2015 march

V I S I T U S A T W W W . S A P A T O D A Y . C O M

Southeastern Advertising Publishers Association (931) 223-5708 (888)450-8329 fax 1

SAPATodayAdvancing the free paper industry by providing resources for success and venues for sharing ideas.

Board of DirectorsThe leadership of SAPA is in good hands. The board of directors, director, and assistant are listed with contact information.

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Take Control of ContinuityJohn Foust teaches us how continuity in our ads is even more important than in the movies.

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Conference ScheduleSAPA and AFCP Joint Conference & Trade Show, April 9-11, 2015, Savannah, Georgia.

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Graphics Series Ellen Hanrahan, our resident graphics guru, shows us that “font” isn’t a four letter word. Typography can be beautiful.

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Work PositivelyIf you ever feel overwhelmed Dr. Joey Faucette has some great ways to deal with those feelings and work positively.

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Print’s Not Dead!Bob Berting , Mr. Community Paper, shows us some very compelling reasons that “Print Isn’t Dead.” A must read for everyone.

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by Will Thomas

We extend a warm southern welcome and invite you to join us for the joint SAPA/AFCP Conference in Savannah, Georgia. The southeastern US has some of the most pleasant weather, unique sites, and friendly faces. Did you know that Savannah is the oldest city in Geor-gia and was once a British Colonial capital? With that rich backdrop we have planned a conference that both complements and takes advantage of

this beautiful city. The weather on April 9 - 11, 2015 should be a warm, relax-ing escape from the winter we’ve had. The outside activities and in-hotel meals and events will keep you busy without wearing you out. The speakers we have planned for the conference are some of the best around. You’ll come, learn lots, probably eat too much, meet new friends, rub elbows with fellow publish-ers from across the country, and leave with a smile on your face. We’d like to see your smiling face at the conference.

THE MONTHLY NEWSLETTER FOR THE FREE PAPER INDUSTRY MARCH 2015

Your Personal Invitation

Please mark your calendar, register for the conference, and plan on an informa-tive, enjoyable time.

To help you make your decision right now I’ll include some of the speaker in-formation for the conference. See you then!

THE GREAT GAME OF BUSINESSSteve Baker will be the opening Key-note of the Savannah Conference. Steve is the Vice President of The Great

continued on page 7



Board MemberKathy CrumptonPiedmont Shopper

Danville VA434-822-1800

Past PresidentTony OnellionBargains PlusSlidell, LA

985-649-9515

PresidentCaroline

QuattlebaumSoutheast Sun

Enterprise, AL 334-393-2969

Past PresidentRussell

QuattlebaumSoutheast Sun

Enterprise, AL 334-393-2969

Board MemberGreg Ledford

Shelby Shopper & Info

Shelby, NC 704-484-1047

Vice PresidentWill ThomasExchange, Inc.

Fayetteville, TN 931-433-9737

SecretaryMike Marlow Rutherford WeeklyForest City, NC828-248-1408

TreasurerTodd Godbey

Livin’ Out Loud Magazine

Wilmington, NC 910-338-1205

Executive Director

Douglas FrySAPA Headquarters

Columbia, TN931-223-5708

Administrative Assistant

Vickie BeldenSAPA Headquarters

Columbia, TN931-223-5708

SAPA Leadership

by John Foust

Movie production crews include con-tinuity staff members who make sure things are consistent within each scene. Even with their trained eyes, mistakes happen. If you look closely, you may notice a clock in the back-

placed it with a black mask he swiped from one of the bad guys. I distinctly saw him put on the black mask, but for the remainder of the sequence he was wearing the blue one again. Oops.

Continuity is important in advertis-ing, too. All iPhone advertising has

Take Control of Continuity

continued on page 3

ground that changes time dramatically during the same two minute scene. Or you’ll see changes in the liquid level in a glass.

Not long ago, I noticed a goof in a James Bond movie I was watching on TV. After Bond’s blue mask was torn off in the underwater fight scene, he re-

If you are interested in serving on the SAPA board please give our president, Caroline Quattlebaum, a call at 334-393-2969. Ser-vice in our industry is fulfilling, enjoyable and gives you sense of accomplishment. Besides that you give back to the industry that enjoy. SAPA works hard to keep you informed and up-to-date on the latest advances and trends in publishing.

