1. business and industrial
2. advertising and marketing
3. advertising

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SAPAToday
Advancing the free paper industry by providing resources for success and venues for sharing ideas.
THE MONTHLY NEWSLETTER FOR THE FREE PAPER INDUSTRY
Board of Directors
The leadership of SAPA is
in good hands. The board
of directors, director, and
assistant are listed with
contact information.
Page 3
How To Create Response Advertising
John Foust shows us how
to create advertising that
gets results.
Page 3
Conference Schedule
Join SAPA and IFPA in
the Music City, Nashville,
Tennessee on September
23 - 25, 2010. Plan now
to attend this Megevent!
Page 9
MARCH 2010
Success is a Journey
In this article Joe gives us
all some life lessons that
build a philosophy that
helps us and our clients.
Page 5
Is Your Sales Force
Ethical?
Landy Chase of
Charlotte, NC questions whether or nor our
salespeople deliver.
Page 7
Stamp Tax Issues At
The Postal Service
Donna Hanberry with
the Saturation Mailers
Coalition keeps us up-todate on legislation that
could change the way we
mail.
Page 10
Southeastern
Publishers
Advertising
Association
How To Overcome: “My
Ad’s Not Working!”
By Jenae Rubin
AVOID CANCELLATIONS
BECAUSE ADS AREN’T
WORKING
This month’s tip will help you if you
have a good publication. If your paper has a mission, solid content, good
distribution and circulation, read on
for how to overcome cancellations
because ads aren’t working.
According to Drip Marketing, Cahner’s Advertising Research Reports and
many other research reports, in order
for advertising to work (in most cas-
Most people need to see ads numerous times before they respond to
them, and you need to share this information with your prospects. Use
research you have to show that after
seven insertions, ad effectiveness increases 350% and after 17 views, it
es), you MUST have frequency. Often goes up to 631%.
advertisers expect immediate results
SELL WHAT WORKS
from their ads, and then blame your
product when they do not see sales
Don’t accept 1x ads! It wouldn’t even
increase. Here’s how to handle this
be considered for television, radio or
dilemma:
a host of other media, so don’t even
BEFORE YOU START “SELLING” ALLOW it for print! I know this is a
scary approach – you’d rather have
Find out what their expectations are. something than nothing.
This way you will be able to avert this
potential problem. When the time Unfortunately this self-centered stratis right (preferably before signing an egy usually results in advertisers not
insertion order), “teach” them how renewing or continuing anyway, so
advertising works and move their ex- you’re cutting your nose to spite your
face. Try telling them something like,
pectations to the reasonable.
continued on page 2
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How To Overcome: “My
Ad’s Not Working!”
“I don’t want to take your money
once. In order for you to be satisfied,
you have to run at least three (or sixyou choose the number) times. If you
are not ready to commit to this, I’d
rather you give your money to another company and be unhappy with
them.”
I promise you will get a LOT more
business refusing 1x than you will ac-
signed! This is why it’s so important
to approach the sale from the proper
vantage point in the first place.
If you’re having trouble with one-time
sales not renewing, try this strategy.
continued from page 1 You’ve got nothing to lose and everycepting them. More people will trust thing to gain.
you and sign up right away for 3x and
6x AND you will have 3x and 6x orders instead of the 1x’ers that do not People are your most valuable
asset. Only people can be made to
renew.
appreciate in value.
WHEN THE DREADED
Get around the right people.
CANCELLATION CALL COMES
Associate with positive, goalNow you have to do what you should oriented people who encourage
have done before the contract was and inspire you.
Brian Tracy
Learn how to be happy with what
you have while you pursue all that
you want.
Jim Rohn
What is your overall satisfaction with
Nowata Printing Company?
PALIGO+(;(CONSULTING
100
80
60
2009
F
2008
2007
40
S
G
We’ve been asking our customers the same
question—and we’re real happy with the
feedback. It’s loyalty like this that is helping
us become the most complete resource for
shoppers, newspapers, inserts, flyers, and
catalogs, in the midwest. Give us a call to see
how our numbers can help improve yours.
