Hoosier State Press Association - The Indiana Publisher
Issue link: https://www.ifoldsflip.com/i/80844
Indiana The Volume 77, Issue 18 • August 30, 2012 Publisher Published alternate Thursdays Postal deal OK'd to detriment of newspapers By Tonda F. Rush National Newspaper Association WASHINGTON D light for its contract with the U.S. Postal Service that will give it deep post- age discounts if it develops a weekend insert package in competition with newspapers. The Postal Regulatory Commission this month voted 4-1 against the news- paper industry's united opposition to the contract, which both the National Newspaper Association and the Newspaper Association of America labeled harmful to the marketplace. The commission believes newspapers have a de facto monopoly on the weekend advertising of national retail- ers of durable and semi- irect-mail company Valassis Inc. got the green Tonda Rush durable goods, according to a recent release from the group. "Naturally, they would like to retain that business," the commission said of newspa- pers. "The Postal Service has long been in the market for distribution of such advertis- ing, but it has not competed effectively. The newspapers have provided no explana- tion demonstrating why they would be precluded from com- peting effectively by adjusting their advertising rates and/or negotiating different rates for delivery." NNA President Reed Anfinson, publisher of the Swift County Monitor-News (Benson, M.N.), said the asso- ciation was deeply disappoint- ed in the Postal Regulatory Commission's analysis. "The commission begins with the presumption that having a federal enterprise competing head-on with the newspaper industry is a good thing, but it does not explain how any business can be on a level playing field when See POSTAL, Page 4 HSPA newspa- pers can run a Get Out the Vote ad campaign to encourage read- ers to talk to their friends about voting. Ads encourage readers to speak up I tors – with the backing of the HSPA board – asks newspapers across the state to help turn the tide. The Foundation's Get Out the Vote adver- ndiana may hang its hat on Hoosier hospitality, but it should hang its head over voter registration and turnout. The HSPA Foundation board of direc- tising campaign begins after Labor Day. Publishers and ad directors can visit Pilot News Group employees Cindy Stockton, marketing manager, and Stephanie Peverelle, classified consultant, have had great success with upselling classified ads into HSPA's statewide network. Statewide classifieds good for newspapers, advertisers The Pilot News (Plymouth) has had great success with upselling classified ads into HSPA's statewide network. Since March the paper has made $2,700 in commission revenue from HSPA through the program. The paper's sales staff takes an assertive approach to pro- mote sales in HSPA's Indiana Classified Advertising Network, said Marketing Manager Cindy Stockton. "We ask all customers who have larger ads or who are try- ing to reach other markets if they want to upsell and run the ad statewide," Stockton said. "We were a little shy at first, but after a few successes we ask everyone now." HSPA's network, which includes more than 140 papers, has been especially successful for employment ads, she said. "With the rerunning of some of the ads, we know customers are getting results," Stockton said. "It's really nice to hear 'I want to run that ad again' from some of them." Stockton encourages other newspapers to upsell their classifieds into HSPA's Indiana Classified Advertising Network. "Selling ICAN ads can help your classified bottom line and gives you another marketing tool for your classified depart- ments to sell to their custom- ers," she said. www.HSPAfoundation.org/voteads to download a new series of quarter-page ads, created by Ray Brown of The Herald- Times (Bloomington) Creative Services Department. Several designers submitted potential ads for the campaign at the request of Indiana Newspaper Advertising Executive Association board members. Foundation and INAEA representatives selected the winning series. HSPA will make available a half-page ad GET OUT THE VOTE designed by Milissa Tuley, the association's communication specialist. Pat Lanman, vice president of the HSPA Foundation board of directors and general manager of the Vevay Reveille-Enterprise and The Switzerland Democrat, encourages member newspapers to back the campaign by running the ads periodically during the next two months. "One of the fundamental elements in our Foundation's mission statement says we exist to enhance the ability of Indiana newspapers to fully educate and inform the public," Lanman said. "By offering these ready-made ads, we do just that. We ask our papers to remind readers to register and vote – and to pass along that message to their friends and neighbors." The campaign will include two sets of the same ads – the first encouraging See VOTERS, Page 4 DO YOU KNOW? Judges needed for contest What: The HSPA Foundation needs volunteers for recip- rocal judging in the 2012 Minnesota Newspaper Association Better Newspaper Contest. Registration: HSPAfoundation. org/contest-judging Information: (317) 803-4772 Circulation Conference What: Best Practices in Circulation When: Friday, Sept. 21 Where: The Indianapolis Star's Pulliam Production Center Registration and other information: www.HSPA foundation.org/events Advertising Conference What: Don't Stop Believin': A Totally Awesome '80s Advertising Conference When: Friday, Sept. 28 Where: Indianapolis Marriott North Registration and other information: www.HSPA foundation.org/events