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Staying a step ahead of your editors

Jim Stasiowski, writing coach
Jim Stasiowski, writing coach

Jim Stasiowski
Writing

Writing coach Jim Stasiowski welcomes your questions or comments.

Call him at
(775) 354-2872
or write to:
2499 Ivory Ann Drive
Sparks, Nev. 89436.

A recent enjoyable email exchange with a reporter I once supervised included this from him: “OK, maybe we don’t miss the inevitable entreaties to ‘make just one more phone call,’ but we do miss most everything else you brought to the newsroom.”

I do especially value the reporter who, without being prodded, makes that “one more phone call.” But I also realize that if any reporter actually required entreaties that were “inevitable,” I did a poor job of helping him or her frame the story.

I almost always resisted my editors’ efforts to guide what I wrote. Part of my attitude was immaturity – who wants to have his work follow a blueprint handed down by someone else, no matter how experienced or wise? – but part of it was my wish to have a story reflect who I am, not who my editor was.

I know, I know, I sound like some egotistical artist who cannot accept anyone’s help, advice or rules. I also know that journalism, unlike such arts as painting, music, poetry or the writing of fiction, requires a devotion to facts.

So when I became an editor and a coach (and later, a combination editor-coach), I tried to instill in reporters a set of general expectations within which they could express themselves as individuals rather than as editor-pleasers determined to finish each story and head home confident that they wouldn’t have to put up with my tracking them down with “entreaties to ‘make just one more phone call.’”

Here are a few tactics reporters should adopt to ward off editors’ intrusions:

Scratch the itch: As you’re listening to a debate in a government meeting, something tells you the course of action being considered violates some ordinance, law, charter or constitution. But no one raises that issue.

Take the trouble to look up documents that spell out or restrict what a government can do.

“But,” you reason, “the government (be it city council, county commissioners or state legislature) has lawyers who advise the decision makers, and surely the lawyers would point out the error.”

Don’t be so sure. Government lawyers are neither infallible nor immune to political pressure. Your editor probably will have the same question that made you wonder, so checking and explaining might prevent a bounced-back story.

Push the source: A former colleague wrote a story about a man in the prime of a successful career who suffered a devastating injury, leaving him a quadriplegic. The reporter included an interview with the man’s wife, who described her new, unexpected and difficult role of constant caregiver.

All of us would wonder: Will the wife stick with the man for another 25 or 30 years? None of us would be comfortable asking that question. But when the reporter did, the wife acknowledged that the future was uncertain, and although her answer was colored with hope and love, it also was realistic and no doubt painful for both her and her husband.

Get to the point: You’re convinced an anecdotal lead fits the story you’re working on, but when you write the lead you love, you realize you then need to contort five (or more) paragraphs to get back to revealing the story’s central conflict.

Many editors will either rewrite the top or, if there is time – and there often isn’t – instruct you to do so. If an anecdotal lead requires that much explanation, it is a reach. And a hard-news lead, while not as satisfying to your artistic side, almost never is wrong.

Be creative: This is a follow-up: Stop thinking that the lead sentence is the only place to show off your individuality. Find ways to weave into your stories a vivid description of a scene, an enticing slice of history, a source’s quotation that is not only relevant but also thought-provoking, original, amusing or unexpectedly emotional.

Analyze: Show your editor (and thus, your readers) that you’re thinking ahead, that the hard news means something more than just what happened that day. Maybe an isolated traffic accident is part of a pattern no one else noticed, or a public official’s latest proposal is based on some significant experience in his or her life, or a school district’s policy revision might lead to bigger problems than the one the revision is designed to solve.

Rehearse: Before your fingers hit the keys, tell your editor the story. If he or she wants more questions asked, you can find that out before laboring over the writing, then being asked to revise. You also can explain why you think you don’t need the extra call. Remember, no editor’s “entreat(y)” has to be “inevitable.”

THE FINAL WORD: In one of William Safire’s compilations of his language columns, he highlighted the verb “obnubilate,” which means “to make unclear, indistinct, vague, etc.,” something we journalists do when we’re too lazy or too busy to fully explain.

(I used to say, “I fuzzed that up,” but now I can say it more eruditely.)

