imPRESSions Free Community Papers of New York
Association of publishers of free distribution shopping guides, newspapers and periodicals throughout New York State
AUTUMN/HOLIDAY 2016
Inside this issue: FCPNY Spring Conference Dates Announced Get ready for Graphic Awards
TABLE OF CONTENTS
Save the Date for our Spring Conference April 7-8, 2017 Executive Director’s Message
President’s Message
6
5
3
SALES 101
News from the Information Industry by Joe Mathes
News from Bartash
Dan Holmes
[email protected] PRESIDENT
David Grayson Publisher, LeRoy Pennysaver
facebook.com/fcpny Connect on LinkedIn
AD SALES
Tom Cuskey
[email protected]
8
1 2 Board of Directors .............................................................. 16 Associate Members..................................................................... 1 8 Legalese with Nick Fiorenza ............................................. 2 0 SMC Update with Donna Hanberry .................................... 2 3 Kevin Slimp - Pressing Issues ...........................................
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PUBLISHER/EXECUTIVE DIRECTOR
Sales & Training Director’s Message
9 25
GRAPHIC DESIGN/LAYOUT
ADVERTISING, EDITORIAL & PRODUCTION FCPNY 109 Twin Oaks Drive Suite C2 Syracuse, NY 13206 Toll Free: 877-275-2726 Fax: 877-790-1976 www.fcpny.com
FREE COMMUNITY PAPERS OF NEW YORK
– NEWSLETTER –
Published for the benefit of our members.
Volume 39 Number 4 • Autumn/Holiday 2016 FCPNY is not liable for errors appearing in advertisements beyond the cost of the space occupied by the error, and notification must be made in writing within 10 days of publishing. The right is reserved by FCPNY to edit, reject or cut any copy without notice. NO CASH REFUNDS.
@fcpnynow
The opinions of the individual contributors or correspondents do not necessarily reflect those of the publication or its management.
fcpny
FCPNY may include material produced under copyrighted or syndicated ad service. Permission of the publisher must be obtained before copying any of the material from any issue of the FCPNY Newsletter.
page 2 AUTUMN/HOLIDAY 2016
www.afcp.org
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www.ifpa.com www.cvcaudit.com www.paperchain.com
GREETINGS
Dan Holmes
From the Desk of Your EXECUTIVE DIRECTOR
It is with deep regret that I begin this quarter’s article with the
Tom can be reached at the office until his scheduled departure at
announcement that Tom Cuskey – who has served as our sales and
315-472-6007 or at
[email protected]
training director – has submitted his resignation, effective January 9th. Tom has been asked to fill a vacancy at his church in the role of
My goal and that of your board of directors will be to continue to
business manager and feels it is an opportunity that he must accept.
provide valuable benefits and support to our FCPNY membership.
Tom has worked tirelessly to develop training options for FCPNY
Your viability and the health of your business is our exclusive focus.
members and to stem the decreases in our classified and display advertising networks. He has been somewhat frustrated by a lack of
Graphic Awards
engagement on the part of the membership in his training sessions,
Immediately following the holiday season you will receive the graphic
both live and via webinars. He also shares my concern with the
awards brochure and registration materials. This is your opportunity
long-term viability of the advertising networks, the financial base
to showcase the professional work you create for your customers.
of all free paper industry associations.
Be sure to look for the awards materials and submit your best work from 2016. There are two primary benefits to submitting your entries.
Tom’s commitment to the industry cannot be questioned, evidenced
There is nothing like winning awards to inspire your production team
by his agreement to provide training and written procedures to
to greater heights. Everyone strives for recognition and bringing home
assure a smooth transition for me and Nina, our office assistant.
an FCPNY Graphic Award represents the recognition of your peers throughout the state.
The executive committee has met to discuss the appropriate direction of FCPNY going forward and has tentatively decided to continue the
The awards are also valuable sales tools for your advertising
operations without a replacement for Tom’s position. We will continue
consultants. Your advertisers appreciation can only grow when you
to meet to discuss appropriate strategies that will be presented to the
share the fact that your creative talent has been recognized as the
full board of directors at our January meeting.
best in New York State. What better way to increase your customer’s confidence in your publication!
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page 3
Executive Director’s Message (cont.)
Always be prepared to sell network ads -download our most recent media kit HERE
If you have any questions when you receive the brochure just give us a call at the office and we will help you. Get ready for our Spring Conference I am also pleased to announce that on April 7th and 8th FCPNY will partner with the New York Press Association and the New York News Publishers Association to present the largest print media conference in our history. We anticipate more than 400 attendees for this collaboration of the strongest media associations in the state. Mark your calendars now and plan to attend this multi-faceted convention to be held at the Gideon Putnam in Saratoga Springs. There will be more than 32 concurrent presentations spanning the many disciplines of our business. Well known speakers like Diane Ciotta, Ryan Dohrn & Russell Viers wil provide educational and inspiring presentations in Advertising Sales, Technology, Production & Design, Management, Editorial & Digital verticals. Plus, our Annual Graphic Awards Ceremony will be held during lunch on Saturday AND many fabulous social and networking opportunities will be available to share your successes and concerns with peers from across the state. We will miss Tom Cuskey’s contributions both personally and professionally but the mission must continue, and it will. Stay tuned for details on the Graphic Awards contest and the FCPNY Spring Conference. Until next time, Happy Holidays to everyone, your membership is so important to us. Make the most of it by participating in the many benefits and events that we provide for your professional growth and prosperity.
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SHARE THE NEWS We are happy to email a PDF and a link to the online flip-book of our newsletter to any and all of your staff members. Simply send us a list of names and emails to:
[email protected]
SAVE THE DATES
FCPNY Spring Conference April 7th & 8th, 2017 In collaboration with NYPA and NYNPA at the Gideon Putnam in Saratoga Springs
THIS IS BIG Choose from up to 32 separate breakout sessions with industry leading speakers like Diane Ciotta, Ryan Dohrn & Russell Viers Educational tracks in Advertising Sales, Technology, Production & Design, Publishers & Management, Editorial & Digital Plus our Annual Graphic Awards Ceremony AND some fabulous social and networking opportunities WE EXPECT MORE THAN 400 PEOPLE IN ATTENDANCE --- MARK YOUR CALENDAR AND WATCH YOUR MAIL & EMAIL FOR ADDITIONAL INFORMATION
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page 5
A MESSAGE From Your BOARD PRESIDENT
On behalf of the board of directors and FCPNY staff, we wish you and your loved ones a happy and healthy holiday season!
