SCPA Bulletin

SCPA Bulletin
www.scpress.org
jbarclay@scpress.org
South Carolina Press Association
P.O. Box 11429, Columbia, SC 29211 · (803) 750-9561
August 2008
First Smoak scholarship awarded
A 22-year newspaper veteran has been
dent of the Press Association in 1991 and
named the first recipient of the S.C. Press
is remembered for his sharp newspaper
Association Foundation’s Smoak Scholarbusiness acumen. He died in 1993.
ship.
For the past six years she
Susan Schwartzkopf, the
has worked at The Greenvice president of market
ville News, enrolling in the
development and new
MBA program in 2007, with
media at The Greenville
the encouragement of her
News, has been awarded
publisher, Steve Brandt.
this prestigious honor. She
Schwartzkopf began her
is enrolled in the evening
career as an advertising
MBA program at Clemson
sales representative and
University.
progressed to advertising
The Smoak Scholarship
sales supervisor, circulaFund was introduced in
tion sales and marketing
May and is available to help
manager, national/majors
newspaper professionals
advertising manager, cirSchwartzkopf
pursue business educationculation sales and marketal opportunities. Schwartzing director and market
kopf has received $1,500 from the fund.
development director. She graduated from
This award is presented in remembrance
the University of Florida in 1992.
of Joseph M. Smoak, longtime vice presiShe expects to complete the MBA prodent and general manager of The Evening
Please See SMOAK page 9
Post Co. in Charleston. Smoak was presi-
SCPA adds two
member papers
The Boiling Springs Sentry and The Middle
Tyger Times of Lyman, S.C., joined SCPA in July
as free distribution newspapers.
Both papers are part of Hometown News,
which also owns The Woodruff News, The
Greer Citizen, The Blacksburg Times, The Inman
Times, The Chesnee Tribune, The Spartanburg
County News and The Whitmire News.
The Hilton Myrtle Beach Resort is the site
for the 2009 Winter Meeting.
Winter Meeting
in Myrtle Beach
sure to be fun
Mark your calendars and prepare your
budgets. This year’s Winter Meeting promises to be fun and affordable for all SCPA
members.
The cost of the Weekly Awards Luncheon
has been reduced to $25 per person and
the Daily Awards Dinner is now $45 per
person.
The meeting will be held March 13–14
at the Hilton Myrtle Beach Resort. Rooms
at the Hilton feature private balconies and
oceanfront views. At $119 per night, SCPA
is encouraging members to come down
Friday, and enjoy a weekend at the beach.
Friday night’s opening reception will be
held at Ripley’s Aquarium at Broadway
at the Beach. Ripley’s Aquarium is South
Carolina’s most visited attraction. The cost
of the reception will be $15.
The Weekly Awards Luncheon and Daily
Please See MEETING page 11
5: People Seneca and Clemson dailies
name new publisher
SCPA Attorney Jay Bender discusses the legal issues
frequently faced in newsrooms across S.C. in
SCPA’s first training video, which can be
found on www.scpress.org.
Inside
What to do when...
6: Industry The Post and Courier
offers voluntary buyouts
11: Obituaries Greenwood ad
director Ron Lucas dies at 53
Page 2 • August 2008 • S.C. Press Association Bulletin
Top 10 reasons to become a journalist
Editor’s Note: Jack Brimeyer, a former editor
in Illinois, delivered the keynote address at a
meeting of the Illinois Journalism Education
Association. The following has been adapted
from his speech.
Reason 10: The Press is the only profession mentioned in the Constitution.
I think this is very important. This makes
journalism a very high calling. I think that
teaching is a high calling. And so is medicine. And so is social work and parenting
and law enforcement and many other
fields like pizza delivery. But they are not
mentioned in the Constitution or the Bill of
Rights. Just the press is mentioned. This is
bound to impress your friends.
Reason 9: You can change things. Most
people in most jobs simply get to gripe
about the human condition. But we journalists actually get to change things. This is
because we journalists get to empower
people with knowledge. And when people
are given the power of knowledge, they
are able to act and effect change. Very
early in my career, back when I was a cub
reporter, I investigated and did a story
about a 13-month-old baby starved to
death in a trailer home even though social
service agencies had called on that family
63 times in the previous four months. These
are people trained and paid to look after
the weakest members of society. And they
failed miserably. My story could do nothing
for that little baby. But it turned a spotlight
on weaknesses in the system and helped
guarantee that such screw-ups would never
happen again in Dubuque County, Iowa.
This is the power that journalists have. How
many other jobs can you think of that have
that kind of power?
Reason 8: You get to meet interesting
people. In the course of my career, I have
interviewed first lady Rosalyn Carter and
Miss America. I interviewed Ken Curtis, the
guy who played Festus Hagen on Gunsmoke, and William F. Buckley, America’s
foremost conservative columnist. (I
interviewed Buckley in his underwear in
a motel room, where he was changing
clothes for another speaking engagement. It wasn’t pretty). I have interviewed
a teenage girl whose eardrum was blown
out by lightning while she was talking on
the phone during a thunderstorm. I interviewed a woman while we watched her
home burning to the ground. I interviewed
a man who drove to Mexico for a treatment he was sure would cure his cancer;
he died just weeks later. I interviewed a
doctor who perfected the technique of
transplanting the three tiny bones inside
your ears. I have interviewed lawyers,
pilots, Little League coaches, railroad
conductors, teachers, musicians, inventors,
shopkeepers, thieves, killers, priests and
nuns. I have loved it. In what other job can
you do that? If you like people – all kinds of
people – then journalism is for you.
