MAY 2016 Kevin Haezebroeck, Exec. Director
2016 Scholarship winners announced Joe Sklenar Post-Graduate School Scholarship
Inside This Issue:
Kristy Sonnek is this year’s recipient of the Joe Sklenar PostGraduate School Scholarship. She is the daughter of Steve and Yvonne Sonnek, St. Clair, Minn. Kristy was selected because of her outstanding academic achievement in her undergraduate degree, as well as her participation in extra-curricular activities in school, in her church, and in her community. The Joe Sklenar Post-Graduate School Scholarship is awarded by MFCP to a student who has a parent or guardian working for one of the 160 member papers serving the Midwest. Kristy’s mother, Yvonne, has worked for Home Magazine in Mankato, MN for 29 years. The scholarship is for $500.00 a year, for up to 4 years, towards the completion of her post-graduate studies.
Kristy plans to pursue her postgraduate education at The French Pastry School of Kennedy-King College in Chicago, IL. Congratulations, Kristy!
Rory’s mother, Penny, works for the Equalizer Xtra in Vermillion, South Dakota. The scholarship is for $500.00 a year, up to four years, towards the completion of Rory’s undergraduate studies. Congratulations to Rory and her family and Best Wishes as you pursue your degree!
Kay Fox College Scholarship Midwest Free Community Papers (MFCP) is pleased to announce that Rory Tucker is the 2016 recipient of the Kay Fox College Scholarship. Rory is attending Park University in Parkville, MO, pursuing a degree in Psychology. Rory has a passion for learning and hopes to become a Market Research Analyst for an advertising firm. The Kay Fox College Scholarship is awarded by MFCP to a student who has a parent or guardian who is working for one of the approximately 160 member papers serving the Midwest.
President’s Column ............................ Dr. Joey Faucet Column .................... Kevin Slimp Column........................... MFCP Display Network.....................
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Link and Learn ..................................... Donna Hanberry Column ................. Joe Mathes column ............................. 2016 board members .........................
Merle C. Been High School Scholarship The 2016 Merle C. Been High School Scholarship has been awarded to Luke M. Worden of Belmond, IA. Luke is not only an extremely gifted student, he is active in sports, several clubs, and church and community activities. Luke’s recommendations for this scholarship commented on his positive outlook, attention to detail, dedication, and work ethic, as well as his being well See SCHOLARSHIP Page 2
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John Foust Column ............................. Bob Berting Column........................... Joe Bonura Column ............................ Ed Heniger Column ............................
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MAY 2016
FROM MFCP PRESIDENT PEGGY LOVELESS
Charleen, pleasant voice of MFCP, leaving ow! I'm typing this while my husband, John, and I are in sunny (most of the time) San Diego attending the AFCP Conference...one of the perks of being your President! It’s really beautiful here! Thank you! These folks really know how to put on a great conference! We have met so many wonderful people! And, I've learned so much that I'm looking forward to using once we get back. (I've already checked out some of Sam Richter's info about branding online because I couldn't wait.) Now I'm even MORE excited for what's coming next... The MFCP Conference Committee is doing a fine job finalizing the plans for our July Publishers' Summit in Mankato, MN. The Publishers' Roundtable is one of the highlights, along with your choice of outdoor activities, and we always look forward to meeting new people and all the revenue producing and money saving ideas we bring back as a result
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of networking with all of you! And remember to attend the General Membership Meeting, where we will vote on board members. Mark your calendar for Peggy Loveless July 13-14 and watch your email for updates on this event you won't want to miss! In October, MFCP will hold our first Regional Sales Training. We've talked about doing this for a long time, so we are very excited to see it come together! The Conference Committee is currently looking into different venue options and will keep us up-to-date on their progress. Previously in my letter I wrote about being a Force For Change. And, although this isn't the news I'd like to share, Charleen, our Office Manager at MFCP, recently informed us she is ready to retire so she and
her husband, Jeff can travel. Charleen has been the pleasant voice you've heard at the other end of the phone and the one who helped everyone to know where to go, what to do, and kept things running smoothly at conferences and in the office. She has become a great friend to me, and I'm sure I speak for many of us when I say how much we've appreciated her commitment to MFCP the past several years! Charleen, on behalf of MFCP, we wish you all the best! Kevin and Charleen are working together with our board to find her replacement and to make sure the transition goes well. Oh and by the way, speaking of change...sounds like we may be making one in our family too! We received some great news yesterday and hope to be adopting our twins soon. Thank you to everyone for your support! Hope to see you in July! :D
SCHOLARSHIP From Page 1 grounded and a role model for those around him. Luke stated in his application essay that he is planning to attend Iowa Western Community College, taking the Ag Business/Ag Transfer Program, as well as playing football. He is very proud of the fact that he is a fifth generation livestock producer. The Merle C. Been Scholarship is awarded by MFCP to a student who has a parent or guardian who is working for one of the approximately 160 MFCP member papers serving the Midwest. Luke is the son of Joni
Worden, who works for The Reminder in Belmond, Iowa. The scholarship is for $500.00 a year, up to 4 years, towards the completion of his undergraduate studies.
MFCP is proud to have such an outstanding student as the recipient of the 2016 Merle C. Been High School Scholarship. Congratulations to Luke and his family.
2016 PUBLISHERS’ SUMMIT July 13 and 14 Mankato, Minnesota
Plan now to attend New Board of Directors to be elected. Annual Member Meeting to be held.
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3 low-cost tips to profit at work Dr. Joey Faucet he banks aren’t calling to loan you money to grow your business… or start one. So how will you expand in the most profitable manner? Here are 3 Low-Cost Tips to Profit at Work.