Ryan Paligo
7YLZPKLU[
200 Kimberly Drive
Columbia, TN 38401
931.334.1757
paligo@mac.com
20
8 8 8 - N o w a t a 1
www.NowataPrinting.com
0
Very Satisfied
Satisfied
Neutral
Dissatisfied
** Source: 2009 Customer Satisfaction Survey
8 8 8 - N o w a t a 1
www.NowataPrinting.com
Harrison, AR
|
Nowata, OK
|
Springfield, MO
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Leadership
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Slidell, LA
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Respect
is the key
determinant
of highperformance
leadership.
How much
people
respect you
determines
how well they
perform.
Brian Tracy
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Fayetteville, TN
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How To Create
Response
Advertising
By John Foust, Raleigh, NC
In general terms, there are two types of advertising: Image and Response.
Image advertising is designed to create – and maintain – the personality of
a brand in the marketplace. The objective of an image campaign is to give
consumers a good feeling about an advertiser, and help them remember that
company when they make future buying decisions.
On the other hand, response
advertising tells consumers, “Buy
now,” instead of, “Remember us
when you’re ready to buy.” There
is a sense of urgency in response
advertising.
Both types of advertising belong in
your marketing toolbox. However,
when times are tough – and
when advertisers are demanding
immediate results – it is wise to
focus your attention on response
advertising. Here are two key points
to keep in mind:
continued on page 4
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1. Make an offer. In the first
“Godfather” movie, Marlon Brando’s
Don Corleone character said, “I’m
gonna make him an offer he can’t
refuse.” Although that line had
nothing to do with advertising, it is
worth remembering when creating a
response campaign.
To put it simply, an offer is an
incentive to take immediate action.
It is a deliberate effort to turn passive
readers into active participants in the
marketing process.
I know of a men’s clothing retailer
that is ringing up big profits in spite
of a difficult economy by frequently
selling upscale merchandise at
bargain prices. Most of the inventory
is discounted for these sales, but at
least one item serves as an irresistible
offer – $295 cashmere sweaters for
$69, for example. This cashmere
sweater is known as a loss leader, an
item which is sold at a loss to attract
shoppers.
Some advertisers like to offer special
pricing (early bird specials, coupons,
multiple-purchase
discounts).
Others rely on giveaways to generate
business (free market analysis, free
sample, free installation). And others
have found success with special
events (celebrity appearances,
contests, new product introductions).
An offer should have an expiration
date. If consumers think they can
take advantage of the offer whenever
they want, there will be no feeling of
urgency. You want them to buy now,
not later.
Scarcity is a powerful way to create
urgency. If you are selling a finite
inventory (real estate, for example),
let your target audience know that
selection will never be better than
right now.
2. Test and measure. How will you
know which offer will produce the
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W W W. S A P A T O D AY . C O M
maximum response? The only way
to find out is to conduct tests.
A business might run a “buy one,
get one free” coupon during one
sales cycle, then follow it up with a
“half price” coupon (both represent
virtually the same benefit to
consumers). A real estate developer
might run the same headline and
copy – but different photographs –
in separate test ads. A car dealership
might feature different incentives in
back-to-back ads.
The purpose of testing is to measure
response from each ad, so you can
tweak your approach for the next
round. Eventually, you will get a
good feel for what works best.
It’s all about getting results.
(c) Copyright 2009 by John Foust. All
rights reserved. E-mail John Foust for
information about his training videos
for ad departments: jfoust@mindspring.
com
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Success Is
A Journey
my success engine and focus on the results. I had a reason, besides my paycheck,
to get up in the morning. I was excited
and motivated every time I thought about
advertising, so I went back to school to
study marketing. I was on my way to attaining the skills required for the advertising profession.
by Joe Bonura
DESTINATION + WILL = FUTURE
SHOULD’A, COULD’A,
WOULD’A
There is no such thing as should’a, could’a,
would’a. What you do now is significant!
The only thing between you and the success that you were born to experience is
YOU. As the cartoon character Pogo said,
“We have met the enemy and he is us.”
Actually, change that to, “I have met the
enemy, and he is ME.”
