AUGUST, 2017

ISSUE 8

P R O M O T I N G P R E S S F R E E D O M S I N C E 1 8 6 8

Fighting Fake News:The Facts are Black & WhiteJim Tarrant, Executive Director

Michigan Press Association

Traditional media has been getting a bad rap lately. Icons in the newspaper industry like the New York Times and Washington Post are accused of providing “fake news” to their readers all too often. Sadly, this moniker is perpetuated most often by those who are unwilling to acknowledge the truth in the stories being printed.

As the Michigan Press Association prepares to celebrate its 150th Anniversary in 2018 we want to urge Michigan citizens to celebrate traditional media in our state. Newspapers have been providing important information about your communities since 1825. A survey released by the National Newspaper Association this month shows that people still prefer newspapers for their local news over TV and the internet.

In the same survey, for community news, local newspapers beat the internet by 3-1, which only received 11 percent of the audience share. Social media came in at just 5 percent, as did radio.

Journalists at local newspapers know their communities, they know the elected officials, the school employees, the student athletes and the local business people. Being part of the communities they report on helps them understand what the readers are looking for in their product.

The trust of those readers is crucial to the success of the newspaper. There are times when newspapers get something wrong. In most cases, they are willing to make corrections. Unfortunately, this is often not the case with alternative media websites that tend to favor one ideology over others and are unwilling to make any corrections when their “facts” are refuted.

Whether it be in print or online, local newspapers can be counted on to keep citizens informed. They can also be counted on to hold elected officials accountable and let you know if your tax dollars are being used appropriately. Michigan newspapers lead the fight to protect the First Amendment in our state. By advocating for open government, transparency and accountability they help ensure that people from Detroit to Iron Mountain and Muskegon to Tawas can access information regarding their local and state officials and what they are doing with public funds.

We hope you will continue to read and support your local newspaper and utilize it as a resource for updates on the happenings in your community and in Lansing. Join MPA and Michigan newspapers in celebrating 150 years of facts in black and white.

MPA would like to extend a warm welcome to our newest members. The new members were approved by the MPA Board at their August 3rd meeting.

In the Individual News Media Membership Category:

Troy Baker- WOOD TV. Troy is an investigative producer at WOOD TV in Grand Rapids.

In the News Media Publication Category:

FlintBeat.com is an online publication headed up by Jiquanda Johnson in Flint, MI.

“News is what somebody somewhere wants to surpress; all the rest is advertising.” - Lord Northcliffe

New Members

Visit MichiganPress.org for this house ad and editorial. Look for additional materials as we continue to prepare for MPA’s 2018 sesquicentennial.

Welcome

PAGE 2 AUGUST, 2017

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WASHINGTON?

A Note from MPA President Doug Caldwell

Taxing Advertising Could Have Adverse Economic Consequences

Your Membership MattersIt feels like the media is being scrutinized, criticized and, at times, demonized more than any time in recent memory. As a member of the Fourth Estate, we understand it is in moments like this that our role is more important than ever.

Whether a large daily paper or a small community publication, I imagine all of us have dealt with the fallout of the anger that has become prevalent in the national rhetoric. Continuing to do what we do, to uncover truth and to serve as guardians of the communities we serve, is something we’re all striving to do. Being a member of the Michigan Press Association assists us in the efforts of fulfilling out mission.

There is strength in numbers and becoming a MPA member allows you to be part of a network of brethren who are dealing with similar issues that you are. Through its public policy work, the MPA champions freedom of press and is steadfast in its mission of providing “sunshine” into traditional role of “keepers of the record” in relation to public notices.

Access to the legal hotline, another membership benefit, is a valuable tool. When those times arise where help is needed, a quick call can provide advice from advisors who been through it a time or two. Other important benefits are access to the annual MPA convention, featuring cutting-edge speakers who are well known in the state and country and access to participate

in the Better Newspaper Contest, which awards the best and brightest in the Great Lakes State.

The MPA understands that not all publications these days are traditional newspapers, and the MPA membership committee is dedicated to expanding membership to non-traditional publications and organizations and increasing its individual memberships to include more freelance journalists and college students. The committee is looking to find more ways to connect members to each other andto opportunity. The MPA classifieds and resume bank, for example, are designed to connect publishers to talent.

The MPA is looking not only for new members, but also for volunteers to help the membership committee grow the organization.

For more information on becoming a member or to join the membership committee, please contact Lisa McGraw at (517) 372-2424 or lisa@michiganpress.org.

What’s happening in

MPA Executive Director, Jim Tarrant joined Brent Morris of the Holland Sentinel

Column by Steve Horton

Connecting With Members

Advertising is all around us, found in newspapers such as this one as well as on TV, radio, and the Internet. The term would include store signs, product labeling, posters, billboards, flyers, business cards along with ads in magazines, phone directories, school yearbooks, fair books, tourism guides, and athletic programs. It would also cover the sponsorships that help fund special events like Fowlerville’s Christmas in the Ville and the Fowlerville Family Fair as well as the money spent to buy an animal at the 4-H auction.

Advertising for many businesses, whether large or small, is used primarily to sell a product or service to a targeted audience. But it also serves as a marketing tool to let people know who they are, what they do, where they’re located, and how to contact them. Last, but not least, it offers businesses a way to support community activities and organizations.

With the money spent and its impact, advertising is a major part of the overall economy—locally, in the state of Michigan, and nationally.

Information compiled by The Advertising Coalition (a national association of advertisers, ad agencies, and media companies) states that advertising helps generate $9.4 billion or 15 percent of the economic activity in the 8th Congressional District—an area that includes Livingston and Ingham Counties and the northern part of Oakland County.

The study also shows that advertising helps produce 33,527 or 12 percent of all jobs in the district. “Every $1 million spent on advertising supported 69 jobs in the 8th District,” the Coalition pointed out, adding that “Every direct advertising job also supported 43 other jobs across all industries.”

