adviserstaff
I S S U E 6 1 | S P R I N G 2 0 0 8
Th e 2008 yearbook is fi nished. Now what?
Technology expands page design creativity, effi ciency.
Inspiring, encouraging, educating and equipping yearbook journalists.
THIS ISSUE: Chronological yearbooks: Reader-friendly and practical.
Making a fi rst impression with a dazzling cover design.
GRAND PRIZE WINNER: Shannon Soule, Westlake High School,
Austin, TX, earned top honors in the 2007 Jostens Photo Contest.
Check out all the First Place winners on Pages 12–13.
FROM THE EXPERTS
Jostens Adviser UniversityJoin us for a highly acclaimed professional development workshop exclusively for high school publications advisers.
Saturday, June 21 to Tuesday, June 24, 2008Nashville Airport Marriott Hotel
• Workshop courses allow for in-depth, specialized instruction. • Breakout mini-sessions allow for quick training on a variety of topics.• Workshop faculty features respected experts in scholastic journalism.• Technology tips and tricks will be presented during evening sessions.• A yearbook plant fi eld trip to the Jostens Clarksville, TN, facility is offered.• Academic credit, both post-baccalaureate and graduate, is available for those completing course requirements.
Registration information available at www.jostens.com/jau
In its second year, Jostens Adviser University is geared to both beginning and experienced advisers. And since the focus is on strategies and methodologies, advisers working with any yearbook company will fi nd the curriculum relevant.
12 GalleryGreat photos come down to three simple things: good light, good composition,
great emotion. Check out the Grand Prize and First Place winners from the
2007 Jostens Photo Contest.
14 Adviser RoundtableAdviser & Staff magazine asked six yearbook advisers to tell us what happens
in their yearbook classes after the fi nal yearbook pages are completed.
16 BusinessYou’ve put a lot of hard work, passion and energy into creating an amazing
yearbook. You owe it to your staff and the school to celebrate your
accomplishment with a yearbook distribution event.
18 TechnologyWhether creating pages using InDesign with Jostens YearTech or using the
Internet with Jostens YearTech Online, new technology upgrades for 2009
give your staff the creative edge.
20 Staff Profi leSomething’s abuzz in room 203 at Cocalico
High School in Denver, PA. Th e hum of activity
is what adviser Joe Vulopas has come to expect
from his Talon yearbook staff .
22 Award WinnersTh e two national press associations recently
announced the yearbook fi nalists in their
journalism competitions.
24 The Last WordIt was third period and class was in session at
Moscow High School, Moscow, ID. It wasn’t a
calculus class. It wasn’t English literature. It
was far more serious. It was yearbook and the
Bear Tracks staff was on deadline.
© 2008 by Jostens, Inc. [07-0828] Printed in U.S.A. All rights reserved. Limited non-commercial reproduction of this publication for educational and classroom use is allowed with appropriate credit to Jostens. Jostens, the Jostens logo, Image Share, ItPays, Jostens Direct Solutions, Jostens Yearbook Avenue, Jostens YearTech, Jostens YearTech Online, Page Surfers, and Yearbook It! are either registered trademarks or trademarks of Jostens, Inc.
2 7 C’s: The yearbook game planBy focusing on the 7 C’s, your staff will have an awesome educational experience while producing a relevant yearbook that connects with its readers.
WELCOME TO JOSTENS ADVISER & STAFF
MAGAZINE — THE LARGEST-CIRCULATION
MAGAZINE IN THE WORLD DEVOTED
ENTIRELY TO PRODUCING AND MARKETING
YEARBOOKS. YOUR SUBSCRIPTION IS
PROVIDED COMPLIMENTS OF YOUR LOCAL
JOSTENS REPRESENTATIVE.
adviserstaff
I S S U E 6 1 | S P R I N G 2 0 0 8
From creative consulting to teaching workshops, the Jostens Creative Accounts Managers travel the country working with yearbook staffs. These Jostens yearbook gurus are all former award-winning yearbook advisers with more than 100 years combined experience. Learn from the experts in this issue:
Page 9: Tina Klecka Page 11: Shannon WilliamsPage 17: John Cutsinger Page 19: Mark HerronPage 21: Laura Schaub
4 Chronological yearbooksA reader-friendly and practical approach to telling the authentic story of your school year.
10 Subtle simplicity
Versatile and creative, contemporary cover design
can be summed up in a single word: simplicity.
F E A T U R E S :
EDITOR IN CHIEF:Gary Lundgren
MANAGING EDITOR:Mary Saracino
PROJECT COORDINATOR:Stephanie Wiegert
ART DIRECTOR:Sigrid Lindholm
PRODUCTION ARTIST:Leslie Dimond
CONTRIBUTORS:A.J. Boudrie-MendezChristine BrandellBetty BaconRick BrooksJoanne ChapuranJohn CutsingerAndrea DaileyMitch Eden
Hannah EshlemanAlison FetterJennifer GarnerMark HerronTina KleckaJeff KocurKerry LowellDebra NebelLaura SchaubMark SchledornMargaret SorrowsJoe VulopasChris WilliamsShannon Williams
Send correspondence, change of address, subscription requests and article manuscripts to [email protected] or mail them to:
Adviser & Staff magazineATTN: Stephanie WiegertJostens, Inc.3601 Minnesota Drive, Suite 400Minneapolis, MN 55435
■ Class: Yearbook publishing is the ultimate, outcome-based
academic experience, training students in a wide variety
of areas including journalism, leadership, technology,
marketing, sales and public relations. A diverse staff
with many diff erent interests and skills will be the most
successful.
■ Cover: It’s true, we do judge a book by its cover. Make a
positive fi rst impression on your readers by designing a
unique cover with a look and feel that refl ects your school
community.
■ Chronology: Presenting the story of the year using a
chronological approach makes sense for both your readers
and your staff . Readers appreciate having the yearbook
organized in the order that the year unfolded. For the staff ,
a chronological approach allows pages to be produced with
a more logical workfl ow while making it easier to complete
printing multiples and signatures.
