2005 April

2005 April

Open Letter To The Membership Of Utah Press

Dear UPA Member Newspaper Publishers:

As your new President for 2005, I want to invite you to share ideas and concerns as the year progresses. If you want to chat about UPA issues, I can be reached by phone at (801) 344-2502, or (801) 592-3137. My email address is kparkinson@heraldextra.com.

I’ve spent some time lately reviewing the activities and performance of UPA in recent years. Although there is always room for improvement, the operating staff at UPA has done a fine job in working through the many issues that affect our newspapers. We empower the Association with keeping track of legislative trends, lobbying, organizing training programs, contests, meetings and conventions, operating the clipping service and marketing and selling advertising for our member newspapers. These responsibilities are confounded by a rapidly changing society and information environment, and an increasing disparity between markets and newspaper products.

Simply said, the job of running a newspaper association, or an individual newspaper, for that matter, is not easy. We want our staff to be responsive to our needs, and we also want to provide them with the necessary resources and direction to optimize performance.

Michael has been very cooperative about steering the Association in the direction the board of directors has pointed. What I heard at our annual membership meeting was that we need to be very aggressive with our advertising sales efforts in the coming year. We are committed to strengthening our sales team and bringing more ad dollars into the Association, and we want to do this without compromising all the other great benefits of UPA.

If you have thoughts on the operation of UPA that you want to share with me or other members of your Association board, please don’t hesitate to contact one of us. We want our press association to continue to be one of the best, and most effective in the country. We’re off to a fine start, so let’s make 2005 a truly great year.

Sincerely,



Kirk Parkinson
2005 UPA President

What Does It Mean? Marketing & Media Terms...

Are you providing your sales reps with on-going training and the sales tools and resources they need in order to be effective?
I’ve spoken with a number of Advertising Directors who are hiring sales reps that don’t have newspaper backgrounds or sales experience. However promising these individuals are, they need training in order to provide the best advice and service for their clients.
Are they as familiar as they should be with media and marketing terms and their meanings? They need to understand the nuances of the product/services they’re selling and how they compare to the competition.
Newspaper, television, online and radio advertising each have their own jargon. As a result, salespeople for each medium may use different words for the same thing. An example is ‘frequency’ used by radio and television salespeople and ‘duplication’ often used in newspaper sales. Both words refer to multiple exposure opportunities for a single individual or group of individuals.
Listed below are a few media and marketing terms along with their definitions. Give your sales reps a pop quiz to see how well they do.