We’d love to talk with you about how you can give back.



the same look and feel. All Coca-Cola advertising communicates the same image. And all Walmart messages project the same brand attributes. Even on a local level, with consumers bombarded by thousands of market-ing impressions every day, it is crucial for advertisers to have a sharp eye for consistency. Here are a few continuity points to consider:

1. Logo: This is the most obvious con-tinuity factor. Too many times, I’ve seen businesses make the mistake of using one logo in newspaper ads and a different logo elsewhere. If your graphic department creates a logo for

one of your advertisers, make sure the logo will be used everywhere – on the printed page, on the web, on mobile devices and on business cards.

2. Typography: Type has been called the visual voice of advertising. There’s a big difference between Gill Sans Ul-tra and Goudy Old Style. Make your font choices – for headlines and body copy – and use them everywhere.

3. Color: A number of companies have theme colors. Target uses red, Home Depot features orange and UPS uses brown. The connection is so strong that it’s difficult to think of those com-

panies without thinking of their col-ors. If one of your advertisers adopts a color, make sure it will (1) reproduce well on newsprint and (2) be different from the theme colors of main com-petitors.

4. Overall theme: It’s nearly impos-sible for a merchant to gain a foothold in the marketplace if consumers don’t know what the company represents. In other words, an advertiser shouldn’t sell itself as a high-end retailer on Monday and a bargain basement store on Tuesday. Find a theme and stick with it. And make sure it reflects the advertiser’s true identity.

5. Offers: There are two types of ad-vertising – image and response. Image advertising is designed to build long-term identity, and response advertis-ing is designed to generate immediate results. The best campaigns feature some overlap. For example, while Mi-chelin emphasizes safety (image), they offer special deals on tires (response).

Merchants in your hometown can do the same thing. Help them strengthen their themes by making relevant of-fers to make their cash registers ring. If they don’t give consumers compelling reasons to buy, those people will take their business elsewhere.

(c) Copyright 2015 by John Foust. All rights reserved.

John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad de-partments are using his training videos to save time and get quick results from in-house training. E-mail for informa-tion: [email protected]

by Bob Berting, Mr. Community Paper

The newspaper industry needs to get more aggressive about the value of print advertising, when the media and media buyers are proclaiming that print is dead.

Although newspaper media is enjoy-ing the largest audience ever, there is one fact that tends to be ignored—newspapers are still making money and newspapers are still a good invest-ment. Think about it—an industry that generates cash and solid earnings is not dying. Recently I have inter-viewed 2 successful and progressive publishers about this issue and here

are their thoughts about the progress of their pub-lication and their vision for the future of print:

Jane Means, the publish-er of the Athens News in Athens Ohio, says: “Newspapers are certainly not dead, and with our pub-lication, we have the audits by the Cir-culation Verification Council to prove it. Community papers like ours, in rural and suburban areas, are heavily relied upon for local news. Success-ful business owners know that a con-sistent ad campaign can help achieve that needed trust in a local community

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Print Renaissance...Print’s Not Dead

Display & Classified Ad Sales & BillingCirculation Direct Mail Payroll Accounting

Integrated Management Software designed by publishers for publishers

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I welcome your input and suggestions. A former art teacher, I entered the free paper publishing business in the early 80s. I write for IFPA, Community Papers of Michigan, and am still learning.E-mail: [email protected] Ellen Hanrahan ©2015

TypographyI ALSO WRITE ARTICLES FOR THE IFPA AND HAVE BEEN DOING SO SINCE 1995. AT TIMES, I WILL LOOK BACK AND SEE THAT AN ARTICLE CAN BE UPDATED, RE-PURPOSED OR RECYCLED… THIS ARTICLE HAS TIMELY INFORMATION ON…

…until next month!

Sometimes, the universe speaks to us and you might want to listen. Granted, it may be a little bizarre, but I do believe there are strange forces at work. Take for example these two magazine covers. In 2012, I received both issues within weeks of each other. Hint, this is how you can sometimes tell what is “trending.” How Magazine is an industry publication dealing with design and usually during this time period they present their articles and take on type and typography. This was the July issue and I’ll admit, I didn’t rush to read because as I skimmed, it was all info that I had read… and heard before. Now fast forward about two weeks and I receive the August issue of Milwaukee Magazine… a local, consumer magazine deal-ing with news, events and information regard-ing Milwaukee and surrounding areas. Holey Moley, is there a pattern here? Two different publications, but do I detect a theme of sorts? Now I won’t bore you with the Milwaukee magazine info, although if you want to know the best burger joints I suggest you go to mil-waukeemag.com. I’m sure they can provide you with an updated list.