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Discover Think of business as a discovery mission. Daily you have multiple opportunities to discover more customers, more niches, more problems your business can solve, more…you fill in the blank. You must invest some time in creating conversations in order to discover. Ask your best customers,
“Who do you know that we can help the way we do you?” Ask your best clients, “What other problems do you wish we helped you with?” Starting your conversations with questions that solicit an opinion are very powerful. Everyone has an opinion and loves to share it. Your discovery mission is targeted at “best customers,” i.e., the ones you want more of. Avoid assuming you know more about what they want than they do. Discover by asking. Do The opinions you gather will cluster around themes. You’ll discover common groups of people are referred, usually according to
gender, age, season of life, and socioeconomic status. You’ll discover stackpole problems that focus on common challenges. Pick one combination of people and problem and do something about it. Select an easy one if you want. Or,
pick a huge, hairy one. Either way, make a choice and do something. Your action is targeted at a specific people and problem so you’ll know who to aim at and what to solve. It’s
See FAUCET Page 15
The MCN’s have never been easier to sell Offering half price ads in 5 categories in the 3.2 million circulation MFCP Midwest Classified Network renewed thru 7-31-16 Happy Selling! For details please contact: Executive Director, Kevin Haezebroeck at MFCP. 319-341-4352
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MAY 2016
Goodman named Publisher of the Year hane Goodman was honored as the Publisher of the Year on April 28, 2016, in San Diego, California, at the Association of Free Community Papers (AFCP) annual conference and trade show. Goodman is the president and publisher of Big Green Umbrella Media (BGUM), which publishes more than two dozen titles including 21 separate Iowa Living magazines, Relish, Iowa Momentum, Pipsqueaks, The West Des Moines/Waukee Business Journal and Cityview, in addition to a number of other niche publications, events, websites and digital marketing options. Combined, these titles reach nearly 500,000 central Iowans each month, making BGUM Iowa’s largest niche publisher. Goodman’s former boss, business partner, and ongoing mentor, Michael Gartner, said, “Shane Goodman is as smart as he is nice, as visionary as he is hard-working, as passionate as he is loyal and as creative as he is honest. He is a credit to his profession and an asset to his community. He is one of the good guys.” Goodman’s passions go beyond the publishing industry, as he is involved with a number of other organizations and activities, including being a volunteer wrestling coach at Johnston High School, which he has done for the past nine years. Aaron Tecklenburg, the head wrestling coach at Johnston, said, “Shane is a great role model. He has much wrestling experience to share with our guys, but I think our kids and our coaches respect him even more for being a good husband, excellent father and a loyal friend and coach. We’re proud he’s on our staff, and we’re very excited he’s receiving this well-deserved honor.” Goodman was nominated and selected by his industry peers for the ongoing successes at his company, his impact to the association and his ongoing contributions to the industry. “This truly is an honor not only for me but for every person who has ever been
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associated with our publications and our company,” said Goodman. “Every publisher knows that successes don’t happen without exceptional staff members, and I am fortunate to have a wonderful and talented group of people to work with.” Goodman and his wife Jolene reside in Johnston with their three daughters,
Sara, Samantha and Abigail. AFCP represents more than 240 member publications in the United States and Canada with a combined circulation of 14.6 million. Learn more about AFCP at www.afcp.org or Big Green Umbrella Media atwww.biggreenumbrellamedia.com.
Attending MFCP conference reaps benefits for publisher
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wo years ago after attending my first MFCP seminar with my partner, Joyce Frericks, I left thinking that I had made a huge mistake. Rob Zarrilli had just finished speaking about the importance of listening skills, and I had missed an opportunity to have my entire sales department hear an expert in the field of listening skills present a worldclass seminar. Anybody that works on my staff knows my number one prerequisite for hiring and retaining a sales rep is their ability to listen. Needless to say, I was not going to make this same mistake a second year in a row. Although not easy, inexpensive, or popular, we decided to relocate our annual sales meeting from a convention we have attended for the past 18 years to the MFCP site. I was not disappointed. Although challenging to have twelve sales representatives miss a day of selling and give up part of their weekend to attend, I was impressed with their willingness to rearrange their schedules and family lives to improve themselves professionally. After the spring convention this year, they all returned home full of enthusiasm, and they have started utilizing many of the techniques presented by this year’s presenter, Elaine Buckley. Kayla Hunstiger, who has been on my staff for nearly four years, told me she enjoyed being able to start and finish with the same group. This allowed her to
build on the concepts presented by the speaker throughout the weekend. She felt this was encompassing to the entire staff because it reached both the beginning rep and the seasoned veteran. The ability to structure training information that meets all levels of sales skills is my largest complaint when it comes to newspaper seminars. Missy Traeger, another rep with over five years’ experience, was excited to have the opportunity to interact with Tim Bingaman of the Circulation Verification Council. Star Publications utilizes the free CVC audit; we utilize it to educate our customers and promote our shoppers. Having Tim accessible for questions opened up a new channel for us and gives us another resource to help sell our products. Among other benefits from attending the MFCP Spring Convention, we learned first-hand about the MFCP Classified and Display networks, and we were able to meet both Charleen and Kevin and ask them questions. Our staff is now able to place a face to a voice when they have to speak with somebody from MFCP on the phone. Overall, the ability to interact with peers from all over the Midwest has proven to be a better match for our staff than other conventions or seminars that we have attended. The willingness to share ideas by MFCP members, the friendliness and openness of fellow publishers, sales staff, and vendors is more in line with our philosophy of running our papers. Joyce mentioned this morning when I asked her about her experience See MFCP Page 19
MAY 2016
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[email protected]
Making Things Right Doing the little (and big) things right is the key to success
The past four weeks have been a blur. I remember driving along a beach in Florida, using a snow shovel for the fi rst time during a blizzard in Minnesota, Kevin Slimp eating pizza with old The News Guru friends in Des Moines and standing in front of audiences in both Rochester and Saratoga Springs, New York. As blurry as the weeks seem, there are several moments that were memorable. At one free newspaper in Florida, the plan changed from leading classes to gathering the entire staff together for several hours of brainstorming, changing the editorial and design workflow in the process.
