AUGUST, 2009
Insider
Community publications need
to distance themselves from
the newspaper crisis
There are newspapers and there are newspapers in crisis.
It’s a them and us. The big guys and then the local
and regional papers, be they weekly or daily, free or
paid. I include shoppers and niche publications.
The big guys are in big trouble and we shouldn’t
be, because their problem is our opportunity (I say
“we” and “our” because I can’t get the publisher out
of the consultant.).
I bet I had that conversation a dozen times in the
last few days at the New England Press Association
annual convention where I was a speaker. I was
reassured to find there are a few publishers out there
who are doing just fine. Sure, some are hurting, but
some are only down a few percentage points from
prior year. A handful said they were even up. I believe
them because I know they put out good products.
If you’re a good local paper doing your job, I’m
betting you’re going to be stronger when this is over.
You just need to keep doing the things that make
community papers valuable. Stick to your knitting
and mind your P’s and Q’s. And don’t blink.
The franchise for the local paper is the collection
process, news and advertising. Main Street and town
hall and the local high school are our domain. Ask
me to describe the formula for the successful local
newspaper and I’ll say the same thing I’ve said for
30 years. It’s the owner’s manual for the community.
“If it’s important to them (the reader), then it needs
to be important to us,” was the drill for my reporters
and editors. That means finding room for every
reasonable press release and staying until the lights
John C. Peterson
are out at the school board meeting. And yes, we
may have to upset the mayor by asking hard
questions.
Give that concept some thought. If you’re doing
your job you’ve covered all the bases in news and
advertising. You’ve provided an updated slice of life
in the communities you cover. My grandparents
would call it a smorgasbord, something for every
appetite.
There was further evidence that local publications
are healthy in a recent joint study by Suburban
Newspapers of America and the National
Newspaper Association. In a survey of papers with
a total circulation of 10.5 million, here’s what they
reported:
Data collected in 2008 showed a 1.7% decline in
advertising for the third quarter, 2.4% in the second
quarter and 2.7% in the first quarter (all were
measured against the same reporting period from
the prior year.) Fourth quarter results will be available
in late February. These results compare to industry-
wide double-digit declines of 18.1% (third quarter
2008), 15.1% second quarter 2008, and 12.8% (first
quarter 2008), as reported by Newspaper
Association of America.
(Continued on Page 3)
Page 2

President’s Message
IT’S CONFERENCE TIME AGAIN!!
In these trying times there is no better way to gain that tactical
edge than to attend the CPNE conference. Time is running short so don't
miss the opportunity to interact with your fellow publishers to find out
what’s working and what isn't.

We will also have a great two days of speakers planned to give us

the latest on what’s going on in the world of sales, technology, internet
and editorial.We'll also throw in a little fun in the evening so you can
unwind a bit and relax from that day to day grind.
• • • AUGUST Ed2009
Coats
I know it’s busy and with cuts in staff and tightening of the belt we are all doing more and
have less time than ever, but by attending you may get that one nugget that will change the way
you do things and give you more time and add to your bottom line. Now more than ever we all
need to get together and put our heads together to come up with better ways of selling and
operating so we can all survive in this tough economy.

I know for some of you it may seem like unproductive time for you and your staffs. I cannot
think of one conference that I have gone to that I haven't come back with something that would
help me to improve. So I encourage everyone to spend the time interacting at beautiful Mt. Snow.
The room rates are fabulous and it will be money well spent in moving your business forward.
Hope to see you all there.
Ed

Community Papers
of New England
➠

and
Buy New England
Post Office Box 28,
700 Main Street Our new website address is
Willimantic, CT 06226
860-423-6398
Toll Free 877-423-6399
cpne.biz
FAX 860-423-6391
bne@cpne.biz
www.cpne.biz
 AUGUST 2009 • • •
Community publications
The opportunity?
Let’s look at what’s happened and what some of
the big guys have done. They’ve lost circulation,
cut staff and content, some have eliminated early
week editions and others have stopped early week
home delivery. The new wave is a hybrid e-paper,
an early week electronic edition and late week print
delivered.
They have finally admitted that all days of the week
are not created equal, and maybe immediacy was
not everything they said it was in the past. Some of
their web sites are also a confession acknowledging
that people do care about the little news in their
lives. Groups like Rotary and Lions and the Chamber
of Commerce do contribute to the local quality of
life; the big guys just can’t justify the news hole in
the paper.
Their weakness is the local publication’s strength.
Don’t just print that community news, showcase it.
They aren't likely to get it anywhere else. You own it
and you become a bigger piece of their information
life.
If you’re a weekly, tell advertisers there’s no
guesswork about which is the best day to advertise.
You create the event and people know when to
look for it. You offer shelf life and that’s the same
thing as frequency. You likely have affordable zones
with strong or saturation coverage. You sell proximity
and that's where the people who find it easiest to
do business with them reside.
Show Your Strength.
Proudly display these three logos on your masthead.
Circulation
Verification
Council
Page 3
(Continued from Page 1)
Don't say circulation,
say effective circulation.
There can be a big difference.
Big is not always better.
I’m a newspaper junkie so none of this brings me
comfort. But local publications need to pay attention
to what has gone on, and step up. Yes the industry
needs to develop multi-media platforms but let those
e-world buzz words also ring for your paper. Content,
engagement and community are what local papers
are all about, forever.
The sooner local papers distance themselves from
the “newspaper crisis” the better off they’ll be. Create
a marketing campaign to differentiate yourselves,
script your sales reps to talk about it and arm them
with pieces quantifying your strength and value. Tell
them to “road test” the paper for accounts and point
out the constituencies for news content. Count the
number of paid ads in the paper (classifieds too) and
tell them these people voted with their checkbooks
that this is the place to communicate. Use
testimonials.
No one will tell your story if you don’t. If you don't
then people will just think you’re just another one
of those papers in crisis.
This is no time to hold back, the stakes are
too high.
By John C. Peterson, The Peterson Group
Web: johncpeterson.com
Blog: communitymediamatters.blogspot.com
Page 4 • • • august 2009

Free Paper Industry Loses

A Leader and a Friend
It is with great sorrow that we share the sad news
of the passing of our dear friend, Craig McMullin,
Executive Director of AFCP.

