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JANUARY 2010
It’s the start of a brand new year, as 2009 “My greatest hope for 2010 is that
seems to have quickly come and gone, we can continue to be a publication
now officially ready to bid us farewell. that is loved and supported by our
January is often a point of reflection, with community, that we continue to be
its time-honored tradition of resolution- successful enough to keep 5 people
making, and a chance to look back on gainfully employed and continue to be
what was good, bad, and sometimes even able to support our community and all
ugly, about the previous months. It’s been of our public service work especially our,
a particularly challenging year for many “Donate to the Troops” program. I hope
“To be publishing monthly again that our economy rebounds so that our
with the economy, but in a lot of ways, with no double issues, to work harder on
community press is stronger than ever. advertisers can experience business
my weak spots - sales and advertising - growth and success, for good health and
Here’s a glimpse into what some members to have a great celebration on Feb 20th,
of the CPNE community hope to make for bringing each and every troop home
2010 at the Knox Trail Inn to celebrate my safe and sound.
happen in 2010. 100th edition. To be happy about my 9th Best Wishes to my CPNE family for a
year anniversary in April 2010, to be an prosperous and healthy New Year!”
“My plan for 2010 is to take a long integral part of our town’s Bicentennial
hard look at the promotions we have Cheri MacKinney, President/Publisher
Celebration in June 2010. To have Faith, Smart Shopper, Inc., Webster, MA
been doing and evaluate whether or question less, live life, love life, be happy,
not they are effective for our customers. take risks, make the most of every
We have done the same promotions for moment.”
years and it is time to stop doing ones “I am very excited going into 2010. I
Angelina Dubourg, Publisher think 2009 was a tough year for everyone
that are not serving the best interest of Otis Gazette, Otis, MA
our customers and look at some new in every business, so it is exciting to think
opportunities. Happy New Year!” that this year should be a little easier and
“Our biggest goal is to continue to more profitable for everyone. Like many
Deborah A. Phillips, Publisher grow the Independent Publishing Group
The WORLD, Barre, VT other newspapers we have cut circulation
brand where it currently exists, while and even suspended publication of two
branching into new markets and seizing of our weekly papers. I am happy to say
“For my resolution I have upon new opportunities as they arise. My
always believed in and was trained that we have just recently revived the two
biggest hope is that there are no record- publications that were suspended, but
in valuing customer service above all else. breaking months for precipitation in
Now more than ever we have to stand only on a monthly basis. My goal is to get
2010.” those papers back to a weekly schedule
out above the competition. My goal is Joshua Shea, Editor & Publisher
to get back to basics, and to listen to the and to keep increasing our circulation
Independent Publishing Group back to the numbers we had before 2009.
customer’s needs like never before. Ask Windham, ME
questions and listen.” I would also hope to increase my staff to
Paul Sciaraffa, Sales ease some of their work load.”
“The biggest goal of the Jamaica Renee Tassone
Reminder News, Vernon, CT Plain Gazette in 2010 is to try to have Tri-State Pennysaver, Bennington, VT
a more peaceful year. We have had a lot
Publisher’s
President’s
Message
Steven Silver
Retreat
Join New England
Publishers and
Managers
I am not sorry to see the end of the first
decade of the 21st century. In the past
two years many of us have experienced
the greatest loss in revenues in our
Thursday, January 14, 2010
careers. Many of our customers are no
longer in business. This recession has at the Action Unlimited Office
been particularly devastating to the
local merchant. I know in my small town
100-1 Domino Drive, Concord, Massachusetts
of Brookfield, CT there are over 100 retail
vacancies. So how can I be optimistic? 10 am Coffee and Brainstorming
All you have to do is look in an old yellow Vote on topics for discussion suggested
pages. I now call them the gold pages. by the group
The media has focused on the demise of
newspapers. Think about phone books. I
can’t remember the last time I used one. 10:30 am Discusssion of top 6 topics chosen by
Think of all of the opportunities that are attendees
in there. From attorneys to plumbers,
electricians, chiropractors, you know the
categories. Those budgets are ours for 12 noon Lunch & Networking
the taking.
• Annual Conferences
(CPNE pays about $250/per Community Papers
person attending)
Your Cost = Hotel Room of New England
Your Benefit = Learn from free
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customers and much, much more.
PAGE 5 • JANUARY 2010
Quit Selling Advertising -
They don’t want to buy it anyway.
