2013 February SAPAToday

V i s i t U s A t w w w . s A p A t o d A y . c o m

Southeastern Advertising Publishers Association (931) 223-5708 (888)450-8329 fax 1

SAPATodayAdvancing the free paper industry by providing resources for success and venues for sharing ideas.

Board of DirectorsThe leadership of SAPA is in good hands. The board of directors, director, and assistant are listed with contact information.

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How To Fix A Common Communication FlawRead this article to find out if you have this all-to-common communication flaw.

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Conference ScheduleIt’s not too early to start planning for a fabulous conference in Washington, DC. 6 associations join together for the biggest and best of everything.

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Graphics Series Compare is the name of this month’s article by Ellen Hanrahan. It has several different ideas that will help our graphics people on top.

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Sylvia WeinsteinSAPA members are constantly winning awards and receiving recognition for their good works. Long-time member, Sylvia Weinstein was awarded several this past year.

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Optimizing Customer’s Beliefs and GoalsBob Berting demonstrates how to make communication between customers, sales, and graphics work best.

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by Dr. Joey Faucette

Are you playing to win the Super Bowl every week at work?

Colin Kaepernick, rookie quarterback for the San Francisco 49ers who play the Baltimore Ravens this Sunday, said this week, “Pressure comes from not being prepared. (Wide receiver) Randy Moss has been in my ear, telling me, ‘Just go out and play like yourself.’ He wants to make sure I play my game.”

Prepare and play like yourself.

Great coaching advice for football…

Win The Superbowl At Work

and work.

Here are 3 Ways to Win the Super Bowl at Work:

prepAre And plAy: core VAlUes

If you wait to choose your core val-ues until the pressure of business is breathing down your financial neck like a blitzing linebacker, you’ll get sacked for a loss every time.

What are your guiding principles at work? If you prepare to be honest, or act with integrity, or to highly value

Southeastern Advertising Publishers Association

the monthly newsletter for the free pAper indUstry febrUAry 2013

continued on page 2

your customer relationships, when the heat of doing business goes up, you play like yourself. You react out of your core values which you’ve chosen ahead of time, in practicing moments of quiet each morning. You don’t have to think. You play your core value game.



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prepAre And plAy: prioritiesThe 49ers play a read option offense in which Kaepernick chooses to run, pass, or hand off to running back Frank Gore. He looks for certain reac-tions from the defense and implements the play with the greatest probability of success, all in a matter of seconds. He’s prepared by studying opponents’ game films and sets his priorities for what to first try on his observations.

What are your priority plays at work? You have a myriad of options daily for how you’ll do business. Your prepara-tion—product development, market assessment, customer feedback, client relationships, etc.—sets your priori-ties. You know your first and best op-tion, second and better choice, etc. for achieving your business dreams daily. You simply execute the plays.

prepAre And plAy: UniqUe contribUtion

Kaepernick is a multi-purpose QB who can run and throw. Yet he can’t block for himself. Or, kick field goals. Or, play cornerback. He understands and prepares to fulfill his role on the team.

You have a role to play on your Work Positive team. If you could do it all alone, why would you be on a team? Perhaps you can do anything, but not everything…at least not all at once.

What is your unique contribution on the team? Prepare to play your unique position to the best of your ability.

P.O. Box 53790Fayetteville, NC 28305Cell: 910-391-3859ph: 910.222.6200fax: [email protected]

Bill BowmanPresident

"The Nation's Fun, Family Newspaper!"www.kidsvillenews.com/cumberland

continued from page 1 Avoid wondering where to line up with your team members on each play. Go to your role and make your unique contribution.

Prepare and play out of your core val-ues expressed in your priorities while making your unique contribution. And watch as you and your team win the Work Positive Super Bowl!

sUmmAryAre you playing to win the Super Bowl every week at work? This article, “3 Ways to Win the Super Bowl at Work” is from Dr. Joey Faucette, coach, best-selling author, & speaker.

Dr. Joey Faucette is the #1 Amazon best-selling author of Work Positive in a Nega-tive World (Entrepreneur Press), Work Positive coach, & speaker who helps business professionals increase sales with greater productivity so they leave the of-fice earlier to do what they love with those they love. Discover more at www.Listen-toLife.org.

