation of
a local newspaper. “The daily newspaper in our market that cov-
ers three counties has a 10,500 circulation. We are right at hit-
ting their size of audience,” he said. “And we’re online-only,
three years old, up against a 100-year-old newspaper. We have
an incredibly strong audience for the size we’re in. It’s a matter
of fashioning a constant strategy that people find addictive.”
C o n ta c t: H ow ard O w ens, how ens@ theb atav ian.com .
JANUARY 2011 | InlandPress.org | The Inlander PAGE 13
Ideas
Inland Fellow , w eb develop er has a p assion for new sp ap ers
B y M ichelle Fink ler
ASS O C IATE E D ITO R
What started out as a hobby and
part-time job while in high school
has grown into a successful career
for Christian Ramirez, web devel-
oper for Sierra Vista, Ariz.-based
Wick Communications.
“I started getting interested in the
web through my brother and start-
ed building fan-based sites and
hobby sites,” said Ramirez, who
works out of a Wick Communica-
tions newspaper office in Tucson,
Ariz. “Since my brother was work-
ing at the Nogales (Ariz.) Interna-
tional, I knew I could make some
money doing it. My interest was
web—not necessarily newspa-
pers—but they grew on me.
Nogales International hired me to
do just web work, and I eventually
did all types of things at some
point—selling advertising, graphic
design work. That’s where my pas-
sion for newspapers came from.”
Ramirez began working for the
Wick Communications-owned In-
ternational in 2001 as a web devel-
oper and maintained the role
throughout completion of high
school and college. He joined the
company’s digital media team in
2008 when Wick expanded its web
department, which was soon after
he earned his bachelor’s degree.
In his current position, Ramirez
helps manage web operations for
28 newspapers and alternative
newsweeklies in 12 different states.
His job also includes training
Wick’s newspaper employees on
how to use their websites, which
can be a challenge given a diver-
sity of backgrounds in this area.
“Communication is very impor-
tant,” Ramirez said. “Some of the
people who work with us don’t
necessarily understand web lan-
guage. To help them understand, I
will give visuals, screen shots or
examples of stuff. I use WebEx for
training and demonstrating a prod-
uct to them. It helps having these
tools, which weren’t available two
or three years ago.”
Ramirez also is a fellow in In-
land’s Minority Fellowship Pro-
gram, an initiative created to sup-
port diversity among the leadership
ranks of member newspapers. One
requirement of program applicants
is that they must be members of a
PAGE 14 The Inlander | InlandPress.org | JANUARY 2011
As w eb develop er for W ick C om m u nications, C hristian Ram irez m anages w eb op erations for 28 new sp ap ers and alternative
new sw eek lies. “Nogales (Ariz.) International hired m e to do ju st w eb w ork , and I eventu ally did all ty p es of things at som e
p oint— selling advertising, grap hic design w ork ,” he said. “That’s w here m y p assion for new sp ap ers cam e from .” IMAGE SUPPLIED
racial minority. Ramirez was born
in the U.S., but his parents were
born in Mexico and have become
U.S. citizens.
Being part of Inland’s Fellow-
ship Program allows Ramirez to
attend Inland conferences and
workshops at no cost to his em-
ployer. He attended last year’s
125th Annual Meeting in Chicago
and will attend the upcoming Mul-
timedia Key Executives Confer-
ence in St. Petersburg, Fla. (see
page 4 for more information on
Key Execs).
“I’m looking forward to the con-
ference in Florida since it has a
multimedia focus,” Ramirez said.
“I’m very excited about it. I met
some very good people [at the
125th Annual Meeting] who made
me feel part of a team. I’m very
willing to help and willing to learn.
I feel like I’m going to get a lot out
of the Fellowship Program.”
Ramirez said he is taking what
he learned at the 125th Annual
Meeting and applying it to his job
as a web developer.
“I became a firm believer in hav-
ing to offer all types of products—
we have to sell everything,” he
said. “Newspapers have just been
selling banner advertising like
crazy, and it hasn’t changed. There
has to be a switch to other products,
other ways to make money that
have value and sell it. We have to
educate our sales reps, teach them
that there is more than just banner
advertising.”
Ramirez said Wick newspaper
publishers have been asked to come
up with two or three ideas for niche
sites to launch in 2011, though he
couldn’t go into detail as to what
they would entail.
“Our goal right now is to help
our newspapers grow financially,”
he said. “We have to provide the
tools and come up with ideas to
make money online—that is our
No. 1 priority.”
Another part of being chosen for
Inland’s Minority Fellowship Pro-
gram requires that the applicant
hold a management/supervisory
position or be on a newspaper man-
agement career track. Ramirez and
another web developer work as a
team and report to Wick’s digital
media director, though he sees him-
“O u r g o a l rig h t n o w is to
h e lp o u r n e w sp a p e rs g ro w
fin a n cia lly. W e h a v e to
p ro v id e th e to o ls a n d co m e
u p w ith id e a s to m a k e
m o n e y o n lin e — th a t is o u r
N o . 1 p rio rity.”
C hristian Ram irez, w eb develop er
self growing in the company and
newspaper industry.
“I really enjoy the company I’m
working for,” Ramirez said. “I see
myself as a professional in the in-
dustry helping newspapers reach
the goal of how to make money
online, just like [Portland, Ore.-
based ITZ Publishing President]
Greg Swanson (see related story on
page 1). I look up to him as a lead-
er in the industry. Giving people
advice on how to reach their goals
online and reaching the goals of my
company—that’s where I see my-
self headed.”
C o n ta ct: C hristian Ram irez, christian.
ram irez@ w ickcom m u nications.com
N ew c o n t en t
m an ag em en t sy st em
Christian Ramirez’s job as
web developer for Wick
Communications varies from
day to day with short- and
long-term projects.
“Short-term projects that
may only take a couple min-
utes are little changes, like
adding a calendar or putting
an ad somewhere on the
page,” he said. “Some long-
term projects that I have are
redesigning websites, which
can take weeks or months.”
A project Ramirez is work-
ing on right now is redesign-
ing all of the company’s web-
sites for its new BLOX con-
tent management system,
which is a product of Moline,
Ill.-based TownNews.
“We will redesign all our
sites using our same tem-
plates,” Ramirez said. “The
reason why we’re doing that
is they’re easier to maintain
that way. The previous rede-
signs kind of look all the
same, but the content man-
agement system isn’t as pow-
erful. BLOX lets you create
blocks that are transferable.
Like if you built a block for a
calendar on one site, you can
use the same calendar on dif-
ferent sites. We’re keeping
our modular template and
changing the color scheme
for each paper. The template
will look exactly the same. It
will keep things easy—espe-
cially when we integrate one
site to another.”
The Green Valley (Ariz.)
News’ new BLOX site recent-
ly launched and can be
viewed at GVNews.com, he
said.
P ar t ic ip at e in t h e
F ello w sh ip P r o g r am
To learn more about be-
coming a fellow or mentor in
Inland’s Minority Fellowship
Program, visit InlandPress.org
and click on “Minority Fel-
lowship Program” under the
“Connections” tab. Up to
three Inland Fellows are se-
lected to participate for a
three-year period. Interested
parties are encouraged to ap-
ply at any time.

