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Newest New England Hall Of Fame Inductees All Pioneering Community Journalists

John Voket | NENPA eBulletin | March 11, 2020

The gathering was intimate but sentiments filled the room as three new inductees were welcomed into the New England Newspaper Hall Of Fame February 7. The gathering, always a highlight of NENPA’s Annual Convention, took place at Boston’s Renaissance Waterfront Hotel.

Each year, a panel of NENPA Executive Board members and Executive Director Linda Conway review nomination packages to honor the most outstanding newspaper professionals from the association’s six-state region.

More than 100 individuals have been singled out over the past 50 years, and in 2020, the Hall of Fame celebrated John Dennis Harrigan, Julia Wells, and Carol J. Young. Each inductee and were joined by family and colleagues past and present.

In their lengthy nomination of Harrigan, co-nominators Joseph W. McQuaid of the New Hampshire Union Leader and Sunday News, and Nancy West, publisher of InDepthNH.org extolled his “more than a half-century illustrious career as a statewide reporter, outdoor writer and North Country newspaper owner.”

Harrigan is well known to readers at the New Hampshire Sunday News, and his column, “Woods, Water & Wildlife,” was still running long after he left the paper’s employ, continuing the column for a 37-year run. As publisher of the Coos County Democrat, he founded the weekly direct-mail tabloid, the Northern Beacon.

“Harrigan’s columns, editorials, and feature writing have regularly presented a view of New Hampshire nature and wildlife to a statewide, often suburban readership that would otherwise be lacking in that perspective,” they wrote.

“His informed, respectful, and often humorous columns have introduced and educated generations of readers to New Hampshire’s outdoor vistas and wildlife,” they continued. “Sometimes, he just rants, and even when he is deeply pissed off, his words are a joy to read.”

In welcoming his nominee to the Hall of Fame podium February 7, McQuaid further related, “newspapering is in his blood,” adding that three of Harrigan’s four children, like his father before him, are in the newspaper business.

“John could, and did, write everything,” McQuaid, a former colleague observed. “He could write outdoor features, he could cover a riot — which he did for us — he could go to Fenway Park and take pictures, he was extraordinary.”

McQuaid’s voice broke as he momentarily mentioned the tragic 1997 shooting at his News & Sentinel that took the life of “his editor and his best gal.” He went on to praise Harrigan saying, “he put out the paper that night…for his town, and his family, and his friends.”

As the Hall of Fame attendees brought him to the podium with warm applause, Harrigan remarked how wonderful it was to come to Boston “to hobnob with people who are passionate about what we do.”

He reminisced about walking away from a lumberyard job over half a century earlier and wandering up and down the Main Street in Nashua, New Hampshire, ending up taking a job at the Telegraph.

“That was the beginning – 1968, and the rest of it has been one hell of a toboggan ride,” he said. “I’ve gotten some great stories out of it, and met some wonderful people. But we still need gatekeepers,” he added, referring to professional journalists, whether they are working in print or on the web.

‘Fearless reporter, skillful editor’

In her nomination letter Vineyard Gazette Publisher Jane Seagrave related that Wells devoted her entire professional career to covering her Island community.

After moving to Martha’s Vineyard fresh out of Wells College, she joined the New Bedford Standard Times’ two-person bureau in 1973, then worked for the Cape Cod Times when that newspaper eclipsed the Standard Times as the Vineyard’s preferred mainland paper. In 1984, she joined the Vineyard Gazette, where she served as senior reporter for many years before being named editor in 2004.

“A fearless reporter, graceful writer and skillful editor, Julia is also a demanding leader who holds herself as much as her staff to the highest standards. Night or day, when news breaks on the Vineyard, you can be sure that Julia will be directing coverage and, if circumstances require, making the phone calls, taking the pictures, filing the story online and teasing it on social media,” Seagrave continued.

“A guardian of the public’s right to know and a mentor to many young journalists, Julia Wells is a shining example of a consummate news professional,” Seagrave added.

Welcoming her friend and colleague to the podium February 7, Seagrave noted that “everyone at the Vineyard Gazette understands that what we’re trying to do is something more than just cover the news on Martha’s Vineyard. And the keeper of that flame for the last several decades is Julie Wells. In many ways Julie is the Vineyard Gazette.”

