April 9, 2013 – Issue 15

April 9, 2013 – Issue 15

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Editor’s note: The report from the Capitol is not meant for publication in your newspaper.

After a ten day holiday break, legislators returned to St. Paul last Tuesday, and resumed formal activity on a wide variety of issues that still must be resolved before the end of the 2013 session.  The state Constitution mandates adjournment by May 20.

At the top of the legislative to-do list are the budget and tax bills.  With committee deliberations about policy bills largely completed, the principal focus of legislators will now be on fiscal issues.  House and Senate leaders have indicated that they want all committee work and floor debate on budget and tax bills finished by the end of this month.  Right now it’s not clear what specific tax proposals might emerge from this process, since the tax committees have not disclosed their bills yet.

We continue to watch several bills and proposals that remain alive for the session.  These include mortgage foreclosure legislation, the omnibus data practices bills (which contain a number of provisions of interest), the bill that would improve public access in cases where high ranking local government executives receive buy-outs, legislation modifying the public access rules for juvenile court proceedings involving older juveniles, the bill that would exempt from the Open Meeting Law certain social media exchanges among public officials, and a proposal from the Commerce Department to appropriate money that would be used to publish some limited newspaper notices relating to unclaimed private property held by the state.

Although the legislative policy committees are mostly done with their formal work, negotiations and discussions continue to occur among legislators, lobbyists, and other interested parties about all of these bills.  Some of them may end up in conference committees later in the session as well.

If you do have any questions about the status of our legislative efforts, or about any particular issue, we would be happy to answer them.  Simply let us know.


MNA is pleased to announce that it will once again partner with the Pohlad Family Foundation to offer internship grants for high-school aged interns at MNA member newspapers. Application materials are now available on the MNA website.

How the Pohlad Internship Program Works

  • You choose a high school student, age 16-19, who will work for your newspaper in any aspect of the business half-time for 10 weeks; recent high school graduates are eligible.
  • Complete an enrollment form stating that you will hire a high school intern and wish to participate in the Summer Youth Employment subsidy program. Forms will be available on the MNA website, and can by submitted by mail, fax, or email.
  • College students and relatives of newspaper staff do not qualify for this program.
  • The Pohlad Family Foundation requires that newspapers pay a portion to ensure a commitment from the participants and recommends an hourly wage of $8.00/hour for interns participating in the program.
  • The reimbursement grant is calculated like this:
    • First time interns: Member newspapers will be reimbursed for 75% of the intern’s wage, up to $1,200. For example: 20 hours per week, for 10 weeks, times $8 an hour (suggested wage) — the Pohlad Family Foundation grant will pay $6 of that $8 wage.
    • Repeat interns: Member newspapers, hiring interns for the second time, will be reimbursed for 40% of the intern’s wage, up to $640. For example: 20 hours per week, for 10 weeks, times $8 an hour (suggested wage) — the Pohlad Family Foundation grant will pay $3.20 of that $8 wage.

Questions? Interested?
Contact MNA Program Director Sarah Bauer at 800-279-2979 | 612-278-0250 or sarah@mna.org


MNI PRESENTS:  Handling the 15- 20 Most Common Objections

Friday, May 10, 2013 | $55 (early-bird registration until May 3)/$65


How often are you out on a sales call when you run in to roadblocks to closing a sale in the form of objections?  “Newspapers are dead!” exclaims your client.  “We’ve tried newspaper before, but didn’t get the response we want,” your client complains.  “I tried to run ads in your paper previously, but the salesperson never called me back,” replies your client.

This hands-on session will arm managers and sales staff with the skills to act quickly in the face of objections and present thoughtful, effective responses while out in the field.

During this all-day training session, attendees will identify and define the top 15-20 objections encountered by sales people.  Then, participants will discuss and role play the most effective solutions and responses for overcoming common objections.

Who should attend?  Advertising sales and management professionals

Presenter:  Steve Gall is a 33 year veteran of the newspaper industry. He currently serves as Director-Multimedia Sales for the Pioneer Press and twincities.com of Digital First Media.  Prior to his return to the Twin Cities area, he served as VP Advertising for the Tacoma (WA) News Tribune and the Anchorage (AK) Daily News as well as Publisher of the Vail (CO) Daily.  Previously, he served as VP Advertising for the Knight-Ridder Duluth News Tribune and VP of Sales & Marketing for Murphy McGinnis Media, an independently owned newspaper company with 17 newspapers, 7 shoppers, and an Interactive company.