I WILL
In his book, Lonely on the Mountain, Louis L’Amour writes, “There are two kinds of
people in this world: those who wish, and
those who will.” Those who wish don’t
seem to get anywhere. It is those who will
who begin and then accomplish. Do you
have the wish to succeed, or the will to
succeed?
I was married at
19 years old, and
my goal or destiny was to take home a
paycheck each week. Every week I would
look to see if the i’s were dotted and the
t’s were crossed on my paycheck. I had no
other destiny but to make a living and pay
the bills. So that is exactly what I spent
my time doing—earning enough money
to get by.
WAKE UP AND SUCCEED
Driving to work one morning, I heard
Earl Nightingale on the radio. He said that
I could have, be, or do anything I wanted
in life if I knew what that anything was.
Until then, I had no goal, so he motivated
me to consider a profession that excited
me.
YAHOO!
Setting further goals, I wrote on paper my
commitment to open an advertising agency by the time I was thirty years old. I was
twenty-nine years and nine months old
when I opened Bon Advertising Agency
that became the second largest advertising agency in the state— all because I had
a destination and a will.
THE QUESTIONS WILL GIVE
YOU THE ANSWER
You can do the same thing once you
know your goal and your Yahoo factor.
Those are the two powerful questions
you will answer in your lifetime. Most
people don’t succeed because they don’t
set goals. Write these two questions on
a three-by-five card and carry them with
you for the next thirty days:
What do I see myself having, being, or doI was fascinated with advertising, so I re- ing ten years from now?
WHERE THERE IS A WILL,
searched the subject in the library. The
THERE IS A WAY
more that I read, the more excited that I What is my Yahoo factor?
became. I had discovered my Yahoo facIf you have the will to succeed, this may
WE BECOME WHAT WE THINK
tor.
motivate you toward your destiny. And
ABOUT
what is your destiny? If you do not know When I flew solo in an airplane for the
where you are going, it is impossible to first time, and when the plane touched I saw myself owning an advertising agenget there. Another way to say it is, if you down on the runway, my exhilaration in cy, living in a nice home, driving a nice
do not know where you are going, you completing the task was a resounding yell car, sending my kids to college, and having money to help others in need. Every
have already arrived.
of “Yahoo!”
time I thought about the outcomes, my
GETTING BY, OR GETTING
A REASON TO GET OUT OF BED subconscious mind would say, “Yahoo!”
AHEAD
Once I had a destination, I could turn on
continued on page 6
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Success Is
A Journey
ENJOY THE JOURNEY
Success is a journey, not a destination.
When I was 16 years old, my sister and
her husband took me on a trip from New
Orleans to Sacramento. When the trip
started, I was very excited about visiting
Sacramento, but I did not realize how
much fun I would have along the way.
We stopped at The Alamo, The Grand
Canyon, Carlsbad Caverns, The Painted
Desert, and I can still remember Flagstaff,
Arizona, where I had the best Mexican
food I have ever eaten.
DO WHAT YOU LOVE, AND YOU
WILL LOVE WHAT YOU DO
continued from page 5
The same thing was true about my journey to open my advertising agency. I
started out with the goal in mind, but it
was the journey that I really enjoyed. I
worked in media sales; I was an ad manager with General Electric; I became a
vice president at an advertising agency—
all before opening my own agency. The
journey was incredible.
BLOOM WHERE YOU ARE
PLANTED
You can also bloom where you are planted. Maybe now is the time to ask yourself
why you are in the career you are in. Do
you remember the thrill of your first day
on the job? Why not rekindle that excite-
in·san·i·ty
ment for what you do? A job will only
give back to you what you put into the
job. Read some books on your industry.
Consider your profession from the standpoint of what you do for your customers,
and imagine their lives without your services. Yell “Yahoo!” every time you get in
the car after making a sale.
IT’S THE REAL THING
If you can’t get excited about what you
do, move over and allow someone else,
who would love to have your job, to take
your position. Then get a job doing something you really enjoy doing—something
that will make you say “Yahoo!” every
morning when you get out of bed. Your
life on earth is not a dress rehearsal—it is
the real thing.
© 2009 Joe Bonura & Associates, Inc.