Through everything from hurricanes to small community selectmen’s meetings, Seagrave said her colleague willingly covered “roiling debates and disputes that went to the heart of what Martha’s Vineyard is.

“She was and is a student of the island’s history, she knows the most arcane zoning regulations, the intricacies of school finance, she can probably quote most of the Steamship Authority’s enabling legislation,” Seagrave said, “and she writes with equal authority on where wildflowers, grass sand plains, striped bass regulations, legal maneuvers, real estate transactions…and she happens to know where the best blueberries are on the island.”

As Wells took the microphone she commented that in all the years of attending NENPA and before that NEPA conferences, “I never knew what went on in that Hall of Fame – and I’m honored and humbled to represent the Gazette here tonight.”

Stating she is proud to be “an old school, fearless crusading print journalist…always working to shine a light on others.” She recognized a number of her staffers who all played roles in supporting her work, and reminded attendees that the Gazette has been maintained for decades as “a teaching paper.

“It’s a responsibility to continue that tradition and I carry it – sometimes heavily – but never alone,” adding that writing about friends and neighbors she sees every week in the grocery store provides the ultimate opportunity “to make a difference.”

“There are so many things that go into making a community newspaper, sometimes we win awards, and I’m so grateful to the Gazette – the little paper that does big things – and to the Gazette giving me the opportunity to win this award.”

An ‘inspiring leader’

Last but not least, Alan Rosenberg, executive editor of The Providence Journal, headed to the podium to talk about former colleague Carol Young, who was nominated to the Hall of Fame by the Journal’s Managing Editor, Michael McDermott.

During 45 years at the Journal, Young rose from small-town bureau reporter to statewide education reporter, and eventually to deputy executive editor – second in charge of the news department. She was a leader of the Providence Newspaper Guild during a time of labor strife, before becoming the first woman to join the Journal’s management team in 1979.

Young was a guiding force behind the newspaper’s intern program, serving as a mentor for many who would go on to careers at the Journal and at other publications around the nation. Since retirement, she has remained extremely active in her community – and in 2018 she was named one of the state’s “inspiring leaders” by Leadership Rhode Island.

Rosenberg further explained that he had heard about Young 42 years earlier when he was heading to work at the Journal, where “Carol turned out to be a lifelong mentor and a terrific friend.”

“I think that’s what makes her so rare and wonderful beyond her distinctions during her four-and-a-half decades at the Journal,” adding that Young was throughout it all “a fierce advocate for a free press.”

In 1984, Rosenberg recalled how after notorious Providence Mayor Buddy Cianci was arrested for assaulting his wife’s lover, Young contacted the outgoing mayor’s 29-year-old replacement, Joey Paolino, explaining that “he was in the big leagues now…and letting the Journal record his thoughts was part of the package – he let us in.”

Rosenberg also lauded Young’s “human touch, that also helped make her a great editor,” and mentor to dozens of up and coming interns at the Journal – reminding those at the Hall of fame dinner that Young remains vibrant and active in Rhode Island in her retirement.

As Young took the microphone, she recognized her fellow newly inducted Hall of Famers who, “all love to be in the room when the news happens.”

Young noted one colleague who mentioned that the downward spiral of the print news business started in 2010, the year she retired.

“So I thought, what – did I cause this crisis? But there absolutely is nothing funny about the decline of newspapers. It is sad, it is troubling, and it’s ultimately going to lead to people being less informed – or more likely mis-informed, and perhaps ill-equipped to be the one thing we all have to be: citizens we need to keep this democracy we have going.”

Young related the many ways that local newspapers touch and inform the many friends and neighbors in a community, and how “newspapers large and small are fulfilling their constitutionally protected role of being watch dogs of the government.”

She went on to observe how “newspapers create a community-wide foundation of shared facts, shared experiences, and shared values,” despite differing opinions in the readership, who nonetheless all used facts and information from the same newspaper.

“All during my decades in journalism, you could hear people say ‘it must be true, I read it in the Journal.’ But the loss of trust in the mainstream media haunts me – and it’s particularly unsettling because the loss of trust is occurring while newspapers are struggling to reinvent themselves and to hold onto principles they always had.”