 

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Getting to the heart of ‘heart of humanity’ stories

Robert Accetura, subject of an award-winning feature by Tracey O'Shaughnessy of the Republican-American of Waterbury, Conn., styles a longtime client’s hair in this photo that accompanied the story. Photo by Erin Covey photo, courtesy of Republican-American of Waterbury, Conn.

By Bailey Knecht, Bulletin Correspondent

‘I want to get it perfect. You want to perfectly portray this person who has spent time with you, to give the most authentic record of what this person is like, and that’s always the most difficult challenge. It’s a frightening challenge, really.’

— Tracey O’Shaughnessy, Associate features editor
Republican-American, Waterbury, Conn.

Robert Accetura, subject of an award-winning feature by Tracey O'Shaughnessy of the Republican-American of Waterbury, Conn., styles a longtime client’s hair in this photo that accompanied the story. Photo by Erin Covey photo, courtesy of Republican-American of Waterbury, Conn.

Capturing the essence of a person through writing isn’t a simple task.

Sometimes, journalists just have to become part of the story themselves. That’s why, when Tracey O’Shaughnessy began working on a feature on Robert Accetura, a beloved hairstylist in Waterbury, Conn., she decided to take a seat in the styling chair and have Accetura work his magic on her hair.

“I watched him, and I listened to him, and then I realized if I really wanted to understand him, I was going to have to get the treatment, and I was going to have to go under the scissors,” O’Shaughnessy said. “He sort of exudes this sense of capability and expertise, and this incredible sense of caring about the people whose hair he cuts, and it was really through the process of listening to him as he worked on me that I could really see him come out.”

The connection O’Shaughnessy formed with Accetura turned into a personality profile that would go on to win first place for that category of story in a daily newspaper, among the New England Newspaper and Press Association awards presented at NENPA’s winter convention in February.

Tracey O'Shaughnessy. Photo courtesy of Republican-American of Waterbury, Conn.
Tracey O'Shaughnessy. Photo courtesy of Republican-American of Waterbury, Conn.

O’Shaughnessy, associate features editor of the Republican-American of Waterbury, is no stranger to that style of writing. She’s been at the Republican-American for 23 years, and before that, she spent time writing for the Potomac Almanac in Bethesda, Md., the Norwich (Conn.) Bulletin, and Gannett News Service in Washington, D.C.

Rich Gray, features editor of the Republican-American, said the award was well-deserved, because of the amount of dedication O’Shaughnessy displays.

“She always impresses with the spirit that she brings to things and the base of knowledge that she starts from,” he said. “She never worries about admitting that she doesn’t understand something. I listen to her talk to sources all the time, and see how the wheels turn. It’s quite a process, and I’ve seen her grow, believe it or not, and she still seems to get better and better with what she does.”

Gray said O’Shaughnessy has built a strong relationship with the Waterbury community, which has helped to increase readership.

“She’s got a base of followers already established, and readers know what to expect from a Tracey O’Shaughnessy byline, which we sorely need these days,” he said.

Even with O’Shaughnessy’s positive reputation in the community and years of experience, writing feature stories can still be difficult for her, she said.

“I want to get it perfect,” she said. “You want to perfectly portray this person who has spent time with you, to give the most authentic record of what this person is like, and that’s always the most difficult challenge. It’s a frightening challenge, really.”

Despite that pressure, she has developed a few techniques that have been effective when dealing with sources.

Rich Gray. Photo courtesy of Republican-American of Waterbury, Conn.
Rich Gray. Photo courtesy of Republican-American of Waterbury, Conn.

‘She’s got a base of followers already established, and readers know what to expect from a Tracey O’Shaughnessy byline, which we sorely need these days.’

— Rich Gray, Features editor ~ Republican-American, Waterbury, Conn.

“I often say that the two most important qualities in this business are humility followed by curiosity,” she said. “The two work hand in hand. I go in there completely aware that I know very little, and the one thing I do know is that, in this world, people do not get the respect they deserve, so I’m very, very careful when I’m speaking with people to give them the respect they lack.”

She discussed the necessity of building an immediate relationship with subjects such as Accetura.

“The most important thing in any interview is rapport,” she said. “You have to develop a rapport with the person that you’re speaking (to), and that rapport happens in a matter of seconds, so you have to be very deft and very swift.”

O’Shaughnessy said that, in the writing process, bringing her interview subjects to life is her main goal as a features writer.

