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JA N U A R Y 2011 | V ol. 25 , N o. 1
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understand the m eaning ofthe inform ation they publish new sp ap ers— and of those w ho go online for local new s, 55
p ercent fou nd it on the local new sp ap er’s w eb site,
V O L . 25, NO . 1 | JANUARY 2011 and to present inform ation in a clear,usefulcontext.”
com p ared to 17 p ercent for sites su ch as Yahoo, M S N or
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Group
Ideas
Pennsy lvania p ap er form s p artnership to help veterans find job s
B y M ichelle Fink ler just schools; we wanted companies
AS SO C IATE E D ITO R M o r e o n lin e looking to hire people.”
Companies that participated in-
To view the 2010 Operation
The Pittsburgh Post-Gazette has Troop Employment special cluded a social services organiza-
held job fairs in the past. So has the section as a PDF, visit tion, a hotel, a research and devel-
Allegheny County Department of NBDN-Inland.org and select opment laboratory and banks, to
Veterans Affairs. But when the two the “Ideas” tab. name a few. Wirth said selling
joined forces to host a job fair for sponsorships for Operation Troop
America’s ser- Employment was open to inside
N ew B u sin ess vicemen and packages, which included a booth sales staff, the dedicated recruit-
D ev elo p m en t women in 2010, at the job fair, an ad in the guide, ment advertising rep and the retail
S u c c ess S t o r y the event yield- a classified ad on Post-Gazette. sales department.
ed the largest com/Monster and inclusion in pro- “This was an all-hands-on-board
turnout the VA had ever seen and motional materials, he said. Plati- effort,” Wirth said. “Whoever had
$46,000 in new revenue for the num, Gold and Silver packages a contact that was viable, we en-
newspaper. varied in value and price, with couraged them to go after it.”
Tim Wirth, classified operations Silver being the most popular, S p e cia l se ctio n
manager for the 188,243-circula- Wirth said. The Post-Gazette
tion daily, said the veterans and job based the pricing structure off of The Operation Troop Employ-
fair exhibitors were happy with the other job fairs and from the news- ment guide ran as a tabloid in the
event. paper’s annual home show, which Post-Gazette on May 9, 2010. The
“I talked to about a half dozen also is an event with booth space, newspaper printed 300,000 copies
employers as they were packing up he said. of the 12-page special section to
after the fair, and I got very good “Essentially, we tried to figure accommodate its Sunday circula-
feedback,” he said. “A few job- out where our price points needed tion and an additional 1,000 copies
seekers stopped in said they had to be to have an expectable mar- for attendees to pick up at the job
been to other job fairs and liked gin,” Wirth said. “It was a little fair, Wirth said. The guide was
how we ran the event.” The Pittsb u rgh Post-G azette and local D ep artm ent of V eterans Affairs team ed u p difficult. We didn’t want to get too also available on Post-Gazette.
About 400 job-seekers and 29 in M ay 2010 to host O p eration Troop E m p loy m ent, a job fair for Am erica’s veterans expensive and be the most expen- com, he added.
exhibitors attended the Operation and their fam ilies. The job fair also had a com p anion 12-p age sp ecial section that sive job fair. I’m not sure we hit The advertorial content for the
Troop Employment job fair, which w as distrib u ted throu gh the new sp ap er and at the event. IMAGE SUPPLIED exactly the right price points. We’ll section was written by one of the
was open to the public but mar- probably revisit that a little bit this Post-Gazette’s stringers and cov-
keted toward veterans and their Operation Troop Employment is Gazette tapped its database of re- year. I think we’re going to have an ered topics such as resources avail-
families, Wirth said. The event was the first job fair that the Post-Ga- cruitment advertisers. The VA also entry point that’s a little lower. We able to veterans, helping veterans
held May 11, 2010, at the county- zette organized without the help of shared with the newspaper a list of had some resistance from compa- with service-related disabilities re-
run Soldiers & Sailors Memorial an outside job fair vendor, such as companies it had worked with dur- nies. They wanted to be involved enter the work force and education
Hall & Museum at no cost to the Minneapolis-based Personnel Strat- ing previous job fairs, he said. with veterans, but we need to find benefits available through the
newspaper through its partnership egies Inc., which Wirth said the Part of Wirth’s strategy was to a better spread for them—a little Post-9/11 GI Bill.
