Winter - FCPNY

Transcription

Winter - FCPNY

Newsletter
Free Community Papers of New York
Association of publishers of free distribution shopping guides, newspapers and periodicals throughout New York State
WINTER EDITION 2010
In This Issue
Executive Director’s Message
3
President’s Message
4
Marketing Director’s Message
5
Harrison Accepts Board Seat
With SMC
6
Bartash Announces
Media Program
7
“This was my first time attending. I enjoyed the
graphics class very much, and of course, winning
all the awards!!!”
Pat Bellaire
Warsaw Pennysaver
Join us!
Seasoned Rep Training Highlights 8
Legalese with Joe Steflik
10
SMC Update
12
New Website!
17
Advertising 101: 10 Ways to Mess
Up a Perfectly Good Ad
16
CPAN Incentive Winner!
16
Gay’s Book Raises Funds
for Campers
21
Kevin Slimp
22
Legislative Update
23
Associate Members
24
PaperChain Update
26
5 Reasons Why You Should
Take Advantage of CVC’s
FREE Audit Training
26
Our mission is to unite
and educate our
members for their
strength and prosperity
Free Community Papers of New York
1-877-275-2726
P.O. Box 11279 Syracuse, NY 13218
www.fcpny.com
SUPER
Conference
MARCH 22-23 TWENTY TEN
MAR
“In regards to the conference, I go each year hoping to walk away
with at least one new tip I can use in either my presentation of my
ads or the way I present a sale to my customers. I have never been
disappointed! For anybody that didn’t make it, they surely are missing out on a chance to stretch what you already do or look at the
way you handle your everyday sale just a little bit differently.”
Dan Newton, Scotsman Pennysaver
in
n s u lta n t
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vo i c
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on e b u y • o n
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of
ow
he P er
e • o ne
Become a fan at
www.facebook.com/fcpny
a
Sales
person
of the Year
GR APHICS
Awards
“There were two big pluses for
me, making personal contact with
some suppliers/exhibitors and
personal contact with fellow publishers. Plus the food was great,
the service great, FCPNY was well
organized and the Turning Stone
has so many additional fun things
to do I could have stayed several
more days. Also, receiving the top
overall General Excellence award
was super.”
Art Zimmer, Publisher,
Syracuse New Times
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G
Greetings
From the Desk of Your Executive Directorr
Dan Holmes
Well, another year (and decade) has come and gone and I expect we all have a few
additional gray hairs after surviving this last year. For many of us the over-riding
theme for New Year’s Eve was alleluia, good riddance.
Well the year has passed but the challenges remain and change and adaptation will
continue to be the recipe for success as we start the New Year and new decade.
That of course can create excitement and intimidation.
At FCPNY we are confronting a challenging business environment also. As you, our
members, make changes in your business models - we are experiencing decreases
in circulation and a substantial drop in classified revenue. As we begin 2010 we
will be making some changes to the way we do business in an effort to rebuild our
classified revenues to assure we maintain the standard of member benefits that you
have become accustomed to. The CPAN classified revenue is the primary source of
income that FCPNY operates with.
CLASSIFIED ADS WILL INCREASE YOUR REVENUE!
First and foremost I must remind you to please search your local marketplace for
business prospects that could benefit from the exposure a statewide classified or
display ad could afford them. For every $490 classified ad that you sell, you keep
$245 and add it to your bottom line. Our experience is that most customers who
purchase a statewide ad find the response to be very good and become consistent
repeat customers, so your primary challenge to open the door to this potential
revenue stream is simply identifying appropriate customers.
NEW ELECTRONIC AD ENTRY PROCESS COMING
Secondly, we have created an electronic ad entry process that we will unveil in the
coming days. However, WE NEED YOUR PARTICIPATION to make this process work.
With this system, a potential customer will be able to place their statewide ad via
the internet. Clearly, providing electronic ad entry is what our customers are looking
for as evidenced by the success of our electronic competition including Craigslist.
What do we need from you? We need you to continue to partner with FCPNY to
generate statewide classified revenue. In this case we need access to your website
to draw potential customers to our classified product. Shortly you will be contacted
and asked to provide a link in a prominent position on your website that directs a
customer to our ad entry page. When that customer enters their ad we will receive
the ad including a report showing what website the ad originated from. With this
information we will be able to credit your business with the ad sale and we will
send 40% of the ad revenue back to you. It’s as simple as that.
We will develop a graphically pleasing, professional looking link for you to place on
your website. We will also redirect your website reader back to your site when their
transaction is complete and we will share the revenue with you since you will be
the source of the sale. If you have trouble or questions placing the link on your site
we will assist you with that too.
It is our hope that this process will help us to re-grow our classified ad base and
funnel revenue directly to you at the same time.
KEEP FORGING AHEAD!
We have additional initiatives that we will be announcing shortly to continue to
strengthen the CPAN sales program. As you have found in your business, standing
still is no longer an option. Creative and thoughtful sales initiatives are necessary to
continue to compete in this business environment. We look forward with confidence
to the coming year and we appreciate your partnership in keeping the Free Community Papers throughout New York strong and prosperous.
Happy New Year and Happy Selling !!!
COME ON, BE A FAN...
FCPNY is now on
www.facebook.com/fcpny
FREE COMMUNITY PAPERS OF NEW YORK
WINTER 2010
3
LLetter
From Our Board President Carla Chase
In September of last year I stepped into the leadership role of the FCPNY presidency with enthusiasm for our industry and the opportunity in our membership.
Yes, we were in a recession and the newspaper industry was changing; but I
counted the resilience and stick-to-itiveness of our publishers and concluded
that time would yield the energy and effort necessary to the changes ahead. I
was optimistic, but perhaps for the wrong reasons.
speaking products, new distribution models, and any digital products that we
can deliver to Main street better than the Internet giants can do it. This means
text messaging, search engine marketing and optimizations for web customers,
and magnet sites that draw people together in social networks, to name a few.
Ours is a world in rapid transition; so too our businesses. To succeed requires
the same will that founded our businesses, most many years ago. But it also
requires that we grow into the changed state of affairs we see around us.
Uncertainty fuels fear, so we must come together and support each other in
the learning process that delivers us to a marketplace that is less familiar each
passing day. Our association (FCPNY) will continue to help with speakers and
programs that do more than deliver information.
The changes that have beset the free community newspaper industry are
clearly upon us, and their effects are substantial. We have fewer classified ads
and revenues from these sources, in all of their forms; our base is shrinking as
digital alternatives to print and simple online transfer models out maneuver
and out perform them, Internet giants are targeting Main Street, and the cost
of doing business is rising more rapidly for small businesses which carry the
majority of jobs and growth, by increased taxes and controls. If that weren’t
enough - the new healthcare bill will likely put upward pressure on healthcare
costs to small businesses.
Simply, we will do what is necessary or what is necessary will undo us. In our
efforts to remake ourselves for the future, we must secure
the value in our print products and create new products
for a changing behavioral model. We must not join
an easy crowd; we won’t grow. Rather, we must
go where the expectations and the opportunity to
perform are greatest. Above all, we must accept
that our thoughts and values are apparent to all by a
single thing—the results in them!
The halcyon days of “over-the-transom” orders for ads and services may be
near an end. Everything about our business is likely to change as Peter Drucker
warned us in his dictum: …”every organization must be prepared for the
abandonment of everything it does.”
Is there hope for the future, and on what platform is it riding? The answer is
a resounding “Yes”, and the foundation is the bedrock of Internet and print
products alike; namely behavioral modeling. What has not changed, nor will
it, is the desire on the part of both buyer and seller to merge. How that occurs
has changed and will continue to do so. For our part, we must be creative and
flexible in our efforts to grow value in our products and services, outperform
alternative methodologies in reaching Main Street - where we live and dominate, see opportunity where others see only what’s in front of them – Spanish
Wishing you the best of 2010,
Carla
Reminder: By now many of you have begun receiving your new CVC audits.
If you are a publisher who hasn’t taken advantage
of CVC’s conference call audit training, you are
missing out on new revenue opportunities. “In our
most recent publisher’s survey, 86% of publishers
that completed audit training reported increased
ad sales,” said Tim Bingaman, CVC President and
CEO. If you have not completed training for your
recently delivered audit, we’ve got five great
reasons you should sign up today.
Read more on page 26 of this newsletter!
4
www.fcpny.com
DOWNLOAD THE CPAN MEDIA KIT • ACCESS MEMBER INFORMATION • REVIEW THE AREAS THAT WE SERVE • ACCESS MEMBERSHIP BROCHURE
A Message
A
From Our Marketingg Director
Greetings!
It’s hard to believe that we are at the start of another
year! No doubt, 2009 was a difficult year for many
in the newspaper industry. It is remarkable though,
how bright the future is for community papers – IF
we change and adapt to our ever-challenging marketplace. That’s a big IF – overwhelming to some,
commonplace for others. This past year has had
its challenges – the economy, the internet, social
media, emerging media – it has all changed the way
we do business (or at least it should have). But with
these challenges there has also come opportunity.
