Hoosier State Press Association - The Indiana Publisher
Issue link: https://www.ifoldsflip.com/i/84751
Indiana The Volume 77, Issue 20 • September 27, 2012 T NNA joins appeal of postal discounts newspapers and their execu- tives, has filed an appeal of the Postal Regulatory Com- mission's decision to permit special postage discounts for Valassis Direct Mail. The appeal, filed with the he National Newspaper Association, representing nearly 2,300 community U.S. Court of Appeal for the District of Columbia Circuit, protests the discounts of 22 percent to 34 percent of Stan- dard pricing the U.S. Postal Service created as part of a negotiated service agreement. It is intended to increase direct mail by attracting cus- tomary newspaper advertisers, primarily those that appear in weekend insert packages. The newspaper industry mounted vigorous protests against the deal with the Postal Regulatory Commission but lost in a 4-1 decision by the commissioners, who said in their opinion that they believed the Postal Service should compete against newspapers. Publisher Published alternate Thursdays IT'S THE AUDIENCE, STUPID Small ads have big impact on revenue Upsell classifieds, 2x2s into HSPA's statewide network H Presenter Steve Wagenlander, back, kept par- ticipants amused during a recent circulation training session at The Indianapolis Star's Pulliam Production Center. Circulation education The Indiana Circula tion Executive Associ ation and HSPA Foundation pre sented "Best Practices in Cir culation" Sept. 20 in Indianapolis. National Newspaper Association President Reed Anfinson, publisher of the Swift County (M.N.) Monitor- News, said the community newspaper industry finds the concept of a federal enterprise setting out to weaken newspapers objectionable. "Above and beyond the harm to local newspapers that this deal will create, the notion that the Postal Service should set its sights on taking away newspaper advertising is shocking to many of us who have traditionally seen the Postal Service as our delivery partner," Anfinson said. Steve Wagen lander, left, shared ideas on growing volume and on email marketing efforts during a circulation event in Indianapolis. Speaker Steve Wagen- lander, director of audi- ence development for The Post and Courier in Charleston, S.C., encouraged participants to think in terms of audi- ence growth rather than circulation growth. Corleone enforcer Luca Brasi to pay you a visit. Your press association is offering you additional profit on ads sold into its statewide advertising network. Accept the deal and you SPA has a deal you can't refuse. No, we're not sending can offer local advertisers the ability to share their message regionally or statewide at a great price. When you incorporate HSPA's Power of 2 statewide advertising network in your portfolio of services, you offer advertising customers more options. When your sales reps have a customer with a limited advertising budget but a product or service that has value to readers in multiple counties or the entire state, sell them on the HSPA program that will place a 2x2 display ad in up to 92 Indiana newspapers. The price to your customer is Mark your calendar for other HSPA Foundation events Dec. 1 Feb. 2 Newsroom Seminar & Better Newspaper Con- test Awards Luncheon at Indianapolis Marriott North. College Job & Career Fair, also sponsored by Associated Press Man- aging Editors, at Franklin College in Franklin, Ind. Feb. 7-8 HSPA & HSPA Foundation Annual Meetings at the Hyatt Regency in downtown Indianapolis. Watch for registration and other details that will be mailed and emailed in the coming weeks. only $900 – $270 of that goes to your bottom line. Your customer wants a bigger presence in those newspapers? Double the size of the ad to a 2x4. The cost is $1,800 for the customer's message to run in 92 papers. Your profit is $540. You say the customer is only interested in placing a classified ad? Let's say she's See REVENUE, Page 4 FOUNDATION PROVIDES TOOLS TO ENCOURAGE CIVIC ENGAGEMENT Ads promote voting discussion Help spread the word about free teaching plans on voting The HSPA Foundation encourages newspapers to utilize its Get Out the Vote print advertising campaign through Election Day. Publishers and ad direc- tors can visit www.HSPA foundation.org/voteads to download a series of quarter-page ads and a half-page ad encouraging readers to register, vote and talk to their friends about doing the same. The first set of ads encouraging registering should run until the Oct. 9 voter registration deadline. The second set will carry the same website informa- tion as the first group – www.indianavoters.com – for finding one's polling place. Those ads can run through Nov. 6. The tagline in the ads – "Pass it on" – encour- ages newspaper readers to persuade their family and friends to get involved in the democratic process. For more information on the ad campaign or to download them, visit www.HSPAfoundation.org/ voteads. HSPA Foundation and NIE Foundation have made available a teaching guide about voting that incorporates newspa- pers in the classroom. Indiana teach- ers can use "Voting! Make informed choic- es" for free. Click on the News- paper in Educ ation tab. Publishers have received an email with the password to share with teachers in their areas. The materials are available to down- load from a pass- word-protected area of the Foundation website, www.HSPAfoundation.org. HSPA Foundation offers a teaching guide on voting for Indiana educators. Educators can use nearly 100 lessons to teach students about the important election process. For more informa- tion, email Shawn Goldsby at sgoldsby@ hspa.com.