www.qcna.org The Official Publication of the Quebec Community Newspapers Association June 2011

What’s InsideQCNA Gala Photos & more ........................................... Page 2Fred Ryan - Quebec’s old order is rapidly changing ...... Page 3 QCNA Happenings ......................................................... Page 4Industry Highlights ......................................................... Page 5 Happenings/Industry Highlights cont’d .......................... Page 6Advertising ...................................................................... Page 7

Community Connections ........................................................................ Page 8Kevin Slimp - InDesign Tool Benefits Smaller Papers .......................... Page 9 Jim Pumarlo - Business Coverage .......................................................... Page 10John Foust - How’s Your Peripheral Vision? .......................................... Page 11Ed Henninger - A License To Print Money ............................................. Page 12

QCNA CONNECTOR

It was a night of celebrations

George Bakoyannis, QCNA’s Treasurer and Co-Publisher of The Laval News, is seen above receiving the prestigious Lindsay Crysler Award from QCNA President and The Equity Publisher, Heather Dickson. George received this well-deserved award to a standing ovation from the guests at QCNA’s awards gala held on May 27, 2011, at the Chateau Vaudreuil Hotel in Vaudreuil-Dorion, Quebec. See more photos on Page 2. These photos, the awards book and list of winners are available at: http://www.qcna.org/press/awards2010.html

Dimitri Papadopoulos Photo

QCNA Connector June 2011 2

Some Photos from QCNA’s Annual Conference, Education Sessions & Awards Gala held on May 27, 2011, at the Chateau Vaudreuil Hotel

Photo Credits - Dimitri Papadopoulos & Carolyn Kitzanuk

QCNA Connector June 2011 3

Quebec’s old order is rapidly changing ... are we?by Fred Ryan

If anyone thinks that Quebec’s electoral upheavals culminated in the NDP sweep last month, well, don’t bet the

farm on it. We may be inching towards an even greater political realignment – and it’s worth our while to see how our newspapers fit into what may be an entirely new Quebec order.

First, we’re all watching the PQ coming apart at the seams. The desertion of a half-dozen MNAs is bad news for that party’s chances in the next provincial election. And Charest can’t shake his basement polling numbers and the perception of Liberal ethical troubles, construction and highway contract foibles, and a general sense the party’s stuck in neutral. The ADQ hasn’t recovered from that burst of voter enthusiasm which shoved them to a leadership test they were unable to pass.

Moving upwards (for the moment) is Quebec Solidaire. Their sole MNA, Amir Khadir made a big splash objecting to provincial money for Quebecor’s stadium project, and he’s been invited to speak everywhere.

More newsworthy is a new party, launched by veterans Francois Legault (ex-PQ) and Charles Sirois (ex-Liberal). Like the ADQ, this party will target that big centre right slot, while QS pushes against the PQ from the left.

Quebec could be back in an election as early as this fall, once Premier Charest is convinced his opponents are in trouble. That election would be unpredictable and points to another upheaval.

What does that mean for us, Quebec’s bilingual and minority language media?

If we continue to sit back and watch – and report – these perturbations will mean only a few more stories. Our problem is that the provincial (and federal) government has little faith in community newspapers; they appear to

believe we count for nothing much, and they can reach their electors by other means, either via the dailies, the electronic media – or the “social” media. (Quotation marks to indicate all media are social, by definition.) And if government ad buying decisions are left to rep houses or to communications agencies, staffed by kids who’ve never read a newspaper, we become invisible. All the readership surveys, from ComBase to the Hebdos studies, have had zero impact, despite their very good news about weeklies – probably

because the kids don’t read anything, including survey reports.

We (as individual papers and through the QCNA) have failed to get the attention of the present government ad-buyers. They aren’t reaching their audience, and don’t appear to care – which explains the electorate’s distrust. However, with this possible major re-structure of Quebec’s political scene, we may have an opportunity to re-gain lost ground.

How? By asking this question, the minds in our industry may come up with some suggestions – and QCNA may be able to re-design its own approach. QCNA is also re-launching, as we search for a new Executive Director with a re-defined mandate. When everything’s new, new things are finally possible.

First, the new parties, and any resurrected parties and politicians, will still be dependent on the thumb-clicking crowd. So it will likely be no more fruitful to hit on these kids than on the old ones.

Our strength is not that we can be read on-line by folks in Tanzania or Malaysia, but that we put our clients’ messages on the kitchen tables of our communities. The kids like eyeballs and clicks, but the

politicians like voters and their votes. And the politicians have the final word.

Shouldn’t we then be dealing with the politicians? Can’t they tell the ad-placement people where to place those public service ads?

We have to do more than talk to them. That’s their expertise, talk. We have to use a language they can understand. That would be language that deals with voter perceptions and voting intentions.

Governments do not believe we reach the people. We have to show them

otherwise, and surveys have been ineffective. We say we have the ability to influence the minds of the voters; why aren’t we using that, as a means to demonstrate our newspapers’ reach?

To do this, most of us have to be on board. It’s not effective to have only one or two papers in an aggressive mode. This is a problem for many of our corporate members, but corporates do want more advertising revenue.