• Audience - The number, or percentage, of any demographic group who read, viewed or listened to one or more media during a particular time period.
• Audit Bureau of Circulation (ABC) - An independent firm that audits and verifies the circulation numbers of member newspapers and magazines.
• Blog - Short for Web log, a blog is a Web page that serves as a publicly accessible personal journal for an individual. Typically updated daily, blogs often reflect the personality of the author.
• Contact-To-Order Ratio - the number of times a company’s customers contact it before placing an order, compared with the number of orders a company receives.
• Cume - The unduplicated audience of a medium which accumulates over a given number of issues (newspapers) or time (broadcast).
• Customer Relationship Management (CRM) - a broad reference to all aspects of marketing, sales, and service that pertain to customers. More narrowly, it describes a software-based system that manages the information a business gathers about its customers. The data can include such things as customers’ names and purchases, list of items returned, frequency of purchases, etc.
• Demographics - A way to identify certain population characteristics in order to group people accordingly (i.e., age, gender, income, education, etc.)
• Duplication - Exposure of an individual to one or more media, two or more times, in the course of an advertising schedule.
• Frequency - Usually expressed as “average frequency.” The average number of times an individual will have had the opportunity of reading, viewing or listening - or all three - to a medium or media within a specific time period.
• Gross Impressions - Same as gross audience or gross exposures. The total number of exposures to individuals - including duplication - of an entire advertising schedule in one or more media.
• Gross Rating Points - GRPs - The total number of rating points for an advertiser’s schedule, whether in one medium or a combination of media.
• Hit - Also called a page hit. The retrieval of any item, like a page or a graphic, from a Web server. For example, when a visitor calls up a Web page with four graphics, that’s five hits, one for the page and four for the graphics. For this reason, hits often aren’t a good indication of Web traffic. Any time a piece of data matches criteria you set. For example, each of the matches from a search engine search is called a hit.
• Hyperlink - An portion of images or text on a Web page that is linked to another Web page. Words or phrases which serve as links are underlined, or appear in a different color, or both. Clicking on the link takes the user to the other web page or site
• Market Penetration - Also called coverage or reach. The degree to which a demographic group or households in a particular area are reached by any medium or combination of media.
• Net Impressions - Also called net audience or net exposures. The total number of different individuals - no duplication - exposed to an entire advertising schedule in one or more media.
• Rating - The percentage of the particular demographic group that the reading or viewing or listening audience represents. Rating is the same as market penetration, coverage, reach or net reach.
• Rating Point - One rating point is equal to one percent of the total of any particular demographic group.
• Reach - Also called net reach. The percent of a demographic group reading, viewing or listening to a medium or media in a schedule.
• Reader Behavior Score (RBS) - A score developed by the Readership Institute that can be calculated for each consumer. It captures several dimensions of newspaper usage - amount of time spent reading, frequency, amount consumed, on weekdays and Sundays. The seven-point scale ranges from 1 (nonreaders) to 7 (heavy readers who read every day, spend large amounts of time with the paper, and read it completely).
• Readership - Typically in newspaper research consumers have been asked if they read or looked into a newspaper yesterday, so in discussions about readership the term has meant “read yesterday.” Readership generally means more to an advertiser than circulation (which is the number of newspapers distributed daily or Sunday).
• Run Of Press (ROP) - All pages of the newspaper except for the classified pages.
• Share - A broadcast term that simply means the percent of all listeners or viewers at any particular time that are actually tuned to a particular station or channel.
• Search Engine - A program that searches documents for specified keywords and returns a list of the documents where the keywords were found. The term is often used to specifically describe systems like Alta Vista and Google that enable users to search for documents on the World Wide Web (www).
• Tier Zero - Service that’s proactive and so complete that it enables customers to solve their problems without requiring assistance from a customer service rep.
• Total Circulation - The number of publication copies distributed, including home delivered, single copy and complimentary copies.

Lisa Dixon, AdWorks, is a national speaker based in Dallas, TX. She has 20+ years professional experience in advertising and marketing, with fifteen in the newspaper industry, and has won seventeen awards for her work in print, radio, TV, outdoor, direct mail and collateral materials. She conducts small business advertiser seminars for weekly and daily newspapers nationwide and has spoken nationally and internationally at press association conferences, API and NNA. For information on scheduling the small business advertiser seminar and how it will benefit your newspaper call Lisa at 972-818-5472 or e-mail LADixon@aol.com.

Directors Corner

UPA Convention returns to St. George

Warm, sunny weather and stimulating topics made for another great UPA convention this year. St. George in the winter is as close to perfection as Utah gets this time of year. But add to that inventive, thoughtful seminars, good food and great fun and you are talkin’ the talk and walkin’ the walk at this years convention.
Beside the usual training opportunities and t he excitement of Better Newspaper Contest awards, we had the chance to “Meet and Greet” on Thursday evening. This gave the new people an introduction to those who have been newspapering for years and old friends to renew memories. The meet and greet party was a big hit and one that will continue at future UPA gatherings. Bingo for the family and puppet show and puppet making class for the children helped stimulate and entertain the young ones while parents were busy learning new techniques in running a successful newspaper.
All attendees had the chance to learn from some of the finest experts in the field on topics as varied as: The importance of having a business plan, to editing community newspapers. There was every opportunity to search out and learn about our new UPA Newsearch (electronic clipping service) and how each UPA member can benefit from the electronic storage of nearly every UPA member newspaper. Being educated to the possibilities that Newsearch offers is something every UPA member should take advantage of.
A questionnaire will go out this week on how you felt the UPA office has addressed your needs at convention and what specific topics and changes you would like to see in 2006. A big thank you to all who attended and a special request to respond to the questionnaire so that we can continue to provide what you as key newspaper people would like to see in 2006. And yes, we will be returning to St. George !

Just For Laughs

SO YOU THINK YOU KNOW EVERYTHING? (Part 2)

If the population of China walked past you, in single file, the line would never end because of the rate of reproduction.