Tracey O’Shaughnessy walks with the Rev. Mother Dolores Hart while interviewing her for a story exploring Mother Dolores’ leaving a career as a Hollywood actress to become a nun. Jim Shannon photo, courtesy of Republican-American of Waterbury, Conn.
Tracey O’Shaughnessy walks with the Rev. Mother Dolores Hart while interviewing her for a story exploring Mother Dolores’ leaving a career as a Hollywood actress to become a nun. Jim Shannon photo, courtesy of Republican-American of Waterbury, Conn.

‘Feature stories are the heart of humanity, and the heart of humanity is what I’m aiming for. If you don’t have a newspaper that bleeds and cries along with its readers, then you don’t have a going concern. You’re not doing your job.’

— Tracey O’Shaughnessy

“I always remember that we who are journalists only have black-and-white figures — print on paper — to create color and music,” she said. “So you have to use the words and the way the words fit on the page as a kind of color and as a kind of music.”

O’Shaughnessy said she hopes through her profiles to create a space for her readers to feel strong emotions while they’re reading the Republican-American.

“Feature stories are the heart of humanity, and the heart of humanity is what I’m aiming for,” she said. “If you don’t have a newspaper that bleeds and cries along with its readers, then you don’t have a going concern. You’re not doing your job.”

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Sun Journal, sister publications being purchased by another Maine-based newspaper group

The family-owned newspaper group whose flagship is the Sun Journal of Lewiston, Maine, is being sold as of Aug. 1 to SJ Acquisition, which is controlled by RFB Holdings, owner of MaineToday Media, Alliance Press in Brunswick, Maine, and Courier Publications, based in Rockland, Maine.

“After four generations of family ownership, selling Sun Media Group was a difficult decision for the Costello family,” said Steve Costello, vice president of advertising and marketing, on behalf of the Costello family. “The decision was made after many discussions by the family, together with our outside board of directors, and we determined that the company could best succeed in an organization with broader resources and reach.

“Reade Brower, owner of RFB Holdings, shares our belief in a bright future for the community newspaper business, one that includes printed products as well as exciting new products and services made possible in our continually evolving digital world,” Costello said.

Sun Media Group has grown from one daily newspaper based in Lewiston whose origin dates to 1861 to owning and operating 17 publications, all in Maine. They are the Sun Journal; the Forecaster and Current Publications, based in Falmouth and with the following editions: The Portland Forecaster, Northern Forecaster, Mid-Coast Forecaster, Southern Forecaster, the American Journal of Westbrook and the Lakes Region Weekly; the Advertiser Democrat of Norway; the Rumford Falls Times; The Bethel Citizen; The Franklin Journal of Farmington; the Livermore Falls Advertiser; The Rangeley Highlander; The Penobscot Times of Old Town; Maine Women Magazine, 95 North and My Gen magazines, all based in Falmouth. Sun Press, a commercial printing division in Lewiston, is also part of Sun Media Group.

RFB Holdings’ Maine print and online publications and printing services include MaineToday Media, made up of the Portland Press Herald, Maine Sunday Telegram of Portland, Kennebec Journal of Augusta, Morning Sentinel of Waterville, and Coastal Journal of Bath; Courier Publications, made up of The Courier-Gazette of Rockland, The Camden Herald, and The Republican Journal of Belfast; VillageSoup.com; VSTV, based in Rockport; The Free Press of Rockland;  RFB Print Co-Op, based in Rockland; Alliance Press in Brunswick; and specialty publications, including  travelMaine, based in Rockport, and TREB (The Real Estate Books) of Mid-Coast Maine, Portland and Portsmouth, N.H. RFB also owns the Rutland Herald and The Barre-Montpelier Times Argus, both in Vermont,

Brower said: “It is an honor to become the next steward of the Sun Media Group brands as I have great respect for the Costello family. We are focused on a smooth transition and pledge to continue the traditions established by four generations of the Costello family serving readers and the community.”

Lisa DeSisto, chief executive officer and publisher of MaineToday Media, will also be chief executive officer for Sun Media Group.

“We have been collaborating with Sun Media Group for years in printing, distribution and digital services. This acquisition gives Sun Media Group and MaineToday Media even more opportunities to collaborate while maintaining the distinct and trusted brands of each company. We are excited to work with the Sun Media Group team to see all we can accomplish together,” she said.