In Michigan, as a whole, advertising expenditures account

for $179.8 billion of economic output or sales—an amount (the Coalition’s study pointed) that is 16.3 percent of the $1.1 trillion in total economic output in the State. Job-wise, the number is over 566,000, or 13.4 percent of the labor force.

When you get to the entire United States, the figures are $5.8 trillion, or 16 percent, and 20 million jobs, or 14 percent.

Advertising, as it’s generally defined, is considered an ordinary and necessary business expense and, ever since the tax code was created in 1913, has been a fully deductible cost of doing business. However, this 100 percent deduction—which has treated advertising the same way as hiring employees or buying products to stock the shelves for resale or paying the monthly rent on an office—may be in danger of being reduced or otherwise modified. Doing so would likely have adverse economic consequences, says the ADvertising Coalition. It is an assessment I concur with.

If a recent proposal were enacted, only half of the total expense could be deducted for the current tax year while the remainder of the money spent would be spread out as a deduction over the next several years. And what about that remaining part of the advertising expense? Well, it would be taxed as income. As an example, if an automobile dealer spent $2 million to advertise the 2017 models, it could deduct $1 million this year but would not finish deducting the other $1 million until the 2027 models were on sale

Such a change would have an obvious impact on this newspaper (a dire one in my judgment since our weekly publication is funded entirely by the sale of ads) and would, I believe, also have a chilling effect on small businesses—not only those we serve and who are our customers but elsewhere in the state and nation.

So am I akin to Paul Revere, sounding the alarm, or more like Chicken Little, thinking the sky is falling when no such danger exists? Is the 100 percent deduction for advertising likely to be changed? Or is it an off-the-wall idea that has little chance of gaining support?

Well, The Advertising Coalition—whose membership includes such major entities as the National Association of Broadcasters, CBS, The Walt Disney Company, 21st Century Fox, and the News Media Alliance—is concerned it might gain traction.

The reason for the concern is tied to the fact that the Republican leadership in the House and Senate as well as the Trump Administration have indicated their intent to bring a major tax overhaul up for consideration this fall. Their stated goal is to reduce the rates for corporations as well as individual taxpayers, and to make the tax code “simpler.”

Part of the preliminary discussion has included eliminating or modifying some of the existing “loopholes” as a means of offsetting some of the revenue that will be lost by reducing rates. Loophole is a term used for describing the other guy’s tax break or deduction. Possibly the best known deduction, one used by millions of Americans, is the yearly interest that’s paid on a home mortgage loan. Ending that loophole is one of the options being considered.

The advertising deduction is not a loophole. Our system taxes the net income of a business – the profits. To determine what is profit a business takes its total income and deducts its expenses, such as rent, salaries, office supplies, utilities – and advertising. These deductions to determine what is net income to be taxed have been around since the beginning (1913).

WH

ER

E IN THE WORLD

IS

JIM TARRANT

www. M I CH I G AN PR E SS.org

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Connecting With Members

Unfortunately, officials looking for offsetting revenues sometimes forget or ignore the basic structure of our tax system and the reasons behind these deductions. The fear is that in the give-and-take of this upcoming legislative process, reducing the advertising deduction could slip into the final bill.

It is not an unfounded worry. The idea has been brought up before in the Halls of Congress. The initial proposal dates back to 1986. And like a pesky weed, it’s popped up off and on since then, most recently appearing a little over two years ago when the former Republican Chairman of the House Ways and Means Committee, Rep. Dave Camp of Michigan, introduced a tax reform bill that would have allowed businesses to deduct only 50 percent of ad spending the first year with the rest amortized over ten years.

Before that, in 2013, Max Baucus, who at the time was the Democratic senator from Montana and the chairman of the Senate finance committee, offered up a similar proposal, only his proposal would have amortized half of all ad expenses over five years.

The justification for amortizing part of the expense is that, in the proponents’ view, advertising has a long-term benefit for businesses as well as a short-term one.

Well, that might be true if the business lasts long enough. But most of those I’ve dealt with over the years want an immediate benefit when they invest their money. Growing their business, which can take time, is part of the equation, still many of them advertise to sell more merchandise or to get more customers as soon as possible. Moreover, two economists who received the Nobel Prize have written specifically that most advertising does not have a long-lasting benefit, and that the current tax treatment is correct.

The supporters for reducing the tax deduction and treating the remainder as taxable income point to the pot of money that could be generated. But that’s assuming the decision-making by businesses doesn’t change—that they continue spending the same amount of money on advertising. I can see many of them—especially small businesses--taking a hard look at what they’ve been spending since, if they were to continue at the current amount, it would add to their tax bill.

This sort of tax policy, in my opinion, would penalize owners and companies for making an investment in their business when buying an ad, launching a promotional campaign or otherwise trying to move the needle by gaining more customers or improving sales. Such investment and its desired end result—which is sometimes a calculated risk with no guarantee—if successful, not only helps them, but improves the economic vitality of their community and this nation. It ought to be encouraged, not greeted with a larger tax bill.

I became more aware of the impact of advertising on the economy, its importance in generating jobs, and the possibility that part of the money spent on advertising might be taxed thanks to my being invited to join a small, grassroots delegation that would be meeting with Congressman Mike Bishop at his Brighton office. In the briefing for the meeting we reviewed the information I’ve cited on advertising’s economic footprint in the economy and background on past proposals to tax advertising by reducing the 100 percent deduction. We also discussed how the tax reform bill was progressing and the concerns that Congress, in the give-and-take that will go on, might modify the deduction.

The purpose of the meeting was to have constituents from back home—myself being one of them—talk with Mr. Bishop about the importance of advertising to our assorted media businesses and to the business community.

Why Congressman Bishop? Well, he is the newest member of the House Ways & Means Committee, replacing Tom Price who left Congress to serve as the new Secretary of Health & Human Services. The Ways & Means Committee is where the work on tax reform—and it’s various provisions—will officially begin.