Reason 7: You get to go places. There
Please See TEN page 6
Finally, the economy of black & white
and the impact of color.
Trust your copier needs to the same
company trusted by the S.C. Press Associaon.
SCPA uses the Toshiba
to produce this Bullen and for all of its
other copy, print and scan needs.
Copier Sales and Service, Inc.
“Our Name Says It All”
319 Garlington Road, Suite B-12
Greenville, SC 29615
1-800-673-6494
www.wecopysc.com
8610 Farrow Road
Columbia, SC 29203
2090 Execuve Hall Road, Suite 180
Charleston, SC 29407
South Carolina Authorized
Dealer
August 2008 • S.C. Press Association Bulletin • Page 3
FOI Briefs
City of Georgetown
stalls in providing
salary information
On May 8, the Georgetown Times asked
for City of Georgetown salary information,
and it was only partially provided on July
23.
State law says that government bodies
have 15 working days to comply with an
FOIA request.
The paper sought information from
Georgetown City Administrator Steve
Thomas about salaries for city employees who earn more than $50,000 in total
compensation, which includes salary and
fringe benefits.
When the City responded to the FOI
request, the info was lacking, listing only
20 jobs with the city where the person
makes $50,000 or more, but no names
were included in the list.
On May 8, Georgetown Mayor Lynn
Wood Wilson said during a budget workshop he would entertain a motion to go
into executive session to discuss salaries
and compensation for city employees.
A reporter for the Georgetown Times objected, stating that reviewing the salaries
of every employee is not a valid reason
for an executive session. That was a policy
matter, not an individual’s personnel issue since pay for all employees was to be
discussed.
Despite the provisions of the law, Wilson
said that the objection was noted and
Council went into executive session.
“Public financial records belong to the
public, and they should be made available
in a timely manner,” SCPA Executive Director Bill Rogers said. “The public has a right
to know what they’re paying people.”
•••
To make general comments to Spartanburg County Council, following the current
procedure, someone must request through
the county administrator’s office a week
in advance to be placed on the agenda.
Additionally, most ordinances of any significance require a public hearing before a
final vote.
“Public comments are vital to keeping
the public body in touch with public senti-
ment,” said Bill Rogers, executive director
of the South Carolina Press Association. “It’s
very important. It’s not required by law,
but it’s very important.”
Rogers concedes that the process can
be abused – people with private vendettas or personal agendas can try to take
advantage of something that’s designed to
encourage public discourse. But, he added,
“the good outweighs the bad.”
Assistant County Administrator Chris
Story said he was asked to look at large
counties that have rules and systems in
place that work well.
The difference between comments made
at a meeting and those made in private
conversations with elected officials is
that what is said during a public meeting
becomes part of the public record. The
practice also allows people to bring up issues that need to be addressed that aren’t
on the council’s radar.
“There’s no reason to ever not be willing
to ponder better ways of doing business.
It’s something we’ll look at,” Story said.
•••
Members of the Atlantic Beach Town
Council may have violated the state’s
open-meetings laws by making budget
compromises and spending decisions
behind closed doors.
During budget negotiations, council
members made an apparent reference
to an agreement about paying bills they
had made during a closed-door session
before the meeting. State law explicitly
says elected officials “may not commit the
public body to a course of action by a polling of members in executive session.”
Later, when the council fell into disagreement over how much to donate to the upcoming Gullah Geechee Festival, they went
back into their executive-session room to
forge a compromise. The council called it a
“contractual” discussion, but SCPA’s Executive Director Bill Rogers, sharply disagreed.
“Making a donation to a festival is not
a contractual issue. That’s a spending issue, and it should be discussed in public,”
Rogers said. “People should care because
it’s their money and it’s being doled out
behind closed doors.”
•••
Last month Mt. Pleasant Councilman
Joe Bustos described as “bizarre” Coun-
cilman Gary Santos’ suggestion that the
town settle a lawsuit brought by Planning
Commission member Steve Brock alleging
council violations of the state Freedom of
Information Act.
“It may be prudent to settle this lawsuit and save the taxpayers a substantial
amount of money,” Santos said in a July 9
e-mail to council members. In his e-mail,
he raised the issue in part because of the
expense of providing copies of council
and council committee meeting tapes to
Brock’s attorney.
According to an internal memo dated
July 8, the cost of providing copies of 250
meeting tapes was $10,750. Town Attorney Allen Young said Tuesday that the cost
of providing the meeting tape copies will
be a maximum of $5,000.
His suit asks a judge to rule that council
has violated the FOIA, and to issue an
injunction to prevent future violations.
