Home' Local Media Today : November 2009 Contents Game Changing
As I write it has been about a month
since the SNA Fall Conference in Kansas
City and I still have the theme of the con-
ference ‘Changing the Game’ ringing in
Speaking of Kansas City, this was my
first visit, and I was truly impressed with
what I saw. A green city, with great restaurants, museums and parks. My hotel win-
dow looked out onto a bridge where a bronze of Winston Churchill and his wife
Clemmy sat, with the Union Jack flying next to the Stars and Stripes. Apparently,
Churchill gave his famous “Iron Curtain’ speech not far from this spot.
Back to the conference and the bag of ideas that the great team here in Toronto always
expects when I return from an SNA confer-
ence. This event offered up some interesting
and exciting ideas from modular to mobile,
citizenship journalism to behavioral market-
Len Kubas explained to attendees how mod-
ular can be made to work for you. Here in
Metroland we made the transition to modu-
lar in March of this year; at the same time we
reduced our web size from 15.5 inches to
13.5 inches. Both changes were made com-
pany-wide, across 120 newspapers, with full
co-operation and input from our sales teams.
This has been a successful move for us, and,
I think, our newspapers look better for the
change. Much of the mystery of advertising
sizes has been taken out of the process, with
the result that purchasing advertising has
been made much easier for our customers.
It’s been a win-win solution. (Check out 9
Questions with Len Kubas on page 2 to learn
more about Modular design and advertising
How to monetize mobile was the next ques-
tion capturing everyone’s attention. As we
move into this explosive new growth area,
the media landscape is changing, faster than
ever. Our newspapers, community and sub-
urban alike, are to me media incubators, test-
ing and moving into new technology and business models. (Tony Berg is a guest con-
tributor this month on the topic of monetizing mobile. See his article on page 4.)
Our part of the industry is, in most cases, smaller and nimbler than the Metro dailies
and as we share best practices we are moving toward the media house we saw and
reported on a year ago in Scandinavia. Indeed, some are already there.
If you did not attend the conference or missed one of these workshops, you can find
extensive coverage and many of the speaker presentations on the SNA website
As usual, one of the major benefits of attending the conference, in addition to the
presentations and seminars, was the access to media buyers. This was the strongest
turnout to date with almost two dozen buyers attending. They were kept very busy,
going from meeting to meeting (pre-booked with attendees) from 7:30 a.m . until
late in the day. A big thank you to all the buyers who attended in Kansas City.
Yes, the game is changing. As we embrace these changes, as always, we keep our
traditional print media in clear focus. Our newspapers allow us to invest in new
media and perform an important marketing job with all new initiatives. The one
many of us are involved with, zip2save will rely heavily on our print marketing.
This is our edge over many online only competitors and will guarantee our success.
SNA Board of Directors
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Captain Kirk, a.k.a. Jason Maly,
wins annual video contest
“There's another way to survive. Mutual
trust...and help.” So says Captain Kirk of
the Starship Enterprise.
And it would appear that Jason Maly,
Senior Product Manager, Interactive
Media at Community Newspaper
Holdings, Inc. took that quote to heart
when he wrote and produced what turned
out to be the winning submission in the
Fall Conference Video Contest.
His Star Trek inspired video had him
playing all the parts - Scotty, Bones,
Uhura and of course Captain Kirk - as
the group mitigated the emergency of
tanking revenue. The result was a very
clever depiction of a team who boldly
embraces the Internet, the new frontier,
and strange new revenue streams through
uncharacteristic partnerships like
“I would love to claim the original
thought as being my own, but it was Jack
Robb (Cnhi V.P./Revenue) who came up
with the idea of a Star Trek spoof. I
wrote the script from there. It was never
my intention to play all of the roles. I had
hoped to draft some of my friends into
the project. Once they saw the script,
however, they basically said, "You're on
I have no
Maly’s video took him top prize in the
annual video contest sponsored by SNA
in conjunctions with its’ Fall Publishers’
and Advertising Directors’ Conference.
Watch Jason Maly’s video at
“Yes, the game is
changing. As we
always, we keep
print media in
clear focus. Our
us to invest in
new media and
keting job with all
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