■ Content: Feature every student in the yearbook at least
three times while presenting stories that refl ect the
richness, diversity and interesting elements of your
school. Break out of the yearbook room to photograph
and interview your student body. And don’t forget that all
students, not just those on your staff , can contribute photos
and stories to the yearbook.
■ Community: Interest in your yearbook extends beyond
the hallways of your school. In many towns, the entire
community has a sense of pride and ownership in the
yearbook. Engage parents, business owners and civic
leaders. Business and recognition ads both generate income
and allow the community to show its support for the school
and its students.
■ Commerce: Like your counterparts in the professional
newspaper and magazine publishing world, your staff needs
to sell its product. A table in the lunchroom is often not
the most eff ective way to reach today’s savvy consumers.
A host of tools are available from Jostens ranging from
e-commerce to direct marketing programs. However,
these cool tools need to be managed by a student business
manager with assistance and support from the entire staff .
■ Celebrate: A yearbook is a celebration of life, so why not
host a meaningful, school-wide distribution event? And
be sure to celebrate your success along the way. Th ere’s
something to celebrate in the yearbook room nearly every
day, so take a few minutes each week and refl ect on your
accomplishments.
Yearbooks, like schools, come in all shapes and sizes. No
two yearbooks are exactly alike, and that is what makes
them unique and special.
While each yearbook is a unique creation, there is a
game plan for yearbook publishing that works for every
school — big or small, urban or rural, private or public.
By focusing on the 7 C’s, your staff will have an awesome
educational experience while producing a relevant
yearbook that connects with its readers.
7 C’s:The yearbook game plan
Photo by Chris Williams, Shawnee Mission North High School, Overland Park, KS; Becky Tate, adviser
2 | SPRING 2008 | ISSUE 61
logical
Chrono
A READER-FRIENDLY
AND PRACTICAL
APPROACH TO
TELLING THE
AUTHENTIC STORY OF
YOUR SCHOOL YEAR
yearbooks
Students live their lives day-by-day, so it makes sense that storytelling
refl ects the ways in which your readers live in the real world.
Once your story ideas are developed and fi nalized, consider presenting
your yearbook spreads using a chronological approach.
A seasonal arrangement with four major sections — summer, fall, winter
and spring — is effective. Within those chronological sections, content
will still fall into these broad categories — student life, academics, sports
and clubs.
And what about the portraits and group shots? Since these popular
yearbook features don’t have a time element, they can be placed in a
“people” section.
Planning a chronological yearbook isn’t much different than building
a ladder diagram for a traditional section approach. On the following
page, you’ll fi nd information on a couple of useful forms to help you
organize the story of your year in a chronological format. >>
“I HADN’T REALIZED HOW
INFLEXIBLE TRADITIONAL
SECTION ORGANIZATION
IS COMPARED TO THE
CHRONOLOGICAL
APPROACH.”
“MAKING DEADLINES IS SO MUCH EASIER BECAUSE CHRONOLOGICAL FORCES THE KIDS TO STAY ON TASK.”
BY GARY LUNDGREN
4 | SPRING 2008 | ISSUE 61 SPRING 2008 | ISSUE 61 | 5
Margaret SorrowsBRYANT HIGH SCHOOL, BRYANT, ARChronological coverage totally creates
a content-driven yearbook, making the yearbook
a complete refl ection specifi c to the year. I like
the chronological approach. It is a great way to
tell the stories of one particular year, keeping the yearbook
fresh and specifi c.
Also, it was so easy to meet deadlines. Each month we
sent in more pages than required because it had happened,
and we covered it, so we sent it in. Also there was no last-
minute photo-taking.
Each month had a monthly divider page highlighting
the signifi cant events of that month.
Th e yearbook staff has to be organized. Th e photographers
have to be working a month ahead of the designers.
Sports were covered by season — fall, winter and spring.
Sports and organization group shots were placed in separate
sections at the end of the content pages.
Mark SchledornWEST SHORE JUNIOR/SENIOR HIGH SCHOOL, MELBOURNE, FLOur customers were generally pleased with
the chronological format because it made more
sense to them. Th e school year occurs, after all,
in chronological order.
Th e advantages to a chronological approach are many.
Most importantly, staff members cannot procrastinate.
We have four chronological teams of four staff ers. Each
chronological team has been chosen to include skilled writers,
designers and photographers. Each team knows that once its
week has passed, it is impossible to take photographs for the
assigned spread. As a result, each team is forced to plan better.
Th en, they have the luxury of choosing the best of what they
have covered for their spreads.
Th e 2007 book was my 16th as an adviser, and even though
it was one of the most comprehensive books I’ve ever advised,
meeting deadlines was never a problem.
Our customers, my staff and I all love the chronological
approach. Th ree years in, I can’t fathom going back to the
old way.
Debra NebelFATHER RYAN HIGH SCHOOL, NASHVILLE, TNOne of the main advantages of the chronological
approach is being able to cover things as they
happen. When setting up the ladder using the
section method, one cannot anticipate unexpected events and
happenings that inevitably occur. Th e chronological approach
gives more fl exibility.
Previously when we used a section organization, a staff
member who covered girls’ soccer would do the spread on girls’
soccer. With the chronological organization, several activities,
sports and events might appear on a spread.
Th e editors designed the chronological templates, and
then assignments were made by spread and module. Staff ers
received a printout of the spreads with placeholder text and
boxes for the pictures so they could see who was doing what
by module within each spread. Of course, modifi cations were
often necessary.
Chronological organization necessitates extreme
organization. Once you get a handle on it, though, it’s great!
YEARBOOK BUILDER: Before jumping head-fi rst into planning your ladder, take
a minute to complete this worksheet. By beginning with
accurate page counts, the job is much easier. Download a
copy of the Yearbook Builder at www.YearbookAvenue.com.
Success stories
CHRONOLOGICAL PLANNER: This planner will assist you in listing each story you will cover
in your yearbook and the seasonal section in which it will
appear. Download a copy of the Chronological Planner at
www.YearbookAvenue.com.
LADDER DIAGRAM: The Ladder Diagram is where all the details of your yearbook
come together. After completing steps 1 and 2, completing the
chronological ladder is easy. Download a copy of the Ladder
Diagram at www.YearbookAvenue.com.