You see where I’m going with this . . . a unified and aggressive campaign to clearly demonstrate our reach and influence. We have to take either a very positive or negative approach, anything that is high-visibility for politicians.

We can help them. We can hurt them. And how? Because we have the reach and the trust than no other media can claim. All we have to do is quit the hesitancy and grab the reins. This could be the biggest campaign in our lives– and it will influence government advertising decisions in federal and municipal levels as well.

Let’s get thinking, talking, and planning. There is an opportunity here in Quebec that comes once in a newspaper’s lifetime.

Fred Ryan is the publisher of the Pontiac Journal du Pontiac, The West Quebec Post, and the

Bulletin d’Aylmer; and a member of the QCNA board of directors.

“Our strength is not that we can be read on-line by folks in Tanzania or Malaysia, but that we put our clients’ messages on the kitchen tables of our communities. ”

QCNA Connector June 2011 4

QCNA happenings

Dimitri Papadopoulos Photos

It Was A Night of CelebrationsThe QCNA members and guests celebrated with the best of the best at the 31st annual awards gala held at the

picturesque Chateau Vaudreuil Hotel in Vaudreuil-Dorion on May 27, 2011. Tarah Schwartz and Paul Karwatsky, news co-anchors

with CTV News, co-emceed the awards gala and president, Heather Dickson, presented plaques and certificates to the excited winners in 32 awards categories. George Bakoyannis of The Laval News took home the prestigious Lindsay Crysler Award; Mark Burgess of The Low Down To Hull & Back News garnered the Paul Dumont-Frenette Award; the Photojournalism Award went to Andrew Soong, photojournalist with The Suburban; Manon Gregoire-Fleury of the Bulletin d’Aylmer won the Joan Durnin Outstanding Salesperson Award. Best Overall Newspaper was won by The Suburban. The evening also included the ever-popular ‘blooper’ turkey award picked up by The Equity.Congratulations to all the winners. We look forward to another challenging awards competition for 2011.For the list of winners, lots of great photos and the awards book go to: http://www.qcna.org/press/awards2010.html.

Low Down delivers more than newspapersCongratulations to Nikki Mantell, publisher of The Low Down to Hull & Back News, on the birth of her first child, a son, Dominic Thomas, born on Wednesday, April 13, 2011, weighing in at 8 lbs, 12 oz.Nikki was seen everywhere at QCNA’s recent AGM, education day sessions and the evening awards gala, with her little guy in tow, all snuggled up in a comfy baby carrier. There may already be ink running in Dominic’s veins!

The Eastern Door A CAJ Winner & Michener Awards Foundation FinalistCongratulations to Steve Bonspiel, Publisher of The Eastern Door for winning the Canadian Association of Journalists (CAJ) Award in the community newspaper category for ‘Mohawk Council Turns Up Heat on Non-Natives,’ a series of articles he wrote about a plan to evict 35 non-native residents from the Kahnawake reserve on the South Shore of Montreal. This is the first time a Mohawk journalist has won this award. This was the fourth nomination for Steve Bonspiel.The Canadian Association of Journalists, Canada’s only national professional organization of reporters, editors, producers and photographers, announced the winners at its annual CAJ Awards for Investigative Journalism gala dinner held in conjunction with the national conference in Ottawa last month. The CAJ awards are Canada’s only recognition for the best in investigative

journalism across the country.For more info: http://www.caj.ca/?p=1664And, for the same story –The Eastern Door was named a finalist by the Michener Awards Foundation for meritorious public service in journalism in 2010. The Michener Award is one of the highest distinctions in Canadian journalism. The Eastern Door was named a finalist along with five others (The Calgary Herald, the Canadian Broadcasting Corporation, The Hamilton Spectator, la Societe Radio-Canada and The Vancouver Sun) for its sustained reporting of the decision of the Mohawk Council of Kahnawake to send eviction letters to non-Natives living on the reserve, putting names and faces to the evictions and sparking a public discussion in this close-knit community into what The Eastern Door called a “human rights story.” The courageous involvement of the community paper contributed to the reversal of a decision of the Mohawk Council to evict

The Board of Directors for term 2011 – 2013 was introduced at the QCNA awards ceremony held at the Chateau Vaudreuil Hotel on May 27, 2011. Seen back row from left to right – back row: President, Heather Dickson (The Equity); Secretary-Treasurer, George Bakoyannis (The Laval News); Vice-President, Steve Bonspiel (The Eastern Door); Director, Will Nicholls (The Nation); Director, Fred Ryan (Bulletin d’Aylmer); Director, Michael Sochaczevski (The Suburban); Front row – left to right: Director – Observer, Lily Toabe Ryan (The West Quebec Post); and Director, Nikki Mantell (The Low Down To Hull & Back News). Missing from photo - Director, Marc Lalonde, (The Chronicle).