Craig was doing what he loved, traveling the

roads on his bike, when he lost his life in a
motorcycle accident while riding home from a trip
to visit family and friends.
Craig McMullin
Craig was one of the strongest leaders, in
the free paper industry, having worked with free
community papers as well as many other media throughout his career. He
took the helm as Executive Director of AFCP in 1999 leading the association
in growth of membership, ad sales, and conference attendance.

Craig’s mission was that of AFCP, to help its members enhance their
profitability and strengthen the free paper industry, and he did just that.

Craig was a caring person who was a friend to all in the industry, big
papers and small, all valued his way of sharing his knowledge with them.

Beyond the business, Craig had a love for adventure - living life to the
fullest aptly describes him - brave and fearless, he loved everything from
white water rafting to being a member of the renowned “Black Sheep”, his
group of biker friends who will miss him terribly.

Our sincere sympathies to his wife, Marilyn; his children, Matt and
Meaghan, his parents and family members, the “Black Sheep”, and his AFCP
family.

Craig, you will be missed by all.

august 2009 • • • Page 5

In a Stormy Economy,
Smart Publishers Prepare for Better Days
Reprinted from CVC Newsletter
Despite the big black cloud of a recession overhead, many publishers of community papers, magazines and niche
publications are focusing on the silver lining of this economic storm. And that lining is full of opportunities to prepare for an
eventual turn-around and make new sales right now.
As the economic downturn gained speed, Ray Appen of Appen Newspapers in Alpharetta, Ga., joined fellow publish-
ers in cutting expenses where he could. But Appen, like many publishers, has found himself operating with a budget that
can’t bear any more cuts without hurting his product. In order to attract new clients and maintain a high number of
contracts, Appen started strategically cutting his advertising rates.

Reducing Ad Prices to Build and
Maintain Relationships
Lately, he has been offering a business-card-sized ad for
$10 a week with a 52-week contract. Typically, this ad would
cost $40-50 a week.
“What that does is, it lets little businesses, and big
businesses, at least put something out there that they may
not have otherwise afforded,” Appen said. “It allows them
to market while spending almost no money. They like it,
and they’ve bought a lot.”
Some customers are even upgrading to larger ads at
times during the 52-week period for special sales and
holidays.
The real strategy behind this bold move, according to
Appen, is to take this opportunity to build a base of new
relationships with his newspapers so that when the economy
improves, his company will be poised for growth.
“As we emerge on the other side of this economy, we’ll
have all of these contracts in place and relationships that
are starting to grow,” he said. “We’re going to be in a really,
really strong position.”
Tom Aird, publisher of the Buyers Guide in Martinsburg,
W.Va., has been able to add new national advertisers and is
also running 50% off specials to keep existing advertisers in
his paper.
“A lot of people will jump off the ship because they
think you’re sinking,” he said. “We’ve been able to keep
people in the paper.”
Land New Business Now
Aird has also been able to lure new national and regional
advertisers, including Rite Aid and Pizza Hut, through his
listing in Standard Rate and Data Service. Media buyers are
increasingly adding community papers to their advertising
buys, and all CVC-audited publications have two listings in
SRDS, a listing service used by almost all media buyers. Read
more about how Aird attracted national advertisers in a
separate article.
The publication has also landed new sales from ZIP code
comparisons, according to Aird. He uses his CVC audit and
audits from his competitors to create a ZIP code circulation
comparison. “We hand it to potential advertisers with a map
and ask, ‘Do you know where your advertising dollars are
going?’ That’s opened up some more business.”
In addition to creating ZIP code comparisons, Russell
Quattlebaum, publisher of Southeast Sun and Daleville Sun
Courier in Enterprise, Ala., is using his receivership score,
readership score and purchase intention numbers to drive
new business. (CVC’s handbook, “How To Use Your CVC Audit
To Increase Revenue” provides details on using these numbers
to make advertising sales.)
“A lot of the research that CVC does, that is what helps
push customers over,” Quattlebaum said.
He has recently secured advertising contracts with both
Lowe’s and Home Depot. “If we didn’t have a CVC audit, we
wouldn’t have a chance with a lot of these big companies,”
he said. Audited circulation figures, including receivership,
readership and purchase intention, are must-haves for these
national advertisers.
The Opening in the Clouds
As in all economic downturns, some publications in the
market will fail, Appen said. He is already seeing competitors
make substantial cuts that provide opportunities for his
newspapers.
“We’re in Atlanta, and the Atlanta Journal-Constitution is
the primary big daily. They’re cutting circulation, and cutting
and combining sections,” Appen said. As they’ve done this,
calls to Appen’s editorial departments have tripled, he said
“They’ve created a vacuum for content and marketing,”
Appen said. Any time a competing publication cuts circulation
or content, according to Appen, it’s time to take stock of
your own publication and see how you can fill that void
and capture the advertising dollars that remain on the table
– especially during a time when those dollars are so hard to
come by.
 Page 6
Advertising made
simple, investing in a
bad economy
When the economy heads south 75% of U.S. com-
panies respond by cutting back, hunkering down,
and trying to "tough out" the tough times. Advertis-
ing is the first expense that gets eliminated.
There are two other advantages to aggressively ad-
vertising during economic recessions.
1) Your "share of voice" becomes multiplied as the
advertising noise reduces.
2) Your "share of mind" is often uncontested for
months at a time. During these times your more timid
competitors will fall behind and likely never catch up.
It´s a summary of the McGraw-Hill Research study of
the 1981-82 economic recession in the U.S. The study
analyzed 600 companies covering 16 different SIC
industries. Year one on this graph is 1980. Year six is
1985.
You´ll note that the aggressively competitive compa-
nies represented by the black bar had only a slight
edge over their competitors in the years leading up
to the recession. Their sales growth was in the middle
of the pack as the recession hit. But while their com-
petitors cut back in year one, or year two, or both,
they continued to invest in getting their message out.
These firms grew nicely during the recession, but the
real news happened in the two years following the
end of the economic downturn.
Two years into the recovery, the competitors who did
cut back had all stalled out at levels the aggressive
companies had blown past during the recession. By
the end of 1985 the companies that didn´t cut back
had grown a whopping 256%.
During the recessionary period 1989-1991 Kraft salad
dressings, Jiff peanut butter, Bud Lite, Coors Lite, Pizza
Hut, and Taco bell were in the aggressive group which
• • • AUGUST 2009
increased advertising expenditures. Jell-O, Crisco,
Hellman´s, Green Giant, McDonalds, and Doritos cut
back on advertising during this period. Predictably
the first group had showed growth during the re-
cession ranging from 15% to 70%. The second
group´s sales dropped 26% to 64%
During our last economic downturn, while aggres-
sive marketers such as Proctor and Gamble took ad-
vantage of reduced media rates to expand their ad-
vertising program, K-Mart decided to decrease ad-
vertising during September and October, 2001.
The result? K-Mart sales dropped a resounding 5%
during October. By late fall the company had lost far
more in sales than it had saved in marketing expense.
At least a dozen other studies ranging from 1923
through 1991 show nearly identical results. Meldrum
& Fewsmith showed in a series of six studies that, for
all post World War II recessions, those firms that kept
advertising aggressively increased profits as well as
gross sales during the recession.
It's important to remember that during a recession
consumers don´t stop buying. They become more
selective. They look much harder for "value" in their
purchases. They are going to buy from someone.
They're likely to buy from businesses that they know
and like.
Make sure they know you.
The more visible you are, the more confidant your
customers and prospects become. The more they are
reminded of your legitimacy and staying power, the
more they'll be inclined to believe you'll be there for
them tomorrow.
Remember too that during any period of economic
downturn your best customers become someone
else´s best prospects. When you stop inviting them
to do business with you, a more aggressive competi-
tor may become much more attractive.
Excerpt from "Advertising Made Simple Investing in
a Bad Economy"
By Chuck McKay From allbusiness.com.
 AUGUST 2009 • • • Page 7
Each chapter ends with suggested "action steps." I
suggest a buying a copy for every member of the ad