A screenshot of V y ew (p ronou nced “v iew ”), a w eb site for conference calls. The
free version has advertising and is restricted to 10 p articip ants. V y ew is ow ned b y
S im u lat Inc., a B erkeley, C alif., start-u p . IMAGE SUPPLIED
S creen sharing op tions m ake
conference calls m ore p rodu ctive
The ability to share your desktop
with people in remote locations has
evolved over the years. Early on,
there were very few free options.
One of the ones I’ve mentioned in
the past was Vyew.com. It is still
available for free, with a 10-person
watching limit, and has the advan-
tage of being entirely web-browser
based. It can also support both VoIP
and a Webcam to let your viewers
see and hear you.
Another option is Join Me (Join.
Me), which also is free. It works
with both PC and Mac operating
systems and not only allows screen
sharing, but remote control (handy
for tech support) and file transfer. It
uses audio, call-in type communi-
cations (or on-screen chat), much
like FreeConferenceCall.com.
It does require a download for
the presenter, but viewers don’t
need any software installed on their
computers. Once you are connected,
another person can request control
of your computer. I’m typing this
part of the article from another com-
puter in our network. It does not
appear that you can send an invita-
tion to Join.Me then take over the
other person’s computer; they would
have to initiate the connection.
The other new option is from the
people who offer free conference
calls, FreeConferenceCall.com. Free-
See.com is targeted more at a webi-
nar audience than sharing your
screen with a just a handful of peo-
Ideas
T ec h n o lo g y
G regg M arshall
Aurora, Colo.
ple. FreeSee’s current limit is 9 6
attendees, but I’m told that will in-
crease to almost 1,000 in the fu-
ture. It requires a software download
for the presenter but not for the at-
tendees, and it works with PC and
Mac operating systems.
It has most of the same features
as Join.Me and Vyew, including
application sharing. One limit I did
notice is that you can’t stream vid-
eo, so I presume that embedded
videos in PowerPoint presentations
will not be seen by attendees.
The possibilities for screen shar-
ing to make conference calls more
productive— by keeping the attend-
ees focused on the agenda and
notes, and for doing webinars or
remote training— make these free
Save the date
options very ex citing.
G regg M arshall, C PM R, C S P, is a sp eaker,
au thor and consu ltant. H e can b e reached Multimedia Key Executives Conference
b y e-m ail at gm arshall@ rep connection.com ,
or v isit his w eb site at Rep C onnection.com .
February 21-23 | St. Petersburg, Fla.
JANUARY 2011 | InlandPress.org | The Inlander PAGE 15

Prep are y ou r staff for 2011 w ith tim ely Inland W eb inars
D e m y stify in g D ig ita l S a le s
fo r L e g a cy Prin t T e a m s
T H U R S ., JAN . 13 | 10 :30 A.M . C EN T R AL
This Inland Webinar will help take the fear factor
out of online ad programs for traditional print reps
who still feel more confident selling print over digi-
tal ads by:
• Simplifying the sales process
• Comparing and contrasting the online vs. print au-
dience
• Targeting other media for real incremental reve-
nues
• Demystifying online terminology
With Scott Rosenberg, digital marketing specialist,
Strategy 2 Digital, Crystal Lake, Ill.
W rite T ig h te r a n d Fa ste r
W ED S ., JAN 2 6 | 10 :30 A.M . C EN T R AL
With a little planning and a bit of deconstruction
and focus of your story idea, you’ll write more effi-
ciently. You’ll also learn to use powerful words and
fewer awkward transitions in a session that will im-
prove your story lengths and writing speed.
With Kim Strong, director of Business Development
and Writing Coach, The Patriot-News, Harrisburg,
Pa.
C a p ita lize o n C o -o p :
Esp e cia lly fo r S m a ll D a ilie s
a n d W e e k ly N e w sp a p e rs
T H U R S ., JAN . 2 0 | 2 P.M . C EN T R AL
There may be no such thing as a free lunch – but
there is plenty of free advertising for your custom-
ers! You know it’s out there – co-op advertising that
will pay your advertisers to put ads in your paper or
shopper! Some programs reimburse a specified por-
tion of the cost while others offer up to 100 per-
cent! But thousands of those dollars never get used.
Make sure you’re ready to help your customers take
advantage of their share of the manufacturer and
supplier dollars that can help them grow their busi-
ness. We’ll discuss how to find co-op programs, how
to help customers get the ads they need and how
to help them report their expenditures.
With Kate Thompson, publisher, the Algona (Iowa)
Publishing Company, Algona, Iowa; and Barb Trim-
ble, publisher, The Valley News, Shenandoah, Iowa
Ge t Fo u n d ! D isco v e r a n d U n d e rsta n d
H o w to M a k e S u re C u sto m e rs Fin d
Y o u r W e b site
T U ES ., JAN . 2 5 | 10 :30 A.M . C EN T R AL
What good is your website if you don’t build a road
to it? In this Inland Webinar, we’ll uncover simple
steps to generate more traffic and revenue for your
newspaper website. This Inland Webinar will make
understanding complex and sometimes confusing
web issues easy to understand as well as motivating
and fun!
You’ll learn:
• How search engine optimization makes generating
more revenue with your website a reality, and
simple ways to start today
• What search engines like Google demand in order
to drive more traffic to your website
• Five essential steps for marketing a website to
search engines
With Shane Peterson, president, Mohican Web Ware
Inc., West Jordan, Utah
C re a tin g a C u ltu re o f In n o v a tio n a n d
C u sto m e r Fo cu s T h a t W o rk s
D AT E T O B E AN N O U N C ED
Find out how the Sales and Marketing Division of
the Palm Beach Post transformed its sales culture
by creating a consultative, customer-focused sales
force, with solution-based selling to help business-
es develop real solutions to help their businesses
grow in a tough economy. Focusing on the cus-
tomer and their needs, rather than “pitching more
products” is a message we can all relate to. The
department might best be described as an agency
setting where the “left brains” and the “right
brains” combine the best of what they bring to the
table to deliver effective solutions and products
to their advertisers. Learn how you can take the
same concepts and strategies and apply them to
your operation to grow revenue through customer
service and specialized solutions for your advertis-
ers.
With Suzanne Pepper, director of Innovative Client
Solutions, Palm Beach Post, West Palm Beach, Fla.
For the most up-to-date listing of Inland Webinars,
please visit InlandPress.org.
Training
W h y W e b inars ?
R easons why Inland Webinars of- R e g istra n ts c a n p a rtic ip a te e a sily
fer significant return-on-invest- A ll that is req uired is a phone and
ment: a computer with Internet access.
Participants simply call a toll-free
In la n d W e b in a rs a re c o st-e ffe c tiv e number to listen to the
Inland’s Web-based seminars run instructions and log on to a
6 0 to 9 0 minutes and cost $ 7 5 for website to see the fully
members and $ 12 5 for non- interactive live presentation.
members. N o travel costs. Minimal Participants can type in q uestions
staff time req uired. to be answered by the instructor.
In la n d W e b in a rs a re to p ic a l a n d R e g istra tio n is sim p le
tim e ly O nline registration is safe, secure
Because they can be produced and easy to use. A ccess
q uickly and deliver information to instructions will be e-mailed to
a large audience, Inland Webinars paid registrants prior to the Inland
can address urgent issues in the Webinar.
industry.
Ple a se n o te : The following member associations are co-sponsors and
eligible for the member rates: A rkansas, A rizona, California, Florida, Illinois,
Indiana, K ansas, K entucky, Louisiana, Maine, Michigan, Minnesota, Missouri,
N ebraska, N ew Mexico, N ew York, N orth Carolina, N orth Dakota, South
Dakota, O klahoma, Pennsylvania, Tennessee, Texas, V irginia, Washington,
West V irginia, Wisconsin, MDDC Press A ssociation, N N A , PN N A , SN PA and
Canadian N ewspaper A ssociation.
Inland W e b inars c o s t $ 7 5 f o r m e m b e rs and
c o -s p o ns o ring o rganiz at io ns and $ 1 2 5 f o r no n-m e m b e rs .
F o r m o re inf o rm at io n o r t o re gis t e r f o r a W e b inar,
v is it Inland P re s s .o rg/t raining/w e b inars
D o y o u h av e t o p ic s u gge s t io ns f o r f u t u re Inland W e b inars ?
S e nd t h e m t o Inland P ro gram D ire c t o r P at t y S lu s h e r at
p s lu s h e r@ inland p re s s .o rg o r (8 4 7 ) 7 9 5 -0 3 8 0 .

