Pressing Issue May 2008
2008 May
State launches Utah Public Meeting Notice Web site (pmn.utah.gov)
Director hints at contracting for Legal Notice Web SiteBy Joel Campbell
Utah Press Association
Legislative Monitor
SALT LAKE CITY -- The Utah State Archives has launched the Utah Public Meeting Notice Web site and has told lawmakers it would cost at least $105,000 for the state agency to setup a Utah Legal Notice Web site. Speaking on April 16 to the Legislative Government Operations Interim Committee, Patricia Smith-Mansfield, director of the State Archives, told committee members that she felt the meeting notice Web site launch was an “overwhelming success.” The site deployment had been officially delayed until Oct. 1 because of technical roadblocks. Last fall legislators had been concerned about the delay in the Web site development.
The Meeting Notice Web site, located at pmn.utah.gov began public operation on April 1 with a webmaster who started work with the state in January 2008. The Archives has trained about 600 state and local government employees on the use of the Web site and hopes to complete training with another 1,500. Not all government bodies are yet using the site.
Some features of the Web site include public subscription to an agenda of any public meeting of most public bodies in Utah. Citizens can also receive notification of meeting agendas through RSS feeds and e-mail. Once a meeting agenda is located, citizens can also click on a map to get directions to the meeting location.
During the meeting, Smith-Mansfield explained that the Web site was contracted with a private entity, Utah Interactive, to build the technology. Utah Interactive has been the developer of the utah.gov Web site. Smith-Mansfield said her department subsidized the development of the meeting notice Web site.
All government agencies must now do to meet legal requirements to post the agenda to the public meeting Web site. Citizens and newspapers must subscribe to receive the notices. UPA has already provided e-mail address of UPA members to receive notices. UPA will be checking to see if the system delivers the notices as promised.
Noting that the committee will study a proposal this summer and fall for a Legal Notice Web Site, Smith-Mansfield explained that Utah Interactive has submitted a “ballpark figure” of $105,000 to build a state-run Legal Notice Web Site. She also said that constructing a Public Notice Web site would involve hundreds of laws and would make it more complicated than the Public Meeting Notice Web site.
She also noted that under a bill passed this session, all public hearings of bond elections must also be posted on the notice web site, but posting it with a newspaper still is necessary to fulfill the public notice requirement.
The Utah Press Association is still working with Sen. Dennis Stowell, R-Parowan, to provide the Utah Public Notice Web Site. The issue is likely to be heard later in the summer during an interim committee meeting. It is not clear whether Stowell has told Smith-Mansfield about UPA’s competing bid to operate the Legal Notice Web site. Already Media One has built a mock-up of a web site to introduce to legislators later this summer.
Another topic is likely to come up during the interim is a discussion of “harmonizing” sections of the Government Records Access and Management Act and the Open Meetings Act. Such could mean a closure of significant records. UPA will be monitoring this closely.
In other action, the state has begun work on a Financial Transparency Web Site to be hosted by the State Finance Department. All state agencies would be required to post their budget information on the Web site beginning May 15, 2009.
National Newspaper Association
127 Neff Annex
Columbia, MO 65211-1200
800.829.4NNA
Fax: 573-884-5490
Web Site: www.nna.org
Press Release
For Immediate Release Contact: Brian Steffens, Executive Director
February 7, 2008 (573) 882-5800 BrianSteffens@nna.org
83% of Adults (18-years-old or older)
Read America’s Community Newspapers Weekly
COLUMBIA, MO— Reliance upon America’s community newspapers to inform and empower citizens remains strong along Main Street America from coast to coast. In a follow-up to the National Newspaper Association’s landmark 2005 research on readership patterns for community newspapers, NNA found that readership of community newspapers increased slightly (from 81 percent in 2005 to 83 percent in 2007). This is in stark contrast to news reports purporting to chronicle the decline, if not demise, of newspapers.
"We know community newspapers have a different story to tell than some of the big dailies," says Steve Haynes, president of NNA and of Haynes Publishing Co. in Oberlin, Kan. "NNA initiated this research two years ago with the help of the Reynolds Journalism Institute at the Missouri School of Journalism. We felt it important to revisit and update the data to see if our initial findings held up, and they have."
