Category Archives: Publication Profiles

MediaBytes- The Art-to-Art Palette

The Art-to-Art Palette began publishing in October 1988 as the national spokes media for Art-to-Art: Building Friendships Through Art 1986-2006, an Ohio-based k-12 national art education program. In the latter part of 2003, the Art-to-Art Palette began incorporating news and features on those within its founding grassroots of Western Ohio and Eastern Indiana. Ben Rayman, editorial director, responded to Mediabids’ questions.

 

(MB) Five years from now what role will publications like yours serve? For example, some people predict a complete migration to the web for many types of publications, do you?
(AAP) The Art-to-Art Palette will continue to serve the Arts and Educational communities and will stay on its present print and electronic course. 

(MB) What sort of measures has your publication put in place to either conserve costs or boost revenue?

 


(AAP) The Art-to-Art Palette has published at various cycles over the years: monthly, bi-monthly, bi-and tri-annually, quarterly, and now it goes to an annual to coincide with its editorial format, being, a cross between a journal, a major county seat newspaper and a ‘Who’s Who’ style of reporting among its various Sections; Cover, Main, Paint Box, Bugle, Storybook, Back Porch and its various departments. Go to www.arttoartpalette.com – the Contents pages for recent print edition can be downloaded or you can get a "feel" of its journey at "About Us."

(MB)Looking forward to 2009, do you have any significant changes in store for the new year?

 


(AAP)Yes, and this involves print as well as electronic. The recent print edition just spun off its "Artist Marketplace Section" to the Art-to-Art Marketplace Guide, a separate publication which is also a "supplement" to the Art-to-Art Palette. The ‘Guide’ cycle probably won’t change until 2010 to a bi-annual. What the latter does is open up the Art-to-Art Palette in a way to expand its Editorial Public Service Program to non-profits or non-profit venues. Electronic will be adding a few more departments, such as, those interested strictly in poetry. The last objective is to open up its electronic pages to advertising which will consist of banner displays at the bottom of the page as well as top of the page – interested advertisers can receive placement of their banner at the bottom of the page for a flat fee of $31.00 which will run 30 days and be linked to their site. The Board has selected Mediabids to be its chosen regional and national ‘advertising representative’  because I want to see if they can not only ‘walk the talk." Of course, I do not have any crystal ball, but I am projecting pages/folders access will reach 80k in 2009. Currently, it is running about half.

(MB) What was your most successful advertising initiative in the past 12 months?

 


(AAP) Well, I thought it would be Mediabids, however will see what develops with the electronic program in 2009.

(MB)Do you have tips for other publications about the best way to integrate print and web sales?

 


(AAP) Package the promotion.

(MB) How does your publication hire and, even more important, retain top sales personnel?

 


(AAP) It doesn’t – it prefers only co-partnership associations, with those entities that provide advertising representation to a variety of consumers. For example some of their clients may want to target a specific type of readership publication, and then others, who produce products or venues revolving around those in the Arts and Educational communities. Regardless, advertising is a vital aspect for all businesses and if I was a manufacturer of artist brushes, paper etc or wine, cheese, gift baskets or an educational institution – I would direct my marketing funds in publications that have "shelf life" and let my advertising knock on the doors of those whose passion is to become an artist or an educator.

 

 

 

 


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MediaBytes – The Traders Guide

The
Traders Guide
, based in Western Pennsylvania, is the region’s premier classified advertising publication for vehicles,
merchandise, businesses and services. A new issue of The Traders Guide is published on Wednesdays. Sue Shank, General Manager of The Traders Guide, answered Mediabids’ questions. 

 

(MB) Five
years from now what role will publications like yours serve? For example, some
people predict a complete migration to the web for many types of publications, do you? 

(TG) Our area will be one of the
last in the world to give up reading print. Our population is primarily over
55, and many of those are not interested in computer or online at all.


(MB) What sort of measures has your
publication put in place to either conserve costs or boost revenue?
(TG) We have
cut out unnessary purchases, use scrap paper for notepads, monitor closely all
our normal expenses. Our revenues  continue to grow due the varied
products we can offer our advertisers, including online affordable
opportunities.


(MB) Looking forward to 2009, do you have
any significant changes in store for the new year
?
(TG) I
intend to tighten up on the discipline.


(MB) What was your most successful
advertising initiative in the past 12 months?

(TG) Honoring
911 victims.


(MB) Do you have tips for other
publications about the best way to integrate print and web sales
?
(TG) I
think we’re all experimenting to find what path our particular publications
will be successful in. You just don’t know till you try!


(MB) How does your publication hire and,
even more important, retain top sales personnel?

(TG) Our
outside sales team have 15-17 years each with our company. We grew this
business together and we shared in the decisions we made along the way. Our
inside sales department is younger, with younger people, and those with
children to raise. It is important for them to earn decent money, and we
provide a satisfactory wage that increases with each person’s success. This has
proven to  keep good people in our company.

 

MediaBytes – The Seguin Daily News

 

The Seguin Daily News is a free, tabloid-style daily news magazine that is published every business day in Seguin, Texas.  General Manager Hal Widsten answered Mediabids’ questions.