David Grayson
LeRoy Pennysaver Owner & Publisher President, FCPNY
page 6 AUTUMN/HOLIDAY 2016
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David Grayson
ENTER THE 2017 GRAPHIC AWARDS
(You can’t win if you don’t enter!) Sometime soon (and perhaps you’ve already received it) an email will come your way announcing the 2017 Graphic Awards. This is your opportunity to shine – here’s why it’s so important for you to enter:
UNSOLD AD SPACE = $$$ GROW REVENUE WITH UNSOLD AD SPACE!
Pay-Per-Call Publishers Wanted!!! Place small classified or display ads in your unsold ad space. WE PAY YOU for the calls you generate! We offer: • High converting, unique campaigns • Regular monthly payouts • Personal assistance in selecting campaigns that will work best for you. American Classified Services, Inc. Call Leigh Ann: 618-351-7570 or apply online at PPCProject.com
Prestige – anything you can do to bring positive attention to your company from a recognized independent third party is worth your best effort. This separates you from lesser competitors. Personnel – your staff will take great pride in knowing they have contributed to an award winning publication and they will value you for affording them the opportunity for honor. Promotion - winning awards for editorial, photos, ads, excellence and so on gives you the privilege of promoting your creative and journalistic success to your community, your customers…and your company! NO CHARGE TO ENTER GENERAL EXCELLENCE Every member publication should at least submit an entry for General Excellence. There is no charge to do so and it not only gives you the chance to become a champion, it affords you and your staff the annual opportunity to review your publications, to make improvements and to celebrate internally the things you do so well.
LOOK FOR OUR ENTRY BROCHURE ENTRY DEADLINE IS MONDAY, FEBRUARY 13 imPRESSions AUTUMN/HOLIDAY 2016
page 7
A MESSAGE
Tom Cuskey
From Your SALES & TRAINING DIRECTOR “So long, farewell, auf wiedersehen,
During that time I served as a volunteer and
1. Be nice to everyone
good night. I hate to go and leave
board member of FCPNY for many years prior
– first rule of sales. Smile
this pretty sight.”
to coming on board here full time and I have
at all, speak to everyone and treat each like
immensely enjoyed my association experiences,
you want to be treated.
many of them shared with you and your
2. Be humble – Donald Trump may have risen
colleagues. I’ve been blessed…literally. In 2010,
to the top of the business and political worlds
I was ordained a permanent deacon in the Roman
with a lot of bravado but those who provide
Catholic Diocese of Syracuse, assigned to my
the best service to others usually do it quietly,
home parish in Liverpool. Being a deacon is
earnestly and effectively.
a part-time commitment that offers full-time satisfaction. I’ve been preparing for a day down the road when, in retirement, I could get more From The Sound Of Music as performed by
involved in leadership of a parish. That opportunity
the children
has come much closer, much sooner than
3. Be a listener – if you’re talking you’re not learning. Pay attention – signs of what your customers and colleagues need are always there if you listen for them.
expected. In January, I will become the business
4. Be honest & sincere – if you always tell the
Those of you who recognize those lyrics from
manager and pastoral associate at my home
truth you’ll never have a problem remembering
the classic Sound of Music film adaptation
parish, a step that will hopefully better prepare
what you’ve told this one or that one. If you
featuring Julie Andrews can probably visualize
me for what I believe is my life’s true calling at
screw up, own it and make good. You’ll sleep
the children lined up for performance, each one
this juncture. Unfortunately, that means I leave
better – and that gives you more energy to
getting booted off the stage, in succession, as
this fine organization and all of the wonderful
work harder and smarter tomorrow.
they sing “good-bye”. This column is my good-
people I’ve come to know and love through
5. Be industrious – plans only work if you do.
bye offering to you (no singing, don’t worry) as
the years. Many heartfelt thanks to Dan Holmes for his
I prepare to tackle a new opportunity in life. All of that said I’d like to leave you with a few
friendship, guidance and support. Thanks, too,
It’s been almost four years since I joined the
“spiritual” parting sales training thoughts that
to our board of directors for their support.
staff at FCPNY following a long, happy career
I hope will contribute to your success:
Finally, thanks to all of you for allowing me
with the now defunct Scotsman Press in Syracuse.
to be a part of your professional efforts and personal goals. God bless!
page 8 AUTUMN/HOLIDAY 2016
imPRESSions
Tom
NEWS FROM THE INFORMATION INDUSTRY By Joe Mathes DIGITAL ADVER TISING STRATEGI ST
Even digital brands investing ad dollars in
consumers face a flood of different car shopping options online.
traditional media
However damaged the relationship may be, the steps toward regain-
The Enduring Relevance of Reach. A number of impor-
ing automotive advertising revenues back isn’t an insurmountable
tant brands have begun to rethink their digital strategy,
task. In fact, the healing process for many newspapers and their
with a mix of reach and on-target in mind. Even digital-
local auto dealers has already begun.
originated brands are increasingly investing ad dollars on traditional media in order to attain greater reach
and create scale.
Read more Here’s how media giants see the future of advertising Consumers continue to increase their time spent consuming digital
But regardless of sector, they have all invested in reach as a way to
media, while advertisers continue to increase their ad budgets into
reach consumers and increase brand awareness. Read more
digital channels.
How Newspapers Can Gain Back Auto Dealers as Advertisers
The influx is not expected to let up in the near future. The US digital
For years, the pitch from a newspaper’s sales team to its local auto
advertising industry will continue to experience remarkable growth
dealers was simple: pay us a price and we’ll give you the ad space.
through 2021 to reach nearly $100 billion in annual revenue, driven
Whether or not the advertisements displayed in a newspaper actually
primarily by the sustained migration of ad dollars from traditional TV
translated to cars being sold off the lot mattered very little. After all,
to digital video and the continued increase of social spending.
the dealers didn’t necessarily have much choice.
Read more
Fast forward to 2016, and the landscape of the automotive advertising
Pull your head out of your butt. News isn’t free.
industry, like every other advertising category, poses a laundry list of
News isn’t free, and the faster we get to this realization as media companies, the better we will be as an industry.
challenges for newspapers. What was once a powerful partnership between publishers and auto dealers has since been strained as
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page 9
NEWS FROM THE INFORMATION INDUSTRY (CONT.)