NNA is making plans and seeking funding to update the research annually, according to NNA’s Executive Director Brian Steffens. Results of a 2008 update are expected to be unveiled in September during the Missouri School of Journalism’s Centennial celebration. “There are plenty of community newspapers that are maintaining or growing double-digit profit margins,” says Steffens, “and many that are also growing circulation and readership. I get more calls about new papers starting up than I get from publishers who are considering shutting down. The pace of community papers being bought and sold the past two years indicates a healthy and vibrant community newspaper market.”
According to the recent NNA survey, conducted by the Center for Advanced Social Research at the Missouri School of Journalism at the University of Missouri-Columbia:
83 percent of adults over the age of 18 read a newspaper every week, virtually the same as reported in NNA’s 2005 survey.
73 percent of those readers share their paper with friends, colleagues or family members (more than doubling the number of people who see the paper), the same as reported in 2005.
On average, readers spend 41.8 minutes reading an issue of their paper, an increase of nearly four minutes from the 2005 survey.
Nearly one-third of readers keep their paper for more than six days, enabling them to revisit a story or advertisement at their leisure.
“I’m not immune to some very significant challenges facing the newspaper industry, but these numbers don’t quite support “the sky is falling” mantra,” says Steffens. “Part of the problem with reporting on the health and welfare of the newspaper industry is that virtually all of the previous research has been focused on large daily newspapers serving the top 100 markets. There are more than 1,400 daily newspapers and about 8,000 non-daily community newspapers across America. The top 100 do not tell the whole story, but that’s about all we’ve seen reported on the past few years.”
To capture a snapshot of readership along Main Street America, NNA surveyed adults in markets of less than 25,000 population to examine the relationship between Main Street America and newspapers.
According to the 2007 NNA survey, local community newspapers are the primary source of information for both news and advertising in local communities—by a 2-1 margin over the next most popular media.
Primary source of information about local communities:
45.3 percent: local newspaper
20.6 percent: television
5.7 percent: radio
3.5 percent: Internet
(The rest say they get their local information from friends, relatives, co-workers, “others”, or they “don’t know.”)
Readers told NNA their preferred source of information about local communities:
46.9 percent: local newspaper
18.6 percent: television
5.7 percent: radio
4.6 percent: Internet
The findings also note:
99 percent of readers read local news, up from 95 percent in 2005.
64 percent read local news “very often”, up 15 percent from 2005.92 percent read education (school) news, the same as in 2005.
94 percent read state government news; up from 91 percent in 2005.
89 percent read editorials and-or letters to the editor, up slightly from 2005.
77 percent read local sports, virtually identical to 2005.
72 percent read public notices, nearly identical to 2005.
These are the bread and butter topics of community newspapers. But how well do community newspapers perform these functions?
76 percent of readers believe their local news coverage is good to excellent, almost identical to 2005.
70 percent believe the accuracy of their community newspaper is good to excellent, up slightly from 2005.
67 percent believe the quality of writing in their community newspaper is good to excellent, a slight increase from 2005.
62 percent believe the fairness of reporting is good to excellent, an increase of four percentage points from 2005.
“While there is room for improvement, it should be noted that these were rated on a five-point scale, with the middle being fair or acceptable,” Steffens says. “Adding fair or acceptable to these numbers would push them up even more dramatically.”
The 2007 survey asked a new set of questions asking readers to rate the following statements on a seven-point scale, from “doesn’t describe at all” (1) to “describes extremely well” (7).
My newspaper makes it very easy to find the information I want: 81 percent combined (5-7) agreed.
My newspaper is well-organized and easy to get through: 80 percent combined (5-7) agreed.
My newspaper understands the things that are of special interest and importance to people who live in the area: 77 percent combined (5-7) agreed.
My newspaper is a newspaper I really trust: 73 percent combined (5-7) agreed.
My newspaper has stories for people with my particular interests: 69 percent combined (5-7) agreed.