Our delegation was comprised of representatives from the Michigan Association of Broadcasters, the Local Search Association (whose membership includes the Yellow Pages directories, Google, and other advertising and media

companies), the Meredith Corporation which publishes such well-known magazines as Better Homes & Gardens and Midwest Living, and the Michigan Press Association—the newspaper trade group I belong to.

My membership in the MPA and the fact I own a newspaper in the 8th District were the reasons why I got the call, asking if I’d take part in this gathering.

At the meeting, held on August 2, we started by introducing ourselves and the entities we represented and then each of us had a chance to offer our observations and opinions.

I noted that the Fowlerville News & Views is supported entirely by advertising, nearly all of it from small businesses. I added that we circulate 6,300 copies each week. I had brought a copy of the current issue which I put on the table, pointing out that it contained numerous photos of the recent Fowlerville Family Fair as well as reports from our area legislators, other columnists, and information on upcoming community events along with the ads.

“Over the course of the year, we print the school news, the obituaries, and promote special events,” I added. “I see the newspaper as a community bulletin board where individuals, the schools, churches, other organizations and businesses can place information to inform the public. There are other ways of getting out the word, but the newspaper has been and is an effective way to do so.”

I had also brought a copy of the Fowlerville Family Fair book and one of the sports programs for the Fowlerville High School and pointed out that both publications are supported by advertising. I further noted that at the fair, I and other businesses from the area had purchased still exhibits and market livestock from the 4-H’ers.

“If the 100 percent tax deduction is reduced, then advertisers will probably become more selective in what they’ll spend their money on,” I said. “They might still run an ad in the newspaper, but decide not to buy support ads in the fair book or the school sports program or yearbook. Or it might be the other way around.”

I said that I didn’t have a crystal ball to predict how small business might react to this kind of change in the code, but noted that my concern is that owners, by no longer being able to deduct advertising at 100 percent, are going to reduce their advertising spending since many of them are on tight budgets.

“While that hurts my self-interest,” I acknowledged, “it puts small businesses, the Main Street types who are my customers, at still another competitive disadvantage and adds still another burden for them. Many of them already face a challenge in competing. This sort of change would make it that much harder.”

I brought up two other related points to be considered. One was that being able to deduct part of the advertising expense and amortizing the rest of the cost over a period of years makes record-keeping and decision-making even more complicated—still another obstacle for the small business owner. A 100 percent deduction, by comparison, is simple and straight-forward.

As for the second point, I noted that a lot of people, myself included, got our fingers burned during the Great Recession. Due to this unpleasant experience, many small businesses have been cautious and even reluctant about making major moves or investments. This hesitant approach has remained even though a recovery has been going on for several years. I think you could argue, as some have, that this mindset is a main reason why the rebound has not been as robust as many had hoped.

I suggested that a major tax change like this one (a modification I consider radical) might fuel the uncertainty and make small businesses even more cautious and hesitant—a psychology that would hinder the economy and even cause it to contract.

Since this meeting with Congressman Bishop was a private one, not a press conference, I won’t report on what others said—although their comments provided other valuable perspectives and were certainly equal to or even better stated than my own—nor what the Congressman said

in response. He did make comments that indicated his understanding of our respective positions.

That said, I don’t feel I’m out-of-place to divulge that the Congressman feels a tax reform bill needs to be undertaken this year, given that 2018 will be an election year, and that the House and Senate Republican leadership and the rest of the GOP caucus as well as the Trump administration want to see a lowering of corporate and individual rates and a simpler code.

He noted that within that broad, overarching goal will be a lot of considerations and proposals. Among them, he said, is that lower tax rates mean less short-term revenue which can cause the deficit to go up unless other sources of revenue are found or programs are cut or some combination of the two are done.

He was expressing a reality that all of those others in the room, being representatives of their associations or clients already knew, namely that a lot of deals get made, unexpected provisions get added to the final bill, and the ‘devil is in the details.’

In some cases it’s a lesser-of-two-evils choice, while in other cases there are winners and losers. As to that latter scenario, I noted at the meeting, “When you rob Peter to pay Paul, you can usually count on Paul’s support.”

It’s certainly no revelation that there are a host of self-interests involved in the legislative process. Each and all attempt to persuade the public officials who are deciding the matter on the rightness of their particular cause or circumstance. There’s also the common cause, that utilitarian notion of “the greatest good for the greatest number.”

For me, maintaining the 100 percent deduction for advertising is one of self-interest. Selling ads is what pays the bills. Changing the existing tax code and, in doing so, possibly causing many small businesses to reduce their advertising budget is of personal concern.

But such change has (in my view) broader implications—ones that could negatively impact jobs, businesses, consumers, and overall economic activity.

Against that risky proposition is a track record of proven success. For over 100 years, ever since the federal income tax became law, this policy of a full deduction has been in place and helped build our local, state, and national economy. Advertising is the lubricant of our free market system. It aids and enhances the flow of goods and services. Why in the world mess with it?

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In the last several weeks, the Hotline Team has fielded multiple calls from MPA members who have received retraction demands. They have numbered about one retraction demand every other day. It is not clear what might be prompting the increase, but it is a good time to remind members of some best practices for dealing with retraction demands.

# 1 – Limit Communications: Whether the retraction demand is oral or written, you should not respond without legal advice and the input of senior members of your team. If you receive a call, you should merely gather information – what is the issue, who has the problem, what is it that they want the paper to do? You should not engage in a discussion, but merely gather the information and let the caller know that you will bring it to the attention of the appropriate individuals. Then do so!

# 2 – Alert Your Insurance Carrier: Most media insurers require you to notify them if you receive a retraction demand, and your failure to do so might result in a loss of coverage. Also, many brokers that you deal with are not familiar with media insurance, and treat it like auto coverage (i.e., if you merely have a ding, don’t report it because you are better off covering the cost yourself; this is a mistake!). The Hotline Team has relationships with many media insurance providers and we can help you navigate these issues.