with the VA, he said. Another Op- newspaper had worked with before. reach out to companies with a lower entry point.” “We decided early on that the
eration Troop Employment job fair The newspaper was able to mini- “predisposition to hiring veterans” According to the 2010 Operation advertorial content would be fo-
is planned for 2011, but if the event mize expenses by utilizing its mar- through the use of fliers, newspa- Troop Employment rate sheet, the cused on veterans, not advertis-
increases in popularity, Wirth said keting department to handle the per promotions and phone calls. packages started at $1,195 and went ers,” Wirth said. “Essentially, we
the organizations would need to logistics for the fair, such as ar- The paper used its database for an up to $2,595 for the Platinum spon- wanted the section to look as edi-
find a larger facility. rangements with the hall for booth e-mail marketing campaign target- sorship opportunity. torial as possible without upsetting
Operation Troop Employment space, he said. ing recruitment advertisers, such “The real key to this was an over- the editorial department.”
also had an official guide that ran “Early on, the partnership [with as banks and auto dealers, he riding sponsorship concept, and Wirth said newspapers wanting
as a special section in the Post- the VA] was working out the details said. that came from a local bank,” Wirth to host a job fair for veterans in
Gazette on the Sunday before the and sharing contacts,” Wirth said. “I had been the recruitment said. “The sponsorship came in at their markets should start the plan-
job fair. “We told them they wouldn’t have manager in the ’90s, and when we a high enough level that it pretty ning process at least three or four
Pla n n in g to do a whole lot for us—it was had done job fairs in the past, ads much covered our inside costs. Dol- months ahead of time.
turn-key. They assisted us in run- in the paper had been good at get- lar Bank had some job openings, “The big key is advanced plan-
The Post-Gazette initially con- ning the event. For the registration ting people in the door but not at but that wasn’t necessarily their ning,” he said. “Get out there in
tacted the VA with the idea in No- desk, they had some volunteer vet- attracting vendors,” Wirth said. “I main focus. They wanted to talk advance. Make sure you have a
vember 2009, Wirth said. The VA erans who helped register everyone. was surprised that ads for Opera- about VA loans and other types of good combined effort between de-
had hosted job fairs previously But after the initial setup, we ran tion Troop Employment did so services.” partments at your newspaper. Re-
through partnerships with other or- things.” well at attracting vendors. I sus- Because of the sluggish econo- ally, without the three depart-
ganizations, but Wirth said working Wirth said the VA also helped pect a number of the vendors were my and many companies’ inabil- ments—classified, retail and
with the newspaper meant greater with promotion by spreading word very interested in helping veter- ity to hire, Wirth said getting busi- marketing—I don’t think Opera-
marketing impact for the event, and about the fair to its database of vet- ans—maybe they were former nesses on board with a sponsorship tion Troop Employment would
the VA was quickly on board. Ad- erans. veterans themselves or they were was a tougher sell for reps. have been the success that it
ditionally, the partnership included S p o n so rsh ip s just very much in support of vet- “We wanted to make certain that was.”
five booths for the VA to give to erans.” there were enough direct-hiring
service organizations, such as the To find companies to participate Vendors were able to choose companies and a variety of com- C o n ta c t: Tim W irth,
VA hospital, he said. in the job fair, Wirth said the Post- from three different sponsorship panies,” he said. “We didn’t want tw irth@ p ost-gazette.com
Inland Annou nces the 2011 M ob ile and S ocial Netw ork ing B oot C am p
Inland’s 2 0 1 1 Mobile and Social eritlive application. Send video from web usable have been conducted bine its traditional coupon business tent of their websites, others con-
Networking Boot C amp, to be held the field, learn to check-in and over the years, yet, many news or- with social networking and mobile. tend the sin was trying to translate
March 1 6 -1 7 , 2 0 1 1 , in C hicago, check-out and tweet your little brains ganiz ations still get it wrong. With With F acebook places set to launch an advertising model akin to news-
will be a day-and-a-half workshop out during this hands-on session. the fresh slate of mobile upon us, deals of the day in its local ad plat- papers to the web. Other than text
designed to help you understand the A pp or w eb app? That is the what are the opportunities to make form, how should your company and banner advertising, what other
mobile and social networking en- q u estion — G oogle and Apple — this medium more user-friendly and position itself to be the go-to folks business models can newspaper
vironment and give you the infor- two of the world’s most innovative useful to your audience? in the market? companies look to for new, untra-
mation you need to develop a strat- companies — have two different P ick ing y ou r mob ile dance Grou pon, the 8 00-pou nd go- ditional revenue streams?