She observed that “current assault” of the “big guys” in journalism coming from Washington, D.C. “is more vicious, and baseless. The ‘fake news’ [claim} is so baseless, it’s so deliberate, calculated, it’s so damaging, and it’s so wide spread.”

She praised the Journal for a current series featuring newspapers staffers, revealing “why they’re doing this job, something they were called to do, who these people are covering the news so maybe people will trust these people a little more.”

In discussing why keeping the First Amendment strong matters, Young said “newspapers can only fight back by not backing down, and holding their ground as community watchdogs – who “own it and correct it when we slip. That’s what newspapers do.”

In closing, Young said newspapers need to expose more about themselves, what they do, and why they do it.

“That’s what we have to somehow tell people,” Young said, “what the world would be like without us. There is strong journalism going on around here. It’s important, and it’s not fake news.”

John Voket is a contributing writer for the eBulletin and former NENPA President.

2020 Hall of Fame Dinner Photos
(Please note these photos are not hi-res. If you’re looking for a better quality photo from the event, please email info@nenpa.com)
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Seven Days and Kate O’Neill Receive the 2020 Jack Barry Communications Award From Recovery Vermont

Cathy Resmer | Seven Days | February 25, 2020

Writer Kate O’Neill’s 2019 series “Hooked: Stories and Solutions From Vermont’s Opioid Crisis,” published in Seven Days, received this year’s Jack Barry Communications Award from Recovery Vermont. The award presentation took place during the nonprofit advocacy organization’s annual Recovery Day event in Montpelier on February 12.
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Keene Sentinel and Seven Days recognized by E&P as top 10 publishers

Nu Yang and Evelyn Mateos | Editor&Publisher | March 2, 2020

This year, we revamped our annual list of 10 Newspapers That Do It Right to 10 News Publishers That Do It Right. Our nomination form stated: “As our news industry grows and expands beyond paper, we want to profile not just newspapers, but all news publishers that are doing exciting things at their companies.”

So, for the first time, we invited news publishers—across all platforms—to send in a nomination. We heard back from 70 news outlets around the world, and we’re proud to introduce the 10 “super” news publishers (along with our honorable mentions) that made the list this year. As you read about each of them, we hope you’re inspired and encouraged about the bright and creative ideas taking place around our industry.
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Local high schools invited to participate in Breeze video contest

Ethan Shorey | The Valley Breeze | February 26, 2020

High schools in communities covered by The Valley Breeze are invited to participate in a video contest highlighting the importance of local journalism and The Breeze in the community.

Students from each high school, up to a maximum of four students per school, are asked to work with a coordinator on a single one-minute video. There is broad license for creativity within the project, and a panel of judges will decide the top three based on the overall product.

Students have until the end of April to create their videos and submit them.
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Now Accepting Applications For The 2020 Bob Wallack Intern Stipend

Editors at New England Newspaper & Press Association member publications are invited and encouraged to apply for a $500 stipend for one of their 2020 summer interns.

This stipend will be awarded to an aspiring community journalist in honor of former New England Press Association Executive Director Bob Wallack.

If you would like NENPA to consider your intern for this special award, please submit a letter that briefly outlines:

  • Your intern’s background and aspirations
  • The type of experience you’ll be providing for him/her in the coming months
  • The level of contribution that you expect the intern to make at your newspaper this summer
  • Why you believe this intern merits this special compensation. (In other words, will the money be well spent on this student?)

Please submit your nomination by Friday, May 1st by emailing info@nenpa.com. Please use the subject line Summer Intern Stipend.

For further information please call NENPA at (781) 281-7648.

About the Bob Wallack Community Journalism Fund

Bob Wallack

Longtime New England journalist and former New England Press Association Executive Director Bob Wallack died in January 2014 after a brief illness at the age of 63.

Bob’s career in community journalism spanned over four decades, and took him to three different New England states. He worked for a variety of daily and weekly community newspapers in positions ranging from reporter, general manager and publisher. He also served as Executive Director of the New England Press Association during the 1990s.