Book
Corner
One of the truly good guys in our business has
released a book sure to help newspaper ad
representatives sell more, service their valued clients
better, and enjoy their jobs while they're at it.
It's titled "Land Standing," authored by Brian Gay,
executive director of Midwest Free Community Papers.
The book is easy-to-read and features 52 short chapters
that deal with everything from optimizing the workday -
to how to do your homework before going after that
major account - to how to plan for you success for the
next 12 months.
staff, and using it as a training tool for the coming year.
My only criticism is that it's so darn inexpensive -
only $12.95 on Amazon.com. (or for a $2.95 per book
discount go to http://www.createspace.com/3377962
and enter discount code 26KDPHWE Createspace is
a division of Amazon.com. )
On top of that, proceeds from the book go to a charity
close to Mr. Gay's heart - Camp Courageous, a year-
round respite care and recreational facility for
individuals of all ages with disabilities located near
Monticello, Iowa. (www.campcourageous.org) His goal
is to raise $5,000 for the camp.
The book is a gem, a gift from Brian to the industry
he loves as well as Camp Courageous. To order, just
go to Amazon.com, click on books, and enter the title
Land Standing - or go to the Createspace address
noted previously for the $2.95 per book discount.
Thanks and a BIG tip of the hat to Brian Gay.

Election of Officers to be held

at Fall Conference
Officers
President Steven Silver, Yankee Pennysaver, CT 203-775-9122 steven@ctpennysaver.com
President Elect Debra Paul, Nutfield Publishing, NH 603-537-2760 dpaul@nutpub.net
Treasurer Deborah Phillips, The World, VT 802-479-2582 dphillips@vt-world.com
Member at Large Carol Toomey, Action Unlimited, MA 978-371-2442 carolaction@aol.com
Imm. Past President Ed Coats, Vermont Times, Shelburne, VT 802-985-2400 vermonttimes@gmail.com
Assoc. Member Rep. Gustave Semon, Trumbull Printing, CT 203-261-2548 gsemon@trumbullprinting.com

State Representatives
Connecticut Lisa Miksus, Shore Publishing, CT 203-245-1877 L.Miksus@shorepublishing.com
Maine (at large) Dan Buendo, Reminder Publications, MA 413-525-6662 dbuendo@reminderpublications.com
Massachusetts Cherie MacKinney, Smart Shopper, MA 508-943-5300 cmackinney@smartshopper.com
Rhode Island Peter Stevens, The Reminder, RI 401-821-2216 rireminder@aol.com
Vermont Renée Tassone, Vermont News Guide, VT 413-334-4424 rtassone@hersamacornvt.com
New Hampshire Debra Paul, Nutfield Publishing, NH 603-537-2760 dpaul@nutpub.net