See QCNA Happenings - Page 6

QCNA Connector June 2011 5

Industry HighlightsOCNA Webinar - June 17‘Why Newspapers Are Hot: The Top 11 for ‘11with Suzanne Raitt, VP Marketing & Innovation, Newspapers CanadaDate: June 17Time: Noon – 1 p.m. EDTCost: $50 + HSTRegister: https://www1.gotomeeting.com/register/549129305Newspapers offer exciting and innovative options for advertisers in print, online, mobile and more. The latest original ad examples from Canada and around the world are combined with compelling research to make the case for using newspapers in any format! This session will cover:• How healthy newspapers are in Canada (compared with other countries)• How newspapers are advertising powerhouses (as consumers trust the ads in the medium more than other sources)• Return on Investment – proof the newspapers and their sites deliver• Innovation – what is going in Canada in terms of new ad options and ideas from other countries• Strength of online newspapers (and how they are being used effectively by advertisers)• Future of newspapers – what is happening and what is on the horizonCancellations are permitted up to 24 hours prior to the start of the webinar session. All other registrants will be billed for the session.For more info contact Karen Shardlow at k.shardlow@ocna.org

QCGN Member Convention & AGM - June 17 & 18 & Goldbloom Award LaunchQCGN’s annual general meeting and convention will be taking place June 17 & 18 at Concordia University in Montreal with lots of new faces around the QCGN board table. An excellent program of activities including discussions and workshops are on the agenda. Outgoing two-year term QCGN Secretary, Heather Dickson, (and QCNA President) will be attending the meetings. For more info go to: http://www.qcgn.ca/2011-convention-agm/

The official call for nominations for QCGN’s 2011 Sheila and Victor Goldbloom Distinguished Community Service Award will be announced at QCGN’s June 17 luncheon. This award honors individuals for going above and beyond the call in contributing to the vitality of our community. Members of the Network and of Quebec’s English-speaking community will have until August 19 to submit the names of deserving candidates. The awards ceremony is expected to take place in October. Exact date and location to be announced soon. For more details go to: http://www.qcgn.ca.

Newspapers Canada LogoAs you know, the CCNA is now operating under the name Newspapers Canada and as such the old logo should not be used. Likewise, links to their website should be pointed to www.newspaperscanada.ca.Newspapers Canada has asked that any member still using their old CCNA logo in their newspapers to please replace it with Newspapers Canada’s new one. Here’s a link to the new logo options available:http://www.newspaperscanada.ca/members-area/association-logos

APF Conference Happening July 7 – 9, Ottawa Association de la Presse Francophone (APF) will be celebrating its annual conference and awards gala at the Lord Elgin Hotel in Ottawa, July 7 – 9. President, Heather Dickson, will be attending the event and will be an awards presenter as part of a reciprocal sponsorship agreement between QCNA and APF. For more info: http://www.apf.ca/index.cfm?Voir=sections&Id=7579&M=2443&Repertoire_No=2137988666

OCNA’s Community Newspaper Review 2011OCNA is once again inviting newspapers across Canada to participate in its

community newspaper review program. The free program enables peer reviews of a newspaper and a chance for fresh ideas and constructive criticism from others in the business. If you’d like to have your newspaper reviewed and conduct a review yourself, contact OCNA’s Karen Shardlow at 905-639-8720 ext 232 or email k.shardlow@ocna.org as soon as possible.Deadline to register: Friday, June 17.

Canadian Online Publishing Awards now openDaily and community newspapers are invited to submit entries in the third annual Canadian Online Publishing Awards. The annual awards program, produced by Masthead, honors excellence in web-editorial and is open to both English and French-language publications. The competition has expanded this year to include two new rich media categories: Best Digital Edition (replica) and Best Tablet Edition. The 2011 entry deadline is June 24 with winners announced at an awards reception to be held in Toronto in October. Click here for entry info: http://www.canadianonlinepublishingawards.com/.

Reminder for Digital Periodicals – July 4 Application DeadlineIf you publish a digital periodical, the Canada Periodical Fund is encouraging you to submit your application for funding to its Business Innovation for Digital Periodicals sub-component as soon as possible. Complete applications must be postmarked no later than July 4, 2011.For details concerning applicant, periodical and project eligibility criteria; application requirements; and application forms, please consult the Canadian Heritage (PCH) website at: http:www.pch.gc.ca/eng/1267313838781/1268328701928Should you have any questions, please contact the program at 1-800-641-9221 or 819-997-5539 or email: fcp-cpf@canadianheritage.gc.ca

See Industry Highlights - Page 6

QCNA Connector June 2011 6

Industry Highlights continued from page 5

non-Native residents living on the reserve.His Excellency the Right Honourable David Johnston, Governor General of Canada, hosted the Michener Awards ceremony at Rideau Hall on June 14 where, Jim Williamson, Executive Producer of CBC’s ‘Fifth Estate’ won the coveted 2010 Michener Award for its reporting on the incarceration and death of Ashley Smith, a seriously troubled teenager, jailed for a minor offence.