egy for your news operation. visions of the mobile web, often partner — Many newspaper com- rilla — C hicago-based G roupon has Selling tactics, pricing strate-
H ere’s just a sampling of what described as open and closed and panies will need to partner up with become, according to F orbes, the gies and competitiv e selling —
will be included: embodied by Android and iOS. another firm in order to launch a fastest growing billion-dollar-com- Integrating mobile sales into your
Getting Started: Bootcamp 101 This session will look at the tactics mobile strategy. Who are the play- pany in history. What are the secrets digital advertising solutions. U tiliz e
—This session will include an ex- of these two companies, the impli- ers in this space? What questions to its success? H ow can they be ap- market research, innovative solu-
planation of the fundamental con- cations of their strategies and what, must newspaper executives ask be- plied at your company? Why are tions and strategic consulting to put
cepts of mobile communication, its in the long run, does it mean for fore saying yes? What should we local newspapers in a unique posi- together powerful packaging for
vocabulary and history. local publishers making their way be on guard for? tion to challenge the behemoth? your customers.
The tool shed—E specially for in the mobile world? Bey ond the cou pon, adding O riginal sin and mob ile tech- F or more information on the Mo-
newsroom personnel, learn about M ob ile u sab ility : mak ing it place to discou nts — Location- nology — While some contend that bile and Social Networking Boot
downloadable applications to aid in w ork for the u ninitiated — Thou- based services like F oursquare and the “original sin” of newspaper C amp, including a list of presenters,
your news report. Try out the cov- sands of studies on what makes the G owalla allow local media to com- companies was offering free con- visit InlandPress.org.
A screenshot of V y ew (p ronou nced “v iew ”), a w eb site for conference calls. The
free version has advertising and is restricted to 10 p articip ants. V y ew is ow ned b y
S im u lat Inc., a B erkeley, C alif., start-u p . IMAGE SUPPLIED
S A V E TH E D A TE
Inland ’s 2 0 1 1 M o b ile and S o c ial N e t w o rk ing B o o t C am p
M arc h 1 6 -1 7 , 2 0 1 1 | C h ic ago
I
nland’s 2011 Mobile and Social Networking Boot Camp will be a day-and-a-half workshop designed to help you
understand the mobile and social networking environment and give you the information you need to develop a
strategy for your news operation.
Inland Faculty includes Greg Swanson, CEO, Itz Publishing, Portland, Ore.; Paul Wagner, CEO, Fork•y, Portland, Ore.; Jon
Maroney, SVP Mobile Publishing, Handmark, Kansas City, Mo.; Scott Rosenberg, digital marketing specialist, Strategy 2
Works for You Digital, Crystal lake, Ill.; and Henry Lopez, web editor, Santa Fe New Mexican, Santa Fe, N.M. And others!
For more information on the Mobile and Social Networking Boot Camp, see page 10 or visit InlandPress.org.
N
ewspaper executives have indicated a desire to have more timely data by Questions? Please contact
which to evaluate the performance of their newspapers. Inland’s monthly Tim Mather, Inland’s •nancial studies
General Performance Assessment may also be used as a supplement to manager, at tmather@inlandpress.org
Inland’s National Cost & Revenue Study for Daily Newspapers. It is a con•dential or by calling 847-795-0380.
survey in an electronic format for both data submission and distribution.
