Complete Story
 

10/02/2015

ABJ might have best newspaper promo video ever

… and other things you missed if you didn’t attend the 2015 ONA Circulation Conference

Dennis Hetzel Executive DirectorBy Dennis Hetzel, Executive Director

The Akron Beacon Journal has produced what I think might be the best, funniest video ever to promote the physical newspaper.

You know, that rolled up newsprint thing that gets thrown on your driveway or stacked at the store.

If you don’t believe me, check it out on YouTube.  Shaun Schweitzer, the ABJ’s vice president of circulation and production, gave a conceptual nod to the mega-retailer IKEA, which took a similar approach in promoting their catalogue in this video.

Shaun’s remarks in which he described some of Akron’s awesome marketing ideas were among many highlights at the 2015 Newspaper Circulation Management & Audience Development Conference in Columbus earlier this week.  As always, our Circulation Committee and ONA staff produced a great event.

What wasn’t great was relatively low participation.  I felt we had momentum following last year’s conference in Kent, but attendance was down despite best efforts at promotion.

Everyone is busy, I know, but I guarantee that every participant came away with new ideas to grow revenue or save expenses to help their organization – and more than pay for the conference.

Michael Zinser alone might save you thousands of dollars in legal fees just by listening to his advice on how to avoid pitfalls with independent contractors and overtime rules.  Just this week, one of our member papers mistakenly used the word “employee” in an article about newspaper carriers.  How would you like to have to explain that to a hearing officer? Ouch.

You also could have learned smart ways to phase out news racks, had the lowdown on AAM’s latest rules, gained insight on where paywalls are going and heard dozens of hot ideas that are working right now at papers of all sizes. 

Here’s an example: Have you thought of putting out an “early edition” of your Thanksgiving paper a day earlier to capture those who are leaving town and work with retailers that close on turkey day? 

Here’s an example: Did you know how critical it is to hit your digital audiences with your best-possible offer the moment they hit your paywall? That’s when most digital subscription sales are made.

For those who couldn’t make it, we are helping out by posting the slide decks of many presenters. (See link below.) But it’s not the same as being there.

Even more frustrating, frankly, is the paucity of nominations we receive for our “carrier of the year” awards, which carry $1,000 prizes for the winners and terrific recognition for the carriers, their families, their district managers and your entire organization.

Every ONA member must have at least one carrier worth nominating each year. You simply cannot buy the goodwill and positive energy this award can generate back home.

The other thing you can’t buy is how inspiring our award winners are. We all know these are difficult jobs, and no one will ever get rich delivering newspapers every day.  Their pride, dedication and commitment to service always come through and bring standing ovations in their acceptance speeches. 

I am not ashamed to say I brush away a tear every year.  And wouldn’t it be great to bottle their energy and passion and inject it into some of the cynics and nay-sayers among us?

So, if you need some inspiration, talk to your best carriers.

If you need a smile and a fresh perspective on what it means to be a newspaper, watch Akron’s video.

And there’s one other thing you should do. Go to your To-Do list and put a tickler note in your calendar for next July to make sure you nominate at least one carrier from your newspaper and seriously consider attending the 2016 conference.

Printer-Friendly Version