Opportunity to find creative ways to meet these
challenges, to show how adaptable we are as an
industry and to prove why we exist. We exist to
provide relevant news and information to our local
communities – for the promotion of our local businesses – for the good of our local organizations – for
the betterment of our local schools, sports teams,
people and families.
Sure – we all publish in varying markets, but one
thing rings through & through - LOCAL! LOCAL!
LOCAL! It seems as if every speaker I’ve heard this
year realizes the importance of being relevant and
Erika Perez
local. Community papers are THE avenue for local
news! We must continue to provide this to be successful – whether it be in our print publications, on
the internet, on Facebook or Twitter – anywhere and
everywhere. We must do what we know best and
that is to be what we are – COMMUNITY papers.
beneficial for Publishers, Managers, Sales & Graphics. Sales Managers – save the date for the 20th Annual Sales Manager’s Conference – June 13-15, 2010.
These conferences provide training and networking
opportunities for the “IF’s” in our industry – the challenges that require us to change and adapt.
That said, here we are at the start of 2010 – another
promising year. Promising because it has the potential to be what we want it to be, IF we change and
adapt. That’s what we’re doing here in the FCPNY
office – changing and adapting. To what you may
ask? To the ever changing needs and demands of our
members and our industry. Providing you with the
member benefits that make the most sense for you.
Bringing you experienced speakers who know our
industry. Holding training sessions and conferences
that leave you ready to go back to your individual
publications with new ideas, practical ways to
implement them and reminders to get “back to the
basics.” We realize that times are tough, but we
want to provide you with the tools you need to be
successful. Make time to attend the 2010 FCPNY
Super Conference on March 22 & 23rd - it will prove
If you have suggestions for speakers, topics of interest, member benefits or any ways that we can make
FCPNY work for you, please share them with us.
Our mission is to “unite and educate our members
for their strength and prosperity” and we want to
continue to be in touch with what’s important to you
and to our industry in 2010.
Welcome our new
Associate Member
Here’s to what makes us who we are and to a year
full of “IF’s” – those things that enable us to grow
and prosper.
‘Til next time~
Announcing the all
new Recas.com
Chase Press
Division of Chase Media Group
Production of all print - digital variable data,
direct mail, 6-color sheet fed, color web
offset, complete in-house binding and
finishing. In-house postal verifications,
design services.
Glen Seaman
1520 Front St.
Yorktown Heights, NY 10598
Phone: 914-962-3871
Fax: 914-962-0887
gseaman@chasepress.com
www.chasepress.com
Want these brands advertising in your paper?
Visit recas.com/new to find out how easy it is to
effectively boost your ad revenue with local ad dollars
for these brands.
WINTER 2010
5
News
N
Harrison Accepts Board Position with SMC
Steve Harrison, publisher of Genesee Valley Publications in Rochester, NY has
accepted a position on the board of Saturation Mailers Coalition (SMC). Says
Harrison, “It’s really a ‘two-for’ for SMC in that Shari Rapone, our Circulation
Supervisor, will also be co-chairing with me. She’s been doing battle with the U.S.
Postal Service for over 20 years and she so appreciates (as I do) the work that
SMC is doing on our industry’s behalf.”
You can find more information
on the SMC Annual Meeting
Elections and 2010 Predictions on
page 12 of this newsletter.
question, “If we go to every home, why then do our papers need addresses?” And
if you are into mailing, you also know that our municipalities get a pass on the
need for addressing. Quite simply, if we could enjoy such a ‘pass,’ the Post Office
might begin to see our industry slow down our exodus from their services and we
may perhaps re-enlist the USPS as a partner in our industry’s distribution stream.”
Harrison concludes, “If you receive this newsletter or INK magazine,
you’ll read about the discussions that are taking place between
SMC and the US Postal Service. It is an important time for our
industry, so when Donna Hanbery asks, please help fund SMC’s
cause with your company’s contribution. Thank you in advance!”
Harrison continues, “As everyone knows, the Post Office is in
deep trouble and after years of working toward meaningful
dialogue, SMC is being sought after for their advice as to how
either the post office can reduce costs or increase revenues. So
many community papers have sought other means of distributing their papers (as we have) & it’s pretty obvious how deep our
industry has wounded them, but it was self-inflicted.”
“A surcharge on the detached mailed address (DMA’s) was a
response by the post office for the “handling” by their carriers
of a system that many saturation mailers embraced. The detach
cards had been a handy remedy and alternative for having to address each carrier
route delivered paper mailed. Thanks to this surcharge, it left those of us who
mail with either absorbing this new cost (1.7 ¢ each), investing in equipment that
would address our papers (or incur this processing fee from our printers) or as
we’ve chosen to do - further convert our delivery to our own adult carriers.”
The SMC board is comprised of Greg Belair & Dan Dutton (sharing a seat
for Signature Graphics and Mailbox Merchants), Albert Braunfisch & Harry
Buckel (also representing the Maryland Pennysaver are Calvin Cherry and
Chet Cleaver), Bill Cotter & Dean DeLuca (sharing a seat for the Pittsburgh
Pennysaver) and Vince Giuliano, Bob Croce, Steve Azzara & Paul Giampolo
(sharing a seat for Valassis). Pete Gorman, Steve Carazo, Tim Rychel &
Curt Harmon (participating for Harte-Hanks). Keith Klein, Dick Mandt,
Steve McKinnon, Scott Patterson, John Sabo, Carol Toomey, and Donna Hanbery, Executive
Director, Secretary and Treasurer.
For more information on SMC, please contact Donna Hanbery at
hanbery@hnclaw.com or at 612-340-9350.
“ ‘Simplified but certified’ is a proposal that SMC has tried over and over for the
Post Office to at least test for our industry. How many times have we asked the
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6
www.fcpny.com
SEE AN INTERACTIVE MAP OF OUR PUBLICATIONS • DOWNLOAD THE FCPNY PUBLICATION AUDIT REPORT • REVIEW MEMBER BENEFITS
Travel Reimbursement
A
Reminder!
The FCPNY Board of Directors has voted to continue the policy of reimbursing
member transportation to your choice of either one of the National Association
conventions in 2010.
Transportation Reimbursement
for National Conferences
FCPNY will reimburse up to $250 for any mode of
transportation per membership per year.
Get up to
$250!
News
N
You can choose the 2010 AFCP Conference &
Trade Show to be held April 22-24, 2010 in Tucson,
Arizona at the beautiful Westin La Paloma Resort
and Spa or the 2010 IFPA Conference in Nashville,
Tennessee on September 23-25, 2010.
If you are interested in taking advantage of this
program, just make your reservations and provide
a valid receipt of travel after the convention ends
and we will send you a check for up to $250 per
membership.
from Bartash, Inc.
Bartash Announces Insert Media Program That
Increases Publishers’ Income Philadelphia Firm
Defines New Revenue Stream to Benefit Customers
Sidney Simon, owner and CEO of Bartash Inc.,
Philadelphia’s largest coldset web printer and a
leading manufacturer of magazines, newspapers,
and niche publications, proudly announces that
his company has launched a patent-pending
program called Bartash ROI: Response Oriented
Inserts™ that boosts advertising insert revenue
for its customers.
Eric Roberts, Bartash Director of Sales states,
“The company has procured new advertising
insert business for our many publisher clients in a
program targeting well-defined and desirable demographics. We recognize that helping our clients
grow their business is the best way to grow ours.
When we studied the list of approximately 300
publications that we print, we immediately saw
patterns that are ideal for national advertisers.
Singly, many of these regional and niche publications don’t have the circulation numbers to entice
the largest insert advertisers, but through the
Bartash ROI™ program, advertisers can achieve
the response they want.”
Adam Sweitzer, Non-Print Media Sales Specialist
at Bartash explains, “Printing such a diversity of
publications for so many publishers in one location gives us the opportunity to attract and satisfy
new advertisers. These advertisers will also have
the option of selecting single publications to test
market inserts prior to larger roll-outs. While the
opportunities for geographic saturation mailings
are obvious, it’s the niche-market targeting that
holds the greatest attraction for many advertisers.”
In addition to accepting outside inserts, Bartash
also prints inserts and detached address cards inhouse, giving them greater control over the entire
process. In 2009 Publishing Executive Magazine
ranked Bartash Inc. one of the top 20 magazine
printers in the U.S.
For more infomation:
Media Contact
Richard Greene, Director of Marketing
Direct Phone: 215.305.7318
rgreene@bartash.com
There are 3 ways to submit your receipt:
1. Fax: 315-472-5919
2. Email: dholmes@fcpny.com or
eperez@fcpny.com
3. Mail: FCPNY PO Box 11279,
Syracuse, NY 13218
This is our way of expanding the educational
opportunities that we can provide to you and
we encourage you to take advantage of what
these national conferences provide. Questions?
Please feel free to contact either Dan or Erika
at 877-275-2726.
20
SAVE
THE
DATE!
20th Annual
Sales Manager’s
Conference
June 13-15, 2010, Location TBD
Make plans today to
join us for a very special
20th anniversary celebration!
All FCPNY member publications
are welcome to send their
Publishers, Sales Managers,
Supervisors and Team Leaders.
>> Stay tuned for more
information!
WINTER 2010
7
LSales Training
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session!
