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Star photo by Sarah PrallArizona Daily Star Photo Department

Villa shown after skydiving at age 80 following her return to work after chemotherapy treatment and several months of recovery.

Official Publication of the Arizona Newspapers Association for distribution to all employees of ANA newspapers

ANAgramsArizona Newspapers Association1001 N. Central Avenue, Suite 670Phoenix, AZ 85004-1947

“PRSRT STD”U.S. POSTAGE PAIDPHOENIX ARIZONAPERMIT NO. 3429

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this issue

A N Ag r a m s

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In

ANA member newsSpring Workshop .................................3 Photo Contest ............................1, 8, 16 Member News .....................................6Ethics Resources.................................5 Jobs available, jobs wanted...............16

Other items of interestStasiowski, Writing Coach...................3Environmental column.........................7Calendar..............................................9Ad-libs ................................................9Dodging Bullets.................................11InCopy, Slimp ...................................12

March/April, 2004

ASU revivesSPJ chapter

Arizona State University jour-

nalism and mass communica-

tions students organized Feb. 10

to reactivate the dormant ASU

chapter of SPJ. Instrumental in the

organization are graduate student

Tiffany DiGiacinto and broadcast-

ing senior Selina Shearer.

A dinner honoring ANA Past Presi-dent Clyde Roberts was held March 15 in Scottsdale. It was organized by a friend, Army General Frank Sackton, retired.

Mr. Roberts invited ANA Execu-tive Director John Fearing to attend with about a dozen friends who reside at Westminster Village in Scottsdale.

General Sackton, a veteran of Pacific combat in World War II, while reading Mr. Roberts’ leather bound copies of the Arizona Publisher became interested in learning more about the Arizona Newspapers Association and the newspapers in the state.

Mr. Roberts was ANA President in 1975. The Arizona Publisher was the name of the association’s newsletter then, and Mrs. Kitty Smith was the association manager when Mr. Roberts was president. General Sackton said he learned much about Arizona and the newspapers of the state by reading the book of newsletters.

Bill Roberts, Clyde’s son, also attended and talked about his work at the Tribune newspapers in the East Valley. Bill is Director of Creative Services in the Tribune’s facilities in Gilbert. He shared copies of advertis-ing materials they produce, including newspaper ads and direct mail maga-zines and cards.

Roberts owned the newspapers in Willcox (Arizona Range News) and in Benson (San Pedro Valley News). “I sold them to Milt Wick,” he said. He noted that Mr. Wick passed away not to

Past ANA president honored at dinnerlong after the transaction. “Of course that was long before they discovered Kartchner Caverns,” he said.

Bill recalled for the group that at age 12 he worked at the newspaper which had its own press and Linotype machines.

Also included for the dinner was J.L. “Red” Jennings, former publisher of the Bartlesville (Oklahoma) Exam-

iner-Enterprise. He was president of the Oklahoma Press Association in 1971 and was a regional manager for Don-Rey Media. He currently sits on the board of the Don Reynolds Foundation.

Another retired journalist in the group was Claude Ramsey, who worked with United Press International from 1939 to 1953. He worked in the Rio Grande Valley of Texas and in Houston.

Register now for best Ad WorkshopThe ANA 2004 Spring Adver-

tising, Marketing and Circulation Workshop and the 2004 Arizona Newspaper Excellence in Adver-tising Competition is scheduled for May 5-8 at the Paradise Valley Embassy Suites in Phoenix.

Kevin Slimp, director of the Institute of Newspaper Technol-ogy, will present computer training Wednesday and Thursday. Wednes-day he will be discussing PDFs - creating, preflighting and fixing them.

On Thursday Slimp will spend the morning demonstrating Mac’s OSX Panther, while the afternoon will be devoted to Adobe InDesign CS.

A number of speakers will be presenting sessions on Friday and Saturday.

Friday Workshop attendees can choose from Robert Wilson, who will be discussing ad sales, and

Clyde Roberts, Standing right, reminisced about his days as ANA President with ANA Executive Director, John Fearing, left. Seated at left is Tim Bogin, and at right is Army General Frank Sackton, retired, who organized the dinner to honor Mr. Roberts.

Chuck Nau, author of “Get the Word Out,” who will talk about political advertising.

On Saturday, speaker choices include Jeff Greene talking about selling ads to local and national advertisers; Phil MacDonnel of Jennings, Strouss & Salmon, who will present legal issues for politi-cal advertising; Don Ullmann and Sharon Schwartz presenting infor-mation on network advertising

sales; Ardith Matthews talking about using AdMall; Tony Roselli present-ing on overcoming objections.

Also, the Inaugual Showcase of Arizona Newspapers will be Thursday evening, with the Advertising Awards Happy Hour reception presented on Friday evening.

Additional information is on page 3 and at ANA’s web site ananews.com. Registration materials have been sent to publishers and editors.

2 3March/April, 2004

PresidentBobbie Jo Buel...................(520) 573-4220 Arizona Daily Star [email protected]

First Vice PresidentJulie Moreno........................(928) 539-6840 Yuma Daily Sun [email protected]

Second Vice PresidentMike Quinn ..........................(928)-453-4237 Today’s News-Herald [email protected]

Third Vice PresidentPam Mox................................(520) 625-5511 Green Valley Sun & News [email protected]

Secretary/TreasurerWilliam Toops ....................(623) 842-6000 The Glendale Star [email protected]

Two-Year Director/OptionalTom Arviso...........................(928) 871-7359 Navajo Times [email protected]

Two-Year Director/DailiesLeon Levitt ..........................(602)-444-8396 The Arizona Republic [email protected]

Two-Year Director/DailiesDon Rowley ........................(928) 774-4545 Arizona Daily Sun [email protected]

One-Year Director/DailiesMichael Chihak....................(520) 806-7735

Tucson [email protected]

One-Year Director/Non-DailiesJohn Wolfe...........................(480) 497-0048 Independent Newspapers, Inc. [email protected] Past PresidentGreg Tock ............................(928) 537-5721 White Mountain Independent [email protected]

Executive DirectorJohn F. Fearing................................... Ext. 105 [email protected]

Business ManagerPaula Casey....................................... Ext. 102 [email protected]

ANAgrams EditorCarmen Wendt ................................... Ext. 103 [email protected]

Ad Placement Media CoordinatorLisa Poland......................................... Ext. 112 [email protected] Advertising ManagerSharon Schwartz ................................ Ext. 108 [email protected] Ad Sales RepresentativeDon Ullmann........................................Ext. 111 [email protected]

Receptionist/TearsheetsLorraine Bergquist .................................. Ext. 0 [email protected]

ANA/Ad Services Board of Directors

ANA Staff Members

John Fearing

Executive Director

ANAgrams is published by the Arizona Newspapers Association

1001 N. Central Ave., Suite 670 Phoenix, AZ 85004-1947

(602) 261-7655Fax: (602) 261-7525

Web Addresses: www.ananews.comwww.publicnoticeads.com

Journalists and HIPPA – how does it affect you?

giving you the name quickly, or delay-ing the name release?

2. If delaying, is it a recent development (the last year) compared to previous years?

3. When they delay, what is the reason given? Is it only because rela-tives haven’t been notified, or are they saying HIPPA or state law prevents that disclosure?

As a consumer of news, it appears to me that the release of names in these stories has worsened in the past year. It seems to me it is restricting your reporting one of the five W’s – the who. I need you to tell me, rather than guessing.

HIPPA is the federal Health Insurance Portability and Protection act and is administered by the office of Civil Rights in the Health and Human Services Department.

An attorney here in Phoenix who studies HIPPA, cross referenced it with the current law to see if the new bill made matters worse. Turns out,

matters were worse to start with.My 45-minutes with the

Phoenix attorney means I only know how to spell HIPPA. But basically it limits those “covered” by the regulations. In general, if you transmit patient information electronically AND it includes personally identifiable informa-tion, you are covered and can’t release it.

Worse is the word I would use to interpret the Arizona patient information statute. You only need to be a “Person” receiving medical information to be covered.

Does that include your news sources? I don’t think it should. Don’t ask the ambulance driver for a name. That person is in the medical business.

But the police should be able to release the name – you aren’t asking for a diagnosis.

Do yourself a favor, and let me know. Thanks.

The effort that began in the mid-1990’s to keep the public informed though public notices in newspapers will add new efforts in April. At their board meeting March 25, the directors of the Arizona Newspapers Association appointed a Public Notice Task Force. It will make recommendations to the full board of directors when they meet in early May.

ANA President Bobbi Jo Buel, man-aging editor of the Arizona Daily Star in Tucson, invited eight to participate:• Pam Mox, Green Valley News & Sun,

ANA Director;• Billy Toops, Peoria Times/Glendale

Star, ANA Director;• Don Kramer Sr., Casa Grande Dis-

patch;• Tom Lee, Wick Communications

Tucson;• Blake DeWitt, Western Newspapers;• Diana Creighton; Arizona Capitol

Times;• Diane Heuel; Record Reporter, Phoe-

nix, and,• Glen Burchfield, Gila Bend Sun.

The first meeting will be April 8 at 2:30 p.m. in the ANA office. It will meet again May 6 prior to the next board of director’s meeting schedule at 2 p.m.

Since the Public Notice preservation work began in the mid-1990’s, Arizona newspapers have led the nation in this important public information/legislative work. The internet database of public notices has very good partication, but

Task Force to boost ANA’s Public Notice preservation work in April

A bill in the Arizona Legislature appears to meld the state’s laws concerning medical pri-vacy with the federal regulations under the HIPPA acronym.

How does HIPPA

and the state law affect your work?

Please send me an e-mail at [email protected], and let me know. There are specific things we need to know.

1. When covering an acci-dent or a shooting, are the police

recent audits of notices printed com-pared to notices uploaded, show that publishers need to be more alert if this effort is to continue succesfully, ANA Executive Director John Fearing told the Board of Directors.

President Buel has charged the Task Force with three main responsibilities:1. Create a policy statement the board

can adopt as its position that will motivate and guide newspaper publishers into the future on this issue.

2. Draft a Notice Publication Standard which newspapers can follow. This will address most complaints about notices such as type size, placement, readability, lack of an easy way to find specific ads (index or classifica-tion system).

3. Address web database issues: achiev-ing 99% upload participation; read-ability on the web; graphics; notices not in text format; placing notices via the web, etc.Fearing pointed out that an audit of

20 newspapers in January and Febru-ary show that only 78 per cent of the notices were uploaded to the website, www.publicnoticeads.com.

Phil MacDonnell, an attorney with Jennings Strouss and Salmon and ANA’s legislative lobbyist, said that the data-base has been very helpful over the years in defending the public against legisla-tive action that would either eliminate some public notices altogether or allow

posting only on a government agency website.

John Wolfe, ANA Director and executive editor of the Independnet newspapers in the Phoenix area, summed up the need for higher-level action in this area. He said it is best to take action now with a goal in mind, rather than attempt to take action to reverse loss of notices after the fact. Rather than waiting until the dark settles in, we need to work now while there still is light to guide us, he said.

The policy statement should show member publishers how serious the problem is, and how serious the asso-ciation is in asking them to increase their attention to public notices via better cus-tomer service and better handling of the printed notices.

The publication standard will be a guide to publishers to accomplish those items. These will be recommendations to improve service and readibility and access.

The database issues include asking publishers not now participating to upload their notices so we all can work together; making notices on the web mirror what is printed in the newspa-per, and solving problems of notices that are not in text format. Recently Today’s News-Herald published a city notice that was a multi-page PDF.

Fearing recently asked publishers to begin uploading the graphic images published with notices.


he threw up.” T h a t

reminds me of a quotation attrib-uted to Edgar Allan Poe: “I have never had a thought which I could not set down in words, with ever more distinctiveness than that which I conceived it.”

In other words, Jenkins

knew the vomiting was a superb fact. But then, he made himself think: “Hmm-mmmm, how can I give that fact ‘ever more distinctiveness than’ just the act of throwing up? I got it: I’ll connect it to the way the Oklahoma fans felt.”

For a spellbinding book called “The Franchise: A History of Sports Illustrated Magazine,” Michael MacCam-bridge, the author, interviewed Jenkins. His swaggering style, Jenkins said, came from the philosophy of his first editor at Sports Illustrated, the revered Andre Laguerre.