TYING IT TOGETHERIRISH PRIDE, FATHER RYAN HIGH SCHOOL, NASHVILLE, TNDEBRA NEBEL, ELAINE DEMETER, ADVISERS
The trendy colors and square graphics used to introduce the
“Square Change” theme also unify the yearbook’s chronological
approach. The palette features four colors, with a color
incorporated into the design of each section. The greenish
color is used in the spring section.
6 | SPRING 2008 | ISSUE 61 SPRING 2008 | ISSUE 61 | 7
ONE DAY AT A TIME:TELLING THE STORY OF THE YEAR AS IT HAPPENS IS LOGICALA hot trend that is quickly becoming the foundation for a new yearbook tradition is the chronological approach.
Readers have said they want more complete and relevant coverage of the full year. They said that representative coverage of major activities and events is not enough.
Those staffs who have tackled the chronological approach have discovered they cover more intimate stories of the year. Advisers also claim that chronological completion and submission of the book makes deadlines more logical and manageable, resulting in a less stressful environment. Organization ranges from weekly or monthly to seasons and semesters.
Procrastination is impossible with chronological coverage — yearbook transforms into an everyday activity. Editors and the adviser must implement strategies to promote coverage of both routine daily activities and important school events. Weekly coverage reports keep all staffers constantly engaged.
TRY THIS: Charge each staff member with the tasks of compiling coverage reports and taking pictures each week. Organize digital images by setting up a folder for each week. Inside each folder, make a folder for each story idea and include the photographer’s name. With information and photographs, chronological coverage takes on added depth and reader appeal.
For questions or comments, e-mail [email protected].
TINA KLECKA
FROM THE EXPERTS
The “One Year” theme nicely coordinates
with the chronological approach, but
places emphasis on the individual students
who come together as one school
community.
COVER:
Several visual “cool tools” are introduced
on the litho cover and carried inside
the yearbook for unity. Th e four colors
introduced on the cover coordinate with
the colors used to represent the summer,
fall, winter and spring sections. Small
strips of “seasonal” photos form a border
along the bottom of the four crowd shots.
A crowd shot is used of each of the four
classes. Th e brackets and fonts premiered
on the cover also repeat inside the book.
OPENING:Driven by the “One Year” concept, two
spreads are used to introduce the theme.
Th e fi rst spread focuses on the individuals
who come together as “one” school
community. Th e second spread focuses on
the “year” everyone experienced together.
Th e seasonal photos are a major element
on the second spread — setting the stage
for the dividers and section designs.
FALL DIVIDER:An orange-red color and a photo of colorful
leaves are cool tools that are used to
symbolize the fall section. Th e calendar
highlights key dates during the fall.
SPORTS:Th e same sports design is used in each
seasonal section; however, the color used
for the design changes to refl ect the color
for that section. Oversized numbers appear
on all spreads and highlight something
signifi cant that happened on that particular
day, in this case on 9/1.
DIVIDERS:Each of the seasonal sections is assigned
a color that is featured on the divider
and incorporated into the design of
that particular section. Each seasonal
divider features a cool photo calendar
highlighting content from the section.
ACTIVITIES: A second design is used in each section for
non-sports coverage including student life,
activities, academics and organizations.
Again, this design is used in all four seasonal
sections with the color changing in each
section. Th is spread features social studies
and history classes. Th e 10/31 sidebar
reports on a reenactment of a historical
battle in a Western Civilization class that
happened on that day.
IMPRINTS PAUL VI CATHOLIC HIGH SCHOOL FAIRFAX, VA EILEEN KILEY, ADVISER
Chronological close-up
8 | SPRING 2008 | ISSUE 61 SPRING 2008 | ISSUE 61 | 9
Versatile and creative, contemporary cover
design can be summed up in a single word:
simplicity.
Infl uenced by design trends prominent
in popular culture — from magazines and
book jackets to the Internet and advertising
campaigns — today’s yearbook designers
reach outside the design box to create
covers that resonate with the tastes and
sensibilities of their teenage buyers.
Th ough the design emphasis is on
simplicity, you’ll never mistake that for
boring.
It’s subtle simplicity at its fi nest. Th ink
iPod. And Hooladander designs, those
vine-like, intricate swirling designs that are
sometimes tinted so lightly as to be nearly
invisible.
Movies and TV continue to impact
yearbook cover designs as well.
Color-tinted photos, like the ones used in
movie posters, are cropping up on yearbook
covers and crossing over into internal design.
Trendsetting ideas from TV ads for
programs like “Law and Order SVU” that
depict characters breaking through headlines
and titles are starting to show up in yearbook
design as well.
For cover colors, the hottest yearbook
designers are dipping into a wide spectrum
of options — ranging from understated
neutral shades and rich browns to shocking
yellow-green and jewel tones.
Metallic Pantone colors, in a variety
of shades from green to red, give a
contemporary edge to yearbook covers.
Adding super matte lamination to these
metallic inks lends a sheen that’s reminiscent
the soft eff ect and minimizes the risk of
having the covers scuff in shipping.
In the ever-expanding universe of
yearbook creativity, embossing has busted
out of the design box. More traditional
covers still utilize beautiful dies in which
color is registered to the embossing and
antiqued with hand-applied rubs. But
unique, new approaches include dramatic
cover eff ects such as applying embossing
to litho covers and registering to images,
graphics or text.
And last, but not least, new laser-cut
technology enables designers to cut virtually
any shape — letters, words, even complex
designs — into the cover, allowing designers
to create covers in ways that were previously
beyond the realm of possibility. &
SHANNON WILLIAMS
OLD ADAGE IS TRUE: MANY READERS DO JUDGE A YEARBOOK BY ITS COVERCreating a cover that clearly sets a tone and mood while conveying the theme can be both challenging and fun.
Most designers need look no further than their own living room or bedroom for design inspiration. Product packaging and design continues to be a fast-growing fi eld. Take inspiration from everything from a shampoo bottle to a cereal box.
Unique product and cover design comes when the yearbook’s overall tone is set. This can happen not only by using the right colors but by choosing appropriate typefaces, textures and special applications. Jostens cover creation capabilities are practically limitless.