# 3 – Have the Right Insurance: Some members use traditional business insurance carriers like State Farm or Allstate. This is another mistake. You want insurance from insurers who know and understand your business. Most media insurance providers are staffed by media attorneys who understand your business and the attendant legal issues. (One member received a retraction demand and, upon informing their carrier, was told that the insurer would let them know if they were covered in 30 days and that, in the meantime, any admission of liability (i.e., a retraction or correction) would result in loss of coverage!)

Among the coverage you should consider that is typically available through media insurers, including website coverage: Traditional Communications and Personal Injury (defamation, invasion of privacy, etc); Advertising; Commercial Printing Coverage (printing for third parties); Fair Use (legally protected use of copyrighted material); First Amendment Restraint Defense Costs Reimbursement (prior restraints by the government; restrictions on access to proceedings; seizure of newsgathering materials); Reporters Shield Coverage (relating to disclosure of sources our outtakes); and Subpoena Defense Costs Reimbursement (relating to third party subpoenas for newsgathering materials). Both MPA and the Hotline Team have lists of media insurers for those members who are interested.

# 4 – Contact the MPA Legal Hotline: When you receive a retraction demand, make certain that senior members of your management team are notified, and contact the MPA Legal Hotline. We can help you navigate the insurance issues as well as the legal issues and how to best respond. Often the stories that are the subject of retraction demands involve ongoing issues in your community; the Hotline Team can assist in vetting additional stories to limit or mitigate the effect of prior stories and to insure that you have the fullest possible legal protections.

Retraction Demands on the Rise – What to DoBy Robin Luce Herrmann, MPA General Counsel

Classified Network of Michigan

2x2 and 2x4 Networks of Michigan

As the Network sales arm of the Michigan Press Association, Customized Newspaper Advertising offers member newspapers the opportunity to participate in the statewide classified and 2x2/2x4 small space display networks.

Newspapers attract an audience Did you that sales into the Michigan display network from January through August 2017 in the event category reached more than $23,000 in gross sales! The numbers are so high because this category of business is perfect fit for the network!

Use the 2x2 and 2x4 network in your local sales! It’s a great way to increase attendance at these events by drawing in visitors from the region and the state. Below is a sample ad that ran in the display network as a way to increase attendance!

When looking for information about local things to do, consumers rank newspapers as the most useful source of information — more than double the next closest source. 50% rate newspapers the most useful source. The internet was next at only 22%.

*Source: 2013 Scarborough Research– CNA Consumer Media Usage Study

HOW TO EARN INSTANT COMMISSIONS

The classified and small space display networks provide a method of generating additional income for you and your newspaper, but also allow the advertiser to reach many local markets across the state or region. When your newspaper sells a 25-word classified or 2x2/2x4 display network ads in the network, your newspaper makes money, 50% commission instantly!

Media kits for the classified and small space display newspaper networks are available on www.cnaads.com/mpadowloads each sales sheet includes research information, a map for each of the three regions, and a list of newspapers that participate in the network.

For more information about the newspaper networks, or to sign up and earn instant commission in your market- call the Inside Sales Manager, Rachelle Kjellberg at 800-227-7636 ext. 126 answer any additional questions.

Fall Events are Coming Up

#TBTAugust 1947

Charles J Quade who established the Power-Spalding Tribune in 1902, still hunts and pecks the Oliver typewriter which he purchased for $100 about thirty years ago. In contrast with the

old typewriter is the dial telephone on his desk which provided telephone service during the recent nation-wide strike.

www. M I CH I G AN PR E SS.org

PAGE 5 AUGUST, 2017

by John Foust

Jared told me about a technique his sales team uses. “I learned it in a seminar years ago, and I’ve seen it used in different industries. It’s based on presenting both sides of the story,” he said. “It’s natural for sales people to focus on positives, but prospects think about negatives. So we package presentations to show disadvantages along with advantages. It creates an atmosphere for open, realistic conversations.

“The first step is to learn the advertiser’s needs and develop an overall campaign theme. The next step is to create three distinct choices – for ad placements, ad designs, etc. The third step is to pinpoint specific advantages and disadvantages of each choice. And the final step is to objectively discuss the choices with the advertiser.”

I asked Jared why he recommends three choices. “Three is the right number,” he explained. “Two can make one of the ideas look like an afterthought, and four can make the sales person seem indecisive – like the cliche of throwing spaghetti at the wall to see if something sticks. Three ideas seem deliberate, and they’re easier to keep up with.

After a close look, we can make a recommendation.”

Let’s examine how Jared’s idea works as a presentation starter. The sales person might say:

(Introduction) “Based on our recent planning meeting, you want to reach your target audience with as many impressions as possible. You’ve been running in our print edition for a long time, but your local competitors are beginning to have a bigger online presence. You don’t want to abandon print, but you’d like to make sure you’re keeping your message in front of your customers. I believe we have three choices.”

(First choice) “The first choice is to increase your print schedule and drive people to your web site. The advantage of this idea is that you would keep the print connection that you have built with your regular customers. The disadvantage is that you would need to beef up your web site and sync it with the specials you run in print.”

(Second choice) “The next option is to cut back on your print schedule and shift the majority of your budget to our digital site. The advantage is that you would be more in step with your competition. The disadvantage

is that you wouldn’t have as much visual impact on the printed pages.”

(Third choice) “The third option is to keep some print, run some digital and let us develop an email marketing campaign for you. The advantage is that this would put you in position to reach people on multiple fronts. The disadvantage is that it would take a little more time to set up, because we would need to merge your customer database with our lists.”

Although this is an oversimplified example, it provides a glimpse of something that has helped Jared’s ad team. The objective is to give advertisers an honest look at the situation. Mentioning disadvantages can give sales people a real advantage in sales presentations.

Disadvantages Have Their Advantages

“We need to find ways to give our staff the tools they need to get the job done. Training is necessary if we are going to have successful ad reps, editors and writers.”

