Home' Local Media Today : April 2008 Contents 6
By Tanya Henderson
Director of Conferences
& Member Relations
I’m thrilled that the rest of the world
has caught on to how important maps
are. The trends started with MapQuest,
Google and Yahoo allowing us to get
from one place to another (for anyone
who travels a lot...how did we live
without them?). Then came GPS in our
vehicles allowing a friendly voice to
guide us to our destination. And now the
technology folks are at it again with
more advanced mapping techniques
with unbelievable aerial views allowing
you to find your house...from space!
I’ve always loved maps...(I’m part cre-
ative and part analytical which is kind
of a strange combination)....but I’m not
the only one. Our advertisers LOVE
maps, and you should too. Maps can
help you explain your case visually and
help you find holes and opportunities in
your strategic plans.
Years ago, mapping was not for the
faint of heart. I remember having ana-
lysts that would spend time learning
layers of mapping technology. Today,
with resources limited, we don’t have
the luxury to hire these specialists and
those people are hard to find.
Now you have basic mapping programs
that allow you to do a lot of tasks very
simply. Why maps are important to
Territories – Mapping allows you to
carve out geographical territories for
your reps or for your products. Having a
visual representation of boundaries can
help you understand your market and
where to make changes in prospecting
for your sales reps.
Prospects – If you have business data,
you can easily map the businesses in
your market. Say you want to map all
restaurants or all hospitals. That also
helps with building of territories and
Presentations – Advertisers love to see
their locations mapped as well as com-
petitors. They also like to see your dis-
Circulation Routes – Speaking of dis-
tribution areas, we all know in
Circulation that having maps is critical
in developing distribution strategies,
changing/adding/splitting routes, etc.
Yard Sales, Dining Guides and Real
Estate – Your online operations are
probably taking advantage of this tech-
nology. If not, you are missing the boat.
News Department – Mapping pro-
grams can help newsrooms be more
visual with graphics to aid story telling.
Monica Bartling, President of
Marketing Solutions Group just gave a
fantastic presentation in Hershey at
SNA’s One-Day Symposium and
Workshop with America East which
included mapping and prospecting tools.
If you didn’t get a chance to attend
Hershey, we’ll be having a follow-up
conference call for the Retail Alliance
Group on Friday, May 23 at 3:00 EST.
So, if you haven’t bought a mapping
program yet, put that on your list for
2008. It can be an inexpensive invest-
ment that can be a shared resource for
all departments of your newspaper.
Contact Tanya Henderson at tanya.hen-
firstname.lastname@example.org or 888-
486-2466. She’s available to help you
brainstorm initiatives and also wel-
comes feedback to her columns.
The Electronic Highway:
Mapping has come of age
Upcoming Retail Alliance
Free to members!
April 18 , 3PM Eastern- – Great Ideas
for Niche Products - Come to the
call prepared to share your idea and
you could win cash prizes!
May 23 – 3PM Eastern - Territories
and Prospecting – Learn how news-
papers are developing their territo-
ries and planning for new business
June 20 – 3PM Eastern - Research
and Presentations – This session will
focus on research and what’s impor-
tant in presentations.
Enhanced Web &
Circulation will more than
quadruple with combo paid
and free distribution
Late this spring The Capital Times of Madison, WI
(part of Lee Enterprises) will dramatically enhance
its Internet site as well as alter its print frequency
from six days to two days per week to address
changing habits of afternoon newspaper readers.
Publisher Clayton Frink said the newspaper’s
online site, captimes.com, will feature increased
volume, depth and timeliness of news, opinion and
other information. He said the printed edition of the
newspaper will expand its distribution by about five
times and switch from six-day publication to two
weekly tabloid-size editions.
Beginning April 30, the news and opinion edition
of The Capital Times will be published on Wednesdays. It will be distributed with
home-delivered Wisconsin State Journal subscriptions throughout and just beyond
Dane County and offered free throughout the Madison area in newspaper racks. It
will offer in-depth news and public affairs stories as well as the newspaper’s high-
ly regarded opinion and commentary content, Frink said.
The Capital Times will also produce a weekly arts, entertainment and culture sec-
tion that will be distributed on Thursdays with the Wisconsin State Journal and
offered free in newspaper racks in the Madison area. It will replace the current
Rhythm publication, which is co-produced with the State Journal and appears in
With its new distribution, The Capital Times will have a circulation of more than
80,000. Current circulation is 17,072. The date of final daily publication is
Saturday, April 26.
It was also announced that Paul Fanlund has become editor of The Capital Times,
having been executive editor since August 2006. “We believe our plan to combine
an outstanding news and information web site with in-depth, magazine-style
weekly tabloids is on the mark for the future,” Fanlund said. “This move is vital
to ensuring the long-term relevance of the Cap Times.”
“The Capital Times has
been a progressive
media voice in Madison
for 90 years, and this
move allows us to pre-
serve that legacy and,
in fact, reach far more
people than ever
Don’t Protect The Brand -
Good line from Walt Disney Company’s Bob
Iger at the recent McGraw-Hill Media Summit
in New York. He has shifted from protecting the
brand to projecting the brand.
Asked what’s the trick for an old-media
company to get it, Iger responded, “Hire
He says you need people who look at technol-
ogy as a friend not a foe, not talking
about challenges and fragmentation.
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