HOW Magazine InfoSo, the universe spoke and I went back to actu-ally read the articles in this magazine. Along with the usual update on typography in print and now web-friendly fonts, there was an article on their website, www.howdesign.com that featured “7 Typographic Sins Thou Shalt Not Commit,” by Jim Godfrey (a typography junkie and chair of the Department of Art and Visual Communications at Utah Valley University and a 20-year veteran in working with type). He actually listed 34 Typographic sins last year, but has managed to narrow the list this year to seven! Most of these you already know because I haven’t been writing for all these years without touching on these at least once or twice (right, probably a lot more!).

Free Font Search TipsThere was an article by Denise Bosler in that issue, but more interesting was her online arti-cle about free fonts/free font download tips. Not all free fonts are going to be what you want. Ms. Bosler presents a nice case in what to look for when you type “free font download.” Here are just a few recommendations: Search smart. Instead of typing “free fonts,” add qualifying words such as quality, profes-sional, commercial and design. Look at the whole font. Essential charac-ters (numbers and punctuation) can be missing in poorly executed fonts. Read the license carefully. Many free fonts are licensed for personal use only and don’t include commercial use. Download the open type format. It will give you the mostflexibility in use.

PLEASE DO NOT:Do not put two spaces between sentences.Typewriters… since all of the letters were the same width, it became customary to add an extra space at the end of a sentence to call attention to a new sentence. Do not fail to align baselines of type in adjacent columns of body text. Baselines of all columns of text on a page should align to create a pleasing margin of pure white space. How do you get them to align? Fortunately you can go to Jim’s website at www.jimgod-freydesign.com where he will tell you how. Warning…simple math is involved! I know bet-

ter, and I have broken this “suggestion,” but sometimes to get around this I add artwork to the middle column so that it’s not quite as noticeable. I lined up this column because it was very short and I can adjust the artwork!Do not fail to tuck periods/commas inside quote marks. This is primarily an American convention; but it will keep unsightly negative space from drawing unnecessary attention to the period or comma. By the way, punctuation such as question marks and exclamation points

belong either inside the quote if they are part of the quote, or outside the quote if they are not part of it. Semicolons and colons always appear outside quotation marks. “I really love type”, she said. (wrong) “I love type so much,” she asserted. (correct)Do not fail to kern display type. I have writ-ten many times on the idea of unity and using a display type that hasn’t been properly kerned disrupts visual unity, not to mention that it’s just not professional! Unseemly gaps can impede readability by distracting the reader. The kern-ing tables of some typefaces work extremely well, but the human eye is a great judge of “looks.” Adjust the spacing between letters and cer-tain letter pairs especially in display faces. Each typeface is unique, so there really is no hard and fast rule about the amount of space to use. This is where looks become important.Do not indent a paragraph too far. The stan-dard indent for a paragraph is 1 em space (the point size of the type), not half an inch. Most software has default tabs set for half an inch, creating a big hole in the text. Easy fix, adjust the tabs. I have always said to not use the pro-gram (or computer) default! On my iMac I can also use Command/Shift/M to create the indent.Do not use process colors for body text. It’s hard to read, but more important, it’s hard to register on press. Use black or a rich black, or spec a Pantone color (adds cost!). Your press-man will be eternally grateful.Do not use Faux italic/oblique, bold and small cap type. Thanks to word processors everywhere, we see type that’s hypocritical: It kind of looks italic (or bold) but it’s not. Select the italic or bold version from the font menu, and if a typeface doesn’t have genuine small caps, don’t use them (the weight of the letter-forms will be inconsistent and unattractive–that’s a whole ‘nother issue. I change my default “small cap” to about 88% in my preferences).



Work Positive3 STRATEGIES TO CURE

OVERWHELM“Overwhelm” is a constant theme in our coaching conversations late-ly. Business professionals have this sense of more effort and fewer posi-tive results. There’s more to do than there is of me to do it.

How do you deal with overwhelm?

Here are 3 things to do right now to move forward despite the over-whelm:

FOCUSYour attention is a non-renewable resource. This most precious asset is best invested according to your pri-orities. Set your priorities based on:

Time: Once your time is spent, it’s gone. You have only now. Focus on deadlines and timelines, markers and metrics for guiding your atten-tion flow.

Core Values: Your focus is allo-cated according to certain character qualities you choose, like integrity, honesty, and exceptional customer relationships. You best select your core values away from the heat of an overwhelming moment to insure consistent action. Schedule time daily so you do what you choose in the best possible manner.

Unique Contribution: The mission

critical is determining your unique contribution to achieving the busi-ness dream within you. Perhaps you can do anything, but not everything all at once. Focus on your chief tasks that contribute your piece to the emerging puzzle of success at work.