While attending the Tennessee Press Association Convention recently, Jack Fishman, Morristown, said those words to me as we sat at the corner of a long table, waiting for a board meeting to begin.

I’m pretty sure he knew he was preaching to the choir. What followed were emails, phone conversations and, eventually, a face-to-face meeting between Mike Fishman, publisher of the (Morristown) Citizen Tribune, Jack and myself.

As I’ve written many times, there are correlations between successful newspapers and business practices. Mr. Fishman was right. Training is a necessary ingredient if we are going to have successful staff.

Speaking of training, exactly one week after my visit to Morristown to discuss training, I traveled to Greeneville, Tennessee, just 30 miles up the road. The reason for the trip was to do some tests and work with the staff of The Greeneville Sun to improve the reproduction quality in photos.

While there, I ran into a familiar face. Hala Watson has attended several of my design classes over the years.

Hala was quick to tell me she had recently moved from the production area to the advertising staff. I told her I wasn’t surprised because she has the personality of a salesperson.

I also was not surprised to learn she is loving sales and has gained quite the reputation as a successful ad rep after just four months on the job.

“You know what I do? The publisher dares me to go out and make a particular sale, then I go out and make the sale. It’s that simple.”

I’ve been working with Tim Smith quite a bit lately in

training ad reps, and I knew it surely wasn’t that easy. But maybe it was.

She told me there was a new yoga studio in town. I later passed it on the way to lunch with some of the newspaper managers.

“Gregg Jones (Sun publisher) dared me to go out and sell them a double truck, so that’s what I’m going to do,” Hala told me just before lunch.

For those unfamiliar, a “double truck” refers to a pair of facing pages with content that stretches over both pages. This usually occurs over the center spread of a newspaper.

As our group walked into the dining room at General Morgan Inn, I saw Hala having lunch with the owner of the studio. They were deep in conversation. I didn’t see any computers, folders or sales sheets. Just the two of them talking.

Two hours later, back at the newspaper, I saw Hala.

“Did you sell the double truck?” I asked.

“No, but let me show you what I did sell!”

She pulled out a 52-week contract. That isn’t a typo. She sold a 52-week contract over lunch. I don’t know why, but I wasn’t surprised.

Later, I called Hala and asked if she would share some secrets to her success. She was more than happy to share her insights.

“I just try to be me. I like people. I enjoy talking to people and they seem to respond.”

When asked how she approaches a potential advertiser, she made it sound simple.

“I don’t take papers or a folder or anything with me. We just

have conversations. I don’t push. No one likes to be pushed.”

Asked what she did on her first day as a salesperson, she offered, “I just left the office and went out and started meeting people. And guess what. It worked.”

I told Hala she was an interviewer’s dream. She just kept feeding me one great quote after another. But these weren’t canned lines, she meant what she was saying. She loves selling and advertisers are responding.

“At first,” she told me, “I didn’t think I would be a good salesperson. When they showed me the paperwork, it was overwhelming.”

I asked how she got over that.

“I just started going out. I love meeting people and visiting with them. I just decided to be me.”

During our phone conversation, I learned the yoga studio contract wasn’t her first. She had signed another year-long contract a few weeks earlier.

Artie Wehenkel, advertising director at The Sun, told me, “I worked closely with Hala when she was in the newsroom. I always thought she was a natural salesperson, and I was right. If someone has a selling personality, we can teach them the rest.”

Selling Newspapers“If someone has a selling personality, we can teach them the rest”

by Kevin Slimp

John Foust

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. E-mail for information: john@johnfoust.com

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

PAGE 6 AUGUST, 2017

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& Member NotesNews

After nearly 17 years at EMU, Kevin Devine stepped down as adviser at the Echo on August 11. The university offered buy-outs as “early retirements” to staff (not faculty) over 50 with 15 or more years of service.

“Working with the students and helping them learn the newspaper trade and appreciate the importance of it in our democratic society has been a very rewarding experience, and working with the MPA and my collegiate colleagues across the state has been equally rewarding and edifying.”

While he may be leaving EMU, Devine does not plan to retire, but plans to continue working in the communications field, preferably in journalism and/or teaching.

“If I can be of any service to the MPA and/or the Collegiate Press Association in the future, I would consider it an honor. I think the organization does great work, and newspapers, especially on the local level, are critical for the engagement of our citizens.”

New Beginnings

by Gaylord Herald TimesGAYLORD — Subscribers to the Gaylord Herald Times, Petoskey News-Review and Charlevoix Courier e-edition will soon notice a fresh new look on their respective screens and tablets.

By Aug. 1, all three newspapers will be running exclusively on a new e-edition format from Olive, which will give readers a more elegant, convenient and useful application which allows a multitude of options to view, share and read content.

Matt Wenzel, Northern Michigan Review Inc.’s digital media leader, said the discussion to switch the e-edition platform took place over the course of several months.

“We wanted to make sure the benefits were there for our readers,” Wenzel said. “Once we looked at the Olive format, the final decision turned into a quick and easy one.”

E-edition users will notice many features that will stand out right away, from faster load time to a snazzy look and feel.

“This would be great in and of itself, but there are several less obvious gems that make it a superior platform,” Wenzel said.

Wenzel said the feature that stood out to him right away was the ease of navigation.

“Users can still scroll through the pages just like a PDF visual display if they find the most comfortable way,” Wenzel added. “In addition, a new table of contents link makes skipping through sections a breeze, along with a ‘Digest’ view that allows for a quick view of several stories at once.”

Accessibility was a huge factor in the decision to go with Olive as a vendor as well, Wenzel said.

“Whether looking at it from an iPhone, a

tablet or a big-screen monitor, the display looks great,” Wenzel said. “For those of use who have needs or preferences that require larger type, a full-screen feature and a zoom that’s very responsive, make the site very accommodating.