Joe Bonura & Associates, Inc. Website:
www.bonura.com, 407 Landis Lakes
Court, Louisville, KY 40245, (800) 4443340 toll free. E-mail: sales@bonura.com
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So why do you keep spending
too much for your ad building?
Complete Graphic Design Services
with fast turnaround, superb creativity, low cost
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Is Your Sales
Force Ethical?
ture telephone calls, which I would call a
step in the right direction.
What about your sales team? Do your
people sell in an ethical manner? Here
are 7 ethically challenging situations that
perfectly acceptable
by Landy Chase
most sales people find themselves in.
way
to
get
his
call
reSeveral weeks ago I received a telephone
What would you do? And, by the examcall on my voice mail. It was from a per- turned, as it certainly did accomplish this ple you set as a manager, what would your
son (we’ll call him Fred) whose name I objective.
people do?
didn’t recognize. Fred’s message to me So he got through. Congratulations, Fred. (1) A customer asks you why your prodsure sounded important. In an urgent Let me tell you what happened next to uct or service is better than your competitone of voice, he said, “It is extremely im- our clever salesman.
tor’s. Do you resist the temptation to say
portant that you call me back as soon as “Fred”, I replied, “there is no need for you negative things about your competition?
possible. My number is --------. I will be to continue, as I could never consider
(2) You can sell an expensive option that
expecting your call!”
buying from you.”
is more than is needed, or recommend
Fred didn’t include any information on Fred’s smooth delivery suddenly hit major a better fit that costs the customer less
what the call was regarding.
turbulence. “And why is that?” he asked.
money. Do you go with the lower-cost
Concerned, I immediately returned “Because,” I replied, “you deliberately recommendation?
Fred’s call. When Fred answered the misled me. You misrepresented the na- (3) The delivery of a customer’s order is
phone, he thanked me for returning the ture of your call to me, and essentially lied going to be late. Do you call them to let
call and immediately began a sales pitch to me about why you were calling. There- them know, or do you hold your breath
on a product his company offered.
fore, you have shown me that I cannot and see if they complain?
Now, some of you managers reading this
article may think that Fred’s tactic is very
clever. You may have attended the same
sales training seminar that Fred did, and
you may also think that tricking me into
thinking that the call was urgent was a
trust you, and consequently we will not (4) You mistakenly get a lead in another
be doing business together.”
sales person’s territory. Do you turn it
Poor Fred had difficulty handling this ob- over, or do you write up the order yourjection. So much so that I seriously doubt self?
that Fred will continue this tactic in fucontinued on page 8
David C. Zeh
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Based in Charlotte, North Carolina, Landy
Chase, MBA, CSP is an expert who specializes in speaking to corporations and associations on advanced professional sales,
marketing and sales management skills. For
more information, visit his website at www.
landychase.com or call (800)370-8026.
Is Your Sales Force
Ethical?
continued from page 7
5) A customer wants to know if you can ness trip to get additional cash?
get an order filled by a certain date. You All of us find ourselves in situations
have reason to think that it will not be where we can take financial advantage
possible to meet their needs, yet you want of our customers, our employer, and our
the sale. Do you tell them your concern, peers. My question to you is what amount Express your admiration for the
traits, possessions or accomplishor do you say “no problem?”
of money is your integrity worth?
ments of your customers. Little
6) Your customer is due for a price in- People don’t just buy from people they
things mean a lot.
crease, and you are hesitant to bring up know. They buy from people that they
Brian Tracy
the issue. Do you discuss it with them, respect. As a sales manager, if you behave
or just bill them at the new rate and see if in an ethical business manner at all times,
I find it fascinating that most people
they complain?
you will find that your sales people will plan their vacations with better care
7) You are filling out a business expense follow your example, and success will than they do their lives. Perhaps
report for meals, transportation, etc. You come from the reputation that your orga- that is because escape is easier than
have some blank receipts that you’ve col- nization builds in the marketplace.
change.
lected from non-related personal expens- If you don’t, you will always, sooner or
Jim Rohn
es. Do you turn in these “phony” receipts later, pay the consequences.