S A V E TH E D A TE
Inland ’s 2 0 1 1 M o b ile and S o c ial N e t w o rk ing B o o t C am p
M arc h 1 6 -1 7 , 2 0 1 1 | C h ic ago

I
nland’s 2011 Mobile and Social Networking Boot Camp will be a day-and-a-half workshop designed to help you
understand the mobile and social networking environment and give you the information you need to develop a
strategy for your news operation.

Inland Faculty includes Greg Swanson, CEO, Itz Publishing, Portland, Ore.; Paul Wagner, CEO, Fork•y, Portland, Ore.; Jon
Maroney, SVP Mobile Publishing, Handmark, Kansas City, Mo.; Scott Rosenberg, digital marketing specialist, Strategy 2
Works for You Digital, Crystal lake, Ill.; and Henry Lopez, web editor, Santa Fe New Mexican, Santa Fe, N.M. And others!
For more information on the Mobile and Social Networking Boot Camp, see page 10 or visit InlandPress.org.

JANUARY 2011 | InlandPress.org | The Inlander PAGE 17

Training
Preserv ing freedom of the p ress throu gh for-p rofit m edia
The image of salespeople in
world history has been poor at best.
Educators and professionals look
down on salespeople as if they have
an inherent right of historical cul-
ture. In early history, salesmen—
and they where men at the time—
were carpet baggers, bazaar mer-
chants, money changers and, at
times, outright thieves.
With the advent of film, this im-
age was further reinforced with the
stereotypical image of W.C. Fields
portrayed as a bulb-nosed, over-
weight, belly-up-to-the-bar hard
drinker, gambler and womanizer.
There is not one single instance in
world history in which a salesper-
son is portrayed as a positive role
model—this includes literature,
stage and film.
Professor Hill of “Music Man”
fame was a crook, Moses Prayer of
“Paper Moon” was a con artist who
specialized in cheating widows
with his bible scam, Danny DeVito
in the “Tin Man” would do any-
thing to make a sale and Willy Lo-
hman in “Death of a Salesman” was
a loser. Yet, professional advertis-
ing salespeople make a positive
social and political contribution to
society, and the time has come to
recognize this contribution.
In a speech of unknown origin
delivered to salespeople, Arthur
“Red” Motley, former president of
Parade Magazine said, “You are a
professional. You are like a doctor;
you are prescribing something for
your patient—in this case your cus-
tomer or prospect—and you want
him to do what you suggest because
it will benefit him. This is what a
doctor does.”
The social relevance of advertis-
ing salesmanship is far-reaching
when carried out to the fullest ex-
tent of the imagination and freedom
of the press. The ultimate impact
will be through newspapers and
shoppers influencing and impacting
their communities by providing ad-
ditional benefits and services to the
community.
A cornerstone of any democracy
is freedom of the press. However,
freedom of the press requires more
than merely being a constitutional
right; it must be safeguarded and
preserved. Freedom of the press on
numerous occasions has come un-
der attack—usually by the govern-
ment in the form of legislation or
PAGE 18 The Inlander | InlandPress.org | JANUARY 2011
G u e s t C o lu m n
Arnold A. D eLu ca
Wheaton, Ill.
censorship and disguised as being
in the nation’s best interest, but ac-
tually as a way to suppress informa-
tion and free discussion (i.e. battle
zones in Vietnam and Iraq not open
to reporters).
What really is freedom of the
press?
Freedom of the press could be
described in a number of different
ways. In the Federalist Papers, Al-
exander Hamilton asks: “What is
the liberty of the press? ... Its secu-
rity, whatever fine declarations may
be inserted in any constitution re-
specting it, must altogether depend
on public opinion and on the gen-
eral spirit of the people and the
government.
“Freedom to publish stories with-
out censorship. Freedom to criticize A cop y of an ad u sed as p art of 1 for All, a national cam p aign on b ehalf of the First Am endm ent fou nded b y K en Pau lson,
a politician. Freedom to criticize p resident and C E O of the First Am endm ent C enter and form er editor of US A Today. IMAGE SUPPLIED
the political system. Freedom of
expression of ideas with suppres- or suppressing the news-gathering that to win a libel case, a public of- press. And it is the profits from ad-
sion. Freedom to disseminate infor- and publishing functions. There is ficial must prove a journalist knew vertising revenue that are the pri-
mation without interference.” not one recorded instance I could a damaging statement was false or mary contributors to these efforts.
Pro fit m o tiv e find in which an advertiser or busi- published it with “reckless disre- Boycotts and pressure from adver-
ness was accused of influencing or gard” of the truth. tisers or groups can be challenged
Let us start with the basic prem- stopping a news story from being “It is the press which led the cru- in the courts, usually under the an-
ise that profit is not a dirty word published. sade for the freedom of information titrust laws and collusion for a boy-
and is essential to survival. The Mc- Look at the number of times ma- laws, open meetings laws, whistle- cott.
Cormick Foundation, Ford Founda- jor corporations and/or the govern- blower laws, unique disclosure re- This was clearly demonstrated in
tion, Gannett Foundation, Tribune ment would have liked to influence quirements, shield laws and acces- 1951-52, when Henry Greenspun,
Foundation, MacArthur Founda- or suppress a story from being pub- sibility laws which are prevalent. publisher of the Las Vegas Sun
tion, Rockefeller Foundation and lished: Watergate, the Love Canal, Government tends to want to have newspaper, took on Pat McCarran,
International Press Institute and My Lai massacre, the Chicago more control over the press.” Nevada democratic senator, and the
numerous other socially conscious Democratic Convention, Agent Or- Howard Stringer, the president powerful Joe McCarthy, Wisconsin
organizations were established and ange, the hazards of the Ford Pinto, of CBS News and a man who pays democratic senior senator, on the
are funded by profits from busi- contaminated foods, auto recalls close heed, argues convincingly pages of his newspaper.
nesses. and airplane crashes. Time and that were it not for aggressive press McCarran controlled the issu-
In my opinion, based on exten- again, it is the press that leads the attention, the civil rights revolution ance of gaming (gambling) licens-
sive background and experience in crusade to keep the public in- would have proceeded much more es in Nevada and disliked the edito-
the newspaper and shopper indus- formed. slowly in this country and, had rial position taken by Greenspun.
try, freedom of the press is pro- In the case of Ollman v. Evans cameras been insistently focused McCarran then contacted the casi-
tected by having a solvent publica- (1984), Judge Scalia argued for a on Nazi Germany, they might have nos in Las Vegas and suggested
tion. Solvency (profit) ensures relaxation of the protection of re- prevented many of the atrocities they stop advertising in the Las Ve-
freedom of the press. porters and urged the court to leave against Jews. gas Sun. At that time, the casino
With profit, the press remains the protection of the press to the In d u stry ro le advertising revenue represented 30
“free,” and no single advertiser or legislatures. to 40 percent of the total advertising
group of advertisers would or could This is contrary to the 1964 New It is the industry itself that pro-
have the capability of influencing York Times v. Sullivan case ruling vides the forum for freedom of the G UE ST C O LUM N: C O NTINUE D O N NE X T PAG E