A worthy recognitionThe Nation’s Neil Diamond recently picked up a prestigious Peabody Award for the documentary film , ‘Reel Injun: On the Trail of the Hollywood Indian,’ which examines how Hollywood movies

have depicted and misrepresented Native Americans throughout the 20th century. This award is given to the best work produced in electronic media – be it radio, television or cable – by the University of Georgia’s Grady College of Journalism and Mass Communication in Athens, Georgia. This year there were two Canadian recipients among the 39 Peabody winners; the other Canadian winner is the high-school drama ‘Degrassi,’ which won for a two-part episode about a transgender teen.Last November, ‘Reel Injun’ picked up three top prizes at the 25th Annual Gemini Awards in Toronto for Best Direction in a Documentary Program, Best Visual Research and the Canada

Award, which is given to films that promote awareness of Canada’s racial and cultural diversity.

QCT Has New GMThe Quebec Chronicle-Telegraph’s June 1 edition announced that it has a new General Manager – Taylor Ireland, a local businessman. Passionate about current affairs and ‘addicted to the news,’ Ireland is enthusiastic about working with QCT owners Ray and Stacie Stanton. Ireland originally hails from Saskatchewan and came to Quebec in 2005 to learn French. He is the general manager and owner of Les Ateliers de conversation anglaise, an established private language school located in Ste. Foy.

Enter Now for the 2011 Peter Gzowski Fellowship ABC Life Literacy Canada is pleased to announce that nominations for the 2011 Peter Gzowski Life Literacy Fellowship are now being accepted. Applications are open to accredited media working and residing in Canada; freelance journalists working and residing in Canada; media/journalism graduate students enrolled in an accredited post-graduate program in Canada. The Fellowship, originally awarded in 1993 and then renamed last year, was created to increase public awareness of adult literacy in Canada. The winner will receive a financial contribution of $3,000 to help in the development, research and publication (print, online or broadcast) of a media story focusing on adult literacy. Deadline for submissions is August 19, 2011. For more information and the nomination form go to http:/abclifeliteracy.ca/life-literacy-awards.

ISWNE Conference July 6 - 10Coventry, EnglandQCNA Vice President and Editorial Services Committee Chairperson, Steve Bonspiel, will be attending ISWNE’s annual conference in Coventry, England from July 6 - 10. Bonspiel received a

scholarship from ISWNE (International Society of Weekly Newspaper Editors) as a result of the editorial services committee’s participation in an editorial critique session held in January in Pointe Claire that was coordinated by ISWNE’s Tim Waltner (publisher of the Freeman Courier, South Dakota) and Paul MacNeill (Newspapers Canada President) both of whom are involved in ISWNE’s editorial critique sessions.

2011 Canadian Institutes of Health Research (CIHR) Journalism Awards open for submissionsAre you a journalist interested in health and health research? Do you wish you had the time and resources to produce that in-depth, award-winning piece of investigative journalism? Here’s your chance.This year, $150,000 is available for journalists to undertake projects in print, broadcast and on-line media. Previous recipients have prepared in-depth reports – often multi-part – on health issues such as diabetes, Aboriginal medicine, tuberculosis, stem cells, lung cancer, mental health and smoking.Projects are expected to include a period of investigation and research to assemble the information needed for in-depth news or features.The Program funds awards up to $20,000

each and is open to journalists with at least one year of experience or a relevant degree/diploma. First-time applicants to CIHR will need to apply in advance for a personal identification number. Please leave yourself lots of time to meet the October 5, 2011 (8 p.m.) deadline.This summer, CIHR will be offering a series of free webinars to interested journalists in both English and French.To find out more about the program, or sign up for a webinar, please visit the CIHR website (www.cihr-irsc.gc.ca/journalismawards.html) or contact: Michael Dwyer, Public Affairs Officer, Canadian Institutes of Health Research at 613-941-0688 or email: michael.dwyer@cihr-irsc.gc.ca

INMA Awards honor top news industry marketing campaignsFive Canadian newspapers were honored for their innovative marketing campaigns at the 2011 INMA Awards, hosted by the International Newsmedia Marketing Association. The global competition drew entries from 72 newspapers in 21 countries. The Gazette in Montreal took home second place in the Best of Show category for its “The” campaign – part of its long-term “Words Matter” campaign. The Globe and Mail, Edmonton Journal, Waterloo Region Record and The Hamilton Spectator were also recognized.

QCNA happenings continued from page 4

QCNA Connector June 2011 7

Marnie OwstonQCNA Advertising CoordinatorOn May 27, 2011, QCNA presented to its members two informative sessions concerning online advertising. In the morning, Ronald Martineau of TAO Design & Marketing presented the results of the Digital Ad Services survey he had conducted this year with QCNA members and in the afternoon, Gary Sosniecki ofTownNews.com gave participants a wonderful seminar on Web Solutions For Community Newspapers. Both sessions underscored the need for all QCNA members to update their knowledge of web advertising standards. Therefore, I am re-printing my article that first ran in the September 2009 Connector.

The time has come for all member newspapers to prepare for and set up their online advertising

systems if you have not already. Increasingly, clients, governments and readers will be expecting online advertising as part of the norm. This new form of potential ad revenue may seem confusing at first, but once you get started you will see how easy it can be to the added benefit of your paper, your web site and your advertisers. QCNA will be working with members this year on ensuring online advertising readiness as a priority.

Here are some important terms, standards and formats to get you started on the right track.