“Another feature that we knew would be popular with our on-the-go readers is the ability to read an edition of the newspaper offline,” Wenzel said. “Subscribers can download in a traditional PDF format, but a great new feature is the availability of an HTML format that is a much smaller file size, which means a quicker download.”

Wenzel mentioned the e-edition is a great benefit to both print subscribers and digital subscribers.

“Our readers will be happy to know they no longer need two different accounts to access the e-edition, only a subscription linked to their account on petoskeynews.com is required to access the e-edition,” he added.

Because of the consolidation of accounts, Wenzel said he and support staff have been busy notifying and migrating existing customers.

“This is to be expected with a major platform change, but the important thing is to make sure that all of our current e-edition readers know that we are here to answer questions and solve any issues,” Wenzel said.

Herald Times, Sister Publications Switching to New E-Edition Platform

by by Angela KelloggAngela has worked at the Harrison District Library as the support service librarian for almost ten years. An opportunity to continue the local hometown paper was too good to pass up. She continues with the library part time while taking on ownership and managing editor at the Clare County Cleaver. Author of two local history books published by Arcadia Publishing, she appreciates the 136-year history of the newspaper and hopes to bring the newspaper into the future while honoring it’s past. Joining her in this endeavor is her husband, Barry Henry and their four children. The Clare County Cleaver is one of two newspapers in Clare County and the oldest continuously running business in the county. It circulates 3,000 papers weekly on Thursday.

Change of Ownership

by OwnLocalStartup technology company OwnLocal announced today they have acquired newspaper consortium-owned Wanderful Media. The acquisition of Wanderful will allow OwnLocal to expand their media-partner network and augment the suite of digital services they provide to local advertisers.

OwnLocal automatically turns print and broadcast advertisements into localized digital marketing campaigns. Wanderful Media operates Find & Save, a website and mobile app solution powered by newspapers that promotes local coupons and sale content for consumers.

Find&Save has more than 400 sites that offer daily deals from large retailers and brands, such as Walgreens, Kohls, and Office Depot. The app streamlines communication between newspapers and the national brands who purchase circulars and inserts (est. $4 billion industry), and utilizes geo-targeting to show consumers the best bargains and shopping content customized for their area.

Twelve major media companies in the United States—including Cox Media Group, Gannett Co., The Hearst Corporation, and The Washington Post Co.—joined together in 2011 to create Wanderful Media as a way to purchase Travidia, Inc. and their Find&Save product.

Since then, Wanderful Media has raised a total of $50.5 million in four rounds of funding between September 2012 and April 2014 that they invested into the Find&Save App, as well as the acquisition of iCircular from the Associated Press in 2012.

Bob Clark, VP of Technology for Wanderful Media, said, “Both Wanderful and OwnLocal have a history of successfully

introducing new products to better local advertising. On top of that, OwnLocal provides fresh ideas and new technology. Experience merged with innovation will bring the best-of-breed digital solutions to the publishing industry, and in turn, to their advertisers.”

OwnLocal works with more than 3,300 newspapers globally—such as Gannett, tronc, and GateHouse Media—andpowers digital campaigns for more than 129,000 local businesses.

“The mission of OwnLocal is to transform the way businesses tell their stories online to a local audience ,” said LloydArmbrust, founder and CEO of OwnLocal. “We’re happy to have acquired deep expertise and supporting technologyfrom Wanderful to help more businesses be seen and found online through our media partners.”

Wanderful Media will continue to operate as an independent company and their products will be supported for the foreseeable future. Clark, along with 9 other Wanderful employees, will join the OwnLocal team immediately. A few ofthese employees will relocate to Austin, TX, and Wanderful will maintain an operational office in Chico, CA.

This is OwnLocal’s fifth acquisition in four years. The terms of the agreement were not disclosed.

OwnLocal Acquires Wanderful Media

www. M I CH I G AN PR E SS.org

PAGE 7 AUGUST, 2017

CLASSIFIEDS

HEARST NEWSPAPERS MICHIGAN Full-time Digital/Print Media Sales Consultant Hearst Michigan is seeking the right candidate to provide business to business advertising and marketing solutions to an established and growing customer base in West Michigan. Applicants must be goal oriented, self-motivated with strong sales, communication and organizational skills to join our sales team in Howard City, MI. Responsibilities for servicing existing accounts and growing new business in Southern Montcalm and Northern Kent counties. The applicant will be responsible for selling print and digital advertising. Previous outside sales experience and knowledge of advertising and marketing a plus, but we’ll train the right person without this experience if you contain the “right stuff.” This position offers sales leads, mentoring and an open ended compensation structure that rewards winning. This is an immediate, full time opportunity with full time benefits.

Send resume and cover letter to: Nina Jones, HR The Pioneer GroupHearst Michigan 115 N. Michigan Ave. Big Rapids, MI 49307 njones@pioneergroup.com

FULL-TIME DIGITAL/PRINT MEDIA SALES CONSULTANT

GENERAL ASSIGNMENT REPORTERCome join the team at the current Michigan Press Association Newspaper of the Year and Michigan Associated Press Media Editor’s General Excellence winner.

The Daily News (Greenville, Mich.) is seeking a full-time multimedia sports reporter to become part of our editorial team. A bachelor’s degree in journalism and/or reporting background is necessary.

Candidates should be willing to work a flexible schedule, have excellent organization and communication skills and be able to tell stories that connect with our readers. Our ideal candidate should also have skills in photography, audio and video, social media and website content management systems. This position will focus on local sports coverage, but tasks will extend to other newsroom multimedia projects.

We’re a family owned daily newspaper that offers a great work environment and benefits package. Email a resume, letter of interest (including wage expectation) and work examples to:

Darrin Clark, Managing Editor

dclark@staffordgroup.com

MULTIMEDIA SPORTS

REPORTER

Looking for an editor who would enjoy living in a Northern Michigan, Lake Huron shoreline, resort community that offers exceptional recreational opportunities and activities

The Oscoda Press is a thriving community weekly with a circulation of just under 3,000.