Covering the news of the day costs money. It takes resources to employ
Need help developing a digital strategy for your publications? Contact Joe here.
Click here to review back issues of his newsletter.
It’s been coming for years, of course.
a professional reporter, buy equipment, maintain a printed paper and website, and basics like turning the lights on every day.
While traditional media has declined, online has been gaining,
Read more
and next year will mark a significant shift in which digital in all its forms becomes dominant.
Media buyers to Facebook: Clean up your act Yet another mess-up in metrics raises fresh doubts about its numbers. It’s happening again. And media people are really starting to get miffed. For the third time in three months, Facebook admitted to miscalculating its metrics, disclosing the problem in a blog post. This time the glitch was nowhere near as problematic as the last two were for advertisers. The issue relates to miscounting of emojis and likes of live videos, as well as discrepancies in the numbers reported for web links. However, even though the problem won’t really impact advertisers, buyers say it’s a reminder that they need to stay vigilant about all digital data.
which have been trickling out for the past week, as they do each December. Read more Expanding The Digital Footprint Of Small Businesses With Mobile And Local As hard as it is to believe, 60% of very small businesses (made up of one to five people) still don’t have a website, according to a survey by RedShift Research. And as you might expect, companies without a website will more than likely remain invisible to people searching for immediate solutions and products via mobile. So get that website; do not be left behind.
Read more Five ad spending trends to watch for next year Digital will outpace TV for the first time, according to two new forecasts. Next year digital will finally surpass television as the top ad spending medium.
page 10 AUTUMN/HOLIDAY 2016
That’s according to the latest round of 2017 ad spending forecasts,
In the U.S., more than 90% of adults have mobile devices, according to Pew Research Center, and most of the time they are kept within arm’s reach. One of the great advantages of mobile is the connection small businesses can make with those consumers while they’re on the move. Read more
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NEWS FROM THE INFORMATION INDUSTRY (CONT.)
Need help developing a digital strategy for your publications? Contact Joe here.
Click here to review back issues of his newsletter.
Social Ad Spending Poised To Pass Newspapers
The strategy worked. The combined company has become profitable
Global spending on social media advertising will overtake newspapers
and recently hit a new high in subscribers.
within the next four years, according to the latest media expenditure forecast from ZenithOptimedia, released on Monday. While impressive,
Could Sirius XM help another struggling digital audio company?
it’s worth keeping in mind that the apparent shift in favor of social media
We may soon find out.
is also partly the result of continuing declines in print ad spending. Read more
Read more A new type of cord-cutting: Snipping broadband
Self Magazine Going All Digital
People are starting to chop their subscriptions to save money. When
Self Magazine is going all-in on digital. The woman’s publication says its
you think of cord cutting, you undoubtedly think of people giving up
February issue will be its last regular print production, with the exception
their subscriptions to pay TV in order to save money.
of occasional special issues based on health and wellness topics. But it may be time to broaden that definition. The move to an all-digital publication isn’t surprising at a juncture when print advertising continues to be challenged as marketers shift their ad
There’s new evidence that people are cutting the cord on something
spending to online, mobile and video. Condé Nast is the magazine arm of
else as well - broadband internet.
closely held Advance Publications Inc. Read more
The finding comes in a new report from Ovum, a media and telecom research firm, which notes that several companies have seen more
Pondering the future of troubled Pandora SiriusXM signals interest in the internet radio company. Nine years ago,
than one quarter of decline in broadband. Read more
when rival satellite radio services Sirius and XM were both gaining subscribers while bleeding money, the two merged into one in an attempt to stem the bleeding.
imPRESSions AUTUMN/HOLIDAY 2016
page 11
By Kevin Slimp, “THE NEWS GURU”
Meeting Deadline! Learning to get along at crunch time A few years ago, I spent
send the PDF files to me so we could get the
several days with a news-
paper out.
paper in Tennessee. They were converting from an
About ten minutes passed and we still didn’t
editorial workflow based
have the sports pages. I walked back to his
on QuarkXPress to InDesign
office and told him we needed those pages.
and asked if I would be on
“You’ll have them in just a minute,” he told me.
hand when they sent their first issue using the
and I was there to make sure the paper got out on time. That’s when I came up with what seemed
new system to press. There wasn’t much for me
Five minutes passed, and his pages still hadn’t
to do while the staff cranked out pages. I was
arrived. I made the familiar march back to his
simply there to look over the PDF files before
office and, trying to be as gentle as possible,
“Do you want me to write something to fill the
they went to press.
asked where his pages were. “I still have this
hole?” I asked. “That would be great. Would you
hole,” he told me.
really do that?” he stammered.
to see if all the pages had been converted to
I suggested he fill the whole with a photo or
I quickly walked to the publisher’s office and
PDF when I realized a couple of pages from
house ad or something. We were past deadline,
asked if he minded if I wrote a story so we
the sports editor were missing. I walked down
after all. That’s when I got the real story. “The
could get the paper out. “Sure. That would be
the hallway to his office and asked about his
publisher told me if I kept filling space with extra
great, if you don’t mind,” he answered.
pages. “It’s almost ready. I just have this hole
photos and house ads, he was going to fire me.”
like the only way to get the paper to the press.
Deadline was 3:00 p.m. I remember checking
to fill,” he told me. The hole was about three columns by five inches or so. I told him to get the hole filled and page 12 AUTUMN/HOLIDAY 2016
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Double-checking to be sure I didn’t get the young Quite the conundrum. I certainly didn’t want the
sports editor in trouble, I stopped by the editor’s
young man to be fired, but deadline is deadline,
office and asked if it was OK with her.