Guest column: Very few publications can publish without ad revenue
C O NTINUE D FRO M PRE V IO US PAG E
revenue of the publication. This
move was an obvious suggestion
that Greenspun reconsider the
newspaper’s position on opposing
McCarran and McCarthy.
Greenspun responded by taking
the case to federal court for relief,
and Judge Roger Foley ruled the
action of the casinos at the sugges-
tion of Sen. McCarran was a boy-
cott. Judge Foley awarded the Las
Vegas Sun $80,000 and ordered the
casinos to resume advertising with
the newspaper.
Greenspun promptly took the
$80,000 windfall from the court
award and purchased new printing
presses for his newspaper.
However, when a publication is
not profitable, then the internal and
outside influences of ownership,
personnel, major advertisers and
suppliers can come to bear on the
content of the news, what is re-
ported and how it is reported.
In an interview with Greenspun
right after the Justice Department
had approved a Joint Operations
Agreement (JOA) with the Las Ve-
gas Review, he commented on this
issue. The JOA approval in effect
ensured that the Las Vegas Sun
newspaper would remain in busi-
ness by joining their operations
with the Las Vegas Review in a
combined operation.
When Greenspun was queried
about the concept of freedom of the
press being ensured by profitable
newspapers, he commented: “When
we were profitable, we never con-
sidered the reactions of our adver-
tisers to a story. However, as the
publication started to lose money,
which recently amounted to mil-
lions of dollars per year, we then
became very sensitive to what
might be the possible reaction of an
advertiser to a controversial story
and could we afford to lose that
advertiser and the related advertis-
ing revenue if we published the
story in question. Without a doubt,
there is a strong relationship be-
tween freedom of the press and
profitable newspapers. Profit en-
sures independence and freedom of
the press.”
Freedom of the press is support-
ed and fortified by profitable pub-
lications that are able to report news
and news events without internal or
Training
D ec. 15 is the 219 th b irthday of the First Am endm ent and the B ill of Rights.
C e le b ra te . Ap p re cia te .
This 1 for All cam p aign ad from 2010 celeb rates the b irthday of the First Am endm ent and the B ill of Rights. IMAGE SUPPLIED
outside influence. It is the profits to support their commitment.
that make possible the continued This position is made possible by
investment in state-of-the-art equip- producing revenue. It is the adver-
ment and professional personnel. tising revenue that makes possible
Asso cia tio n s h e lp the independent freedom of the
press position. And it is the adver-
When these publications from tising revenue from the sale of dis-
trade groups such as the Inland play and classified advertising
Press Association, International space that contributes more to the
Press Institute, American N ewspa- overall revenue than any other
per Publishers Association, N a- source of revenue, including sub-
tional N ewspaper Association, scription revenue.
N ational N ewspaper Publishers As- There are very few general cir-
sociation, all competitors and non- culation publications, if any, that
competitors band together in asso- could continue to publish without
ciations and organiz ations that they the benefit of advertising reve-
support ethically, morally and fi- nue.
nancially, they have the added There are many days when the
strength and voice of a special in- circulation (subscription and single-
terest group that is interested in copy) revenue paid for the newspa-
safeguarding freedom of the press per does not even cover the cost of
and they are in a financial position the newsprint on which the publica-
tion is printed. Therefore, the pro-
duction and delivery of the news-
paper is subsidiz ed by advertising
revenue.
In most situations, it is the adver-
tising space sold which, through a
formula or company policy, will
determine how much space is avail-
able for news. In practice, the ratio
of advertising to news varies de-
pending on different factors.
It is also the advertising revenue
that encourages and finances the
conversion of publications, such
as a shopper or advertiser publica-
tion to a newspaper. For ex ample,
the weekly publication of Paddock
Publications in Arlington Heights,
Ill., converted to a twice-weekly
and then in 1 9 6 9 to a seven-day
daily publication, the D aily H er-
ald . It was the advertising revenues
JANUARY 2011 | InlandPress.org | The Inlander PAGE 19
that made this ex pansion possi-
ble.
Ad v e rtisin g p ro fe ssio n a l
E ducated professionals in the
field of advertising sales will make
a positive contribution to the news-
papers and media that employ them.
The inclusion of advertising sales
studies at institutions of higher
learning are important to the devel-
opment and continued education of
professional advertising sales peo-
ple and the media industry.
The professional advertising
salesperson would enter and mature
into the role of a concerned profes-
sional business adviser of the client.
As such, he or she would be pre-
scribing help for the client with the
same dedication and ethical stan-
dards ex pected of any professional.
Sales will move out of the back-
ground and into the sunlight of
mainstream business and educa-
tion.
The professional advertising
salesperson would assist the client
in the development of advertising
and marketing programs of which
most small- and medium-siz ed
merchants have very limited knowl-
edge or ex pertise.
One must keep in mind that the
small- and medium-sized merchants
throughout the world are an endan-
gered species, and we can clearly
document many communities that
have seen the devastating impact of
shopping centers, discount stores
and mass merchandising operations
on the traditional merchant com-
munities in these towns. Many are
unable to compete and are almost
completely destroyed.
