Home' Local Media Today : February 2009 Contents 10
From Jim Maxwell
As community newspapers we are
faced with many of the same econom-
ic challenges metro dailies are facing,
however we are better positioned to
weather the storm, and capitalize on
the opportunities that changes in our
industry and changes in our economy
are providing us.
Because of our size, we are more nim-
ble and can adapt more quickly to ini-
tiate changes within our organizations
to respond to the swiftly changing
economy. In the fall of 2008 when
fuel prices peaked, we were able to
switch home delivery of several of our
publications from motor routes to
same day mail. The cost savings were
and continue to be significant. This
delivery change was achieved in a
very short period of time allowing for
maximum savings. This type of move
at larger publishing companies most
likely would have taken months to
review, discuss and execute.
This year a number of our publica-
tions are also reducing the number of
days we publish a print edition. We
are filling this void by pushing con-
tent, readers, and advertisers to our
websites. We are expanding our online
and mobile products. Text messaging
and mobile are beginning to gain trac-
tion in all of our markets where we
have launched. Providing our unique
local content across multiple platforms
continues to be our best opportunity to
expand and grow our local franchise.
We are identifying synergies both
within markets and in adjacent mar-
kets. We are eliminating redundancies
and maximizing our resources.
One of Rust Communication’s key
strengths is our local publishers. Our
publishers are entrepreneurs who are
very independent, autonomous and
smart. They know their markets better
than anyone and we rely heavily on
their judgment. Each market is
unique. Each publisher determines the
revenue and expense initiatives that
best fit their market and operation to
meet their goals and objectives. We
don1t mandate sweeping ‘cookie-cut-
ter’ changes to our publications
Community newspapers are like bat-
tleships quick to respond to challenges
and opportunities. Metros are like air-
craft carriers, slow and extremely vul-
nerable. Someone once told me that it
takes an aircraft carrier 10 miles to
turn-around. We feel we can turn on a
The year ahead is going to be a chal-
lenge. With the right attitude, vision
and execution we feel that we can
hold our own, and when the economy
changes for the better we will be posi-
tioned to exploit opportunities to max-
imize our business.
Why Community Newspapers
Remain Industry Bright Spot
Rust Communications publishes
20 daily and 33 weekly
newspapers in eight states.
US Airways Taps LPM
LocalPoint Media’s newest client
LocalPoint Media had a
fantastic month in
January and is off to a
great start in 2009. One of the success stories for
the month was an insertion order from US Airways.
"The sale to US Airways can be directly attributed
to the quick thinking of Jeff McEvoy, Major
Account Advertiser Director at GateHouse Media
New England", said Cindy Hefley, COO of
LocalPoint Media. "Jeff called me to let me know
about a warm weather getaway section that they
were running. I immediately forwarded the informa-
tion to US Airways and then secured an in-person
meeting. Jeff was able to provide a lot of follow up
information such as duplication numbers and demo-
graphics and we were able to close the sale."
All SNA members are encouraged to alert Hefley
and her team of any special sections that target the
14 categories represented by LocalPoint Media (the
full list is available at www.localpointmedia.com).
Please also forward leads from the competition.
Know that the LPM team will make these top priority.
Hefley had called on US Air for more than a year,
providing them with information on many of their
target markets. This reinforces the fact that nation-
al sales take much longer to close but patience and
persistence does pay off. Hefley is now providing
additional proposals for other markets and is hope-
ful that more insertion orders are pending.(Cindy
Hefley is reached at 520 743-7259 or
Stays within budgets.
Works well with others,
including small, medium or
large publications looking
to optimize delivery routes,
expand their footprints, or
outsource their entire
Your readers. Your subscribers. They’re vital to your
business. PCF makes sure they get their paper every day.
Efficiently. Reliably. Let us handle delivery while you
pursue the future.
Call 1-877-PCF-6668 to learn more or visit us at www.pcfcorp.com.
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