Page Impressions - Also known as Page Views or Page Requests. Page impressions refer to the number of times that a web page is requested from a server (the number of times your page is viewed, reloaded or visited). This is the preferred method for counting traffic.

Visits – A visit is a web user with a unique address entering a web site at some page during a set time frame the number of visits roughly equals the number of different people that visit a site. This term is ambiguous unless the user defines it, since it could mean a user session or it could mean a unique visitor.

Unique Visitor – a unique visitor is someone with a unique address who is entering a web site for the first time in

the set timeframe. A visitor who returns within the time frame is not counted twice.

CPM – Cost per Thousand page impressions/views. CPM is an advertising rate that refers to the cost to display/show an ad to 1,000 web site visitors (the M does not mean million. It is taken from the Roman numeral for thousand). Payment for CPM ads is required whether the web site visitors click on the ad or not.

CPM Unique – Cost per Thousand unique visitors. CPM Unique is an advertising rate that refers to the cost to display/show an ad to 1,000 unique visitors.

ROS – Run of Site. An advertising alternative through which ads can appear on any page of the web site. Run of site advertising can be less targeted because the ad can appear on any content page in the site. The advantage of using a run of site option is the reach to a large number of users.

IAB Standard Sizes (Interactive Advertising Bureau) – Refers to the width and height in pixels. Web advertisers and publishers have defined, over time, an official set of “online standard ad formats.” Such ad formats represent the full range of visual and text ad sizes available for use on public web pages.

Leader Board or Super Banner – 728 x 90 pixels (maximum file size 50k)

Skyscraper – 160 x 600 pixels (maximum file size 70k)

Display or Big Box – 300 x 250 pixels (maximum file size 50k)

Tile – 160 x 90 pixels (maximum file size 30k)

Acceptable file formats – GIF, JPEG, or standard flash format.

View sizes and format online at the IAB website.

Google Analytics – Tracking your web activity is a necessity to enable you to sell online advertising to your existing and new clients. Google Analytics is a terrific tool to track your web site traffic and get you on your way to understanding and using to your benefit your client base, page

Online Advertising

Leader Board728 X 90 pixelsMaximum file size: 50k

Skyscraper160X600 pixels

Maximum file size: 70k

Tile 160X90 pixels

Maximum file size: 30k

Display300 x 250 pixels

Maximum file size: 50k

impressions and visitors. It is very hard to sell online advertising if you do not have the data to show the activity on your site. Setting up your web site for tracking is easy and can be done by you or your web site administrator.

Pricing – is different for each paper naturally. After studying the traffic flow to your web site, set a rate for each size ad, ROS. Rates are usually based per month, which is the minimum length of time you will want the ad to remain on your site. Long-term contracts are great and, if you wish, discounts can be given for contracts longer than one month.Another way to set your price is by CPM – cost per thousand page impressions. If your site has shown healthy page impressions/views numbers over time, you may want to set your price at $15 - $17 CPM.

We recommend that you not give exclusivity to the client on the front page of your website until you can define the actual potential of the rest of the site and or sections. Mike Blinder spoke of this in May 2008 at our conference.

Here’s what the ads will look like at your website (not actual size, use for visual reference):

QCNA Connector June 2011 8

Community Connections

 1255  University  Street,  Suite  1000,  Montreal,  Quebec    H3B  3W6  

COURRIEL  /  E-­‐MAIL  info@qcgn.ca                      SITE  WEB  /  WEBSITE  www.qcgn.ca                      TELEPHONE  514  868  9044                        FAX  514  868  9049  

 

Community,  Commitment,  Cooperation  Moving  Forward  Together  

 

Open Letter to the English-speaking Community of Quebec  May    2011    

Dear  Community  Partners,  On  behalf  of  the  Quebec  Community  Groups  Network  (QCGN),  this  invitation  is  addressed  to  all  organizations  that  have  a  sense  of  loyalty  and  attachment  to  the  English-­‐speaking  community  of  Quebec.      

The  QCGN  has  begun  an  information  campaign  on  the  important  work  we  will  be  focusing  on  in  the  coming  years.  In  short,  this  is  a  call  to  community  partners,  stakeholders  and  leaders  to  learn  more  about  a  collaborative  priority-­‐setting  process  the  QCGN  is  spearheading  on  behalf  of  the  English-­‐speaking  community.    The  QCGN,  is  the  official  representative  of  the  English-­‐speaking  community  with  a  number  of  federal  departments  and  agencies.    This  priority  setting  process  will  play  a  key  role  in  guiding  the  QCGN  into  the  future  as  well  as  inform  our  federal  government  partners  in  their  intergovernmental,  interdepartmental  and  intradepartmental  planning  activities.    The  timing  of  the  priority-­‐setting  exercise  is  of  utmost  importance,  particularly  since  the  federal  government  has  begun  exploring  policy  and  program  initiatives  to  be  included  in  its  next  five-­‐year  strategy  for  investments  in  Official  Language  Minority  Communities  which  is  slated  to  be  launched  in  2013.      