Sharing opinions at Coastal Breeze News in Marco Island, Florida. While at the offices of Coastal Breeze News in Marco Island, Florida, I had the chance to meet Gary Elliot. Gary has been everything from president of the Chamber of Commerce to board member of the island’s realtors’ association. Val Simon, publisher, invited local writers and advertisers to stop by and meet me while I was at the newspaper, and Gary took her up on the offer. As we visited, Gary took the opportunity to share why Coastal Breeze News is so popular in a town with three newspapers. “People want local news,” Gary told me. “The big daily doesn’t carry local news like the [Coastal] Breeze. People who live here pick up this paper, see the faces of the writers and
say, ‘I know him’ or ‘I know her.’ It makes a real difference. That’s why people love this newspaper, and that’s why advertisers want their ads in this paper.” The following week, I found myself in Des Moines, Iowa, speaking at one of my favorite conferences, MFCP. Imagine my surprise as the group kept growing to the point where we had to add seats. We even had a full house for the early Saturday session. What seemed to interest attendees the most? Improving the quality of their papers. This group seemed to know the secrets of successful papers: Improving quality. Quality of design. Quality of writing. Quality of service. Do you want to increase readers, advertisers and profitability? The fi rst and most important step is improving quality. The year 2015 was the “year of blizzards” in my life, but I dodged the weather bullet in 2016 ... or so I thought. In Kasson, Minnesota, my next stop after Des Moines, I woke up to find my car buried under a mound of snow. We almost cancelled the trip due to the approaching weather. We agreed at the last moment I would board the flight in Knoxville and head to Minnesota, arriving just before the storm. We spent three days running press tests, holding classes and discussing workflows for a paid and a free weekly. I love it when a staff wants to learn. The group in Kasson asked me to stay late each day so we could look at their individual workstations, find solutions to technical problems and discuss hardware upgrades and improvements. Imagine my thrill a week later, when I heard from one of my new Kasson friends. “Everyone is singing your praises,” she began. Apparently the press called to report the printing quality of their newspaper had improved drastically. “They said the pictures are crisp, the dot gain is perfect and the color
Checking out the dot gain and color settings in Kasson, Minnesota. settings are right on target.” Borrowing an old line from Ford, “Quality” really “is job one.” Reduce quality, and the result is fewer readers. Reduce readers, and the result is fewer advertisers. Reduce advertisers, and the result is fewer pages. Reduce pages, and the result is even fewer readers. It’s a never-ending cycle. Finally, there was The Empire State. I made stops in New York to speak at two newspaper conferences over the past eight days. In Rochester, I spoke to the entire group about my latest research. Afterwards, one publisher after another stopped me to tell me how the research mirrors what is happening at their own papers. The key, most everyone seems to agree, is improving, not cutting. A few days later, in Saratoga Springs, I led eight classes for editors, designers and others. Between each class, I found publishers waiting in the lobby, wanting to ask my advice about where they should take their papers. Some were from tiny papers. Some owned large groups. Want your newspaper to grow? Resist the short-term fixes, and look toward the long-term. Quality is what matters. Content is what matters. Service is what matters. Cut those, and you can be sure you will cut readers.
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MAY 2016
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MAY 2016
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MAY 2016
Making change happen! by Jim Busch of the Pittsburgh Pennysaver. elling is a hard way to make a living! Anyone who has spent more than ten minutes making cold calls or trying to close a deal will quickly agree with this statement. Why are sales and sales management so hard? Sales people spend their days swimming upstream against one of the strongest currents in human nature—the resistance to change. At a fundamental level, we are in the business of effecting behavioral change. We have to convince our prospects to change how they promote their business, we have to talk our advertisers into expanding their programs, and managers have to convince their teams to drop counterproductive behaviors in favor of adopting more effective ways of doing things. Perhaps the hardest and most important change we have to make is to alter our own habits, beliefs and behaviors so that we can grow as individuals. Changing human behavior is analogous to making a change in a computer program, but infinitely more complex. Computer software contains thousands of lines of code, and changing even one word or symbol may impact how everything works. Reprogramming the “software” inside our heads works the same way. Our ability to change our behavior is a function of our conscious and unconscious minds and is impacted by all the experiences we’ve had in our life
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LINK AND LEARN and all the beliefs that we’ve picked up along the way. Every change requires a potentially dangerous leap into the unknown. Given the inherent difficulty of changing the way we do things, it is a wonder that our ancestors ever swung down from the trees and decided to walk around on just two feet. In spite of its difficulty, we must embrace change if we are to grow in our personal and professional lives. Marshall Goldsmith’s new book Triggers offers a powerful set of tools to help its readers make positive changes in their lives. Goldsmith is one of America’s most respected executive coaches and has worked with the leaders of some of the world’s largest companies. The book’s title, Triggers, refers to environmental cues that cause us to behave in a particular way. Goldsmith defines it in this way, “A behavioral trigger is a stimulus that impacts our behavior.” These stimuli can be quite subtle, yet they can have a major impact on our mood and on our actions. Goldsmith cites a study which asked people to rank how happy they were on a scale from
one to ten. The study found that weather had a significant effect on their answers, with many more people reporting that they were feeling happy on sunny days as compared to cloudy ones. Most of the respondents were completely unaware of the impact of the weather on their moods. He notes that triggers can be external, like a cloudy day, or internal, such as a memory tucked away in our subconscious. They can also be encouraging, listening to upbeat music, or discouraging, spending time with complaining coworkers. Like Pavlov’s dogs, our response to triggers is hardwired into our brains. Fortunately, unlike the good doctor’s canines, we can use our intellect to control our reaction to our environment. Marshall Goldsmith’s research has found that the key to managing our response to behavioral triggers is to be aware of them. This means we must continually ask ourselves, “Why did I choose this course of action; what was it that led me to behave in this way?” These questions will help us to identify