YOUR CLASSIFIED AD CAN REACH OVER 4 MILLION HOMES

Communicate your message in a big way by calling us today.

GIVE YOUR BUSINESS A FACELIFT!Update your business and improve your image by advertising in

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Southeastern AdvertisingPublishers Association

Douglas FryExecutive Director

104 Westland DriveColumbia, TN 38401

Voice: 931.223.5708Fax: 888.450.8329

[email protected]




PresidentTony OnellionBargains PlusSlidell, LA

985-649-9515

Vice PresidentCaroline

QuattlebaumSoutheast Sun

Enterprise, AL 334-393-2969

Past PresidentRussell

QuattlebaumSoutheast Sun

Enterprise, AL 334-393-2969

Past PresidentGreg Ledford

Shelby Shopper & Info

Shelby, NC 704-484-1047

TreasurerWill ThomasExchange, Inc.

Fayetteville, TN 931-433-9737

Board MemberMike Marlow Rutherford WeeklyForest City, NC828-248-1408

SecretaryAmy

Hollingshead Atlanta Thrifty Nickel

Marrietta, GA 770-971-8333

Executive Director

Douglas FrySAPA Headquarters

Columbia, TN931-223-5708

Board MemberBill Derby

Johnson City News & Neighbor

Johnson City, TN423-979-1300

Administrative Assistant

Vickie BeldenSAPA Headquarters

Columbia, TN931-223-5708sA

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by John Foust

The flaw: You’re meeting with a pro-spective client, but you seem to be communicating on different wave-lengths. When you mention a key sales point, your prospect barely ac-knowledges it. And when he or she

done your homework on the prospec-tive advertiser’s business, it’s more likely a clash of communication styles.

These days, there’s a lot of talk about personality types and behavioral styles. There are many systems to cat-egorize the ways we think and act, including the DiSC profile (with four categories) and the Myers-Briggs Type Indicator (with 16). While these sys-tems are useful, sometimes it’s better to take a simpler approach. In a sales situation, an understanding of Right/Left Brain differences may be all you need to keep the conversation on the

how to fix A common communication flaw

continued on page 4

talks, you feel like the entire conver-sation is off topic. The experience re-minds you of the two proverbial ships passing in the night, with neither crew being aware of the other.

The fix: The problem may be a mat-ter of complete disinterest – a result of trying to sell the wrong thing to the wrong person. But as long as you’ve




right track.

Research has revealed that the two sides of the brain account for differ-ent modes of thinking – and that each person shows a preference for one of the two. Left brainers are more logi-cal and analytical than right brainers; they tend to look at parts, rather than the whole situation. Right brainers are more creative and intuitive; they are likely to see wholes, rather than indi-vidual parts.

Left brainers like numbers and charts.

Right brainers like words and ideas.

A typical left brainer likes an orga-nized workspace, a desk that is free of clutter. A right brainer doesn’t mind a little clutter.

Most accountants, media buyers and computer programmers are left brain-ers. Most creative directors, writers and teachers are right brainers.

Now this doesn’t mean that right brainers can’t balance a checkbook, or that left brainers can’t play the piano. It just means that these two styles have

different ways of looking at the world around them. And different ways of communicating.

When you’re talking to a prospect, look for clues. If he or she has the op-posite thinking style from yours, you have to be the one to make the adjust-ment. If you want to advance the sale, don’t expect the other person to adjust to you.

When you’re meeting with a left brain-er, focus on numbers and statistics. Use charts to illustrate readership fig-ures. Show how ad responses can be measured. Pay special attention to the individual ingredients of a proposal (remember, they like to look at parts).

When you’re dealing with a right brainer, don’t drag them into what I once heard described as “the deep, deep woods of Spreadsheetville.” Cov-er the numbers, of course, but place more emphasis on the creative angle – what the ads will look like and what they will say.

Neither side is wrong. They’re just dif-ferent. The best sales people under-stand how to adapt.

(c) Copyright 2013 by John Foust. All rights reserved.