BUY NEW ENGLAND Board

President Steven Silver, Yankee Pennysaver, CT 203-775-9122 steven@ctpennysaver.com
Secretary Paul Sciaraffa, ReminderNews, CT 860-875-3366 psciaraffa@aol.com
Treasurer Deborah Phillips, The World, VT 802-479-2582 dphillips@vt-world.com
Director Dan Buendo, Reminder Publications, MA 413-525-6662 dbuendo@reminderpublications.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
 Page 8
What Has PaperChain Done Lately?
In 2008 the PaperChain committee members
conducted a strategic planning meeting where it
was determined that the primary focus of PaperChain
would revert back to the initial purpose of marketing
the free paper industry.
A newly created brochure is the beginning
of our effort to provide positive and concise
marketing materials to media buyers throughout the
country. In addition to the brochure, the ad agency
has rebuilt the PaperChain.com website with a
consistent visual look and message. Take a look when
you get a chance.
We are very pleased with the first steps that
have been taken to reacquaint advertising buyers to
our growing industry. As daily newspapers continue
to see their circulation totals decline, it is all the more
important that we distinguish our industry from their
travails. We are proud of our growth and our
effectiveness in distributing our publications to more
than 65 million households throughout the United
States.
We have begun distribution of the brochures
now that the website is complete and tested for
efficiency and effectiveness. The initial use of the
brochures is in a mailing to more than 14,000 media
companies throughout the country. Tim Bingaman,
president of Circulation Verification Council (CVC),
has generously provided his media buyer mailing
list to us for this mailing.
Beginning in March the brochures will also
be distributed at four advertising trade shows to be
held throughout the year. The PaperChain trade
show booth has also been rebuilt to reflect the same
visuals and themes as the brochure and the website
so we are providing a consistent, professional image
to your potential customers.
We have much to do, but thanks to the
dedicated and capable efforts of many people
associated with PaperChain we will continue to
• • • AUGUST 2009
advance the critical and effective role that free
community publications play in the U.S. economy.
This is a difficult time, but it is also a time that provides
our industry an opportunity to help the many
struggling businesses that need the exposure that
only we can provide. We are committed to getting
that message heard.
I want to thank you for sharing the vision
that PaperChain holds. Collectively we can bring
attention to the role our industry plays in the
national media mix. For decades we have been
recognized as the leaders within our own local
advertising communities. With your continued
support and assistance we will continue to grow
our industry’s role at the national level.
As always, I will close with an invitation to
all of you. If you have any interest in working on
any of our acting committees please let me know
and we will gladly put your enthusiasm and talents
to work for the benefit of the free paper industry.
Sincerely,
Dan Holmes – PaperChain Chairman
for the entire PaperChain, LLC Committee
Dan Holmes is a former board member for
Community Papers of New England and current
director of Community Papers of New York.
The marketing initiative he speaks of was headed up
by Dan Buendo of the Reminder Publications in East
Longmeadow, Massachusetts, a current CPNE board
member and its representative to PaperChain.
Many thanks to the entire PaperChain board for their
continuing efforts to promote the free paper industry.
AUGUST 2009 • • • Page 9

New & Improved AdMall Minute

Have you noticed a new look to the AdMall Minute? We’ve made some changes to make this
daily e-mail update even better!

One big change is to Today’s Headlines. This still features all the big news from your chosen
industry, but now you can link directly to the news article instead of finding the article in
AdMall’s Hourly Trade News section!
Also new:
* A Media Sales Today feature from our daily blog for media advertising sales professionals
* Trend of the Day – a daily consumer-spending trend
* Upcoming Webinars – see what webinars are coming up – includes links for registration

The AdMall Minute has your chosen items on Locals, Majors, Automotive or Online Opportuni-
ties, Prospect of the Week for Local accounts, or Anniversary of the Week for Major accounts,
plus the Sales Tip of the Day.

Take Find It Fast to the Next Level!

Located throughout AdMall & powered by Google, both new & experienced AdMall
users benefit from using Find It Fast to produce instant advertising intelligence.

Find It Fast can dramatically reduce research time by:

* Correlating keywords to AdMall Local Account Intelligence
• Example: Enter the keyword “lasik” to quickly find the appropriate Local Account Intelli-
gence report for Ophthalmologists/Laser Eye Surgeons in your market. Then scroll down or ‘jump’
to the ‘Know Their Customers’ section of that report to find relevant links to consumer spending
and much more!
* Locating parent companies for Major/Key Accounts
• Example: Entering ‘Old Navy’ directs you to the Major Account Intelligence report for The
Gap, which also includes Banana Republic.
* Finding relevant Target Marketing Intelligence
• Example: You are looking for opportunities that tie-in to green or eco-friendly themes.
Enter the keywords ‘green OR eco’ to view a list of target marketing opportunities*. To view similar
results, click the “repeat the search with the omitted results included” link at the lower portion of
the search results page.
*Use the OR operator (caps required) to view page results containing either keyword.

Enhanced Online Advertising Intelligence Reports

Online Advertising Intelligence Reports now include exclusive data from the Ad-ology Research
Media Influence on Consumer Choice surveys. These quarterly surveys study the influence of
online and traditional media on the buying decisions of consumers. Show your clients and
prospects just how effective your online product can be!