Applications like foil, UV coating, varnish, graining, padded covers and more can give your book a unique look year-after-year.
TRY THIS: Using the resources at home including magazines, DVD covers, video game packaging and anything else you can fi nd, create a multi-tabbed scrapbook for cover ideas using these techniques:
■ Color: Find color swatches and organize them from warm to cool colors
■ Typeface: Find a variety of typefaces and organize them into sections for body copy, headline type, decorative typeface, etc.
■ Screens: Organize swatches with different texturized effects
For questions or comments, e-mail [email protected].
FROM THE EXPERTS
THOUGH THE DESIGN
EMPHASIS IS ON
SIMPLICITY, YOU’LL
NEVER MISTAKE
THAT FOR BORING.
of the matted sheen fl ip-side of everyday
aluminum foil.
Super matte backgrounds with spot
UV application is ultra-trendy and ultra-
beautiful. Virtually every commercial
publication with a litho cover incorporates
this technique. Adding graining to these
super matte backgrounds simply enhances
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Subtle simplicityTRENDY COVER DESIGNS, COLORS INSPIRED BY POP CULTURE
10 | SPRING 2008 | ISSUE 61 SPRING 2008 | ISSUE 61 | 11
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SPRING 2008 | ISSUE 61 | 13
“WE BEGIN PLANNING OUR BIG DISTRIBUTION EVENT BY ORGANIZING THE STAFF INTO COMMITTEES.”
Joanne Chapuran MILLARD WEST HIGH SCHOOL, OMAHA, NEAfter that fi nal deadline, we
fi rst collectively breathe. Th en
we throw a classroom party
complete with food, movies, food, games,
food, awards and more food.
Th en, we get back to work. Teams of
underclass students work on theme packets
and prepping for next year. Seniors draft
distribution plans including publicity,
organizing materials and manpower, even
diagramming the setup.
We initially distribute yearbooks in the
journalism room from 5-7 p.m. the same
night as the senior awards banquet, which
is held from 7-9 p.m. across campus in the
auditorium.
After the yearbooks are out, we vote on
the theme packets, select editors and prepare
for our summer workshop.
ADVISER & STAFF
MAGAZINE ASKED
YEARBOOK ADVISERS
TO TELL US WHAT
HAPPENS IN THEIR
YEARBOOK CLASSES
AFTER THE FINAL
YEARBOOK PAGES ARE
COMPLETED. HERE’S
WHAT THEY HAD TO SAY.
ADVISER ROUNDTABLE
Jeff Kocur HOPKINS HIGH SCHOOL, MINNETONKA, MN Th e ritual celebration of
submitting the last pages of the
book is short-lived in our class.
Because we are a spring delivery book
and cannot include any spring sports or
activities, we use the bulk of fourth term
creating a spring supplement.
Th e students hit the ground running at
the beginning of fourth term, as we would
with any other deadline cycle.
Th e remaining four weeks until
distribution pose a greater challenge as
senioritis becomes even more acute. Th at
does not mean we put away the cameras and
shutter the computers, though. Th e students
complete three signature projects, choosing
from a menu of options including:■ Re-creating professionally
published photos■ Creating and designing a photo
and story tribute to a retiring teacher■ Creating advertisements highlighting
some of our best work to sell the
remaining books■ Committing to selling at least fi ve books
to classmates■ Working with the television production
students to piece together a senior video■ Sifting through all the photos we have
taken, choosing the best photos, and
defending the choices■ Photographing, designing and writing
a senior tribute to be posted in the
commons area■ Creating their own project that
will showcase their skills and benefi t
the school
Th e end result is an additional showcase
of their work and more practice for
underclassmen in piecing together and
telling the story of our school.
Jennifer GarnerLAKESIDE HIGH SCHOOL, HOT SPRINGS, ARWe begin planning our
big distribution event by
organizing the staff into
committees. We also prepare for our state
convention and competition, which is held
in April. Some years we have been an “offi cer
school” for the Arkansas Scholastic Press
Association, and that requires a great deal of
work and preparation for the convention.
In April, we begin planning next year’s
book with staff meetings and brainstorming
sessions.
After the book is distributed, we all
breathe a sigh of relief. Th e last few days of
school we clean up computer hard drives,
store and archive digital photos and generally
clean up the mess we made all year.
Christine Brandell HIGHLAND HIGH SCHOOL, GILBERT, AZTh e Talon staff is busier in
the last part of the semester
than when they are actually
producing the book. I assign the editors to
head committees for our auction, banquet,
signing party, contest organization and
yearbook recruiting.
Th e auction committee is responsible
for soliciting vendors for donations for
the auction we hold at the end of the year.
Yearbook staff members earn year “bucks”
throughout the year for going above and
beyond the call of duty. It’s a form of
currency they can use to bid on auction
items.
Our yearbook signing party committee
plans, organizes and sets up the distribution
event we hold in mid-May every year. In
addition to book and ad sales, this event
serves as one of our biggest fund-raisers.
Th e banquet committee plans, organizes
and implements the yearbook banquet we
hold for staff members and their parents
every year.
Th e recruitment committee goes to
our eighth-grade feeder school to begin
recruiting for the high school yearbook
program. Th is committee also recruits new
staff members here at the high school.
Th is year I am adding another committee
to organize all of the contest materials for
submission prior to the end of the school
year.
Once the yearbook is done we also create
a yearbook supplement. Students who are
potential editors for the following school
year oversee the supplement.
As their fi nal exam, staff members break
into groups of three and four and create a
theme project. Th e following year’s yearbook
theme evolves out of one or more of these
projects.
Kerry LowellPETALUMA HIGH SCHOOL, PETALUMA, CA Phew! Let’s take a breather!
Th e fi rst thing I do is give my
staff a much deserved break.
We take about two weeks to watch movies,
walk downtown for coff ee and snacks, relax,
chat, play games and regroup. We also try to
attend the spring NSPA/JEA National High
School Journalism Convention.
When we return, we start working on
next year’s theme. Students divide into
groups and brainstorm possible theme ideas
and begin making a theme packet. How
handy that this corresponds into a fi nal
exam for them as well!