It also asks that the town pay his attorney fees. The town’s response denies the
allegations and asks that Brock’s suit be
dismissed.
Santos recommended that the town
settle Brock’s suit in part because Bustos
last year participated in September and
November meetings of the four-member
Council Planning and Development Committee in violation of the FOI.
FOIA
Letting the light shine
on government
The 2008 edition of The Public Official’s Guide to Compliance with South
Carolina’s Freedom of Information Act
is available as a free download in PDF
format from SCPA’s Web site: www.
scpress.org. A printed version is also
available for $1.50 per copy. To order,
call (803) 750-9561.
Design
that
sells!
Do your newer ad sales representatives and production employees need help creating ads that
work for your advertising customers? Do your sales people need to jump-start their creativity?
If your answer is yes, sign them up
Wednesday, September 10, 2008
today for Design that sells, a work10 a.m. - 2 p.m.
shop for newer ad professionals.
SCPA Offices, Columbia
Your staff will learn ways of bring$40 for members
ing readers into an ad through the
use of effective type and art work.
$60 for non-members
Basic design principles will also be
covered including:
Contact
• Headlines
Newspaper: ________________________________
• Color choices
Contact: ___________________________________
• White space usage
E-mail: ____________________________________
• Font choices
• Borders
Phone: ___________________________________
• Line art vs. photos
Attendees Print names as to appear on name badges.
• Contrast
___________________________________________
• Give ads stopping power
___________________________________________
• Turning readers into buyers
___________________________________________
This hands-on session is limited
Payment The cost is $40 for SCPA members and $60 for non-members.
to the first 20 people. Lunch will be
Total: $________ ☐ Check enclosed
Bill my: ☐ Visa ☐ Mastercard
provided.
Name as it appears on card: ____________________________________
SCPA Executive Director Bill Rogers will lead attendees through ad
Billing address with city, state and Zip: ___________________________
design basics using award-winning
___________________________________________________________
ads from across South Carolina.
Card number: _______________________________________________
Directions to SCPA’s Offices can
Exp. date: _______________ V-code: __________
be found at www.scpress.org.
Signature: __________________________________________________
Return this form with payment to: South Carolina Press Association
Fax: (803) 551-0903 • P.O. Box 11429, Columbia, S.C. 29211
Questions? Call Jen at (803) 750-9561 or e-mail jbarclay@scpress.org.
August 2008 • S.C. Press Association Bulletin • Page 5
People & Papers
Seneca names
new publisher
Michael Leonard has stepped into his
new role as publisher of the Daily Journal/
Messenger in Seneca.
Leonard comes to the
Upstate from Florida,
where he has served as
publisher of the Lake
City Reporter since 2003.
He has also worked as a
senior writer for the SparLeonard
tanburg Herald-Journal.
He has held leadership positions at the
Marion Star and Mullins Enterprise; the Richmond County Daily Journal in Rockingham,
N.C.; and the Anson Record in Wadesboro,
N.C. A graduate with a major in journalism
from the University of Georgia, Leonard
also has been editor and publisher with
Community Newspapers, Inc. based in
Athens, Ga.
Leonard was hired to replace Joni Weerheim, who relocated to Arizona last month.
Heartland announces
management changes
Heartland Publications, the parent
company of six S.C. papers, has announced
changes to some management, including
naming Ty Ransdell as regional publisher
for The Herald Independent in Winnsboro,
The Newberry Observer and The Union Daily
Times.
He will also serve as group coordinator
for The Easley Progress, The Pickens Sentinel
and Powdersville Post.
Ransdell formerly served as publisher of
the Elkin Tribune and the Yadkin Ripple in
North Carolina.
Rex Goss from The Newberry Observer
will assume the role of regional marketing
director.
Todd Rainwater, the former publisher
of The Herald Independent, will oversee the
regional publishing duties for The Easley
Progress, The Pickens Sentinel and The Powdersville Post.
Brian Garner, editor of The Herald
Independent, will move into the dual role
as general manager and editor, and will be
responsible for overseeing the day-to-day
operations of Winnsboro’s twice-weekly
newspaper.
Campbell named
editor of Pickens
Michael Campbell has been named editor of The Pickens County Courier.
Campbell, previously a staff writer,
moved into the position earlier this month.
He brings an extensive background in all
phases of newspaper operations and management and has won numerous awards
for writing and editing.
Over the years Campbell has held
management and editorial positions with
several publications in South Carolina and
Georgia, including The Laurens County Advertiser, The State, The Columbia Record, the
South Carolina Press Association Newspaper, The Augusta Herald, The Decatur-DeKalb News, The West Columbia-Cayce Journal,
and The Buckhead Light.
Campbell is the former chairman of
SCPA’s weekly newspaper division.
Also named to The Courier’s editorial staff
is Olivia Fowler, who will be the new Lifestyles editor. Fowler, a former editor of The
Pickens Sentinel and The (Clemson) Daily
Messenger, also was Lifestyle editor for The
Easley Progress.
Both have won numerous awards from
the SCPA.
•••
Randall Savely,
Director of Operations
for SCPA and the S.C.