The MCN’s have never been easier to sell Offering half price ads in 5 categories in the 3.2 million circulation MFCP Midwest Classified Network thru July 31, 2016 … Happy Selling! For details please contact: Executive Director, Kevin Haezebroeck at MFCP. 319-341-4352. [email protected]
MAY 2016 the “antecedents” to our actions. Paying close attention to what led us to act in a particular way or what brings our mood down empowers us to take charge of our behavior and our mood. Once we are aware of our personal “triggers”, we can avoid negative stimuli (avoiding the office “Debbie-downer”) and expose ourselves to productive ones (listening to motivational speakers or our favorite music on the way to a big call). Even when we cannot avoid or eliminate counter-productive triggers, being aware of them diminishes their power over us. In animals, and for many people, the response to environmental stimuli is simple: Trigger—Behavior—Consequence Once we are aware of the stimuli which cause us to act in a particular way, we can switch off the “auto-pilot” and let our rational mind take over the controls. By doing this, the simple cause and effect sequence is interrupted and looks more like this: Trigger—Awareness—Choice— Desired Outcome This process is what separates us from Pavlov’s Schnauzers and gives us control over our actions. Heightened awareness of our triggers allows us to read our environment, anticipate potential pitfalls and take appropriate preventative actions, making us far more productive. It is simply a matter of stopping and thinking before we act. Goldsmith realizes that taking conscious control of our actions is not an easy task. He notes that human beings are “superior planners and inferior doers.” Our environments are dynamic, ever changing and filled with surprises. He likes to ask his students this question, “When has your day ever worked out note for note as you planned it?” Of course, the answer to this question is invariably “NEVER!” We need to remain flexible and aware of how unexpected events impact our decisions. Goldsmith talks about “Ego Depletion” and “Decision Fatigue.” These are both symptoms of living a hectic modern life. Ego depletion is the wearing down of our resolve as we fight temptation over a long day. It is a result of physical exhaustion and constantly having to deal with unexpected obstacles as they arise throughout the day. Decision fatigue describes our tendency to either make careless decisions or decide “not to decide” when
PAPER CLIPS we are tired. In Triggers, he cites an analysis of a parole board’s decisions through the course of the day. Prisoners were far more likely to be paroled early in the day, while inmates with similar records but who stood before the board later in the day, were likely to continue serving their sentences. This is a good argument for calling on prospects early in the day. To protect ourselves from overtaxing our brains by trying to make too many changes at the same time, we should take a thoughtful triage approach to behavioral change. We should take a realistic look at our behaviors and place them in one of the four following categories: Create—Essentially imagining “a new improved self.” To adopt a new behavior, we must develop a clear vision of the person we wish to become—without this vision we risk slipping into inertia. Preserve—Maintaining and building on what we are doing right. If we behave properly in some situations, we need to build on this foundation so that we consistently do the right thing. Eliminate—This involves eliminating counter-productive behaviors from our repertoire. This includes those which we enjoy doing, such as micromanaging our employees. In Triggers, Goldsmith makes a clear distinction between selfcontrol and self-discipline. Self-control is the ability to stop ourselves from engaging in counter-productive behaviors (i.e. not eating a donut), while self-discipline is the willingness to engage in productive behaviors (i.e. exercising regularly). Of the two, self-control is the most difficult to master. Accept—Accepting the reality of your situation. A person who only golfs a few times a year will never become Bubba Watson. Trying to become a pro golfer is unrealistic, but improving the game and learning to enjoy it more is a reasonable goal. In a business context, a manager who has tried repeatedly to improve a rep’s skills may have to accept that the rep is just not suited to selling advertising. Goldsmith has created what he terms an AIWATT question that one should ask oneself before embarking on any program of change. AIWATT is short for “Am I willing at this time to make the investment to make a positive difference on this topic?” This is a powerful sen-
Page 9 tence that covers all the bases for committing to personal change: “Am I willing (I am taking responsibility for my behavior) at this time (now, not sometime in the future) to make the investment (I am willing to do the work) to make a positive difference (I know why I want this) on this topic (I have a clear goal in mind)?” I suggest asking yourself this question each time you set a new goal for yourself and writing it out in statement form (I am willing starting now to invest 3 hours a week to improving my understanding of search engine marketing) and placing it on your desk and/or your dashboard. Perhaps the most powerful technique Marshall Goldsmith shared in Triggers was the practice of “daily questions.” These are questions which address your key goals at the end of the day. Instead of asking yourself “Did I reach my goal of seeing 20 prospects today?”, you ask yourself, “Did I do my best to see 20 prospects today?” The phrasing of, “did I do my best today,” has a subtle but important impact on your behavior. Goldsmith deems these “active questions.” Active questions don’t ask about your success or failure on reaching your objective but address the amount of effort you put toward achieving them. This format is based on his understanding of the incremental nature of changes in human behavior. Change does not happen in a day or a week - change is the result of daily effort toward achieving your goal. Writing down each of your core goals in this format, “Did I do my best today to…” and answering them each night keeps you focused on moving toward your goals. Even better, having someone else ask them to you at the end of each day adds an element of accountability to the pursuit of your goals. Goldsmith actually pays an employee to call him every evening to ask him his personal goal questions as he understands how tempting it is to let them drop by the wayside when you have a busy day. When I read about active questions, I thought if I was a rep I would exchange “questions” with a trusted colleague and do this exercise at the close of our work day. If I were leading a sales team, I would sit with my people and build a list of questions for each of them and a set for me. At the end of the day, I would speak with each of them for 5 minutes See LINK Page 20
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DON’T MISS THE BOAT!