“I was the college football writer,” Jenkins said. “And Andre’s stance was, ‘This is what my guy thinks, and therefore he’s right, and you are an idiot if you don’t agree with him.’”

Not exactly traditional journal-ism, is it?

And that’s the point: To be an excellent writer, you have to give readers what they have not seen. Sure, we have legitimate rules about accuracy, fairness and language. But too often we use spuri-

StasiowskiWriting Coach

Jim

Wednesday, May 5 9 a.m.-4 p.m. “What’s New With PDFs ... Creating, Pre-

flighting and Fixing PDF Files.” -Speaker: Kevin Slimp, Director of the Tennessee Institute of Tech-nology

Thursday, May 69-11:30 a.m. Mac OSX Panther, Mac’s latest operating

environment. - Speaker: Kevin Slimp1-4 p.m. Adobe InDesign CS. What’s new in the Adobe

InDesign CS. - Speaker: Kevin Slimp 2-4:30 p.m. ANA & Ad Services Board Meeting6-9 p.m. 2004 Inaugural Showcase of Arizona Newspa-

persFriday, May 7 8:30-11:30 a.m. Boosting Ad Sales in Good Times and

Bad - Speaker: Robert Wilson 1:30-4:30 p.m. Boosting Ad Sales in Good Times and

Bad (cont.)1:30-4 p.m. Improving Political Adverising Sales for Daily

Newspapers - Speaker: Chuck Nau6:30-9 p.m. 2004 Excellence in Advertising Awards Happy

Hour Reception, - John Fearing, MC

2004 Arizona Newspapers AssociationSpring Advertising, Marketing & Circulation Workshop

“Improving your bottom line in a changing economy”

May 5-8, 2004 Paradise Valley Embassy Suites, 4415 E. Paradise Village Parkway, Phoenix

Make Reservations at 602-765-5800 Ask for ANA room rate of $99 per night, Cut-off date 4/16/04

Registration:

Computer training - 1/2 day = $45 full day = $85 2 days = $150

Full Regisition = $195(includes Thursday showcase, Friday Awards reception, and all sessions.

Showcase only = $30

Friday lunch, sessions = $120

Saturday sessions = $90

Advertising Awards = $20

Saturday, May 88 -10:15 a.m. The 10 Best Ideas for Selling to Local

Merchants, Retailers (and service businesses)” and, “The 10 Best Ideas for Selling to Large, National Advertisers.” - Speaker: Jeff Greene

8-8:45 a.m. Legal issues for Political Advertising, Phil MacDonnell, Jennings, Strouss & Salmon

8-8:45 a.m. Improving your Bottom Line with Net-work Advertising Sales - ANA’s Don Ullmann and Sharon Schwartz

9-11:30 a.m. Improving Political Adverising Sales for Community Newspapers - Speaker: Chuck Nau

9 - 10:15 a.m. Selling the Features and Benefits of Advertising, - Speaker: Tony Roselli

10:30-11:45 a.m. Using AdMall, Ardith Matthews10:30-11:45 a.m. Overcoming Objections -

Speaker: Tony Roselli, Director of Corporate Training, North Jersey Media Group

Now, when I talk about a hero, you probably think I mean a writing hero. And, in fact, that’s a good idea. Find someone whose writing you like, then copy how he or she does it.

As Ned Rorem, a renowned author and composer, says: “All art is clever theft. Conscious that he is steal-ing, the artist seeks to cover his traces. ... The art of covering one’s tracks is the art of creation.”

But not all heroes have to be writers. Of my three heroes, only one was a full-time writer.

My writing hero is Dan Jenkins, who in the 1960s and ‘70s invented modern sportswriting. (Hey, he’s my hero, and this is my column. If I want to exaggerate, I’ll exaggerate.)

Hired by Sports Illustrated in 1962, Jenkins created a style I call smart-aleck journalism. See, Jenkins wasn’t merely the superb reporter who saw things no one else saw. He also thought about what he saw, and he had the sense of humor to turn reporting into entertainment.

A masterpiece he wrote about the Nebraska-Oklahoma football game of Thanksgiving Day in 1971 in Norman, Okla., focused on a single play. Nebraska won 35-31 in what many observers call “The Game of the (last) Century,” and the key, in Jenkins’ mind, was a 72-yard punt return for a touchdown by Johnny Rodgers, Nebraska’s superstar.

Everybody saw the punt return; but Jenkins kept watching, and he saw something more, so he wrote: “And afterward, back on the Nebraska bench, (Rodgers) did what most everybody in Norman, Okla. probably felt like doing:

If you want to write better, get a heroous rules as boundaries that prevent us from reaching for the best story. Let us at least think about breaking rules, for such thinking opens new opportunities to write well.

Jenkins describes his style as “exaggerated outrage grounded in truth.”

That is what we all should be doing, we should be thinking of such strong emotions as outrage: What makes us angry, what makes us laugh and weep? Those are the things that grab our readers, the things they care about, the things we should be writing about.

Another of my heroes is Win-ston Churchill, the nonpareil leader who guided his beloved, beleaguered British Empire through World War II. Churchill had two traits every writer needs: He fought back from every set-back, and he had boundless faith in his ability to succeed.

We writers constantly confront a shadowy enemy whose weapons include unforgiving deadlines, unre-turned phone calls, convenient excuses, acceptable mediocrity.

Churchill is that maddeningly demanding editor, even if he or she exists only inside our heads, who, in our darkest moment, challenges us: “No bloody excuses, mate, no cutting corners. If we’re to win this war, we’ll do it not by feeling sorry for ourselves, but by reaching outside what is com-fortable for us, by surprising the enemy, by never giving up.”

My third hero is my dad. He is 95 now, and slower than he wants to be. But in our 55 years together, he has

taught me this every day: To hell with everybody else, do what is right.

My dad is a loner. He clutched tightly his family, his faith and his country, but otherwise, he belonged to nothing, no clubs, no cliques, no com-mittees.

He instilled in me the equiva-lent of the glowing, radioactive core of a nuclear reactor: individuality. He wanted me to succeed, but only if I did so on my own terms.

I have failed. Often. But that’s why we need heroes, to guide us back.

Go ahead, get heroes. Take Dan Jenkins, if you want, or even Churchill.

But leave my dad alone. He’s all mine.

THE FINAL WORD: When I was a kid, my family watched the old “Perry Mason” TV show starring Ray-mond Burr as the indomitable defense attorney.

The Mason TV series came from the novels by Erle Stanley Gardner, and all the book titles were, “The Case of the ____________ ______________,” an adjective-noun combination.

About two-thirds of the way through my column, I used the adjec-tive “spurious.”

Were you wondering how that word got into my vocabulary? It was “The Case of the Spurious Spinster,” a Perry Mason title I saw 40 years ago. Words thrilled me then as now, and as soon as I saw “spurious,” I looked up and memorized its meaning: not genu-ine, counterfeit.

Writing coach Jim Stasiowski wel-comes your questions or comments. Call him at 410 247-4600.


Do you know a company that would benefit from an associate member-ship in the Arizona Newspapers Association? Associate members get a free business card size ad in

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Do you know a company that would benefit from an associate member-ship in the Arizona Newspapers Association? Associate members get a free business card size ad in

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Abitibi Consolidated Sales Corporation 15020 North Hayden Road, Suite 202 Scottsdale, AZ 85260 Tel. 480-951-5979 Fax.480 - 951-5928 www.abicon.com E-mail: [email protected] Bruce L. Stavseth Regional Manager, Newsprint

Media Consultants, Inc.www.publicationsforsale.com

6225 Mountainview DriveCheyenne, Wyoming 82009Phone: 307-772-0003Fax: 307-772-0004Email: [email protected]

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Newspaper Sales/Appraisals

The deadline for the National Mental Health Association (NMHA) is April 1, 2004. The NMHA recognizes excellence in reporting and portrayals of mental health issues from the previous year. Media members are eligible for awards for news and feature stories, on both national and state/local levels, in both print and broadcast media.

Last year’s introduction of a Photo-journalism category was a moving addi-tion to the media awards program. NMHA encourages submissions of photographic essays or images that capture the lives of people with mental illness.

Visit http://www.nmha.org/annualconference/mediaawards/index.cfm for more information and to download a 2004 NMHA Mental Health Media Awards application.

Winners will be notified by the first week in May, 2004, and awards will be presented Friday, June 11, 2004, at the Media Awards Luncheon at NMHA’s Annual Conference in Washington, D.C.

Of interest...NMHA contest entries due

Free ethics advice online for journalists

The Center for Ethics and Social Jus-tice at Loyola University Chicago, in part-nership with the Chicago Headline Club, a professional chapter of the Society for Professional Journalists, is providing the Ethics AdviceLine for Journalists as a free service to journalists nationwide.

The Ethics AdviceLine for Journal-ists is staffed by experts in ethics who are trained and assisted by veteran journal-ists. Over the past few years the service

has provided help to approximately three hundred journalists. The pur-pose of the AdviceLine, which can be reached by calling 312-409-3334, is

National prize investigative reporting

The finest examples of investiga-tive reporting in the print media will be recognized by the newly established $25,000 Ursula and Gilbert Farfel Prize for Excellence in Investigative Reporting. The establishment of the award, is made possible by a $500,000 gift to Ohio University’s Bicentennial Campaign by Ursula and Dr. Gilbert Farfel.

The initial Award recipient(s) will be announced at the National Journal-ism Awards presented by the Scripps Howard Foundation at the National Press Club in Washington, D.C., on Friday, April 23, and at the College of Communication Awards Banquet on Sunday, April 25, on the Ohio University campus in Athens, Ohio. Information on the award, including the entry form, is available online at www.ohio.edu/farfelprize. Two of the most recognizable

characters from the upcoming Warner Bros. film “Scooby-Doo 2: Monsters Unleashed” appear in a new newspaper literacy ad from the Newspaper Associa-tion of America.

Shaggy & Scooby say, “It’s no mys-tery where we get our clues! They’re all in the newspaper. Pick one up and help solve the most monstrous of mys-teries.”

Ads are available in 2 column or quarter page in color or black-and-white, for standard and 50-inch web formats. Feel free to run them now and through the months ahead. Ads can be downloaded at www.naa.org/display/

Reston, VA − A nationally noted anthropologist and a leading authority on gender differences is the featured speaker at Authenticity - The Retreat, a new American Press Institute (API) seminar program designed exclusively for women media executives. Helen Fisher, a Rutgers University researcher and author of The First Sex: The Natu-ral Talents of Women and How They are Changing the World, will discuss the business, sex and family challenges faced by women leaders in the 21st century.

In her new book, Fisher predicts brighter futures for news organiza-tions and other businesses that more fully embrace the unique advantages that many women bring as thinkers, communicators and negotiators. Such skills, according to Fisher, will grow in

Enron, Arthur Andersen, World-com… the biggest business stories of the past couple of years have all dealt with questionable bookkeeping. Too bad more journalists didn’t know how to read financial statements before these stories hit.

Now they will. Understanding Financial Statements: A Journalist’s Guide, by Jay Taparia, CFA, is a concise primer on reading financial statements from the journalist’s per-spective. Understanding Financial

Guide helps with financial statements

Statements teaches journalists how to look at the numbers and find the stories behind them.

The book introduces journal-ists to the players behind the creation of financial statements, reveals the rules of the “game,” and thoroughly explains the income statement, balance sheet, cash flow statement, and other essential busi-ness documents.

After explaining the basics, the book explains how professionals analyze the numbers to determine the strengths and weaknesses of companies, how they compare to competitors, and what fac-tors are likely affecting their businesses Understanding Financial Statements: A Journalist’s Guide, copyright 2004, ISBN: 0972993738, 124 pages, paper-back, $24.95. Published by Marion Street Press, Inc., www.marionstreetpress.com.

Fisher highlights API seminar

importance as organizations continue to evolve into more fluid, less hierarchical structures.

“The media industry has come a long way, but there remains a tremen-dous need for greater understanding of the value that women leaders bring to the workplace,” said Andrew B. Davis, president and executive director of API. “This is a one-of-a-kind experi-ence designed to empower executive women in all functional areas of the news media.”

