Nevada Press Association The best in Nevada journalism since 1924
From Ken Blum
Dear Black Inkling readers,
Times change. Sometimes for the best. Sometimes not for the best.
Here’s an example of the latter that affects community newspapers.
Years ago, a photographer representing a community newspaper was largely free to roam and take pictures of whatever and whoever he pleased.
Typically, among the best photo opps were candid shots of children, doing whatever kids like to do. (In my opinion, the most photogenic people are eight years old and under, or eighty years old and over.)
But when it comes to pictures of youngsters, it’s more complicated today. Children are guarded by adults more closely than ever, which is understandable in this sad age of predators. Today, any stranger who approaches a youngster and starts to take pictures of that youngster invites suspicion.
As a result, I’ve talked with the people at several newspapers that now require a parental signed permission form before a picture of a child (even a teenager) is taken and subsequently run in the paper.
I never knew it was getting to this point. Verbal permission from a parent, perhaps; but a signed permission form is new to me.
What happens when you want to take pictures of children when no parent is around? – say, a prom; or a Boy Scout Outing. What about sports photos taken during a soccer match or a little league game?
So I need your input. What policy does your newspaper use for pictures of children? No permission necessary? Verbal parental permission? A signed form? Or, have you developed another way to handle this issue?
Drop me an email – blummer@aol.com
Thanks so much,
Ken
More Unique Newspaper Names
The Rural Urban Record – Columbia Station, OH
The News Letter Journal – Newcastle, WY
The Moosehead Messenger – Greenville, ME
My Feeling – Advertising Prodigals are Returning to Print
I serve as an advisor for 15-20 community newspapers from all over the country every year. During this process, we go over the paper’s financial performance during the past several years. From 2008 – 2013 I noted a consistent loss of total revenue and paid circulation at client newspapers. For example, when I compared 2008 total revenue (all revenue categories such as advertising, classified advertising, circulation) and paid circulation with 2013 total revenue and paid circulation, the losses averaged around 20% in each category.
However, beginning in 2013, I also noted the downward trend in total revenue and paid circulation bottomed out at most papers. Overall, both areas have stabilized and in some cases are trending up again.
Of course, the improved economy helps. But businesses that have experimented with Web advertising and other electronic media over the past several years seem to be realizing their hometown newspaper is still the best way to get real results.
It reaffirms that an up-to-date business website is good for customers who have decided to buy. But the best way to reach the other 95% who may buy but need to be convinced is through the pages of a local newspaper.
Is it Time To Increase Advertising Rates?
The loss of revenue during the recession resulted in staff cuts at numerous community newspapers; or others avoided staff cuts by freezing wages.
In tandem, advertising rate increases were canceled, often for several years, because clients also endured hard times and counted their pennies.
Many papers have not increased ad rates for five to ten years.
Thankfully, the rate of inflation during the past decade has been modest. But over several years, the higher costs of doing business still add up, and if there are no corresponding rate increases the only other way to keep pace is by increasing the volume of advertising – no easy task.
So if you have not raised ad rates at your newspaper for several years, it’s time for a modest increase and continued increases every year, based on the rate of inflation or the cost of living index.
A side thought — for some reason, many newspaper publishers feel the need to contact every advertiser when they institute a rate increase; almost an apology.
Did you ever see the an automobile dealership run an ad with an announcement line, “Sorry but we have to increase the price of an Impala by $500 for the 2016 model.” Or a restaurant owner: “Due to flooding in Brazil, a cup of coffee will cost ten cents more starting this week.”
The point is: just do it. Most clients won’t even notice. If a few do, explain how long it has been since the last increase.
1,000 Ways To Build Paid Circulation
All on a CD in a PDF format – Available from Ken
Has your newspaper’s paid circulation slipped in recent years? If it has, it’s not unusual. From my experience, paid circulation at hometown newspapers has dipped anywhere from 10-25% since 2008 when the recession hit.
And even though the economy has improved, subscriptions and single copy sales haven’t enjoyed the same bounceback that most other businesses and industries experience during a recovery.