The professional advertising
salesperson, working in the best
interest of the client, could very
well be the pivotal point to save the
small- and medium-sized merchants
in many communities. With a well-
planned advertising and marketing
program, the small- and medium-
siz ed merchants can prosper and
competition can increase with the
consumers benefiting, the mer-
chants benefiting, the community
benefiting and the publications ben-
efiting.
Arnold A. D eLu ca, Ph.D ., is p resident of
D y nam o International Inc., in W heaton, Ill.
H e can b e reached at (6 30) 6 6 5-006 0 or
dy nam ointl3@ com cast.net.
Training
Reporters should challenge their own biases when dealing with all sources
A group of do-gooders, the story
said, wants the state to raise taxes
on cigarettes.
The theory: The more cigarettes
cost, the less people will smoke.
The do-gooders cited a key sta-
tistic: Smoking-related illnesses
cost each of the state’s “tax-paying
households $539 a year.”
That’s a frightening statistic, and
convincing, too. Yeah, let’s raise
the taxes on those evil smokers.
Geez, $539 a year, that’s a lot,
that’s a … that’s a …
Wait a minute: Is that really con-
vincing?
Who came up with that statis-
tic?
(The story doesn’t say.)
How can it be that precise?
(Again, no explanation.)
Did somebody go to the trouble
of determining exactly how much
in state taxes went to cover exactly
these specific illnesses brought on
by smoking?
(If the reporter asked, the answer
didn’t make it into the story.)
If a smoker gets state assistance
to buy cough medicine, for instance,
do we know for sure that that cough
is a direct result of smoking? Isn’t
it possible that the person buying
the cough medicine just started
smoking two days ago, has barely
learned to inhale, and he or she ac-
tually caught a cold, so the cough
wasn’t the result of smoking?
But wait.
N e w s w rit ing
Jim Stasiowski
Sparks, Nev.
Am I allowed to question a sta-
tistic being used to help make
people healthier?
Let’s try the reverse. Let’s say a
convenience-store owner, who
makes lots of money selling ciga-
rettes, said that the treatment of
smokers’ illnesses doesn’t cost tax-
payers a penny.
Just think of the societal distinc-
tion: do-gooders versus conve-
nience-store owners.
On the one hand, you have doc-
tors among the do-gooders, well-
groomed, well-educated men and
women in those white smocks—
doctors still wear those, right?—
convening a press conference in a
fancy meeting room. Five of them
sit at a head table, and they pass the
microphone back-and-forth as they
speak in crisp, measured, reason-
able tones about the need to raise
the tax to combat the evils of smok-
ing. They hold up fat research pa-
pers on the damage caused by
“Again, there’s that image problem: The guy trying to
make a profit is sleazy, whereas the people trying to
protect the public health are reputable.”
smoking. They answer dozens of
questions, and along the way, one
of them confidently puts forth the
“$539 a year” number.
On the other hand, a reporter
gets hold of a convenience-store
owner. Fast-talking Max—not his
real name—is on his cell phone.
He’s driving between his stores,
and says he has maybe three min-
utes to talk. The image of Max
flashes in the brain: He’s grubby,
possibly unshaven, his car is messy,
and he doesn’t talk; rather, he
shouts. He smokes unfiltered Cam-
els.
What if Max says: “This is (ex-
pletive). Smokers don’t cost the
taxpayers a (expletive) penny.”
The reporter has to challenge
that, right? I mean, we all know
smokers’ illnesses strain the gov-
ernment-assisted health care sys-
tem.
But there was no challenge to the
“$539 a year” assertion.
If we know that “smokers don’t
cost the taxpayers a (expletive)
penny” is bogus, why do we assume
that “$539 a year” is accurate?
Answer: those white smocks.
Doctors wouldn’t lie. Conve-
Jim Stasiowski, writing coach
nience-store owners? Well …
Our sources, even the most su-
perficially respectable, never stop
trying to get us to accept their ver-
sion of truth.
The “$539 a year” declaration?
We accept it because of that “9”
at the end. If someone had said,
“Smoking-related illnesses cost
taxpayers $500 a year” or “$550,”
we might say: “Hmmm … sounds
too pat.”
But “$539” sounds legitimate
simply because it isn’t a round
number. Surely someone actually
went to the trouble of calculating
precisely how much smokers are
costing us.
Our response should be: “OK,
doc, show me exactly how you
came up with $539 a year. I’ll sit
here with you as long as necessary.
And if your math is wrong, or ques-
tionable in any way, I’m going to
show that to readers.”
In truth, our sources are using our
own proclivities against us. We
push for precision, so our sources
come up with a convincing $539.
We want our stories to assist in
making our communities better, so
our sources bombard us with the
cigarettes-are-killers argument. We
demand credibility, so our sources
put on their smocks.
Besides, we reason, that conve-
nience-store owner’s only interest
is to sell cigarettes so he can make
a profit. Again, there’s that image
problem: The guy trying to make a
profit is sleazy, whereas the people
trying to protect the public health
are reputable.
We live in a world that needs
both convenience-store owners and
public-spirited do-gooders, and we
have to recognize that neither side
is without sin.
Even more relevant: Good inten-
tions do not excuse dubious statis-
tics.
THE FINAL WORD: You’re
writing a profile of a guy named
Swanson who persevered despite
extreme hardships, and you quote
a source as saying, “Yeah, old
Swanson, he’s a real trooper.” Is
that spelling correct?
Nope. The word there is “troup-
er.”
A “trouper” is an experienced,
dependable actor or actress who
lives by the creed, “The show must
go on,” no matter what difficulties
stand in the way.
Jim Stasiowski, writing coach for The Dolan
Company, welcomes your questions or
comments. Call him at (775) 354-2873 or
write to 2499 Ivory Ann Drive, Sparks, Nev.
89436.