Authenticity- The Retreat will be held May 16-20 at API’s Reston, Va., campus. Roslyn Duda and Melinda Taylor, the founders of CorporateHOPE, a consulting firm that helps organizations retain high-performing women, will be discussion leaders for the program.

Tuition for the seminar is $2,800. The hotel and meal package is $850. For more details or to register online, visit www.americanpressinstitute.org/04/Authenticity.

Scooby, Shaggy turn to papers for news, clues


News and photographs wanted

We need news about you, your newspaper, or people in your organization to publish in ANAgrams. Send articles and pictures (RGB in Tiff or Jpeg format) to: [email protected] (602) 261-7655, Xt 103Fax: (602) 261-7525

Reston, VA - BusinessJournalism.org is now available as a unique online resource for editors and reporters who cover business issues. The new Web site is published by the Donald W. Reynolds National Center for Business Journalism at the American Press Institute (API).

“In addition to regular business beats, there are often business issues in virtually every coverage area,” said Andrew Leckey, director of the Reyn-olds Center. “BusinessJournalism.org is a resource for both experienced journal-ists and those still learning the ropes.”

BusinessJournalism.org provides daily business headlines, market news, a business term glossary, business jour-nalism job listings, tips for journalists, organization listings and academic programs.

The site also features articles and insights from business journalism lead-ers:

* Diana Henriques of The New York Times writes about investigative busi-ness journalism.

* Anne Marie Squeo of The Wall Street Journal explains how to cover a tough business beat.

* Jim Flanigan of The Los Angeles Times tells how covering the economy has changed.

* Jason Zweig of Money magazine warns against accepting investment advice too readily.

* Mary Flannery of The Philadel-

phia Inquirer provides insights on busi-ness journalism ethics.

For more information about BusinessJournalism.org or about free daylong workshops conducted by the Reynolds Center throughout the coun-try, contact Andrew Leckey at (703)715-3329 or e-mail [email protected].

The Donald W. Reynolds National Center for Business Journalism, part of the American Press Institute (API), is a nationwide effort to provide a forum and educational opportunities for improving the quality of American business jour-nalism. Funded by a grant from the Las Vegas, Nev.-based Donald W. Reynolds Foundation, the initiative provides free one-day workshops for journalists who cover business issues.

The American Press Institute (API) is an independent educational center for providing skills-training and leader-ship development in the news industry, offering myriad seminars, online train-ing and on-site programs for newspaper professionals.

In addition to the Donald W. Reyn-olds National Center for Business Jour-nalism, API also spearheads the Media Center, which conducts research, edu-cational programs and symposia and facilitates strategic conversations and planning on issues shaping the future of news, information and media. Visit API at www.americanpressinstitute.org

Web site has resourses for business journalists

North Kingstown, R.I. - David B. Gray, executive director of the Society for News Design, will retire May 31, 2004, after more than 25 years of service to the organization.

Gray will step down after eight years as the executive director of the 2,700-member international associa-tion. Warren Watson, immediate past president, said that SND will undertake an international search to replace Gray, who was hired in 1996 and is only the second executive director in the group’s 25-year history.

“Dave has done more than any other individual to foster and strengthen SND. He is one of the giant figures in the history of newspa-per and media design,” said Watson.Watson said that Gray would remain a consultant to the organization through the early fall, helping to plan and coor-dinate SND’s biggest event of the year, the Annual Workshop and Exhibition, to be held Sept. 30 through Oct. 2, 2004, in San Jose, CA.

“Dave will help us through the tran-sition as we seek a worthy replacement,” said Watson. “Just as Dave built on the success of his predecessor, we’re hoping to find someone who will carry the SND legacy forward. Dave firmly believes in SND’s mission to improve newspapers through good design. He lived it!”

Under Gray, SND expanded its training offerings in news, new media

and advertising design and information graphics workshops. During his tenure, the organization became more active in working with other journalism organiza-tions to spread the message that well-designed newspapers are good newspa-pers, Watson said.

SND’s membership peaked over 2,700 in 2003, there are now more than 16 student chapters of SND around the world, and the number of entries in the Annual Best of Newspaper Design competition have increased more than 50 percent in the past eight years.

Gray is a 1963 graduate of the Rhode Island School of Design (RISD), with a bachelor’s degree in graphics and photography. After serving as a graphic designer and art director in an advertising agency and as an associate in a design firm, he joined the Provi-dence Journal Co. in 1968 as a graphic designer in the promotion department. He was brought to the newsroom and named Journal-Bulletin photo editor in September 1975, graphics editor in 1980 and managing editor/graphics in 1984.

In 1994, Gray was named to the new post of managing editor/technology, responsible for implementing desktop publishing and training. In 1996, he left the Providence Journal-Bulletin to take the SND position.

That appointment capped 18 years of volunteer service in the organization for Gray, who was a founding member

of SND in 1978. Gray has been a board member since it’s inception, first as a steering committee member; then treasurer for eight years, then as the appointed chair of the finance commit-tee; and finally as the paid senior staff member as executive director.

Gray was editor of SND’s Update newsletter in 1992-93 and editor of SND’s Design magazine in 1994-95, has conducted SND Quick Courses and was on the 1991 Boston Annual Work-shop committee. He conducted an art department survey for SND and started the DeadlineMac newsletter, with John Monahan, for SND in the early 1980s when the Macintosh computer was making its first inroads into newspaper publishing.

He also started a 10-year long series of one-week information graph-ics courses co-sponsored by SND, the Providence Journal and RISD with Nigel Holmes of Time Magazine as the prin-cipal instructor.

Gray has also been active in other organizations in his long career in jour-nalism. He served as a president of the

New England Associated Press News Executives Association (NEAPNEA), and has been a member of the National Press Photographers Association (NPPA) for the last 28 years.

Gray was also the Gannett Jour-nalist-in-Residence at Colorado State University in 1986; and participated in the study of newspaper body typefaces with Roger Black and Jeff Level for the Poynter Institute in 1989.

He has lectured extensively and conducted training sessions for RISD, the American Press Institute, the Poyn-ter Institute for Media Studies, the New England Newspaper Association, SND and others.

“Eight or nine years is enough time in a job, especially when you begin to repeat yourself,” Gray said. “If you look at my job history, I’ve always had the opportunity and desire to go ‘do some-thing else’ periodically to keep myself fresh and interested. This time around, I may actually build in some time for myself and my family as well as to keep active in consulting and teaching,” Gray said.

Executive director of SND retires after 25 years of service

From time to time, we get questions from ANA member newspapers as well as the public about codes of ethics for journalists and newspapers. Several resources are available online.

The American Society of Newspaper Editors has established a credibility page at www.asne.org/index.cfm?id=3. Included are the 1999 report on newspaper cred-ibility, a follow-up report done in 2000 about newspapers building trust, the 2001 Newspaper Credibility Handbook containing practical suggestions for editors and a link to the ASNE/Poynter Ethics Tool.

The report and follow-up cover the public’s and journalists’ concern about accuracy in newspapers, the relationship papers have with their communities, the perception of reporting bias and the coverage of sensational stories.

The Newspaper Credibility handbook identifies practice to help build trust in readers. The ethics section includes question that stimulate analysis and discus-sion of your newspaper’s ethical practices.

The Ethics Tool helps you develop a solution to ethics problem that can be articulated, tested and defended. Registration is needed to use the Tool

Also the Poynter Institute for Media Studies offers tips on ethics at http://www.poynter.org/subject.asp?id+32. There’s lots of material, but you have to spend some time checking out various links.

Photography codes of ethics can be found at the American Society of Media Photographers web site http://www.asmp.org/culture/code.php; at the American Image News Service http://www.aipress.com/newsethics.html; and at the Western

Online resources available for journalism ethics questions


Editor Bruce Johnston is the runner-up copy editor/designer of the year.

David Louie, webmaster, was the Tucson Citizen’s online staff member of the year. He not only works on informa-tion gathering, but he also manages the site’s technology.

Diana Wenner has been appointed by Scottsdale Independent Newspapers, Inc. to the position of news services editor for the Chandler, Sun Lakes and Gilbert Independents. Wenner had worked as the East Mesa Independent news editor prior to her promotion. She has been with the company for over three years.

Heidi Dahms Foster will be a business writer for Western Newspa-pers Inc. and will supply business news and features for Western Newspapers publications throughout the state. She resigns her position as managing editor of the Prescott Valley Tribune and Big Bug News effective April 3. She is an 18-year Prescott Newspapers employee, seving first as a reporter and then man-aging editor of the Tribune for 15 years. She started the Big Bug News in Mayer five years ago.

Salina Sialega will take over man-aging editor duties for the Prescott Valley Tribune and Big Bug News. She moves from being the managing editor of the Chino Valley Review.

Andrew Draper will become the managing editor of the Chino Valley Review, moving from his position as a reporter.

Doug Wells became the publisher of The Winslow Mail and The Reminder. He moved from being the publisher of the Williams-Grand Canyon News and the Navajo-Hopi Ovserver.

Dick Larson has accept a position as special projects director for Western Newspapers Inc. He is moving from being CEO and publisher of Verde Valley Newspapers.

Pam Hood, advertising director for Prescot Newspapers, Inc. for 12 years, will become the CEO/Publisher of Verde Valley Newspapers.

Phil Vega has been named pub-lisher of the Sierra Vista Herald/Bisbee Daily Review. He is moving to Sierra Vista from Roanoke Rapids, N.C. “...it is a great privilege to be at the helm of the helm of the flagship newspaper of Wick Communications as its publisher,” he said.

Michael Curry, advertising direc-tor of the Daily News-Sun, and Penny Bruns, sales representative for Surprise with the newspaper, received the Mem-bers of the Year awards from the North-west Valley Chamber of Commerce.

Editor Darryle Percell and Jena Scheuneman-Morga and the Mohave Valley Daily News were recognized and presented certificates by the VFW Post 6306 and Ladies Auxiliary for their publishing of news articles concerning veterans.

Tucson Citizen, was named manager of the year. Under his leadership the Asso-ciated Press Sports Editors organization has named the Citizen’s sports section one of the top 10 in the nation two of the last three years, include 2003. Cara Rene, features editor, is runner-up man-ager of the year. She supervises the daily Living section and the weekly Calendar entertainment section.

Heidi Wissler was named display salesperson of the year for News West Publishing. She also won this award last year.

Lynn Pursley was named classified sales person of the year for News West Publishing. The six year employee toped her revenue goals by 10 percent.

Tony Jalving, systems administra-tor, received the “extra mile” award for News West Publishing. Jalving resolves system and software problems and has been with News West 12 years.

John Moredich was named the Tucson Citizen’s 2003 employee for the year. Moredich was recognized for his efforts in covering the University of Arizona’s football as it went through the firing of one coach and the hiring of another.

Gabriela Rico was recognized by the Tucson Citizen as its reporter/writer of the year. Rico covered news stories that ranged from immigration to the Aspen fire. Luke Turf, border and immigration reporter, was runner-up as reporter/writer of the year.

Francisco Medina was named the Tucson Citizen’s photographer/artist of the year. For the past ten years, his work has earned him first places in the Arizona Newspapers Association pho-tography competition. Assistant Photo Editor Gary Gaynor was runner-up for photographer/artist of the year.

Jennie Faries, a Tucson Citizen library assistant, was named their sup-port staff member of the year for her skill in helping the Citizen expand its technology use. Elsa Barrett was the runner-up for support staff member and is responsible for compiling the informa-tion for the online Events Calendar.

M.J. McVay was named the Tucson Citizen’s copy editor/designer of the year for her work in designing the business section of the paper. Assistant News

to the position of special projects editor for the Independent Newspapers, Inc. Ms. Soccorsy had served as the news services editor for the company for the past six months. Prior to that, she was the editor of the North Scotts-dale Independent for the last two years. In her new role, she will be responsible for the planning and production of editorial con-tent of the companys special sections for its 14 news organizations throughout the Valley. She will also be responsible for community outreach projects.

Tahirih Amato was been named an advertising manager for the Apache Junction Independent with Indepen-dent Newspapers, Inc. In this position, Amato is responsible for developing individualized marketing surveys for clients, presenting marketing propos-als and developing new business leads for the newspaper. Amato is currently a senior in the Hugh Downs School of Human Communication at Arizona State University. Her successful sales record is based on her experience in promo-tional events, a keen sense of business, familiarity with many cultures, and just plain hard work. She also works as a Victim’s Assistance volunteer for the Apache Junction Police Department, and is a professional model.