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“I just wanted to say thanks for
booking such a great speaker for last
Friday’s session. Jim Busch’s presentation was relevant to today’s selling
environment and humorous. I loved
listening to someone with so much
Pennysaver experience who could
make me rethink some old habits
that could use a fresh “spin”……….
tremendous presenter!”
Peggy Samere
Regional Associate Publisher
Scotsman Community Publications
“Honestly, it was one of the best sessions I have attended in a while. I had two
of my sales reps from our Cortland office attend with me, but had I known how
good Jim Busch would be, I would have made it mandatory for my entire staff.”
“Jim brought a lot of energy and experience to the session. It is always more
enjoyable to hear from someone who is in or has been in our business. He offered a real approach to selling inspired by years in the industry. There were no
canned responses that you can sometimes hear from people who have studied
up on what we do, rather than actually having done it. The only suggestion I
would make is to line up Jim Busch again in the very near future.”
“P.S. One thing that became clear to me following Jim’s session…
I do not read nearly enough!”
Shawn Raymond
Associate Publisher
Scotsman Community
Publications
“My pressman who came to the
session, was most impressed. He
has not been able to attend any of
the sales sessions before and was
very happy that he did. He came
away with many ideas for his part
time sales calls. Thank you again.”
“I thought that the training was great.
Jim is very knowledgeable and was
interesting to listen to. Hope to see
him again in our training.”
Karen Sawicz
“I came back with a list of six things to
follow up on - thought provoking things
- so that’s a real plus. Thanks for the
opportunity.”
Publisher
Lake Country Pennysaver
Carla Ransom
Genesee Valley Publications
Tom Cuskey
“Thank you for bringing Jim to the
training. He was outstanding and
the majority of my staff was very impressed with his presentation. Most
importantly, he was “real” and the
knowledge he imparted to the audience was his actual experiences from
the field. He is the most well read
individual I have ever met. Thank you
again for a great training program.”
Nancy Chodak
Director of Advertising
Genesee Valley Publications
Associate Publisher, Scotsman Press Inc.
8
www.fcpny.com
“I enjoyed this session, and it was “good” to hear
from someone who is in the business, who is telling
it like it is. It is a tough, rough environment out
there, BUT we can persevere in these difficult times
with hard work, understanding and CARING!!”
“I am (proudly) a tenacious woman who cares
enough about her company, her advertisers, and
her industry to do what I can to “salvage” what I
REALISTICALLY can in this economic turn-down.”
“Simply put......this too shall pass!! Thanks for your
efforts!”
Bobbie Micros
Moneysaver Advertising
“I enjoyed the session and was very impressed with
how well organized it was. The location was great
(we are only 15 minutes away) the facility was clean
and we were well provided with water etc. The tables
were nicely decorated without being too much and
thank-you for the snacks!!! The breaks were welltimed as was lunch.”
“I have not heard Jim speak before but enjoyed his
presentation. I felt that he was “real world” and not
too, hmm, what’s the word, “slick.” He is an interesting person and has some good insights into psychology and that is a new angle for me as a sales-person.
This was a good use of my time and made me look at
things a little differently.”
“I REALLY liked the training. Jim was very
down to earth and practical. I LOVED his
analogies to movies, books and quotes- I could
relate. The open forum where you could interrupt and ask a question any time was helpful
too (usually I want to concentrate on what the
speaker is saying and will forget what I wanted
to ask). The snacks and lunch were yummy too.
I thought the facility was nice (I had never been
there). I got to see old friends that I made from
other functions and had fun catching up. Please
thank everyone who had anything to do with
organizing it.”
Faith Burgard
Metro Group
Angie Raab
Advertising Assistant
Genesee Valley Penny Saver
Stay tuned for
details on our
next session!
WINTER 2010
9
LLegalese
Joseph J. Steflik, Jr., Esq.
Coughlin & Gerhart, LLP
2010-Compliance and Preparation for the New Decade
Employers, in 2010, are subject to new federal
and state rules, regulations and case law.
Prompt compliance and preventative measures
will avoid fines, penalties, and legal costs.
COBRA. The issue of the COBRA subsidy and the
original December 31, 2009 date resulted in considerable confusion. However, Congress passed and the
President signed legislation extending the subsidy
for an additional six (6) months and the job eligibility
date to February 28, 2010. For subsidies that begin as
of March 1, 2009 (the original subsidy date for most
employees who terminated employment during the
September 1, 2008 to February 16, 2009 retroactive
window) the subsidy will end with January’s coverage. The subsidy is only for fifteen (15) months. The
COBRA entitlement without subsidy will continue
to extend through the applicable COBRA period
measured from the qualifying event. For subsidies
that apply to COBRA that began after March 1, 2009,
the subsidy continues for nine (9) months, even if that
period extends beyond February 28, 2010. In order
for the subsidy to apply, both the qualifying event
(involuntary termination) and COBRA commencement
must occur on or before February 28, 2010. The DOL
and IRS have informally taken the position that if
the last day of active coverage is February 28, 2010,
then COBRA does not begin until March 1, 2010 and
therefore the subsidy does not apply. If your plan
extends coverage through the end of the calendar
month of termination (a common provision in most
insured coverage’s), this means that the terminations
occurring in December will not be entitled to the
subsidy. This seems counterintuitive to the purpose of
the subsidy, but has become the understanding of the
DOL’s and IRS’ positions.
New York Statutes. The following statutes became
law in 2009 and will be applicable in 2010 and
thereafter:
1. NYS Workers Adjustment and Retraining
Notification Act (“NYSWARN”) - employers with
50 full-time employees must give 90 day advance
written notice of a mass layoff (33% and at least
25 employees or at least 250 employees) or plant
closing/shutdown of a single site of employment or
operating unit (25 employees) or relocation (removal
to a location 50 miles or more away); notice must be
10
www.fcpny.com
given to affected employees, bargaining representative, NYSDOL, and local workplace investment board
(effective date February 1, 2009).
2. Labor Law §§ 198 (1-a) and 663 (1), (2) authorizes the Commissioner of labor to bring an
administrative action or court action to collect wage
underpayments and liquidated damages; allow liquidated damages unless employer can prove it had a
good faith basis to believe it was in compliance with
the law; liquidated damages remain at 25% (effective
date – November 24, 2009)
3. Labor Law § 215 (1) - increase penalties for retaliation against employees; minimum penalty increased
from $200 to $1,000; maximum penalty increased
from $2,000 to $10,000; Commissioner of Labor has
authority to order employer to pay lost compensation
to employee subjected to retaliation; extends liability
to officers and agents of LLC and LLP (effective date –
November 24, 2009)
4. Labor Law § 195 (1) - notify employees in writing
at time of hire of the rate of pay and regular pay day;
obtain written acknowledgement from each employee
of receipt of notification which must contain regular and
overtime rate (if not exempt) (effective October 26, 2009)
5. Executive Law § 296 (1)(a) - domestic violence
victim status added as a protected classification;
definition – an individual who is a victim of an act
which would constitute a family offense under the
NYS Family Court Act § 812 (effective July 7, 2009)
6. Executive Law § 297.4 (c)(vi) - civil penalties up
to $50,000 and $100,000 may be imposed in cases
of discrimination; $100,000 is for conduct that the
NYSHRD deems willful, “wanton or malicious” (effective July 6, 2009)
Federal Statutes. The following federal statutes will
impact employers in 2010 and thereafter:
2. ADA Amendments Act of 2008 (“ADAA”) –
Congress reversed Sutton v. United Air Lines (US
1999); Toyota Motor Mfg. v. Williams (US 2002);
definition of impairment expanded; “major life activity” specified; elimination of mitigating measures;
exclusion of transitory and minor impairments; personnel policies should be revised since amendments
will greatly expand number of employees and job
applicants protected (effective date January 1, 2009)
3. Genetic Information Nondiscrimination Act
(“GINA”) - prohibits genetic discrimination in both
health insurance and employment; prohibits collection
of genetic information; genetic information must be
confidentially maintained (effective date November 21,
2009)
New York City. Many members of the FCP do business
in New York City. The city, in 2005, passed legislation which provided that its anti-discrimination laws
“shall be construed liberally for the accomplishment
of the uniquely broad and remedial purposes thereof
regardless of whether Federal or New York State Civil
and Human Rights Laws…have been so construed.”
Several recent decisions have expanded even that
broad language. The NYC statute applies if any act
occurs in the city. So, if your company has any business, meetings, or other activities in NYC be aware of
the enhanced likelihood of liability.
Precautions. Employers, at the start of 2010, should
take the following precautions:
1. review and, where necessary, revise the employee
manual
2. conduct at least one anti-harassment and anti-discrimination seminar for all supervisors and employees
3. update Material Safety Data Sheets (MSDS) and
put copies in a central location and at the location of
the OSHA designated hazardous substance
4. appoint a safety officer as mandated by OSHA
1. Lilly Ledbetter Fair Pay Act of 2009 - Congress
reversed Ledbetter v. Goodyear Tire & Rubber Company (U.S. 2007); now each paycheck that delivers
compensation is a separate violation of federal
discrimination laws regardless of the actual date of
discrimination (effective retroactively to May 28, 2007)
Have a prosperous, safe, and litigation free year.