FINISHDistractions are unavoidable. A cli-ent walks in. Something breaks. A system fails. It happens, right?

Yet some distractions are manage-able such as voice mail, email, and social media.

You are successful in conquering overwhelm when you sort through such interruptions and focus to fin-ish. Multi-tasking is a myth. Better results emerge—more profit, more productivity, more personal satisfac-tion—as you focus to finish.

Certain tasks are on-going, e.g., sales calls. Yet if you have unfinished stuff lying around your to-do list consis-tently, focus to finish is begging for your attention.

Get started by finding one to-do item to finish at the end of your day. Check it off your list, enjoy the sat-isfaction of accomplishment, and that same sense welcomes you the next morning.

FOLLOW THROUGH WITH FEEDBACK

When I pitched baseball, my coach taught me the importance of fol-low through. To throw a fast ball, I continued through the pitch and touched my shoe laces. To throw a curve ball, I followed through as if pulling down a window shade to my knee. The ball magically struck the zone I visualized it when I fol-lowed through.

The same is true when you focus to finish and then follow through with feedback. Evaluate your re-sults by asking for feedback from your clients and teammates. Focus on the positive strengths and rep-licate them in your system. Find a better way to achieve your business dreams instead of the weaknesses.

When overwhelm next assaults you, focus to finish and follow through with feedback and you’ll Work Posi-tive in this negative world.

Dr. Joey Faucette is the #1 best-selling author of Work Positive in a Negative World (Entrepreneur Press), Positive Success Coach, & speaker who helps business professionals increase sales with greater productivity so they leave the office earlier to do what they love with those they love. Discover more at www.GetPositive.Today.



paper. Local business owners have be-come much more educated on how to effectively reach their audience for their advertising investment. We share information from our audits with every business, large and small. We consider our audits our most valuable sales tool because it proves we are stronger than ever and definitely much stronger than our competition.”

Paul Barrett, Publisher of the Finger Lake Times, in Geneva, New York re-ports : “We are leaner these days with fewer specialists and more talented generalists. We believe a strong team wins…and with a leaner operation, it gives us more horsepower in each work position. We have completely redesigned our paper. Lots of color, more features, a larger news hole. We have even knocked down walls between our ad depart-ment and our newsroom for more effective interactive com-munication. Small commu-nity papers take branding for granted. We don’t—it starts with redesign. Our newspaper racks are beautiful. They’ve become like billboards around the region. We’ve also done a building facelift, inside and out. All this is part of our branding campaign. What is the future of newspapers? We will continue to struggle with the balance between online

and print. Our customers tell us what they need and we work creatively to fulfill their needs. Our mantra con-tinues to be local—local—local. Print and digital: our advertisers tell us ev-ery day that they still prefer print and are willing to pay for it. Online is prof-itable, but in terms of real dollars, our bread and butter is still print.”

Bob Berting says: Newspapers are not dead. They are being rejuvenated ev-ery day, even if the media, ad agencies, and the general public try to knock them down. Newspapers strive to en-sure the free exchange of information that is accurate, fair, and thorough.

Print’s Not Deadcontinued from page 3

Justin Gerena, President, Director of Salesp: 888.592.3212 x710e: [email protected]

JB Multimedia, Inc. P.O. Box 704 N. Bellmore, NY 11710 888.592.3212 phone/fax www.jbmultimedia.net

M a k i n g p u b l i c a t i o n s i n t e r a c t i v e.

Newspapers fear no one.

Bob Berting, newspaper marketing con-sultant, has published his new e-book for sales professionals in the newspaper in-dustry entitled “Advanced Selling Skills For The Advertising Sales Pro”. This is a publication for beginning salespeople who can learn advanced selling techniques and experienced salespeople who can sharpen their selling skills. Salespeople can learn more about this publication by using the link www.adsalespro.com and see the table of contents as well as reading the complimentary first chapter. Payment of $19.95 to download the 34 page e-book.

Bob can be contacted at [email protected] or 800-536-5408. He is located at 6330 Woburn Drive, India-napolis, In 46250.

Organizational SoftwareOrganizational SoftwareTools you need to be more effi cient.

Software Developed by: Little Fish Big Ocean, Inc.

Lead Developer & Founder

[email protected]@[email protected]@MaxProPublishing.comwww.MaxProPublishing.comchris@[email protected]@MaxProPublishing.com

407-656-2777

ARE YOU HAPPY WITH YOUR

SALES TRAINING AND CUSTOMER RELATIONS?