SLIMP CONTINUED
It was June, long before college football season
I have had the opportunity to work on-site with
Reporters/Writers/Editors: Ads come in at
was set to begin, and in less than five minutes,
thousands of newspapers over the years, and a
the last minute. Without ads, we don’t have
I wrote “Kevin’s Pre-Preseason SEC Football Picks.”
person can’t help but learn a few things in that
papers. Stories must be cut. Room must be
much time.
made. Paginators are doing their best to get
It was one of those fluff pieces. What did I know
your 1,400 words to fit in a space big enough
about the upcoming college football season? I
It’s deadline, and like many of you, I have to get
for 800 words. Do not take edits personally.
remember writing, “Florida will win the SEC East
this column out. In an effort to get that done on
Most of my syndicated columns go through
because they always win the SEC East.”
time, let me share a few helpful hints for those
a minimum of two editors, sometimes more.
of us doing our best to get the paper out at
I thank them for each suggestion and rarely
deadline:
ignore them. More concise writing leads to
Two days later I thought I was seeing things when I saw my column appear in other news-
better stories. I take my word count seriously
papers. Apparently there were a lot of holes to
Paginators: Ads are going to come in at the last
fill that week in papers across the South.
minute. Changes are going to be requested. A
and gladly adjust it when necessary.
change isn’t a personal attack. When I owned
I could easily write 2,500 words on the topic
Deadlines are funny things. Writers hate them
an advertising business years ago, my biggest
of deadlines, but I have a limit of 1,000 words
because they force them to finish a column
client told me the thing companies loved about
for this column. Plus, as I look at the clock I
when they don’t know what to write, then they
working with me was I didn’t take it personally
realize my deadline is right now and editors
are forced to make changes to accommodate
when there were changes to be made.
are waiting by their email.
them because the advertising staff can’t seem
Ad Reps: Be as patient as possible with your
My final advice concerning deadlines: Be
to get ads in by deadline. Sales staffs hate them
customers. The paper shuts down without them.
considerate. Put yourself in your coworker’s
because the paginators always get mad at them
Be gentle with your designers as well. They have
shoes. It’s not the end of the world. It’s just
for bringing in last-minute ads. And printers hate
a deadline to meet. Understand your business
deadline.
them because no one seems to meet them. And
office isn’t trying to keep you from making
customers, well they just want to get their paper
commission. Everyone is just trying to meet
on time.
the deadline.
last minute space adjustments. Paginators hate
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page 13
SALES 101
Sell beyond the overlap
presented by your FCPNY Sales Management Division
By John Foust, Raleigh, NC
Each quarter, this special section features articles written by your fellow FCPNY sales managers and publishers, as well as relevant items of interest from sales trainers, authors and contributors. We expect that you will find these articles informative and timely, and we encourage you to share them with your sales staff when you feel it is appropriate. If you are a sales manager and would like to be involved with the FCPNY Sales Management Division Board, or if there is a particular topic that you would like to see addressed in future editions, please email your request to Dan Holmes at
[email protected]. Gary Hill Lake Country Pennysaver PRESIDENT
According to Meredith, when a sales person focuses on things that the competition can do just as well, there’s little chance for differentiation. The prospect thinks, “Why buy advertising in Choice A, when Choice B offers the same thing?” Here are some common areas of overlap:
Scarlette Merfeld Denton Publications 1ST VICE PRESIDENT
1. Audience: “To sell beyond the overlap, this is a good place to start,” Meredith said. “The number one media question that advertisers have is: ‘How many prospective buyers will my ads reach?’ All sales people talk about audience, but not many of them acknowledge the fact that other media choices reach some of the same people.”
Karin Weale RW Publications
Rita Butters Southern Tier Shopper
Daria Reitknecht Genesee Valley Penny Saver
Selling beyond the overlap forces you to analyze how many of your advertiser’s prospects you – and your competitors – can reach. With facts on your side, your selling approach becomes: “Of course,
Lisa Thomas Chase Media Group
page 14 AUTUMN/HOLIDAY 2016
Meredith has been selling advertising for many years. “Watch out for overlap,” she told me. “It’s a big challenge in the sales profession. Just like all companies who compete with each other, my paper and my competitors offer a lot of the same things. I’ve heard that – depending on the industry – feature overlap can be more than 50 percent.”
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we cover x-audience, like so-and-so does. But let me show you where we reach more people (better quality buyers, etc.)” “Even when you’re selling against TMC (Total Market Coverage) products, there can be gaps in coverage,” Meredith said. “You’ve just got to look for them.” That leads us to another possible source of overlap. 2. Market research: More and more media companies are offering research services to their advertisers. This can be a good point of differentiation. “It’s important to promote your research department as an objective source of information,” Meredith said. “If advertisers start to think it’s just to stack the deck in your favor, they’ll turn away.” 3. Ad production: “Although most media companies are capable of producing ads, this is where you can put some distance between you and your competition,” Meredith explained. “Unless your prospect uses an ad agency, your creative team will have a big influence on the content and style of the advertising. In fact, you might close the deal, if you have some good examples of ads your paper has created – both print and online.”
4. Flexibility: “Advertisers are concerned about adaptability,” Meredith explained. “How quickly can they adjust to shifting market conditions? Obviously, dailies can outmaneuver weeklies, and weeklies can outmaneuver monthlies. On the other hand, it looks like online marketing levels the playing field. But there are bound to be gaps.” 5. Customer service: “Actions speak – and sell – louder than words,” Meredith said. “Everybody talks about their great customer service, but how many actually walk the talk? If your competitors are slack in this area, you can position yourself as extraordinary. “It’s better to talk less – and do more – about customer service. Demonstrate your customer-centered philosophy by returning phone calls and emails right away, by keeping your accounts informed about their ads, and by sending hand-written thank you notes.” © 2016 by John Foust. All rights reserved. John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad departments are using his training videos to save time and get quick. Email for information:
[email protected]
SALES 101
You’ve Got Mail By Lisa A. Thomas, Chase Media Group
As the demand for digital grows, it’s not surprising that technology has become a prevalent part of advertising and media. After all, in this day and age people are all about having everything and anything at their fingertips. E-Delivery is easy, fast and convenient for all readers, and it’s proving to be quite successful. It contributes to our goal of maintaining the momentum needed to move forward for change to maintain readership and advertisers. We needed to make some tough choices regarding our distribution model of full saturation mailing as a result of the constant postal rate increases and the steady decline in service. We took a step back and asked a simple question. What are our customers’/readers’ needs, and how do we find the right way to communicate them? We implemented a new “Demand Distribution” system. Distribution partners were added throughout our market in various types of local businesses so that our customers could easily pick up the PennySaver while they were “out and about” living their lives. Another option we offer is direct access to our website where the digital edition of The PennySaver can be viewed online. We use ISSUU, a digital publishing platform, to upload our books on a weekly basis; however, the most important feature we implemented is electronic delivery or E-Delivery.