Questions? One of the benefits of FCPNY is a
program where members can contact Joe at
1-607-723-9511 to discuss labor or employment
issues.
SEE AN INTERACTIVE MAP OF OUR PUBLICATIONS • DOWNLOAD THE FCPNY PUBLICATION AUDIT REPORT • REVIEW MEMBER BENEFITS
Anocoil Corporation
Would like to extend our thanks to...
Dan Alexander - Denton Publications, Elizabethtown, NY
Albert Osten - Southern Dutchess News, Wappingers Falls, NY
Steve Harrison - Penny Lane Printing, Avon , NY
For partnering with Anocoil on the installation
of the Screen N2000S Thermal Platesetter
with the N-100 Thermal Negative Plate
The N-100 Thermal Plate system utilizes a neutral development system that is environmentally friendly and does not
require pH neutralization. The neat thing about this chemistry is that it runs similar to conventional subtractive
developers, where we only need to replenish for drag-out (3-7cc’s per sq ft) and as a result get excellent chemical yields.
Our technical sales organization is made up of skilled industry sales and technical professionals to provide our
customers with the high quality support and service they deserve from their plate supplier.
Contact us today to learn more about the N-100 imaging solution for your business.
Great Performance, Great Value... “The New Alternative”
Anocoil Corporation
PO Box 1318
60 East Main Street
Rockville, CT 06066 USA
(860) 871-1200
www.anocoil.com
SMC Update
S
SMC Annual Meeting Elections and 2010 Predications
that major legislation will be passed to change the
Postal Service business model or to eliminate Saturday delivery until after the November 2010 elections.
The Steering Committee heard a briefing by
Washington counsel Tom McLaughlin and economic
adviser Toni Crowder of Eagle Analytics. The group
was advised that the Postal Service is analyzing the
current rate design and structure for standard mail of
a flat “piece” rate up to 3.3 ounces and then a pound
rate. The Postal Service and the Postal Regulatory
Commission have made public statements that the
Postal Service may want to consider a new, or separate, rate design for standard mail. The group was
advised that the Postal Service was looking at a lot of
different options and that the following things should
be kept in mind:
By Donna E. Hanbery,
Hanbery & Carney, P.A.
On December 14, 2009, the annual meeting of the
Saturation Mailers Coalition (SMC) took place.
Several prominent people from the free paper
industry were elected to serve as officers or Steering
Committee members, including Harry Buckel, CoChair Pete Gorman, Steering Committee Member and
Executive Committee, Chet Cleaver, Bill Cotter, Dean
DeLuca, Stephen Carazo, Tim Rychel, Curt Harmon,
Dick Mandt, Steve McKinnon, Scott Patterson, Carol
Toomey, Steve Harrison and Shari Rapone. The leadership of the SMC is divided among members of the
free paper industry and publishers and producers of
shared mail packages and coupon envelop programs.
Albert Braunfisch of MailSouth, Inc. was elected
Co-Chair of SMC and Donna Hanbery as SecretaryTreasurer and Executive Director.
In her financial report, Hanbery said that in spite
of funding cuts, SMC managed a break-even year.
Thanks were given to Harte-Hanks Pennysaver USA,
Valassis, Inc., Pennysaver Group Inc., Yorktown
Pennysaver Corp., Mailbox Merchants, Inc., Target
Marketing Maine, Inc. and Money Mailer for funding
that helped SMC make it through the year.
The Steering Committee heard reports on studies
being done of the Postal Service business model,
including a report by the GAO. SMC and some
members were interviewed by the GAO. Hanbery said
she stressed that the Postal Service could retain and
grow its business with our members if it adopted
simplified as an addressing option for program mail
and worked to give us lower rates in return for stable
and predictable mail volumes. The GAO was also told
of concern by our members that the Postal Service’s
trend of reducing services, including the discussion of
the elimination of Saturday delivery, would not help
the Postal Service compete with other print media.
With 2010 being an election year, it is not anticipated
12
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•
The Postal Service is under tremendous financial
pressure. SMC members cannot expect to
see a decrease in absolute rates at any point
in time. Anything the Postal Service does to the
rate design will probably be revenue neutral. This
means a lower rate in one area might extract a
higher rate in another.
•
SMC members should assume that the Postal
Service is going to try and get the same amount
of postage out of all mailers. We need to think
of ways the rate design or structure could be
changed to help grow frequency or package weights.
•
We need to approach rate design with the idea
that competitors of our products, like newspapers,
will get something similar.
•
We need to realize that an increase in the break
point is likely to result in something having to
give with an increase in either the piece rate,
the pound rate, or both.
•
If the Postal Service moves to decrease the
break point or go to a strict stepped rate, it
might be able to give a reduction in the piece
and pound rate.
•
There have been discussions of a stepped
rate where you pay something extra with each
additional piece or added rate at both the piece
or the pound rate level.
•
The group was warned that the Postal Service
might do something on its own that could result
in an increase in rates in the 2-4 ounce range.
This is where most package weights fall today.
Is this the result of market conditions or a result
of the rate structure? Changes in the rate design
could result in lower prices for lighter weight
pieces and perhaps a lower pound rate at the
higher rates.
The group was cautioned that each mailer should
examine its own business and the range of package
weights and pieces in our members’ programs.
Changes in rate design might present an opportunity
to add additional packages or weight. It is possible
that many of our members might see their rates
stay neutral for their business as it exists today but
opportunities for cost savings if programs can be
expanded or grown.
The challenge for SMC is to have our members
examine the range of our various mail programs
and needs. It may be that we want to advocate for
two separate rate structures or designs for program
mailers. This might be like phone companies offering
different plans or options. To help SMC plan and advise our members, every member is urged to examine
its current mail profile, business opportunities, and
how growth in geography, frequency, or package
size might be impacted if there was a different rate
design and structure.
There was also discussion of increased activity in
the states of California and Washington to consider
do-not-mail resolutions at a city level. Thanks to the
action of SMC members and Mail Moves America, a
proposal in the City of Seattle to adopt a do-not-mail
resolution was postponed. SMC voted to continue
its funding of the work of Mail Moves America for
2010. SMC voted to fund continued participation in
the USPS Mailers Technical Advisory Committee and
elected Mark Patterson of MailSouth, Inc. and Paul
Giampolo of Valassis, Inc. to represent SMC at the
MTAC meetings.
Hanbery thanked the Steering Committee members
for their service and those companies that were able
to step up to help and fund and continue her work
with SMC. She stated she would attend the annual
AFCP Conference in April to host a mailers’ break-out
session with the latest news on postal and Washington happenings and looked forward to an opportunity
to see and thank individual publishers and the state,
regional and national associations for their continued
participation and support.
For more information on or questions about
SMC, please contact Donna Hanbery at
hanbery@hnclaw.com or at 612-340-9350.
LLending Library
Need motivational
material for your
next sales meeting?
Check out the
FCPNY Lending
Library ONLINE
today!
This library is funded with revenue generated through
our statewide CPAN classified ad program and the
items listed on our website may be checked out of
the CPAN library for up to two weeks.
It’s Easy!
pny.com
c
.f
w
w
w
o
t
1. Log on
Members
e
h
t
in
n
o
n
2. Sig
box in the
Access login nd corner
ha
upper right ge
pa
of the home
g Library
in
d
n
e
L
n
o
3. Click
ost Recent
M
e
h
t
w
ie
V
4.
Catalog
To order material, simply choose a subject from the list shown, check the box
beside your selection(s) and click the
submit button. We will fulfill your request and send you the items selected.
If you need a password, please call the
association office at 1-877-275-2726 or
email us at ads@fcpny.com.
WINTER 2010
13
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Advertising 101
A
10 Ways to Mess Up a Perfectly Good Ad
Let’s take an intermittently sarcastic look at ten
ways to mess up a perfectly good ad. Any one of
these techniques will put an ad on the brink of ineffectiveness. All ten at once will guarantee a place in
the Advertising Hall of Shame.
1. Keep the focus on product features, not benefits.
Advertisers are in love with the bells and whistles in the
products they sell, and they’d like nothing more than to put
all that stuff in their ads. But consumers don’t care. All of
their buying decisions are driven by the answer to the age
old question, “What’s In It For Me?”
2. Don’t put valuable information in the headline. Expect readers to wade through your copy to learn what you
sell, in spite of the studies that show that 80 percent of the
people who see a headline will not read any further.
By John Foust, Raleigh, NC
E-mail John Foust for information
about his training videos for ad
departments: jfoust@mindspring.com
© Copyright 2009 by John Foust.
All rights reserved.
3. Use plenty of exaggerations and superlatives. Talk
about how great the advertiser’s product is, without supporting any of the claims. Kill your advertiser’s credibility
with words like “best,” “number one,” and “great.” And be
sure to use a lot of exclamation marks.
4. Make the logo the biggest thing in the layout.
That shiny new logo is really important to the advertiser.
And even though the headline is much more important,
you don’t want to upset your client.
