The Inlander

May 2017

Digital Edition of the Inland Press Association. Offering financial research, salary compensation survey, training for advertising, classifieds, editorial, circulation, social media, human resources, special sections and niche products.

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Mailed from Sterling, Ill. Inform Post Office if it arrives after May 15 May 2017 | Vol. 31, No. 5 INL ANDER T H E Stay engaged. Find solutions. Move forward. SEPTEMBER 10-12, 2017, COLORADO SPRINGS Inland and SNPA's first joint annual meeting A program that reflects their strengths I nland and the Southern Newspaper Publishers Association released their preliminary program for their joint Annual Meeting at The Broadmoor in Colorado Springs Sept. 10-12. As might be expected from two associa- tions that pride themselves on offering prac- tical information in a collegial environment, this preliminary program focuses on suc- cess—in print, digital, branding, marketing, advertising and more. Here are the sessions to expect at The Broadmoor in September: Meeting the Challenge: The Shifting Nature of Our Business This session takes a 30,000-foot look at the newspaper industry to orient attendees to the challenges and opportunities of this media environment Marketing the Strength of Our Brand Our audience and advertisers tell us repeatedly that they respect the local news- paper brand, but too many organizations aren't doing enough to capitalize on that strength. This session lays out how news- papers can maximize the return on the decades spent building their brand. The Future Structures of News Organizations and Community Journalism In an increasingly crowd-sourcing world, how should newspapers organize their newsrooms, newsgathering processes and engagement with their audience? Learn what's ahead for your organization. 12 Ideas that Drive Revenue Inland and SNPA keep a laser focus on building revenue opportunities for their members. Expect specific ideas that can be implemented immediately back at your company. What Newspapers Must Do to Keep Public Notices The threat to legal requirements that pub- lic notices be published in print has never been more dire. Learn what publishers around the nation are facing—and how they are successfully responding to the siege on printed public notices. Recruiting and Retaining Sales People Publishers say this is their number one challenge. Learn how newspapers of all sizes are assembling effective sales teams who succeed in selling across all platforms. Digital Agencies – Where is the Money? This session is all about what it takes to structure a digital services agency that can thrive in the face of numerous digital-only competitors. Why Video Is Important Video allows newspapers to be the disrup- tor rather than the disrupted in their local markets. See how news organizations are producing engaging content that commands the price legacy broadcasters have enjoyed without serious competition. Circulation Pricing and Elasticity When it comes to subscription and single- copy pricing, one size should not fit all in your market. Learn the science behind pric- ing that maximizes your circulation revenue. Hot Tech Companies Meet the startups and re-invented legacy A relentless revenue focus in Austin By Wes Eichenwald SPECIAL TO THE INLANDER Over two event-packed days in downtown Austin at the headquarters of the American- Statesman, attendees at THE Revenue Conference on April 26 and 27 were exposed to a multitude of ideas on how to boost income in a fast-changing and challenging business landscape. "It was exciting to be at an event totally devoted to developing total newspaper reve- nue—digital and print," said seminar co- sponsor Mike Blinder, president of the Blinder Group. "During the entire two days of intense dialogue, we never discounted the need for the industry to not focus on innova- tion and stem the tide of the digital disruption we all are facing. However, at the same time, this conference did not ignore the importance of maximizing every dollar we can from our core print assets, since it is still a major part of the revenue—and profits—for our industry today." The conference's theme might be summed up by the title of the presentation by H. Iris Chyi, a professor at the University of Texas's journalism school: "It's Time For Us To Get Our Swagger Back!" Chyi reminded the attendees that although the "print is dying" mantra has been around for a quarter-century now, rumors of the death have been exaggerated. Chyi cited recent research findings that 86% of people who read newspapers still do so on actual paper— and even 55% of digital newspaper readers still read the print edition, despite its higher cost. "While digital is sexy," said Go Girl Communications CEO Patti Minglin, "print is REVENUE, CONTINUED ON PAGE 12 THE Revenue Conference 100 years of family ownership "I believe I have picked up the best newspaper property in the United States for the money invested," Norman B. Black wrote his brother in April, 1917. The Forum in Fargo, N.D. marked its 100th year of family ownership last month. In this 1941 photo, Norman B. Black's son, Norman D. Black, sits at a Linotype machine while H.D. "Happy" Paulson, who was Forum editor for 40 years, stands to the left. See the story of the Forum anniversary on page 14. ANNUAL CONTINUED ON PAGE 5

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