John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad de-partments are using his training videos to save time and get quick results from in-house training. E-mail for informa-tion: [email protected]

By Bob Berting, Berting Communications

Even with today’s amazing technol-ogy, there remains a classic, time worn problem. How are the advertising ma-terials organized and communicated between the client, the salesperson, and the graphic artist? More specifi-cally, how are presentation layouts presented back to the client?

the role of the sAlesperson

The salesperson has to become a trust-ed advisor to the client and have the ability to get the client involved in the planning and content of the ads. They must be able to demonstrate that they are a marketing pro who knows good layout design, can write good copy, knows type faces, and can sell

long range campaigns. It is obvious that this type of salesperson should have these skills when hired by the sales man-ager and then trained to be extremely good at them so as to be in control with the customer. The optimal word is control. One of the major prob-lems in newspaper advertising is that the customer thinks they know more than the salesperson who is calling on them. The salesperson has to establish themselves as an expert and trusted advisor. Even a new salesperson can be perceived as someone who the cus-tomer can trust and be guided toward a meaningful advertising program.

roUgh lAyoUt orgAnizAtion

continued on page 9

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Ellen Hanrahan ©2013

CompareIT’S HARD TO STAY MOTIVATED… ESPECIALLY WHEN IT SEEMS AS IF WE DO THE SAME ADS OVER AND OVER. BUT FEBRUARY IS THE TIME OF LOVE, SO LET’S REFOCUS ON A DIFFERENT VIEW AND LOVE TO…

I welcome your input and suggestions. I was a high school art teacher, but entered the free paper publish-ing business in the 80s. I write articles for The Indepen-dent Publisher, and I’m still learning.E-mail: [email protected]

Ugh! Winter… and I’m still not used to it. But this article is for February and it’s a step in the right direction… and one month closer to Spring!

Love is in the AirFebruary is all about hearts and valentines. I know, President’s Day is also in this month, but I like working with hearts and cupids. Anyway, these two ads show that a border can really help add a lot more “punch” to the information within the ad’s borders. This ad ran as a quarter page but is reduced to 51% of the original size. I think you still get the idea. I wanted to show that attention to details and working with contrast can make a big difference in grabbing the reader’s atten-tion and creating emphasis. Artwork is mostly the same and placement of the elements also remains similar. But this is a case where showing the difference can help a non-designer understand that a few minor alterations can change the power of an ad. The most noticeable difference is the black border behind the hearts. Drop shadows also add dimension and pull the eye into the ad. The type for “Treat yourself…” in the left ad has not been handled properly. Large “gaps” between the capital and lowercase letters impede readability. Plus, the coupon is good

Right versus Left… brain-wise! Remember last month when I presented my thoughts on dealing with different skill sets and both sides of the brain. Both sides or hemispheres of the brain are vital to our well-being—and to the well-being of our organization as well. These two components, both left (sales) and right (graphics) are most involved in the col-laborative process to provide effective com-munication of the client’s products or ser-vices. And we will see how to build bridges between the hemispheres. Want to have a brain fight? Your right brain will recognize the color, but your left brain wants to read the word. It’s not that easy to shift between the hemispheres. See if you can find the straightforward example. Look at the words below and say the color that is represented, not the word itself…

YELLOW GREEN REDPURPLE ORANGE BLUEBLACK GREEN REDORANGE BLUE PURPLE

Right Brain vs. Left Brain

139 SOUTH SIXTH AVENUE, DOWNTOWN WEST BEND 262-555-5555 REGULAR HOURS: MON–FRI 9AM–5PM AND SAT 9AM–2PM

Treat yourself or your Valentine to

UNIQUE BOUTIQUE ITEMS INCLUDING: Devlin Art Glass • DCUK brand ducks Blossoms & Buckets • Treska Jewelry • MosaicsGlassware • Seasonal and Non-Seasonal Home Accents

139 S. SIXTH AVENUE, WEST BEND 262-555-5555LIMIT 1 COUPON PER PERSON. NOT VALID WITH OTHER OFFERS OR DISCOUNTS. EXPIRES MARCH 1, 2012.