Our tag line is: PennySaver — We’re Everywhere You Are! We really are everywhere you are — mailboxes, where you shop, online and now directly to your inbox — so you can access the PennySaver right from your mobile device! How it works: It’s simple — a reader signs up with an e-mail address and requests the edition of the PennySaver they would like forwarded directly to their e-mail inbox every week. That’s it! A consumer can view the PennySaver on their computer or mobile device. Everything they had access to before is delivered to them even faster now. We blast the books out on Tuesday afternoon which is a day earlier than our date of publication, and in some cases two days prior to the post office delivery. We’ve made it quite easy for our readers to sign-up for E-Delivery by promoting the option through print ads in the PennySaver which direct consumers to our website, banner ads, e-mail marketing and social media —Facebook, Twitter and Linkedin — to engage and encourage signups. In the marketplace we pass along Palm Cards, and our sales staff encourages sign-ups, both over the phone and in person when customers place their advertisement orders.
The PennySaver has been part of the fabric of the community for over 58 years and plans to keep pace with the ever-changing marketing landscape. We must embrace the increased pressure to “boost digital” revenue streams to compensate for lost revenue and reconsider the format of our print product and the way it is both delivered and consumed.
imPRESSions AUTUMN/HOLIDAY 2016
page 15
Higher standards. Better results. All of these audit promotions are included in the cost of your audit:
FCPNY BOARD OF DIRECTORS FCPNY is one of the oldest and largest state organizations of free circulation papers. Over the past several years, we have grown to be one of the most active. The members of our board of directors have donated
• Display the CVC logo
countless hours to our association, and we take this opportunity to say “thank you” to:
• Sign up for free conference call training • Let us send a local audit promotion to your advertisers • National & Regional Audit Promotion CD • Free online readership studies
PRESIDENT David Grayson*
1ST VICE PRESIDENT Bridgette Stewart*
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TREASURER Karen Sawicz*
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The Hi-Lites, Watkins Glen
Syracuse New Times
Lake Country Media, Albion
Dan Alexander Denton Publications, Elizabethtown
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James Austin
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page 16 AUTUMN/HOLIDAY 2016
imPRESSions
Chuck Palermo
Randy Shepard
Richard Snyder
Steve Harrison
Cheryl Tears
Wayuga Printing & Publishing, Red Creek and Wolcott
County Shopper, Delhi
Snyder Communications, Norwich
Genesee Valley Publications, Avon
The Merchandiser, Clifton Springs
* Officers serve on both the FCPNY and CPAN Board of Directors
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imPRESSions AUTUMN/HOLIDAY 2016
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ASSOCIATE MEMBERS By Patronizing Our Associate Members... We Say Thank You for Their Support AdMall/Sales Development Services Inc. Virtual sales assistant for media advertising.
Denise Gibson 600 N. Cleveland Ave., Suite 260 Westerville, OH 43082 Phone: 304-863-6748 Fax: 800-548-4223
[email protected] www.admall.com
ANOCOIL Corp. The largest independent manufacturer of plates in North America. A pioneer in the development and manufacture of digital and analog printing plates for the newspaper and commercial printing markets.
Jay Faulkner 60 E. Main St. P.O. Box 1318 Rockville, CT 06066-1318 Phone: 860-871-1200
[email protected] www.anocoil.com
Barrett Concepts Provides an array of web services and consulting.
Brad Barrett 138 Palm Coast Pkwy., Suite 187 Palm Coast, FL 32137 Phone: 888-567-9483
[email protected] www.barrettconcepts.com
page 18 AUTUMN/HOLIDAY 2016
imPRESSions
Bartash Printing, Inc.
CoolerAds.com
Kamen & Co. Group Services
Printer of weekly newspapers, direct mail shoppers and niche publications such as real estate, auto, parenting, boating and more.
Offering Web solutions for community papers.
Free distribution newspaper, shopper and magazine appraisers, and broker and management consultants.
Eric Roberts 5400 Grays Ave. Philadelphia, PA 19143 Phone: 215-724-1700 Fax: 215-724-3313
[email protected] www.bartash.com
Buffalo News (The) Newspaper printing, commercial sheet fed printing, bindery services, website design, website and search optimization, distribution services, direct mail, TMC and insert printing.
Bryan Carr 1 News Plaza Buffalo, NY 14240 Phone: 716-849-4171
[email protected] www.buffalonews.com
Circulation Verification Council (CVC) Circulation audits and readership studies.
Tim Bingaman 338 S. Kirkwood Rd., Suite 102 St. Louis, MO 63122 Phone: 800-262-6392 Fax: 314-822-0666
[email protected] www.cvcaudit.com
Joe Nicastro 5 Vista Dr. Flanders, NJ 07836 Phone: 973-809-4784 Fax: 240-332-7489
[email protected] www.coolerads.net
Independent Free Papers of America (IFPA) Community newspaper association of member publications with independent owners.
Gary Rudy, Executive Director 107 Hemlock Dr. Rio Grande, NJ 08242 Phone: 800-441-4372 Fax: 609-889-8359
[email protected] www.ifpa.com
JB Multimedia, Inc. Displays publications online with an interactive digital edition.
Robert Durso P.O. Box 704 N. Bellmore, NY 11710 Phone/Fax: 888-592-3212
[email protected] www.jbmultimedia.net
Kevin B. Kamen 626 RXR Plaza, West Tower, 6th floor Uniondale, NY 11556 Phone: 516-379-2797 Phone FL Office: 727-786-5930
[email protected] www.kamengroup.com
MediaBids.com Mediabids’ free, online tools allow publications to sell ads in print and digital editions to businesses across the U.S. Additionally, newspapers can run customsized ads from national, direct-response advertisers and get paid for each call the ads generate.
June Peterson 448 Main St. Winsted, CT 06098 Phone: 860-379-9602 Fax: 860-379-9617
[email protected] www.mediabids.com
Metro Creative Graphics, Inc. The largest and most comprehensive adbuilding, revenue-generating, art and advertising service. Available online at MetroCreativeConnection.com
Gwen Tomaselli 519 Eighth Ave. New York, NY 10018 Phone: 800-223-1600
ASSOCIATE MEMBERS Fax: 212-967-4602
[email protected] www.metrocreativegraphics.com
MSG Payment Systems Comprehensive menu of payment systems, including credit and debit card processing; eCommerce; recurring payments; ACH/eCheck processing; mobile payments; payroll; Customer Information Manager; and more.