Th ey take all they learned during the
year and show it off with great ideas for the
following year. All seven components of the
theme must be presented, along with spin-
off s for each section and visual and verbal
“cool tools” to carry the theme along.
Our yearbook representative participates
in presentations of each theme packet,
pointing out the positives and possible hang-
ups of each, and then we vote. Th e winning
packet accompanies us to yearbook camp in
the summer.
We also plan our pre-distribution party
and gear up for actual distribution day.
We also always end the year with a party
celebrating our work on the Enterprise!
The yearbook is fi nished. Now what?
“OUR STAFF ORGANIZES
A DISTRIBUTION EVENT
THAT CELEBRATES
AND SHOWCASES THE
YEARBOOK TO THE ENTIRE
SCHOOL.”
Mitch EdenKIRKWOOD HIGH SCHOOL, KIRKWOOD, MOAfter the fi nal pages are
completed we take a deep
breath and celebrate — then
we get ready to plan our distribution event,
send our seniors off in style, and get next
year’s staff organized and ready to produce
another yearbook.
Our staff organizes a distribution event
that celebrates and showcases the yearbook
to the entire school. It’s also our staff ’s day
to shine.
We hold a staff recognition night, too. It
is a wonderful way to say thank you to the
staff and recognize everyone who worked so
hard to produce the yearbook. We gather in
the school’s cafeteria and enjoy desserts and
drinks. It’s simple and fun.
At the event, our editors give all staff
members a certifi cate and say a few words
about the year. We then give out annual
awards such as Best All-Around Staff er, New
Staff er, Adviser’s Award, etc. Each senior is
also given time to say a few words.
After recognition night, I make fi nalizing
staff selection and positions for the following
year a priority. With the help of next year’s
editors and staff , I begin planning theme
projects, summer camps and workshops,
summer coverage, ad and book campaigns
and a little bit of summer fun mixed in.
Photo by A.J. Boudrie-Mendez, Milwee Middle School, Longwood FL; Mark Sherwood, adviser
SPRING 2008 | ISSUE 61 | 1514 | SPRING 2008 | ISSUE 61
NOW IS THE TIMETO INITIATE PLANNING FOR NEXT YEARYearbook planning and production should be a seamless, renewable circle. The smartest advisers and staffs know that you don’t completely fi nish planning a book before you begin production on it. One cycle continually overlaps the other.
Careful consideration should be given to both the idea brainstorming and development stages of the next yearbook as well as the processes and procedures that best guarantee successful execution of staff plans.
TRY THIS: Post two lists in a visible place where staff members, editors and the adviser can write ideas for next year. The fi rst list could be a “to-do” list with all the actions next year’s staff will want to take, including theme and coverage ideas as well as processes and procedures that worked magic and are repeatable. The second list could be a “never again” list on which everyone could write the ideas that just didn’t work or processes and procedures that need refi nement or total revision.
Compile all the ideas on posters and use as agenda items for a spring planning and training session as well as the summer workshop focus for next year’s staff.
For questions or comments, e-mail [email protected]
JOHN CUTSINGER
FROM THE EXPERTS
You’ve put a lot of hard work, passion and energy into
creating an amazing yearbook. You owe it to your staff
and the school to celebrate your accomplishment with
a yearbook distribution event.
Th e impact that a strong, inclusive distribution event can
have on your school is immeasurable. Build school pride.
Boost your yearbook sales. Generate extra funds. Increase
interest in the yearbook for next year. It all starts with a
great distribution celebration.
Th ere are many exciting ways to celebrate your
achievement, but the best way to start is by planning a
signing party for the whole school. Th is generates instant
excitement and buzz around the yearbook, and it serves as a
platform for all other aspects of your event.
To start a great yearbook signing tradition at your school,
follow this four-step plan.
Step 1: Plan your celebration event■ Determine items/supplies you’ll need.■ Determine if you will charge admission.■ Obtain adviser and administration approval.■ Finalize location, date, time and set-up.■ Create a plan to sell extra yearbooks before,
during and after your celebration event.
Step 2: Prepare for your celebration event■ Secure and schedule student, staff , teacher and parent
volunteers.■ Clearly communicate assignments to all volunteers.■ Prepare sales lists to use for distribution.■ Organize yearbooks and set up the event the day before.
Step 3: Promote your celebration event■ Get the word out about the event and also communicate
how to buy a yearbook.■ Be very clear when communicating when and where to
pick up yearbooks, how to gain entrance to the event and
how to buy a yearbook.
Step 4: Celebrate!■ Gather your volunteers. Put your plan into motion.■ Enjoy the energy and celebrate your success.
It’s never too soon to start planning for next year.
Get feedback from the school for next year’s yearbook.
Include a yearbook survey to gather feedback.
CELEBRATION EVENT IDEASHere are some great celebration ideas from schools across the country:
■ Get local businesses to donate food and drinks.
■ Invite student bands to perform at the event, or hire a DJ.
■ Sponsor a student (and faculty) talent show.
■ Show a slideshow of photos that didn’t make it into the yearbook.
■ Host class picnics where you hand out the yearbooks.
■ Invite school clubs to set up booths at the party for selling everything from face painting to pizza.
■ Ask local businesses to donate door prizes.
■ If you can’t fi t your whole student body into your event location, hold two events split by grades.
■ Order imprinted pens with your yearbook theme and sell them at your event along with autograph sections.
THINK INSIDE THE BOXDistribution Event in a Box
is a handy kit containing
everything your staff needs
to plan and host an event to
remember:
■ Event Booklet: Walks you
through the basic steps to
planning a distribution
event and provides some
great examples from
schools across the country.
■ Event Guide DVD: Instructional video,
event planning and
marketing materials.
■ Banner and Posters: Large “Yearbooks Are Here”
banner will command
attention.
■ Supplies: Markers,
tape and a receipt pad.
Th e Distribution Event
in a Box is available
from Jostens Marketing
Services for $17. Request
item #1710 when calling
1.800.972.5628 or visiting
www.YearbookAvenue.com.
WANTED: YEARBOOK BUSINESS MANAGER
A successful yearbook is a product — one that
needs to be compelling to its prospective customers.