(MB) Five years from now what role will publications like yours
serve? For example, some people predict a complete migration to the web for
many types of publications. Do you? 

(SDN)I don’t believe that print
publications will ever completely disappear, but I do believe that if they are
to survive they must decide who they’re going to serve and stop trying to be
everything to everyone.  Our approach is a highly local focus.  We’re
in the San Antonio
metro, 40 miles East of SA, and we let the San Antonio Express News handle all
the National and International news, commentary, opinion, comics, TV programs,
etc.  We are only interested in what happens in our city first and our
county second.  There are plenty of outlets, both print and electronic for
all that other stuff, but we’re the only publication covering our local city
council meetings, county court meetings, band concerts, school news, etc. 
I believe that type of specialization is where papers are headed. On
the Internet side, for at least the next 10 years I don’t think any newspaper
can expect to bring in the same revenues from a website that is generated by
selling ads on a printed page.   

(MB)What sort of measures has your
publication put in place to either conserve costs or boost revenue?

(SDN) We’re trying to do both.  We
are now in the midst of a complete redesign of the Daily News to maximize the
use of every square inch we print.  Since we began, our sales
philosophy has been to sell long term advertising.  Our entire rate card
is set up to reward the long-term advertiser and punish the short-term
people.  We have always had ads on the bottom of our front page and we are
working to devise ways to integrate ads into editorial space where they will be
seen by greater numbers of people, but at the same time not detract from the
editorial copy.

(MB)Looking forward to 2009, do you have
any significant changes in store for the new year?

(SDN)We had
originally planned our redesign for next year, but we’re doing it sooner due to
the increasing costs of paper, ink and delivery.

(MB) What was your most successful
advertising initiative in the past 12 months?

We managed to keep the paper sold
out, or within a percentage point or two of being sold out for the first half
of the year.  We publish the same number of pages each day and do not
increase or decrease the size of the paper based on ad space.


(MB) Do you have tips for other
publications about the best way to integrate print and web sales?

(SDN) I believe we all need to talk
with our readers and audiences about what they want from our web pages, rather
than listening to consultants tell us what they think we should have.  Our
"Football Central" part of www.seguintoday.com 
came from a member of our local booster club who suggested we take the weekly
football program we did in past years and put it on the internet.  It has
been a financial and readership success.


(MB) How does your publication hire and,
even more important, retain top sales personnel?

(SDN) We’re in a small market.  It
is our challenge to find very talented people who are just at the beginning of
their careers and help them to get started in both the Radio and Newspaper
business.  On the Radio side we have been very successful with this
approach and have "graduated" a number of people into larger market
situations.  We’re still working on that on the print side. 

MediaBytes – Full Throttle Magazine

 Full Throttle Magazine is a free monthly motorcycle magazine celebrating its 12th anniversary this month. Full  Throttle is for the motorcycle enthusiast. Editor Tony Cianci responded to Mediabids’ questions.
 

(MB) Five years from now what role will publications like yours serve? For example, some people predict a complete migration to the web for many types of publications. Do you? 

 


(FTM) I see us increasing our coverage in the state of Florida more than we are now. Motorcycle riders are not the computer geniuses we all wish they were. So the printed word is how they get their info, especially since we are a free publication that covers almost the entire state now. We are already online with our magazine, but I would like our website to be more user friendly. We will always be printed and distributed, but we also will be viewed online as we are now.

(MB) What sort of measures has your publication put in place to either conserve costs or boost revenue? 

 


(FTM) To conserve costs we stopped distributing magazines in small, hole-in-the-wall locations. We placed one bundle of books here, and one bundle of books there. When we moved to locations that go through thousands of books per month, it makes a difference. Almost all the Harley-Davidson stores in the state carry our publication, but they ran out of it around the 20th of the month, so we bumped the number distributed and they now have enough to last the month at all major traffic locations.

(MB) Looking forward to 2009, do you have any significant changes in store for the new year? 

 


(FTM) Yes, sell more ads, and not always full page ads. Not everyone can afford big money ads, but almost every business can spend $100 a month on advertising. Ad revenue is how we stay a free publication.  

(MB) What was your most successful advertising initiative in the past 12 months? 

 


(FTM) Higher commission rates for sales people we sell a 12-month contract and they pay in full for the year.

 



(MB) Do you have tips for other publications about the best way to integrate print and web sales? 

 


(FTM) I would like to have some of those tips as well….. 

(MB) How does your publication hire and, even more important, retain top sales personnel? 

 


(FTM) Anyone who rides a motorcycle can be a rep for Full Throttle Magazine. Sell a ad to your friend who owns a company and I will pay you commission, not to mention the fact you are helping out your friends business. If I have 50 reps and they all sell two ads each, that 100 ads, and everyone gets the same commission rate. Salary positions are available to reps who prove themselves for over a year (12 months). If you have an average you sell each month and get new ads each month also, you can possible go on salary with bonuses after 1 year.


MediaBytes – Osprey Observer Newspapers

  Osprey Observer Newspapers are direct-mailed community newspapers in the Brandon, FL area. Publisher Marie Gilmore responded to the questions below. 