Does this scenario describe the circulation trend at you newspaper? Is it time to do something about it? Do you need some ideas to get circulation numbers back up.
Consider an ebook I offer that features over 1,000 ways to build circulation at hometown papers. It’s on a CD disc in a PDF format. Just click on any topic in the table of contents and it will go right to the page. And you’re welcome to copy the PDF (437 megs) over to any computer in a single office.
It’s $129 and worth every penny. $124 if I can call for a credit card number. Interested? Just drop me an email to blummer@aol.com
Readers Helping Readers
Learn to Cut it Off
From Bill Sniffin, syndicated columnist and former publisher, Lander, WY
Great advice on newsroom productivity!
My most recent favorite quote is allegedly by Mark Twain:
“I would have written this shorter if I had had more time.”
This is about the problem of overwriting.
I have written a weekly column for 50 years and try to keep it to 750 words. I would bet that 90 percent of the time the first draft exceeds that 750 word limit.
A Winning Story Mix
From Don Heinzman, ECM Publishers, Coon Rapids, MN
I agree, the editor is key to managing the number of stories and particularly the quality of those stories.
The editor is key to assigning important stories.
I think a paper succeeds if it has an excellent news story and human interest story on page 1, a hard-hitting editorial or local column on the opinion page, a highly readable feature on that page and a compelling sports story and or column. A publisher who wants to quantify news output should judge it by how successful the newspaper is. If it’s not successful, that’s a management problem, not a news reporter’s number of stories.
Count on Your Brain and Your Gut
From Jerry Bellune, publisher, the Chronicle, Lexington, SC
Thanks for another fine edition. Measuring copy is great for bean counters. If you don’t know if your reporters are producing the quality and quantity you think you’re paying for, you’re not paying attention. Edit their copy. Read the paper. Think about what you produce (or produced) when you did their jobs and how they compare. It’s empirical, not economic. Your brain and your gut should tell you who are your stars and who are your plowmen.
Thanks and a tip of the hat to Mr. Sniffin, Mr. Heinzman and Mr. Bellune.
Scholarship Program for Nonprofit Groups
From Jerry Bellune, publisher, the Chronicle, Lexington, SC
About non-profits, some have little money and no marketing savvy. Run their stuff if you have room, think your readers are interested and believe their cause is worthy.
We offer a scholarship program. For a $1,000 investment, $250 per quarter, we give them $2,000 in advertising. Good deal for both of us. Three non-profits are participating now and another is starting next month.
We offer them $2,000 in color print and online advertising for $1,000 up front which gives them an incentive to pay in advance. They can also handle it quarterly at $300 a quarter.
They also get:1. Placement in our weekly events calendar.2. Publication of news releases they submit and we edit down to fit available space.
We may cover their events based on photo value and our manpower or they can submit photos from their events.
With digital camera phones, everybody is a photographer. We coach them on what kinds of photos to take and to get IDs for everyone in a photo.
Again, thanks and a tip of the hat to Mr. Bellune.
My Advising Service
Are you concerned about your newspaper’s financial performance? Is it time to step back and analyze where your newspaper is as a business, and where it’s headed? I offer an advising alternative that covers all the bases but is done by email and telephone, and costs about half as much as an onsite visit. The process will pay for itself ten times over (and probably much more) within a year. For details, just drop me an email to blummer@aol.com.
From a Fan
“A fresh perspective . . . ”
Luke Slaton – The Moulton (AL) Advertiser – “I had been in the newspaper business over 20 years when I asked Ken Blum to review our operation. He brought a fresh perspective and a wealth of experience that helped us see opportunities that we had been missing. We received his report in April and had recouped our investment in his services a few times over by the end of the year. His suggestions were detailed and practical.”
Thanks and a tip of the hat to Mr. Slaton
Write at any time
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Ken Blum
Publisher
Butterfly Publications
909 N. Crown Hill Rd.
Orrville, OH 44667
330 682-3416
Fax-330 682-3415
blummer@aol.com