So an organized, motivated yearbook business
manager is an important, essential member of the
yearbook team.
Your yearbook business manager should be equal
in status to the editor in chief. And both these
student leaders need to work together to incite
interest and demand.
Th e yearbook business manager position isn’t just
about fi nancial and promotional responsibilities.
Your business manager will also collaborate with the
rest of the staff to plan and create the best yearbook
possible.
Check out the new Yearbook Business Manager
Student Guide and Weekly Planning Guide in the
Sell It! Kit in your 2009 Yearbook Kit.
BUSINESS
Starting a YEARBOOK DISTRIBUTION
celebration tradition
16 | SPRING 2008 | ISSUE 61 SPRING 2008 | ISSUE 61 | 17
WARM FUZZIES,INCENTIVES AND REWARDSMOTIVATE THE YEARBOOK TEAMAs a leadership team, the adviser and editors can nurture an environment that stresses the value of personal best and self-motivation. While it would be ideal for all staff members to view their contributions as worthy and meaningful, the reality remains that incentives and rewards are motivators.
Consistency is the key to the success of any motivational program. Staff members will have expectations regarding desired personal behaviors and the incentives and rewards become symbols of that achievement.
TRY THIS: Once editors have been selected, the adviser should plan a leadership workshop to discuss the model behaviors that will create a nurturing work environment and the successful achievement of staff goals.
Meaningful incentives and rewards that can be effectively, effi ciently and consistently implemented should be planned as motivators for individual and collective staff members.
Other leadership workshop topics could include roles and responsibilities, process work fl ow and time management.
For questions or comments, e-mail [email protected].
MARK HERRON
FROM THE EXPERTS
Jostens YearTech continues to set the standard for
creating yearbooks using desktop publishing with Adobe
InDesign. A new dockable CS3 toolbar, Portrait Editor,
Image Share and an updated Picture Placer are among
the upgrades included in YearTech 2009.
CS3 Dockable Toolbar Not only is there a full YearTech toolbar available for CS3,
but it can be docked at the top or the bottom of the screen so
that it doesn’t get in the way of your creativity.
Portrait EditorStaff s seeking more
control over editing and
placing their portraits
will love the new Portrait
Editor.
A new YearTech toolbar
button launches the
Portrait Editor, giving
staff s the ability to edit a
PSPA-formatted portrait CD. Editing names is quick and easy
and portraits are saved by grade/class so staff s can easily fl ow
portraits onto their InDesign pages.
Staff s still have the option of using Panel Flow and having
Jostens edit and fl ow their portraits.
Picture PlacerSelecting photos using Picture Placer is easier on the eyes
with a new photo preview box. After clicking on a thumbnail
photo, a larger version of the image appears in a special
preview box.
Image ShareTh e school community can now share photos with the
yearbook staff using Image Share. Students and parents
upload photos to the site for possible inclusion in the
yearbook. Th e images are accessible through the Yearbook
Avenue website and can be downloaded for placement
directly on yearbook pages.
YearTech Online 2009 is packed with
exciting enhancements.
Powerful, enhanced features make online
creation easier while offering staffs even
more creative functions.
With millions of yearbooks produced for
thousands of schools, Jostens is the
world’s largest provider of online-created
memory books.
Check out some of the upgrades staffs will
be using next school year:
Drop shadowsAdd a dimensional look to elements and
images with drop shadows.
Save as a templateSpreads can now be saved as templates
allowing them to be reused.
Staff activity reportGrading and tracking staff performance is
easier with this new record of staff logins.
Faster image uploaderA new Flash uploader allows multiple
image fi les to be quickly uploaded at once,
speeding up the page creation process.
Flowing portraitsCreating panel pages is a breeze with new
functionality that fl ows portraits into Page
Surfer templates or staff -created designs.
TECHNOLOGY
WHETHER CREATING PAGES USING INDESIGN WITH JOSTENS YEARTECH OR USING THE INTERNET WITH JOSTENS YEARTECH ONLINE, NEW TECHNOLOGY UPGRADES FOR 2009 GIVE YOUR STAFF THE
Creative edge
18 | SPRING 2008 | ISSUE 61 SPRING 2008 | ISSUE 61 | 19
“MY CLASSROOM IS
A CREATIVITY LAB”
Th e hum of activity is what Joe Vulopas,
yearbook adviser, Cocalico High School,
Denver, PA, has come to expect from his
yearbook staff .
“My classroom is a creativity lab,” Vulopas
said. “Students learn that room 203 is a
playground of sorts. Our motto is ‘Creativity
is Intelligence at Play!’”
Th at creativity is grounded in a thorough
understanding of journalistic standards and
anchored in exceptional reporting and story-
telling.
It’s a philosophy gleaned from Vulopas’
real-life experiences as an education reporter
for the Lancaster New Era — a career he
pursued before he became a teacher.
He’s been on the faculty at Cocalico
High School for nine years and yearbook
adviser to Th e Talon for eight years. He also
teaches English and journalism classes. To
keep his journalism skills honed, he writes
a newspaper column called “Life Apparent,”
which he’s been penning for the Lancaster
New Era since 1992.
As a professional journalist and a teacher,
Vulopas sets high standards for his students,
and they deliver.
“Our yearbook is about people, about
FROM THE EXPERTS
LAURA SCHAUB
GREAT PHOTOS REQUIRE PLANNING, STAFF DISCUSSION, TEAMWORKGreat yearbooks contain magic moments — hundreds of images that tell stories of our lives — but capturing those moments isn’t easy.
Prior to photographing any activity or event, photographers, writers, designers and editors should meet to discuss coverage, raising questions such as, “What single image will best tell this story?” and “What are the secondary images that will add depth and meaning to this visual story?”
TRY THIS: Divide the class into teams of three or four diverse staff members (one photographer, one reporter, one designer, one editor).
Teams should determine their written story angle and brainstorm for their visual/photo coverage.
Teams should work together to shoot the assigned photos as well as look for and shoot other photos that supplement the story. Finally, have the teams design the spread, writing the headline, copy and captions to refl ect and cover the story in words. Remember, photos should refl ect, but not repeat, the written content.
