July 2014 SAPAToday

V I S I T U S A T W W W . S A P A T O D A Y . C O M

Southeastern Advertising Publishers Association (931) 223-5708 (888)450-8329 fax 1

SAPATodayAdvancing the free paper industry by providing resources for success and venues for sharing ideas.

Board of DirectorsThe leadership of SAPA is in good hands. The board of directors, director, and assistant are listed with contact information.

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Widgets and Ad Choices John Foust shows us that the reasons we want to buy a new widget are based on ads we see.

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Conference ScheduleIt’s not too early to start planning for next year. September 2014, Caribe Royale Hotel in sunny Orlando, Florida.

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Graphics Series Ellen Hanrahan has some great typefaces to use in your next ad. And she includes great resources so you can purchase them at a low cost.

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Work PositivelyDr. Joey Faucette teaches us that sometimes we need to take a break, or vacation, to see things more clearly and work better as a result.

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6 Marketing Danger SignsBob Berting , Mr. Community Paper gives us 6 publication marketing danger signs. Inspect yours weekly to avoid them.

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YOUTILITY: SMART MARKETING IS ABOUT HELP, NOT HYPE

Smart marketing is about help, not hype. If you’re wondering how to make your company seem more excit-

ing, you’re asking the wrong question. You’re not competing for attention only against other similar products. You’re competing against your cus-tomers’ friends and family and viral videos and cute puppies. To win atten-tion these days you must ask a differ-ent question: “How can we help?”

Youtility is Jay Baer’s most popular and powerful presentation, and he has delivered it worldwide to B2B, B2C, small business, large businesses, tech-nology-centric and technology-phobic audiences. It’s a smash hit because it’s

THE MONTHLY NEWSLETTER FOR THE FREE PAPER INDUSTRY JULY 2014

continued on page 2

relevant, resonant, practical, funny and true.

In Jay Baer’s presentation Youtility: Why Smart Marketing Is About Help Not Hype he delivers a new approach that cuts through the clutter: market-ing that is truly, inherently useful. If you sell something, you make a cus-tomer today, but if you genuinely help someone, you create a customer for life.

Filled with dozens of real-world ex-

ConferenceSpeakers

JAYBAER

SAPA • IFPA • CPF • 2014

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amples, this hilarious and power-ful presentation will fundamentally change the way you think about your business, and is based on a New York Times best-selling business book.

Jay also often conducts follow-up workshops/Webinars for event attend-ees, signs copies of Youtility and hands out free checklists of the key princi-ples of the book.

Is your marketing so useful that peo-ple would pay for it? That’s what it takes to become a Youtility….and you can get there.

Kelly Wirges of ProMax Training & Consulting has assisted media compa-nies increase sales and revenue in all facets of business for over 25 years. In her career, she has enjoyed positions in sales, marketing and management and has been a partner at an advertis-ing agency focusing on small business development. In 1993, she founded ProMax Training & Consulting, Inc. ProMax develops practical, custom-ized solutions that help companies retain, develop and align talent with business strategies.

She has authored 50 training pro-grams, has customized programs for hundreds of companies, and has helped over 100,000 people increase

P.O. Box 53790Fayetteville, NC 28305Cell: 910-391-3859ph: 910.222.6200fax: [email protected]

Bill BowmanPresident

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continued from page 1 their success.

Kelly is known for her ability to com-bine a dynamic presentation and lively interaction with the necessary infor-mation and tools to achieve the de-sired results.

Kelly understands the challenges and opportunities that exist in today’s com-petitive and complex environment. With this knowledge she prepares and shares practical techniques that can be put-to-work immediately for increased success.

Maintaining partnerships with leading organizations across the country, Kelly has received national notoriety for her program development, interactive and fun workshops and content-rich ma-terials. Kelly’s educational background includes an advertising, marketing and business degree from the University of Nebraska, as well as a graphic design degree from Platt College.

Ryan Dohrn is the founder of media sales consulting firm Brain Swell Me-dia and the creator of the 360 Ad Sales System taught to over 3,000 ad sales reps in seven countries. Ryan has been a sales and marketing leader for the NY Times Company, Disney and Mor-ris Communications. He is a business book author and has been featured in

USA Today and on Forbes.com. Ryan currently works on a monthly basis with over 75 publishers and their re-lated sales and management teams.