877-4-ADMALL -- AdMall.com
Page 10 August 2009 • • •

CPNE’s Vermont Experience

September 13 & 14, 2009
Grand Summit Hotel • Mt. Snow, Vermont

Nationally renowned speakers

share their insight in dealing with
today’s challenging business climate

bne@cpne.biz PH: 877.423-6399 FAX: 860.423.6391

• • •AUGUST 2009 Page 11

Saturday, September 12 Monday, September 14

10 AM BOARD OF DIRECTORS MEETING
7 PM EARLY BIRD REGISTRATION / RECEPTION
Snacks, Cash Bar and Networking
Sunday, September 13
KEYNOTE: Tim Smith - “What Does Good Looks Like to You”
9:00 am
Susan Kremers - How to Make Money With Your On-line Product
Learn easy to use, tried & true methods to make money on the
web. Maximizing your selling potential when your product is
on-line could be the difference between succcess and failure
in the 21st century. 1:15 pm
Rob Zarilli - How to Succeed in a Tight Economy 2:45 pm
When the going gets tough . . . do you or your sales team run
and hide or adapt and persevere? Learn sales strategies &
techniques that build confidence and get sales results in a
challenging economy.
Tim Bingaman - News from CVC 9:00 am
Lynn Duval - Buy New England Session 9:30 am
Learn how to make money with the BNE Classified Ad Program.
Publishers and Sales come together in a huge
roundtable - “Trading Trade Secrets” 10 am-12 noon
Susan Kremers - Communicating Through Listening
Put your prospects, customers and employees on a pedestal
without saying a word. In this course, you'll discover the power
of effective communication through a variety of listening
concepts and techniques. 1:15 pm
Rob Zarrilli Closing Session 2:45-4:00
Building Unstoppable Self-confidence.
This powerful workshop offers a snapshot of how important
self-confidence is in every aspect of your business, personally
& professionally. Give your business the credibility you seek
to set yourself apart from your competition.

Sunday and Monday

Graphics: Kevin Slimp Sun. 1:15-4:00 pm, Mon. 9:00 am-2:45 pm
Photo editing and color correcting tips in Photoshop • Finding and fixing problems in PDF files and more
EDITORIAL: Lou Varricchio and Leslie O’Donnell Sun. 1:15-4:00 pm, Mon. 9:00 am-2:45 pm
• Why news is important for free papers • The free paper - the owner’s manual to the community;
• The difference between content and news • Staffing and the virtual newsroom.
Times are approximate

Please use the

enclosed registration form
and sign up today.
• Great Nationally-recognized speakers
• Affordable
• Enjoy a Nice Getaway while Networking
meeting with your peers.
• “There’s strength in numbers!”
 Experience 2 days with top notch speakers offering interesting and informative programs, while taking
advantage of networking, beautiful scenery and lots of fun in Mt Snow, Vermont.

TRADE SHOW:
Publishers & Sales Roundtable Our Associate Members bring added value with
”Trading Trade Secrets” information about their products, services and
programs. See what’s new in technology & training.
In this incredibly difficult environment, you’re not Don’t miss the opportunity to talk with them
alone. Jointly discuss struggles and triumphs.
Hear how your peers are reorganizing and Sunday & Monday in the Exhibit Hall
refocusing their efforts for these lean times.
Tim Smith Rob Zarrilli Kevin Slimp Susan Kremers
Keynote Speaker Speaker Graphics Marketing On-Line News

Leslie O’Donnell Lou Varricchio

Tim has delivered tailored training
programs on management skills,
customer service and sales
training to the newspaper industry
for over seven years. He has
worked in the newspaper and
print industry for over five years
starting out in Circulation, then to
a supervisory role in the
Production Department, also
working the sales side of the
business eventually becoming
Sales Manager.
Tim Smith Consulting is a
management training corporation
located in Allentown, PA.
As a motivator and trainer, Rob is
excited about having established the
top training program for sales and
leadership in the free paper industry.
“The future of the free paper industry
will only be as strong as our leadership,
and the future is now. We must identify,
develop, nurture and guide the leaders
of tomorrow so our industry can
continue to flourish in the ever-changing
business environment.”
He held a position in Tampa, at the Flyer;
and as the national sales director for
DirectHIT, a mailing advertising
company; before joining Mailbox
Publishing early in 2007 as its president.
A graduate of St. John’s University, Rob
has many sales achievements and
honors to his credit.
Editorial
Leslie O’Donnell is editor of
Nutfield Publishing’s three
news weeklies: Londonderry
Times, Nutfield News and Tri-
Town Times. Before moving
to New Hampshire in 2004,
O’Donnell was managing editor of the twice-weekly News-
Times in Newport, Oregon for 14 years. She is the winner of
numerous state, national and international awards for
writing and editing, including the Hazel Brannon Smith
Award for Editorial Excellence from the National Federation
of Press Women, and four Golden Dozen awards from the
International Society of Weekly Newspaper Editors.
The Vermont Experience
• Warm and casual is the dress
• Fun in the outdoors is the goal
Tractor-drawn wagons will take us through the maple sugar grove
and across the mountainside to enjoy the views on the way to the
corn maze for fun & prizes. Dinner will follow offering a homestyle
turkey dinner with blueberry buckle for dessert. The remainder of
the evening takes place at Vermont’s largest bonfire pit for s’mores
made with homemade fudge, music & dancing. Sunday, 4:45 pm
Editorial
Lou is an award-winning
community journalist and
managing editor of two
weeklies in Vermont
(published by New Market
Press): the Addison Eagle and
Rutland Tribune. He is an
independent radio and
television producer and his science news reports have been
broadcast nationally on PRI-Public Radio International and
PBS-TV. He is also past editor of the Emmas Free Press
(Pennsylvania) and the Cave Creek News (Arizona). He was
a NASA senior science writer and worked in public relations
in the corporate and higher-education fields. He is the author
of a new science book, “Inconstant Moon”, about the history
of lunar science and exploration.
Kevin, a recognized expert in the area
of newspaper technology, is best
known for work leading up to the
development of the PDF Remote
Printing Method. He is the Director of
the Institute of Newspaper Technology,
a training program for publishers,
designers, and technical staff persons,
and has spoken at hundreds of
regional, national and international
conferences.
Kevin is the founder of BrainCast.biz,
an online training program for
newspaper designers, as well as an
adjunct professor of The University of
Tennessee School of Journalism &
Electronic Media.
Susan Kremers is a passionate
presenter who inspires people and
organizations to fulfill their dreams and
realize their potential. In 1998 she began
her career in the newspaper industry
and created a profitable business model
for www.mcrecord.com.
As a result, she was given the
opportunity to share her success story
through seminars, workshops and
round tables across the country. On the
forefront of the World Wide Web, Susan
has spent the last 9 years formulating a
strategic marketing plan for online
newspapers, complete with special
sections and sales tools. She now owns
Newspaper Consulting Services out of
Minneapolis, MN.