A Message To Newspaper Management and Salespeople:

BOBBERTING

Only $19.95

Contact Bob at [email protected] or

800-536-5408

Tele-SeminarsAdvertising Sales Rejuvenation

• Reference material sent in advance of each session

• Q/A –better ccommunication with instructor

Live Sales TrainingYou’ve Got to Believe to Achieve

• Let Bob energize yoursales staff

•• Bob can instill greater belief in each salesperson

Live Customer SeminarsCreative Transformationof Clients

• Invite your inactives, regulars, and prospects

•• A great public relations event for your publication(s)

Regional SeminarsHow To Sell Bigger Chunks OF Business

• Invite other publications in your state

•• Bob will conduct a seminar in 3 geographical state zones



SAPA AND AFCP JOINT CONFERENCE & TRADE SHOW,

APRIL 9-11, 2015The perfect setting for this annual networking extravaganza - Savan-nah’s Marriott Riverfront Hotel in the heart of historic Savannah, Georgia! Stay tuned for details on a program that is sure to be packed with ample networking, educational, motivational

Conference Schedulesand entertainment opportunities for everyone.

This annual industry celebration pro-vides something for everyone - from publishers and marketing profession-als to editors and support staff, the in-formation gained from this conference provides for the growth and profes-sional development publications can build on all year long.

N E W S P A P E R P R I N T I N G C O M P A N Y




A c c o u n t E xe c u t i ve

5 2 1 0 S O U T H LO I S AV E N U E / TA M PA , F LO R I DA 3 3 6 1 1( 8 1 3 ) 9 0 2 - 1 1 9 6 / C E L L ( 5 6 1 ) 2 3 9 - 2 4 9 5P ro d u c t i o n : ( 8 1 3 ) 8 3 9 - 0 0 3 5 / FA X : ( 8 1 3 ) 8 3 9 - 7 2 9 5E M A I L : d o u g s @ N P C p r i n t i n g . c o mw w w. N P C p r i n t i n g . c o m

Doug Schwenk

“Kind words can be short and easy to speak, but their echoes are truly endless.”

Mother Teresa

“The only place success comes before work is in the dictionary.”

Vince Lombardi

“To get what we’ve never had, we must do what we’ve never done.”

Anonymous

“The will to win is not nearly as important as the will to prepare to win.”

Bobby Knight

“The weak can never forgive. Forgiveness is the attribute of the strong.”

Gandhi

Game of Business, Inc., a division of employee-owned SRC Holdings Cor-poration. Known for his high-energy and engaging message, Steve has be-come a top-rated and sought after speaker, author and coach on topics of Open-Book Management, Strategy & Execution, Leadership and Employee Engagement. Steve co-wrote the up-date of the #1 Bestseller, The Great Game of Business 20th Anniversary Edition.

Steve’s message in Savannah, entitled “Rapid Financial Results & Lasting Cultural Change” will offer attendees an engaging look at the origins and fundamentals of open-book manage-ment and The Great Game of Busi-ness. Based on Jack Stack’s bestselling

book, The Great Game of Business is a unique and well-proven methodology and approach to running a company, based on a simple, yet powerful be-lief: “When employees think, act and feel like owners... everybody wins.” This proven operating system teaches people business, holds them account-able and provides them a stake in the outcome.

Following Steve Baker’s Keynote, he will also offer a management work-shop for attendees on “The Great Game of Business MiniGames”. This fun and interactive workshop will provide participants an opportunity for hands on development of some game designs that they will be able to take home and implement right away

Your PersonalInvitation to Savannah

continued from page 1 in addition to the tool-set and skill-set they will need to apply effective games on an ongoing basis.

SOCIAL MEDIA & MUCH MORE!Genia Stevens’ first presentation will provide some insights and methods to help attendees develop and man-age their social media campaigns and ensure they target the right audience. This presentation will also address the much needed topic of making money with Facebook.

Genia’s second presentation will broaden our understanding of Google Analytics and address how to interpret and use them to grow your business.

She’s a marketing strategist who has extensive experience with helping companies use digital marketing and new emerging web trends to reach diverse markets, generate revenue and build brand awareness. Genia has worked with national brands like Trek, BUNN, Jockey and Nielsen Rat-ings.



Organizational SoftwareOrganizational SoftwareTools you need to be more effi cient.

Software Developed by: Little Fish Big Ocean, Inc.

Lead Developer & Founder

[email protected]@[email protected]@MaxProPublishing.comwww.MaxProPublishing.comchris@[email protected]@MaxProPublishing.com

407-656-2777



Web design is BIG business

2015 march

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