Newspaper Network, was
awarded the Master of
Business Administration
degree from the Moore
Savely
School of Business at USC
on August 9. Savely has
been at SCPA since 1999 and holds a B.S.
from Tennessee Technological University.
•••
Dennis Sodomka has resigned as executive editor of The Augusta (Ga.) Chronicle,
after more than 20 years in this position.
From left, Herald Independent’s new general manager/editor Brian Garner, regional
publisher Ty Ransdell and Upstate regional
publisher Todd Rainwater.
A veteran newspaperman who worked
for The Chicago Daily News, The Chicago Sun
Times, The Charlotte News and The Charlotte
Observer, Sodomka came to Augusta in
1988 and began a tenure as editor that
is among the longest in the newspaper’s
223-year history.
In a column The Chronicle, he said: “Some
people have asked why I’m leaving The
Chronicle, and that’s a difficult question
to answer. I still have a passion for the
newspaper, print and electronic. We’ve had
a great year with many awards, state and
national. The latest readership survey from
Belden Associates shows we are strong
in all areas, age groups and demographic
groups, so I think I still understand what’s
needed. But sometimes institutions and
the people in them have to go down
separate paths. The time is right for me to
find another path and for The Chronicle to
continue its climb to greater heights.”
•••
Allyson Bird has joined The Post and
Courier as a business reporter.
Bird, 24, comes from The Palm Beach Post
in West Palm Beach, Fla., where she worked
as a crime reporter.
She is a graduate of the University of
South Carolina and its honors college with
a degree in print journalism.
•••
Jim Tatum has joined The Berkeley Independent’s news team in Moncks Corner. He
comes to the paper from the Chronicle-Independent in Camden. He will cover county
crime and news.
Tatum’s reporting and editing career also
includes, The Beaufort Gazette, Carolina
Nights Magazine, COAST magazine and
other publications.
Page 6 • August 2008 • S.C. Press Association Bulletin
Ten
Reason 5: People think you are smart.
This is true. They think that because you
Continued from page 2
are a journalist, you have all the inside
scoop before they get it. And they think
is a special buzz you get when you flash
that because you are writing about soaring
your little press card and get admission to
gas prices one day and the killer tomatoes
places where other people aren’t allowed
the next day, and killer tornadoes the
to go. My press card got me into the White
day after that, that you must know a lot
House for a press conference by President
about everything; that you are really, really
Ronald Reagan. It got me into the U.S.
smart. Of course, we are no smarter than
Capitol for a press conference by then Sen- anybody else. But we are nimble and quick
ate Majority Leader Robert Byrd. My press
learners. Still, if people want to think we
pass got me onto Main Street in a little
are geniuses, it’s our duty to let them. By
town called Wounded Knee, South Dakota, the way, I once was interviewing a doctor
where American Indian radicals had taken
who confessed to me that he had always
over the town which then was surrounded
wanted to be a journalist but didn’t think
by armed U.S. marshals. And I ducked for
he was smart enough so he went to medicover when shots rang out. Also, as a jourcal school instead. Actually, I think he was
nalist, I was able to run a canoe down an
much smarter than me and much richer.
endangered scenic river, to have a hotdog
Which brings us to reason number four.
inside the press club in Tokyo, Japan, to
Reason 4: You will not be tempted by
soar in a hot air balloon over Iowa cornsinful greed. Newspaper reporting is an
fields, to go barnstorming in an antique
honorable profession. But it won’t make
biplane, to stand beside the captain in
you rich. That’s the old saying about newshis pilothouse while navigating a steampapers, that they don’t pay so well. Actudriven paddleboat down the Mississippi
ally, the pay is about comparable to what
River, to breakfast in the boardroom of a
your teachers are paid in public schools.
huge global conglomerate based in Seoul,
On top of that, we journalists also get the
Korea. What other profession can open
psychic paycheck of having fun and makthose doors?
ing a difference.
Reason 6: You can be cynical and get
Reason 3: People will be nice to you.
paid for it. Admit it, it is fun to be cynical,
People think you have all this power. And
to question and challenge your parents
that you have all this secret inside informaand teachers and anybody else in authortion that can be used to help them get
ity. Well, journalists are paid to be cynical,
ahead. So they want to get on your good
to be suspicious and skeptical, to take little side and be helpful by providing the inforfor granted. So, if you are a suspicious sort,
mation you seek. Also, most states have
journalism is your calling.
open records laws and open meetings laws
that require people
to give you information you want.
In general, most
Job Listings
people who haven’t
on scpress.org
been caught committing crimes will
• Copy Desk Chief, Staff Writer – The
be nice to you and
Index-Journal
helpful. And those
• Editor – The Loris Scene
who have commit• Education Writer – Summerville
ted crimes make
Communications
the best stories and
• Marketing Director – The Daily Journal
their victims will be
• Reporter – Chronicle-Independent
happy to talk to you.
• Education/Features Writer – The Greer
Reason 2: You get
Citizen
to hang out with
other journalists.
