Much has transpired since our last bulletin most notably the tragic events at the World Trade Center. As ha been expressed in the pages we produce every day at our respective papers, life in this country, as we know it, changed on September 11th. While every American was affected by this disaster, for obvious reasons, the impact was greatest in New York State. Having talked to many of you around the state it is obvious that our industry has played an important role in addressing the event and the challenges left in its aftermath. Whether it was setting up funds for victims, sending staff to help with the cleanup efforts or reporting the details connected with the story, it is clear that the New York newspapers have stepped up to the plate to help the public deal with the situation. It seems clear that our job of getting the news out to people has never been more important than it is today.
While compared to Sept. 11 most other events seem a bit more trivial I can't let this letter go by without mentioning the Yankees. While I know that potentially half of you are not necessarily Yankee fans, I'm confident that most of us were rallying around New York during the series. Despite the fact that they didn't come home with the win, they definitely added some excitement to the last couple of weeks. One good thing about the series ending is that our fearless treasurer and #1 pinstripe's fan can finally get back to a normal sleeping pattern. Those late starts and extra inning games definitely left some of us bleary eyed. Right Billy?
on the association front we had a great carrier day in Lake George. Elinor Mostert of the Times Union in Albany did a fantastic job with the planning and even ordered us a picture perfect weather day for the cruise on the lake. All had a great time and you can peruse the details inside. The officers, directors and committee chairs are all hard at work with regular responsibilities and planning has begun for the upcoming conference at the Lake Placid Hilton. Lake Placid consistently ranks among your favorite sites for the conference and the planning committee is hard at work putting together a strong program to go with this great location. More details to come. In the meantime....
Happy Fall!
Sincerely,
By Robert Brinkmann
VP and Counsel, Postal and Regulatory Affairs
Newspaper Association of America
Reprinted from TechNews
A recent TechNews article ("Dr. Strangeroute," September/October 2001, p. 6) says that total market coverage has been a difficult tactic for newspapers... "Few have survived the growing pains." I think that is just wrong.
NAA's 1997 postal survey showed that 88 percent of all daily newspapers have a non-subscriber advertising program, and indeed over 20 percent distribute more than one product per week. Many smaller papers, including weeklies, have had successful TMC's for over 15 years. That movement has grown, not shrunk in recent years. I regularly attend the meetings of the Newspaper Target Marketing Coalition, which consists of 23 newspapers in the top 50 markets. All of them have robust TMC programs, and many are developing more profitable solo mail programs as well.
Newspaper TMCs have been one of the biggest sources of new growth for the U.S. Postal Service in recent years. Some, such as the Chicago Tribune and The Atlanta Journal-Constitution, are the biggest mailers in their local areas. Most of the others are among the top three or four. The article was on the mark about The Boston Globe's joint direct-mail agreement with Advo, except that the point wasn't emphasized that it's the Globe that is going to do the product and mailing, not Advo.
The 2001
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RCAnderson Associates Inc.
RCANDERSON ASSOCIATES INC. ANNOUNCES PERSONNEL CHANGES.
Pittsford, NY, September 5, 2001. Ronald C. Anderson, President of RCAnderson
Associates Inc., is proud to announce two key personnel changes.
Roger Scalzo, previously Associate Editor of the Circulation Idea Service and currently Marketing Director for the company has been promoted to Vice President of the company and Editor of the CIS. Ron Anderson, who had been its Editor for fifteen years, continues as Publisher and Columnist. Scalzo has also been elected to the company's Board of Directors.
Richard L. Randles, of Larkspur, CA, President of Anderson, Randles & Associates, a newspaper circulation management consulting and training firm, has also been elected to the Board of Directors of RCAnderson Associates Inc.
"These moves are an important part of our ensuring the successful continuation of our fifteen year old company as I prepare for retirement in 2003," Anderson said.
RCAnderson Associates Inc. is a publishing company which serves the newspaper industry with ideas, information and products focusing on circulation and Newspaper In Education programs.
Ronald C. Anderson
P.O. Box 300
Pittsford, NY 14534
(716) 248-5385
The Fall Training seminar was held November 7th in Albany, Lou Saccocio, Chairperson of Training and Circulation Director for the Times Union hosted the event. The speakers were: Don Waterman, Corporate Director of Circulation for the Ottaway Newspapers and Barbara Zanella, Single Copy Major Accounts Manager for the Times Union. We were sorry to hear that Tom Dunn from the New York Post could not attend due to illness.
Lou and his staff welcomed everyone that attended with a great gift pack, and came supplied with giveaways to get the group involved and active...Thank you Albany!! We also enjoyed a very nice ice cream break in the afternoon, compliments of Mike Moskowitz, PDI Plastics.
Barb Zanella opened the program showcasing Albany's "Successful Partnership Program." She illustrated the phases involved to acquire programs and partnerships with major accounts. She discussed each step involved to secure a program. Her points included; corporate approval and proposals, gaining position with the accounts, profiling the customer, relationship building and maintenance (corporate), racks, position, promotions and results. Barb shared valuable information in detail as well as bringing many display racks to show the group the promotion and signage.
Don Waterman came prepared with an information-packed presentation. His agenda included; retail sales planning and budgeting, and operational best practices. He reviewed this from A to Z covering; the starting point, target, plans, goals, locations, while also discussing; returns, collections, draw management, delivery and recovery. Don didn't miss a single-copy beat while later on in the presentation covering; Dealer Relationships, Merchandising/Partnerships, and Promotions. He showed the group a very informative NAA video on "Innovative Sales Ideas" as well as single copy slide show reviewing the "Good, Bad and Ugly" in positions, signage, vending machines etc. Thanks go to Don for providing the group with a folder full of information that included; many examples of proposals, promotional ads, dealer and store signage, updated S/C statistics, and specific retail program proposals.
Lunch was provided compliments of the NYSCMA and allowed a valuable opportunity for all participants to network and share ideas and information.
Lou and his group helped to facilitate a nice "Hot Ideas Session" in the afternoon. Many helpful ideas were passed around and discussed. A raffle ended the seminar, which was a nice send off for the participants. Thanks Lou and Elinor for an exciting, informative and timely seminar...just as promised!