For questions or comments, e-mail [email protected].
CREATING OUTSIDE THE BOX AT COCALICO HIGH SCHOOL
Something’s abuzz in room 203.
In this classroom of 36 students and one
teacher, something’s reverberating off
the walls, the desks and the computer
keyboards.
It’s the sound of teenagers brainstorming,
designing, discussing, deciding and
collaborating.
Journalistic leaps & bounds
stories,” he said. “I tell my students that
there are 1,300 kids in this school and you
better look at all those faces.”
While this might seem like a tall order,
the sentiment is refl ective of Vulopas’ vision
that good storytelling is essential to a
journalistically sound yearbook.
“It’s not my book, it’s the students’
book,” Vulopas explained. “I drive home the
importance of good, solid journalism and
communications skills, and then they put
their own voices to it.”
He runs his classroom like a professional
publication with editors at the helm,
followed by copy editors, designers,
reporters and photographers. Th is real-life
approach includes a separate advertising
and marketing group that designs its own
marketing plan before selling ads and
yearbooks.
“I became an educator because I wanted to
help students discover who they really are,”
he said. “I wanted to help them learn the
leadership and communication skills they
would need to succeed in the real world.”
Technology plays an important role in his
forward-thinking, motivational approach.
Easy access to InDesign, Photoshop and
other technological tools have transformed
the yearbook classroom, mirroring state-of-
the-art capabilities found in newsrooms and
magazine offi ces.
Th at’s just one of the many reasons
Vulopas is a champion of journalism classes.
He believes they off er an environment that
fosters technical profi ciency and encourages
collaborative eff ort, creative thinking,
problem-solving and good written and verbal
communication skills. Without a doubt all
are valuable skills for a successful career
no matter what fi eld a student happens to
pursue upon graduation.
As Th e Talon co-editor Leah Stoner noted,
“No class I have ever taken has brought me
closer to my classmates or taught me more
important lessons than this yearbook class.
I will take what I learned in room 203 with
me after I leave high school. I have so much
fun creating the publications that I don’t
even realize I’m learning some of the most
important lessons in my life.”
By and large, the majority of the 36
students in Vulopas’ yearbook class focus
their eff orts on producing the 220-plus
page Talon yearbook. However, during
the 2007-2008 school year, a handful also
devoted a considerable amount of time to
producing a second book-length publication
called Pages of Changes.
Pages of Changes is a 240-plus page
retrospective look at the extra-curricular
activities off ered by the Cocalico School
District. Comprehensive in scope and
journalistic in tone, the project covers
events, people and activities dating back to
1931. It includes hundreds of photos as well
as interviews with retirees, former coaches
and people who participated in the school
district’s many and varied extracurricular
programs.
“I felt it was important for my students
to look outside their classroom and do
something for their community,” Vulopas
said. “I wanted to give them the opportunity
to create something that wasn’t written for
their peers, like the yearbook is. With Pages
of Changes, they’re writing for a diff erent
audience, one that is broader in scope.
Th ey’re writing for their community.”
Without a doubt, the Cocalico High
School “creativity lab” in room 203 is alive
and well and in good journalistic hands with
Vulopas and his yearbook staff . &
STAFF PROFILE
Adviser Joe Vulopas demonstrates the importance of putting a face on a story to his class. “If you don’t add life or a face to a story, it’s the same as writing about a lifeless mannequin,” Vulopas said. Yearbook editors Jessica Esparra, Chelsea Mitchell and Leah Stoner help make the point with their emotionless expressions and a mannequin head.
Pho
to b
y H
anna
h E
shle
man
Pho
to b
y A
lison
Fet
ter
Pho
to b
y A
lison
Fet
ter
Ercilio Costa, Joe Vulopas (adviser), Jessica Esparra, Chelsea Mitchell, Leah Stoner and Matthew Carty review plans for the 2008 Talon.
At the computer, Leah Stoner seeks feedback on a design from Jessica Esparra, Chelsea Mitchell and Joe Vulopas (adviser).
20 | SPRING 2008 | ISSUE 61 SPRING 2008 | ISSUE 61 | 21
Mary Kay Downes,
yearbook adviser at
Chantilly High School,
Chantilly, VA, learned
that the Journalism
Education Association
named her the 2007
National Yearbook
Adviser of the Year
during a surprise assembly at her school on
December 3.
Downes has been a yearbook adviser for
23 years, including the last 20 at Chantilly
High School where the Odyssey is a regular
CSPA Gold Crown and NSPA Pacemaker
winner.
In addition to naming Downes as the
Adviser of the Year, JEA also recognized
three Distinguished Advisers:■ Kathy Habiger, Mill Valley High School, KS■ Margaret Sorrows, Bryant High School, AR■ C. Dow Tate, Shawnee Mission
East High School, KS
JEA also named two Special Recognition
Advisers:■ Nancy Smith, Lafayette High School, MO■ Mitch Ziegler, Redondo Union
High School, CA
JEA HONORS NATION’S TOP ADVISERS
Crown, Pacemakerfi nalists
AWARD WINNERS
The two national press associations recently
announced the yearbook fi nalists in their
journalism competitions.
The Columbia Scholastic Press Association
[CSPA] Gold Crown Award and the National
Scholastic Press Association [NSPA] Pacemaker
Award are considered the top national
journalism awards for student publications.
Winners will be offi cially announced at
their respective spring national journalism
conventions.
As the nation’s number one yearbook company,
Jostens is proud to have worked with 13 of the
Crown and Pacemaker fi nalists.
