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After 40 years we have a new name! Local
Media Association takes over this month
and we couldn’t be more excited.
On January 19-20 our board will meet
for two days for a strategic planning ses-
sion. This is something that we have been
doing for nearly ten years now and these
meetings always produce great results.
(Thanks to our board for paying their own
travel costs to attend!)
This year we will pay particular attention
to the comments that we received during
the name change vote. SNA members
overwhelmingly supported the name
change (5:1 margin) and provided so
many thoughtful comments during the
process. As we work on priorities for 2012
and beyond, we will seek guidance from
the input that was shared with us.
We know that some members wanted
to see the words “news” or “newspapers”
in the new name. Even some that voted
yes made those comments as well. While
the word “newspapers” didn’t have much
support from the large committee that was
tasked to work on the name change, the
word “news” did generate a lot of healthy
debate. In the end the group thought that
this would cause confusion and could
sound like a journalism organization
(reporters) rather than one that focuses
on the advertising and business side. This
doesn’t mean that we don’t serve editors
or the editorial side of our business. We do
(our editorial contest is by far our largest
and most successful). It’s just that our core
programming is on the business side.
We understand that serving the needs
of community newspapers is extremely
important to our members as well as the
digital products that they represent. We
will keep that top of mind as we embark
on the board retreat.
We will once again tackle the issue of
digital or online-only publications. Our
current bylaws require members to pub-
lish a printed newspaper. While the vast
majority of state press associations have
changed their bylaws to include online-
only pubs, we have not. That is not to
say that prior boards have not supported
this change – in fact they all have. It’s just
that we have always had other and bigger
priorities such as launching the recent
sales certification program. We don’t have
online-only publications knocking down
our door for membership either. In fact,
only one or two have ever inquired over
the past five years.
Still, our own members are developing
online-only publications and some have
converted print products to online-only.
We need to find a way to serve this segment
while still focusing on our core audience
of local newspaper publishers and their
many related digital products.
We invite feedback from all members.
Please share your thoughts by emailing or
calling board chair Jon Rust (jrust@semis-
sourian.com) or me (nancylanesna@aol.
com). Our goal is to be the most innovative
and cutting edge trade association that
you belong to. We want to be the ones
that you turn to for information on the
latest trends in the industry. At the same
time, we want to be respectful of our print
heritage (still accounting for 90+% of our
industry’s revenue). Your input is vital
during this exciting time. Please take a
few minutes to share.
Finally, I want to give a final nod to
our old name – Suburban Newspapers of
America. This name has served us well for
40 years. It has a stellar reputation in the
industry and a history of innovation. My
promise to the membership is to make the
new name mean even more than the old
one. This means doing all the great things
that we have always done and much more.
SNA – we will make you proud; we will
never forget your strong legacy. Here’s to
an awesome 2012!
Dynamic strategies, forward thinking
initiatives and cutting edge solutions are
just some of the benefits that Local Media
Innovation Alliance members are receiving.
Have you enrolled yet?
The LMIA is designed specifically to
help media companies put innovation
on the fast track by identifying promising
trends in their earliest stages and providing
the real-time tools to capitalize on these
opportunities. Through extensive white
paper reports, expertly conducted webi-
nars and thorough case studies, members
are learning the latest intelligence to turn
concepts into practices. Some goals for the
Alliance’s 2012 exploration are:
New and sustainable business models
in the digital age
Monetizing the digital side of the busi-
New content strategies
Promising new trends in all areas of
Mobile, tablets, and more
This new “research club” provides a
detailed report each month which focuses
on the most successful case studies in
existence. December report: Creating an
In-House Digital Agency (1 main case
study + 3 side studies); January report:
Monetizing Mobile (3 case studies identi-
fied by Borrell Associates). Go to www.
suburban-news.org to sign up or contact
Tanya Henderson at 804-262-3341 or tanya.
firstname.lastname@example.org for more
Join the Local Media
Resolution for 2012:
New year –
We understand that serving
the needs of community
newspapers is extremely
important to our members as
well as the digital products
that they represent.
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