We are looking for an experienced individual, although not necessarily one who has carried the title editor.

The successful candidate will be:

• Well trained on Mac computers and the InDesign program

• Very knowledgeable with the terminology and the laws governing the County, Law Enforcement and Government. Experience in coverage of government and the court is essential.

• Used to writing editorials, editing copy, pagination and Michigan winters.

As mentioned, we are looking for experience in working with all staff, being active in the role of the Community newspaper and the all-around job description of Editor

We offer paid vacations health insurance and a competitive salary.

Please send resume along with clippings giving evidence to your work to:

Mr. Ray McGrew, General Manager, Oscoda Press, PO Box 663, Oscoda, MI 48750

EDITOR

Classifieds continued on page 8.

Ready To Live The Dream?

How does owning your own weekly community newspaper sound? Be your own boss, work as many hours as you like (which are a lot). This independent newspaper has been the paper of record in the county for the past 121 years. Located in beautiful Upper Peninsula of Michigan on the south shore of Lake Superior. Booming tourist growth, up 20+% last year. A National Lakeshore Park is located in the community, living here is like being on vacation everyday. Owner looking to retire after 45 years in the business. Sale to include; Weekly Newspaper, Weekly Shopper, Office Supply Store, small commercial printing operation and the real estate. If you have the newspaper experience to move to ownership, and would like to do it for yourself and the community, this may be the opportunity for you. If you have the desire, and deep pockets please contact, Willie Peterson at 906-250-3282., No emails or phone calls to newspaper to keep this confidential. Serious inquiries only please. (no brokers)

NEWSPAPER FOR SALE

The Citizen newspaper has an immediate opening for a full time news/feature reporter. The Citizen is award winning weekly newspaper with a circulation of more than 11,000 located in northern Oakland County.

Duties include weekly coverage of community events, general news assignments including, local government, schools and police.

A degree in journalism is preferred. Experience in news reporting and photography necessary. This is a full-time position with paid vacation and medical.

Email letter of interest, resume and minimum of 10 clips to: citnews@citnewspaper.com.No phone calls please.

Full-Time Reporter

The general assignment reporter - Advance Weeklies will report, write, provide context for news coverage throughout the Advance Weeklies coverage area. Coverage will include breaking news, event previews and reviews and features. Some sports may be expected from time to time. Topics will include anything that gives context to the happenings in the community. This reporter will be required to use content management tools, shoot photos/video and record audio to give readers a multimedia experience as directed by the news manager. Required Education, Experience and Skills:

• Bachelor’s degree in Journalism or Communications or related field required

• Minimum of one - two years of journalism experience with a proven ability in reporting and writing required

• Proven experience building, maintaining and engaging an active audience

• Ability to work under deadline pressure and prioritize tasks appropriately

• Solid understanding of news writing, journalistic ethics and story structure

• Experience with search engine optimization practices

• Experience taking photos

• Basic HTML or equivalent web language a plus

• Knowledge of the methods and tools used to deliver content across a variety of platforms such as Moveable Type CMS, SCC Budgeting and Archiving System, Smartphones

• Understanding imperatives of multiple platforms - print, mobile, Internet, etc.

• Mastery of social media and digital interaction

• Proven ability to utilize a broad set of tools to tell stories and engage the audience

Duties and Responsibilities:

1. Gather information and write journalistically sound news elements for use in all media platforms, existing and future, that is:

• Balanced and factual

• Timely and topical

• Well-sourced and contextually correct

2. Learn and employ all techniques for effective digital reporting across all platforms, including but not limited to:

• Frequent, incremental posting throughout the day

• Story aggregation and topical link-posting

• Monitoring and engaging in reader comment streams on local market website impact pages

• Elevating comments into new posts when appropriate

• Interacting on social media platforms, with story shares, objective commentary, and promoting the news organization’s content initiatives

• Understanding and employing the means for monitoring audience interest and competitors’ posting on your topic, including setting up Google alerts, Twitter and RSS feeds

3. Work independently and remotely, while maintaining operational communication with editor and, when applicable, production center.

4. Working knowledge and use of the hardware, software and cloud-based equipment and systems for direct-to-web production and engagement, including but not limited to:

• Taking photographs and posting it to the web as well as uploading to any internal production systems

• Using laptops and smartphones for remote web reporting

• Using the Moveable Type content management system, and any future CMS

5. Understand the news organization’s audience traffic tracking systems and analytical reports

6. Keep abreast of industry advances and proactively consider new methods of reaching audiences including engaging, interactive and optimized product offerings

Working Conditions and Physical Requirements: General Office Environment. Significant driving required. MLive Media Group is an audience-first, digitally focused media company encompassing all content, sales and marketing operations for: MLive.com, The Grand Rapids Press, The Muskegon Chronicle, Kalamazoo Gazette, The Jackson Citizen Patriot, The Ann Arbor News, The Flint Journal, The Saginaw News, The Bay City Times and the Advance Weeklies in Grand Rapids, as well as several related entities. In addition to being Michigan’s #1 news and information provider, MLive Media Group is Michigan’s largest local media advertising network, allowing advertisers to reach local audiences in communities across the state. MLive Media Group is a part of Advance Local, one of the largest media groups in the U.S. reaching more than 40 million consumers through its 12 local news and information websites that rank #1 among local media in their respective markets, and more than 30 newspapers. Our affiliated websites and newspapers are well known for their award-winning journalism. Advance Local is part of Advance Publications, along with Condé Nast and American City Business Journals. MLive Media Group is an Equal Opportunity Employer and does not discriminate on the basis of race, color, religion, gender, national origin, age, physical or mental impairment, sexual orientation or any other category protected under federal, state or local law.