CPNE’s Fall Conference is made possible by the proceeds from the Buy New England Classified Ad Network. Please support the program by selling a classified ad today!
 Page 14
In a Stormy Economy, Smart
Publishers Prepare for Better Days
Despite the black cloud of a recession overhead,
many publishers of community papers, magazines and
niche publications are focusing on the silver lining of this
economic storm. And that lining is full of opportunities
to pr epare for an eventual turnar ound and make new
sales right now.
As the economic downturn gained speed, Ray
Appen of Appen Newspapers in Alpharetta, Ga., joined
fellow publishers in cutting expenses where he could. But
Appen, like many publishers, has found himself
operating with a budget that can't bear any mor e cuts
without hurting his product. In order to attract new clients
and maintain a high number of contracts, Appen started
strategically cutting his advertising rates.
Reducing Ad Prices to Build and Maintain
Relationships
Lately, Appen has been offering a business-card-sized ad
for $10 a week with a 52-week contract. Typically, this ad
would cost $40-50 a week.
"What that does is, it lets little businesses, and
big businesses, at least put something out there that they
may not have otherwise afforded," Appen said. "It allows
them to market while spending almost no money . They
like it, and they’ve bought a lot."
Some customers are even upgrading to larger ads
at times during the 52-week period for special sales and
holidays.
The r eal strategy behind this bold move,
according to Appen, is to take this opportunity to build a
base of new r elationships with his newspapers so that
when the economy improves, his company will be poised
for growth.
"As we emerge on the other side of this economy,
we'll have all of these contracts in place and elationships
r circulation, and cutting and combining sections," Appen
that are starting to grow," he said. "We're going to be in a
really, really strong position."
Tom Aird, publisher of the Buyers Guide in
Martinsburg, W.Va., has been able to add new national
advertisers and is also running 50-percent-off specials to
keep existing advertisers in his paper.
"A lot of people will jump of f the ship because
they think you're sinking," he said. "W e've been able to
keep people in the paper."
Land New Business Now
Aird has also been able to lure new national and
regional advertisers, including Rite Aid and Pizza Hut,
through his listing in Standar d Rate and Data Service.
Media buyers are increasingly adding community papers
to their advertising buys, and all CVC-audited
• • • AUGUST 2009
publications have two listings in SRDS, a listing service used
by almost all media buyers. Read mor e about how Aird
attracted national advertisers in a separate article.
The Buyers Guide publication has also landed new
sales from ZIP code comparisons, accor ding to Aird. He
uses his CVC audit and audits from his competitors to create
a ZIP code circulation comparison. "We hand it to potential
advertisers with a map and ask, 'Do you know where your
advertising dollars are going?' That's opened up some more
business."
In addition to cr eating ZIP code comparisons,
Russell Quattlebaum, publisher of Southeast Sun and
Daleville Sun Courier in Enterprise, Ala., is using his
receivership score, readership score and purchase intention
numbers to drive new business. (CVC's handbook, "How
To Use Your CVC Audit To Incr ease Revenue" pr ovides
details on using these numbers to make advertising sales.)
"A lot of the r esearch that CVC does, that is what
helps push customers over," Quattlebaum said.
He has recently secured advertising contracts with
both Lowe's and Home Depot. "If we didn’t have a CVC
audit, we wouldn't have a chance with a lot of these big
companies," he said.Audited circulation figures, including
receivership, readership and purchase intention, are must-
haves for these national advertisers.
The Opening in the Clouds
As in all economic downturns, some publications
in the market will fail, Appen said. He is alr eady seeing
competitors make substantial cuts that pr ovide
opportunities for his newspapers.
"We're in Atlanta, and the Atlanta Journal-
Constitution is the primary big daily . They'r e cutting
said. As they've done this, calls to Appen's editorial
departments have tripled, he said.
"They've cr eated a vacuum for content and
marketing," Appen said. Any time a competing publication
cuts circulation or content, according to Appen, it's time to
take stock of your own publication and see how you can
fill that void and capture the advertising dollars that remain
on the table – especially during a time when those dollars
are so hard to come by.
Proudly display the CVC and PaperChain logos
on your masthead.
Circulation
Verification
Council
AUGUST 2009 • • • Page 15
 Page 16 • • • AUGUST 2009
Give Advertisers a Choice
Peggy was talking to me about sales. “When I first started selling advertising, I would
come up with one killer ad idea, and then build a presentation around that one concept.
Although I had some success with that approach, I felt like more of my ideas should have
been accepted. Then I bought a sweater.”

A sweater?

“That’s right,” she said. “On a day when one of my best ideas had been rejected by a client, By John Foust
I went to a store after work to buy a blue sweater. As I looked through the various sweater Raleigh, NC
styles and shades of blue, it was like one of those cartoon light bulbs switched on over my
head. I realized that people like to have choices when making a purchase.