Karen Frasier has joined the Scott-sdale Independent Newspapers, Inc. as an advertising manager for the Northeast Phoenix Independent, North Scottsdale Independent and Town of Paradise Valley Independent. In this position, Frasier is responsible for developing individualized marketing surveys for clients, presenting marketing proposals and developing new business leads for the three newspapers with a total circula-tion of 35,500.

Jena Scheun-eman-Morga was named employee of the year for News West Publishing during the organiza-tion’s annual awards banquet. She writes and edits Valley Views and produces stories and art for the

Mohave Valley Daily News. “She is able to replace any reporter on any beat as well as Quark editing and page layout of the A section,” said Chuck Rathbun, News West president and publisher.

James Rowley of Tucson News-papers was awarded the “Silver Medal Award” by the Tucson Advertising Federation for his work in futhering industry standards, creative excellence and responsibility in areas of social concern.

Mike Chesnick, sports editor of the

Obituaries

Larry DeVoto, a Green Valley News photographer, died Dec. 17, 2003, from a heart attack minutes after taking pic-tures of a suspect involved in a shoot-out with police near Sahuarita. “He died doing what he loved,” his widow, Betty Miller DeVoto, said in an article by Tim Hull and Philip Franchine in the Green Valley News and Sun. He started working for the newspaper in September 2000, having moved to Green Valley to care for his infirmed mother. DeVoto won awards for his work in the Arizona Newspaper Better Newspaper Contest. “He worked hard to take photographs with heart and had a knack for capturing action and emotion,” Pam Mox, publisher of the Green Valley News, said in the same article. Donations in his memory may be made to the American Red Cross or the Green Valley fire District, Public Educa-tion and Community Funds Account at the Fire District headquarters or at Wells Fargo Branches in Green Valley.

Charles “Chuck” Higuera, retired press operator for the Tucson Newspa-pers Inc., died Feb. 28 after a thre-year battle with cancer. He had worked for Tucson Newspapers Inc. from 1950 to 1996. He was the father of 6 and gran-father of 9.

Recognitions - People

Cary Aspinwall has joined the Independent Newspapers, Inc. as news editor of the East Mesa Inde-pendent. She will be reporting and writing the news of East Mesa. Ms. Aspinwall most recently wrote for the community sec-tion of Tulsa World, in Oklahoma. She also worked as the police night reporter. She and her fiance moved to the Valley several months ago and will be married in May. Originally from Houston, Texas, Ms. Aspinwall graduated in 2000 from Oklahoma State University.

Leigh Harrison has been appointed to the position of spe-cial projects editor for the Independent Newspapers, Inc. Ms. Harrison had worked on the news services team for six months prior to her promo-tion. She has been with the company for over a year. In her new role, Ms. Har-rison will be responsible for the planning and production of editorial content for the inside pages of the North Scottsdale, Northeast Phoenix and Town of Paradise Valley Independents.

Emily Soccorsy has been appointed

People & Places Member news


Send your member news to ANAgrams Editor Carmen Wendt

by e-mail: [email protected]

or by mail to 1001 N. Central Ave., Suite 670Phoenix, Arizona 85004-1947.

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EarthTalk, a weekly environmental Q&A column, is now available for Arizona newspapers at no charge. The column answers questions from readers coving a wide range of topics, from recycling to rainforests. Currently about 195 newspapers and news services are running EarthTalk in print or on their websites.

EarthTalk began in 1966 as “Ask E” in E/The Environmental Magazine and became so popular that it was turned into a syndicated column to be offered free.

According to Doug Moss, publisher, the column not only will appeal to your environmentally concern readers, but it also will help attract strong advertisers. “The environmental market place is indeed one of the fastest growing consumer markets in the United States. EarthTalk will appeal strongly to the growing number of people interested in natural foods and personal care products, organic gardening, ‘Eco-travel,’ energy-efficient appliances, alternative medicine, nature books and other environmentally friendly products and services,” he states.

For additional information, to see how it appears in other newspapers and for a simple and quick registration form, go to http:// www.emagazine.com/earthtalk/earthtalk_letter.html. A sample column, with the logo, is below.

Environmental Q&A column available free to AZ papers

From the Editors of E/The Environmental MagazineDear EarthTalk: How do I recycle or safely dispose of used batteries? --Tom Shamrell, Brattleboro, VT

Unfortunately, most of the more than 750 million alkaline batteries sold each year to power our cameras, flashlights and Discmans are landfilled and incinerated, not recycled. The chemicals in these batteries—particularly cadmium—present a major health hazard if they leak from their corroded metal jackets. Cadmium is a probable human carcinogen, and it can

also affect kidney and lung function.Several states, including Maine, Vermont and Florida, have passed legislation prohibit-

ing incineration and landfilling of mercury-containing and lead-acid batteries, according to the U.S. Environmental Protection Agency’s Office of Product Stewardship. Regardless of your home state’s attitude on batteries, you should contact your town’s solid waste office to see if there are any planned Hazardous Waste Collection Days. Batteries awaiting recycling should be stored separately from other hazardous materials in a cool and dry area.

Or take advantage of some of the increasingly popular national battery recycling pro-grams. Since 1989, 13 states have adopted laws (including battery labeling requirements) to encourage the collection and recycling of used rechargeable batteries. In 1996, Congress passed the Mercury-Containing and Rechargeable Battery Management Act, which helps facilitate the Rechargeable Battery Recycling Corporation’s (RBRC) nationwide take back program. According to RBRC, some rechargeable batteries can go through 1,000 cycles. RBRC recycles million of batteries each year, collecting used batteries from more than 30,000 depositories in the U.S. and Canada, many at large retailers such as Home Depot, Best Buy and Target. The RBRC collects only nickel-cadmium, nickel-metal hydride, lithium ion and small sealed-lead batteries.

The Big Green Box battery-recycling program provides consumers, companies and government agencies with a simple method for recycling both batteries and portable elec-tronic devices (cellphones, cameras, calculators and laptops) without having to drive to a recycling center. You prepay for a sturdy cardboard box (the consumer version is $58) that will hold up to 40 pounds of recyclables. The cost of the box includes all shipping, handling and recycling fees. You keep the box handy, filling it with old batteries and equipment as you go—and simply ship it to The Big Green Box address when it’s full.

CONTACTS: U.S. Environmental Protection Agency’s Office of Product Stewardship, Office of Solid Waste, (800) 424-9346, www.epa.gov/epr/products/batteries.html; Recharge-able Battery Recycling Corporation, (678) 419-9990, www.rbrc.org; The Big Green Box, (714) 879-2067, www.biggreenbox.com.

GOT AN ENVIRONMENTAL QUESTION? Send it to EarthTalk, c/o E/The Envi-ronmental Magazine, P.O. Box 5098, Westport, CT 06881; submit your question at www.emagazine.com; or e-mail us at [email protected].

BOULDER, CO. — The National Inter-agency Fire Center (NIFC) told Editor & Publisher magazine this week that the government will no longer permit journal-ists to be “Red Carded,” a three-to-five day firefighting certification course used by thousands of media professionals in recent years for safety training.

The announcement by NIFC comes four months after the devastating Los Angeles and San Diego wildfires where a KNBC-TV news van was destroyed and several reporters and photographers were nearly killed in multiple incidents.

Thousands of journalists across the country have relied upon Red Card train-ing in recent years to learn the in’s-and-out’s of wildfire safety and access. NIFC officials said the restriction will be in place for the 2004 wildfire season.

To meet the growing demand for safety instruction, Boulder, Colo.-based Anchor Point is expanding its one-day wildfire seminars for the media nation-ally this April to Denver, New York, San Francisco, Los Angeles and Seattle. Certi-fied and veteran wildfire instructors from Anchor Point, a nationally-recognized fire-management company, will conduct the training.

The seminars are a significant improvement over the government Red-Card model by cutting the training down to just one day and gearing the curricula exclusively toward the needs of the work-ing journalist. Gone are the hours spent learning how to dig fire line or set up a water pump. Instead, Anchor Point’s vet-eran instructors will cover topics of only immediate relevance to the journalist.

“These trainings are designed to not only teach journalists how to mitigate the very real dangers in the field, but, by doing so, make them more effective story-tellers,” says Chris White, co-founder of Anchor Point. “The seminar also takes a fraction in time and costs compared to the old Red Card system. And reporters are no longer being trained by the same people they have to turnaround and report on.” Topics include: Emergency fire-shelter deployment and exercises, How to locate key documents and sources quickly, Field first-aid basics, Navigating the Incident Command system, Radio communica-tions, Recognizing and avoiding extreme fire behavior, A “Breakfast Briefing” roundtable discussion with leading wild-fire officials and experts and more.

The cost of the seminar is $196/person, with discounts available for larger groups. Reservations with no payment obligation are being taken now. Seminar size is limited and private seminars can

Journalists banned from trainingbe arranged. Training runs from 7:30 A.M. to 5 P.M. on Friday, April 2, Denver, CO, Friday, April 9, New York City, NY, Friday, April 16, San Francisco, CA, Friday, April 23, Los Angeles, CA, Friday, April 30, Seattle, WA

Partnering with Anchor Point is Hazardous Media LLC, which specializes in publishing field handbooks and provid-ing gear for journalists sent on danger-ous assignments. The training coincides with that company’s recent publication of The Reporter’s Hazardous Assignment Handbook: Wildfires, used by Anchor Point as the seminar textbook. Additional copies and wildfire safety gear can be pur-chased from Hazardous Media’s web site www.HazardousMedia.com.

For more information about this training or to reserve a spot at the seminar, contact Anchor Point at www.AnchorPointGroup.com, (303) 665-3473 or [email protected]. Handbook or wildfire gear inquiries, contact Hazardous Media at 011 44 7816 353 848 (London office) or (303) 449-1103 (US Office), or [email protected].

ANA 2004 Spring Advertising, Marketing and Circulation

Workshop

May 5-8Paradise Valley Embassy Suites


John LINDSEY

AdVisions

Tough Objective of the Month

Email entry to [email protected] or snail mail entry to

Carmen Wendt, ANAgrams editor, c/o ANA, 1001 N. Central, Suite 670, Phoenix, AZ 85004-1947

• One entry per photographer• No entry fee; it‛s FREE• Winning entry will be recognized in ANAgrams and win the photographer one free photo entry in the Better Newspapers Contest• Entries must be received by the last day of the month

ANAgrams 2004 Photo ContestRules:

Enter your favorite/best published photo of the monthGood Luck!

I never cease being dumbfounded by the unbelievable things people believe. – Leo Rosten

Many business owners make deci-sions about their advertising which have newspaper salespeople scratching their heads in wonderment. Sometimes we ask, “Why do they waste their money purchasing that media when it reaches such a small audience?”

We must present research that has been conducted on the competition, and provide proof that our newspaper is much better advertising investment.

Case in point: Cable TV. The research shows that cable is too expen-sive; it reaches a very downscale market; it is difficult to buy local ads; it is very hard to measure results; and cable’s customer service is poor.

One might ask where we came up with these facts about Cable. All we need to do is look at the recent study Cable TV had conducted on itself.

Over the years, Cable TV has gained only 7% of local and national political

Latest study slams cable tv

I would like to point out that you will receive what I promise to provide you, and that is exposure. I would never guarantee that if you advertise in our newspaper you will receive a great deal of traffic – especially if you run only one time.

However, If we run a consistent advertising message with a good offer, we will be presenting the benefits of shopping at your store to a great number of potential customers and that should generate traffic.

Allow me to show you the data from an independent research firm that verifies the fact that we reach your cus-tomers. I can also provide you with tes-timonial letters from other businesses just like yours that are receiving great response to their advertising. However, these businesses had to run for awhile before traffic increased. Like exercise, you need to keep at it before you see the results you are seeking.

If you insist on running just one ad, and then evaluate what kind of response you receive before deciding to pay for the ad, I’m afraid we will not be able to help you. I truly believe in my product and the value it provides; but I cannot work under these condi-tions, and I doubt any legitimate media would allow a salesperson to sell this way.