Manage better with Inland’s General Performance Assessment

A CONF IDENTIAL M ONTH L Y BENCH M ARK ING RESOU RCE F OR DAIL Y NEW SPAPERS
• R eceiv e your E x ecutiv e S ummary • C ompare your performance to other papers
• Mak e the Top 1 0 L ist • R eal-time data
Fo r • N ew D igital Media A dv ertising C lassi•cations, including Mobile Media
2011

N
ewspaper executives have indicated a desire to have more timely data by Questions? Please contact
which to evaluate the performance of their newspapers. Inland’s monthly Tim Mather, Inland’s •nancial studies
General Performance Assessment may also be used as a supplement to manager, at tmather@inlandpress.org
Inland’s National Cost & Revenue Study for Daily Newspapers. It is a con•dential or by calling 847-795-0380.
survey in an electronic format for both data submission and distribution.
The GPA is applicable for daily newspapers of any size! Performance
categories include gross pro•t, circulation, advertising, labor, EBITDA, electronic/
digital media, accounts receivable and capital expenditures. Output is in the form
of percentages, percentage point changes, percent of revenue, and percent
change vs. prior year, without exposing the underlying data. GPA
PAG E 2 0 The Inlander | InlandP ress.org | JANU ARY 20 11

Prepare for news interviews or your stories will likely fall short
Remember when you interviewed
for a job? You likely had a list of
“dos” and “don’ts” firmly ingrained
in preparation for the line of ques-
tioning.
Among the dos are dress appro-
priately and be on time. Among the
don’ts are avoid rambling answers
and be wary of combative respons-
es.
In a similar vein, interviews are
basic to newsgathering. Interviews
may well spell a dead end to a
story if reporters are not prepared.
Equally important, reporters must
be savvy in how to present the in-
formation.
Here is one checklist to help pro-
duce fruitful interviews and then
portray the circumstances:
Do your homework. Preparation
is the requisite to producing a solid
story and is most important when
conducting interviews. Find out as
much as possible about the subject
and the individuals. Review appro-
priate materials, and touch base
with others who have knowledge
Training
E d it o rial
Jim Pumarlo
Red Wing, Minn.
of the subject.
A v oid p rec on c eiv ed n otion s.
Reporters should approach inter-
views with an open mind. If you
enter an interview with a certain
mind-set, the interviewee will like-
ly take notice and information may
not be forthcoming. If you antici-
pate your subject to be adversarial,
ease into the “tough” questions or
your session may well be cut
short.
Dress for the c irc umsta n c es. B e
cogniz ant of the surroundings, and
dress for the occasion. It’s no more
appropriate to wear a sport coat and
tie for interviewing a farmer in the
dairy barn than it is to enter a C EO ’s
office wearing a T -shirt and jeans.
B e a tten tiv e to follow-up q ues-
tion s. Every reporter should have
prepared questions for an interview.
Equally important, reporters must
be adept at asking follow-up que-
ries during the course of a conver-
sation.
A s k op en -en d ed q ues tion s .
Pose a question that can be an-
swered by a simple “yes” or “no,”
and that’s likely the response you’ll
receive. Frame questions so the in-
terviewees must ex plain them-
selves.
M a ke n ote of the en v iron men t.
Reporters often reference the sur-
roundings in a story. T hat may well
help set the atmosphere. In some
instances however, the description
is out of place and can detract from
the flow of a story.
U se d esc rip tiv e tex t when a p -
p rop ria te. B e selective when in-
corporating descriptive tex t in a
story. A feature on a bellman will
likely include details of the uni-
form. T he attire of an individual
speaking at a public hearing may
not be relevant to report.
C on v en e a c on v ersa tion . Inter-
views should be a dialogue not
dominated by either the interview-
er or interviewee.
S eek other v oic es. Few stories
should be limited to “single sourc-
es.” T he more voices in a story, the
more well-rounded it will be. In-
corporating the perspectives of oth-
ers can be a valuable addition even
in personality profiles.
Dec ip her n otes immed ia tely.
Record your notes as soon as pos-
sible, whether the story is due the
nex t day or even weeks later. N oth-
ing is more frustrating or embar-
rassing than being unable to read
your notes— quite possibly to the
detriment of your final story.
C on sid er q uestion -a n d -a n swer
forma t. Q & As can be an ex cellent
presentation for some interviews.
It’s important to let the individuals
know that their answers will be
subject to editing for length and
clarity.
“ S a id ” sa ys it b est. S ome writers
go to great lengths to avoid always
using “said” for attribution, espe-
cially in feature stories. S ubstitute
words may include “ex plained,”
“noted,” “added” and “empha-
siz ed.” S ome words may inadver-
tently inject editorial commentary.
T he best rule is to stick to “said.”
In a nutshell, reporters must be
as well schooled on the issues as
the subject of the interview. It’s es-
sential to producing stories with
substance and meaning for read-
ers.
Jim Pumarlo writes, speaks and provides
training on community newsroom success
strategies. He is author of “Votes and
Quotes: A Guide to Outstanding Election
Coverage” and “Bad News and Good
Judgment: A Guide to Reporting on
Sensitive Issues in a Small-Town
Newspaper.” He can be contacted at
Pumarlo.com.