Costello said: “Our family takes great pride in our award-winning publications and in the talented and dedicated employees with whom we have worked through the generations. We are also enormously thankful for the support and loyalty of our readers through the years.

“We have been committed stewards of Sun Media Group and we felt strongly that the new owner needed to reflect our community journalism values as well as the responsibility we feel to our employees and the communities we serve. We found what we believe to be the best fit in RFB Holdings, a strong, Maine-owned company with similar values and the resources and expertise to maintain and develop what we have built.

“Throughout our four generations of family newspaper ownership, we have appreciated the privilege of serving the communities of Central and Southern Maine, and we continue to be extremely grateful for their support. By combining the resources available at Sun Media Group and RFB Holdings, community news, community sports, digital platforms and advertising services will be enhanced with expanded coverage throughout the region,” Costello said.

The sale of the Sun Media Group assets is scheduled to close Aug. 1 according to John Cribb and Randy Cope of Cribb, Greene & Cope, representing the Costello family. Cribb, Greene & Cope is a merger and acquisition firm with offices in Montana, Virginia, and Missouri.

The story is based on information from a press release by Sun Media Group.

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NENPA moves to Woburn, Mass., from its longtime home at Northeastern University

The New England Newspaper and Press Association has relocated.

As of the week of June 26, NENPA is headquartered at One Arrow Drive, Suite 6, in Woburn, Mass.

The move ends a 67-year residence at Northeastern University for NENPA and one of its predecessor organizations, the New England Press Association, including in several locations on its Boston campus and, most recently, on its Dedham, Mass., campus,.

The move involves new telephone and fax numbers and email addresses as well as new mailing and delivery addresses.

The main telephone number is now (781) 281-2053. The new fax number is (339) 999-2174. The website remains www.nenpa.com

The new telephone numbers and email addresses for the NENPA staff are as follows:

Linda Conway, executive director, l.conway@nenpa.com, 781-281- 7648
Megan Sherman, assistant director, m.sherman@nenpa.com, 781-281-7284
Una Creedon, finance director, u.creedon@nenpa.com, 781-305-4957
Lynette Williams, operations coordinator, ly.williams@nenpa.com, 781-281-2053
Dawn Orvis, media coordinator, d.orvis@nenpa.com, 781-305-3134
Kristen Hafford, Web/technology manager, k.hafford@nenpa.com,   781-305-3134
Link McKie, NENPA Bulletin editor, l.mckie@nenpa.com, 781-305-3134

Please email the staff if you have any questions, and you will receive a response as soon as possible.

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Obituaries

Henry E. Josten, ex-newspaper owner, reporter, columnist, editor, publisher

Henry Josten
Henry Josten

Henry E. Josten, 94, of Old Saybrook, Conn., died June 17 at the Bride Brook Health and Rehabilitation Center in Niantic, Conn.

He was a reporter, columnist, editor, publisher and newspaper co-owner during his 65-year career.

He was president of the former Connecticut Editorial Association and New England Press Association. He became a member of the New England Newspaper Hall of Fame in its first year, 2000. Josten and newspapers with which he was associated won more than 200 state and national awards.

His career began in 1941 as a copy boy for the New Haven (Conn.) Register. A year later, he became a reporter for The Middletown (Conn.) Press. He later was promoted to county editor.

In 1947, he joined The New Era of Deep River, Conn., as managing editor.

The next year, the company that owned the New Era added The Hamden Chronicle and, later, several weekly newspapers, including the Connecticut Jewish Ledger of West Hartford, The Dolphin of Groton, the Niantic News, East Hampton News/Colchester Citizen, and Branford Review, all in Connecticut.

Josten became a co-owner and president, co-publisher and editor of the company in 1960.

The ownership group of which he was part sold the New Era in 1974 to the owner of the Pictorial Gazette of Old Saybrook, who merged the New Era into the Pictorial Gazette.

Josten was appointed as editor. He wrote stories, editorials and three columns a week: “The View from Here,” “Business Beat” and “Josten’s Jottings.” He retired from the Pictorial Gazette at age 71.

During his career, Josten interviewed headliners in Connecticut in politics, theater and sports, and did travel writing.