James Lorenzen
When I was very young, the first sales sale! I need help closing!’
job I ever had was with Prudential Closing Isn’t the Problem
Insurance. Pru was a great place to work Believe it or not, 95% of all lost sales are
in those days - and they invested heavily lost during the first few minutes. The fact
in the training of their people - but I is sales are ‘lost’ because the prospect
failed miserably. In those days, training simply doesn’t want to buy – big news,
revolved around product presentations huh? And, the reason they don’t want to
and answering objections. buy is because they see no value in it!
‘Closing’ – as a final step to somehow
I was trying to sell insurance. No one make a `no-sale’ materialize into a sale
wanted to buy it. The result: I ran out of - is overrated.
relatives pretty quick. might otherwise be cancellations.
Merchants don’t want to buy advertising; • How many of your ad reps truly
When I became an advertising yet we persist in trying to sell them! The understand how to identify buyer
salesperson, I tried to sell ads. Those fact is merchants want something else: motivations and – this is the key part –
prospects weren’t much better – they They want to grow their businesses and know how to work on ‘upgrading’ those
didn’t want to buy those, either. build a future! motivations.
Sell THAT!
Those early experiences aren’t Hint: This is done AFTER the sale, when
uncommon and the story is all to There is a problem, though. You won’t most other reps would be running out
familiar: an ignorant amateur trying find those answers in your media kit. the door with the order – probably after
to sell advertising to a ‘white-knuckle’ Successful advertising sales is about selling an open rate ad they’ll just be
merchant who thinks the rep is there to helping clients develop a carefully apologizing for a week later.
set his dog on fire. The rep says, ‘hi’ and planned strategy of long-range solutions
the merchant says ‘no’ – and the rest is to for market capture. It’s like building a house. You need a
amazingly predicable. The rep is in there design – a picture of the end result – and
less than 60-seconds – you can clock it The Key Is Strategy a blueprint – a plan for achieving the end
– before the product-pushing begins. It isn’t enough to ask all the same age-old result. Without a master strategy for the
You can actually see the merchant dive questions – not that they’re all that bad sale… without a master strategy for the
behind the counter. – but, the key to success lies in usable merchant… without a master strategy
long-range solutions to real strategic for the future, few people will end-up
The rep goes back to sales training and is problems. These are issues not covered well.
taught to ask questions: in typical sales training or in the media
‘Who are your customers?’ kits most reps use. What Prospects Buy
‘Where do your customers come from?’ Ever see a Carl’s Jr. ad? What is it selling?
‘How long have you been in business?’ • How many of your merchants actually How about Rolex? Not the same market,
All questions the merchant has heard a know how to construct a media mix to be sure; but Rolex is selling the same
thousand times before from every other mathematically? The answer is none. thing! So are Nike, Nieman-Marcus, Red
ad rep. I’ll bet you don’t have a single rep that Lobster, and Appleby’s! It’s what you
‘Where are you advertising now?’ does, either. This information is critical should be selling, too. It’s what buyers
Bang. The product-pushing is about to to penetrating accounts that have never buy: A mental picture of the end-result
begin, again. considered you in the past. playing a role in their lives.
• How many of your merchants
Sometimes the merchant politely listens understand how to identify and target It isn’t advertising.
and even nods through the whole thing different audiences within a single And, no one will buy anything as long
before the rep hears the all-to-familiar, publication by staking out vertical and as they’re satisfied with their present
‘I’ll think it over.’ horizontal marketing positions? This is situation. It’s not about inches, page
information that is critical to selling long- position, dominant elements, even
Back to sales training. ‘He agreed with term commitments and dramatically readership or response rates.
everything I said, but I couldn’t close the reducing the number accounts that
Maine
Bangor Daily News, Bangor 52,858
Portland Press Herald, Portland 90,524
Vermont
Burlington Free Press, Burlington
The Rutland Herald, Rutland
42,180
23,415
Total Circulation
Rhode Island
1,740,063
The Providence Journal, Providence 154,300
New Hampshire
BNE = $170
New Hampshire Union Leader and 9¢ per 1,000 homes
Sunday News, Manchester 66,897
The Telegraph, Nashua 25,352
Call for a 25 word
classified today
I
electronically. The main purpose in doing
nvestigate your buyer this is to beat the email “fatigue factor”
difficult to observe especially on a first
Before calling that important call. However, if you will slow down and
and stay in touch with your prospect.