Back before I was
born, Robert Casey
wrote a book about the zany world of
Chicago journalism in the 1920s and 30s. It
opened with an anecdote about a woman
who meets a man at a party and learns he
is a newspaperman. “Oh how fascinating,”
she says. “I bet you meet such interesting
people.” “Yes I do, ma’am,” says the journalist. “And they all work for newspapers.”
Newspaper people are God’s grandest
creatures. They are caring and curious. Because they deal with so much depressing
stuff, they by necessity have super senses
of humor. They are full of weird facts and
trivia. They are open to all sides of an
argument. Some are extremely religious
and some are outright sacrilegious. But all
are so well-intended. In a nutshell, they
are terrific companions and co-workers. In
fact, if you should decide not to become a
print journalist yourself, you should at least
consider adopting one, taking it home, giving it food, and teaching it tricks. Because
journalists are fun to be around.
And the number 1 to consider print
journalism: It’s not that damned hard.
Let’s admit it. You ask questions. You write
down the answers. You put the answers
together into a story that you share with
someone else. That’s the essence of journalism. How hard can that be? The better
the questions you ask, the better your
notes, the better your writing, the more
you advance.
Now back to my beginning. I told
you that when I started college back in
1966 – back when dinosaurs still roamed
the earth and the glaciers still covered
Minnesota – I wanted to be an architect.
When I retired from my job last December, the architecture itch remained. So I
went directly into my basement workshop and designed and built myself a
drafting table just like real architects
have. It has a big sloping top and a Tsquare and I can tape up blueprints and
stuff. And it also has a special pullout
shelf that holds my laptop so I can continue to practice journalism.
And why would I stop? I get to change
things, meet interesting people, enter
into secret places, practice the only trade
mentioned in the Constitution, and have
people think I am smart.
Is journalism great or what?
COPYRIGHT 2008 by Jack Brimeyer. Reprinted from
Illinois Press Lines. Used with Permission.
August 2008 • S.C. Press Association Bulletin • Page 7
SCPA Associate Member Spotlight
Department of Consumer Affairs
Contact: Alice Brooks, Director of Public Information
Phone Number: (803) 734-4190
E-mail: abrooks@scconsumer.gov
Web site: http://www.scconsumer.gov
Location: Columbia
Offer to SCPA members: With a more than thirtyyear tradition of results behind it, the Department continues to focus on
emerging consumer issues in South Carolina, the nation and the globe.
Using creative new approaches to protecting consumers, we are helping to
formulate and modify consumer laws, policies, and regulations.
Value of SCPA membership: Our membership in SCPA not only keeps us
up-to-date on Freedom of Information issues, but we have taken advantage of the many great workshops offered by the staff and other members.
Most of all, our membership provides a great venue for the Department
to continue its close relationship with the print media in the Palmetto
State.
Red Flags: In collaboration with the Department of Consumer Affairs,
SCPA has developed a list of Red Flags in Classified Advertising. To view
the Red Flag List and other SCPA Member Resources, log onto www.
scpress.org.
It’s not print vs. Web
anymore.
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Industry Briefs
Charleston offers
voluntary buyouts
Evening Post Publishing Co., parent
company of The Post and Courier, offered
voluntary buyouts to newspaper and
corporate employees, citing industrywide
trends of declining advertising revenue,
rising newsprint and energy costs and a
sluggish economy.
In a memo handed out to employees
today, the company said this year’s steep
decline in advertising revenue, particularly
classified ad revenue, is driving the need
for fundamental changes in its business
model.
Employees who sign up for the “voluntary separation program” can receive two
weeks’ pay for every year they have worked
for the company, with a maximum of one
year’s pay, the memo said.
“If the company can reduce staffing
enough by voluntary separations, we
should not need to have layoffs,” the memo
said. “But we cannot rule out layoffs if we
are not able to reduce the staff through
other measures such as the voluntary
separation program and normal attrition.”
•••
The University of South Carolina’s School
of Journalism and Mass Communications
will be holding its Fall Career Fair on October 16 at the Marriott Courtyard at USC.
Interviews will be unscheduled and will
last from 9 a.m. through 4 p.m.
The fair will put organizations in touch
with students for internships and entrylevel positions.
Registration is $25 per recruiter. Registration is online at http://www.jour.sc.edu/
opps/jobs/careerfair/index.html. Space is
limited.
•••
A Durham, North Carolina lawyer sued
The News & Observer, to which he is a subscriber, last month in an attempt to get the
McClatchy Co. newspaper to stop making
staff cuts and reducing news coverage.
Now, Keith Hempstead has dropped the
lawsuit, saying he has made his point.
Hempstead, a former reporter, said he
did not sue the newspaper for the money,
and had asked for unspecified damages.
SCPA STAFF PROFILE
Bill Rogers
Profession: SCPA Executive Director since 1988
Age: 61
Hobbies: Woodworking, old Jeeps, old bikes and UNC basketball
Last Book Read: Pillars of the Earth, The Tao of Willie Nelson
Latest Accomplishment: I believe my biggest accomplishment at SCPA is
hiring the right folks. We have an outstanding staff here at SCPA that works hard on
the behalf of our members.