“So I tried a little experiment with my next ad presentation. I asked our paper’s creative department to prepare two
versions of the same ad idea. Both layouts had the same copy and the same illustration, but one was vertical and
one was horizontal. When I met with the advertiser, I explained that either choice would work – it was just a matter
of deciding which ad he preferred. Our discussion was a real learning experience. He learned something about ad
copy and design. And I learned something about human nature: people appreciate the opportunity to choose.”

Peggy’s technique has helped her make more sales – and create more knowledgeable advertisers. Here are some
points to keep in mind:

1. Choice is good. “The whole idea is to give an advertiser a degree of ownership in an idea that someone else
– our creative department–– has developed,” Peggy said.”“When he or she takes ownership, there is more
enthusiasm for the idea. And we all know that an advertiser who is genuinely excited about an idea wants to see
it in print as soon as possible.”

2. Too much choice is bad. “Every now and then, I show three options,” she explained. “But most of the time, I
give people two choices. I’ve learned from experience that more than three is likely to muddy the
water.”

3. Stay away from earthshaking decisions. Don’t put an advertiser in a position of making a decision that is likely
to make or break the effectiveness of an ad. Safe choices include things like: Should the format be horizontal or
vertical? Should the second color be red or green? Should the headline be serif or sans serif?

Some things are off limits in this type of presentation. For example, don’t ask an advertiser to make an on-the-spot
choice between two entirely different positioning strategies. Strategy is an integral’– and difficult to change–– part
of the marketing process, and therefore should not be reduced to Option A vs. Option B. Likewise, certain creative
choices (photography vs. cartoon art, for instance) represent such radically different approaches that they need
careful consideration.

“I try to include a simple choice in each one of my presentations,” Peggy concluded. “It makes a big difference in my
selling.”

(c) Copyright 2008 by John Foust. All rights reserved.

E-mail John Foust for information about his training videos for ad departments: jfoust@mindspring.com
AUGUST 2009 • • • Page 17
Page 18 • • • AUGUST 2009
AUGUST 2009 • • • Page 19
Page 20 • • • AUGUST 2009
AUGUST 2009 • • • Page 21

Trumbull to supply NEW artwork for full page ad

Buy New England Classified Ad Network
700 Main Street, P.O Box 28, Willimantic, CT 06226
Toll Free 877-423-6399; Fax 860-423-6391; E-Mail: bne@fcpne.com # of Weeks to run ____________
InSERTION ORDER Start Date: __________________
NEW CUSTOMER $25 Bonus or End Date: ___________________
Buy 3, Get 1 FREE $50 Bonus Weekly rate (retail) $__________
Buy 10, Get 3 FREE x # of ads = $___________
Please fill in all information and print legibly.
Total $ ______________ (retail)
Originating Publication ________________________________

Street Address ______________________________________ BNE rate $ __________ (1/2 of retail)

Frequency:
City ________________________State ______ Zip _________
1st 13 wks 2nd 13 wks
Phone____________________ Fax _____________________
3rd 13 wks 4th 13 wks
Required Information for 1st Time Buyers*
*Salesperson (full name) _____________________________
*NEW Customer Name_______________________________ Paid by Check # ___________

*NEW Customer Company ____________________________ Charge to ❒ MC ❒ Visa ❒ Amex

Card No.
*Address ___________________________________________
___________________________
*City______________________ *State ______ *Zip ________ Exp. Date ___________

*Phone __________________
Name on Card

Ad Copy: Category: __________________________ ____________________________

(25 words)

$170.00 for 25 Words - $10.00 each add’l word as of Nov. 1, 2005 Please include payment with your ad or call BNE office.
Ads that do not conform to “Buy New England” guidelines for acceptable ad copy will be rejected by some or possibly all participating papers. Please
check the guidelines before you accept an ad for “Buy New England.” Ads must be submitted on this form. New customers must sign the BNE Terms &
Conditions. 1/07
 AUGUST 2009 • • • Page 23

Associate Call on our Associate Members when you need supplies

or services. They support us —
Members We hope you support them!
Ad2Ad Hanna Paper Recycling Multi-Ad
Full featured Classified Advertising Management Wastepaper Recycling for Printers 1720 W. Detweiller Drive
Jay Schauer • 888-696-2388 Jim Kiernam • 203-265-2644 Peoria IL 61615
718 N. Colony Road, Wallingford, CT 06492 Kassey Killey 309-690-5340
Box 232019, Encinitas, CA 92023