prospect, go online and do some ask intelligent questions that get the
investigation. Check the person’s profile prospect talking you’ll close a lot more
Power Tip: Write a very brief
on LinkedIn, Xing or Spoke. Learn a little sales. Shoot for a 70-30 split and you’ll be
personalized note on the front of the
about the buyer’s background, interests in excellent shape.
envelope. Example: “Mary, I enjoyed our
and education. Then go to their company
S
conversation. Enclosed is a hard copy
web site and read their latest press of the information you requested.” Call tate your business
release. Take a few notes. Armed with this a few days later to confirm receipt and Some telephone cold-call gurus will
information, you’ll have a much better renew your conversation. tell you to offer a pleasantry or two after
chance of establishing that all important introducing yourself. They are wrong.
I
first contact rapport. This only takes a Avoid the opening, “How are you?” When
few minutes and will be time well spent. t’s not what you say; it’s how spoken over the phone to a stranger, the
You’ll build your relationship with the you say it! phrase reeks of insincerity. You might
buyer quicker and have a much better Persuasive speakers communicate as well scream, “I am going to try to
chance of ultimately closing the deal. by using positive language. Example: sell you something!” Instead, employ a
Instead of saying, “We can’t ship your
M
more businesslike opening, such as, “The
ake your follow-up emails sing order until next Tuesday,” say, “We can reason I’m calling you this morning is to
Given the high volume of email ship your order as early as next Tuesday.” learn about your company’s personnel
flowing into most in-boxes, your follow- What a difference! Put yourself in your needs, and to see if we can be of help.” In
up note might not get read. To avoid listener’s shoes; which version is more other words, after introducing yourself,
this, always use your prospect’s first appealing? The habit of using positive state the reason for your call. Prospects
name in the subject line. Example: “Bob, speech has helped me to achieve more will appreciate your directness and
here’s the summary you requested.” results than I ever thought possible. You respect for their time and intelligence.
Keep your email short! Most buyers, who can practice this skill all the time, too. Only ask, “How are you?” after you’ve
are already dealing with information Try it with coworkers, family, and friends. progressed beyond the initial contact
overload, are not inclined to wade You’ll begin to see things in a whole new and a relationship has been established.
through volumes of product data along light!
with your company’s history and mission
statement. Summarize and provide links
in case they do want more information. L earn to listen
Develop your listening skills. Good
T he more you learn, the more
you earn!
This is the most important advice I can
listeners close far more sales. Period. give you. Make a commitment to your
For the past nine years, publisher its 9th anniversary in April 2010, so it’s here.” It’s clear to Dubourg that this is
Angelina Dubourg has managed to clear Dubourg has done many things what it’s all about. “This community is
run the small-town publication Otis right, even with little initial experience still here for me and my children, and I
Gazette, all by herself. No small task, on her side. Most importantly, her wouldn’t want to live anywhere else.”
from editing, copy and layout, to sales, concern quickly disappeared. “I love With all the many positive things
billing and ads, she does it all, every my job,” she said, and even after many about her job, one certain benefit
day, and happily. How does she do it? years of dedication, is continually also presents her with a challenge-
Dubourg replied that she has been amazed by how much she enjoys the working from home. While it’s nice to
wondering that very same question, many aspects of putting out the Otis have the option to work in pajama’s,
“for a long time.” Gazette. she admits she has to work hard to
A full-time mom living in the Dubourg embodies the notion of avoid being distracted by “all your
Berkshires, Dubourg graduated what local press is about in many ways. household responsibilities,” though
college with an Associate’s degree “My paper is open to anyone who loves having the flexibility to attend
in Engineering, and always knew she would like to write in, from nostalgic an event or assembly at her childrens’
wanted a job which would allow her to short stories and poems,
stay at home with her small children. to kids’ drawings. I “My paper is open to anyone who
She enjoyed studying graphic design
in high school and one day, looking at
encourage the schools
and others to send in
would like to write in, from
some old copies of a small monthly pictures from around nostalgic short stories and poems,
paper, which had gone out of business, town, or even far way,
Dubourg felt that even if she didn’t from vacations.” She loves
to kids’ drawings.