S e t y o u r s igh t s o n t h e righ t go als in 2 0 1 1 :

Im proving em ployeem oraleand productivity
I
ncrease job satisfaction, longevity and productivity. Assess
management performance, personnel policies, and the value of
bene•ts packages. Pinpoint and correct sources of discontent,
inef•ciency and turnover. Identify programs that are already maintaining
high morale. Enhance not only your bottom line, but the quality of
your product and your newspaper’s reputation in the
community. Knowing how your employees think about
the company they work for can make your newspaper
run more ef•ciently, enhance its quality, and save you
the expense of high employee turnover.
Of course, with Inland’s 80-plus years of experience
in compiling newspaper-industry research studies come
the familiar, unconditional guarantees. Pertinence.
Accuracy. Con•dentiality. The Inland Employee Attitude
Survey helps you manage even better.

To participate, contact Karla Zander, human

resources research manager, at 847-795-0380
or kzander@inlandpress.org.

Inland
Works for You

JANU ARY 2 0 11 | InlandPress.org | The Inlander PAGE 21

Training
A look at the AB C ’s of adm irab le liv ing and su ccessfu l sales
My gregarious grandson, Luke,
is learning his ABC’s, and he will
gladly recite them with tremendous
enthusiasm to anyone who will lis-
ten. It seems that all young children
have an enormous passion to learn
new things and then demonstrate
their competence to the world.
Luke’s ambition for knowledge
reminds me of what I have learned
over the years in my quest to be a
successful salesperson and motivat-
ing sales trainer. I have named these
observations “The ABC’s of Admi-
rable Living and Successful Sales.”
A - Attitude. Our success is de-
termined not so much by what life
brings to us as by the attitude we
bring to life; not so much by what
happens to us as by the way our
mind looks at what happens. John
Homer Miller observed, “Circum-
stances and situations do color life,
but we have been given the free will
to choose what that color shall be.”
Your customers are influenced
more by your attitude than by your
facts and numbers.
B - Believe. We must remember
that if we believe we’ll be success-
ful, we give ourselves a much
greater opportunity to be success-
ful. Henry Ford preached, “If you
believe you can or if you believe
you can’t, you’re absolutely right.”
Believe in the tremendous power
of your newspaper and its many
products. Most importantly, believe
in yourself and your abilities.
C - Change. Understand that
change is a natural process in life,
and we must be vigilant to antici-
pate what changes will influence
the future. The most effective way
to cope with change is to help cre-
ate it. Help your newspaper make
the necessary changes that will se-
cure its future.
D - Discipline. Success is a by-
product of hard work and discipline.
And perhaps the coach Vince Lom-
bardi said it best when he told his
football players, “I’ve never know
a man worth his salt who, in the long
run, deep down in his heart didn’t
appreciate the tremendous value of
daily and intense discipline.” Now
more than ever, we must be astute
and disciplined employees.
E - Enthusiasm. I have the fol-
lowing quote by Edward B. Butler
in my day planner, and I read it
daily: “Every person is enthusiastic
at times. One person has enthusiasm
PAGE 22 The Inlander | InlandPress.org | JANUARY 2011
O n S ale s
John Lindsey
Phoenix, Ariz.
for 60 minutes, another person has
it for 60 days; but it’s the person
who has it for 60 years who becomes
a success in life and makes a posi-
tive difference in the world.” Are
you an enthusiastic employee? If
not, learn how to rekindle the fire.
F - Friendship. I have been
blessed with many friends over my
life, but the ones I treasure most are
those who are at my side when I’m
going through a difficult time. Ul-
ysses S. Grant commented, “The
friend of my adversity I shall al-
ways cherish most. I can better trust
those who helped to relieve the
gloom of my dark hours than those
who are ready to enjoy with me the
sunshine of my prosperity.” Once
you find a true friend at work, your
work is much more enjoyable. Re-
member, in order to have a good
friend, you must first be one.
G - Gratitude. Three of the most
powerful words in the English lan-
guage are “please” and “thank
you.” Express them often—espe-
cially to your advertisers.
H - Humor. If we want to keep
our sanity through these tough eco-
nomic times, possessing a good
sense of humor is absolutely essen-
tial. Robert Burton wrote, “Humor
purges the blood, making the body
young, lively and fit for any manner
of employment.”
I - Ideas. One of the most power-
ful things you can possess that will
help you succeed in your work is a
good idea. When I was an advertis-
ing salesperson, the president of an
advertising agency made a presen-
tation to a prospective account. I
asked him if he thought the account
would choose his agency. He said,
“They will pick the agency with the
best idea. If we presented the best
idea, we’ll get the account. The best
idea always wins.”
J - Joy. Find a job you love, and
you never work a day in your life.
O b je c t io n o f t h e M o nt h
Pro sp e c t: “My company is really struggling be- service you provide. You don’t want the walk-by
cause of the recession. I don’t have any money traffic to just ‘walk by’ your store.
to advertise. I know I should advertise, but it is
very difficult for me to just stay in business. “T here are many businesses in this mall that are
When the economy picks back up, perhaps I’ll advertising in our newspaper every week, and
consider it, but not right now. My store is here people will check out the sales at these busi-
in the mall, so I should get a lot of business this nesses before window shopping other stores.
time of year from walk-by traffic.”
“Most importantly, you must remember that
advertising is not an ex pense but an investment.
N e w sp a p e r M e d ia C o n su lta n t: “I know the mall
will be very busy this time of year, and I’m sure B y investing in a good advertising campaign,
you will get some walk-by traffic. However, you will more than pay for it with the response
people are very busy, and the time spent in the you will receive. You have invested in your in-
mall is down about 12 percent. You need to pro- ventory, so now it’s time to invest in our news-
vide people with a reason why they should paper to move that inventory out of your store.
come into your store when they are at the mall. A llow me the opportunity to create some dy-
You could do that by advertising some sort of namic ads that will not only draw attention but
special, the name brands you carry or the great will draw customers.”
S ale s Tip o f t h e M o nt h
S mart salespeople have a box in their trunk with files to hold the materials they might need to have
on a sales call. F or ex ample, special section kick sheets, copies of special sections, newspapers, rate
cards, credit applications, market research Information, cost-per-thousand analysis, business cards,
spec ads, testimonial letters, list of satisfied advertisers, layout paper, etc. We call this a T runk K it.
D on’t leave the office without it.
Share your joy with others, and you tive needs-analysis interviewing. is over and all the sales meetings
will find your own joy is not dimin- R - Rest. Herald J. Reilly said, have concluded, one word remains:
ished but, instead, it’s doubled. “Rest has cured more people than work. However, always remember
K - Knowledge. Be a continu- all the medicine in the world.” that the most satisfying reward for
ous, life-time learner. Knowledge Learn how and when to rest your a person’s work is not what he gets
is the antidote to failure. The more mind, body and soul. for it, but what he learns and be-
you learn, the more you earn. S - Salesmanship. Sales is a comes by it.
L - Laugh. Laughter is the tran- noble profession. Don’t ever forget X - X-Ray. A 360-degree evalu-
quilizer with no side effects. We it. Honest salespeople earn the Hon- ation is the greatest way to get feed-
must learn to laugh at ourselves. orable Degree of Salesmanship. back on your strengths and your
M - Manners. Simply said, man- Are you worthy of a diploma? areas for improvement.
ners matter. They are the founda- T - Time. Salespeople who learn Y - Youth. The salesperson who
tion of the sales process. Good how to use their time effectively maintains a youthful spirit endures.
manners are a sign of respect and will double their sales. What you You are young only once, but you
self-confidence. do today is important because you can be young in spirit until your last
N - Names. One of the greatest are exchanging a day of your life breath.
attributes of high-performing sales- for it. Z - Zeal. Zeal is the steam that
people is the ability to remember a U - Understanding. If knowl- moves the world. Once a person
person’s name—don’t forget it. edge is power, understanding is learns how to direct his or her zeal,
O - Opinions. Know when to knowledge put to effective use. powerful things begin to happen.
express your opinion and know Great salespeople not only have Never lose your zeal and passion
when to keep your mouth shut. knowledge, they also know how for sales. You have an honorable
Many sales are lost because the important it is to understand. purpose in life. Fuel that purpose
salesperson expressed his or her Charles Reade stated, “If you truly with fervent zeal and everlasting
opinion about something unrelated wish to please people, you must passion.
to the sales process. Abraham Lin- begin by understanding them.” What’s the moral? Learn these
coln stated, “It is the person who V - Voice. The impact of a mes- ABC’s of life and sales, and you
does not want to express an opinion sage is influenced by the tone of will advance to the head of the class.
whose opinion I want.” your voice more than you will ever Practice them always, and you will
P - Persistence. One of the most know. Research has proven that the earn the right to stay there.
important qualities in sales is to be impact is as high as 40 percent. It
persistent in calling on accounts. In is 93 percent for salespeople who John Lindsey is p resident of Lindsey &
the long run, persistence really does sell over the telephone. It’s not Associates, a Phoenix, Ariz.-b ased
pay off. what you say. It’s not what you consu ltancy that has b een serv ing
Q - Question. One of the most meant to say. It’s what the other new sp ap ers since 19 8 7. H e can b e reached
important skills a salesperson must person thought you meant by the b y p hone at (6 02) 6 18 -076 1, online at
acquire is the ability to ask good way you said it. Lindsey AndAssociates.net or v ia e-m ail at
questions. Develop the skill of effec- W - Work. After all the training JohnK Lindsey @ aol.com .
the
InlanderClassifieds In print monthly and online every day at InlandPress.org
l R ates: $ 1 per ad plu s 2 5 c ents per w ord. M emb ers get 3 0 w ords free. Pric e inc lu des
plac ement in T he Inlander and on the W eb site.