AFCP cruise planner ad rewards mailers with 2% discount
f your publication is sent by Standard Mail, whether as a saturation publication or part of a High Density mail program, you could be earning an up-front, 2% postal rate discount under the Postal Service promotion program for Emerging and Advanced Technology/Video in Print from now until August 31, 2016. You do not even need to find an advertiser to run an eligible promotion for you. PaperChain, and AFCP, as part of its participation in support of the NANI Network, has done all the work for you in designing an ad that has been approved by some mailed publications with the Postal Service Incentive and Promotions Department for the discount. During the annual AFCP/SMC postal break-out session at the Sheraton San Diego Hotel & Marina in San Diego, I had the pleasure of conducting our 20th annual mailers’ roundtable. SMC members, and AFCP Board Members, Carol Toomey and Dan Alexander, were there to describe the leg work they have done to learn about the Postal Service promotions and how an easy to use app, Layar, provides technology that is inexpensive to procure and can make the ad pages of free papers come alive with video and interactive content. Carol described how her participation in a peer group, and her efforts to “be cheap,” had led her to explore the opportunities of Augmented Realty and the use of the Layar app to create products, and add value to her paper, that can help her team and her paper make more money. But importantly for all mailed free paper publishers, Dan Alexander and PaperChain have done the work to create an ad that promotes The Cruise Planners business of NANI and AFCP that is “ready to go” for mailed free papers to have an ad you can use in your paper to qualify for the discount. A copy of the ad accompanies this article. But you do have to do some work to qualify for this promotion. While you are at it, you should learn about the other promotions available with the USPS that could help you save money throughout the year. Here are the steps you need to follow to learn about the promotions and to qualify using the ad that accompanies this article. 1. First, you should learn about the specifics of the USPS promotion. A de-
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tailed set of Program Requirements is available at: https://ribbs.usps.gov/mailing promotions/documents/tech_guides/2016 EmergingandAdvancedTechnology Promotion.pdf For those reading this article and not being able to cut and paste the link, you can go to the USPS RIBBS website, look at 2016 Incentives and Promotions, and download the Program Requirements for the Emerging and Advanced Technology Promotion. While you are at it, take a look at the Program Requirements for the Mobile Shopping Promotion and think ahead about using that promotion to save on postage from July through December 2016. 2. The Layar technology is inexpensive, costing under $4 to provide a video or interactive content in your ad for a 30 day period. The cost to imbed an ad and keep it live for up to 12 months is approximately $34. To learn about Layar and the program go to www.layar.com. 3. Want to see how the cruise ad comes alive? Take your smart phone and download the free Layar app on your phone. Use the Layar app to scan the Cruise Planner ad and be transported to the feel of a free spirited cruise. The interactive ad provides you with the website and a link to a phone number for bookings and more information. This interactive feature of the ad is one of the requirements of the postal promotion. 4. It is required for most promotions, and highly recommended, that you have
your ad approved before you do a mailing. Ads can be approved by emailing them to [email protected]. It generally takes two to three days for the ad to be approved. 5. Before you can claim the up-front 2% discount, a publisher must register at the USPS Gateway for participation in the program at: https://gateway.usps.com/eAdmin/view/si gnin. If you are not the mailer/direct postal payer for entering your mail with the USPS, your mail service provider or printer will need to register for the promotion to claim the discount when the postal statement is submitted. 6. The discount must be claimed at the time of mailing using one of the permitted methods of mail submission. Mailings must be submitted electronically by Mail.Dat®; Mail.XML™; or Postal Wizard. The requirements for qualifying advertising for the promotions are complex and require that the Emerging and Advanced Technology be clearly shown on the ad, show the consumer what the consumer needs to do, and that the ad content provide interactive content that relates to the subject matter of the ad. But for advertisers who want to start saving money right away, and want to help AFCP and NANI in the process, the Cruise Planners ad that accompanies this article does meet these qualifications. Although you must get the ad approved for your publication, it has already been approved by the Mailing Promotions Office and has been used by many of your fellow publishers. What are you waiting for? Don’t miss the boat! Follow these steps and save money on your next mailing. Look forward to a more detailed article from me about the Mobile Shopping Promotion that will run from July 1 through December 31, 2016 and steps you can follow to qualify for that promotion with your paper and advertisers, or ways to participate in an AFCP created travel ad that will do the work for you, while helping your industry and the association. Donna E. Hanbery, Executive Director Saturation Mailers Coalition 33 South 6th Street, Suite 4160 Minneapolis, MN 55402 (612) 340-9350 Direct Line (612) 340-9446 Fax [email protected]
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MAY 2016
Less talk can lead to more sales By John Foust, Raleigh, NC ndy was telling me about his dealings with media sales people. “Since I run a local business, I hear from a lot of people,” he said. “One particular meeting really stands out, because he talked himself out of a sale. As soon as he said ‘hello,’ he jumped right into his sales pitch. As he talked, everything was a blur of facts and figures. It was obvious that he was so proud of his presentation that he didn’t want anything
A
to throw him off track. He showed no interest in my business or what we needed to accomplish with our marketing. Finally, when he pulled up a spreadsheet on his laptop, I cut him short and sent him on his way. “It reminded me of somebody my wife and I used to know. Every time he called,