The GPA is applicable for daily newspapers of any size! Performance
categories include gross pro•t, circulation, advertising, labor, EBITDA, electronic/
digital media, accounts receivable and capital expenditures. Output is in the form
of percentages, percentage point changes, percent of revenue, and percent
change vs. prior year, without exposing the underlying data. GPA
PAG E 2 0 The Inlander | InlandP ress.org | JANU ARY 20 11
Training
Prepare for news interviews or your stories will likely fall short
Remember when you interviewed
for a job? You likely had a list of
E d it o rial appropriate to wear a sport coat and
tie for interviewing a farmer in the
story. A feature on a bellman will
likely include details of the uni-
know that their answers will be
subject to editing for length and
“dos” and “don’ts” firmly ingrained dairy barn than it is to enter a C EO ’s form. T he attire of an individual clarity.
in preparation for the line of ques- office wearing a T -shirt and jeans. speaking at a public hearing may “ S a id ” sa ys it b est. S ome writers
tioning. B e a tten tiv e to follow-up q ues- not be relevant to report. go to great lengths to avoid always
Among the dos are dress appro- tion s. Every reporter should have C on v en e a c on v ersa tion . Inter- using “said” for attribution, espe-
priately and be on time. Among the prepared questions for an interview. views should be a dialogue not cially in feature stories. S ubstitute
don’ts are avoid rambling answers Equally important, reporters must dominated by either the interview- words may include “ex plained,”
and be wary of combative respons- be adept at asking follow-up que- er or interviewee. “noted,” “added” and “empha-
es.
In a similar vein, interviews are
Jim Pumarlo ries during the course of a conver-
sation.
S eek other v oic es. Few stories
should be limited to “single sourc-
siz ed.” S ome words may inadver-
tently inject editorial commentary.
basic to newsgathering. Interviews Red Wing, Minn. A s k op en -en d ed q ues tion s . es.” T he more voices in a story, the T he best rule is to stick to “said.”
may well spell a dead end to a Pose a question that can be an- more well-rounded it will be. In- In a nutshell, reporters must be
story if reporters are not prepared. of the subject. swered by a simple “yes” or “no,” corporating the perspectives of oth- as well schooled on the issues as
Equally important, reporters must A v oid p rec on c eiv ed n otion s. and that’s likely the response you’ll ers can be a valuable addition even the subject of the interview. It’s es-
be savvy in how to present the in- Reporters should approach inter- receive. Frame questions so the in- in personality profiles. sential to producing stories with
formation. views with an open mind. If you terviewees must ex plain them- Dec ip her n otes immed ia tely. substance and meaning for read-
Here is one checklist to help pro- enter an interview with a certain selves. Record your notes as soon as pos- ers.
duce fruitful interviews and then mind-set, the interviewee will like- M a ke n ote of the en v iron men t. sible, whether the story is due the
portray the circumstances: ly take notice and information may Reporters often reference the sur- nex t day or even weeks later. N oth- Jim Pumarlo writes, speaks and provides
Do your homework. Preparation not be forthcoming. If you antici- roundings in a story. T hat may well ing is more frustrating or embar- training on community newsroom success
is the requisite to producing a solid pate your subject to be adversarial, help set the atmosphere. In some rassing than being unable to read strategies. He is author of “Votes and
story and is most important when ease into the “tough” questions or instances however, the description your notes— quite possibly to the Quotes: A Guide to Outstanding Election
conducting interviews. Find out as your session may well be cut is out of place and can detract from detriment of your final story. Coverage” and “Bad News and Good
much as possible about the subject short. the flow of a story. C on sid er q uestion -a n d -a n swer Judgment: A Guide to Reporting on
and the individuals. Review appro- Dress for the c irc umsta n c es. B e U se d esc rip tiv e tex t when a p - forma t. Q & As can be an ex cellent Sensitive Issues in a Small-Town
priate materials, and touch base cogniz ant of the surroundings, and p rop ria te. B e selective when in- presentation for some interviews. Newspaper.” He can be contacted at
with others who have knowledge dress for the occasion. It’s no more corporating descriptive tex t in a It’s important to let the individuals Pumarlo.com.
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