Ad Mall Peterson Group

Consultive Sales + Marketing Intelligence
for Maximizing Local Ad Sales
Denise Gibson • 304-863-6748
P.O. Box 31, Washington, WV 02035
www.admall.com
Bartash Printing
Cold Web Printing, Inserting, Binding, Mailing
Michael Simon, President
Duane Zoscin • 215-724-1700
5400 Grays Avenue, Philadelphia, PA 19143
www.bartash.com
Champ Direct Printing & Mailing
Direct Mail Printing: Letters, Brochures, Inserts
Terry McKeown • 203-882-8222
75 Cascade Blvd., Milford, CT
www.champdirect.com
Circulation Verification Council
Circulation Audits, Association Audits,
Readership Studies • We audit circulation
Tim Bingaman • 1-800-262-6392
P.O. Box 31523
St. Louis, MO 63131
info@cvcaudit.com
Concord Monitor Publishing
Roger Brooks • 603-224-5301
1 Monitor Drive, Concord, NH 03302
Graphic Developments, Inc
John Cardullo • 781-878-2222
70 Mayflower Drive
Hanover, MA 02339
Hamilton Circulation Supplies
Indoor/Outdoor Free Publication Racks
Kas Kasparian • 800-398-2427
520 Gould Street, Beecher, IL
www.hamiltoncirculation.com
FCPNE Newsletter Proudly Printed by
JB Multimedia
The pioneers in Page-Flip Technology®, JB
Multimedia creates CVC-approved Page-Flip
Digital Editions for publications of any size for
any web site, 100% hands-off.
Justin Gerena • 888-592-3212 x 710
P.O. Box 704, N. Bellmore, NY 11710
www.jbmultimedia.net
info@jbmultimedia.net
Kaesu, Inc.
Kaesu provides an online solution for commu-
nity publications, their communities and
advertisers.
We are at the heart of local search.
Pete Previte and Joe Nicastro
1 Old Wolfe Road, Suite 205
Budd Lake, NJ 07828 • 908-809-4784
joe@kaesu.com/pete@kaesu.com
Kidsville News Inc.
Free Monthly Children’s Publication
Bill Bowman • 910-222-6200
208 Rowan Street, Fayetteville, NC 28301
Mass Web Printing
Bob Allen • 508-832-5317
314 Washington St., Auburn, MA 01501
Metro Creative Graphics
Metro Newspaper Service, Metro Automotive
Photo Library, Metro Classified Dynamics®,
Metro Sales Spectaculars®, Holiday Advertising
Service, Metro Logos & Trademarks Library,
Metro Editorial Services, Metro ADS on
DemandTM, Metro Plus Business®
Jennifer Steiner • 1-800-223-1600
519 8th Avenue
New York, NY 10018-6506
service@metrocreativegraphics.com
www.metrocreativegraphics.com
205 Spring Hill Road
Trumbull, CT 0661
203-261-2548
Community Newspaper Consulting
John Peterson • 860-447-9198
24 Robin Lane, Oakdale, CT 06370
E-mail: consultpub@aol.com
Taradel, LLC (Print & Deliver)
Glossy Insert Printing
Jim Fitzgerald • 804-364-8444
13016 Densmore Court
Richmond, VA 23233
www.printanddeliver.com
Saltus Press
Cold-web, Sheet-fed , Digital Printing
Bindery, Mailing, Delivery Services
Karl Wohler/Rick Muhr • 508-752-5300
24 Jolma Road, Worcester, MA 01604
Saturation Mailers Coalition
Keeping the Postal Service
as an affordable distribtion option
Donna Hanbery • 612-340-9350
3725 Multifoods Tower
33 So. 6th Street, Minneapolis, MN 55402
T.C.I.
Printing Newspapers & Magazines
Steve DiCaprio • 1-508-336-6633
21 Industrial Court, Seekonk, MA 02771
Trumbull Printing
Newspapers, Shoppers, Periodicals, Catalogs,
Directories, Magazines, Inserts.
Non-heat Web Printing, Binding, Mailing, Inserting
& Shipping
Gus Semon • 203-261-2548
205 Spring Hill Road, Trumbull, CT 06611
www.trumbullprinting.com
Be sure to call
on our
Associate Members
for all the newest
information on
products
and technology.
 Classified & Display
Ad Network
P.O. Box 28, Willimantic, CT 06226

Election of Officers for 2009 - 2011 to be held

at the September Conference.
This is a listing of YOUR 2007 - 2009 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.

Community Papers of New England Board

Officers
President Ed Coats, Vermont Times, Shelburne, VT 802-985-2400 vermonttimes@gmail.com
President Elect Steven Silver, Yankee Pennysaver, CT 203-775-9122 steven@ctpennysaver.com
Treasurer Deborah Phillips, The World, VT 802-479-2582 dphillips@vt-world.com
Member at Large John Peterson, The Peterson Group 860-447-9198 consultpub@aol.com
Member at Large Carol Toomey, Action Unlimited, MA 978-371-2442 carolaction@aol.com
Imm. Past President Paul Sciaraffa, ReminderNews, CT 860-875-3366 psciaraffa@aol.com
Assoc. Member Rep. Gustave Semon, Trumbull Printing, CT 203-261-2548 gsemon@trumbullprinting.com

State Representatives
Connecticut Dan Buendo, Reminder Publications, MA 413-525-6662 dbuendo@reminderpublications.com
Maine (at large) Mitchell Shakour, Monadnock Shopper, NH 603-352-5250 mitchell@shoppernews.com
Massachusetts Liz Jusko, Reminder Publications, MA 413-206-0702 ljusko@thereminder.com
Rhode Island Peter Stevens, The Reminder, RI 401-821-2216 rireminder@aol.com
Vermont Debra Paul, Nutfield Publishing, NH 603-537-2760 dpaul@nutpub.net
New Hampshire Cherie MacKinney, Smart Shopper, MA 508-943-5300 cmackinny@smartshopper.com
National Affiliations
AFCP Rep. Paul Sciaraffa, ReminderNews, CT 860-875-3366 psciaraffa@aol.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
Coolerads Rep. John Peterson, The Peterson Group 860-447-9198 consultpub@aol.com

Buy New England Board

President Ed Coats, Vermont Times, Shelburne, VT 802-985-2400 vermonttimes@gmail.com
Secretary Steven Silver, Yankee Pennysaver, CT 203-775-9122 steven@ctpennysaver.com
Treasurer Deborah Phillips, The World, VT 802-479-2582 dphillips@vt-world.com
Director Dan Buendo, Reminder Publications, MA 413-525-6662 dbuendo@reminderpublications.com

Executive Director: Lynn Duval, P.O. Box 28, Willimantic, CT 06226

877-423-6399; E-Mail: bne@cpne.biz; Website: cpne.biz