IIncentive Winner
5. Reverse the entire ad to read white on black.
The term “read” is used loosely here. White type
(especially body copy) on a black background is nearly
impossible to read. An exception to this rule is when a
bold, white headline is printed alone inside a black box.
6. Use all upper case type in body copy. WHY MAKE IT
EASY FOR YOUR READERS TO FIGURE OUT WHAT YOU’RE
SAYING? MAKE ALL THE LETTERS THE SAME HEIGHT, SO
YOUR WORDS WON’T HAVE DEFINING SHAPES.
7. Don’t make an offer, or give readers a reason to
act now. That would look too much like selling. Why not
just put your advertiser’s name out there, and hope that
people will flock to his or her place of business like homing
pigeons?
8. Run the ad only once. Forget the fact that a message
has to be repeated many times before it makes an impact.
You didn’t choose your brand of car or breakfast cereal the
first time you saw those products advertised. But your advertiser’s prospective customers are sure to take a different
approach, aren’t they? Probably not.
9. Use stupid pictures. By stupid, I mean laughably
inappropriate. Examples include smiling cartoon figures in
a funeral home ad. Or a posed photo of a bunch of executives leaning over a conference table to stare and smile at
a document. Or an illustration that simply has nothing to do
with the ad’s headline.
10. Use small print. After all, the smaller the point size,
the more copy you can squeeze into the allotted space.
Readers won’t mind reaching for a magnifying glass.
Don’t we all keep that handy device with us when we
read the paper?
CCONGRATULATIONS TOM!
Pictured is Thomas Goodyear from the Queen’s Pennysaver, our $300 CPAN BONUS WINNER for the
Pi
cl
classified incentive program that ran the weeks of 10-5-09 through 12-28-09. This represents the grand prize
fo
for the random drawing open to all sales reps who participated in the CPAN new advertiser challenge. The more
ad
ads you sell, the more chances you have to win! Tom’s name was drawn from a pool of 10 sales professionals
w
who sold a total of 39 insertions into the contest. He earned $825 in addition to winning the $300 bonus!
A special congrats to the following sellers who
eearned additional incentive $$ as well:
dyear
Thomas Goo
16
www.fcpny.com
Debbie Schneider
Diane Frisina
Leigh Ann Kristiansen
Susan Spillo
Christine Bridgeman
Gina Simeone
Andrea Kuhn
Stacey Franklin
Katie Averill
all
you to
Thank
eving
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for b li
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n
a
p
partici
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munity
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ork and
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OOur New Website!
We would like to announce that the NEW FCPNY
website is now live and ready for access!
Please take a moment to log on to www.fcpny.com and register as a user.
*Note: Previous passwords no longer work on the new site.*
You will find the ability to register at the very top of our home page;
just click on the MEMBER ACCESS tab and follow the directions.
Registering will provide you with member only access to the following:
• Lending Library
• Events Calendar
• Members Emailer
• Conference Registration
• Discussion Forums
• Member Profiles
• Industry & Association News
• Training Opportunities and so much more!
We will be holding open registration until Friday, February 19, 2010, so - go ahead ...
log on to www.fcpny.com and register today!
The FCPNY office will confirm your registration when it is received and approved.
WINTER 2010
17
The Road to Success Starts
at A.F.L. Web Printing
Unlimited
Color
Placement
Revenue
Growth
Innovative
Product
Designs
On-time
Delivery
Meet any
Publishing
Goal
World Wide
Distribution
Customized
Insert
Schemes
Increased
Ad Sales
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18
www.fcpny.com
FCPNY and CPAN Officers
FCPNY is one of the oldest and largest state organizations of free circulation papers.
Over the past several years, we have grown to be one of the most active. The members
of our board of directors have donated countless hours to our association and we take
this opportunity to say thank you to:
PRESIDENT
Carla Chase*
Yorktown Pennysaver,
Yorktown Heights
1ST VICE-PRESIDENT
Steve Harrison*
Genesee Valley
Penny Saver, Avon
2 ND VICE-PRESIDENT
Randy Shepard*
County Shopper, Delhi
TREASURER
Loren Colburn*
Scotsman Pennysaver,
Syracuse
20
SAVE
THE
DATE!
20th Annual
Sales Manager’s
Conference
June 13-15, 2010, Location TBD
Make plans today to
join us for a very special
20th anniversary celebration!
Dan Alexander
Denton Publications,
Elizabethtown
Mark Coyle
Fredonia Pennysaver,
Fredonia
Bridgette Goodman
Hi Lites,
Watkins Glen
Jerry Grabowski
Metro Group, Inc.,
Buffalo
All FCPNY member publications
are welcome to send their
Publishers, Sales Managers,
Supervisors and Team Leaders.
>> Stay tuned for more
information!
Bill Jones
Moneysaver
Advertising, Bolivar
Christine Kennedy
Warsaw Penny Saver,
Perry Shopper, Perry
Robert Rozeski
RW Publications,
Orchard Park
Debbie Schneider
Queens Pennysaver,
Queens
And mark your calendar for the:
CPAN Officers
*Also officers
and directors
of CPAN
Richard Snyder
Snyder Communications,
Norwich
SUPER
Conference
David Grayson
Leroy Pennysaver,
LeRoy
Karen Sawicz
Lake Country
Pennysaver, Albion
WINTER 2010
MARCH 22-23 TWENTY TEN
19
News
Brian Gay’s Book Raises Funds for Campers
Many of you are familiar with Brian Gay, the Executive
Director of the Midwest Free Community Papers. Brian
wrote a sales handbook and it was recently published
titled Land Standing. It is filled with short chapters that address various issues that advertising sales reps encounter
in their daily work. Brian committed the profits to his book
to a cause that has been dear to him for many years called
Camp Courageous.
If you would like to add a good resource to your publication’s
sales library and help some disadvantaged kids at the same
time this is a great opportunity. The book is full of concise,
simple observations directly applicable to our industry.
“Best book on sales I ever read!”
Bill Branom
“Great book on advertising sales!”
Ken Blum
“Implementing Brian’s strategies
contained in this book will allow
you to access years of proven
strategies to ensure success for
you, your advertisers, and your
community.”
Tim Bingaman
“Brian Gay shares his wit,
wisdom, and experience in this
memorable collection of sales
ideas. If you sell, and we all do,
Brian’s insights will motivate,
prepare, and instruct you in ways
you can do your job better.”
Douglas Fry
Order
it today!
Order Brian’s book and assist
your bottom line and the lives of
all the campers who attend Camp
Courageous. This advertising sales
handbook is available online at
www.createspace.com/3377962.
Save $2.95 with discount code
26KDPHWE
“I set a goal to raise $5,000.00 for Camp Courageous through
the sale of my book, Land Standing, I have $1,000.00 to
go and need your help. I would deeply appreciate it as will
the over 5000 campers that attend Camp Courageous each
year.” -Brian Gay
Enjoy this article (one of many) from Brian’s book,
Land Standing.
Do They Know?
Have you ever worked with an account for quite sometime
only to find out that they bought a product or service you
could supply from some one else? You go over everything
you did or said to see why you did not get the order. After
agonizing over a missed sale, you still do not have a clue.
Do you just mark it up as a lost sale? Do you just move
forward realizing that you cannot make every sale? While
that is true, what is also true is that the number one reason people do not buy from you is that they do not know
what you sell.
Recently, while working on a national committee, we were
charged with finding a company to do some sophisticated
database development work for us. We sent out requests
for bids to everyone we could think of as well as asked
others if they knew of a company that did the kind of work
we were interested in. We were successful in finding a
company that had done similar work for other companies
and understood our needs. We contracted with them and
the project was started. It was not until the final stages of
the project did one of our regular suppliers ask why they
were not offered a chance to bid. Even though we had
worked with this supplier for several years on an on going
basis, not one committee member was aware that this
supplier could provide the service we needed. Consequently,
the very people we had a strong working relationship with
did not even get a chance at the sale.
WINTER 2010
Does this happen with your customers? Do they believe
that all you sell is space in your paper? Do they know that
you can distribute inserts? Do they know that the inserts
can be delivered to specific zip codes and or zones? Does
your paper offer a print and deliver program and if it does
do your customers know? Do your customers know that
you can help them do complete promotions for their store
or business? Do your customers know that you can help
them prepare an advertising budget? Do your customers
know that your paper is audited and that along with the
audit, readership studies are done that may help them plan
for future business?
Years ago one of my sale reps made a mistake and scheduled a customer’s inserts a week too early. We did not find
out about the mistake until the papers were on the street
being delivered. The only thing to be done was to go to the
customer and tell him. Lucky for us the sale items were
already at the store. We offered to help stock the shelves.
The customer declined the offer. I then proposed to print
and deliver a four-page tab insert filled with products he
wanted to sell in his store. We offered to do the composition, printing and distribution at no cost, as a way of making up for our mistake. His comment, “You can do inserts?”
We started talking about his needs and what he wanted
to do. We were a perfect fit for his needs. We had extra
time in the composing department. The printing would
fit into the schedule on one of the slower days. Within
forty-eight hours we were back with a proposal for inserts.