For 25 years ending in 1973, Josten did public relations for the Ivoryton Playhouse in Essex, Conn. He met and dealt with Hollywood and Broadway stars, including Don Ameche, Marlon Brando, Gloria Vanderbilt, Doris Day, Jack Lemmon, Claudette Colbert, Mae West, Tallulah Bankhead, Shelley Winters, Sylvia Sidney, Groucho Marx and Karl Malden

He leaves his wife, Elsa; a daughter, Madeline; three grandchildren, Eric, Caroline and Jay.

Mark H. Batterson

Mark H. Batterson, 65, of Rocky Hill, Conn., died in his home June 21 after battling amyotrophic lateral sclerosis, also known as Lou Gehrig’s disease, since November.

Batterson was employed with the New Britain (Conn.) Herald beginning after graduating from college, including as suburban editor, night editor, and managing editor.

“Working with Mark was stepping up your game,” James H. Smith said in Batterson’s obituary in the Herald. Smith was executive editor of the Herald and The Bristol (Conn.) Press in 2010 when Batterson was managing editor and the Herald won a New England Newspaper of the Year award from the New England Newspaper and Press Association.

“He somehow made you want to do your best. You didn’t want to disappoint him. And nobody worked harder than Mark. He knew news. He knew the community he served. He knew justice and truth and he interjected it into his newspaper with vigor every day of his working life,” Smith said.

Batterson was business editor for The Middletown (Conn.) Press

He had freelanced for other newspapers and magazines in Connecticut.

He retired for health reasons last year from the layout department of the Journal Inquirer of Manchester, Conn.

He leaves his wife, Ellen; a daughter, Liz; a grandson; a granddaughter; a great-granddaughter; a sister.

Louie Frank Blackwell

Louie Frank Blackwell

Louie Frank Blackwell, 80, died June 24 at Norwalk (Conn.) Hospital.

He was employed at the Norwalk (Conn.) Hour.

He leaves his wife, Laura; a daughter, Audrey; a son, Elgin; a surrogate daughter, Paulette.

The obituary rewrites were done, at least in part, from published reports by Bulletin correspondent Joshua Leaston, an undergraduate student at Northeastern University.

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Transitions

Joseph Charpentier

MAINE

Joseph Charpentier is joining the Boothbay Register of Boothbay Harbor as a full-time reporter. He replaces Morgan Callan Rogers, who now will be a part-time news contributor to the Register. Charpentier’s coverage will include local government, schools, sports and community events. He has been with a couple of newspapers and has been a copywriter.

Dan Cotter

MASSACHUSETTS

Dan Cotter has left GateHouse Media New England, where he was director of sales development and training, and moved to Chicago, where he is a consultant on revenue, sales training, product development and research for newspapers. Before his job with GateHouse Media New England, which publishes six daily newspapers, 98 weekly community newspapers, and 168 local news websites in five states, Cotter spent five years as executive director of the New England Newspaper and Press Association. Before that, he spent a decade as chief operating officer of Urban & Associates Inc., a newspaper research and consulting company based in Sharon. He also spent almost 20 years with Pulitzer Publishing Company in St. Louis, Mo. He was its director of newspaper strategic planning and its vice president of marketing for Pulitzer’s community newspaper division. Also with Pulitzer, Cotter was publisher of the Santa Maria (Calif.) Times; vice president and circulation director of the St. Louis Post-Dispatch; vice president and circulation and marketing director for the Chicago Daily Southtown; and marketing and research manager for the St. Louis Post-Dispatch. He founded a company that designs and coordinates research studies known as the Suburban Focus Group-Boston. In 1990, he received the Gerold Zarwell Award, which is the Newspaper Researchers Council’s highest honor.

The Transitions were written, at least in part, from published reports by Bulletin correspondent Joshua Leaston, an undergraduate student at Northeastern University.

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Dominant photo is basic in sports front design

Ed Henninger design
Ed Henninger design

Ed Henninger
Design

ED HENNINGER is an independent newspaper consultant and the director of Henninger Consulting.

Website: www.henningerconsulting.com
Phone: (803) 327-3322

WANT A FREE evaluation of your newspaper’s design?
Just contact Ed: edh@henningerconsulting.com | (803) 327-3322

IF THIS COLUMN has been helpful, you might 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 website: www.henningerconsulting.com

Many community newspapers put strong effort into covering high school sports. They understand that their high school teams are a key ingredient in the glue that holds the community together.