Former colleagues of Bob’s have launched a fund in his memory that will support both community journalism and young people in our industry — two of Bob’s lifelong passions. In addition to this stipend for interns, NENPA bestows an annual Bob Wallack Community Journalism Award, recognizing a New England newspaper man or woman for exemplary community journalism. Previous recipients include Steve Damish of The Enterprise in Brockton, Mass.; Thor Jourgensen of The Daily Item in Lynn, Mass.; Stanley Moulton of the Daily Hampshire Gazette in Northampton, Mass.; Ray Duckler of the Concord (NH) Monitor; and John Flowers of the Addison Independent in Middlebury, VT.

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Call for coordinated editorials – raising our collective voice during Sunshine Week

As journalists, we rely on open government and freedom of information principles to keep the public informed about their government. Too often, though, we are met with roadblocks. Indeed, a recent Boston Globe editorial stated that when it comes to access to public records in Massachusetts “think thick dark clouds – not sunshine. This is the only state in the nation where the Legislature, judiciary, and governor’s office all claim to be exempt from state public records laws.”

The New England Newspaper and Press Association and the Boston Globe are working together to encourage newspapers across every state to run an editorial on the importance of open government.

With Sunshine Week coming up in March, we invite you to hold our government leaders and agencies accountable by writing your own editorials on the importance of open government.

Please join us in raising our collective voice for transparency and access to public information, and what it means for your readers and community.

This is a call for action on the importance of open government. Please publish an editorial during Sunshine Week, March 15-21.

Click here for a terrific example published by the Telegram & Gazette in Worcester.

Let us know that you’ll be participating:

Yes We Will Participate

We’ll collect all editorials submitted and we’ll share links to access all of them.

Contact Linda Conway at l.conway@nenpa.com or 781-281-7648 with any questions.
S

Sunshine Week is brought to you by the News Leaders Association and Reporters Committee for Freedom of the Press. With generous support from John S. and James L. Knight Foundation and The Gridiron Club and Foundation.

Submit links and PDF’s of your editorial to Tara Cleary at t.cleary@nenpa.com.

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2020 Newspaper Convention Presentations

These are some of the presentations that were presented during the 2020 New England Newspaper Convention, held Feb. 7-8, 2020 in Boston.

Collaborative-Reporting

Reporting-On-Immigration

Follow-The-Money-Funding-News

Publishers-Panel-Revenue-Growth

Filling-Newsroom-Gaps-College-Partners

Filling-Newsroom-Gaps-College-Partners

Diversity-Newsroom

Get the Most Out of Your Intern
View this presentation with narration

Large and Multimedia Presentations – This folder contains the presentations of Mike Blinder, Peter Huoppi, George Dratelis and Charles St. Amand.

If you have any problems accessing the presentations please contact Tara Cleary at t.cleary@nenpa.com.

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Publishers Panel promotes survival, sustainability through innovation

John Voket | NENPA eBulletin | February 25, 2020

Straight out of E&P Publisher Mike Blinder’s keynote at the 2020 New England Newspaper Convention Feb. 7, a motivated group of several dozen publishers, editors and staffers headed to a Publisher’s Panel on Leading Innovative Initiatives moderated by former NENPA Director and Vermont Standard Publisher Dan Cotter.

Cotter got the session started and kept the conversation moving with thoughtful and relevant questions as panelists each hit on a number of innovations happening at their companies that are moving – or pegging – the needle with good outcomes.

Panelists included Autumn Phillips, Managing Editor of The Post and Courier in Charleston, SC; Liz White, Publisher & EVP Record-Journal Media Group in Meriden, Connecticut; and George Arwady, Publisher and CEO of The Republican in Springfield, Mass.

Phillips, whose work has been recognized twice by Editor & Publisher Magazine’s “10 Newspapers That Do It Right,” kicked off the conversation explaining how she has used one-on-one data coaching of editors at The Post and Courier to keep the newsroom focused on audience and digital revenue strategy, and has developed a training culture focused on improving and deepening journalism.

Phillips stressed the importance of team buy-in to new ideas, programs, and ways of innovating that require every staffer to participate, even when it means doing added work or venturing into new beats developing content that resonates best with readers.

Why is that so important?

“Our goal is to keep 83 people in our newsroom,” Phillips said, adding with that sized staff the Post and Courier can handle the day to day demands while still devoting resources to in-depth and investigative reporting, as well as engaging writers and editors in special projects.