This  process,  that  aims  to  build  on  the  rich  experience  of  all  of  Quebec’s  regions  and  sectors  in  determining  priorities  for  the  development  of  our  communities,  provides  a  unique  opportunity  for  the  community  to  come  together  and  network,  to  discuss  and  set  unified  priorities,  and  to  follow-­‐up  on  those  community-­‐wide  goals.    The  advantage  this  brings  to  community  organizations  is  the  value-­‐added  perspective  of  the  whole  community,  reinforcing  your  own  specific  priorities.  Organizations  that  engage  in  this  process  will  help  shape  priorities  and  subsequent  investments  into  the  English-­‐speaking  Communities  of  Quebec.    More  importantly,  our  hope  is  that  participation  in  the  process  will  result  in  capacity  building  which  can  be  replicated  in  your  own  regions  or  sectors  and  ultimately  benefit  the  English-­‐speaking  community  as  a  whole.      

As  one  of  the  two  Official  Language  Minority  communities  of  Canada,  the  QCGN  hopes  Quebec’s  English-­‐speaking  community  will  gain  a  more  authoritative  voice  as  a  result  of  a  strong  and  unified  message.    Through  this  process  we  also  aim  to  build  connections  at  a  regional,  provincial  and  national  level.    Our  vision  is  one  of  collaboration,  cooperation  and  cohesion  that  benefits  the  community  as  a  whole.      

We  invite  you  to  become  involved  in  the  priority  setting  process.    Please  contact  us  at    pssc-­‐chair@qcgn.ca  if  you  wish  to  learn  more  about  the  work  we  plan  to  accomplish  over  the  next  few  years.    Sincerely,  

 

 

Noel  Burke,               Linda  Leith  Interim  Chair                 President  Priority  Setting  Steering  Committee           Quebec  Community  Groups  Network  

QCNA Connector June 2011 9

Kevin Slimp

Institute of Newspaper Technologykevin@kevinslimp.com

InDesign Tool Benefits Smaller Papers Looking To Beef Up Their Websites

Over the past few weeks, my mailbox has been filled with new and updated software from

several well-known and not so well-know vendors. Products like Adobe Creative Suite 5.5, QuarkXPress 9 and MultiAd Creator Express have been making head-lines over the past couple of months. That makes it hard on a guy who does reviews for a living. It’s impossible to learn all of the software quickly enough to make a thorough review in just a few hours. So I create a stack. The stack on my desk is pretty deep right now.

With that in mind, here are some thoughts on those big-name products, all of which I’ve used but haven’t taken the time to do full blown reviews:

- Creative Suite 5.5: If you do a lot of work in Website development, ads, or vid-eos for the Web, get it.

- QuarkXPress 9: A major upgrade with lots of nice features. I still like InDesign more, but if you’re sticking with XPress, this upgrade is worth the money.

- Creator Express: It’s only $30. If you’re a Mac user, what do you have to lose?

With that out of the way (Don’t worry. I plan to do full-blown reviews of CS5.5 and QuarkXPress 9 in the near future), let’s turn our attention to a new software product that has the potential to be a valu-able tool for small newspapers who have yet to create an online presence or who are looking for an easier method to get their news online.

Atomic News Tools (ANT) is a set of scripts for InDesign that takes the stories, photos and ads straight from the InDesign page to the newspaper Website with the click of a button. Before getting into the details, understand that this is an easy and affordable solution for small newspapers that have been avoiding creating a Website

because of time, expense or staff to get the paper online.

Basically, ANT is made up of scripts that allow items from the InDesign page to be uploaded directly to a Website with the click of a button in InDesign CS3 - CS5.5. “Adslinger” allows users to create, schedule, position and upload ads directly from InDesign to the Web page. “NuzBot” makes populating the news area of the Website as simple as clicking a few but-tons while you design the print edition of the newspaper in InDesign.

Going into detail about ANT would take more than the space I have for this col-umn. But let me share a few snippets:

- The software is downloaded and placed in the InDesign Scripts folder. That’s all the installation needed.

- Setup is included in the price. When a customer orders ANT, the layout of the site is done for them. With the customer’s input and approval, of course.

- Users control everything when popu-lating a Website. Placement, schedule and more is set up right from the InDesign page.

- Ads can be pointed to different pages. For instance, an ad for a car dealership might be pointed to the Sports and Local News pages.

- Videos, Flash files and other ads can be placed in various areas at no additional cost.

The cost for ANT is $100 per month. There are no setup fees, contracts or hid-den costs. Included in this price are tem-plates, plug-ins, hosting, support, video module and more.

Here’s what I like about ANT. For news-papers that have yet to create a Website, there’s no longer an excuse. If you already use Adobe InDesign CS3, CS4 or CS5, you can begin using ANT almost immedi-ately. There is no contract or setup fee, so the risk is minimal. The $100 monthly cost includes hosting. This means you don’t pay an extra fee for a company to host your site.

For newspapers that are looking for

an alternative to the way they’re already creating their Websites, ANT is a option worthy of consideration. I would estimate that half the newspapers I visit tell me they’re looking for an alternative to the way they’re currently creating their Web-sites. If you’re one of those, here is an alternative.