Over the next several years we printed inserts twenty-six
times a year for this customer. Often the run was increased
to include other papers in surrounding areas. How much
business did we lose because our customer did not know
we could produce inserts? He saw us as an insert delivery
business. No one had ever told him about what we could
do.
The above stories point out just how important it is for
your customers to understand all that your publication has
to offer. It is not the customer’s responsibility to find out
what your capabilities are. Maybe a quality list for additional new business is your present account list. Be sure
to inform them about all of your products and services. If
your customers do not know what you sell - how can they
buy it from you?
Action Steps:
• Prepare a list of all the products and services your
paper offers
• Start a campaign to inform your customers about
all you can do
• Talk to your customers about their special needs
• Enjoy the additional sales you will make
21
Ontario papers
doing much more
than surviving
Kevin Slimp
Institute of
Newspaper Technology
kevin@kevinslimp.com
I spent a good bit of my afternoon thinking about the current
state of newspapers. In a discussion with a trusted friend and
colleague, I once again was challenged to rethink the traditional
role newspapers have played and
consider a world where most of
what we read is provided online
by other sources.
Then I remembered a group
of newspapers based in the
small town of Prescott, Ontario.
With a decrease in the number
of industry-related conferences,
I’ve found myself visiting more
places like Prescott of late.
You might call Prescott, located about an hour south of
Ottawa, the epicenter of a group
of community newspapers that
serve the towns in that area.
That’s where I spent two days
Where is Kevin?
Jan 21: Lexington, KY
Feb 5: Des Moines, IA
Feb 10-12: Nashville, TN
Feb 25-26: Indiana Tour
Mar 5: Austin, TX
Mar 22-23: Syracuse, NY
Mar 26-27: Saratoga Springs, NY
Apr 08: Chicago, IL
Apr 9-10: Des Moines, IA
Apr 16-17: Saskatoon, SK
To contact Kevin directly, email:
kevin@kevinslimp.com
22
www.fcpny.com
with Beth Morris and the staffs
of the six newspapers that make
up the Morris Group. Three of
the papers are paid circulation;
three are free.
I had dinner with the staff
of the Prescott Journal my first
night in Ontario. There was
electricity in the air as the group
talked about the new equipment
waiting in the new building we
would occupy for training. New
computers, new software and
a new press all awaited editors
and designers from the six pa-
Network wires can be seen
as the staffs of newspapers
in southern Ontario gather in
their new facility for training.
pers the next morning.
When the training was done,
I asked Beth Morris if we could
discuss her papers. After all, while
word on the street is that newspapers are struggling for survival,
here’s a group of newspapers that
are not only surviving, but adding facilities, staff and soon, two
new publications.
Beth shared a very simple
vision statement for the Morris
Group of newspapers: “A place
where people like to work and
customers want to support.”
She added that a key to a
newspaper’s success is its staff.
“It’s important to keep an eye
toward staff. They all work hard.
Kevin Slimp works with Amanda Smith-Millar, Editor of The
Winchester Press, at a training event in Prescott, Ontario.
They know they have secure jobs.
There is definitely a team spirit.”
She wasn’t blowing smoke.
The staff I met in Prescott was,
in a word, impressive.
We first discussed the three
free papers: The Barrhaven Independent, The Packet (serving
South Ottawa) and Business
News.
I asked about the difference
in free and paid newspapers.
She noted that both have their
place, but she doesn’t see many
new paid newspapers in the future. Her two new papers will
be free.
Beth emphasized the importance of customer service, which
keeps advertisers returning. She
noted this was a deciding factor
for many advertisers who had
several options when it comes
to print.
Eventually, I turned the topic
to the Manotick Messenger. The
Messenger is a paid weekly with
a circulation of 1,100. There are
two people on staff, with the
layout and production done in
the Prescott facility.
I asked if it was possible to
make a profit with a circulation of 1,100. “At best, it’s break
even,” said Beth, “but it’s important to the people.”
When pressed she added,
“This paper is important to the
thousand people who read it.
All you have to do is look in the
eyes of a parent when a child is
in the paper. Then you’ll know
why we do this.”
Playing the devil’s advocate,
I pressed even further. I wanted
to know why she even cared if
there was no profit involved.
“I care,” she said, “because
I’m part of a long chain of newspaper people. It’s like a legacy.
I’m not going to be the one to
end it.”
If you’ve followed my work
very long, you know that I was
one of the first voices urging
newspapers to resist the temptation to ignore online journalism. And you might know that I
speak on topics related to online
journalism at schools of journalism and industry-related events
on a regular basis. However, it’s
people like Beth Morris that
give me optimism concerning
the future of our business.
Following our earlier conversation this afternoon, my friend
sent the following email: “Don’t
take my statements earlier today
as my saying that newspapers will
vanish. I don’t think that’s the
case at all. However, I do believe
that in order to maintain survival,
both the printed paper and the
online presence have to find a way
to complement each other.”
I think we might have found
a point of agreement.
LLegislative Update
The New York State Legislature in 2010Another Year of Transition
Mara B. Ginsberg, Esq.
Principal, Hinman Straub, PC
2010 represents a critical year for politics in New York. All
of New York’s state-level elected positions will be on the
ballot (Governor, Attorney General, Comptroller, Senators
and Assembly members), as well as the U.S. Senate seat
currently held by Senator Kirsten Gillibrand, who was
appointed to the position by Governor Paterson. Despite
low poll numbers, Governor Paterson continues to say that
he is running for Governor, though many observers expect
Attorney General Cuomo to challenge Paterson. On the
Republican side, former Congressman Rick Lazio is actively
running for Governor, while Erie County Executive Chris
Collins is considering entering the race.
Unless there are changes, the 2010 session may prove just
as difficult in getting legislation passed in the Senate. In
January 2009, the Democrats took control of the Senate
for the first time in generations, and they currently hold a
slim (and tenuous) 32-30 majority. After a difficult 2009
session (in which they effectively lost their ability to run
the Senate for a month due to a Republican “coup”),
Senate Democrats begin 2010 with a bifurcated leadership dynamic – Senator John Sampson of Brooklyn serves
as “Conference Leader,” while Senator Malcolm Smith
of Queens retains the title of “Temporary President of the
Senate,” and Senator Pedro Espada of the Bronx holds the
title of Majority Leader.
Senator Sampson recently reached out to some Republican
Senators to offer committee chairmanships. While no
positions have been accepted as of this writing, it appears
that Senator Sampson is still trying to set a more bipartisan tone for the 2010 session, and accordingly is trying to
find some Republicans who will work with the Democrats
in 2010. Senator Sampson recognizes that he will have
great difficulty passing legislation with such a slim (32/30)
majority when at any given time just a few members can
hold the entire conference “hostage.”
Lurking in the background of the 2010 legislative session
will be the question of which party will control the State
Senate in 2011. The party that controls the Senate in
YOUR Member Benefit…
ASSOCIATE MEMBERS
A diverse group of 31 individual members
who offer goods and services related to the
free paper industry to our members.
Check them out on pages 24 and 25
of this newsletter & see what
they can do for you!
FREECOMMUNITY
COMMUNITYPAPERS
PAPERSOF
OFNEW
NEWYORK
YORK
FREE
2011 will have the opportunity to control the redistricting
process – the once-per-decade redrawing of legislative
districts based on the 2010 census. As you can imagine,
the party controlling the district lines has a great capacity
to shape the districts, having clear long-term ramifications.
Essentially, the party drawing the lines stands to control
the Senate for the foreseeable future.
With the political issues as a backdrop, the State Budget
will loom large in all matters this session. The Governor
is expected to issue his proposed 2010-11 state budget on
January 19th. In the wake of the (lengthy) deficit reduction
plan negotiations in November and December, next year’s
budget is likely to have little spending growth, and no new
taxes.
Of interest to FCPNY Association members with printing
businesses, the New York State Division of Budget recently
announced that, for the first time, the budget proposal
will not be printed. The Governor’s E-Budget initiative is
intended to save the state some $75,000 on printing costs.
Finally, in the seemingly endless saga of Senators and
criminal proceedings, the December conviction of former
Senate Majority Leader Bruno for “honest services fraud”
has brought the issue of legislative ethics reform to the
fore. The Assembly passed legislation in 2009 to reform
the state’s ethics laws, but the Senate did not. The
Assembly and Senate are negotiating ethics reform legislation, and it is expected that legislation will be considered
early in the 2010 session. As you recall, the Chair of the
Senate Consumer Affairs Committee, Monserrate, was
convicted of misdemeanor assault charges but was not
sentenced to jail time. The Senate now stands to hold a
hearing to determine what, if any, action will be taken by
the legislative body against the Senator. As FCPNY’s interest in legislation regarding legal notices runs through his
committee, we await results of the legislative hearing to
ascertain the impact this will have on our working relationship with his office.
YOUR Member Benefit… HR HOTLINE
Need some motivational
materials for your next
meeting? Check out the
LENDING LIBRARY
at fcpny.com!
AUTUMN2010
2009
WINTER
Have a question concerning labor relations,
employment law or discrimination law? Take
advantage of YOUR member benefit and give
Joe Steflik a call at 607-723-9511. This is a
subsidized service to our members and in
today’s fast changing employment arena, it is vital
to stay on top of developing employment laws.