Education: B.A. degree in Journalism from University of North Carolina; M.A. in
journalism from Marshall University
Work Experience: Started as a reporter and photographer for
The Asheville Citizen; journalist in U.S. Navy; reporter
for Roanoke World-News; sports editor of Waynesville
Mountaineer; editor and GM of weekly in West Virginia.
Taught journalism skills courses at Marshall,
University of Alabama and USC.
Quote: “If our nation has to depend on
bloggers and the internet for its news,
society and democracy are in trouble.”
Why I do what I do: The late
Mark Ethridge used to say he
went into newspapers because
it “beats plowing.” Seriously,
I think newspapers are
important to our nation and
I think SCPA is in a position to
help folks at our member papers.
(803) 750-9561
brogers@scpress.org
August 2008 • S.C. Press Association Bulletin • Page 9
Not all buyers are created equal
Sean spends a lot
of time talking to his
advertisers about
consumer behavior. “A
big part of my job is to
help them manage their
expectations,” he said.
“I once learned that
buyers generally fall
By John
into one of six distinct
Foust
categories. By examinAdvertising Trainer
ing each category, my
clients and I have been
able to understand why an advertising
tactic that works with one type of buyer
will not work with another.”
Sean explained that the concept is easy
to grasp, because we can all identify with
the six categories. “It all depends on the
product. Price may be a person’s dominant
motive in the purchase of a widget, while
brand loyalty may be the determining factor when buying a gizmo.”
Let’s take a look at Sean’s buying types:
1. Consumers who are loyal to you. My
wife, Suellen, is loyal to a particular brand
of car, and is currently driving her fifth
consecutive model of that car. From her
perspective, there is no need to consider
anything else. Likewise, your advertisers
have valued segments of their customer
base – people who are loyal to them
through thick and thin.
How do you appeal to Loyals in your
advertising? Reassure them that – although
your product may be “new and improved” –
your standards of quality remain the same.
2. On the opposite end of the buying
spectrum are those who are loyal to a competitor. If another car dealership tried to
convince Suellen to switch to their brand,
they would be wasting their time and hers.
This type of buyer cannot be won over
with a single ad. The best chance is a
long-running campaign of comparative
Smoak
Continued from page 1
gram in the winter of 2010.
“I aspire to continue my career in the
newspaper industry and to help shape the
future of how we provide news and information to consumers,” Schwartzkopf said.
Ad-Libs
advertising. Even then, there must be
some measure of discontent for the buyer
to consider switching.
3. Bargain hunters. These buyers are driven by price discounts, not brand loyalty.
When Suellen and I go grocery shopping,
we have an “either-or” mindset. Either Coke
or Pepsi will be acceptable. We buy the
brand with the best price.
4. Butterflies. These buyers thrive on
change, and constantly move their business from one brand to another. New
restaurant in town? Yeah, let’s try it. New
neighborhood? Hey, let’s take a look.
How do you reach these buyers? Sell
newness.
5. Investigators. A few years ago, we
needed to replace our garage doors.
Suellen is extraordinarily knowledgeable
about house things (thank goodness), so
she eagerly researched the options. She
learned so much about garage doors that
she could identify the various brands as we
drove around our neighborhood.
By the time she figured out the best
choice, I was in 100 percent agreement –
because she had become a real authority
on the subject.
How do you appeal to Investigators?
Provide them with plenty of information.
6. Then you have the non-users. These
are the people who are not now – nor will
they ever be – prospects for particular
products and services. In other words,
don’t expect to sell surfboards to people
who live in the Arctic or snow skis to
people who live at the Equator.
MORE INFORMATION
JOHN FOUST conducts on-site and video training
for newspaper advertising departments. Contact:
John Foust, PO Box 97606, Raleigh, NC 27624 USA,
E-mail: jfoust@mindspring.com,
Phone 919-848-2401.
The SCPA Foundation Board hopes
others will apply for the scholarship this
year. Sufficient funds are available for such
things as tuition assistance, scholarships
to business seminars, or other available
educational opportunities.
Scholarship awards are not limited to a
particular school or type of program, and
Focus on the
Foundation
As the summer wraps up, so does the
SCPA Foundation’s summer internship
program.
Five students gained invaluable
hands-on experience at S.C. newspapers
over the past few months.
One of the Foundation’s interns, Natalie Harris, spent her summer at Carolina
Gateway in Lancaster.
During her 10-week internship, Harris
focused on reporting,
photograhy and editing.
She also observed the
press.
She said she had a “full
but balanced work load”
working mostly on general
Harris
interest and town development stories.
Harris said her editor, Jane Alford,
helped her add depth to her reporting
by learning to ask in-depth and followup questions.
A native of Lexington, Harris is a rising
senior journalism student at Patrick
Henry College in Purcellville, Va.
“I am still very interested in a newspaper career,” Harris said. “I think I now
better understand the challenge of
balancing news and advertising, as well
as reaching a readership effectively.”
This summer the SCPA Foundation
sponsored five paid internships at daily
and weekly papers across the state,
totaling $15,000.