2016 Board of Directors & Staff Peggy Loveless, President [email protected] Cresco Shopper, Cresco, IA 563-547-2025 Trevor Slette, Vice President [email protected] The Shopper, Windom, MN 507-831-3455 Claudia Lovin, Secretary [email protected] Boone County Shopping News, Boone, IA 515-432-6694 Robin Noth, Treasurer [email protected] Foxxy Shopper, La Crosse, WI 608-791-8331 Steve Fisher, Immediate Past President [email protected] Woodward Communications, Inc, Platteville, WI 563-588-5726 Kelly Hulke [email protected] Home Magazine, Mankato, MN 507-387-7953 Greg Birkett [email protected] The Dubuque Advertiser, Dubuque, IA 563-588-0162 Gary Dudley [email protected] Calhoun County Reminder, Rockwell City, IA 712-297-8931 Debra Weigel [email protected] The Shopper’s Reminder, Oelwein, IA 319-283-2144 Mona Garwood [email protected] Livewire, Vinton, IA 319-472-3303 Scott Munger [email protected] The Equalizer, Vermillion SD 605-624-8486 Lisa Miller [email protected] The Extra (New Century Press), Rock Rapids, IA (800) 621-0801 Karla Pinner [email protected] The Post, Muscatine, IA (563) 262-0552 ••••• Executive Director – Kevin Haezebroeck [email protected] Midwest Free Community Papers, Iowa City, IA 319-341-4352 Administrative Assistant – Charleen Oligmueller [email protected] Midwest Free Community Papers, Iowa City, IA 319-341-4352 Board member email addresses can also be found at www.mfcp.org
he talked non-stop, without giving us a chance to say anything. We joked that we could put down the phone, make a sandwich, eat lunch, pick up the phone again to say ‘Uh huh’ – and he wouldn’t know we’d been away”. There’s a lot of truth in the old cliché, “Lord, fill my mouth with worthwhile stuff, and shut it when I’ve said enough.” Here are some points to keep in mind: 1. This is probably not your prospect’s first advertising appointment. The longer he or she has been in business, the greater the likelihood that it has all been heard before. If they think “been there, done that,” they’ll tune you out. They are giving you the gift of their time. Show respect for that generosity by
making the conversation meaningful for them. 2. It’s good to know worthwhile stuff. But resist the temptation to tell them everything you know. When you prepare, don’t limit yourself to refreshing your knowledge of your sales points and your rate card. Research the prospect’s business. Study their past advertising. Learn marketing trends and challenges in their industry. That will give you a greater depth of understanding so you can quickly get in step with the person on the other side of the desk. 3. A dialogue is better than a monologue. The best way to encourage engagement is to ask questions – and listen carefully to the answers. Ask questions to get
See FOUST Page 16
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MAY 2016
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The timidity factor in advertising sales By Bob Berting, Berting Communications he training of advertising salespeople has come a long way. Yet one aspect of sales training has not penetrated to the degree it should have after all these years. It is called the “Timidity Factor”. The thrust of this assertion is that the tendency of role playing at sales training sessions is for advertising salespeople to put prospects and customers on a pedestal and keep them there. But it’s one thing to be polite, quite another to be subservient. Consider a polite phrase like “Thank you for your time”. As innocent as it sounds, it really is saying to the buyer “You are more important than I am. I’m indebted to you for taking the time to see me.” Wouldn’t it be better to say something like “Enjoyed our visit. You’ll be pleased with our service.” The same approach should be used in ending follow up e-mails or
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FAUCET From page 3 simply a matter of doing something. Of taking the time to plan an action and make it happen. Yes, it will cost you some time and attention. Yes, it may cost you a little money. You will get results from doing something. The question then becomes, “How did it work?” Debrief That’s when you debrief. You ask for feedback. In fact, you can ask for feedback before you ever do it by getting your targeted customer involved. Ask, “How do you think this will work?” or “Look at this postcard and tell me
letters. Rather than saying “Should you have any further questions, please feel free to call.” Instead say “I will call you in a few days and we can make some decisions.” Timidity in Action When a salesperson waits 30 to 45 minutes to be seen by a buyer, the message is quite clear. This is a non-verbal admission that the salesperson’s time is not valuable. The best approach is to ask the secretary or receptionist for some action, saying “Please ask Mr. Jones if this is a good time for us to get together. If it isn’t, we can reschedule my visit, and I’ll go on making other calls.” Here is another action that speaks of timidity. A prospect has no intention of buying
what kind of response it’ll get.” At least ask the targeted customer after your actions, “How did that work for your friend?” Recycle the feedback into your discovery mission and you’re on your way to more profits. Your actions are more strategic. Your debriefing guarantees continuing improvement. So discover, do, and debrief to positively profit at work! Summary: What is your system to make a profit? Dr. Joey Faucette, #1 best-selling author, coach, & speaker, offers “3 Low-Cost Tips to Profit at Work.” Keywords: Profits, guar-
the advertising program a salesperson is offering, but they hate to say “No” to anyone. Then they say “Sounds interesting, but tell me, when will you be in the area again? In 2 weeks? Good, see me on your next trip.” Then the salesperson goes back, time after time, in the hope that he or she will get an order. There rarely is an order. Of course, salespeople are told that they must decide how many calls a prospect is worth based on potential, then hopefully lay their cards on the table on the final call to decide if all the calls were worth it. Identifying Timidity Many salespeople will insist that they are not timid. They will point to their sales records and claim they never could be successful if they are timid—and they will rationalize. They will insist that being extra polite is not the
same as being timid. There is a fine line between politeness and timidity, and maybe it’s easy to cross the line without realizing it. Timidity has a way of showing up in the most obvious manner. Common sense says otherwise. Timidity does not manifest itself only through what people say. Many actions reflect it as well. Overcoming Timidity Sales managers should look and listen for timidity when they are making field visits with their salespeople. They can also screen correspondence between their salespeople and prospects and note timid language to promote awareness of this problem. Finally, a subservient attitude will change the relationship between the buyer and the advertising salesperson—to the detriment of the salesperson. “Bob Berting is a profes-
antee profits, low cost tips to profit, Work Positive Bio: Dr. Joey Faucette is the #1 best-selling author of Work Positive in a Negative World (Entrepreneur Press), Work Positive coach, & speaker who helps business
professionals increase sales with greater productivity so they get out of the office earlier to do what they love with those they love.