I will advertise and if I get the response I should, then I’ll pay you. If I don’t get any response to the ad, why should I pay for something that doesn’t work?

advertising. In an effort to discover why they continue to receive such a meager percentage, Cable TV hired Target Media Networks last year to analyze the problem.

A sum-mary of Target Media’s study was published in The Wall Street Journal (Jan. 21, 2004). Here are some interest-ing quotes from that article:

“Target conducted a survey that fielded many complaints about cable’s poor customer service: It’s difficult to buy ads on local cable systems; the sta-tions didn’t offer sophisticated tracking and measuring systems; cable’s turn-around (the time it takes to get ads on the air) took too long; rates were high; and only a limited number of spots were available.”

Another fact the report pointed out is that “cable stations are not as accus-tomed to courting advertisers… and they get most of their revenue from subscrip-tions. Local ad sales, in many ways, is a stepchild of the cable industry.”

What about cost-per-thousand? We all know that our newspaper’s CP< is best, even when compared to Broad-cast TV. The Target Media Networks report showed that Cable TV’s cost-

per-thousand is even much higher than Broadcast TV:

“In New Hampshire, a 30 second commercial on the evening news of WMUR-TV (a local broadcast station) costs about $1,300 and reaches 89,870 people, which translates into an ad rate of $14.60 per thousand-viewers.

By comparison, Comcast Boston charges about $134 for a primetime ad on the Lifetime channel that reaches about 6,459 people, which translates into an ad rate of $48.20 per-thousand-viewers, according to Ondine Fortune, a cable media buyer.”

What about hitting your target market? The report stated that, “Although cable, unlike broadcast, has the capability to customize its audience geographically, some stations are reluc-tant to offer the option. “I was forced to buy Massachusetts and New Hampshire and the cost was almost prohibitive,” says Ms. Fortune, who bought ads for Senator Lieberman’s campaign.”

What about availability of choos-ing one’s spots? According to Target Media Networks,” Another problem for cable is inventory. Local operators often have a limited number of spots they can sell on a given cable channel. But political advertisers usually want to run one ad in a heavy rotation to make sure the message is hammered home. “Some systems are letting us buy one spot a day – that’s worthless to us,’ complains Jon Hutchens, president of Media Strategies and Research, a Colo-rado media consultant who is working for one of the Democratic presidential contenders.”

Send your member news to ANAgrams Editor Carmen Wendt

by e-mail: [email protected]

or by mail to 1001 N. Central Ave., Suite 670Phoenix, Arizona 85004-1947.


How well are they informed of company p o l i c i e s ? Can they tell ne ighbor s how to send a letter to the editor? Do we as editors and publish-ers specialize in telling the public and ignoring the hired help.

J o h a n Bloom, writ-

ing in “Advertising Age” on Sept. 1, 2003, discussed the importance of inter-nal staffs knowing what is happening in the boardroom. “Employee communi-cations is still the most under-utilized of the marketer’s many potential tools. Perhaps it’s because it sounds about as sexy as tidying a sock drawer.”

He cited a Hay Group study that discovered companies on Fortune’s most-admired list increased their stock value by 50 percent over their com-petition after inaugurating employee-engagement activities. Bloom provides FedEx, UPS and Southwest Airlines as examples of management using employ-ees as their most persuasive marketing instruments.

Arizona newspapers and journalists regularly evaluate their own communica-tion efforts. They are used to doing that for external purposes, since the paper is published on a regular schedule. Exter-nal efforts are entered into state press association or national writing award competitions.

However, organizations need to measure internal communication effec-tiveness as well.

You may have heard the expres-sion, “If you can’t measure it, you can’t manage it.” One effective tool is a communications audit. An objective outsider—yet familiar with the news business—will analyze a newspaper’s

CalendarApril 1-4 Journalism Education Association spring convention, San Diego Conference Center

April 20-23 NAA Annual Confer-ence, Omni Shoreham Hotel, Wash-ington, D.C.; American Society of Newspaper Editors, J.W. Marriott Hotel, Washington, D.C.

April 25-May 1 SPJ National Ethics Week

May 1 Deadline for nominations for SPJ national, individual awards

May 5-8 Arizona Newspapers Association 2004 Spring Adver-tising, Marketing and Circulation Workshop, paradise Valley Embassy Suites, Phoenix

May 10-12, 2004, Editor & Pub-lisher and Mediaweek’s 2004 Interactive Media Conference and Trade Show at the Hyatt Regency, Atlanta For more information, e-mail [email protected]

May 19 Valley of the Sun SPJ chapter board meeting, 6:30 p.m., Coffee Plantation, 16th Street and Glendale, Phoenix

June 1 Deadline for SPJ professional chapter annual reports

Jun 30 – July 4 International Society of Weekly Newspaper Editors 50th Annual convention, Graftonn, IL

Sept. 9-11 SPJ National Convention, Grand Hyatt Hotel, New York City

Sept. 22-25 ANA Fall Convention and Annual Meeting, Paradise Valley Doubletree, Scottsdale, AZ

Ad rates for2X2 ads in

effectEffective Jan. 1, 2004,

rates for 2 X 2 ads sold in the ANA 2 X 2 network increased to $645. This is an increase of approx-imately 5% from the old rate of $615.

Interactive communication aims to improve relationship between staff and management

You’ve heard stories about the shoe-maker whose children have holes in their shoes. Or the mechanic whose junker smokes up the neighborhood when he drives down the street. Well, what about the communications company that has a hard time communicating?

It sounds ludicrous, doesn’t it? Yet, many Arizona newspapers rank about the same as other corporations when it comes to how well they communi-cate with their employees. According to a few studies, human resources has recently taken a back seat to some other type of corporate communications posi-tion within industry. HR is still great at employee benefits and insurance jargon. Unfortunately, it fails to deliver messages in understandable language to most employees.

In fact, according to a recent Towers Perrin survey of 1,000 workers, only 44 percent of those earning less than $50,000 believe that management is generally telling the truth to employ-ees. (That percentage may seem alarm-ing, but other research from a few years ago pegged the number around 60 per-cent.) Just 42 percent said they believe what they are told about the company’s business strategy. And only 39 percent believe that the internal communications is open and honest about how the com-pany rewards employees for their efforts. A majority of respondents (51 percent) said their employers attempt to “spin” information.

Author Bill Quirke addressed the topic at the Strategic Communication Management Summit in Chicago this March. In his recent book, Making the Connections—Using Internal Commu-nication to Turn Strategy Into Action, Quirke maintains that companies have improved the technology of their com-munications, but have not improved them. He labels “toxic communication” all the newsletters, voice mails, e-mails, memos and intranets that employees are bombarded with at their workstations.

All newspaper employees—news, pressroom, advertising and circulation—are representatives of your newspaper.

internal output and interview selected employees to determine if objectives are being met.

GTE Telephone surveys its workers every month. Duke Power conducts an employee survey every two years. Cen-tral Illinois Public Service surveys its workers on employee communication effectiveness every two years. A major finding: employees don’t understand why management makes its decisions.

Perhaps those workers had no way of asking questions. Newspapers get feedback from readers via the letters page. But how do they get responses from their own staffs?

Interactive communication is always the best kind. Two-way commu-nication is indispensable for employees to understand why their publisher just bought two shoppers in another town or is developing a Spanish edition as a weekend insert.

For years research has determined that the most effective—and preferred—internal communication stems from an employee’s direct-line supervisor. Yet, that might run against all the new high-tech gadgets that enable management to send “faceless” communication to workers.

Dr. Randy Hines teaches at Susque-hanna University’s Department of Com-munications and Theatre Arts. His address is 514 University Ave., Selinsgrove, PA 17870. Have a question or column idea? He can be reached at (570) 372-4079 or

HinesPressing

Issues

Randy




b r a n d , with tra-ditional designs in one sec-tion and t r e n d y styles in another. The clerks w e r e k n o w l -e d g e -able and u p b e a t – and I watched them help s e v e r a l customers select ties to match suits they had just purchased (from stores which obviously had less exciting ties). It was a cool place to visit, a fun buying environment.

Later, I saw an ad for the store and felt a sense of disappointment. It fea-tured their logo and address, along with a yawner of a headline, “Tie, ties, ties.” The ad didn’t convey any of the cool-ness I had seen. It could be compared to Mrs. Patterson’s old clouds – no depth, no character.

In fairness, maybe that’s all the store owner wanted to say. But on the other hand, maybe that was the extent of the

Did you know: You can reach all of Arizona through ANA Advertising Service -- one call -- one bill -- one check ...and no hassle?

You can find employees, services, or just about anything else anywhere in Ari-zona with the low-cost AzCAN program? Plus, member newspapers can add plus dollars to their bottom line by selling AzCAN ads ... call Sharon at (602) 261-7655, Ext. 108 for details

Your Arizona Newspapers Associa-tion staff works for you throughout the year by providing training opportunities and seminars; legal hotlines for media issues -- Bown and Bain (602) 351-8000 or (520) 798-7900; advertising and newsroom issues -- Jennings, Strouss & Salmon, P.L.C. (620) 495-2713; human resource issues -- Steptoe & Johnson LLP at (602) 257-5200; plus watchdog lobbying efforts to keep public records open.

Observation,creativity are linkedMy mother’s friend, Mrs. Patterson,

was telling me about her interest in oil painting. “I like to capture a scene as accurately as possible,” she said. “After I study the subject matter, I take a pho-tograph.”

“And when you paint, you follow the snapshot?” I asked.

“That’s a big part of it. But a pho-tograph can’t capture everything,” she explained, “Lately, I’ve been concen-trating on clouds. The clouds in my old paintings were flat. They didn’t have any character. I just painted a few puffy lines and moved on. Then I realized how much clouds affect the mood of a painting.”

“What’s the secret of painting clouds?”

“Become more observant. Don’t depend on a photograph – or on your memory - to give you enough informa-tion. Of course, cirrus clouds are thin and wispy, and cumulus clouds are big and heavy. But look beyond the shape. Look for color. Some have an orange tint. And some are blue.”

As Mrs. Patterson talked, I couldn’t help but think about advertising. The best ads are created by people with sharp observation skills.

In my travels, I ran across a store which sold only one product: ties. It was a real store, not a mall kiosk. Thousands of ties were arranged by price and name

ad rep’s knowledge. These days, there’s a great deal of

emphasis on asking questions to gather information from advertisers. But there’s a problem when the advertiser is too busy – or not able – to articulate the things that would appeal to their target audience. If you place all of your focus on what an advertiser says, you’re only getting part of the story.

There is a direct link between obser-vation and creativity. The challenge is to look beyond the obvious. There’s more to a cloud than its shape. And there may be more to a store than the manager can adequately describe. If your approach to information-gathering is merely to ask questions, you might be missing out on the good stuff.

Look around. Talk to some custom-ers. You might find a great idea.

“A painting reveals a lot about the painter,” Mrs. Patterson said.

Yes, a painting reveals a lot about the person behind it. And so does an ad. ..

(c) Copyright 2004 by John Foust. All rights reserved...John Foust conducts on-site advertising training for newspapers, associations and advertisers. His “Basics of Layout and Copy” video is being used by newspapers from coast to coast. For information, contact: John Foust, PO Box 97606, Raleigh, NC 27624 USA, E-mail: [email protected], Phone 919-848-2401.

JohnFoust



2003 Arizona Freedom of Information

Awards

by the Valley of the Sun chapter of the Society of Professional Journalists

First Amendment Awards

John Dougherty, New Times“Polygamy in Arizona”

KNXV-TV (Channel 15), Phoenix“Access Denied”

“Vital Records Exposed”

Sunshine Awards

Janet DelTufo, The Wickenburg Sun “Mylan Skaggs Case”

Special Citation for Commitment to Freedom of Information

Phil Alvidrez, former news director, KTVK-TV (Channel 3), Phoenix

Scholarships available for religion writers

Religion Newswriters Association and its foundation is pleased to announce its new Lilly Scholarships in Religion for journalists.

Up to 10 stipends for $5,000 each will be given this year to professionals in the general circulation news media to take a course in religion at any accredited theol-ogy school, university-related divinity school or college/university departments of religion/philosophy. The stipend can be used for tuition, books, application fees, registration fees, lab fees, childcare, activity fees or other coruse-related expenses. All journalists are eligible, regardless of duties or bear.