My newspaper is extremely useful to me personally: 64 percent combined (5-7) agreed.
My newspaper does an excellent job of investigating claims and statements made by government, civic and business leaders: 63 percent combined (5-7) agreed.
My newspaper really cares about people like me: 62 percent combined (5-7) agreed.
My newspaper gives me the information I need to hold government, civic and business leaders to a high level of accountability: 56 percent combined (5-7) agreed.
My newspaper does a better job than any other news source of helping me understand the news: 52 percent combined (5-7) agreed.
My newspaper provides more background and depth than any other news source: 48 percent combined (5-7) agreed.
NNA also learned in 2007:
90 percent of readers combined (5-7) said it was important for the public, or the newspaper on the public’s behalf, to hold government, civic and business leaders to a high level of accountability.
90 percent of readers combined (5-7) said it was important for the public, or the newspaper on the public’s behalf, to investigate the claims and statements made by government, civic and business leaders.
To reinforce the concept that the public, or newspapers on the public’s behalf, should hold government accountable, 79 percent of readers said that government should be required to publish public notices in newspapers. This is an increase from 71 percent in 2005.
“Media reports have painted the Internet as perhaps the chief nemesis of newspapers,” says Steffens. “Yet newspapers are responding to the Internet as an opportunity, not just a threat.”
Internet access at home has increased to 67 percent (2007) from 61 percent (2005), Broadband (high speed) Internet access has jumped to 65.5 percent (2007) from 38.6 percent (2005).
Nearly 30 percent of community newspaper readers report they have visited their local paper’s web site in the last month, an increase from 19.5 percent in 2005.
According to the NNA survey, readers go to the local paper’s web site for:
news, sports and weather (44 percent 2007 compared to 33 percent in 2005)
obituaries (23 percent 2007 compared to 10 percent in 2005)
classified ads (16 percent 2007; n/a for 2005)
searching archived stories (4.5 percent 2007 compared to 19 percent in 2005)
This survey was conducted by the Center for Advanced Social Research (CASR), Missouri School of Journalism, University of Missouri-Columbia for the National Newspaper Association.
Established in 1885, the National Newspaper Association is the voice of America¹s community newspapers and the oldest and largest newspaper association in the country. The nation’s community newspapers inform, educate and entertain more than 60 million readers every week.
Founded in 1908, the Missouri School of Journalism has set the standards for journalism and strategic communication training for almost a century. The proven "Missouri Method" blends theory and practice through coursework and the university's own media, including a community newspaper, a network television station and a national public radio station.
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Community Newspaper Readership Survey Highlights
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83% of adults read a newspaper at least once a week
17% do not read a newspaper
48% read a newspaper 4, 5, 6 or 7 days a week (daily)
37% read a newspaper 1-3 days a week (non-daily)
(23% read a newspaper once per week)
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67% of readers share their paper with one or more friends, colleagues or family.
38% share with one person
17% pass along the paper to two persons
6% pass along the paper to 3-5 persons
6% pass along the paper to 6 or more persons
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75% of the papers read were published daily
23% were published once or twice weekly
(19% were published weekly; 4% twice weekly)
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93% of readers buy their newspaper
7% of readers read a free newspaper
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57% of readers get their paper delivered by adult or youth carriers
25% of readers pick up a copy at a newsstand or store
13% receive their paper via USPS
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69% of readers say they read most or all of each newspaper
-----------
On average, readers spend nearly 42 minutes reading an issue of their local paper.