Paul Huntley 10555 New York Ave., Suite 101 Urbandale, IA 50322 Phone: 888-697-8831 Fax: 515-334-7461
[email protected] www.msgpay.com
MultiAd Providing virtually everything needed to create and sell retail, classified and co-op advertising. The industry’s largest selection of art, ads, photographs and more.
Mary Armstrong 1720 West Detweiller Dr. Peoria, IL 61615 Phone: 800-245-9278, ext. 5324 Fax: 309-690-5989
[email protected] www.multiad.com
North American Precis Syndicate, Inc. (NAPS) Nationwide distributor of free, noncopyrighted features (health and fitness, home improvement, car care, bridal, holidays, etc.) to newspaper editors.
Gary Lipton
415 Madison Ave., 12th floor New York, NY 10017 Phone: 212-309-0107 Fax: 800-440-4329
[email protected] www.napsnet.com
Penny Lane Promotional Products Penny Lane Promotional Products - Receive a 10% commission for any order your company places through Penny Lane! Use promo code: FCPNY. Visit our terrific website and choose from over 1 million products. Apparel too!
sizes. SCS’s Community Advertising System packages the core systems a publisher needs to put out a paper, from ad order entry and accounting to ad dummying and pagination. SCS also provides on-premise equipment to run the system and 24/7/365 support as part of an affordable monthly subscription.
Phil Curtolo 630 Municipal Dr., Suite 420 Nazareth, PA 18064 800-568-8006
[email protected] www.newspapersystems.com
Lorie Browne:
[email protected] Shannon DiFranco:
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Standard Rate & Data Service (SRDS)
Saturation Mailers Coalition (SMC)
David Crawford 1451 Millmoore Terrace Dacula, GA 30019 Phone: 770-614-0588 Fax: 847-375-4606
[email protected] www.srds.com
SMC represents saturation mailers— including free papers, shared mailers, and coupon envelope mailers—that share a common interest in maintaining fair and reasonable postal rates and regulations.
Donna Hanbery 33 South 6th St., Suite 4160 Minneapolis, MN 55402 Phone: 612-340-9350 Fax: 612-340-9446
[email protected]
Software Consulting Services, LLC Founded in 1975, SCS’s business is providing software to newspapers of all shapes and
Connects publishers with media decision makers all day, everyday. SRDS.com has powerful functionality to help buyers select markets and newspapers in which to place their advertising dollars.
Trumbull Printing A full-service commercial printer with complete prepress, binding, mailing, inserting and shipping capabilities. Specializing in news-papers, publications, shoppers, catalogs, magazines, directories, coupon books, college course catalogs, business and financial periodicals, freestanding inserts and advertising supplements.
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Associate members enjoy professional access to our publishers and decision makers as well as complimentary booth space at all of our conferences. Contact Dan at
[email protected] for more information
imPRESSions AUTUMN/HOLIDAY 2016
page 19
LEGALESE By Nick Fiorenza FERRARA, FIORENZA PC
New Overtime Rules Delayed
A federal judge in Texas issued an order on
an employee had to be paid at least $455 per
November 22 delaying the implementation of the
week to satisfy this test. The new rule required
U.S. Department of Labor’s (DOL’s) new overtime
that an employee be paid at least $913 per week.
regulations. As most of you are probably aware, the new regulations governing who is exempt and
In finding that the plaintiffs challenging the new
non-exempt from receiving overtime under the Fair
regulations were likely to prevail in this lawsuit,
Labor Standards Act (FLSA) was scheduled to go
Judge Mazzant noted that:
into effect on December 1, 2016. That is no longer the case. However, this delay is not necessarily
“…this significant increase to the salary level
permanent. As noted by the presiding judge, Amos
creates essentially a de facto salary-only test. For
Mazzant, this is only a preliminary injunction which
instance, the Department estimates 4.2 million
“… preserves the status quo while the court deter-
workers currently ineligible for overtime, and
mines the department’s authority to make the final
who fall below the minimum salary level, will
rule as well as the final rule’s validity.” In other words,
automatically become eligible under the Final
the new regulations could still be implemented if
Rule without a change to their duties.”
the courts ultimately find in favor of the DOL in this litigation. But, until then, employers may continue
The Judge indicated that the DOL does not have
to follow the existing overtime regulations.
the authority to make such a change, noting, “If Congress intended the salary requirement to
Since 2004, the DOL’s rules required that employees
supplant the duties test, then Congress, and not
pass three tests in order to be considered exempt
the Department, should make that change.”
from overtime: 1) a salary level test; 2) a salary basis
page 20 AUTUMN/HOLIDAY 2016
imPRESSions
test; and 3) a duties test. The new rule only applied
Following the announcement of the Judge’s ruling,
to the salary level test. Under the existing regulations,
the DOL issued a public statement indicating that
LEGALESE (CONT.)
“[w]e strongly disagree with the decision by the
invalidated yet. They are simply delayed at
50-year timeframe, the DOL interpreted the
court…” which suggests that it is considering
this point, pending further court action.
LMRDA as exempting labor consultants and
an appeal of Judge Mazzant’s order. Given that this decision comes only 10 days
attorneys from the law’s “persuader activities” “Labor Persuader Rule” Permanently
reporting requirements when they provided
Blocked by Federal Court
services to employers, but had no direct
prior to the scheduled implementation date,
contact with employees. This was known as
most employers have already taken action
On November 16, 2016, another federal
to comply with the new regulations (e.g.,
court in Texas permanently blocked the
raising salaries, reclassifying employees as non-
implementation of the DOL’s so-called “Labor
The DOL’s Labor Persuader Rule was designed
exempt, etc.). While it would likely damage
Persuader Rule.” The rule would have required
to remove this advice exemption. Specifically,
employee morale to rescind salary increases,
employers to publicly disclose their contractual/
it required both employers and their lawyers/
many employees would welcome regaining
financial relationships with labor consultants
consultants to file the disclosure reports, even
their exempt status. As a number of our
and even their employment attorneys.
if the lawyers/consultants had no direct contact
clients have discovered in this process, formerly
the “advice exemption.”