More information and register online now:  http://mniadobjections.eventbrite.com


The Minnesota Newspaper Association has become an official “media association partner” with the Local Media Association, allowing MNA members to take advantage of discounted rates on a variety of great training and education opportunities!

Local Media Association is the leading resource for local news and information providers seeking innovation, education and inspiration with more than 2,200 members across North America and Canada. LMA hosts approximately 24 webinars, 6 conference events, a virtual advertising conference and many other training opportunities that you now have direct access to at a reduced cost.

One great opportunity is the affordably priced LMA Sales Certification online program. It is designed to deliver sales training in an ever-changing media environment resulting in a skilled sales professional capable of maximizing ad-revenue opportunities. This program empowers salespeople to progress from transaction-focused selling to true consultative selling, thus transforming the sales relationship into a collaboration-focused business partnership that produces dramatic, long-term and measurable sales results. For more details CLICK HERE.

This is a partnership we are very excited about and continue to work hard to make you aware of the top notch learning opportunities in the industry.

Check MNA’s event calendar for new LMA events!

NAA: The American Newspaper Media Industry Revenue Profile 2012

NAA Logo - featuredOverall, total revenue for U.S. newspapers declined by 2% in 2012 from a year earlier, according to new data compiled by the Newspaper Association of America.

In total, the U.S. newspaper media industry took in $38.6 billion in 2012 compared with $39.5 billion in revenue in 2011, according to NAA’s projections.

The numbers reveal that while advertising revenue continues to decline—down 6% in 2012—several other categories of newspaper media revenue are now growing. Circulation revenue grew 5% in 2012, while a host of new revenue sources not tied to conventional advertising and that barely existed a few years ago grew by 8%. These new revenue sources, which include such items as digital consulting for local business and e-commerce transactions, now account for close to one-in-ten dollars coming into newspaper media companies. They are significant enough in scale that NAA has begun to collect detailed data about these revenue categories and track their trajectory year-to-year for the first time.

Click here to read the full report and analysis.


Rebuild Your Core While You Reinvent Your Business Model
On April 18, from 2 to 3:30 p.m. CDT, we will host a groundbreaking webinar – “Rebuild Your Core While You Reinvent Your Business Model.” This webinar is free to LMA members and association partners.

Chris Lee
, president of Deseret Digital Media, will present the key takeaways from a recent Harvard Business Review article, “Two Routes to Resilience,” written by Clark Gilbert (CEO of Deseret Digital Media and Deseret News), Matthew Eyring and Richard N. Foster. To read the full article click here (free registration required). We encourage you to read the article before the event.Lee will dive deep into the concepts presented in the article and will showcase concrete examples. At the heart of the issue is the notion that there are two transformations underway in our industry:

  • “Transformation A” that should reposition the core business, adapting its current business model to the altered marketplace.
  • “Transformation B” that should create a separate, disruptive business to develop the innovations that will become the source of future growth.

CLICK HERE for more information and to register online now!

PUMARLO: An endorsement for newspaper endorsements

The 2012 elections are in the rearview mirror, and newly elected lawmakers have settled into their routines. For most editors and reporters, the next cycle of elections is likely out of mind.

Don’t move on so quickly. It’s routine for political commentators to rate the president after the first 100 days in office. Why not check in with local elected officials on a regular basis and, in concert, with the respective governing bodies? The strongest election coverage is not simply turned off and on. Continuing coverage, if thoughtfully planned and carried out, can enrich your coverage of local public affairs.

Checking in regularly also goes a long way toward holding elected officials accountable. Your reports will provide a solid foundation when it comes time to endorse candidates in the next election.

Continue reading…


MidwestJournalism1Registration is now open for the 2013 Midwest Journalism Conference April 12-13 at the Crowne Plaza Hotel & Suties Airport at 34th Avenue South and American Boulevard in Bloomington, Minnesota.

Go to the conference website to register.

Journalists from across the upper Midwest are invited to attend two busy days of training sessions geared toward professional development, career growth and recognition of the region’s most outstanding work. The Midwest Journalism Conference is the second-largest regional event of its kind in the country, regularly drawing more than 300 working professionals and journalism students for two intense days of seminars, awards programs and networking opportunities.

Special hotel rates are available to MJC attendees at the Crowne Plaza Hotel & Suites Airport. The Deadline to make reservations using our special rates is Tuesday, March 19, 2013.

Make your reservations online HERE or call 877-227-6963 and mention the Midwest Journalism Conference to get the group rate.

