Home' Local Media Today : June 2009 Contents JUNE 2009
Taking you beyond local
After listening to the SNA “Mobile
Strategies” webinar live from the
SNA/E&P Interactive Conference in New
Orleans, I was struck by some key points
that were mentioned.
Equip your newspaper to take the
reader with you (Mark Briggs, author
of Journalism 2.0, and CEO of Serra
Media). I found that to be a really pro-
found statement. Newspapers now have
the ability to make pictures move. In the
old days, TV was king in terms of the
visual. Today, we can take the reader to
new and interesting places just by invest-
ing a little.
Here are four sites that Briggs men-
Twitter – for texting
Qik – for video
Utterli – for audio
Cover it Live – for blogging of events
You can venture outside of your
footprint. (Tim Repsher, Director of
Mobile Product, Media General). Mobile
allows you to reach outside of the tradi-
tional local footprint for newspapers.
How does this affect your strategies for
distribution? Distribution has new mean-
ing today. We’re not bound by the con-
fines of a printed product and delivering
it to a specific local geography. This is
new thinking because with mobile, there
are no boundaries.
Coupons have a higher return then
direct mail and at a lower cost of
acquisition. (Tim Repsher). Repsher
also mentions that the reason this may be
is because of the most prime of position-
ing - with mobile, there’s only one ad
shown on your cell phone at a time. He
mentioned that the click through rate with
their mobile banners is 10 times higher
than the Web site.
Cell phones provide a natural per-
mission-only environment. (Ivan
Braiker, CEO of mobile marketing firm
HipCricket). I think permission-only pro-
grams really haven’t gotten enough atten-
tion. There are many successful advertis-
ing and circulation programs happening
when nonsubscribers opt-in to receiving
inserts, newspaper samples....the same is
true with mobile. And, you have less
spam than traditional email and more
opportunities for content-specific delivery
based on interest.
Mobile means even more new lingo
to learn. (Wendy Barnes, Director of
Online Advertising at Gatehouse Media).
It’s a new world out there and sales reps
need to be trained and be excited about it.
We need to speak the same language.
They need to understand short codes and
key words and all the jargon that comes
along with mobile. Start with basic pack-
ages and work your way to more complex
Advertising & Membership
San Juan County
Historical Society takes
Nonprofit agency to operate
Silverton weekly for now
By GARY HARMON
The Grand Junction Daily Sentinel
Silverton’s weekly newspaper is at once
the oldest on the Western Slope and the
one furthest ahead into the brave new
world of journalism.
The Silverton Standard & The Miner
now is owned by the nonprofit San Juan
County Historical Society, which hopes
to operate it until a new owner can be
“I believe we’re at the front of this”
effort to find new business models as
newspapers look for ways to survive,
Editor Mark Esper said.
The historical society took over the
newspaper, which distributes 1,000
copies a week to the town of 500, which
is perched at more than 9,000 feet high
in the Rockies.
The Standard has grown its subscrip-
tions by 11 percent over the past two
Got A Great Leader?
Dean Lesher Award Nominations Invited Now
he Dean S. Lesher Award has recognized
outstanding leadership in the suburban
and community newspaper industry since
1982 when the award was first bestowed
upon its namesake. Since then, SNA has
honored a single individual each year
that represents the ‘best of the best’ qualities in a news-
paper company leader. Now is the time to nominate
your leader who is deserving of this most prestigious
Company size is not significant. What is, however, is a
pioneering leader who pushes bravely into trying new
iniatives; who exemplifies the positive attributes of an
all around great leader; who provides not just company
guidance but is also actively involved in civic and com-
munity endeavors; and, who is considered an asset to
the media industry through contributions in areas relat-
ing to suburban/community newspaper publishing
and/or through service to SNA.
If your company leader has these attributes, take the
time now to make a nomination on his or her behalf.
There are so many worthy individuals and the only way
to recognize them is for someone to take the important
first step of nominating them.
Jack Robb, Chairman of the Lesher Nominating
Committee and Vice President/Revenue for CNHI, is
accepting nominations through June 30.
Nomination forms and related information can be
Murray Skinner, left, led Metroland Media Group for many
years with keen intellect and a charismatic personality. He’s
shown here being congratulated by Harrison Cochran, past
SNA Chairman of the Board and Publisher of Aurora
Publishing Co., after receiving the 2008 Dean Lesher Award.
Mrs. Skinner is in the foreground.
About the 2008 winner....
“Murray has the magical
quality of making everyone
he touches perform and
feel better, creating a
culture of optimism
Torstar President Rob Prichard
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