with the employees. It also expanded the
exempt employees are frequently upset with
The DOL first proposed this rule as a
definition of “persuader” activities to include
the prospect of having to keep track of their
modification to the existing regulations
such things as: training supervisors on how to
hours of work (e.g., punching a time card)
under the Labor-Management Reporting and
comply with the convoluted requirements of
despite the prospect of receiving additional
Disclosure Act (LMRDA). The LMRDA (and its
the National Labor Relation Act (NLRA); and
overtime pay. With this delay in the effective
prior regulations) had required for more than
drafting or revising employment policies.
date of the new regulations, these employees
50 years that employers report “any agreement
can continue to be treated as exempt under
or arrangement” where the object is “directly
This rule would have given unions the
the existing rules.
or indirectly, to persuade employees to exercise
opportunity to falsely cast employers in a
or not to exercise…the right to organize and
negative light for simply obtaining much-
That being said, employers should bear in
bargain collectively...” (29 U.S.C. Sections
needed legal counsel. Let’s say, for example,
mind that these regulations have not been
433(a)(4) and (b)(1).) However, during that
that an organizer filed a petition to form a
imPRESSions AUTUMN/HOLIDAY 2016
page 21
LEGALESE (CONT.)
union at the ABC Company. ABC’s owner,
The Texas federal judge had blocked the Rule
being aware that there are complicated rules
by issuing a temporary injunction in June but
about what supervisors can and cannot say
the November 16, 2016 action made the
to employees during a union-organizing
ruling permanent. Specifically, the court
campaign, engages an employment attorney
found that the rule violated federal law
to train the Company supervisors about these
and the Constitution.
rules. Armed with a public disclosure form showing the details of this engagement, the
While the DOL could theoretically appeal the
union could easily (and falsely) portray this
Texas court action, it seems unlikely given the
action as the employer being “desperate” to
upcoming change of administrations. The
keep the union out or using an attorney to
new President will no doubt appoint a new
teach the supervisors how to “trick” employees
Secretary of Labor, who will likely have much
to vote against the union.
different goals and strategies for the DOL.
Three lawsuits (in Arkansas, Minnesota and Texas) were filed to block this Rule, asserting that it: • Infringed on the right of those who seek to give labor relations advice to employers, including associations, attorneys; • Violated the plaintiffs’ First Amendment rights of Freedom of Speech and Freedom of Association; and • Infringed on confidentiality of attorney- client communications.
page 22 AUTUMN/HOLIDAY 2016
imPRESSions
We all grow when membership grows! New members – active publishers and associate members from our industry – are the source of new ideas, new volunteers and new vision. Reach out to neighboring publishers and vendors and ask them to consider joining FCPNY.
Admit it…we all love to brag a little, don’t we? Here’s your chance: Three FCPNY Graphic Awards Categories that EVERY publisher should enter (because it’s so darn easy): 1. General Excellence The Big One. No cutting, pasting or mounting – and it’s free to enter!
2. Best Website Enter online – just give us the web address and your contact info.
3. Best Facebook page It’s a level playing field for publishers large and small…who knows, you just might win! And there are plenty of other advertising, editorial and design categories to enter.
Watch your email for details.
SMC UPDATE By Donna E. Hanbery, SATURATION MAILERS COALITION PRC Finances
remain critical for us to meet the needs
The Postal Service reported its fiscal year-end
of the American public now and well into
Here are some updates
2016 results. (The USPS fiscal year ended
the future.”
and perspectives on
September 30, 2016).
Dear SMC Members:
recent happenings and
PRC Press Release Recommends the President and Congress Address the
looking ahead for all
Due to the unpaid, but accrued, retiree
things postal:
health benefit pre-funding obligation (RHBF),
Financial Condition of the Postal Service
the USPS posted a net loss of $5.6 Billion.
Days after the election, and approximately
But for this pre-funding obligation, the Postal
one month before the PRC is scheduled to
The US Court of Appeals dismissed the
Service would have recorded net income of
embark on a comprehensive review of the
Postal Service’s second appeal of the PRC
approximately $200 Million. Standard vol-
rate making process, the PRC issued a press
decision on the exigency rate request. The
umes were stable.
release calling on the President and Congress
Exigency Appeal Dismissed
industry consensus appears to be that the
“to address the volatile financial condition
Postal Service has now run its course on
The Postal Service described its shipping and
of the US Postal Service.” The release timing
potential appeals and efforts to revive or
package business as a bright spot with a
also accompanied the PRC’s obligation to
keep the 4.3% exigency increase in connec-
revenue growth of 15.8%. First Class Mail
issue a five year report, on how the Postal
tion with today’s regulatory rate process.
revenue and volume declined due to the ex-
Accounting and Enhancement Act (PAEA)
piration of the exigency surcharge and more
was operating to accomplish the goals of
electronic migration.
providing the nation with an effective and
There is still talk about ways the USPS could “get back” some portion of the exigency
efficient USPS.
revenue if various reform bills were passed in
The Postmaster General, Megan Brennan,
lame duck that might add to the USPS rate
stressed that the net losses suffered by the
In its press release, the Commission noted
base. But for now, it appears the fat lady
Postal Service could not be ignored and
that the environment the Postal Service is
has sung.
continued “legislative and regulatory reforms
facing today is remarkably different from
imPRESSions AUTUMN/HOLIDAY 2016
page 23
SMC UPDATE (CONT.)
the mail environment of 2006, when the law
Service to use any available Federal
marketing or advertising purposes, and that
passed. “Mail volume has declined more than
Employee Retirement System (FERS) surplus,
the mail belongs to the “sender” not the USPS.