In the coming months, SCPA will
highlight the experiences of all of the
Foundation’s 2008 interns.
If you are interested in donating to the
SCPA Foundation to support newspaper
internships and scholarships, contact
Jen at jbarclay@scpress.org or by calling
(803) 750-9561. Gifts are tax-deductible.
the percentage of program costs covered
will be dependent upon both the number
of applicants requesting assistance and the
perceived relevance of the program under
consideration. Priority will be given to assist as many applicants as possible.
Contact Bill Rogers at brogers@scpress.
org if you are interested in assistance.
Page 10 • August 2008 • S.C. Press Association Bulletin
Your redesign typefaces: Hiding in plain sight?
You want a redesign.
It’s time to give your
paper a new look and
you’ve finally got the
go-ahead from your
publisher to give it a
shot.
But he’s made it
clear that you have to
By Ed
do it on a shoestring.
Henninger
No pie-in-the-sky stuff
Henninger is
– and make it happen
an independent
at little or no additionnewspaper
consultant
al expense.
and director
You have your
of Henninger
doubts. “How,” you may
Consulting in
ask, “am I gonna do a
Rock Hill
redesign with these
same typefaces? Sheeesh! New Century
Schoolbook. Times. Helvetica. We’ve been
using those for years and they’re just tired!
We just gotta get some new faces!”
Well, yes…and no.
Have you checked your typeface files
lately? Yes, those typeface files that are
hiding somewhere on your server – those
typefaces that may work very well in your
redesign. They may have been there all this
time, hiding in plain sight.
You never knew you had them because,
well, you’ve always used New Century
Schoolbook. Times. Helvetica. You rarely
felt the need to use other type faces.
It’s a design Catch-22: You haven’t tried to
use other type faces because you didn’t know
you had them – and you didn’t know you had
them because you didn’t try to use them.
When I’m working with a client on a limited budget (and whose isn’t?), one of my
first steps is to take a look at their entire
font library. For me, it’s like a treasure hunt.
Akzidenz Grotesk. Basilia. Berkeley.
Bodoni. Caslon 224. Formata. Frutiger.
Goudy. Lucida Bright. Myriad Pro. Photina.
Utopia. You may have these typefaces in
your system already, just waiting to be
used in a redesign.
Some suggestions:
LOOK FOR THE CLASSICS: Stay with
those fonts that you know work well. Don’t
go for Bernhard, for example, when Berkeley will do much better.
LOOK FOR NUMBERS: A typeface family
with six or eight fonts will be more versatile than one with only four fonts from
which to choose.
LOOK FOR COMPATIBILITY: You want
the typefaces you choose to work well with
each other. See if their letterforms compliment each other.
LOOK FOR SIMPLICITY: Consider what
I call the “Rule of Three” – only three
typeface families in the entire redesign.
One for text (always a serif ), one for display
headlines (often a serif ), one for accessory
uses (often a sans serif ).
Choosing new typefaces for your redesign can be an exciting process. But there’s
often no need at all to rush to buy type.
Very often, the typefaces you need are
already available to you.
All ya gotta do is look in the right place.
MORE INFORMATION
ED HENNINGER is an independent newspaper
consultant and the Director of Henninger Consulting,
offering comprehensive newspaper design services,
including redesigns, staff training, workshops and
evaluations. You can reach him at: 803-327-3322.
E-mail: edh@henningerconsulting.com. On the web:
www.henningerconsulting.com
August 2008 • S.C. Press Association Bulletin • Page 11
Obituaries
Ronald Lucas
Advertising Director, The Index-Journal
GREENWOOD
The Index-Journal, and its community
of customers, lost a good friend earlier
this month with the death of Ronald
“Ron” Lucas.
Lucas, 53, died at his home. He is survived by his wife, Rae, and son Andy.
Lucas has served as the newspaper’s
executive advertising director since July
2006. He began
his career at The
Index-Journal in
1981, first serving
in classified advertising sales before
being named
manager of that
department in
1983, retail advertising manager in
1985 and advertising sales manager
Lucas
in 1993.
“I guess you could say, right now, I’m in
a state of shock,” said president and publisher Judith Mundy Burns. “I have shed
lots of tears. Folks at The Index-Journal
are not only co-workers, we are friends. I
have lost a dear friend.
“Ron was a long-time friend. He was
professional in his work,” Burns said. “He
was devoted to his wife, Rae, and to his
son, Andy. He was a devoted Christian.
He loved Greenwood. He loved to bird
hunt. And, he was an avid Gamecock
fan. I can’t imagine driving into our
company parking lot and not seeing his
red truck with the Gamecock license
plate.
“My love and prayers go out to his
immediate family and to his extended
family at The Index-Journal,” Burns said.
Pam Still, who assumed Lucas’ duties as
advertising sales manager in July 2006,
reflected on her years knowing Lucas as
a friend and co-worker.
“Ron Lucas has been my friend and
boss for over 20 years. He genuinely
cared for those who worked with him,
and he saw The Index-Journal staff as
family,” she said.