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26% of readers read the paper and toss it the same day
29% keep the paper 1-2 days
22% keep the paper 6 days, but fewer than 10 days
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Local newspapers are the primary source about local communities by more than a 2-1 margin. Primary source of information about local communities:
45% -- local newspaper
20% -- television
6% -- radio
3.6% -- Internet
(the rest get local information from friends, relatives, co-workers, “others” or “don’t know”)
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99% of readers read local news in their local newspaper
91% of readers read local news somewhat-to-very often
64% read local news very often
92% of readers read education news in their local paper
57% of readers read education news somewhat-to-very often
30% read education news very often
94% of readers read state news in their local paper
72% of readers read state news somewhat-to-very often
42% read state news very often
89% of readers read editorial or letters to the editor in their local paper
59% of readers read editorials or letters somewhat-to-very often
33% read editorials or letters very often
77% of readers read local sports in their local paper
44% of readers read local sports somewhat-to-very often
23% read local sports very often
72% of readers read public notices in their local paper
32% of readers read public notices somewhat-to-very often
15% read public notices very often
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75% of readers believe local news coverage is good to excellent
75% of readers believe the design and layout of the local paper is good to excellent
73% of readers believe the photography in their local paper is good to excellent
70% of readers believe the accuracy of their local paper is good to excellent
67% of readers believe the quality of writing in their local paper is good to excellent
63% of readers believe coverage of state news is good to excellent
62% of readers believe the fairness of reporting is good to excellent
--------------
Two-thirds (67%) of all surveyed have Internet access at Error! Contact not defined.
65.5% of those have broadband access at home
---------------
One-quarter (27%) of readers who have Internet access report they visited the local newspaper’s web site in the past month.
Of those who visited a local newspaper web site in the past month:76% visited within the last week
7% visited the web site daily
One third (38%) visited the web site weekly
--------------
The primary reasons readers visited the newspapers’ web sites were:
44% for news, sports and weather
22.7% for obituaries
15.9% for classified ads
4.5% to search archived stories, stories they missed
What influences client retention?
BY-LINE
By John Foust
Raleigh, NC
Emmett is an advertising director who understands the importance of client retention. "Even though we're well-established in our market," he told me, "we can't afford to assume that any of our advertisers will automatically renew their contracts."
According to research, the average business loses 20 percent of its customers a year. While any loss is cause for concern, a rate of more than 20 percent raises a gigantic red flag.
"I've heard that it costs five times more to get a new customer than to keep an old one," Emmett explained. "Of course, I realize that a business has to develop new customers. But there's a lot of truth in the saying: 'The best source of new business is old business.'"
Let's take a look at a few factors which influence client retention. The presence of any one will improve chances of retention. The presence of all four will practically guarantee it:
1. Positive results. There are two types of advertising: image and response. Image ads – or branding ads, as they are sometimes called – are intended to increase name recognition ("Got milk?"), assign a unique benefit to a brand name (Burger King's "Have it your way."), and give consumers a good feeling about an advertiser.
Response ads are designed to generate immediate results. The auto dealer who runs a special offer can measure the advertising's effectiveness by the number of cars sold during the promotion.
Although both types of ads are effective when properly executed, it's important to help advertisers set realistic expectations. Response ads make the cash register ring now. Image ads make it ring later – and longer.
When advertisers are convinced that their ads are meeting (or exceeding) expectations, they'll stick with your paper.
2. Positive relationships. Customer service is more than passively saying "thank you." We all want to do business with people we like, and with people who care about us. Do you call a client only when you want to sell something, or do you call to ask about his or her child's soccer game last weekend?
3. Competitive pressure. Let's say there are two widget companies in your town, and both are running ads in your paper. Given their competitive nature, each watches the other carefully, and responds to every sale with a counter sale. Do you think either company would be willing to surrender their newsprint turf? No way.
4. Habit. This is perhaps the strongest influencer of all, because (1) people resist change, and (2) loyalties run deep. If you've owned several Chevrolets, it seems like less trouble to buy another Chevrolet than to switch to Ford. If you've been eating Wheaties for years, it's easier to keep the status quo than to switch to Raisin Bran.
And if a (reasonably successful) business has always advertised in your paper, it's easier to stay put than to consider other options.
But, as Emmett cautioned, "Don't take anything for granted. We set out to prove the value of our paper – and our commitment to our advertisers – every single day."
COPYRIGHT LINE
(c) Copyright 2008 by John Foust. All rights reserved.