FENTON HIGH SCHOOL ■ Fenton, MI
Fentonian ■ Pam Bunka, adviser[Crown and Pacemaker Finalist]
DUNCANVILLE HIGH SCHOOL ■ Duncanville, TX
Panther Tale ■ Mary Pulliam, adviser
[Pacemaker Finalist]
MAIZE SOUTH MIDDLE SCHOOL ■ Wichita, KS
Eagle ■ Mary Patrick, adviser[Crown Finalist]
WHITNEY HIGH SCHOOL ■ Rocklin, CA
Details ■ Sarah Nichols, adviser[Crown and Pacemaker Finalist]
MILLARD WEST HIGH SCHOOL ■ Omaha, NE
Prowler ■ Joanne Chapuran, adviser
[Crown Finalist]
GLENBROOK SOUTH HIGH SCHOOL ■ Glenview, IL
Etruscan ■ Brenda Field, adviser[Pacemaker Finalist]
NORTHVIEW HIGH SCHOOL ■ Duluth, GA
Mnemosyne ■ Michelle Morris, adviser
[Crown Finalist]
BRYANT HIGH SCHOOL ■ Bryant, AR
The Hornet ■ Margaret Sorrows, adviser
[Crown and Pacemaker Finalist]
LAWTON CHILES MIDDLE SCHOOL ■ Oviedo, FL
Panther Pride ■ Melissa Laundani, adviser
[Crown Finalist]
RICHMOND HIGH SCHOOL ■ Richmond, IN
Pierian ■ Ann Herrman, adviser[Pacemaker Finalist]
CORONADO MIDDLE SCHOOL ■ Coronado, CA
The Surfer ■ Amanda Casares, adviser
[Crown Finalist]
LOUDOUN VALLEY HIGH SCHOOL ■ Purcellville, VA
Saga ■ Martha Akers, adviser[Pacemaker Finalist]
ROCKLIN HIGH SCHOOL ■ Rocklin, CA
Tonitrus ■ Casey Nichols, adviser[Pacemaker Finalist]
22 | SPRING 2008 | ISSUE 61 SPRING 2008 | ISSUE 61 | 23
To the casual observer, it appeared as though not much learning could possibly be
happening in room 57 — a classroom with bright yellow walls, buzzing fl uorescent lights
and a furnace that pumped out cold air in the winter and hot air in the spring.
Hundreds of pictures. Hours of video. Countless memories. One DVD.Tell the complete story of your school year by
adding a Jostens DVD Yearbook Supplement to
your yearbook. Include bonus coverage of events,
team seasons, club activities and countless stories
that didn’t make it into your yearbook. Just send
us the photos and videos and we’ll do the rest.
Find out more at jostens.com/dvd.It’s your life.
Real skills for the real world
Donuts from the Moscow Bakery and
popcorn from Hunter’s Candy powered the
already energized teenagers. Th e radio,
tuned to KRPL on the AM dial, blasted
the popular hits of the late 1970s.
It was third period and class was
in session at Moscow High School,
Moscow, ID. It wasn’t a calculus class.
It wasn’t English literature. It was far
more serious. It was yearbook and the
Bear Tracks staff was on deadline.
At the time, we were high school kids
having fun and working on the yearbook.
It was that simple. Today, 28 years later,
I realize just how much the activities in
“the Yearbook Room” impacted my life.
Yearbook is a writing class, a design
class, a journalism class, a business class,
a marketing class, a public relations
class, a photography class, a management
class and a technology class. (In 1980,
technology was an electric typewriter
and a fresh bottle of Wite-Out.)
And most importantly, in yearbook,
I learned leadership. In room 57, I
was a leader not a follower. Few other
classes provided that opportunity.
I sometimes wonder if I ever would have
taken an interest in journalism education
had I not enrolled in yearbook. Or, for that
matter, if I even would have attended college.
I do know that in yearbook, not
English, I learned to write. In English, I
wrote essays and they were returned with
commentary and a grade. In yearbook,
stories were rewritten again and again,
sometimes as many as ten times, before they
earned the red initials “CH” from adviser
Carole Hughes, indicating that the copy
was ready to be typed on a copy sheet.
It was in yearbook that I learned that
a lot is two words. Th e “E” comes before
the “I” in receive. Sophomore has an “O”
sandwiched between the “H” and the “M.”
Th ere is “a rat” in separate. And, adviser ends
in “ER” because the AP Stylebook says so.
As yearbook advisers and editors,
you know fi rsthand that yearbook isn’t
a “blow-off ” class or an “easy A.” It is a
skill-focused, outcome-based lab class.
However, sometimes we need to remind
others of the skills learned in yearbook.
Visit YearbookAvenue.com for a “30 Skills;
One Class” handout to share with parents,
teachers, counselors and administrators.
We’ve also provided sample résumé entries
to help you sell your yearbook experience
to colleges and prospective employers.
I would also love to hear about your
yearbook experiences or your ideas for
Jostens Adviser & Staff magazine. You can
write me at [email protected].
Pass the popcorn. Turn up the radio.
And, get busy. We’re on deadline. &
Gary Lundgren
Editor in Chief
THE LAST WORD
TODAY, 28 YEARS LATER, I REALIZE JUST HOW MUCH THE ACTIVITIES IN “THE YEARBOOK ROOM” IMPACTED MY LIFEGARY LUNDGREN
30 SKILLS; ONE CLASSFew classes or activities offer the diverse skills that are gained from working on the yearbook:
LIFE SKILLS■ Communication■ Leadership skills■ Time management■ Project management■ Problem solving■ Writing■ Photography■ Team building■ Confl ict resolution■ Public speaking
JOURNALISTIC SKILLS■ Concept brainstorming■ Reporting■ Researching■ Writing■ Editing■ Photography■ Photo editing■ Graphic arts■ Public relations■ Media law
BUSINESS SKILLS■ Budget planning■ Promotion & advertising■ Marketing■ Selling■ Customer relations■ Market research
TECHNOLOGY SKILLS■ Business software applications■ Desktop publishing applications■ Photo-editing software applications■ Online design■ Online research
24 | SPRING 2008 | ISSUE 61
Ad CreationMade Easy
Use your time and talents to create an amazing yearbook. Leave the ad creation to us. Parents can submit photos and text online or by mail and we’ll build the ads for you. We even handle parent calls and payments. Then you can proof and edit the ads and monitor your ad sales at yearbookavenue.com.
What are you waiting for? Contact your Jostens Yearbook representative to sign up for Jostens Ad Service Program and let us do the rest.
Parents and students can choose from a variety of ad layouts.
Jostens.com
It’s your life.
Pri
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. © 2
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8 Jo
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s, In
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7-0
828
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