Find out more at http://midwestjournalism.com/


MNA Member Services Committee Meeting
April 12, 2013 | 10:00 AM – 11:15 AM
Minnesota Newspaper Association
12 S. 6th St., Ste. 1120, Minneapolis, MN, 55402, United States
(More Details)

MNA New Media Committee Meeting
April 12, 2013 | 11:30 AM – 1:00 PM
Minnesota Newspaper Association
12 S. 6th St., Ste. 1120, Minneapolis, MN, 55402, United States
(More Details)

MNA Advertising Committee Meeting
April 12, 2013 | 1:30 PM – 3:00 PM
Minnesota Newspaper Association
12 S. 6th St., Ste. 1120, Minneapolis, MN, 55402, United States
(More Details)

MNA Journalism Education Committee Meeting
April 24, 2013 | 10:00 AM – 11:00 AM
Minnesota Newspaper Association
12 S. 6th St., Ste. 1120, Minneapolis, MN, 55402, United States
(More Details)

MNA/MNI Board Meeting
April 25, 2013 – April 26, 2013
Minnesota Newspaper Association
12 S. 6th St., Ste. 1120, Minneapolis, MN, 55402, United States
(More Details)


MNA has a link to public notice resources on its website www.mna.org under the “Member’s Only” section. The “Public Notice Resources” link has updated talking points, ads, and other sources that can be used as a resource when writing or talking about why it is important to keep public notice in newspapers. It will also feature editorials gathered from Minnesota newspapers.

If you write a column, editorial or letter please send a copy to Lisa at MNA lisa@mna.org. We will continue to update the public notice link as we receive new columns and information.

You must be a member to visit the “Members Only” link on the MNA website. The login is case sensitive.

Username: Member
Password: Newspaper


The Mobile Marketing Association and the Interactive Advertising Bureau have joined forces to publish a new set of industry standards for mobile advertising, in a bid to streamline ad buying and selling. http://www.iab.net/mobileguidelines


In order to keep the MNA Directory and our records up-to-date, we need to hear from you. Email MNA with any changes to your phone number, address, email, fax number and key staff. Contact us at member@mna.org.


The MNA job board and member classified have been redesigned to make it easier for members to list job and “For Sale” postings. Click here to view the new MNA Member Classifieds.


Advertise in the MNA Bulletin and reach over 750 newspaper professionals each week. Options include:

  • 660×150 banner ad
  • Story Style Advertisement (like this)

Contact David Kaplan for more information at david@mna.org or click here.


Fresh house ads promoting the use of MNA advertising networks are now available for download. Let your readers know just how easy it is to reach the entire state – or specific zones based upon their need – with just one call. You can find a variety of downloadable ads here.


MNA has 343 active newspaper members, with a total circulation of 2,786,916. Of the active newspapers, only 46 do NOT participate in at least one statewide network advertising program! MNA networks provide participating members with a cost effective turn-key advertising option for their clients. Earn more revenue for your newspaper, earn more revenue for your territory, and earn personal sales bonuses also! MNA advertising networks are simple to execute and deliver proven results! For more information on how your newspaper can participate in the MDAN (Display Ad Network), MCAN (Classified Ad Network), or MINN (Interactive Newspaper Network) please contact Randy at 612-278-0225 or randy@mna.org.


A new sales bonus and incentive structure makes it more lucrative than ever for the sales staffs of MNA member newspapers to cash in and earn big bonuses for MDAN and MCAN network sales! New 2×2 advertisers = $150 bonus! New 2×4 advertisers = $300 bonus! New MCAN advertisers = $50 bonus! For all of the details on how you can earn extra cash by selling MNA Advertising Networks, please click here.


We continue to receive complaints from clients about incorrect ad creative running or insertion dates being missed. It’s crucial to provide the highest level of service to ensure our customers are confident in the value they receive from our newspapers. If you have any questions regarding insertion orders, dates, placement, or creative please contact MNA immediately for clarification. We’re here to help!

MOBILE: The Incredible Shrinking Ad

On July 1, 1941, baseball fans watching the Brooklyn Dodgers game on WNBT witnessed a breakthrough in marketing. For 10 long seconds, before the first pitch, their black-and-white screens showed a fixed image of a clock, superimposed on a map of the United States. A voice-over, from the watchmaker Bulova, intoned: “America runs on Bulova time.” It was the first official TV advertisement in U.S. history. And it was pretty lousy. As anyone who watched the Super Bowl knows, TV advertising has evolved from frozen images and voice-overs to stories so entertaining that we occasionally shush each other in order to hear them.