Atomic News Tools isn’t the answer for a large daily newspaper. But if you are a smaller paper, this just may be what you’ve been waiting for.

Learn more about Atomic News Tools by visiting atomicnewstools.com.

Smaller Newspapers Spending Money and Energy Planning for Future

I haven’t done any type of serious re-search on the subject, but it occurs to me that smaller daily and weekly newspa-pers are spending more time and money planning for the future. There are many theories ranging from “Newspapers re-sisted spending money on capital and staff during the past few years due to fears about the future and now feel a need to play catch up” to “We finally realized we (newspapers) aren’t dying, so we’d better start preparing for our future.”

This has been the busiest summer I’ve had with newspapers all over the U.S. and Canada calling for on-site consulting and training. In most instances, these papers are preparing for major upgrades and want to get advice and training in advance.

Whatever the reason, I’m glad to see that many papers are no longer holding their collective breath and are planning for the future.

Using simple scripts built into InDesign, Atomic News Tools allows users to upload information to their Websites directly from the InDesign page.

QCNA Connector June 2011 10

Business Coverage: Set, implement, explain policy

by Jim Pumarlo

Stories about employers and employees have a big impact on communities. What happens at

the workplace might even overshadow a decision of the local city council. Today’s challenging economy warrants even greater attention to business as an everyday beat.

Yet, many newspapers struggle for consistent coverage of local business.

It’s impractical, especially in small newsrooms, to devote one person to the business beat. Editors and reporters still can incorporate business coverage into their regimen of assignments. The first step is to brainstorm stories on a regular basis similar to a local government body or sports beat. A word of caution, however. It’s best to proceed slowly. You can’t simply turn on the spigot.

At the same time, developing and implementing a plan can prove long-term dividends for newspaper content and advertising revenue.

A discussion of business news inevitably prompts many editors to focus on the garden variety items – grand openings, anniversaries, new owners and managers. But think for a moment about the broader dynamics of business coverage that affect the everyday fabric of communities.

When is the last time you compared and contrasted local employment with statewide statistics – and then looked for a feature story representing specific trends? How are local businesses grappling with the federal health care reform and what is the impact on employees? Are companies having trouble finding qualified workers, and what steps are they taking? It’s becoming more and more commonplace

for companies to explore and expand into international markets; what is happening in your back yard?

The stories are limited only by staff resources. As with any beat, newspapers will soon discover that the more attention devoted to broad spectrum of business news, the more ideas that readers will generate.

Business coverage has some distinct challenges. The most substantive coverage will be guided by a three-step process: Set policy; implement policy; Explain policy.

Set policy: What is news and what is advertising? A store opening is news when the first customers arrive. A grand opening three months later is advertising.

Set guidelines for many of the standard stories: new businesses, closed businesses, anniversaries, expansions, businesses offering distinctive service.

Decide who sets the policy. Be certain the news and advertising departments are aligned.

Implement policy: Once policies are in place, stick to them. Exceptions are bound to surface, but they should be rare.

One of the biggest challenges is making decisions based on the “what” and not the “whom.” In other words, the biggest advertiser should not warrant special treatment –- whether it’s a request to publish or withhold publication of specific items.

Explain policy: Be proactive and not reactive in explaining policies, especially when you anticipate a decision to pursue or not pursue a story will cause extra

angst. Make certain there is internal consensus before explaining decisions to the customer and/or readers.

Explaining policies is the most important of the three steps. Think of the many everyday decisions that often are misunderstood by readers. Aside from business coverage, what’s your policy for guest commentaries? Why don’t B-squad sports receive the same attention as varsity contests? If you publish free obituaries, do you limit what information can be included?

Business coverage also prompts a variety of questions appropriate for explanatory columns to readers. Do you have a standard format for announcing new businesses? Do you publish letters to the editor – either complimentary or critical of a business? Businesses love to promote their “good” news; how do you approach “bad” news?

News and advertising staffs should have regular conversations so everyone is in sync on the definition of news and advertising. Editors and publishers will win highest marks from readers and advertisers alike if reporting is fair and consistent. In the end, credible business coverage is a win-win situation. The stories provide solid news content while being a springboard for increasing advertising revenue.

Jim Pumarlo regularly writes, speaks and provides training on Community Newsroom

Success Strategies. He is author of “Bad News and Good Judgment: A Guide to

Reporting on Sensitive Issues in a Small-Town Newspaper” and “Votes and Quotes: A Guide

to Outstanding Election Coverage.” He can be contacted at www.pumarlo.com and welcomes

comments and questions at jim@pumarlo.com.

QCNA Connector June 2011 11

by John FoustRaleigh, NC

I was talking to Gloria, an advertiser who is always looking for ways to get the most from her promotional budget.

“There are more marketing choices now than ever before,” she said. “And one of the most important factors is that things can be connected. Some people call it integrated marketing. I can place an ad in my local paper which drives people to my web site, which in turn provides more details about the product in the print ad.”

The web site About.com defines Integrated Marketing Communication as, “a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.”

“There are a lot of media sales people who don’t acknowledge other marketing vehicles,” Gloria said. “That approach doesn’t work with businesses like mine. I want to deal with people who have peripheral vision – people who see more than what’s directly in front of them.”