CCONFUSED ONFUSED AABOUT BOUT
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See BERTING Page 17
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Page 16 FOUST From Page 14 details about their marketing. Ask questions to find out what has worked for them in the past. Ask questions to discover needs. There’s nothing wrong with asking, “Is this the kind of information you need?” That kind of feedback will help you. They may want a lot of factoids. Or they may be like the person who says, “Don’t give me the history of the watch. Just tell me what time it is.” It’s your job to adapt to them, not expect them to adapt to you. “When I meet with a
media sales person, it’s to help me make good marketing decisions,” Andy said. “I don’t need a long-winded sales speech.” (c) Copyright 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 results from inhouse training. E-mail for information: [email protected].
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MAY 2016
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BERTING From Page 15 sional speaker, advertising sales trainer, and publisher marketing consultant who has conducted over 1500 live seminars, tele-seminars and webinars for newspaper sales staffs, their customers, and print media associations in the U.S. and Canada. His newest offer for the newspaper industry is a package of his two ebooks “Dynamic Advertising Sales and Image Power” and “Advanced Selling Skills For The Advertising Sales Pro”. Both books can be ordered on his website www.bobberting.com individually for $19.95 or both for $35.00. Contact Bob at [email protected] or 800-536-5408. He is located at 6330 Woburn Drive, Indianapolis, In 46250.”
NOTICE: Annual Memberhip Meeting and Board Elections to be held at the Publisher’s Summit in Mankato, MN, July 13-14
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MAY 2016
ACTION POWER MEMO Joe knows your monthly dose of motivation for winners!
Take responsibility Joe Bonura, CSP The Blame Game Stop pointing your index finger and blaming circumstances or others for what happens to you. Whenever you point that finger, three other fingers are pointing back at you. I heard that expression many years ago, and it comes to mind every time I am tempted to play the blame game. I had to retype this entire opening paragraph because I forgot to turn off my touchpad, and I erased everything that I had already typed. My Bad The touchpad made me do it. Not true! The cause was that I forgot to turn off the touchpad, and I had to start over. It forced me to go online and learn how to turn off my touchpad, something that I did not know until now. So I learned something new instead of getting upset and blaming the computer. It also gave me new material to write about. I Am a Fan Recently my wife and I watched a movie about the young Walt Disney. I have been a fan of Walt Disney for many years. I read his book in 1978 after my ad agency lost 70% of our business. We had put all of our eggs in one basket and watched the basket. The basket turned over, and we were short our largest account. Needing a respite, I decided to take my family on a trip to Disney World in Orlando. While I was there, I bought a copy of a book called, “Disney.” The timing was perfect. Who Is Oswald I read the book in one day. Walt never blamed anything or anybody for his setbacks. He always accepted what happened and moved forward. As you walk around Disney World, it is hard to believe that the man who conceived and built it had gone bankrupt several times and that his first theater cartoon hit was not Mickey Mouse, but a character called Oswald the Rabbit. An unscrupulous business partner stole the idea and put Walt out of business.