About half of those staff members are working primarily or exclusively on digital projects. Phillips said the current goal is to attract 20,000 digital Post and Courier subscribers paying $20 monthly by 2022 (up from an initial offering of $9.95 – and currently at $12.95).

Today The Post and Courier has 8,437 digital subscribers, up from 1,200 just two years ago. Phillips said her paper is running a test now to determine if digital consumers are finding enough value to pay $19.95, or if the digital monthly access should just bump to $15.95.

Her research shows attracting subscribers by discounting or activating a subscription at lower rates only produces greater churn when renewal time comes. “We’re not seeing complaints as we raise our rates,” she said. “If we can get people to pay full price for a year, that’s where we’re seeing success,” she said.

On the editorial side, the Post and Courier management is coaching reporters every day using data to look at what is converting in terms of reader interest, and talking about different digital metrics every day to enhance staff engagement.

She also calls two weekly meetings to review reader behavior with editors, so they are better equipped to coach reporters about building reader loyalty by developing stories that will peak reader engagement time.

In response to reader engagement, the Post and Courier has added two new business reporters, and is asking reporters to seek out “news you can use” subject matter, then encouraging them to write with context, analysis, and authority across all beats.

“That kind of content works for us,” Phillips said. “Readers want more ‘aha’ moments, and things to talk about.” She also briefly covered how the Post and Courier has “pivoted strongly to newsletters,” and “content-driven events.”

Bringing Strategies To Life

In Connecticut, White is the latest Record Journal executive in a multi-generational line of ownership of their 153-year-old newspaper. She said a few years ago her company committed to a strategic plan labeled “80/20 by 2020” — and she spent most of her time talking about how that plan has become an initiative “the whole company can rally around,” while building “a culture around …the most important strategic goals.”

Part of that included relocating the Record Journal newsroom to a new open floor plan workspace. “That really transformed our culture,” White said, which hastened staffers’ collective buy-in and contributed to a collaborative atmosphere.

On the subject of embracing change, White encouraged newspaper leaders and decision makers to “succeed or fail fast” mindset, and when something is working, “stop and celebrate them – people need to be excited about the things they accomplish.”

Today, White sees her company deriving 20 percent of its revenue from non-traditional sources, and finding new ways to do things through “four pillars of transformation.”

She said the first of those pillars involved developing a consumer revenue team tasked with “figuring out strategy,” that has already boosted the Record Journal’s digital subscribers from 287 in 2017, to just under 800 today – with a goal to top 1,800 by year’s end.

White’s editors and managers are similarly coaching reporters and editorial staff to constantly use analytics to build digital engagement and earn subscribers by simply asking what people want and then delivering that content.
The Record Journal’s efforts were supported and energized through its participation in Poynter’s Table Stakes program, which helps local newspapers learn how to make a successful transition to sustainable digital publishing while building a culture of performance-driven change.

“One of the Poynter suggestions was going public, and getting your entire organization to understand why” strategic changes are happening, she said. “So we’re audience focused instead of being focused on the kind of content we think people want,” she added.

White’s team is also moving from paid views to engagement – a huge shift.

“Our page views have gone way down, but the number of users has not,” she said, “that means they’re more engaged and more willing to pay [for content].”

The second pillar “owned and operated revenue,” involves revenue built around content. That means packaging and bundling advertising positioned around content, no matter which platform.

She talked about a “player of the week” sports initiative that also includes weekly video content and an annual event – that White said attracted several over the past year paying $2,500 per month. Several other sponsored packages are poised to run focusing on real estate, food and drink, and healthy living.

White said the Record Journal’s third pillar is Home Based Digital Revenue – promoting the Record Journal’s “local team with national expertise,” and promoting how White’s publications and multimedia content are local, family-owned, and innovative.

The final pillar is “Event Revenue.” White said her team is selective about the kinds of events to do, and that the sports event tied to the aforementioned athlete of the week program.

“That event draws about 400 people,” she said. The paper turned a 35-year-old “design an ad” promotion for local elementary students into an event that draws students, educators, community leaders, and parents “who are excited to be engaging with us.”

White said the company also hosts a four-Chamber event with 300-plus local business people into the Record Journal’s innovative office space so they can see for themselves that we are not a dying newspaper.