Traditional courses, shorter intensive courses or distance learning courses are applicable and can be taken at the recipient’s convenience.

Applications are reviewed quarterly on April 1, July 1, October1 and January 1. During the tree-year program applicants can be funded for no more than four courses.

More detailed information is available on the website, www.religionwriters.com. Questions can be answered at 614-891-9001, ext. 3.


Roused from a sound sleep, reporter Scribe rolled over and reached for his persistently ringing phone. It was four a.m. Who would call at this hour?

“Yeah?” he growled. A deep voice answered with the curt statement “Check

your front door. You’ll find something that should interest you,” and hung up.

Dragging himself out of bed he went to and opened the front door. He found a package containing an audiotape and a note. The note stated the tape contents were from a conversa-tion on a certain cell phone frequency.

It was eight a.m. before Scribe finally settled in with his cup of coffee to listen to the tape. What he heard brought him immediately wide awake.

Scribe rushed into the office of The Brochure and straight to the desk of Editor Remel. “I have a blockbuster of a story. I have evidence our publicity-hungry sheriff has finally shot himself in the foot. I have a tape record-ing of a cell phone call the sheriff made to Deputy Jones directing him to pick up some marijuana from the property room and plant it in the personal automobile of Supervisor Doe. Doe is the supervisor leading the charge to cut the funding for the sheriff’s department. The deputy is then directed to report his ‘suspicions’ to the desk sergeant who will send other deputies to impound the auto and arrest Doe for possession.”

“Where did you get the the tape?” Remel asked. “That’s a interesting aspect. I received a phone call early this morning telling

me to look on my front door . When I did I found the tape and a note with a cell phone frequency. I intend to follow up on that frequency and see what else I can learn.”

Remel frowned. “There may be several problem aspects we need to look at before we rush to a page one story. First, did you direct the call to be intercepted and

the tape to be made? Second, do you know who did make the interception and the tape? Third, do you know if either the sheriff or the deputy knew of the interception and gave permission for the taping? Fourth, did you know in advance the intercept and the tape were going to be made? Fifth, did you in any way suggest or help bring about the intercept and taping of the cell phone call?”

Scribe answered “No, to all those questions. I had no idea that the tape or the phone call had been made until I played the tape a few minutes ago. Even if I had, what difference does it make?”

“It makes a big difference” Remel advised. “Arizona has a statute making the interception of such electronics a criminal act. In fact the ststute specifically states that one who intentionally intercepts an electronic communication to which he is not a party, or even aids, authorizes, procures or permits another to do so without the consent of a party to that conversation is guilty of a class 5 felony. Accord-ingly, I’m thankful you don’t fit in any of those categories. Do not monitor that frequency because that would put you in direct violation of the law. That action would also make you guilty of illegally intercepting an electronic communication under a similar federal law.

“The ‘wire-tap’ statute is very broad. It covers electronic communications which it defines as any transfer of signs, signals, writing, images, sounds, data or intelligence of any nature that is transmitted in whole or in part by a wire, radio, electromagnetic, photoelectronic or photooptical system.’ It does exclude any radio communication which is readily accessible to the general public.

“The statute also makes it a felony to intentionally intercept a conversation or discussion at which one is not present, or aids or authorizes, employs, procures or permits someone else to do so without the consent of a party to such a conversa-tion.

“Stay away from illegal phone interceptions. Just do your interviews, gather your background information, check what occurs, Scribe, and I’m sure you will have space on page one.

Courtesy of James Henderson of the Law Office of James F. Henderson, P.C.

Dodging Bullets at The Brochure

JamesHenderson

Law

Taped conversations from unknown source can spell trouble

As a long-time manager in this industry I can tell you that I’ve made my share of, what I like to call “recruit-ing errors.” It must also be said that, for much of my career, I worked for smaller papers that either had no HR department or an over-worked business manager who was expected to handle HR-related matters in his or her spare time. Each department head was expected to do his or her own hiring.

As a recruiter, I see the hiring process from a slightly different pro-spective. In that capacity, I work with companies large and small with varying degrees of sophistication when it comes to HR matters, including the recruiting, screening and hiring of personnel.

It has always been difficult to find and attract top-notch people. The current tight labor market has changed the rules again. Newspaper Association Chair-man Andrew Barnes recently wrote that prospective candidates are, “discovering a wonderful array of alternatives.”

Those alternatives often include sexy stuff like stock options, signing bonuses, flexible hours, telecommuting, generous relocation allowances, imme-diate benefits, and other goodies. Some we can match and some we can’t.

So when top talent becomes avail-able, it becomes important to move quickly. It might be a good time to examine your hiring practices and pro-cedures. I’m not advocating slip-shod, hasty hiring. A bad hire takes it toll on a company and its people. We need also beware of and avoid the “crisis hire.”

I’ve done it – filled an important slot with the first person that comes along

Scott

LittleMarketing

and can fog up a mirror.

But, good c a n d i d a t e s usually have a lot of irons in the fire, and great candi-dates often have a least one offer on the table – or will soon.

I recently placed a top c i rculat ion e x e c u t i v e

with a California daily. He was being considered for a couple of other jobs that were also good opportunities. One in particular was also a great job. Of course the hiring company’s offer was on target…but this star performer basi-cally went to the company that moved the quickest. Here are some thoughts based on my experiences as a newspaper manager and recruiter:

1. When the right person comes along, hire him or her! Too many hiring authorities are hung up on wanting to talk to as many candidates as possible. That’s a good practice that’s carried too far sometimes. The longer you wait the better chance they’ll be off the market.

2. Treat the candidate with impor-tance. Let me state up-front that I have a high regard for the role the HR department plays in the hiring process. However, I’ve known cases where a can-didate is wooed into an interview, flown in from afar and then walked down the

hall and dropped off in the HR depart-ment for the better part of the day. Be sure the person spends ample time with the hiring authority. Do a market tour. Take them to lunch. If they are there overnight, offer to take them to dinner.

3. Take a critical look at your testing procedures. I’m a big believer in personality profile and aptitude tests, but some companies hold the candidate down for literally hours of testing. It can be a turn off. And if they know it’s coming, it could discourage good people from pursuing the opportunity.

4. Try to do all the due diligence in one interview. If a second visit is necessary, it should include the offer of employment. In addition, most com-panies want candidates to meet other department heads. That’s a wise prac-tice to a point. If that’s the case, make sure that all personnel involved in the process are available for the first inter-view day. If aptitude testing is used, do it the first visit. Remember that good people will not stay on the market long. If you ask them to come back later to test or meet someone who wasn’t around the first day, you are running a high risk of losing them.

5. Don’t interrupt the process. I’ve seen too many instances where the hiring authority conducts the first inter-view, then disappears to a conference, a long vacation or just gets caught up in the minutia of putting out the newspa-per. It’s amazing how days and weeks can go by and, by the time you get back to him or her, they are off to their new dream job.

6. Make sure you don’t expect

the perfect candidate to be too perfect. Remember that none of us are. When we look back on our promotions along the way, can we say we were always totally ready? Perhaps the candidate will need some development, training or tempo-rary handholding in a few minor areas of responsibility. Weigh that against leav-ing the position open while you look for the water-walker.

One final thing (and related to point #6) – are you sure that you don’t have someone internally who can be devel-oped to the point that they could fill the spot. Often, the right candidate for the job is already working for you.

Again, I want to emphasize that it’s important that we are cautious and thorough when screening prospective employees at every level. There’s often a high price to for hasty, sloppy hiring practices. John Wooden, the great former UCLA basketball coach, used to tell his players, “be quick – but don’t hurry.” He won a lot of games.Scott Little is President of Media Recruiters in California. You can reach him at (530) 342-6036 or e-mail him at [email protected].

Hiring good candidates requires planning

News and photographs wantedWe need news about you, your newspaper, or people in your

organization to publish in ANAgrams. Send articles and pictures (RGB in Tiff or Jpeg format) to: [email protected] (602) 261-7655, Xt 103 Fax: (602) 261-7525


By the time most folks read this, we will have just completed the Spring Session of the Institute of Newspaper Technology. The months leading up to an Institute session are filled with mixed emotions for me. On one hand, I’m forced to spend weeks in front of a computer - or in a computer lab - learn-ing as much as I can about the latest in newspaper technology so I can pass the information on to designers and publish-ers from throughout the U.S. and Canada. On the other hand, I have the opportunity to master technology which will shape the future of our industry. In my recent studies I’ve become very excited about two new processes recently made avail-able by Adobe Systems. The first, Ver-sion Cue, I’ll address in a future column. Today I’d like to spend some time tell-ing you about an application known as InCopy CS.

In a nutshell, Adobe InCopy CS is a text-editing software that can be used in conjunction with Adobe InDesign CS. With InCopy, you can write and edit text while editors and designers prepare the page layout. InCopy allows the user to track changes, add editorial notes, write and edit copy to fit the space allocated for it. Used as a stand-alone application, InCopy works as a text editor, producing files in a variety of formats including straight text, rich text and PDF.

Many newspapers are familiar with the concept of a managed-file work-flow. Whether using Baseview or some other pagination workflow, they’ve

Kevin

SlimpTechnology

InCopy CS: Bringing newspapers into managed workflowscreated text files that interact with QuarkXpress or Pagemaker for years. Many n e w s p a p e r s , especially smaller weeklies, have shied away from these systems. Recently, Harris & Baseview announced they have incorpo-rated InCopy and

InDesign into their NewsJaz workflow (see www.harrisbaseview.com/products/Newsjaz/ for more information). Smaller papers don’t have to invest in a third-party work-flow system to enjoy the benefits of InCopy, how-ever. Two users, one working in InDesign and another work-ing in InCopy, can establish a ÒbridgeÓ which allows them to transfer informa-tion between their computers and applications.

Here is how it works. A designer

creates a template or page in InDesign with photos, ads and text frames, des-ignating where articles will be placed. The designer then clicks on one of the text frames and exports it as an InCopy story. This means the bridge has been created between the ultimate design and the reporter or editor. On a second computer, a reporter opens InCopy and Òchecks outÓ the story. The process of checking out a story allows the InCopy user to create, edit and manipulate text that will ultimately appear on the InDesign page.

The InCopy user can work in one of three modes. The Galley View allows the reporter to enter text in galleys. Many readers remember the day when stories were printed in galleys, then pasted on

the page. In Story View, the user enters and edits text without consideration of the final layout. Text flows from the left edge of the screen to the right edge. Working in Layout View, the reporter sees how the text will look on the InDesign page. All photos and ads can be seen, just as if you were working in InDesign. What amazes me most about this feature is the ability to see and edit text on an InDesign page without having InDesign installed on the same computer.

Once the user is finished, for the time being, the story is Òchecked in,Ó meaning other persons along the work-flow have access to the file for reading or editing purposes. A reporter might enter the text, a copy editor might made

modifications, and a designer sees the final result on the InDesign page. Just before deadline, the copy editor can make a last minute change in InCopy. The change appears on the updated InDesign page before the file goes to print.

How much do I enjoy using InCopy CS? I’m using it right now. Listing at $249 (US) / $340 (CAN) / $330 (AUS), it’s an inexpensive method of get-ting immersed in a managed workflow. For more informa-tion, or to download a free 30-day demo of InCopy CS, visit www.adobe.com. Kevin Slimp is the director of the Institute of Newspaper Technology.

January Winnner-The winning photo for the month of January in the ANAgrams Photo Contest was shot by Todd Elwood while on horseback. It was published in the Arizona Sentinel Let’s Go to illustrate a story about a trail ride company. See page 8 for rules for the ongoing contest.


News and photographs wantedWe need news about you, your newspaper, or people in your

organization to publish in ANAgrams. Send articles and pictures (RGB in Tiff or Jpeg format) to: [email protected] (602) 261-7655, Xt 103 Fax: (602) 261-7525

LEGAL SERVICESFOR ANA MEMBERS

Advertising & Newsroom AnswerLineJennings, Strouss & Salmon, P.L.C.

Phoenix (602) 495-2713www.jsslaw.com

First hour free to ANA member newspapers (editors, circulation managers, advertising managers).Coverage: Political advertising/public notices; general advertising issues; libel; fair reporting and editing; privacy.