30% offOne Northern Lights Candle Item and/or One Scentier and/or One German Lace Doily

Fragrance & Lace

139 South Sixth Avenue, Downtown West Bend 262-555-5555Regular Hours: Mon–Fri 9am–5pm and Sat 9am–2pm

Treat yourself or your Valentine to Fragrance and Lace

UNIQUE BOUTIQUE ITEMS INCLUDING: Devlin Art Glass, DCUK brand ducks, Blossoms & Buckets, Treska Jewelry, Mosaics, Glassware, Seasonal and Non-Seasonal Home Accents

139 S. SIXTH AVENUE, WEST BEND 262-555-5555

30% off 1 Northern Lights Candle Item

and/or 1 Scentier and/or 1 German Lace Doily

Limit 1 coupon per person. Not valid with other offers or discounts. Expires March 1, 2012.

for fragrance or lace, so I gave that info more emphasis as well (larger and bolder typeface). I used the word “One” instead of the number “1” because I felt it worked better at the begin-ning of the sentence and I also was working with an awkward combination of “and/or” and wanted to keep the quantity consistent. This use of a word instead of a number will vary depending on content, usage and typeface.

Plan the ArtworkIt’s OK to leave breathing room, or white space, around the logo to make it stand out even more. The hearts that are placed near the logo in the left ad compete with the logo. You view the logo and then your eye goes to the two hearts—the last thing you should see is the cli-ent’s logo. Contrast can be a powerful element in an ad. Since newsprint is not a bright white, use the black/white contrast to your advantage. Ads look different in print than they do on your monitor. If the ad looks weak on the screen, it’s not going to look better in print. If your ad is striking in black and white, it will be effective in color (column 3). A color change in the border and a screen in the coupon area is all you need. Otherwise too much color can overwhelm the content.

139 SOUTH SIXTH AVENUE, DOWNTOWN WEST BEND 262-555-5555 REGULAR HOURS: MON–FRI 9AM–5PM AND SAT 9AM–2PM

Treat yourself or your Valentine to

UNIQUE BOUTIQUE ITEMS INCLUDING: Devlin Art Glass • DCUK brand ducks Blossoms & Buckets • Treska Jewelry • MosaicsGlassware • Seasonal and Non-Seasonal Home Accents

139 S. SIXTH AVENUE, WEST BEND 262-555-5555LIMIT 1 COUPON PER PERSON. NOT VALID WITH OTHER OFFERS OR DISCOUNTS. EXPIRES MARCH 1, 2012.

30% offOne Northern Lights Candle Item and/or One Scentier and/or One German Lace Doily

Fragrance & Lace

Happy Valentine’s Day

… and President’s Day, too!



congratulations to sylvia weinstein of the oyster pointer

Sylvia Weinstein, editor and publisher of the Oyster Pointer, was among the recipients honored by SunTrust Bank, Hampton Roads and SunTrust Bank Re-gional Diversity Council with the 2012 Diversity and Inclusion award. Wein-stein was recognized for Women’s Ini-tiatives and cited for her volunteer in-

volvement in the community as well as her accomplishments with the Oyster Pointer, which celebrated 25 years of continuous publishing in 2012. Shown here are Don Roberts, WAVY anchor and master of ceremonies of the event; Sylvia Weinstein; and Tu Ritter, mortgage sales associate, SunTrust Mortgage.

Sylvia S. Weinstein, publisher and edi-tor of the Oyster Pointer, was also one of 14 women honored with the Women of Distinction Award, presented by the YWCA Virginia Peninsula. Weinstein was recognized for her work in the field of communications.

With more than 45 years in the com-munications field, Weinstein offers ex-pertise that encompasses every aspect of advertising, public relations and market-ing.

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Usps Update:changes that matterUsps restrUctUres mArKeting

And sAles orgAnizAtionIn December, Chief Marketing and Sales Officer Nagisa Manabe announced a re-structured marketing and sales organi-zation for the Postal Service. Manabe stated, “I am very excited about our new organization structure. It is designed to sharpen our focus on the biggest profit-able revenue-generating opportunities, and place the highest priority on mar-keting our core businesses.”

The new structure is as follows:

New Products and Renovation – Gary Reblin, will continue as Vice President of this department, with responsibility for product development for direct mail and periodicals, emerging technologies, new business opportunities, product integration, shipping products, transac-tion and correspondence mail, product support, and innovation.