Finally, the paper’s “Readers Choice” promotion developed into a print special section that generated $25,000, and morphed into an event that White said generated $235,000 in revenue this year.

‘Money to be made’

Arwady batted clean-up, in part, updating the audience on a number of success stories working for his paper and subsidiary MassLive.com that he showcased in a session at NENPA’s 2019 New England Newspaper Conference in Worcester last October.

Session Speakers Showcase A Mix of Traditional And Wildly Creative Ways To Generate New Revenue

Arwady reassured confidently that “there’s a ton of money to be made in print,” whether printing one’s own publications, or printing for other clients. On the digital side, he said his company has seen its MassLive.com page views escalate to an eye-popping 274,332 the day before the conference by keeping content and access free to users.

“That’s why the audience has grown immensely,” Arwady said. As a result, “advertising revenue is millions and millions of dollars.”

Arwady believes he is experiencing the most exciting time in the newspaper business, but admits, “if we don’t innovate, we’re out of business folks.” That means embracing the concept that local newspapers of any size are likely the dominant news medium, information and communications media in your market.

“If you know your market, if you make friends, and if you build relationships and offer innovative products to meet people’s needs, you’re going to be around for years and years and years,” he said.

Referring to the NENPA conference keynote, Arwady said his company always has a “shiny new toy.” He said charging more for the Republican has chased away peripheral readers, and engaged those who read this paper intensely.

Among the other innovative risks Arwady thinks will pay off big is acquiring a partner providing a POP Network or “point of purchase” array of 63 video screens in the region providing a silent, 7-minute loop of news content and advertisements, with each news video or advertisement lasting 15 seconds.

“These are smart digital screens that are optical readers that look out at you, and it knows your gender and age,” he said. “We’re going after TV budgets.” Arwady said the POP Network is geo-targeted, “and we just went over 1.1 billion impressions.”

“Last year we went over $60,000 in revenue and this year, the budget is $390,000,” he added. The Republican is also still making money from obituaries and related products which have generated a 30-40% increase in revenue in recent years.

“You need to brainstorm everything to make money,” he said. Arwady’s company does a revenue retreat every year, the latest producing about 35 new ideas that they choose from to promote or pilot each year.

One of the latest event ideas is a cannabis expo fair to draw both purveyors and consumers engaged in Massachusetts’ legal recreational adult market. Adding he expects to see several hundred vendors signing on from across North America.

The Republican also publishes books, targeting myriad community landmarks, activities, personalities, milestones, and anniversaries. “We do about a quarter million dollars a year in book publishing,” he said. “If there’s an anniversary in your town, and it’s a big enough deal, and you’re not making money off it, shame on you!”

Arwady said his company is far from abandoning print. “If you do it right, print is still wildly profitable, but you have to be creative, nimble – take risks, and give [innovative ideas] time enough to work.”

John Voket is an Associate Editor at The Newtown Bee in Connecticut, Director of Public Affairs for Connecticut’s Connoisseur Media radio stations, and 2018-19 President of NENPA.

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Convention keynote message – Find out what they want and give it to them

John Voket | NENPA eBulletin | February 25, 2020

As the newly-minted owner and publisher of Editor & Publisher, Mike Blinder launched into his keynote at NENPA’s 2020 New England Newspaper Convention hearkening back to a mantra he learned from a key mentor back when he was working in broadcasting.

While the advice seems almost quaint, even eternally simplistic, Blinder believes the credo rings true today – particularly when considering the sustainability of newspapers. He recalled meeting Mike Joseph who created radio’s “Hot Hits” format, and adopting the advice that has served Blinder well for decades: “Find out what they want and give it to them.”


At the same time, Blinder advised the audience that while it is particularly important in the realm of ad sales and marketing, in order for newspapers and in fact the entire industry to survive, it’s vital for publishers and their teams to believe in – and sell themselves to readers.

Blinder suggested that if newspaper operators and staffers believe we’re in a dying industry, that nugget of negativity will eventually become a self-fulfilling prophecy.

“Is print dead? The answer is no,” Blinder declared with conviction.

Pointing to a completely different kind of hero, Blinder recalled one of the greatest lines in sports coming from hockey god Wayne Gretzky and how it relates to the future success of newspapers.