The Magic Kingdom Disney did not point fingers. He simply picked himself up and started over again. The Magic Kingdom waved its magic wand on my thinking, and when I returned home from our Disney experience, I came back from our loss and we built the business to one of the largest advertising agencies in Kentucky. Today there is probably a government program for those who want to lick their wounds instead of licking their problems. If we are not careful, a handout can keep us from trying again; a handout might have caused me to stay in failure mode. I had no choice but to move forward and learn from my mistakes. Success Breeds Success It is wise to study the lives of successful people to see how they overcame adversity to become effective and prosperous. Perhaps we make it too easy for our young people to succeed. I have often learned more from my failures and adversities than from my successes. If you help a young bird to break free from its shell, the young bird will soon die; breaking out of the shell gives the bird strength to survive. Poor Me I am glad I watched the Walt Disney movie again because I am grateful to Walt Disney for his example when I needed it most. I concede that it was not fair that the client left our agency. At the time I could have felt sorry for myself and played the victim. Instead, I chose to turn a lemon into lemonade. Several years later, that
same client chose our agency as the agency of record for his business. Ironically, a few months ago when I ran into the former CEO of that company, he admitted that terminating our agency was one of the worst business decisions he had ever made. Own Up Take responsibility for the circumstances that are suppressing you. Own up to the fact that no matter what is happening, it can be changed if you decide to take positive action. I walk at our church’s health facility three times a week. I see a blind man named Ron walking the track every time I am there. He told me that he has been going to the health club for ten years. Ron is in good shape because he decided not to stay home and stay blind. He can see better than most of us who have our eyesight. Make today the day you take full charge of your life and future - and stop pointing outward, and start pointing inward. Joe Bonura & Associates, Inc. 407 Landis Lakes Court Louisville, KY 40245 www.bonura.com 502-553-1746 REPRINT info: Joe Bonura would be pleased for you to reprint the article text free of charge (non-exclusively), but asks that you include his name and contact information: Joe Bonura Joe Bonura & Associates, Inc. Website: www.bonura.com 407 Landis Lakes Court Louisville, KY 40245 502-553-1746 phone E-mail: [email protected] About Joe Bonura His background is unique. Joe owned and operated a highly successful advertising agency for 18 years. During that time, he found his advertising campaigns were more effective when he educated his clients in the areas of sales
See BONURA Page 20
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MAY 2016
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Someone thought this was creative. Nope…and it’s bad design.
Think Different hink different.” It was a slogan developed in 1997 by the advertising agency working with Apple Computer, Inc. (now just Apple).
“T
Apple dropped the slogan in 2002 when it shifted to a new advertising approach. But the slogan worked well then. Apply that slogan to news design today and it still works.
Ed Henninger
We have to think different about news design, or we risk having no design at all. Here are some particulars: SOME THINK design is about creativity. It’s not. It’s about using our creative skills to design packages that attract readers—and make sense to them. SOME THINK design is about typography. It’s not. It’s about using text type that’s highly legible in a format that’s highly readable. It’s about using display typography that’s clear, classic and
straightforward. It’s about using type to communicate, not to “prettify.” SOME THINK design is about scattering odd column widths throughout the newspaper, on some pages using a different text width in all four stories on a page. It’s not. It’s about using a text width that works well throughout the entire newspaper, giving readers a stronger sense of structure. SOME THINK design is about giving readers something new in every issue. It’s not. It’s about giving readers a sense of consistency, taking special care to anchor content where readers are used to finding it. SOME THINK design is about creating new labels, new logos, new standing elements. It’s not. It’s about creating a format for standing elements that will last for the long term—and then fitting any new standing elements to that format. SOME THINK design is about putting more things on the page. It’s not. It’s about taking things away. To create newspapers that work better for our readers, we need to take a
Ed Henninger | Director | Henninger Consulting [email protected] | www.henningerconsulting.com Ed Henninger’s Blog: www.henningerconsulting.com/blog/
MFCP From Page 4 with MFCP that she has picked up more ideas and gotten more out of the MFCP
closer look at how our design is—or isn’t—working. We need to think different. •••••••••••••••••••••• WANT A FREE evaluation of your newspaper’s design? Just contact Ed: [email protected] | 803327-3322 IF THIS COLUMN has been helpful, you may be interested in Ed’s books: Henninger on Design and 101 Henninger Helpful Hints. With the help of Ed’s books, you’ll immediately have a better idea how to design for your readers. Find out more about Henninger on Design and 101 Henninger Helpful Hints by visiting Ed’s web site: www.henningerconsulting.com. ED HENNINGER is an independent newspaper consultant and the Director of Henninger Consulting. On the web: www.henningerconsulting.com. Phone: 803-327-3322.
Follow Ed on Twitter: @edhenninger. TEL: 803-327-3322 | FAX: 803-327-3323 756 Summerwood Dr, Rock Hill, SC 29732
conventions in the past two years than in all her previous years combined attending other conventions. This stands as a strong testament to the people and organization of the MFCP and we are
happy that we are part of this organization. By Jeff Weyer Star Publications Sauk Centre MN
PAPER CLIPS
Page 20 BONURA From page 18 and service. He conducted training seminars for his clients as added value. Word spread that Joe was a quality speaker and more and more people asked him to speak. The demand became so high that he sold the agency to three of his associates to start his own
LINK From Page 9 or so to discuss their questions. I would give each of my people one of my questions for them to ask me. Using this process would be a powerful way to constantly improve my skills and the skills of everyone on my team. Someone once said, “The only person who likes change is a baby with a wet diaper!”, but change is necessary if we are to grow as business professionals and as individuals. For anyone who is willing to embrace change in themselves and in their teams, Marshall Gold-
speaking and consulting company, Joe Bonura & Associates, Inc. Joe is past President of the Kentucky Speakers Association and a Certified Speaking Professional (CSP), a prestigious designation earned by only 8% of the 3,600 member National Speakers Association. Joe presently serves on the board of directors of NSA.
smith’s Triggers provides some powerful tools to overcome the many barriers that lie between the “You” you are today and the “You” you want to be in the future. This article was written by Jim Busch. Link & Learn is brought to ® you every month as part of PaperChain’s mission to provide educational material to the free paper publishers. If you have an issue you would like to see covered please email [email protected], put “Link & Learn” in subject line.
www.newspapersystems.com 800.568.8006
MAY 2016 He is author of the audio learning systems “Three-Dimensional Selling®” and “Turning Customer Satisfaction Into Customer Excitement®.” He is author of the book Throw the Rabbit—The Ultimate Approach to Three-Dimensional Selling.
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MAY 2016