Brand Marketing – This is a new depart-ment that will be led by an Executive Di-rector of Brand Marketing. An interim leader, Dan Barrett, formerly the Man-ager of New Business Opportunities, is serving as the Acting Director. The new division will be responsible for market-ing USPS products and services, with a focus upon small business, shipping, mail, market research, retail and digital marketing, and marketing services.

Sales – Cliff Rucker will continue as Vice President of Sales, with responsi-bilities that include business, customer and intelligence, field sales strategy and contracts, national business alliances, national operations integration, national sales, sales operations and planning, na-tional strategic accounts, and customer retention.

Pricing – Jeff Williamson will continue as Vice President of Pricing, with re-sponsibility for pricing and classifica-tions, product classification, pricing, and pricing innovation.

There are also departments under the new structure for Channel Access with a focus on retail services, Global Busi-ness, Stamp Services and Corporate Li-censing.

good bye, good lUcK And thAnKs

As part of the restructuring, David Mas-tervich, the previous USPS product manager with responsibility for satura-tion mail, will be moving to the Brand Marketing division, with responsibility for small business. Mastervich formerly served as Manager for Saturation Mail, Periodicals and Catalogs. SMC wants to thank David Mastervich for his leader-ship and energies in serving as a liaison for individual saturation mailers and SMC for the past several years.

David was always willing to meet with our members, to help us find and com-municate with the right USPS persons to discuss and resolve problems and to pursue innovations and opportuni-ties. He made a sincere effort to study our members’ businesses and the com-petitive marketplace. We want to thank him for his efforts and wish him the best in his new role.

smc AsKs for new prodUct mAnAger

In response to the USPS restructuring of its Sales and Marketing departments, and changes in assignments, Donna Hanbery of the Saturation Mailers Coali-tion asked Vice Presidents Gary Reblin and acting Executive Director of Brand Marketing Dan Barrett, to assign some-one within one of these new divisions to serve as a product or brand manager for saturation mail. Hanbery wrote, “It has been very helpful for SMC to have a liaison to the marketing and sales de-partment on new ideas, growth and the occasional problems that have occurred over the past several years.”

Gary Reblin and Dan Barrett have both responded that they want to contin-ue the positive momentum we have achieved in the past. SMC looks forward to learning the identity of our new point of contact. One of our goals for 2013 will be to make sure that any new per-son given the responsibility of serving as a liaison for SMC and saturation mailers has an opportunity to meet some of our members and learn about the challenges and opportunities of working with the free paper industry.



SAPA Annua l Con fe ren ce : Washington D.C.: SAPA, IFPA, CPF, CPNE, MACPA, CPOWV, and a whole bunch of other letters will be joining together at the Ritz-Carlton in Pentagon City on September 19 - 21, 2013. This will be one of the largest assemblies of free community papers to ever come together. Plan now on

conference schedulesjoining your friends from across the Eastern United States in what will be an unforgettable conference. Top-notch speakers, exciting activities, friendships, and time to network will be some of the things you will remember most about the conference. Call Douglas Fry at 931.223.5708 for more information.

N E W S P A P E R P R I N T I N G C O M P A N Y




A c c o u n t E xe c u t i ve

5 2 1 0 S O U T H LO I S AV E N U E / TA M PA , F LO R I DA 3 3 6 1 1( 8 1 3 ) 9 0 2 - 1 1 9 6 / C E L L ( 5 6 1 ) 2 3 9 - 2 4 9 5P ro d u c t i o n : ( 8 1 3 ) 8 3 9 - 0 0 3 5 / FA X : ( 8 1 3 ) 8 3 9 - 7 2 9 5E M A I L : d o u g s @ N P C p r i n t i n g . c o mw w w. N P C p r i n t i n g . c o m

Doug Schwenk

The most powerful and predict-able people builders are praise and encouragement.

Brian Tracy

Be helpful. When you see a per-son without a smile, give him yours.

Zig Ziglar

Free PapersWorking For You

Will the Internet kill your free community paper?Did instant coffee kill coffee?

New technologies change many things. But not everything. You may tweet, blog, surf, shop, or search online but you continue to read your free community paper. You just proved it.

Readership of free community papers is now higher than paid daily papers, and continues to grow. Rather than being replaced by “instant” media, your local free community paper has become an important part of our neighborhood.