know exactly what she was doing, she being a valuable resource,
still thought, “Hey, I could do that.” “providing information, bringing old schools, or put in the occasional load
Believing she could accomplish friends together, creating a sense of excess laundry. Still, Dubourg says,
“anything she set her mind to,” of spirit and community, serving she “wears many hats” and must
Dubourg, “mocked up some fake as a resource for area businesses,” decide which one (or two, or three) to
stories and ads,” then spoke to a and in turn, says “It has enabled me put on each day, while ensuring that
printer about publishing costs. She set to become an integral part of my all her responsibilities “are done in a
advertising prices, at the admittedly community,” and given her a sense of timely fashion each month.”
naïve cost of $60 per page, and asked belonging. Beyond the scope of day-to-day,
local business to pay up front for six This was never truer than in 2008, Dubourg said she has been able
months, a steal for them, and a sure- when Dubourg’s husband died to improve her overall skills and
bet for her, though Dubourg jokes suddenly from a heart attack. She the nature of the Otis Gazette after
she perhaps should have done some describes the way Otis residents aligning with CPNE in 2005, four years
price comparisons. Promising her pulled together for her family “like after she got started. A CPNE ad in
husband that not a single penny of something I have only read about in the Berkshire Penny Saver piqued
their household money would be old fashioned story books or movies,” her interest and after a telephone
used, a promise she has always kept, giving back to Dubourg just as she had conversation with Executive Director
Dubourg made her way to the bank, given to them over the years. “From Lynn Duval, she was assured, “this
“with checks made out to a business the person who anonymously paid organization was for me.” At first,
that hadn’t yet existed.” She says for my husband’s funeral expenses, to Dubourg was slightly intimidated
looking back she isn’t sure how she the wonderful woman who helped at by the size of the organization,
made it, but money wasn’t foremost the bank, to the men who showed up membership size and number of
on her mind. Instead, her primary for countless hours to help finish my weekly papers, pennysavers and
concern was, “whether or not I would house, which was under construction, shoppers. “I was just one person with
still like it in two years.” to the people at church, and so many a little monthly publication,” she said,
The Otis Gazette will be celebrating more that I could never name them all recalling her very first conference,
which was held at the Westin Hotel in Penny Saver, liked my paper. Wow!” of the Otis Gazette, which launched in
Providence, Rhode Island. After that encounter, Dubourg said July of 2006, complete with page flip
“When we started our seminars at she knew that CPNE really was design. “Incredible! Justin made this
the conference, one was a roundtable the right place for her, and gave affordable even for a small paper.”
for publishers, to exchange ideas for her confidence to participate and Dubourg has made it a point to
solutions. I was overwhelmed because have presence in the organization. implement at least two things from
many items were about staffing issues “Someday I would like to thank him each conference she attends, and
- I didn’t even have a staff!” Ironically (Holmes) for his kind words. And you feels she has brought back a wealth
perhaps, Dubourg found herself at can bet that I went home to decide of information from every single
the very same table with Dan Holmes, what kind of paper I was.” Soon, she one, from marketing techniques,
owner of the Berkshire Penny Saver, came up with the tagline that now advertising strategies, or a new
one town up from Otis. Despite accompanies every issue of the Otis website for articles. “Mostly,” she said,
wanting to strike up a conversation Gazette, proudly printed on its cover: “I have learned not to be so shy. To be
with him, she hesitated.“I thought, he’ll “An Extraordinarily Enjoyable Quaint friendly, ask questions, listen intently,
never take the time to talk to me, I am Magazine for Otis and Beyond.” and learn. I am always so inspired and
just this little monthly, pretty much by Joining CPNE has given Dubourg motivated at conferences and it stays
myself, down some dirt road in Otis.” many other great benefits, which with me for a long time.”
Before Dubourg could make up her make her publication even more From that first roundtable
mind, however, another individual extraordinary, such as a high-quality experience at the Westin, Dubourg
piped in and asked what kind of printer.“At my first conference, I found says it’s wonderful to discover in
paper the Otis Gazette was. “It never out I had a choice of printers willing the CPNE environment, that there
occurred to me that I needed to define to bid for my business. This was a isn’t a single member who would
myself, or the Otis big deal to me as I had mind getting a call to answer some
Gazette.” As she “You want to not really thought I had questions, or clarify something for me
struggled to come
up with an answer, know what kind much of a choice besides
what was in the next town
if I get stuck,” and eagerly anticipates
annual conferences now. “I know I
the question was of paper she has?” over.” Deciding on Trumbull am going to learn so much. I can’t
repeated. “Then,” Printing, she traveled to wait to talk to the other publishers,”
Dubourg said, “It said Holmes. Vermont to meet printer she said, adding, “I don’t worry about
was Dan Holmes to
the rescue.”