CREDIT LINE
E-mail John Foust for information about his training videos for ad departments: jfoust@mindspring.com
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News Story |
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PIERRE, S.D. — A printed weekly advertising publication must pay the state sales and use tax on its payments to the drivers and carriers who distribute the publication, the South Dakota Supreme Court has ruled. The Shopping News, based in Sioux Falls, had argued that payments to drivers and carriers should be exempt because South Dakota law exempts advertising services from the sales and use tax. But the Supreme Court said in its April 23 opinion that distribution and delivery are not included in the definition of advertising services, so the Shopping News owes taxes on its payments to drivers and carriers. After an audit that ran from June 2001 to May 2004, the state Department of Revenue and Regulation assessed the Shopping News use tax of $18,676 and interest of $4,704 on the fees it paid its contract drivers and local carriers. The Shopping News publishes a printed weekly advertiser that is distributed free to the public in the Sioux Falls area. It contracts with drivers who deliver the publication at drop-off points within a 40-mile radius of Sioux Falls, and it also pays local carriers who deliver the advertiser door-to-door. The Shopping News contended that because the Legislature defined shoppers' guides as advertising publications in state law, it intended to exempt not only the income from the sale of advertising but also the cost of delivering the services. The Supreme Court rejected that argument in Sioux Falls Shopping News v. Dept. of Revenue, saying the law specifically exempts just the costs of ink and newsprint used in the shopping publications. Distribution and delivery for advertising services are included in a category of services subject to the sales and use tax, the high court said. South Dakota rules define advertising services as the business of preparing advertising for publication, and distribution and delivery services are not included in that definition, the Supreme Court said. State law specifically exempts shoppers' guides from paying tax on the cost of ink and newsprint, but it does not mention distribution and delivery costs, the high court said. The justices said they would not expand the definition of advertising services beyond what the Legislature placed in law.
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The keystone of advertising
BY-LINE
By John Foust
Raleigh, NC
I once toured the Old Exchange in Charleston, South Carolina, which is one of the oldest buildings in the state. It was completed in 1771, and served as the economic and social hub of the 18th century port city. In fact, South Carolinians declared their colonial independence from the steps of the Exchange in 1776.
The most unusual section of the building is called the Provost Dungeon. During the Revolutionary War, the British converted it into a prison, and among its political prisoners were three signers of the U.S. Declaration of Independence. The dungeon is constructed entirely of brick. The masonry is particularly impressive, when you consider the fact that the bricks were set in place over two centuries ago. Columns create an elaborate ceiling of vaulted arches.
At one point on the tour, the guide stood under an arch and reached up to touch a brick. "The most important brick is the one in the middle," he said. "This is the center point of the arches which support the four columns in this section. If you took this brick out, the arches would collapse."
Later, I learned that the brick or stone at the top of an arch is called the "key," because it does, indeed, support the weight of the entire arch. This keystone example – or key brick, in this case – really stuck in my mind. I found it fascinating that one element holds everything together. The other bricks are important, of course, but it's the key brick which is indispensable.
When you consider this business of selling and creating advertising, what would you say is the keystone? What holds all the pieces of a campaign together? Is it an attention-grabbing graphic? A well-written headline? A compelling offer?
No, I don't think so. Although those elements are crucial, I believe the keystone of advertising is something more universal: Honesty.
Surveys show that many consumers don't trust advertising. And yet some advertisers mistakenly believe that honesty is limited to obeying consumer protection laws. They fail to realize that consumers are suspicious of puffed up claims. And like the fable of the boy who cried "wolf," potential buyers tend to discount everything those advertisers say – exaggeration or not.
I remember a furniture store that seemed to have a never-ending "going out of business" sale. Month after month, their ads screamed, "Last chance to save. We're closing our doors. Prices will never be lower."
On a business trip to that city – during a week which featured their full page ad in the local paper – I drove past the store. With all the fanfare, every potential furniture buyer in town had to know about the big event. The sign at the street echoed the frantic claims of their newspaper advertising. The windows were plastered with warnings that the store's closing was eminent. The lights were on. Sales people were standing at the glass front door.
Only one thing was missing: the keystone.
How did I know? The parking lot was empty.
COPYRIGHT LINE
(c) Copyright 2008 by John Foust. All rights reserved.