The reason, which sometimes is not heard because of all the noise about the Internet, is pretty obvious: your free community paper does what the Internet doesn’t. We promote connections at a local level. Free papers join readers and advertisers in ways digital media don’t.

In fact, the local content and power of your free paper makes advertising even more effective. We are the number one medium for driving purchases. That’s important in every product category.

Including coffee.



The content has to be organized so that the client can see and approve the format. This format includes the selec-tion of headlines, art work, suggested copy, and overall ad design. The idea is to also find the customer’s personal-ized beliefs and goals and work them into the ad ideas. This can be done by showing a head shot of the customer to personalize their ads, featuring em-ployees in the ads, and special goal/belief statements pledging quality, de-pendability, and dedication to excel-lent customer service.

the next criticAl ActionThe final step is for the salesperson to explain that they want to tell the story of the client’s business with an ongo-ing campaign but that research needs to be done to know why their custom-ers shop with them and the benefits they are receiving. This information can build an ad campaign with the dif-ferent reasons becoming the headings of the ads.

The customer’s personalized beliefs

and goals can be distributed into fea-ture copy boxes. The next step is to tell the customer that they will be brought a campaign kick off ad layout (don’t call it a spec layout) or 2-3 sample ads depicting the start of a campaign. It is important that the customer fully agrees to this and gives permission to do so. Objections might arise which could delay the creative process but that’s OK because it’s better to know before the work is done than after the time and expense of doing the layouts.

the role of the lAyoUt Artist.

Keep in mind that the salesperson knows what image is to be projected, what goals are to be targeted, and how the campaign is to flow. Any rough lay-outs done with the customer are given to the layout artist, incorporating the customer’s personalized beliefs and goals. The artist proceeds to develop a kick off ad for the campaign or a series of ads to give a feeling of the campaign flow. It is important that the salesper-son and the artist carefully go over the layouts before taking them to the cus-tomer, making sure that the proper im-age is projected.

the lAyoUt presentAtionIt is important that the layouts are shown to the customer before any marketing plan. This procedure ties in with the adage “ sell with emotion and justify with facts”. It’s very important that the layouts tell the story of their business, designed for efficient reader-ship, and to utilize the customer’s per-sonalized beliefs and goals

the hAppy endingIf all the groundwork has been laid by the salesperson, if the presentation lay-outs really sparkle, and if the customer has complete trust and belief in the publication as the key player in their

optimizing continued from page 4

Justin Gerena, President, Director of Salesp: 888.592.3212 x710e: [email protected]

JB Multimedia, Inc. P.O. Box 704 N. Bellmore, NY 11710 888.592.3212 phone/fax www.jbmultimedia.net

M a k i n g p u b l i c a t i o n s i n t e r a c t i v e.

media mix---they will buy the plan.

As a final word of caution, you can’t rush the process of creativity. There might be more than one meeting to thoroughly understand the customer’s personalized beliefs and goals.

Use charts to illustrate readership fig-ures. Show how ad responses can be measured. Pay special attention to the individual ingredients of a proposal (remember, they like to look at parts).

When you’re dealing with a right brainer, don’t drag them into what I once heard described as “the deep, deep woods of Spreadsheetville.” Cov-er the numbers, of course, but place more emphasis on the creative angle – what the ads will look like and what they will say.

Neither side is wrong. They’re just dif-ferent. The best sales people under-stand how to adapt.

Bob Berting is a professional speaker, newspaper sales trainer, and publisher marketing consultant who has conducted over 1500 seminars for newspaper sales staffs, their customers, print media asso-ciations and trade associations in the US and Canada.

Bob’s advertising sales record is im-pressive. For 15 years, he averaged two cold contracts a week, sold 20 shop-ping centers on yearly contracts, and rarely sold an advertising contract for less than 52 weeks or 1000” during a year. He is the author of the best sell-ing E-Booklet “ Dynamic Advertising Sales and Image Power” which can be ordered on his website www.bob-berting.com. Bob also conducts tele-seminars and webinars for advertising salespeople, their customers, print me-dia associations, merchant groups, and trade associations.

Contact Bob at 800-536-5408 and [email protected]. He is located at 6330 Woburn Drive, Indianapolis, In 46250.



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2013 February SAPAToday