“Well I’ll tell Scott Mather. “We had more
of a conversation in two
being the smallest one anymore, I
know it’s ok and there is no need to
“You want to you, she has the hours than my other printer be intimidated.”
know what kind and I had had in five years.” In fact, at last year’s conference,
of paper she has?”
neatest monthly Now”, says Dubourg, “My the experience came full circle for
said Holmes. “Well I’ve ever seen. paper looks really sharp. As Dubourg. “I was able to talk with
I’ll tell you, she I told Scott the first day we someone who was new to CPNE. I was
has the neatest met, I am only as good as finally able to make someone else
monthly I’ve ever seen. She brings her my printer.” feel comfortable and be a source of
community together and provides a “Did I tell you,” she adds, “that they information for him, as well.” ◆
source of information where there has are wonderful and I am thankful to
been a void. I look forward to reading CPNE for introducing me to them?”
it every month.” At Dubourg’s next conference, she
“I was blown away,” she said. “Dan met Justin Gerena of JB Multimedia,
Holmes, the owner of the Berkshire who helped create the digital edition
cpne.biz
really are. If you know some juicy gossip
about other papers or media outlets in
Are you making too many sales these your market, be sure to work that into
1. Don’t do advance research. It takes 7. Don’t turn off your cell phone. You
valuable time to learn about your wouldn’t want to miss a call from a more
prospect’s business, potential challenges, important client or a friend. And be sure
and competition. Why should you to check your e-mail a couple of times
conduct an analysis of their past during the appointment. That’s a good
advertising expenditures? The only thing way to show your prospect that you are
that matters is what you tell them today. so heavily scheduled that they should
feel fortunate you are taking time to
2. Don’t ask questions. And don’t make meet with them.
any effort to gain information during
the appointment. Instead, do all of the 8. Don’t talk about benefits. Focus your
talking. After all, you are an advertising attention exclusively on the features
expert. They are the ones who should be of your advertising product, without
listening to you. connecting those dry, inanimate facts to
potential benefits. Resist the temptation
3. Give the same presentation to every to mention any marketing problems
prospect. In addition to cutting your which could be solved by advertising in
preparation time, this will allow you your paper.
to create a comfort zone for yourself.
Why customize presentations to fit 9. Don’t use exhibits. Your prospect
the individual needs of each prospect, should already be familiar with your
when you can develop a one-size-fits-all paper. So there’s no need to weigh down
approach?
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JB Multimedia
The pioneers in Page-Flip Technology®, JB Mul-
Peterson Group
Community Newspaper Consulting
on products and
timedia creates CVC-approved Page-Flip Digital John Peterson • 860-447-9198 technology.
Editions for publications of any size for any web 24 Robin Lane, Oakdale, CT 06370
site, 100% hands-off. E-mail: consultpub@aol.com
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This is a listing of your Officers and Board of Directors for Community Papers of New England and Buy New England.
They are at your service. Please feel free to communicate your ideas and concerns about the organization and free paper
publishing in general.
State Representatives
Connecticut Lisa Miksis, Shore Publications, Madison, CT 203-245-1877 l.miksis@shorepublishing.com
Maine Dan Buendo, Reminder Publications, MA 413-525-6662 dbuendo@reminderpublications.com
Massachusetts Cheri MacKinney, Smart Shopper, MA 508-943-5300 cmackinny@smartshopper.com
New Hampshire Debra Paul, Nutfield Publishing, NH 603-537-2760 dpaul@nutpub.net
Rhode Island Peter Stevens, The Reminder, RI 401-821-2216 rireminder@aol.com
Vermont Renée Tassone, Tri-State Pennysaver, VT 802-447-3381 rtassone@hersamacornvt.com
National Affiliations
AFCP Rep. Ed Coats, Vermont Times, Shelburne, VT 802-985-2400 vermonttimes@gmail.com
IFPA Rep. Dan Buendo, Reminder Publications, MA 413-525-6662 dbuendo@reminderpublications.com
PaperChain Rep. Dan Buendo, Reminder Publications, MA 413-525-6662 dbuendo@reminderpublications.com