When designing their sports front page, however, many sports editors try to give all sports fair play. By doing so, they often create pages much like example #1 illustration.

There’s only so much space on their front page (and sometimes less, to allow for ads), and they cram in too many photos. As a result, none of the photos is large enough to be the lead visual.

When too many photos of like size are placed on the page, it’s difficult for readers to know which of the packages is more important. There’s no focus — each package calls for attention with the same “visual volume” as those around it.

What’s the lead? What’s the second most important report? What’s the third, and so on? Readers get no sense of hierarchy on a page with four or five like-sized photos.

Example #2 works much better. It immediately gives readers a sense that the larger photo is part of a lead package. The other photos are no more than half the size of the lead photo, helping readers to understand that those packages are not as important as the lead report.

I appreciate that sometimes it’s difficult for us to decide which is the lead item. What if the boys basketball team just lost in overtime to their cross-county rivals, but the girls volleyball team won a squeaker over the same cross-county school? Hmmm … which gets the lead? Well, there you might have to rely on the better photo. If the picture shows the winning spike by the girls volleyball team, I’d want to make that the lead.

Another point: You can’t make everyone happy.

I recall a sports editor years ago asking me: “I report on three high schools. Can you design me a front page that gives them all equal play?”

I thought that over for a moment and responded: “Yes, I can … but I won’t.”

“Why not?” the editor asked. “If I don’t try to give them equal coverage, I get calls from upset parents.”

I answered: “You’re the sports editor. You’re paid to handle those calls. What if one of the teams you cover has a record of 11-1 and the other two are 3-9 and 2-10? Do you really think it’s good journalism to give them all the same space?”

When I shared that story with the publisher, he just shook his head, grinned and said: “Yeah. That’s Bob.”

Don’t be Bob. Make choices on your sports front. And let the photos guide you to making choices that will help your readers.

Sports page example #1
Too many photos, most the same size, create a cluttered, confusing page.
Sports page example #2
Photo use is much better in this layout.
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From the Slimp mailbag …

Kevin Slimp technology
Kevin Slimp technology

Kevin Slimp

Kevin Slimp is director of the Institute of Newspaper Technology.

Email questions to him at
kevin@kevinslimp.com

Convention season has been a lot of fun for me this year. I just returned from visits with associations across the Midwest United States and Western Canada, and there is a definite intensity brewing among community newspaper publishers. There were more publishers wanting a private moment to discuss their thoughts, and longer lines of folks waiting to talk to me after sessions.

As I entered the ballroom at the Illinois Press Association convention, I couldn’t help but smile. I was scheduled to speak on the topic, “What’s Going on at Newspapers Today,” and I had a feeling there would be a need for more chairs and it was inspiring to see every seat filled and more chairs brought into the room as I spoke. Still, a dozen or so folks stood in the back to hear what I had to say about the mood of the industry.

In the vendors area at that convention, I was greeted by Virginia publisher Matt Paxton and Wisconsin publisher Andrew Johnson, both representing the National Newspaper Association. We probably could have talked for hours, but time was limited because I had to lead a session. We continued the discussion, centered around the crucial need for more honest conversations about the state of the industry, during breaks the next two days.

As I see at so many places I visit, both Matt and Andrew are at healthy newspapers and weren’t surprised to hear that most of the papers I visit are reporting steady or improved health the past three years. I have a feeling we will meet together soon to continue that discussion.

Stan Schwartz, editor of Publishers’ Auxiliary, was also in the audience in Illinois. At one point, while helping me distribute some materials, he said: “You know what people like? They love your Question and Answer columns.”

Stan knows what he’s doing. If he says readers like Question and Answer columns, I believe him.

Here are some of the questions I’ve received from readers and friends recently:

From Janet in Tennessee

I know you’re on the road, but we really need your help. Our production Mac has a white screen and we’ve tried restarting it. Nothing seems to work. Please help.

In the old days, Janet, it seemed like restarting a computer fixed most problems. It still fixes some, but in this case it takes a little more work. When restarting a computer doesn’t work, unplugging the computer for several minutes, then restarting, sometimes does the trick.