Meeting
“Ron was a kind man, he had a strong
and faithful relationship with God and
he strived to live his life in a manner that
reflected his faith,” Still said.
“Ron was a great arbiter of common
sense and decency. His loss will be felt at
this newspaper for a long time to come,”
she said.
“Ron was a pleasure to work with from
day one,” said executive news editor Richard Whiting.
“From the day I started work at The
Index-Journal in 1999, we hit it off and
worked together well. Ron made me feel
not only like a co-worker, but also a friend.
I will miss our daily talks.”
John Roy Whalen Jr.
Former Bureau Chief, The Columbia
Record
ORANGEBURG
John Roy Whalen Jr., 85, died July 6.
He was a graduate of the University of
South Carolina.
He started his journalism career as a
reporter for the Times and Democrat. He
then moved on to become copy editor
for The State and the Augusta Chronicle.
He also served as Bureau Chief for The
Columbia Record newspaper.
He completed his professional career
by devoting himself to help others less
fortunate, retiring as a counselor for S.C.
Vocational Rehabilitation. In his spare
time, he was renowned statewide for his
abilities as an accomplished steeplejack
and high elevation painter.
Whalen was a veteran of World War II
serving in the Army Air Forces.
Continued from page 1
Awards Dinner will be held on Saturday,
and there will be no afternoon sessions to
encourage attendees to spend time enjoying
the Myrtle Beach area. Discounts to local
attractions, including Brookgreen Gardens,
Legends in Concert and Hard Rock Park, will
be available for attendees.
Saturday night will host a variety events
including a President’s Reception, which
will be open to all attendees. A drink ticket
will be included for all luncheon and dinner
attendees.
This year, instead of dancing with a DJ
following the Daily Awards Dinner, SCPA is
offering two options. Shuttles will run to and
from Broadway at the Beach, home of 350
acres of shopping, dining and attractions.
Or, if you prefer to remain at the hotel, SCPA
Executive Director Bill Rogers will host after
dinner drinks overlooking the ocean.
Sunday, there will be an optional golf outing.
“We’ve tried hard to keep the meeting
costs affordable for our members, while adding several options to increase participation,”
said Michelle Kerscher, SCPA’s marketing and
programs director. “We are hoping members
will take advantage of the great room rate
and spend the weekend having fun at the
beach.”
Detailed information and registration
forms will be available soon. If you have
questions, call Michelle at (803) 750-9561.
Foundation for
the future...
Your donations to the SCPA
Foundation help aspiring
journalists by funding internships
and scholarships.
But these things can’t happen
without your support. So at the end
of the tax year, remember the SCPA
Foundation with your gifts.
bbkyzer@mindspring.com
And a donation to the Foundation in
the name of a departed colleague is
an excellent remembrance that lasts
far longer than flowers.
Page 12 • August 2008 • S.C. Press Association Bulletin
Budget for the more affordable Winter Meeting
Cost saving changes
in the press association’s Winter Meeting
and news contest are
in the works.
In a called meeting July 24, the SCPA
Executive Committee
took steps to make
By Bill
the annual convention
Rogers
more affordable.
SCPA Executive
Director
The plan calls for
making the meeting
more affordable by
eliminating the cash prizes for first place
winners in the contest and doing away
with expensive paid speakers.
The per-person cost for the daily awards
dinner will drop from $95 to $50 and the
weekly awards luncheon will drop from
$45 to $25.
The elimination of the cash awards –
which have been at $50 for more than
20 years – will save nearly $9,000, all of
which will be plowed back into making it
more affordable for winners to attend the
banquets and be recognized for their good
work.
We’ve had to make some hard decisions,
just as our member newspapers have had
to make. But there was a strong feeling
that the contest remains an important
and economical way to recognize good
journalism.
Other cost-saving plans to be placed in
this year’s budget will be to do away with
the printed contest winner’s tabloid in favor of on-line, change the way the contest
is judged and eliminating sponsorship of
Legislative press conferences.
We did a survey of members who
routinely attend the meetings and enter
the contest, and half of the newspapers responding said they would spend less than
last year on attending the Winter Meeting. Yet 81% said they valued the awards
banquets.
We feel these changes will allow us to
keep the quality of the contest and reduce
the cost of attending the meeting and
awards ceremonies.
This year we will be meeting in Myrtle
Beach. We have a great weekend planned
with lots to do and a great room rate. Our
hope is that winners will bring their families and take advantage of the change of
the awards from Friday to Saturday night.
One last note that Carry Nation wouldn’t
like. We are keeping the free drink ticket
at the reception … and we are inviting
weekly attendees to join their daily colleagues at the event.
So remember these changes as you
plan your next year’s budget. We think it’s
more important than ever to honor good
journalism and reward your staffers for
their work.
Winter Meeting
March 13-14
Myrtle Beach Hilton
Offices, Columbia
CALENDAR
October 23: Ad Sales Basics SCPA
SCPA Offices, Columbia
September 10: Design That Sells
offices closed
September 1: Labor Day SCPA
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Newspaper Industry since 1852
S.C. Press Association
P.O. Box 11429
Columbia, S.C.29211
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