AzFAC Media HotlineBrown & Bain

Phoenix (602) 351-8000 Tucson (520) 798-7900www.brownbain.com

Funded by First Amendment Coalition of Arizona Inc., of which ANA is a member. Available to all bona fide journalists in the state. No cost up to initiation of litigation.Coverage: Access to federal and state records and meetings; access to court proceedings and records; access to public places; opposing gag orders; protecting confidential sources; opposing subpoenas and search warrants; obtaining camera access inside courtrooms.

ANA Human Resources HotlineSteptoe & Johnson, L.L.P.

Phoenix (602) 257-5200www.steptoe.com

Up to 2 hours of consultation and advice available to publishers and department heads of ANA member newspapers.Coverage: Laws and regulations governing employment and labor relations. Issues such as sexual harassment; disability, gender, age, race and religion discrimination; Americans with Disabilities Act; drug and alcohol testing; union campaigns; wrongful discharge claims; employee discipline; wage and hours issues.

‘Get the Word Out!’ by Chuck Nau

Looks like it’s turning ... it, of course, is the tough advertising envi-ronment that newspapers have found themselves in the past 18+ months. Fourth quarter 2003 results confirm that newspaper ad revenues, including classified, are trending UP! Subsequent projections for 2004 predict that news-paper ad revenue growth to be anywhere from 3.5% to 5.5%!

As Spring begins to bloom ... what strategic initiatives and tactics are you planning to capture some of this increased ad revenue as the economy improves and more and more individu-als go back to work?

In this changing ( ... and challeng-ing!) environment, the new year offers you and your newspaper an opportu-nity to seize some new and additional revenue generation that did not exist in 2003. Much of that new potential will be found in a variety of traditional areas. However, one, typically non - traditional, area worthy of exploration will be in the political campaign and initiative arena. Don’t forget that it’s small business, like those down the street, that will generate a great deal of the job growth in 2004 ... this same group, small business, will be a keenly interested audience in this year’s election campaigns.

With President Bush eligible for reelection and with numerous county and federal seats up for election, plus the various and numerous local elections and initiatives, more political media dol-lars than ever ( ... to get the word out!) will be available for the taking through-out your community.

Not so, you may be thinking, based on your prior experience in the politi-cal ad revenue arena. Nothing could be further from the truth! Newspapers, more than ever before, are in a unique position to capture some of these soon to be available advertising dollars.

Why newspapers? Why your news-paper?

Specifically, why should political candidates and initiative supporters in your market utilize your newspaper in

Candidates need to learn the power of advertising in local paperstheir political campaign strategies?

Simply put, they add value, they reach the voters! Political candidates or initiative supporters targeting your com-munity KNOW that the most important part of the whole election process is the voters!

Print’s strongest selling point is LOYALTY. Individuals, parents, fami-lies in your hometown seek your news-paper out, because it invites them in and talks to them about their life, in a specific and intimate fashion!

Week in and week out, your news-paper offers unique competitive advan-tages over other local media for retailers, service providers and business owners in regard to timeliness and LOCAL reach ... demonstrating why your newspaper will reach (and sell!) these sought after customers for your advertisers.

Likewise, political campaign strate-gists ( ... they’re selling a product, too!) understand and acknowledge the benefit and value of local media in generating voter interest and voter turnout!

Consider, if you will, the following ‘notable’ newspaper and voter parallels

• According to political strategists, in a typical community 74% of the residents are NOT interested in politics except for a short time period, 15% consider themselves informed, another 10% see themselves as activists and 1% are decision makers ... Newspapers, your newspaper, reaches the last three KEY groups. Tell your local candidates and initiative supporters that!!

• Newspapers, your newspaper, reach decision makers ... AND decision makers influence people! The multipli-ers, people who influence more than one vote (banker, chamber president, pastor), begin the discussion in your community. Uninformed become informed late in the campaign by asking multipliers! Tell your local candidates and initiative supporters that!!

• Put the Power of the Press to Work for You!! Newspapers, your newspaper, reach decision makers early and late! In Iowa ,New Hampshire, and Wisconsin, 42%, 54%, and 58% of the voters, respectively, decided who to vote for

in the last seven days. Tell your local candidates and initiative supporters that!!

Political candidates and initiative supporters know that in Campaign 2004 ... television, print and the Internet will play a key and decisive role!

• A 2003 Readership study by the Newspaper Association of America, AGAIN confirmed that newspapers ... print ... ink on paper ... beat out televi-sion in terms of believability of political advertising. TV/Radio are fragmented ... cable is NOT viable because you can not quantify it! Tell your local candidates and initiative supporters that!!

• Last year Internet research found that newspaper web sites were found to represent the largest share of local Inter-net ad dollars, with 40 percent,

followed in local market share by online Yellow Pages, with 24 percent.

Tell your local candidates and initiative supporters that!!

In your pursuit of campaign election and initiative ad dollars, talk to and sell the candidate directly (... she will then sell the political consultant or advertis-ing agency),

emphasize your newspaper’s BENEFITS ( high readership, cover-age of your community, affordability) not advantages (circulation numbers).

Likewise, stress VALUE (retention by readers, use as a local reference and resource tool) not price. Remember the importance of advertising campaigns ( not one time ads) encouraging the importance of voting, when, where and how to vote plus reinforcing a voter’s support of a particular candidate and/or initiative.

Helping the political candidates and initiative organizers in your community create a public awareness of who they are and what they will do helps your community, your newspaper and you to GROW. Newspapers, your newspaper, best represent your community. Through a local environment of LOCAL news and views plus advertising, your newspaper creates the issue forum and marketplace for your community.

© February 2004 - Murray & Nau, Inc.

Chuck Nau of Murray & Nau, Inc. is a Seattle area based publishing consultant and sales and management trainer. He has been a speaker for and conducted advertising, marketing, management and sales training workshops with newspapers, niche publish-ers, publishing groups and press associa-tions, throughout North America.

Comments and questions are welcome and may be directed to Chuck via email: [email protected]. or at (425) 603 - 0984.


page 74, item 126, the document states, “In the 2002 notice, we described a scenario in which a tax-exempt non-profit organi-zation calls consumers to sell another company’s magazines and receives a portion of the proceeds. We then asked whether such calls should be exempt from the restrictions on telephone solicitations and prerecorded messages as calls made by a tax exempt nonprofit organization.”

The problem is that while the FCC defined the scenario perfectly, it never came to a conclusion/ruling. So, any newspaper that arranges for a nonprofit organization to sell subscriptions via the phone, while not using the Do Not Call list, is in a legal gray area. Again, there is no ruling at the present time as to whether this is permissible or not.

Thus, if you decide to use a nonprofit group to sell subscriptions - and if they’re going to use the phone at any time to solicit those subscriptions - there’s no clear ruling as to whether or not they need to use the Federal DNC list.

So if a not-for-profit group sells your newspaper by phone without refer-ring to the Federal DNC list, here is some advice that I got from Erica McMahon, an attorney in the Consumer and Gov-ernment Affairs Bureau of The Federal Communications Commission.

1. Be sure the call is being made by members of the nonprofit group on behalf of the nonprofit group. In other words, the nonprofit organization

News and photographs

wanted

We need news about you, your newspaper, or people in your orga-nization to publish in ANAgrams. Send articles and pictures (RGB in Tiff or Jpeg format) to: [email protected] (602) 261-7655, Xt 103Fax: (602) 261-7525

BlumBlack Ink

In the last newsletter, I wrote a summary of the effect the new Federal Do Not Call Regulations have on news-papers’ ability - or, now, lack thereof - to telemarket subscriptions. If you missed that issue, just drop me an e-mail and I’ll send it along.

There is still one scenario relative to the DNC law and newspapers that I have been very concerned about.

Many newspapers have success-fully used not-for-profit, tax exempt groups such as Booster Clubs, PTAs, Boy or Girl Scouts, etc., to sell news-paper subscriptions as a fundraising project.

The following is the scenario and the key questions that concern me.

Not-for-profit groups are not required to use the Federal Do Not Call Registry for fundraising efforts by telephone.

But what about a situation in which the nonprofit group calls consumers to sell subscriptions as a fundraiser?

Are these calls exempt from DNC restrictions since the solicitor is repre-senting a nonprofit organization?

The FCC described the scenario in a report released on July 3, 2003. On

Tips to unleash your writing power

making the calls as a fund raising effort for its benefit, not the newspaper’s.

2. Make sure the solicitor imme-diately identifies himself or herself as a member of the organization - for exam-ple, “Hello, this is Sally Miller and I’m a member of the Milton Athletic Booster Club, and we’re selling subscriptions to the Milltown Courier to raise funds for The Booster Club.”

3. My advice - make sure that nonprofit groups collects the money, which will affirm that the call is for the organization’s benefit. All checks, cash, credit card payments should be collected by and directed to the orga-nization, which will then forward the subscription information and payment to the newspaper (net minus their share) via a check from the organization’s bank account.

Ms. McMahon also pointed out: if inside or outside solicitors represent-ing the newspaper telemarket subscrip-tions with a pitch that reads, “part of the proceeds will go to a nonprofit organization”, they must check the National DNC list and avoid calling those numbers.

The definite FCC interpretation in this case is that the call is being made primarily for the benefit of the for-profit newspaper, and not primarily for the benefit of the nonprofit organization.

Also keep in mind, Ms. McMa-hon pointed out, that The Federal Trade Commission also has rules about telemarketing - both by for profit and nonprofit groups. If a newspaper is making interstate calls (from one state to another), it should review the FTC’s rules as well.

Even if all these guidelines are followed, I’m very apprehensive about nonprofit organizations selling news-paper subscriptions by phone without utilizing the DNC list.

Technically and legally, it may be okay if you follow the guidelines above. But again, a ruling has not been made

By Ken BlumBlack Ink

Writing a news or feature story is ultimately a rewarding experi-ence, but - for most of us - never easy. In my continuing search to find ways to make the writing of a good story faster and better, here are some tips from Jerry Bellune, editor and co-publisher with his wife MacLeod of The Lexington County (SC) Chronicle.

Jerry pointed to a friend’s wisdom - Bill Fox -- “Southern Fried,” “Ruby Red,” etc. -- who tells his students to turn down the brightness knob on their computer until the screen is absolutely black. Then write as fast as you can until you get to the end. Then print it out

by the FCC. And one must take into account

the consumer’s perception of the situa-tion - the telemarketing paranoia that has swept the country.

There’s still a good chance that Charley Consumer who has registered for the Federal DNC list is going to interpret a telephone solicitation for a subscription from a nonprofit group as a telephone solicitation from the news-paper.

If Charley objects on that basis, at best he may accept an explanation of the regulations from the solicitor.

Or, he may be irritated by the call.

Or, at worst, he may file a com-plaint with the FCC. While there’s a good chance that it won’t hold up in a court of law, you need to ask yourself whether it’s worth the hassle and the bad pr.

The Federal DNC law not only has only effectively eliminated telemarket-ing as a means for selling newspaper subscriptions, it also may have elimi-nated what is perhaps the second best marketing tool for newspaper subscrip-tions, the nonprofit group.

My advice: if you use a nonprofit organization to sell subscriptions, have them knock on doors or sell at a kiosk placed at the local grocery store. Pro-hibit the use of phone calls as part of the campaign.

In my opinion, telemarketing for newspaper subscriptions is dead in all ways and all forms.

Copyright 2004 Butterfly Publications. Black Ink/The Newsletter is a free quarterly newsletter dedicated to improving the prod-ucts and profits of community newspapers. Professional associations are free to use any of the content in their newsletters.

To subscribe or unsubscribe to this free newsletter, e-mail [email protected].

Ken Blum, publisher, Butterfly Publica-tions, 909 N. Crown Hill Rd., Orrville, Ohio 44667. Phone 330-682-3416. Fax 330-682-3415. e-mail: [email protected]

and go for a cup of coffee. Time permitting, come back in an hour or the next day and edit yourself with a pencil. Then turn the brightness up and go to work on the rewrite.

Jerry adds his own tips: 1. Think about the shape of

the story at every step in the report-ing - what you think the story is, if the evidence supports your assump-tions, how the story changes in your mind during the reporting. On the way back to the office, think of what the beginning and end should be.