for items that weren’t part of your busi-
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Conference Schedules
held at the Westin La Paloma Resort
and Spa in Tucson, Arizona April 2224, 2010. AFCP is proud to bring you
Kmh]j ;gf^]j]f[] K]hl& *+%*-$ been there before. You’ll sample some of to The Westin La Paloma in beautiful
Tucson, Arizona. With all the amenities
*()(2 Plan now for a great conference the best the South has to offer as well
that surround you, this will be one of
in 2010. IFPA will join with SAPA in as an educational, entertaining, and
their best conferences yet. They will end
Nashville, Tennessee at the beautiful exciting schedule of events. Now, more
the conference with an open mic session
Hilton Downtown. We selected a hotel than ever, you’ll benefit from attending
for publishers and managers to discuss
right in the heart of downtown, located this upcoming conference. Call Douglas
things they learned at the conference
next to the Country Music Hall of Fry at 1-800-334-0649 for more info.
and share ideas that are working in their
Fame. You will experience the energetic,
markets. Go to www.afcp.org for more
unique nightlife as well as a trip to the Lj]Ykmj]AfLm[kgf%9hjad**%*,$
information.
Gaylord Opryland Hotel if you haven’t *()(2 The 2010 conference will be
Announcing the all QHZ Recas.com
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800.348.6485, ext. 5324
Exceeding Expectations
working with you every step of the way
We truly believe in a partnership and this begins before
your job ever enters our plant. We offer consultation on
file preparation and design needs such as color balance,
photo retouching, etc.
This service is free of charge and offered at any time.
partnership
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rExpert Consulting
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the Postal Service was part of the Federal
Government.
Stamp Tax Issues
At the USPS
by Donna Hanbery
STAMP TAX IDENTIFIED AS
NUMBER ONE ISSUE FACING
MAILERS
Each year the Postal Service is required
to pay over $7 billion into the Federal
Treasury to fund current and future
retiree health benefits. In reports issued
by the Office of Inspector General (OIG),
the Postal Regulatory Commission
(PRC), and the Hay Group, these annual
payments have been found excessive or
unjustified. When mailers compute the
amount of their postal payments required
to help fund this debt, the total equals a
“stamp tax” of over 7% built into the postal
rates mailers are paying today and will
need to pay in the future.
The issue of the retiree health funding
has been identified as the number one
issue facing the Postal Service and postal
stakeholders.
On January 28, 2010, PostCom convened
a Leadership Summit where PostCom
members and association representatives
were invited to come together to discuss
the top issues facing the Postal Service.
The list of participants read like an alphabet
soup of mailers with representatives from
bankers, business catalog mailers, parcel
shippers, DMA, advertising distributors,
* This over pay ment has f ully or
substantially satisfied the Postal Service’s
retiree health costs obligations.
printers, envelope manufacturers,
individual mailers, SMC and others.
The number one issue topping everyone’s
list of top five concerns was the pre-funding
of postal retiree health costs. During, and
after, the meeting association leaders
discussed the importance of taking this
issue to the Hill and developing materials
that can be used in communications with
the nation’s postal policy makers.
The momentum to take action on this
issue was continued by PostCom in its
February Board meeting. The Board
of Directors unanimously passed this
resolution to stop the stamp tax:
PostCom should propose and pursue a
permanent correction and elimination of
the annual USPS Retiree Health Benefit
payment. The OIG report, Hay and PRC
reports all document that postal payers
have been overcharged. The annual health
cost payment is pushing the USPS to cut
services and shift costs to ratepayers when
it is not necessary. It is a stamp tax on
postal payers. PostCom should urge its
members and other postal associations
and stakeholders to ask Congress to:
* Recognize that the USPS and ratepayers
have overpaid the Federal Treasury for
postal pension obligations that arose then
* Congress should stop this stamp tax
by recalculating the over-funding of
the pension obligations and reduce or
eliminate the annual retiree health cost
payment.
The impact of the stamp tax on the Postal
Service’s health and future was a topic
for discussion in a public forum meeting
conducted in late February by the Postal
Regulatory Commission and in comments
filed with the Commission in proceedings
considering the Postal Service’s annual
compliance report.