A lot of advertisers agree with Gloria’s point of view. They want cohesiveness in the way their products and services are marketed. We’d better take them seriously.

Here are some key steps in the process: 1. Study your prospect’s marketing. “I’m impressed when sales people

demonstrate they know something about my marketing history,” Gloria said. “That puts our discussions on a higher level. Right off the bat, we can analyze results and talk about my marketing objectives for the future.

“I remember one sales person who put together an album of some ads and promotions that I had run,” she explained. “That was a smart strategy, because it provided us with some specifics to discuss.”

Gloria is right. It’s important for sales people to look beyond today’s ads. What kinds of offers has your prospect made in the past? What kinds of products have been

featured? What target audiences can be identified? Have the ads created some kind of urgency – a reason to buy immediately? What about institutional messages?

2. Study competing media. “Some sales people are so focused on their own products that they ignore the fact that other people are making pitches to their prospects,” Gloria said.

“It comes as no surprise to talk to a sales person who has product knowledge about what he or she is selling. But it’s a surprise – a refreshing surprise – to run into someone who can also talk intelligently about the other media vehicles in the market. That makes a huge difference in establishing credibility. If sales people don’t know what else is available out there, why should I trust their advice on integrated marketing?”

3. Look for potential connections. “This is where it all fits together,” Gloria

said. “These days, marketing is like a Reese’s Peanut Butter Cup. It’s all about making combinations. Chocolate and peanut butter work pretty well together.

“Show me how your paper, your web site and your other products can make my overall marketing stronger, and I’m all ears.”

© 2011 by John Foust. All rights reserved.

E-mail John Foust for information about his training videos for ad departments:

jfoust@mindspring.com

How’s your peripheral vision?

QCNA Connector June 2011 12

QCNA STAFFCAROLYN KITZANUK, Administrative Assistant

MARNIE OWSTON, Advertising Coordinator & Bookkeeper

Mission StatementThe Quebec Community Newspapers Association is

dedicated to the professional and economic development of English community newspapersand their enterprises serving minority communities in Quebec.

Quebec Community Newspapers Association400 Grand Boulevard, Suite 5

Ile Perrot, QC J7V 4X2Tel. 514-453-6300 Fax 514-453-6330

Email: info@qcna.qc.ca Website: www.qcna.org

QCNA acknowledges the support of The Department of Canadian Heritage

A license to print money

CLASSIFIEDS: Offer all of your classifieds buyers—even the reader who’s just trying to sell his son’s saxophone—an opportunity to buy a display ad that can go at the top of the page, above the classifieds header. Run a photo and a few lines of type—more than just the usual cryptic classified language. A package of three or four ads at the top of the page may just interest the casual browser more than your standby class header.

QR CODES: That’s a “Quick Response” code and it looks just like the illustration with this column. QR codes can take your readers to your web pages, to an advertiser’s web site, to a list of their stores. A QR code can also be used to send an email directly to an editor...or an advertiser. If you get ahead of the game (before your advertisers beat you to it!) you can offer your advertisers a fee to generate and place a QR code in their ads for them. But hurry...some national advertisers like Best Buy are already placing QR codes in their inserts—and your advertisers will catch on soon. For

more, google the phrase “QR Code.” This is the future. It’s here now. Don’t miss out!

SELLING PHOTOS: Many of you sell photos on your website, using off-site photo services. But...most don’t let readers know that a photo is for sale: Readers have to go searching on your web site to find out if they can buy a photo...or not. How about putting a line right with the photo caption? Something like: “You can purchase a copy of this photo. Go to www.befordfallssentinel.com <http://www.befordfallssentinel.com“I’m willing to bet your photo sales will increase measurably.”

UPSELLING: Even if you don’t sell obits, you can offer some opportunities to the families of the deceased...as an upsell. Offer a line below the name of the deceased—and let the family decide what it says (as long as it’s within your standards). If the family wants to say “Avid fisherman” then let them...as an upsell. If a couple wants to run “Wed June 4 in Charleston” as an underline in their wedding announcement, then let them...as an upsell. If the new mom and dad want to run a photo of their baby in the births list, then let them...as a, well...you get the

point.

NEW CONTENT: How about a recipe of the week, sponsored by the local IGA? The fun part is in the planning: If you’re gonna run a recipe for chili, the IGA manager can agree to put chopped beef on sale. If it’s a recipe for fried chicken, he can put fryers on sale. If it’s a recipe for fruit salad, he can put oranges...well, again...you get the point.

My friend and colleague Ken Blum advises his clients to get sponsorships for other content, such as school honor rolls. Good idea!

There’s more. Much more. And you can turn these ideas into cold, hard cash. It’s all about using design elements, approach-es and techniques to generate revenue.

ED HENNINGER is an independent newspaper consultant and the Director of Henninger Consulting.

Offering comprehensive newspaper design services including redesigns, workshops, staff training and

evaluations. E-mail: edh@henningerconsulting.com. On the web: henningerconsulting.com <http://hen-

ningerconsulting.com> . Phone: 803-327-3322.

by Ed Henninger