Home' Local Media Today : March 2009 Contents An Official Publication of
Suburban Newspapers of America
Suburban Publisher is published by SNA, the only
non-profit trade association in North America that
specifically represents the needs and interests of
suburban and community newspapers.
Mission: SNA supports the community
newspaper industry and related local online
media through leadership, education,
innovation, promotion, research and the
advancement of high standards.
116 Cass Street Traverse City, MI 49684
SNA OFFICERS & DIRECTORS
Chairman of the Board
Stephen W. Parker
Recorder Community Newspapers
First Vice Chairwoman
Metroland Media Group Ltd.
Second Vice Chairman
Arizona Daily Star
Jon K. Rust
Holden Landmark Corporation
Immediate Past Chairman
Community Newspaper Holdings Inc .
Antelope Valley Press
American Community Newspapers LLC
Review Publishing Ltd Partnership
East Bay Newspapers
Sound Publishing Inc.
Shaw Suburban Media
843-390 -1531; firstname.lastname@example.org
Vice President of Operations
SNA Foundation Executive Director
Classifed Avenue Director of Sales
Advertising & Membership Relations Director
Information Technology Director
Sales & Marketing Manager
Classified Avenue Marketing Manager
Kim Cole 610-345-0795 email@example.com
Suburban Publisher Editor
Deb Shaw 610-793 -2474; firstname.lastname@example.org
e-mail to email@example.com
Operations Manager, Bonnie Pitozzi
Accounting & Finance Director, Janice Norman
Membership Manager, Valerie Donn
Database Marketing Director, Clara Cherry
Communications Director, Tonya Ratajczak
Admin Asst Classified Avenue, Beth Leman
recent SNA conference about a cost sav-
ings mechanism for free weekly publica-
tions, having to do with a postal system
delivery method called “periodical
requester mail.” Can you briefly
describe what that is?
Periodical Requester is a class of mail
within the USPS, which allows satura-
tion (Free) community newspapers the
ability to use the discounted Periodical
rates. Publications must meet USPS
guidelines to qualify.
#2You said that you made this
switch when you were affiliated
with weekly papers in New England.
How much did you save?
We saw between a 30% - 40% cost sav-
#3What kind of market is this best
Community oriented, high home owner-
ship, non-transient areas are best suited
for a Periodical Requester publication.
#4How many requestors do you
have to have to qualify for the
A minimum of 50% +1, however it is
best to accumulate as many requesters as
#5What’s the most effective way to
Use of the newspaper and direct mail,
however we deployed an entire market-
ing plan, which we refined over the
years to employ as many tools to attain
signatures as possible.
#6Can readers sign the requestors
Yes, assuming the publication collects
required USPS information. Ask your
#7How often do you have to re-
request them from your market?
Requests are valid for three years.
#8How long does the conversion
Anywhere from three months to a year.
#9What are the paging and content
A publication must contain locally pro-
duced news content, and advertising
must not make up more than 75% of the
publication. Be careful, this includes cir-
#10Who do you start with in the
post office to initiate the con-
version to this approach?
Usually the bulk mail clerk or postmas-
ter. But do your homework first!
Answers to more questions
can be found at
Ryan Duques is reached at
For Ryan Duques
Topic: Saving Money at the Post Office
This contest recognizes 18
different categories of
excellence and innovation.
SNA’s 2009 Local Community Web Site
Contest is underway - does your com-
munity Web site have what it takes to
qualify as the Web Site of the Year or
does it perhaps showcase the Best Social
Media Initiative in North America?
Contest categories are divided among
dailies and non-dailies with further
breakouts based on circulation.
Eighteen categories will recognize
excellence in a variety of topics includ-
ing Best Local Community Initiative,
Best Site Architecture and Overall
Design, Best Advertising Initiative, Best
Use of Multimedia and much more.
New Categories This Year
New categories for this year include
Best Blog Initiatives, Best Video
Initiative and Best Web/Print
And don’t forget to nominate your
favorite candidate for Local Web Site
Innovator of the Year. Honorees of the
award will have greatly improved their
company’s Web site through innovation,
risk taking, use of new technology and
Contest specifics and online entry form
are found at www.suburban-news.org.
This year’s panel of
judges will include digital con-
sultants and other leaders in the
newspaper online publishing
world. Winners will be recog-
nized at the SNA/E&P
Interactive Conference, May 5,
2009, at The Astor Crowne
Plaza Hotel, New Orleans, LA.
Conference details on page 11.
Questions should be directed to
SNA hq at (888) 486-2466 or
via e-mail at sna@suburban-
SNA 2009 Local Community Web Site Contest
Web Site Contest Deadlines March 13
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