Read more here: http://bit.ly/12Ngcrd (Courtesy of TheAtlantic.com)

PERSPECTIVE: Customers Don’t Want Ads, They Want Conversation

It is becoming clear that the future of social marketing, and marketing in general, will be built around collaboration. Social technology has already evolved from a focus on consumer listening to broader social management platforms that help brands build and communicate with their consumers. Now, the stage is set for social tech to begin creating real value for companies through deep collaboration with consumers. Collaborative marketing will mean that marketers truly shift from marketing “at” consumers to marketing “with” consumers.

Read more here: http://bit.ly/Yznko4 (Courtesy of FastCompany.com)

ROSENBLOG: Newspaper Advertising Makes No Sense In a Non-Linear World

The Pew Research Centre’s Project for Excellence in Journalism recently revealed that as newspapers move from print to online, advertising revenues aren’t making the same transition. That is, they are not providing newspapers with the income that they need to stay in business. In 2011, according to Newspaper Association of America statistics, online advertising was up $207M across the industry compared with the year before. Print advertising, though, was down $2.1B. So the print losses were greater than the digital gains by a ratio of 10 to 1. What happened?

Read more here: http://bit.ly/12lwfcY (Courtesy of Guardian.co.uk)

THOUGHT-PROVOKING: The Pendulum Swings From Advertising to Promotions

The three most important promotion categories — discounts, coupons, and loyalty programs — are changing the way brands market themselves. Discussions about marketing often begin and end with advertising. That’s a mistake. For every dollar spent on advertising worldwide, three more are spent on promotions – and the gap is growing every year. Studies by international firms like WPP confirm that the emphasis of marketing began shifting from advertising to promotions several years ago, and that the shift continues.

Read more here: http://bit.ly/Z9Zwn3 (Courtesy of INMA.org)

DONAYRE: Stop, Collaborate and Listen…Authenticity Is Key

In my last few columns I’ve harped on a few common themes; chasing digital fads, the broken process of playing telephone, the importance of cross-functional synergies, and audience, audience, audience. While these themes ring true throughout this piece, I feel the need to highlight authenticity. Beyond the topic of disclosing endorsements and the general discourse on “native advertising,” authenticity is the result of real communication; not only between brands and their audience, but between brands and publishers.

Read more here: http://bit.ly/YzN9Fe (Courtesy of Clickz.com)

OPINION: The Single Most Important Principle in Brand Strategy Today

The start of another Mad Men season reminds me of the shift in marketing strategy that I most often discuss with colleagues and clients now, but have yet to expressly write about. What separates great brands and marketing from good, or even bad ones can be boiled down to this one thought I first heard at sxsw 2011:
Make The Customer The Hero! Seems obvious today, right? Look at our most disruptive brands today and you’ll see it as a common theme. From Apple to Coke to Facebook and Instagram. It’s more than Millennial cultural attribute, although they demand it more vocally than other consumer segments. What I see across the board is that products that position themselves as tools to make their customers more heroic in the eyes of their peers, wins.

Read more here: http://bit.ly/XnnO0v (Courtesy of iMediaConnection.com)


“Don’t stress over what could’ve been; chances are if it should’ve been, it would’ve been.” – Marc and Angel, authors of Practical Tips for Productive Living


You are a professional newspaper salesperson. Be confident when promoting your products, services and opportunities. People are attracted to individuals who exude confidence…in themselves AND the product they are selling. If you’re not confident in your product, why should your client be? Confidence will result in people liking you, trusting you, and buying from you.

Make sure that you learn every detail, every aspect of every product that you sell. Nothing deteriorates confidence faster than a salesperson who says “I don’t know.” Then again, having the courage to admit your lack of knowledge also helps to build trust; just assure your client that you will find the answer to their question and respond in a timely manner.

Confidence allows you to offer solutions, offer value, offer service, offer hope. If you know that your products provide an answer to a client’s needs, it should be your mission to ensure they have every opportunity to buy from you. Confidence gives you the mojo needed to ask for their business…to close the sale.

Note: The Sales Cycle will be on hiatus next week as I’ll be traveling, but as always please don’t hesitate to send me an email with any questions, comments or suggestions you may have.

Have a terrific week,

If there are specific topics you’d like to see discussed in a future issue of The Sales Cycle, please contact me at 612-278-0223 or dan@mna.org. You can also view The Sales Cycle archive here.