CREDIT LINE
E-mail John Foust for information about his training videos for ad departments: jfoust@mindspring.com
Watch where you put that thing!
…………
Any designer (and most readers!) will tell you that a page of gray type is unattractive, even daunting.
So we work hard to ensure that our packages always include visual elements that add to impact. These elements also make the report easier to understand and more comprehensive.
But sometimes we’re just not quite careful enough about where we place those visuals. In fact, we often create a design problem just by placing the visuals in the wrong spot.
Unfortunate placement can create gaping holes in text. Or it can mean that your lead photo has to fight for dominance. It can cut off the top of the story from the rest. In short, poor placement can cause your page to become a hodgepodge that becomes a typhoon of elements more difficult to navigate than any sea of type.
Too many elements—or even a few, badly placed—can cause your readers to scream: “Enough! I can’t handle this much! At least gray I can make sense of. This is too much!”
Why not give those readers a break? All you have to do is use a sense of proportion and balance to bring control to your page. Of course, some typographic common sense helps, too.
Some tips:
LOOK SIDE-TO-SIDE: Take care that the placement of your visual doesn’t create awkward word spacing or letter spacing in the adjacent text.
LOOK ABOVE AND BELOW: Check to see that there’s proper spacing above and below the element. Too much and it seems to be floating, too little and it’s crammed.
DON’T CUT OFF COPY: Place the element so the copy flow continues around it. Be especially careful when placing the element next to or on top of an ad.
STAY AWAY FROM THE ADS: Position the element so that some text separates it from ads placed lower on the page. A photo placed directly atop an ad can sometimes be confused for an ad itself. Best to run at least four-to-six lines of text between the photo and the ad.
KEEP IT NARROW: If you’re using a pull quote or a small photo, keep the element as narrow as possible to lessen the odds of poor spacing in the adjacent type.
CHECK: When you’ve placed the element, take a moment to make sure it fits just right.
DOUBLE-CHECK: OK, now take another moment to make sure it fits just right.
TRIPLE-CHECK: Well…you get the point.
And in the future…watch where you put that thing!
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IF THIS COLUMN has been helpful, you’ll find more help in Ed’s new book, Henninger on Design. With the help of Henninger on Design, you’ll become a better designer because you’ll become a thinking designer. Find out more about Henninger on Design by visiting Ed’s web site: www.henningerconsulting.com
ED HENNINGER is an independent newspaper consultant and the Director of Henninger Consulting. Offering comprehensive newspaper design services including redesigns, workshops, training and evaluations. E-mail: edh@henningerconsulting.com. On the web: www.henningerconsulting.com. Phone: 803-327-3322.
Ed
Henninger |
Director |
Henninger Consulting
edh@henningerconsulting.com
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http://www.henningerconsulting.comTEL:
803-327-3322 |
FAX: 803-327-3323
756 Summerwood Dr Rock Hill SC 29732
USA
Utah
Paper Section Fronts Can Have Fun
By Randy Hines
A 36-page catalog came to my office this week, offering among other things about 60 new typefaces. Typically, most Utah newspapers rarely consider the need for expanding their supply of text fonts. We sometimes think such purchases fall only under the decision makers over in advertising. For the sales reps originating speculative ads, however, it’s nice to have an expanded arsenal of tools to help in designing that creative process. Spec ads are vital methods to show prospective clients how their display ad can create attention in the pages of your paper.
Some of your major retailers may have designed a font just for their logos and print advertisements. It’s nice to have that exclusive typeface to express a company’s uniqueness. Fonts can convey both emotional and mental messages to their viewers.
But clever typeface choices can be useful for a variety of areas besides advertising. For the growing number of papers involved in daily Web delivery and magazine publishing, creative fonts can give you that special look and brand personality you want readers to notice. Staff members who work in such departments as features, entertainment, music, outdoor and travel can certainly spice up their section fronts, logos and headlines with appropriate typefaces. The key word, of course, is appropriate.
If you want the full rundown on typeface characteristics, among other things, check the resource in my author ID at the end of this column please. But three fonts that need to be used cautiously, often for sale in catalogs, are script, Old English and decorative.