23
23
By Patronizing Our Associate Members
ABC Creative Group
A full-service advertising, marketing and
communication agency.
Joe Stabb
430 E. Genesee St., Suite 203
Syracuse, NY 13202
Phone: 315-471-1002
joe@abccreativegroup.com
www.abccreativegroup.com
AdMall Sales Development
Services Inc.
Virtual sales assistant for media
advertising.
Denise Gibson
600 N. Cleveland Ave., Suite 260
Westerville, OH 43082
Phone: 304-863-6748
Fax: 800-548-4223
dgibson@admall.com
www.admall.com
A.F.L. Web Printing
The one stop shop for meeting publisher’s
requirements for the printing of Daily,
Weekly, Monthly and Niche Publications.
Sandy Theo
2 Executive Drive
Voorhees, NJ 08043
Phone: 856-566-1270
Fax: 856-566-0110
stheo@aflwebprinting.com
www.aflwebprinting.com
Barrett Concepts
Josh Lunsky
4432 N. Ravenswood Ave.
Chicago, IL 60640
Phone: 773-728-8351 ext. 21
Fax: 773-728-8326
josh@contentthatworks.com
www.contentthatworks.com
Provides an array of web services and
consulting.
Brad Barrett
PO Box 554
Baldwinsville, NY 13027
Phone: 888-567-9483
brad@barrettconcepts.com
www.barrettconcepts.com
Chase Press
Division of Chase Media Group
Production of all print - digital variable data,
direct mail, 6-color sheet fed, color web
offset, complete in-house binding and
finishing. In-house postal verifications,
design services.
Glen Seaman
1520 Front St.
Yorktown Heights, NY 10598
Phone: 914-962-3871
Fax: 914-962-0887
gseaman@chasepress.com
www.chasepress.com
Circulation audits & readership studies.
The largest independent manufacturer of
plates in North America. A pioneer in the
development and manufacture of digital and
analog printing plates for the newspaper and
commercial printing markets.
Jay Faulkner
Tim Bingaman
338 South Kirkwood Road Suite 102
St. Louis, MO 63122
Phone: 800-262-6392
Fax: 314-822-0666
tbingaman@cvcaudit.com
www.cvcaudit.com
CK Prepress Solutions, LLC
60 East Main St.
PO Box 1318
Rockville, CT 06066-1318
Phone: 860-871-1200
jfaulkner@anocoil.com
www.anocoil.com
Full service graphic design outsourcing
company capable of handling from one
ad to your complete ad production.
Ads are produced withing 24 hours
with exceptional design quality and at
a savings of up to 50% of conventional
in-house operations.
Bartash Printing, Inc.
Printer of weekly newspapers, direct mail
shoppers and niche publications such as real
estate, auto, parenting, boating and more!
24
Content That Works
Circulation Verification Council
(CVC)
ANOCOIL Corp.
Michael Simon
5400 Grays Ave.
Philadelphia, PA 19143
Phone: 215-724-1700
Fax: 215-724-3313
msimon@bartash.com
www.bartash.com
Ken Mitchell
6008 Glendale Drive
Boca Raton, FL 33433
Phone: 888-491-2221
kmitchell@ckpsolutions.com
www.ckpsolutions.com
www.fcpny.com
Niche content syndication. Helps subscribers
unlock new local revenue opportunities and
build sales through the targeted use of highquality, special -interest content.
jblocke1@twcny.rr.com
www.heartlandpaymentsystems.com
IFPA
Independent Free Papers of America
Community newspaper association of member
publications with independent owners.
Cribb Greene
Gary Rudy, Executive Director
107 Hemlock Drive
Rio Grande, NJ 08242
Phone: 800-441-IFPA
Fax: 609-889-8359
gary@ifpa.com
www.ifpa.com
Specializing in: brokering, shopper
businesses, consulting and appraisals.
KAESU / CoolerAds.com
John Cribb
104 E. Main St., Suite 402
Bozeman, Montana 59715
Phone: 406-586-6621
jcribb@cribb.com
www.cribb.com
Decker Direct
Promotion Products - apparel, calendars,
banners, pens, mugs, etc.
Kim Shepard
97 Main Street, Suite 5,
Delhi, NY 13753
Phone: 607-746-2477
Fax: 607-746-6272
kim@dckr.com
www.dckr.com
JB Multimedia, Inc.
Display your publication online
with an interactive digital edition.
Robert Durso
P.O. Box 704
N.Bellmore, NY 11710
Phone / Fax: 888-592-3212
info@jbmultimedia.net
www.jbmultimedia.net
Heartland Payment Systems
Electronic payments processor for remote
deposit capture & check management
services, payroll, and credit & debit cards at
wholesale costs.
John Blocker
8248 Iliad Dr.
Manlius, NY 13104
Phone: 315-263-3659
Fax: 888-704-3149
Offering web solutions for
community papers.
Joe Nicastro
1 Old Wolfe Road Suite 205
Budd Lake, NJ 07828
Phone: 908-698-4357
Fax: 908-325-0499
joe@kaesu.com
www.kaesu.com
Kamen & Co. Group Services
Free distribution newspaper, shopper
& magazine appraisers, broker &
management consultants.
Kevin B. Kamen
3009 Grand Blvd.
Baldwin, NY 11510
516-379-2797 or
FL Office 727-786-5930
info@kamengroup.com
www.kamengroup.com
Kidsville News!
Produces monthly educational
newspaper for children K-6th grade,
teachers and parents. Currently
published in 24 states.
Bill Bowman
PO Box 53790
Fayetteville, NC 28305
Phone: 910-222-6200
Fax: 910-222-6199
bbowman@kidsvillenews.com
www.kidsvillenews.com
LaserLink Rubber Stamps & Signs
Increase your profits by offering rubber
stamps and engraved signs to your customers.
Call for a FREE Sales Kit.
We Say “Thank You” for Their Support!
Mark Donahue
6418 Route 96
Victor, NY 14564
Phone: 800-226-7754
Fax: 800-230-8552
orders@laserlinkstamps.com
www.laserlinkstamps.com
MediaBids.com
The newspaper and magazine advertising
marketplace.
June Peterson
448 Main St.
Winsted, CT 06098
Phone: 860-379-9602
Fax: 860-379-9617
info@mediabids.com
www.mediabids.com
Member Service Group
Comprehensive package of payment system
solutions, including credit & debit card
processing, NSF check recovery and electronic
check conversion.
Paul Huntley
10555 New York Ave., Suite 101
Urbandale, IA 50322
Phone: 888-697-8831
Fax: 515-334-7461
paulhuntley@membergroup.com
www.membergroup.com
Metro Creative Graphics, Inc.
The largest and most comprehensive ad building,
revenue generating, art and advertising service.
Available online at MetroCreativeConnection.
Gwen Tomaselli
519 Eighth Avenue
New York, NY 10018
Phone: 800-223-1600
Fax: 212-967-4602
gtomaselli@metro-email.com
www.metrocreativegraphics.com
MultiAd
Providing virtually everything needed to create
and sell retail, classified and co-op advertising.
The industry’s largest selection of art, ads,
photographs and more.
Cyndi Stone, ext. 5341
1720 West Detweiller Drive
Peoria, IL 61615
Phone: 800-245-9278 ext. 5324
Fax: 309-690-5989
sales_builder@multiad.com
www.multiad.com
NAPS
North American Precis Syndicate, Inc.
Nationwide distributor of free, noncopyrighted features (health & fitness,
home improvement, car care, bridal, holidays,
etc.) to newspaper editors.
Gary Lipton
350 Fifth Avenue, Ste. 6500
New York, NY 10118-0110
Phone: 212-309-0107
Fax: 800-440-4329
glipton@napsnet.com
www.napsnet.com
Penny Lane Promotional Products
An advertising specialty service with over
300,000 products available to display your
company logo, brand name clothing
embroidered or screened.
Barb or Lori
1471 Rt. 15
Avon, NY 14414
Phone: 800-836-3652
www.plpp.info
Michelle Heffernan
2001 Papa Johns Blvd.
Louisville, KY 40299
Phone: 800-270-1769
Fax: 502-261-2749
michelle_heffernan@papajohns.com
www.preferredms.com
SMC - Saturation Mailers Coalition
SMC represents saturation mailers, including
free papers, shared mailers, and coupon
envelope mailers, that share a common
interest in maintaining fair and reasonable
postal rates and regulations.
Donna Hanbery
Executive Director
33 South 6th Street, Suite 4040
Minneapolis, MN 55402
Phone: 612-340-9350
Fax: 612-340-9446
hanbery@hnclaw.com
FREE COMMUNITY
PAPERS OF NEW YORK
– NEWSLETTER –
Published for the benefit of our members.
Volume 33 Number 1
Winter 2010
Publisher/Executive Director
Dan Holmes
dholmes@fcpny.com
President
Carla Chase
Managing Editor/
Marketing Director
Erika Perez
eperez@fcpny.com
Graphic Design & Layout
SRDS Standard Rate & Data Service
PennySaverUSA.com
Provides free classified websites to weekly
newspapers & shopper publications.