In trying to explain his record breaking acuity for the game, Blinder related Gretzky once saying, “I skate to where the puck is going to be, not where it has been.” In relation to newspapers, that means finding the sweet spot among the niche media serving one’s market.

“The world is niche,” Blinder reminded the NENPA Convention crowd, who gathered February 7-8 at Boston’s Renaissance Waterfront Hotel. “Your lane has to remain hyper-local – it’s where you have to be!”

That means hyper-local in terms of the content newspapers’ maturing readers are demanding and still consuming with significant enthusiasm – as well as how newspapers continue serving their advertisers.

Urging ad sales directors and their front line reps to be a street fighter, Blinder laid out a scenario he employed to help remind skeptical business owners and advertisers that newspapers do have impact in local communities.

On occasion, when faced with an advertiser claiming that nobody reads the local paper anymore, Blinder suggested offering to buy the business an ad in which it promotes giving $100 away to any customer who comes in.

When the business owner inevitably balks at the concept, they remind themselves that local newspapers still do have readers – readers who pay attention to the ads as well as the editorial content.

Citing the latest Borrell Associates 2020 Outlook, Blinder fortified his position about the continued value of newspapers to their business community. He said despite the fact that small businesses are subject to media approaches 40 – 60 times per month, the Borrell study affirms
that newspapers are still the #3 choice for small businesses.

“We’re still number three – but that’s not a bad place to be,” Blinder said, offering this hopeful note: “And digital spending has peaked – and it’s coming down.”

Blinder noted that the most successful newspapers are working to espouse the STS – “shiny toy syndrome.”

“Businesses don’t hate us, they know we work. So here’s the challenge guys – the perception is you’re not dead – the perception is you’re just old. If it’s new it has to be cool. But we still act old and stodgy in a shiny toy world,” he observed.

Referring to his own endeavor and the recent acquisition of E&P, Blinder first changed the cover design by adding a hashtag.

“I branded old with new,” he said. Then he (gasp! upgraded the size of his new magazine.

Then he looked at how he was going to show off all that shiny new attitude to the readers – while reeling them back to become new devotees of his long-established brand.

E-mail.

“That’s my future,” Blinder said, explaining that under his leadership, he saw the E&P e-mail database grow from 18,500 to more than 50,000 bringing an 18-25% open rate and click rates well over 10 percent.

“And every click is going to something I own.”

Then he added podcasts (“…new and shiny!”, and committed to creating virtually no-cost videos to help motivate advertising and marketing partners to put their faith and ad spending into E&P.

In the interest of better prospect engagement, Blinder also advocated morphing off-putting and difficult to digest rate cards. “Rate cards are absurd,” he chided.

Instead, create marketing promoting packages that combine legacy print with digital.

Blinder designs his E&P advertiser packages with elements that can peel away if prospective marketing partners and advertisers hit their budget wall. Referring to the practice as “downselling,” Blinder advocates ad reps going in high and working downward.

Another important reshuffling of sales behavior, Blinder said, involves completing a needs analysis before any discussion of what your newspaper has to offer to a prospect.

“Train your salespeople to lead with client goals. Don’t lead with a product, lead with determining advertiser needs,” Blinder said. The simple formula for success in Binder’s experience is the approach (getting in the door); building rapport; ascertainment (finding out what the advertiser wants); crafting a solution; and then, closing.

“Lead as a B to B advocate helping to grow their business,” he added. “Overcome objections by leading with the benefit.”

Then hit them with a shiny new toy.

“That’s the secret sauce,” he said. “Tell the client what you’re excited about – for me it’s digital.”

Then promote every single positive testimonial available. When sales or editorial hears something good, Blinder says exploit it – “tell the world!”

In response to an audience question about getting emails to drive prospects to Binders arsenal of free and no-cost self-promotional videos, he replied – “ask them for two minutes to watch a video. Fifty percent open it.”

Blinder closed with his own pitch – offering NENPA attendees a premium subscription rate for E&P, and encouraging them to get in the queue now as he slowly begins shifting from open to subscriber-only web content.

John Voket is an Associate Editor at The Newtown Bee in Connecticut, Director of Public Affairs for Connecticut’s Connoisseur Media radio stations, and 2018-19 President of NENPA.

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