 (MB) Five years from now what role will publications like yours serve?
For example, some people predict a complete migration to the web for many types
of publications, do you?

(OON) Being a direct-mailed,
small-town-focus community newspaper, I predict that we will continue to have a
print version strongly complemented by an actively updated website. We are like a cup
of coffee, good news welcome for many of our readers and that is read cover to
cover.


(MB) What sort of measures has your
publication put in place to either conserve costs or boost
revenue?

(OON) We
are being conservative in our expansion, have frozen salaries and bonuses and will
not replace anyone who leaves, except sales. We are looking to boost revenue by
becoming more effective with our follow up and retention of current clients and
in building new ones. We have to work a little harder to maintain.


(MB)Looking forward to 2009, do you
have any significant changes in store for the new
year?

(OON) For
2009, I think we will continue to become more effective with what we are doing
and will continue to use the www.ospreyobserver.com website to
complement our efforts.


(MB) What was your most successful
advertising initiative in the past 12
months?

(OON) We
initiated a Shop Local campaign with stories and links on our website to
encourage readers to utilitize local businesses. It has brought new attention to
our newspaper and has gotten people talking.


(MB) Do you have tips for other
publications about the best way to integrate print and web
sales?

(OON)Web
sales are tough. Do you charge by the impression, the click or the position? We
are using website banner positions as a complement to the print campaign and
still working out the kinks. Advice is always welcome!


(MB) How does your publication hire and – even more important – retain top sales personnel?

(OON) We only hire part-time staff to start who must prove
themselves and work their way into a full-time position. For those with
confidence, it doesn’t take long to move up and we ease them into the work
environment. We are also very flexible and understand that staff want to put
family first and be able to be their own bosses. I put out expectations and
then allow the sales staff to achieve them.


Finally, a question for our readers from Ms. Gilmore:

I am
looking for the most cost-effective and efficient way to publish our entire
publication online in a ready to read format. I want to take our pdfs and upload
them easily…I have heard of subscription services but would love some
advice.

 

MediaBytes – Los Angeles Newsweek

Los Angeles Newsweek is a weekly, Fil-Asian American newspaper circulated in California. Sam Azurel, the Publisher, was nice enough to provide us with further insight into his publication.

(MB) How did your publication start, and who are your readers?
(LAN) Los Angeles Newsweek is an Asian-American publication that started in February 2004. I must say we had some humble beginnings, from only two people as founders — me as publisher and my friend, Margie Ramos as editor-in-chief — until we grew into a strong and talented, 20-abled staff, in addition to off and on news contributors, freelance photographers and account managers. And I am proud that despite the existing economic downturn affecting all publications, we maintain our quality of journalism and bring the latest news from the Philippines, Asia and America. Our readers, comprised of Asian-American communities, so far have been loyal to our publication since its birth four years ago. And to tell you honestly, they are still getting larger in numbers the longer we are in the business. Our publication is distributed all over Los Angeles County and Las Vegas. We also make special distribution arrangements when an advertiser who is out of our areas of distribution makes a specific request for circulation.

(MB)  How has the web impacted your circulation?
(LAN) Our website www.lanewsweek.net is one of the greatest assets we have in maintaining our ranks as one of the leading newspapers in the Asian-American community. Through our website those who cannot get a copy or missed it, can check out our website for the latest news, success stories in business, love life, spiritual success, movies, television, video and music. They can also check out the latest programs, grants, announcements and activities from the community and entire Los Angeles County. Our readers know that they can also check our classified ads for a good find, sale, rent or employment. Our sales have soared tremendously – up to 50%  –  because of our website and we are able to reach prospective and non-prospective advertisers not only regionally, but worldwide through it. The web certainly has helped us reach a greater set of readers not only here in America but also in Asia and around the world. Needless to say, we couldn’t have made it without our website to keep us active and afloat.

(MB) Which type of advertisers have the most success in your publication?
(LAN) Most of our advertisers are real estate investors and mortgage loan companies. We have two particular real estate
companies who also started from scratch and who have been with us since we started. These are Filipino friends whom we have helped. They started as real estate agents in one of the prestigious real estate companies that recently folded due to the real estate slump. When they found themselves unemployed, they used their savings, their huge marketing talent and skills to start their own company. One started a real estate home loan company and the other became a realtor and created his own pool of real estate agents with his family and relatives as staff. We featured their success stories in our publication and in our website as a bonus supplement for their continuously advertising and supporting Los Angeles Newsweek all these years. They claimed their businesses have never been the same since Los Angeles Newsweek!

(MB) What is the greatest challenge faced by your publication?
(LAN)Our greatest challenge, which other publications likely face, is how to maintain a roster of advertisers and how to get more advertisers everyday to keep the publication afloat. We know that advertisements are the lifeblood of every newspaper, including one of America’s leading paper, the L.A. Times. In this regard, we are really trying to double our efforts to improve our paper in terms of quality and market so we can increase our sales.

(MB) Is your publication making any notable changes in 2008?
(LAN) We are formulating a new format for the paper starting next month to make it more appealing and more upbeat to reach more of the younger genre. 

You can view current advertising opportunities in Los Angeles Newsweek by Clicking Here