The Indiana Publisher

Pete Van Baalen Fort Wayne Newspapers The first newspaper story I ever had published appeared in the middle school paper in the fall of 1979. Within three years, I was regularly receiving checks for writing and working at a newspaper, and that has continued up until recently. Over the years I've worked at media outlets, radio stations and newspapers virtually my entire working life. My decision to leave the newspaper industry and media in general is not a decision I came to overnight. My passion for media and especially newspapers has not faded. Some have suggested to me that the industry has abandoned me, given all the changes that have happened and continue to happen. But I do not feel that way. I feel incredibly lucky for the opportunities I've had, the challenges I've faced and the people I've worked side by side throughout the entire process. So many great people that I wish I could just name each of them off in this column. I have been blessed to be mentored by some terrific people from this industry, and I'm even luckier that many of them are still very good friends. From my very earliest days in this business, I remember having so much fun; with co-workers, with custom- ers and colleagues from other outlets. The element of fun has remained with me throughout all the years, though mixed in with the realities of business. Media was a fun profession; maybe it still is, though I would suggest it is tougher to find the smile and laughter now than ten years ago. Declining circulation and the changes of digital world have made it a bigger challenge. I've written all kinds of stories, broadcast sporting events and other community functions as well as sold countless numbers of advertising campaigns. About the only thing I haven't done is write an obituary, and I'm not about to write one now for newspapers. Newspapers remain important to the communities they serve. In the past few weeks, National Public Radio posted a podcast on the changes of the newspaper landscape. "Starving The Watchdog: Who Foots The Bill When Newspapers Disap- pear?" This podcast tackles the difficult question: What happens when newspapers are not around? A study conducted by the University of Illinois Chicago and the University of Notre Dame shows the impact; the cost of government is more where newspapers are not there to be the watchdog. Maybe I'm just a romantic with my love of traditional media. Guilty. But the impor- tance of institutions like the local newspaper is real and true. I remain a fan of traditional media, especially newspapers. I also remain a student of the industry and encourage you to be the same. So many people I know in this industry don't read up on what's going on in the industry. Hopefully my monthly column has helped a little, but there is so much more out there you need to be reading. Get the daily updates from Editor & Publisher and other organizations. Set up Google alerts so you get additional stories that might be out there. Call the colleague at the newspaper the next county over or five states away, and ask them what they know. Many executives within this industry and their employees have set themselves up in silos where they don't hear what is going on. One other publication I would encourage you and your entire staff to read; your own newspaper. For many years I was a sales trainer, working with sales reps for newspapers across the state of Indiana. It is scary how rarely I would go on sales calls with a newspaper reader, or better yet a subscrib- er. It should be mandatory that your entire staff is reading the newspaper, and strongly recommended that they are a subscriber! As for me, my new chapter started January 7 handling marketing for a company based in Fort Wayne. Still a Hoosier, still a newspaper subscriber and fan of the work you're doing. And while I personally have stepped away from the newspa- per industry, I will still be working with and placing ads in newspapers. My new company needs this industry to be successful. I need you to be successful. My media and marketing blog will continue, and you can still get updates from me by visiting www.petevanbaalen. com. I wish you all the very best. January 2019 Marketing news & commentary Page 3 While I personally have stepped away from the newspaper industry, I will still be working with and placing ads in newspapers. My new company needs this industry to be successful. I need you to be successful. Van Baalen embarks on new career in marketing Van Baalen Tell readers about the indispens- able role you play in their lives and community with promotional ads from the HSPA Foundation's The Value of Newspapers marketing campaign. The campaign features a variety of customizable print and web ads including audio/radio and video spots that can be used on a paper's web page and on social media. Promotional materials are available to Indiana newspapers at http://bit. ly/2VG3euL. Newspapers: Tell your story with print, audio and video ads from the HSPA Foundation

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