Loren Dalton, President
11311 White Rock Rd.
Rancho Cordova, CA 95742
Phone: 916-636-1380
Fax: 916-636-1301
ldalton@pennysaverusa.com
www.pennysaverusa.com
The Peterson Group
Consulting for community-oriented newspapers
and shoppers. Services include operational,
content and marketing strategies, revenue
development, sales training and mentoring.
Seminars for business community. Brokerage.
John Peterson
24 Robin Lane
Oakdale, CT 06370
Phone: 860-447-9198
Fax: 800-903-0256
consultpub@aol.com
www.johncpeterson.com
Preferred Marketing Solutions
Printing of inserts, brochures, marketing
collateral, direct mail, promotional
products, uniform fulfillment and point
of purchase materials.
WINTER 2010
Connects publishers with media decision
makers all day, everyday. SRDS.com has
powerful functionality to help buyers select
markets and newspapers in which to place their
advertising dollars.
Trish Delaurier
1700 Higgins Rd.
DesPlaines, IL 60018
Phone: 386-760-1035
Fax: 847-375-5374
tdela@srds.com
www.srds.com
Advertising, Editorial
& Production
FCPNY
PO Box 11279
Syracuse, NY 13218
Toll Free: 877-275-2726
Fax: 315-472-5919
www.fcpny.com
WebVisible
Offers turnkey search marketing, display
and other interactive products that enable
traditional sales organizations to easily add
online marketing services to their advertising
services sales portfolio.
Jim Misuraca
121 Innovation Drive, Suite 100
Irvine, CA 92617
Phone: 949-502-5757
Fax: 949-502-5758
jmisuraca@webvisible.com
www.webvisible.com
FCPNY is not liable for errors appearing
in advertisements beyond the cost of the
space occupied by the error, and notification must be made in writing within 10
days of publishing. The right is reserved
by FCPNY to edit, reject or cut any copy
without notice.
NO CASH REFUNDS.
The opinions of the individual contributors
or correspondents do not necessarily reflect
those of the publication or its management.
FCPNY may include material produced
under copyrighted or syndicated ad service.
Permission of the publisher must be
obtained before copying any of the material
from any issue of the FCPNY Newsletter.
25
PPaperChain Update
PaperChain has just completed a major campaign sent to
17,000 media buyers across the country. Each recipient received a personalized post card with a chance to win a $10.00
Starbucks gift card. In order to be eligible to receive the card
they had to be one of the first 200 respondents. The survey
was conducted online and had the media buyer answer 8
questions about their position and media buying habits.
They also had to provide a valid email address and contact
information. This data will be used for future emails directed
towards interested media buyers.
by Brian Gay, Chairperson
Now it is your turn to help. The media buyers have access to
your paper’s data derived from your CVC audit. If you do not
keep the audit information correct they will not know how to
find your paper or who to contact. Likewise, the data supplied
to SRDS is from the CVC audit. The PaperChain committee
tried to make the process as easy as possible by having
only one database to update. However, you have to take
responsibility to appoint someone to keep the CVC audit data
CCVC Audit Training
updated or do it yourself. It is critical for the future success of
your paper.
PaperChain is working to get media buyers to make your
phone ring. In most cases, when a media buyer calls your
paper it is extremely difficult to get information on a timely
basis. Often the media buyer is on an exceptionally short
deadline. When you fail to get back to them in time, you have
lost the buy.
PaperChain is striving to bring awareness to the media
buyers about the free paper industry. We have an impressive
story and need to make sure we are ready when the phone
rings and media buyers want to place an order. Do not make
the mistake of waiting for the first call to get your papers
information together.
Brian Gay may be contacted by phone at 319-341-4352
or email briangay@mchsi.com
5 Reasons Why You Should Take Advantage
Of CVC’s Audit Training Today!
If you are a publisher who hasn’t taken advantage
of CVC’s conference call audit training, you are
missing out on new revenue opportunities. “In our
most recent publisher’s survey, 86% of publishers
that completed audit training reported increased ad
sales,” said Tim Bingaman, CVC President and CEO.
If you have not completed training for your recently
delivered audit, we’ve got five great reasons you
should sign up today.
1. Training is immediately useful and can
prevent major sales presentation blunders.
A CVC audit is one of the most powerful sales tools
your representatives have. Hopefully they’re sharing
your audit results with media buyers on a daily basis.
The intimate knowledge your sales force gains during
training will help them explain and sell your publication to the next potential media buyer they meet with.
On the other hand, an untrained sales representative can damage your publication’s reputation. In
order to sell ad space in your publication, your sales
representatives must be seen as experts on your
publication’s audit results.
“An untrained sales rep can look very unprofessional in front of a media buyer,” said Tim Bingaman,
president and CEO of CVC. “If you don’t know what
26
www.fcpny.com
your numbers mean, you can really make your publication look bad in front of a skilled media buyer.”
new sales representative, you can even call CVC to
set up a one-on-one training for this person.
2. We can help you put your numbers into context. An audit exposes your publication’s strengths
and weaknesses, according to Bingaman. During
your training session, CVC will put your numbers
in context with national and, if available, regional
averages. This context will help you determine your
strengths and weaknesses, and your sales staff can
promote the publication’s strengths while others
work on improving areas of weakness.
5. Training is FREE.
3. All you need is a speaker phone and 30
minutes. CVC recommends scheduling your training during a regular sales or staff meeting, using a
speaker phone. A typical training conference call
involves about 20 minutes of detailed explanation
of your audit results. Then CVC will spend about
10 minutes, or longer if necessary, answering
questions and helping you put your audit in context
with your local market and competitors. Webinar
training is also available.
4. CVC will train your staff as many times as
necessary. CVC will repeat this training as often
as necessary for new staff to feel confident interpreting your audit results. If you’ve recently hired a
Harrison Cochran, chairman of the Mile High Suburban Press Group, recently invited his circulation and
advertising staff to a CVC audit training session.
“It was the best combined circulation and advertising
session that we’ve had,” according to Cochran. “The
training was a good explanation of the audit and
taught us how to sell against someone else’s audit.”
“While the information was applicable to both
departments, the most useful information presented
was the reader survey information,” Cochran said.
He recommends all publishers take advantage of
this training.
“You’ve already made the investment in the audit,”
Cochran said. “The training helps make sure your
staff is using the information.”
Please call 1-800-262-6392 to schedule your
publication’s training.
Take Advantage of AdMall ’s
®
FREE TRAINING
Get the most out of AdMall with our FREE training webinars.
Whether you are using AdMall for the first time, looking for a refresher course, or ready to
learn more advanced sales strategies, we can help refine your skills - right at your own desk!
2010 WEBINARS FOR ADMALL SUBSCRIBERS
AdMall 101: Prospecting for Local-Direct Accounts
AdMall 201: Diagnosing Advertiser Needs
30 minutes
30 minutes
Consultative selling requires a keen awareness of each adNEW!
vertiser’s business, their challenges and market opportunities.
Learn how to create a powerful Local Account Intelligence report to
engage the advertiser, and to create powerful talking points during the
next sales call.
The questions you ask during a call make the difference
between winning the sale, or not. Learn how to use the Diagnosis Call to reveal the advertiser’s motivation for buying advertising,
what they expect to get, and potential objections.
AdMall 101: Training on Demand
Learn the basics of AdMall at your own pace with our AdMall 101
training in QuickTime streaming video. Available in the Training On
Demand section of the AdMall Information Desk.
AdMall 102: Prospecting for Major/Key Accounts
NEW!
AdMall 202: Building Your Case for Advertising
with Market Research
30 minutes
Learn how to influence the advertiser’s buying decision with Consumer
Spending, local Market Demographics and Housing/Real Estate Data.
Also learn how to create a target market based on your advertiser’s
sales radius, and how to find seasonal sales opportunities.
30 minutes
Learn how to win larger national accounts by adopting a sophisticated,
consultative approach. Learn how to find recent developments, annual
budget cycles, ad buying decision-makers and consumer spending
at the national level. Each webinar will focus on two selected major
accounts.
AdMall 203: Financing New Advertising with Co-op
60 minutes
The basics of co-op and how can it help sell more advertising.
Includes: How to locate vendor co-op programs in AdMall, how to
qualify each opportunity, and helping the advertiser take advantage of
“use or lose” co-op dollars.
AdMall 103: Prospecting for Online Accounts
30 minutes
How many visits does your advertiser’s website generate monthly?
What about their competitors? Learn how Online Ad Intelligence reports provide selling strategies for your advertiser’s business including
recent trends, and which online media influenced consumer buying
decisions most.
AdMall 301: Managing Sales Development
Performance with AdMall
45 minutes
Learn how to use the Manager’s Desk to measure AdMall usage and
trends, then download the results to an Excel report. Recognize how
to create and manage user logins, re-assign advertiser accounts and
develop target market areas. A must for new AdMall Managers.
Visit AdMall’s Information Desk for webinar details, course dates, start times, and registration.
877-4-ADMALL | AdMall.com
© 2010 Sales Development Services, Inc. | All Rights Reserved | AdMall is a registered trademark of Sales Development Services, Inc. | AMU010410

Winter - FCPNY

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