On February 23, 2010, the Saturation
Mailers Coalition filed comments with
the PRC that described the financial
stability of the Postal Service as the most
critical issue facing the Postal Service,
the Commission, mail users and postal
workers. The comments stressed that with
the exception of 2009, where the recession
induced a decline in postal volumes and
revenues, the Postal Service’s financial
problems and hemorrhaging was caused
by the “mammoth obligations imposed
on it for the funding of retiree benefits
a staggering $7 billion annually.” SMC
describes the Postal Service’s financial
woes as “result of legacy costs inequitably
imposed on the Postal Service and its
continued on page 10
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.
Justin Gerena, President, Director of Sales
p: 888.592.3212 x710
e: justin@jbmultimedia.net
Southeastern Advertising Publishers Association (931) 490-0400
(931) 490-0488 fax
10
VISIT
US
ratepayers, resulting in a huge overfunding
of retiree obligations that is a tax that has
undermined the efficacy of the Postal
Service as a communications medium
and brought it to the brink of insolvency.”
AT
W W W. S A P A T O D AY . C O M
the Postal Reform Act to inform and
educate Congress about of the status of
the postal system and the Commission’s
assessment of the rationality and impact
of these excessive funding obligations.
to maintain the postal system as a vital
national communications medium.
Hopefully, the PRC will add its important
voice to the voice of industry leaders in
shedding light on the “stamp tax” and
SMC urged the Commission to thoroughly Although the Commission cannot make asking that the Postal Service and postal
review the issue of over-funding of the or change the law, the Commission could ratepayers be relieved from this unjust and
Postal Service’s pension and retiree health make recommendations for legislative inequitable burden.
obligations and to use its authority under reform to correct the overfunding in order
March
PaperChain
Report
Janelle Anderson, Executive Director of Wisconsin Community
Papers, is the new Public Service chairperson and is working
closely with the March of Dimes to promote various walks across
the country. Janelle came up with an outstanding idea to gain
member support and help the March of Dimes as well. Her idea
was to get all the associations to agree on running a 25-word ad
in the association’s classified network. With all the associations’
support the total combined circulation of all the networks is
62,700,000. That is correct - almost 63 million. Janelle then
asked the associations to provide what the actual cost would be
if a person were to place a 25-word ad in each individual paper.
The total value for the ad to run in 62.7 million papers across the
country is $27,310.05. If we use the CVC national average of
1.75 readers per paper the total readership will be 109,730,000.
this we will secure a statement about the impact our efforts
have made in 2010. This information will be used to promote
the value of all the classified networks. While the above cost of
$27,310 represents the actual value by placing an ad in each paper
individually, the cost to place an ad through one of the networks
is extremely low for the actual value.
PaperChain will hold a strategic planning session in conjunction
with the IFPA/SAPA conference in September. Since so many
on the PaperChain Committee will be attending the conference,
the executive committee of PaperChain decided to help the
various associations save costs and have the planning session
after the conference.
When you attend the AFCP conference in April, please stop by
the PaperChain booth and check your SRDS listings on one of
several computers that we will have set up. There will be someone
at the booth from the PaperChain committee to help you log on
and to answer any questions you may have. This is just one of
the benefits your paper enjoys by belonging to PaperChain. It is
PaperChain will be able to promote the March of Dimes in extremely important that you have correct information in your
the various classified networks and receive credit for the cost SRDS listing. That is how a media buyer learns how to contact
of those ads as our commitment to the March of Dimes. From you. After all, it is your money!
Of all the “Attitudes” we can
The only place success
acquire, surely the attitude of
comes before work is in the
gratitude is the most important dictionary.
and by far the most lifeVince Lombardi
changing.
Zig Ziglar
Southeastern Advertising Publishers Association (931) 490-0400
When you choose to be
pleasant and positive in the
way you treat others, you have
also chosen, in most cases, how
you are going to be treated by
others.
Zig Ziglar
(931) 490-0488 fax
11
VISIT
US
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W W W. S A P A T O D AY . C O M
RHYTHM IN THE MUSIC CITY
IFPA & SAPA
HILTON HOTEL, DOWNTOWN NASHVILLE, TENNESSEE
JOINT CONFERENCE
Sept. 23-25
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Southeastern Advertising Publishers Association (931) 490-0400
(931) 490-0488 fax
12