Both Macs and PCs sometimes need to be unplugged. These are the steps I sent to Janet that got her computer up and running: Turn off the computer for several minutes, then restart while pressing the Option+R keys immediately after hearing the Apple chimes. When the computer starts up, you should see the OS X utilities menu. Select “Disk Utility” and click “Continue.” Select your start-up disk and click “Repair Disk.” Then reboot your Mac.

From Mark in Ohio

We have “lost” an important folder of InDesign pages on our Mac server. This is the only thing missing. We do use the Amazon backup service every night. We were using the folder four nights ago, but now it has vanished. Is there any “back door” way to find this file? Or anything else you can think of?

I’m glad you have the daily backup, Mark. As long as the folder is there, you’ve lost a few hours at the most.

My conversation with Mark highlights the importance of running Time Machine, which creates an hourly backup of your Macs, and the importance of having an off-site backup. There are many good cloud backup services out there, and most cost about $5 a month per computer or even less if you subscribe for an entire network of computers.

From Ken in Manitoba

What’s the best way to back up our email? If we ever lose it, we’d be in a bind.

If you take a look at Mark’s question, you’ll find your answer. It’s important to use Time Machine or some other local backup, in addition to an off-site backup. Many cloud (off-site) systems offer both off-site and local backups (to a USB drive or other device). Carbonite (carbonite.com) is one of many such systems.

From Buddy in Georgia

I’d like to pick your brain for a moment. Many of our printing customers are having a similar problem: black text printing on all four plates. Do you have any suggestions to help with this issue?

Yes, Buddy, I do. Most folks see a file like this and think the problem was caused by using “registration” instead of black in the text. That’s usually not the case. This happens primarily when the text has been converted to RGB. This can happen in two places, but usually happens when converting the file to PDF. Check the settings in either InDesign or Acrobat and make sure nothing is set to convert to RGB. The safest setting is “Leave Color Unchanged.”

When black text prints on all four plates, causing registration problems, the culprit is usually incorrect settings in Acrobat or InDesign.
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How to make a good second impression

John Foust Advertising
John Foust Advertising

John Foust

john-foust-ad-libs

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 in-house training.

Email for information: john@johnfoust.com

Don, who manages a newspaper sales department, is always looking for ways to strengthen customer relations.

“We understand the importance of first impressions,” he told me. “Know something about the prospect’s business before calling. Show up for the first appointment with a big smile and a firm handshake. Ask questions to learn about their overall situation and their marketing goals.

“All of that is important,” he said. “But what about second impressions? I’ve been hearing a lot about that lately. We all know from personal experience what it’s like for a salesperson to treat us like royalty during an initial meeting, then act like they barely know us after that – especially if we don’t buy something right away. That’s why the things we do in that second contact can make a big difference in the salesperson-customer relationship.”

Here are some ideas:

  1. Express appreciation immediately. “A good old-fashioned ‘thank you’ is a must,” Don said. “Simply thank them for taking the time to meet with you. An email is faster, but a handwritten note is more memorable.”
  2. Email a summary of your meeting. “This can save a lot of headaches down the road,” Don said. “The more you discussed in your first conversation, the greater the need for a summary. For example, here’s a short version of what you could say: ‘Thank you for taking some time to meet with me to discuss marketing ideas. We discussed: Point 1, Point 2 and Point 3. The next step is for me to provide you with a detailed proposal by the end of next week. Looking forward to our next conversation.’ ”
  3. Send business-related information. “Obviously, this can be related to your conversation,” he said. “For example, if you talked about zoned coverage or click rates, send more details. If you can do a little online research, find some relevant ads that worked well for a similar business in another market. Or maybe you can find a couple of famous ads for national brands, which your prospect could find interesting. Make sure they illustrate advertising principles that can help his or her business.”
  4. Send non-business information. If you learned that he is a golfer, email a link to an interesting video about golf. If she mentioned that her family is planning a vacation to Europe, send a related link or clipping from your paper’s archives.
  5. Ask for more details about the things you discussed. For example, if you’re working on a marketing proposal, do you need more information about prospective target audiences? Would you like to have more statistics on sales of their seasonal products? Would it help to have a list of loyal customers who could be willing to provide testimonial quotes?

“It’s smart to ask questions at this point,” Don said. “It helps you learn more and it keeps the client engaged in the development process.

Don’s ideas make a lot of sense. A salesperson has only one chance to make a second impression.

 

(c) Copyright 2017 by John Foust. All rights reserved.

 

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