25% since 2006 coupled with a total net loss
rather than the current requirement of
of $5.1 Billion in fiscal year 2015, despite an
requiring the surplus to be transferred to
It does appears that pleas and comments made
exigent surcharge.”
the retirement health benefits fund.
to the USPS Marketing Department requesting it not require mailers to change (and pay for)
The Commission spoke out with recommen-
Reform Prospects
Postal Service placards, indicia, and software
dations that it asked Congress to consider to
Congress has begun its lame duck session.
showing the new name might be getting some
address and reform the USPS’ financial condi-
There are rumors that some agreement may
positive reception. There is discussion that the
tion. The PRC’s recommendations mirror some
have been reached with the sponsors of the
Service is open to, and willing to allow, indicia
of the recommendations and legislative propos-
House bill and the Senate bills for a “slimmed
to simply include the permit number of a mailer,
als seen in bills introduced in the House and
down” version of a reform bill. SMC is working
without having to indicate any “class” of mail
Senate that may be considered in a lame duck
with other associations to monitor this process
or name, whether “Standard” or “Marketing Mail.”
session. The Commission’s big three included:
and will promptly share with members any news about any bill that might introduce reso-
Appointments
1. That Congress modify the RHBF level
lutions or provisions that could be addressed
The Senate conducted hearings on the pending
and payments schedule to be more
as a rider to other legislation, or in the lame
reappointments of PRC Commissioners Acton
in line with industry norms.
duck session.
and Taub for reappointment for another term on the PRC. The United States Postal Service is
2. The Commission recommends the lengthen-
ing of the amortization period of the
current unfunded liability. Extending the
amortization period would free significant
capital by reducing Postal Service annual
payments. 3. Improve liquidity by allowing the Postal page 24 AUTUMN/HOLIDAY 2016
imPRESSions
Marketing Mail Comments
currently functioning with only one remaining
The USPS has filed Federal Register comments
Postal Board of Governors and his term ends
on changes that will accompany the 2017 price
December 8, 2016. The PRC will still have only
change. A number of industry associations
four out of five members even if Taub and Acton
commented on the proposed change of the
are confirmed. (Their terms officially expired on
name “Standard Mail” to “Marketing Mail.”
October 14, 2016 but they are permitted by
Some of these comments included concerns
law to hold-over for one additional year).
that all “Standard Mail” is not necessarily for
NEWS
SMC UPDATE (CONT.)
The appointment process of postal appointees
system that continues to provide predictability,
has been stalled by a hold placed on postal ap-
and an external pricing benchmark, to keep
pointments by Senator Bernie Sanders (he has
the mail affordable for our members and their
had his own bone to pick with postal closings).
advertising customers.
There is some talk that this “hold” will be lifted or a deal will be made during the lame duck
Your membership and support will be more
session to confirm some appointments so that
important than ever. I will be sending out dues
one or more governors can be approved and
requests around the end of the year. Please
Acton and Taub can be confirmed.
remember SMC in your 2017 budgets and planning.
Survey Required For members that participated in any Postal
If you are receiving this email, and have not
Service promotion involving Advanced or
been a regular contributor to SMC, please make
Emerging Technology or the Sensory & Tactile
it a point to step up today to help our efforts.
Promotions, remember you must complete
For any members in good standing with an
and send in a survey to retain your claimed
active interest in things postal, you are invited
discount. I sent out a reminder to all members
to contact me if you would like to serve on our
with an announcement on the survey require-
Steering Committee. The Steering Committee
ment on November 21, 2016. One of my
meets by phone a few times a year. But I also
members reported back that the survey was
reach out to Steering Committee members
very quick and easy to take.
more often, in between calls, for input by email on issues that could be of concern to
Looking Ahead - Association News On December 20, 2016, the PRC will begin its review of the rate making process. SMC will be working with other industry associations, and on our own behalf, to promote a rate making
our members. If you are interested, please contact me. Meanwhile, I wish everyone a great holiday season.
Bartash Printing, Inc. Expands Executive Team with New VP of Sales and Marketing Philadelphia, PA - - November 16, 2016. Bartash today announced it has named Jay Sterin as the Company’s Vice President of Sales and Marketing. At Bartash Printing, Inc., a leading manufacturer of magazines, niche publications and newspapers, Jay will utilize his extensive sales experience to further drive customer acquisition as well as strategically manage existing accounts to maximize their full revenue potential. “I’m delighted to welcome Jay to Bartash” said Bartash owner Linda Simon.“ Jay’s experience, most recently on the publishing side, brings an understanding and knowledge of the current challenges our clients face, and his knowledge and successful implementation of digital verticals into the publishing landscape will also provide value added benefits not only to our existing clients but future clients as well. Jay’s appointment will help us build on our forward momentum and enable Bartash to further enhance its acquisition and growth strategies.”
imPRESSions AUTUMN/HOLIDAY 2016
page 25
SMC PROMOTION By Donna E. Hanbery, SATURATION MAILERS COALITION Dear SMC Members:
Just one more thing…
The Postal Service has published and posted its 2017 promotions
The Saturation Mailers Coalition participates with a coalition of
calendar and the program requirements for each of its promotions.
other small business associations in the Small Business Legislative
Promotions that are available and are likely to be of interest to our
Council (SBLC). From time-to-time we join with other small business
members include the Tactile Sensory
associations to support efforts to
& Interactive Engagement
reduce government burdens on
promotion and the Emerging & Advanced Technology promotions. These promotions somewhat over-
Upcoming Promotions 2017 Promotion Calendar At-A-Glance 2017 Earned Value Promotion
lap in terms of time frame with one promotion running for 6 months starting February 1, 2017 and the Emerging & Advanced Technology promotion running for 6 months but starting March 1,
2017 Tactile Sensory & Interactive Engagement Promotion 2017 Emerging & Advanced Technology Promotion 2017 Direct Mail Starter Promotion 2017 Personalized Color Transpromo Promotion
2017. The Mobile Shopping promo-
example, SBLC joined with SMC in opposing the USPS efforts to make a permanent increase in postal rates through the exigency case. Most of the time I do not circulate SBLC reports to members. But reform that I thought might be
of interest to many of you in light of the dramatic changes in the
I have not had an opportunity to study the program requirements and do not know, as of this email, if there are significant changes or additional requirements from programs of prior years. I will hope to get out my thoughts after reviewing the guidelines at a later date. Source: RIBBS https://ribbs.usps.gov/index.cfm?page=mailingpromotions
page 26 AUTUMN/HOLIDAY 2016
on some postal issues. For
here is a paper on potential tax
tion runs from August 1until the end of 2017.
small business. SBLC has helped us
imPRESSions
Administration and Congress. SMC will not become active in any issues other than postal issues as that is our sole mission and funding purpose. But if there are reports in the next few months that might be of general interest to members, I may share them.
“Just sell a new network ad and you’re done!”
My 2017 Resolutions… ü
Make more money
ü
Help my customers
ü
Be more creative
CLICK HERE TO DOWNLOAD RATES CLICK HERE TO DOWNLOAD SALE RATES imPRESSions AUTUMN/HOLIDAY 2016
page 27