Script, as you’ll recall from elementary school, is handwriting. Many lowercase cursive letters can even appear to connect with one another. Choose this style carefully. Sometimes the characters are so fancy with curly endings to the strokes that one pauses to determine what the exact letter actually is. One example in my current catalog has a “p” that looks exactly like the small “h” except that it extends below the line only a little. In fact, one of the main issues to check before buying script is the lack of uniformity in its ascenders and descenders. But script is definitely a letterform tool to have for special treatments in a large size.
The next example is dangerous. Called Old English, it is exactly what you want to avoid 99.6 percent of the time in feature typefaces. Talented monks, laboriously copying the Bible centuries ago by hand, made a stylized art form out of their initial capitals.
Now that baseball season is here, you can see a current illustration of Old English by checking out the decorative letter “D” on the Detroit Tigers caps. The elaborate additions to the individual letters make it hard to determine what some of them are. This is especially true for capitals. If your feature story is about touring castles along the Rhine River in Germany, then you may consider this font—popularized by Johannes Gutenberg—as quite appropriate. If you still decide to buy Old English style, try to choose one of the more updated versions where legibility is less of a problem.
Another lettering option that every page designer wants more of is decorative or novelty. These typefaces come in every possible variety. Often selected by newspapers based on geography or climate, the actual letters can resemble anything from an icicle to a cactus. Because the fonts resemble objects, they can help show readers the slant or topic of a story or ad right from the start. Certain letters are often the objects of stylized treatment. The “O” is often targeted, for example, with substitutions resembling the sun, a tire, a life preserver, a ball, a fruit, a lasso, the earth, etc. Usually there’s no confusion on interpreting which alphabet letter is replaced by the graphic device substitute. The only problem is selecting one that’s appropriate for your subject matter.
An added caution about running with these three typography options is to employ them wisely. Using them in logos, headlines and subheads is probably the extent of their practical application in your Utah newspapers. Text in stories, of course, needs to be a little more routine for reading ease.
Likewise, all-capital or even small-capital treatment will create comprehension chaos. My friend and fellow columnist John Faust always cautions advertising staffs about the dangers of all capitals in headlines and text. The readability problem holds true for the editorial side as well.
# # #
Randy Hines teaches at Susquehanna University in Selinsgrove, Pa. His new book, “Print Matters: How to Write Great Advertising” (www.racombooks.com) with Bob Lauterborn, the James L. Knight Chair of Advertising at UNC-Chapel Hill, just came out. Hines can be reached at randyhinesapr@yahoo.com.
The power of questions
BY-LINE
By John Foust
Raleigh, NC
It’s no secret that children are curious. They are like sponges, constantly asking questions, soaking up all the information they can. I recently heard that the typical child asks half a million questions by the age of six. (No doubt, there are many parents who feel their sons or daughters ask that many on a single Saturday.)
Good sales people have an almost-childlike sense of curiosity. This serves them well, because the first step in helping clients make buying decisions is to learn as much as possible about their businesses, their goals, and their products and services. There’s a lot of truth in the old saying, “Knowledge is power.”
The word “question” begins with “quest,” which can be defined as “search.” That’s not a bad description of the questioning process. It’s a search for information. To find the right information, we have to search in the right places - with the right kinds of questions. Here are a few points to keep in mind:
1. Mix closed and open-ended questions. Closed-ended questions call for short answers, while open-ended questions require longer answers. For example, “When did you start your business?” is a closed question. “What is your marketing approach?” is open, and invites a more detailed answer.
The most common closed questions are those which can be answered with a simple “yes” or “no.” It is easy to see that short answers don’t provide much information. As a result, you may want to use a closed question to introduce a topic (“Is your business open on weekends?”), then follow it with an open question which asks for elaboration (“How has that affected your traffic?”)
2. Rephrase the other person’s statement as a question. Let’s say your client declares, “My last ad didn’t work.” Instead of arguing (which is always a bad tactic), simply probe for more information by rephrasing his or her statement as a question. Ask, “It didn’t work?” and wait for a response.