l S end ad c opy and b illing info to: inland@ inlandpress.org.

FO R SA LE W EEK LY N EW S PAPER
W EEK LY N EW S PAPER
P rofitable award-winning weekly news-
paper. R apidly growing community plus W h ere c an y o u g o rig h t no w t o p eru s e an o nline lib rary
Lost your job? Looking to become your tourist market. F amily owned for more
own boss? High quality, long standing
weekly newspaper cluster with online
than 4 0 years. A nice fit for a single op-
erator or as part of an existing printing
o f nic h e p ro du c t s and new s p ap er s p ec ial s ec t io ns ?
product in Northeast that grew in 2009. operation or publishing group. Serious
Six figure income to owners. inquires only. P lease e-mail inquires to
Confidential. ggreen@cribb.com newspaperforsale5 1@yahoo.com or call
Charlie W rubel, (201) 5 19-6 97 3 .
Inland’s N ewspaper
B usiness D evelopment website,
N B D N -Inland.org.
Save the date T h ere you can download full P D F versions of
nich e products for students, parents, brides,
military personnel, and more!
Multimedia
A ll Inland members get free access to th e site.
Key Executives
Conference
February 21-23, 2011 H AVE YO U H A D A N Y
Renaissance Vinoy Resort & Golf Club S T A F F C H A N G E S R E C E N T LY ?
St. Petersburg, Fla.
Help us make ef•cient use of your time by taking a moment to
See page 4 for more let us know if Inland Press is sending relevant information to the right
people in your organization.
Speci•cally, Inland would like to have current names, e-mails and phone
R u b es B y L eig h R u b in numbers for all of the top positions listed in our online member directory, from
chairman to your special sections executive. If one person has responsibilities
over more than one job title, please list that person in all appropriate categories
to ensure that someone at your paper receives our timely updates.

Y o u c an do t h is in t h ree s im p le s t ep s :
1 L o g in t o Inland’s m em b er direc t o ry at
h t t p ://w w w .inlandp res s .b iz /

2 C h ec k y o u r new s p ap er inf o rm at io n b y c lic k ing

o n U S E R A D M IN

3 M ak e any nec es s ary c h ang es u nder

N E W S P A P E R IN F O U P D A T E S

The changes become synchronized with our internal database to make

sure that we’re sending the right information to the appropriate people.
Inland members can use this directory as a reference tool as part of their
membership.
If you don’t know your username and password, please contact Kathy
Koerlin at kkoerlin@inlandpress.org or
call (847) 795-0380. Any questions? Call us.
Inland appreciates your time and
Inland
effort. We look forward to serving W orksforYou
you in 2010 and beyond.

JANUARY 2011 | InlandPress.org | The Inlander PAGE 23

 S ee pag
e4
for mor
e!

Co-sponsored by Florida Press Association.

For more information, call (847) 795-0380 or visit InlandPress.org.