If you are an average American, in your whole life, you will spend an average of 6 months waiting at red lights.

It’s impossible to sneeze with your eyes open.

Leonardo Da Vinci invented the scissors.

Maine is the only state whose name is just one syllable.

No word in the English language rhymes with month, orange, silver, or purple.

On a Canadian two dollar bill, the flag flying over the Parliament building is an American flag.

Our eyes are always the same size from birth, but our nose and ears never stop growing.

Peanuts are one of the ingredients of dynamite.

Rubber bands last longer when refrigerated.

“Stewardesses” is the longest word typed with only the left hand and “lollipop” with your right.

The average person’s left hand does 56% of the typing.

The cruise liner, QE2, moves only six inches for each gallon of diesel that it burns.

The microwave was invented after a researcher walked by a radar tube and a chocolate bar melted in his pocket.

The sentence: “The quick brown fox jumps over the lazy dog” uses every letter of the alphabet.

The winter of 1932 was so cold that Niagara Falls froze completely solid.

The words ‘racecar,’ ‘kayak’ and ‘level’ are the same whether they are read left to right or right to left (palindromes).

There are 293 ways to make change for a dollar.

There are more chickens than people in the world.

There are only four words in the English language which end in “dous”: tremendous, horrendous, stupendous, and hazardous

There are two words in the English language that have all five vowels in order: “abstemious” and “facetious.”

There’s no Betty Rubble in the Flintstones Chewables Vitamins.

Tigers have striped skin, not just striped fur.

TYPEWRITER is the longest word that can be made using the letters only on one row of the keyboard.

Winston Churchill was born in a ladies’ room during a dance.

Women blink nearly twice as much as men.

Your stomach has to produce a new layer of mucus every two weeks; otherwise it will digest itself.

.............Now you know everything

Classifieds

Help Wanted

The Spectrum, located in St. George is accepting applications for full time Pressroom Manager. Must have a flexible schedule including working throughout the night. 5 years pressroom management & 10 years Urbanite Press experience required. To apply, please submit a resume to: The Spectrum, Scott Porter, Production Director, 275 E. St. George Blvd., St. George, UT 84770. FAX (435)652-2362. E-mail: sporter@thespectrum.com.

Help Wanted

The Millard County Chronicle Progress, a weekly newspaper, is seeking a full-time reporter/ writer to cover community happenings and local govt. Apply at sue@delwave.com or shellie@delwave.com or call 435-864-2400.

Help Wanted

The Eagle Sentinel, in Taylorsville, is looking for Circulation Manager. Call 801-913-5700 for details

Newspaper For Sale

Weekly Newspaper for Sale. Weekly newspaper in Beaver county for Sale. Circulation 1,100, published each Thursday. Call Marlow Draper at (435) 438-2891 or e-mail at: bpress@xmission.com

Seeking Employment

Looking for employment in writing or public/media relations services. Qualifications: B.A. in Communications, Digital Technology Information 4.3 (SpeedWriter), Microsoft Word, QuarkXPress, and PhotoShop. Multiple work experience and awards, including UPA “Best Lifestyle Page”. Contact for resume: Casey R. Basden 1738 Briarglen Drive Sandy, UT 84092 (801) 571-5981

For Sale

1973 ATF “CHIEF 15” Offset Press. Complete assembly, was in full working order as of last use. Has been in dry storage for a few years. Should work again with some tlc, or good for parts. Call the Southern Utah News at 1-888-468-2900 to make an offer.

For Sale

Anatech Evolution - $3,000.00 -High end scanner, 800dpi, scsi, scan up to 38” wide, continuious, Windows, software included. For info: www.colortrac.com/evolution.htm
Contact the UPA Office
HP ScanJet 4p & 5p - $50.00ea. 400dpi, scsi, hp scsi card, mac/windows, www.hp.com
Contact the UPA Office
2 Iomega Zip 100 SCSI - $20.00ea. Great for backup and file transfer
Contact the UPA Office

Give Away

OLD C&P handfeed platen press, 10x15, runs. Come get it - you can have it! Southern Utah News, Kanab, Utah - 435-644-2900.

Does your newspaper have a position opening?
Need to get the word out?
Contact
Kirk Parrish
(employment ads for member newspapers are always free)

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