2. Decide what the theme of the piece really is - what’s most important, interesting and intrigu-ing about what you’ve learned - and what’s in it for the reader. Does

it affect his pocketbook, his family, the safety of his neighborhood, his taxes, etc.?

3. Leave your notebook in the car or stick it in a drawer so that you’re not tempted to just regur-gitate your notes into the story. Write it without notes as if you are telling it to Mom. Go to your notes after you’ve finished your draft to (a) make sure you have not left out something vital and (b) you have names spelled correctly, and other facts and figures right.

4. Write a four-to-six word headline, a deck and the first paragraph. Those three steps really focus the story and set up its tone.

5. Then turn down the bright-ness knob.

Calling subscriptions creates special concerns


ANA Advertising UpdateAd Placement Sales (Gross)

2004 2003 February 04 Difference % Change$ 98,312 72,922 25,389 35% 2004 2003 YTD sales Difference % Change$156,145 154,841 1,303 1% Actual Budget Actual vs Budget Difference % of Budget$156,145 154,891 1,303 101%

AzCAN Sales Gross Revenue

2004 2003 February 04 Difference % Change$55,423 49,844 5,579 11% 2004 2003 YTD Gross Difference % Change$97,740 90,557 7,183 8% Actual Budget Actual vs Budget Difference % of Budget$59,754 49,386 10,386 121%

2by2 Sales Gross Revenue

2004 2003 December Difference % Change$23,885 15,375 8,510 55% 2004 2003 YTD Revenue Difference % Change$23,034 16,035 6,999 44% Actual Budget Net Revenue Difference % of Budget$23,034 16,677 6,357 138%

Peter Zollman

New Media

Line by line, step by step, (column) inch by (column) inch, broadcasters are slowly muscling in on classified advertising, a business that has long been owned by newspapers.

It’s having a significant effect in just a few markets. But watch out: This trickle will become a stream, and then a river and then a flood.

What should you do about it?The first step is simply being aware of the threat, which

like so many others is also an opportunity. If you understand that broadcasters now have the capability like never before to offer classified advertising services, on-air and online, you can decide to work with them or against them.

If you plan to work against them, be prepared for a formidable battle – and not just in major markets, as with Monster.com and other giant dot-coms. In many ways, it’s easier for a small-market broadcaster to break into classifieds than it is for a large-market broadcaster to do so.

If you plan to work with them, figure out what they have to offer that you need – promotional power, demographically diverse audiences, freedom from legacy thinking – and align yourself with the best broadcast partner or affiliation in your market. And make it work. For the long term.

Our consulting group, Classified Intelligence, published a major report on Feb. 15 about the surge of broadcasters into classified advertising. The report, “Broadcast-ers and Classifieds: The New Revenue Stream,” highlights some of the moves made by radio and television stations in the United States in automotive, employment and real estate listings, along with personals and merchandise ads. (We didn’t look at international markets, because while this is a growing trend in the U.S., we’ve found just a few cases internationally of broadcasters offering classifieds.)

Broadcasters moving in on newspapers’ classified turfHere are a few highlights:• A company with just five employees built a relationship with NBC Television

for employment sites in several markets, including South Florida – where it also works with local TV and radio stations and a movie theater chain. It has captured hundreds of listings.

• A radio station group in Denver developed a million-dollar annual revenue stream with recruiting advertising. Although revenue has fallen considerably due to economic conditions, its drop-off of 50 percent is considerably lower than that at many newspapers.

• A Kentucky television station affiliated with the Greater Louisville Associa-tion of Realtors for an online real estate service. In a recent check, its site included 5,741 residential listings; the newspaper’s site included just 3,295.

• Two TV stations in Seattle offer more real estate listings on their Web sites than the local daily newspapers. One station had 12,225 listings, another 2,964 on the day we checked; the newspapers’ site had 1,704.

• CarSoup, a Minnesota-based site working with broadcasters, generated “high six figures” income online for one television group and an additional million-dollars plus in on-air advertising revenue from auto dealers.

While “more listings” don’t necessarily translate into “more revenue,” users will ultimately gravitate to the advertising marketplace where they can find what they want – a home, a car, a job, a date. Lose that marketplace, and you’re on your way to losing the war.

Thus, newspapers have reason to be concerned about broadcasters and classi-fieds. That massive revenue stream that’s been newspapers’ alone since the earliest days of newsprint is facing a new local challenge. And while newspapers have sales reps responsible for producing class-ad revenue, many papers, even now, employ “order takers” in their classified departments rather than working hard at selling classifieds. And advertisers increasingly want to place ads on a self-service, “on my own time and in my own way” basis. Most broadcast classified services play well to that desire, and many are starting to employ full-time classified sales reps.

Television group Liberty Corp. is by far the smartest broadcaster we found moving into classifieds. VP Ron Loewen says the company originally hoped to generate $5 million in Internet revenue by 2006; now, he says, that looks like a conservative forecast. “Whatever we got from classifieds is new money – money we would not have gotten anyplace else,” Loewen told Classified Intelligence. “And that’s sweet.”

While it’s sweet to the broadcasters, it’s not sweet to the newspapers that lose revenue to the new competition.

If you’re not aggressively pursuing classified revenue with strong sales efforts, excellent print and online products, a consultative approach to selling, and an “us or them” attitude, you may soon run into Ron Loewen or one of his broadcast col-leagues. Be forewarned and act now, rather than reacting later.

= = =A free preview of the “Broadcasters and Classifieds” report will be available by

Feb. 15 at ClassifiedIntelligence.com. The report is available for $395 at that site, or by e-mail to [email protected]. Peter M. Zollman is founding principal of Classified Intelligence and the AIM Group, consulting groups that offer strategic and tactical support to help newspapers grow profitable classified advertising and interactive-media services. He can be reached at pzollman@classifiedintelligence

Most classified sections, regard-less of the size of the newspapers, have some room for improvement. Here are some tips for changes:

Make your classifieds easier to read.

If you are using a generic sans serif font like Helvetica, consider switching to a font designed spe-cifically to make small type more legible.Make classifieds easier to use.

Design your main banner, head-ings and subheadings to help read-ers find what they are looking for.Eliminate the numerical classifi-cation system.

That’s right; dump it. Almost no one uses it.Eliminate the index.

Yep, you can dump it, too. Readers use in-column classifica-tion headings to find what they are looking for.Reduce the marketing informa-tion in the header.

Like the numerical classifica-tion and the index. Most readers ignore pricing and deadline infor-mation. They’ll get it from a sales rep on the telephone, and you can have a cleaner, more attractive banner without it.

Emphasize the telephone number to call to place an ad.

This is the most important piece of information you can provide. Also include a number for circula-tion to avoid misdirected calls to sales reps from readers with deliv-ery problems.Use printed product to boast awareness of your online product.

Newspaper classifieds are at some risk from other providers, so promote what you already do better than anyone else.Promote the advantages of online classifieds.

Go past saying they are avail-able on the Internet. Emphasize timeliness, keyword searches, broader searches and legibility.Use classifieds to boast reader-ship.

Editorial content isn’t the only reason people buy newspapers. Many buy for the advertising, and the classifieds are also a draw for single-copy buyers. Take advantage of these opportunities by making classifieds visually engagingRedesign everything.

Don’t stop with the main banner. Look at typography, cat-egory headers, and house ads. The classifieds should receive as much attention as the rest of the paper.

-from Montana Press Pass by way of the NYPA News BEAT

Tips shared for improving classified ad section

16

MARCH, 2003

March/April, 2004

sonnel Director, Prescott Newspapers, Inc., P. O. Box 312, Prescott, AZ 86302 Fax 928-777-8625 or Email test in body of email to [email protected].

TALENTED PHOTOJOURNALIST - seeks to relocate either to the Phoenix or Tucson area. Experienced in digital photography, transmitting photographs, PhotoShop and some page design. Looking for employment either with a newspaper or nature or sporting maga-zines. Employment with a sports team would be cool. Interested parties should contact Robin at [email protected]. HIGHLY SKILLED WRITER/EDITOR - with more than 20 years newspaper experience. Knowledgeable in pagination and internet. Experienced communica-tor and team player. Seeking challenging position on daily or weekly newspaper. Contact me at 132 SE 5th Ave., Milton-Freewater, OR 97862; (541) 938-6439; or [email protected].

ADVERTISING SALES, Manage-ment, Sales Director, Marketing. Award winning advertising professional with solid experience in sales, marketing and promotion seeks a full time posi-

references to: Darryle Purcell, Managing Editor, The Mohave Valley Daily News, 2435 Miracle Mile, Bullhead City, Ariz. 86442. (Jan ’04)

SPORTS REPORTER - The Mohave Valley Daily News, a 10,000-circulation newspaper located along the Colorado River near Lake Mohave, Ariz., and Laughlin, Nev., is seeking a sports reporter. The ideal candidate would have daily or weekly newspaper sports writing experience, but we’ll consider a recent college graduate with good samples of school newspaper sports coverage. We offer competitive pay and benefits. Macintosh, News Edit and Quark experience is a plus. Send cover letter, clips and references to: Darryle Purcell, Managing Editor, The Mohave Valley Daily News, 2435 Miracle Mile, Bullhead City, Ariz. 86442. (Jan. ’04)

CITY EDITOR - Prescott Newspapers, Inc. featuring the award winning 20K cir-culation Daily Courier, in the mountain environment of Prescott, AZ is looking for an experienced City Editor. The right candidate will supervise news reporters, coordinate the day to day activities in the newsroom and have strong layout and design experience. PNI offers an excellent benefit package. EEOE Send resume and letters of reference to Per-

Help Wanted

Job WantedOn the Web:www.ananews.comClick on “Job Bank” link

Job BankANA

ADVERTISING SALES - In Flagstaff for Williams-Gr and Canyon News, Navajo-Hopi Observer, Winslow Mail. Great opportunity. Full benefits, mileage allowance. EEOE Resumes to: Western Newspapers, Inc., 417 W. Santa Fe Ave., flagstaff, AZ 86004 or Fax 928-226-115. E-mail: [email protected]

GENERAL ASSIGNMENT REPORTER - The Mohave Valley Daily News, a 10,000-circulation news-paper located along the Colorado River near Lake Mohave, Ariz., is seeking a general assignment reporter. The ideal candidate would have daily newspaper experience, but we’ll consider a recent college graduate with great clips. We offer competitive pay and benefits. Macintosh, News Edit and Quark experi-ence is a plus. Send cover letter, clips and

Our Job Bank helps journalists and others find openings at Arizona newspapers. Call ANA (602) 261-7655, Ext. 103. These guidelines apply:

1. Positions Available are pub-lished once in ANAgrams, and pro-vided to prospective applicants for 30 days, unless the newspaper asks that the ad be continued. Ads from ANA members are published free.

2. Positions Wanted are pub-lished once in ANAgrams at no cost to applicants.

Resumes are kept on file and made available to member newspapers for 90 days.

ANA will mail or fax resumes to member newspapers upon request.

Ads and resumes should be mailed or faxed to: Arizona News-papers Association, 1001 N. Central Ave., Suite 670, Phoenix, AZ 85004-1947, Fax: (602) 261-7525.

Or e-mail them to ANAgrams editor Carmen Wendt, [email protected].

3. Only ANA member newspapers may advertise help wanted. Resumes will not be provided to non-members. All ads posted on the ANA Web site.

ANA can help you

The February winning photo for the ANAgrams Photo Contest was shot by Rebecca I. Allen for the North Scottsdale Independent. It is a worker dwarfed by the 125-foot Wright-designed spire. Workers spent hours guiding 40-tons of teal green steel onto its base at the corner of Frank Lloyd Wright and Scottsdale Road. The $1 million spire is fast becoming known as the “gateway” to North Scottsdale.

February winner

tion in Arizona. I received the 2003 American Advertising Federation (AAF) and Madison Advertising Fed-eration (MAF) Silver Medal Award presented for outstanding contribu-tions to advertising and furthering industry standards, creative excel-lence and responsibility in areas of social concern. Ready to relocate to be closer to family. Contact ANA for resume or e-mail: [email protected] or call (608) 661-0700. Domenica “Mini” Schiro.

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