PAGE 8 AUGUST, 2017

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in your e-mail: bulletin@michiganpress.org

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Phone: 517.372.2424 Fax: 517.372.2429

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2017 Officers & Board of Directors 2017 Officers & Board of Directors

“World Headquarters”

Doug Caldwell President dcaldwell@petoskeynews.com Petoskey News-Review

Brad Thompson President-Elect bthompson@legalnews.com Detroit Legal News

Kevin Hook Vice President khook@grandhaventribune.com Grand Haven Tribune

John Bebow Treasurer jbebow@thecenterformichigan.net Bridge Magazine

Bill Speer Immediate Past President bspeer@thealpenanews.com The Alpena News

Paul J. Heidbreder pheidbreder@record-eagle.com Traverse City Record-Eagle

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Helen Stojic hstojic@bcbsm.com Blue Cross Blue Shield of Michigan

Kelly Frick kfrick@mlive.com MLive

Teresa Brandell teresa@threeriversnews.com Three Rivers Commercial News

Alan Campbell alan@leelanaunews.com Leelanau Enterprise

Elaine Myers emyers@candgnews.com C and G Newspapers

Wes Smith wsmith@mihomepaper.com View Newspaper Group

Julie Stafford juliestafford@staffordgroup.com Greenville Daily News

David Clark clark69a@cmich.edu CMU Life

Richard Perlberg President MPA President 2002

Ron Dzwonkowski Vice President MPA President 2010

Wes Maurer Secretary-Treasurer MPA President 1988

Dirk Milliman Past President MPA President 1996

Marcia Loader Trustee at Large MPA President 2006

Paul Bedient MNI President 1998

Lonnie Peppler-Moyer Monroe Evening News

Jenny Anderson MPA President 2011

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Doug Caldwell MPA President 2017

Jim Sherman Sr. Trustee Emeritus

Bill Speer President bspeer@thealpenanews.com Alpena News

Kevin Hook President-Elect khook@grandhaventribune.com Grand Haven Tribune

Jim Stevenson Vice President jimstevenson@scnmail.com Spinal Column Newsweekly

Marcia Loader Past President advance@cass.net Blissfield Advance

Rebecca Steckler rsteckler@michigan.com Lansing State Journal

Julie Stafford juliestafford@staffordgroup.com Greenville Daily News

Richard Crofton rcofton@cheboygantribune.com Cheboygan Daily Tribune

2017 Officers & Board of Directors

Contests Now RunningEnter the Journalist of the Year or Better Newspaper Contests today. Visit michiganpress.org for contest dates, additional information, rules and to enter.

Sports Journalist to Cover DI College Hockey and More

The Daily Mining Gazette has an immediate opening for a full-time sports writer. The successful candidate will be the beat writer for the Michigan Tech Division-I hockey program in a region of Michigan’s Upper Peninsula where hockey is the dominant sport, in addition to coverage of other Tech and prep sports. The MTU Huskies qualified for the NCAA Tournament last season and were knocked out in the regional to the eventual champion.

In addition to writing, this all-around journalist will be tasked with taking photos at non-Tech events, column writing, page design and pagination, proofreading and maintainng an active social media account to engage readers and promote coverage.

Compelling, colorful writing is required, as is the ability to work under pressure and tight deadlines and build the relationships necessary to develop the sources you will need to be successful.

The position is eligible for health insurance and 401(k) benefits.

Send resume and clips to Bryce Derouin, Sports Editor, Daily Mining Gazette, P.O. Box 368, Houghton, MI 49931. Packets can also be dropped off at 206 Shelden Avenue, Houghton, or emailed to bderouin@mininggazette.com

SPORTS WRITER

The Huron County VIEW has an immediate opening for a full time sports/news reporter. The Huron County View is a weekly newspaper with circulation of over 18,600 in Michigan’s “Tip of the Thumb.”

Duties include (but are not limited to) planning and facilitating a weekly story budget for sports coverage including sports features and promotions, along with covering general news assignments. Night games and some weekend work is required.

An associate’s degree (or higher) in journalism is preferred, but previous writing experience will be considered. A candidate with dual experience in news/sports coverage and exceptional photography skills will be found favorable. This is a full-time position with full benefit offerings including medical, dental, vision, 401K and supplemental life and disability.

Submit letter of interest, resume and minimum of three clips along with any salary requirements to:Huron County VIEWPublisher, Jane Vanderpoel592 N. Port Crescent Rd.Bad Axe, MI 48413No phone calls please.

FULL-TIME SPORTS/NEWS WRITER

Retirement beckons, which sadly means selling my beloved weekly newspaper located in south central Michigan. The Homer Index has served the people of Homer - and more recently Litchfield - since 1872. The stable newspaper has had just seven publishers in its 145 year history, in part because Homer is a great place to raise a family. Homer is centrally located within an hour of Ann Arbor, Lansing, Kalamazoo and Ft. Wayne - with much shorter commutes to Battle Creek, Jackson, Marshall and Coldwater. Homer is a thriving, friendly, rural community, with a nearly new high school/middle school, an appreciation for the arts and a strong business community. We have a strong presence on Facebook, and readers have a choice of the traditional print edition or the digital edition. The Index is a perfect example that community journalism is not only alive and well, but it can still be profitable. We grossed $202,000 in 2016. The asking price is $165,000.

For more information, please email

mike@homerindex.com.

NEWSPAPER FOR SALEDigital Sales Consultant -

Immediate Opportunity

Hearst Michigan has an exciting, full time opportunity for a dynamic sales and marketing professional in it’s digital sales division in Big Rapids. The successful candidate will be able to aggressively seek out new business opportunities by delivering SEO, SEM, reputation management, social media marketing and website solutions to clients who want to grow their online business strategy. Professionalism, organizational skills, attention to detail, and strong verbal and written communication skills are required. Sales experience preferred, but we’ll train the right candidate. Compensation is base plus bonus that rewards achievement. Full benefit package.

Send letter of interest and resume to Nina Jones at njones@pioneergroup.com

DIGITAL SALES CONSULTANT