3. Use non-verbal questions. By raising your eyebrows and tilting your head, you ca n
NNA
on the Road heads to Colorado
DENVER-For three days in May, publishers, editors and production people will have the opportunity to tour some well-run newspaper operations in Colorado.
Beginning May 14, attendees will have the option of joining their peers in the evening for a tour of the Denver Newspaper Agency plant and a dinner after to kick off the fourth annual NNA on the Road educational tour. Attendees will depart the La Quinta hotel at Denver International Airport at 5:30 p.m. for the plant tour.
Starting at 7:30 a.m. the next day, May 15, attendees will depart Denver for Longmont, CO, and a tour of the Longmont Times-Call.
From Longmont, the tour travels west to Gypsum to tour the state of the art Colorado Mountain News Media plant. That afternoon the tour stops for a quick visit at the Climax Molybdenum Mine atop Fremont Pass, what will soon be one of the world’s leading molybdenum producers.
From the mine it’s on to Leadville for a visit to the National Mining Hall of Fame and Museum and to The Herald Democrat to check out a historic Goss letterpress web printing press.
The group will spend the night in Salida, CO, then get an early start Friday morning, touring the Salida Mountain Mail printing plant and newspaper office. From there, the tour travels the picturesque Arkansas River Canyon to Canon City, CO.
In Canon City, the group will tour the Museum of Colorado Prisons and then head over to the Canon City Daily Record for a tour of the newspaper's operations.
From Canon City, the tour heads to to Colorado Community Newspapers' new printing plant in Castle Rock. The bus should have everyone back to the Denver International Airport by 4:10 p.m. May 16.
NNA Region 10 (NM, WY, UT, CO) Director Merle Baranczyk said cost of the trip is $195. For the tour nonmembers from Region 10 pay the same fee as members. “It’s a great way to get to know something about NNA,” Baranczyk said.
Hotel accommodations are not included in the cost for this educational tour.
For
hotel reservations in Denver contact the La Quinta Inn, 6801 Tower
Road, Denver, CO 80249. 800-531-5900
Rate is $105 plus tax for a double, $115 for a king. Participants
will have until 21 days prior (April 24) to sign up for this rate.
Hotel features complementary breakfast and free Internet access.
Those who make reservations have until 6 p.m. the day of to cancel
without penalty.
For the Thursday night stay in Salida on May 15, reservations can be made at the Super 8. Rate is $79 plus tax for a double; 21 days prior (April 25) to sign up at this rate; cancellation seven days prior or May 8. Call (719) 539-6689; refer to NNA Colorado Bus Tour.
Instructor, Mass Media/Multimedia
Responsibilities include, but are not limited to, the following: Instruct courses in some or all of the following areas: theory and skills involved in traditional and convergence/new media journalism; integrate traditional journalism with web design, social and academic websites, digital video and audio applications, non-linear editing, AI graphics and motion effects for online distribution; interactive media for emergent media platforms; digital imaging; animation; theory of information creation, dissemination, comprehension and uses in a converged media environment; and work with student production of online publications.
Minimum Qualifications: Bachelor’s degree in mass communications or closely related field; professional experience and demonstrated skills in traditional and convergence journalism; and demonstrated ability to work with students from culturally diverse backgrounds.
Preferred Qualifications: Master’s degree in mass communications or closely related field and prior teaching experience.
Compensation: Salary placement depends on education and directly related professional experience. Excellent benefits.
Closing Date: Screening will begin June 3, 2008; position will remain open until filled.
Starting Date: August 20, 2008.
Application Procedures: Submit (1) letter of application explaining how academic and professional experiences meet the required and preferred qualifications, (2) LCCC Application for Employment form, (3) current résumé, and (4) transcripts (An unofficial copy of transcripts will be accepted with application.) to: Human Resources Office, Laramie County Community College, 1400 East College Drive, Cheyenne, WY 82007; 307.778.1289; fax 307.778.4300; hr@lccc.wy.edu; or visit www.lccc.wy.edu.
LCCC is an Equal Opportunity/Affirmative Action Employer