The Minnesota News Media Institute of the Minnesota Newspaper Association provides regular training opportunities for its members. Visit this section of the Bulletin each week to find information on new programs, in-person training sessions and webinars. Check out the MNA/MNI Event Calendar for a full directory of upcoming training opportunities in person, and online. Contact Program Director Sarah Bauer with any questions, comments or programming suggestions: sarah@mna.org or 612-278-0250.


Presented by Online Media Campus in Partnership with the Minnesota News Media Institute
April 11, 2013 | 1:00 pm – 2:00 pm | $35

Thanks to the Internet and 24-hour news channels, your readers are interested in national and international news. However, they want to understand better how that news impacts them. This session has tips to help you think like the smart business and cultural leaders in your community think. They know that events happening around the world can impact the local community.

Deadline to register for the $35 fee is Monday, April 8th. A$10 late registration fee begins on Tuesday, April 9th.

Click here for more information or to register


Presented by Online Media Campus in Partnership with the Minnesota News Media Institute
April 18, 2013 | 1:00 pm – 2:00 pm | $35

How, and why, should newspapers add local business storytelling to their mix of products? The simple premise is, storytelling is one of the hottest tools in corporate marketing today…for good reason. Marketers are finding traditional ads are getting such low recall scores that they’re trying everything to get engagement. The bright spot is Corporate Storytelling.

Stories are welcomed. Good stories have lasting impact. Stories can communicate brand positioning and emotion. AND…. Who has the trust of the local community when it comes to telling stories? Newspapers. Newspapers have a real opportunity to take the lead in packaging and promoting the stories of their local business community and using their products and others to spread those stories to the community.

What we’ll cover:

  • Evolution of the marketing ecosystem
  • Why stories engage the target market
  • Newspaper’s big advantage over other media
  • The magic questions to ask your advertiser
  • Distributing and selling the story

Deadline to register for the $35 fee is Monday, April 15th. A $10 late registration fee begins on Tuesday, April 16th.

Click here for more information or to register


Presented by Online Media Campus in Partnership with the Minnesota News Media Institute
May 9, 2013 | 1:00 pm – 2:00 pm | $35

In order to overcome objections effectively, you need to understand the value proposition between the newspaper and the advertiser. Advertisers view advertising as a risk — there is no guarantee they will get the results they are looking for. Reps who understand this dynamic can reassure advertisers that advertising in the newspaper is well worth their investment.

Following the techniques introduced and discussed in this webinar will help you develop grace under pressure!

Topics we will cover:

  • Viewing objections as buying signals
  • Understanding the difference between a condition and a true objection
  • Using your negotiation skills to minimize the power of the most difficult objections
  • Learning specific techniques for overcoming the most common objections

Deadline to register for the $35 fee is Monday, April 15th. A $10 late registration fee begins on Tuesday, April 16th.

Click here for more information or to register


Presented by Online Media Campus in Partnership with the Minnesota News Media Institute
Program previously held in 2012. Archive Viewing Fee: $99

The Mobile Sales Training program is designed to increase the skill sets and knowledge of advertising sales professionals, managers and anyone involved in the sales process, through a short concentrated series of webinar trainings.

  • Webinars are presented as a series and participation is expected in each program.
  • Content is focused on sales training and managing.
  • Each course is recorded to allow for better flexibility of scheduling.
  • Presenters of each course will be available for questions during webinars.
  • Each participant will be awarded a certificate of completion following the successful conclusion of the training program.

Click here for more information or to register


From finding investigative stories to interviewing to branding yourself and setting up your own business, we’ve got you covered with online training you can do at your desk. Please check out offerings – online and in-person — from the Donald W. Reynolds National Center for Business Journalism and sign.

Learn in just one hour a day with these free webinars:


The Poynter Institute’s News University serves more than 130,000 users through courses, group seminars, and Webinars, covering subjects from multimedia techniques, to writing, to reporting, and beyond.

Some interesting upcoming training events:

CLICK HERE for a complete list of upcoming training opportunities.

MNA Tradewinds2

Tiffany Krupke, a senior journalism major from Paynesville, has been selected as the 2013-2014 editor-in-chief at the University Chronicle at St. Cloud State University.  Krupke has served as a reporter and news editor at the student newspaper.  A communications studies minor,  he has completed internships at the Paynesville Press as a reporter and columnist.  A committee consisting of outgoing editor Molly Willms, KVSC general manager Jo McMullen-Boyer and Chronicle adviser Michael Vadnie agreed on the selection.  Tiffany is a two-time Pohlad intern for the Paynesville Press.