Tim Bingaman President & CEO of Cir-culation Verification Council (CVC), believes that necessity is the mother of invention. In 1992, Tim’s job was to analyze struggling newspapers and de-termine whether they could be saved, or should be shut down. While study-ing the feasibility of a publication in California, Tim realized that he did not have the kind of data he needed to make a decision.

Circulation Verification Council (CVC) was created to meet the data needs of advertisers and publishers who struggle evaluating community newspapers, shoppers, niche publica-tions, and magazines across the coun-try. CVC gives an accurate picture of publications’ circulation and reader-ship so that publishers and advertisers can make informed decisions.

Southeastern AdvertisingPublishers Association

KELLYWIRGES

RYANDOHRN

TIMBINGAMAN



Board MemberKathy CrumptonPiedmont Shopper

Danville VA434-822-1800

Past PresidentTony OnellionBargains PlusSlidell, LA

985-649-9515

PresidentCaroline

QuattlebaumSoutheast Sun

Enterprise, AL 334-393-2969

Past PresidentRussell

QuattlebaumSoutheast Sun

Enterprise, AL 334-393-2969

Board MemberGreg Ledford

Shelby Shopper & Info

Shelby, NC 704-484-1047

Vice PresidentWill ThomasExchange, Inc.

Fayetteville, TN 931-433-9737

SecretaryMike Marlow Rutherford WeeklyForest City, NC828-248-1408

TreasurerTodd Godbey

Livin’ Out Loud Magazine

Wilmington, NC 910-338-1205

Executive Director

Douglas FrySAPA Headquarters

Columbia, TN931-223-5708

Administrative Assistant

Vickie BeldenSAPA Headquarters

Columbia, TN931-223-5708

SAPA Leadership

by John Foust

Let’s say you’re considering the pur-chase of a new widget. Your current widget is working okay, but you know that there have been some new in-novations lately and you’d like to see what’s available. So you go to a meet-

1. The guy with the loud, plaid sport coat, white shoes and a big cigar. His approach is big, bold and obnoxious, just like his outfit. It’s his strategy to make you look at him before you no-tice anyone else. Yesiree, Bub. He’ll shout and jump up and down on his

Widgets and Ad Choices

continued on page 4

ing which features widget manufactur-ers.

You notice a couple of things when you walk into the room: (1) A lot of people are vying for your attention and (2) They seem to fall into four general cat-egories. Let’s take a look at what you encounter in that crowded room:

If you are interested in serving on the SAPA board please give our president, Caroline Quattlebaum, a call at 334-393-2969. Ser-vice in our industry is fulfilling, enjoyable and gives you sense of accomplishment. Besides that you give back to the industry that enjoy. SAPA works hard to keep you informed and up-to-date on the latest advances and trends in publishing.

We’d love to talk with you about how you can give back.



display table until you give him your attention. And if you happen to glance at someone else while he’s talking, he’ll slap you on the back and claim that his widget is the best in the history of widgetry. The banner over his booth reads, “For all your widget needs.” His favorite words are “unbelievable” and “fantastic.” He has exclamation marks on his tie.

2. The lady making balloon animals. Instead of talking about widgets, she’s tries to dazzle you with glamour and artistry. “Now that I have your atten-tion, let me make another balloon

animal. How about a rhinoceros? That will really impress you. Our widgets? Oh, they are top-notch. But let’s not talk about that. Let’s focus on my cre-ativity. Stand here in front of my booth for a while, and I’ll make a pelican on roller skates.”

3. The guy making deep philosophi-cal statements. He must be talking about widgets, because he’s in the wid-get room – but you’re not completely sure. His favorite sayings seem to be “We make life good,” “Making good-ness for 50 years,” and “Goodness is really good.” He doesn’t have a booth.

He just wanders around saying seem-ingly profound – but empty – words.

4. The lady with lots of information. Her banner has a clearly defined ben-efit statement. Her company literature describes the ways her widget can solve specific problems for prospective customers. And she shows a genuine interest in each customer who stops to talk. She’s the opposite of the other three people. She’s not trying to out-shout the competition, she’s not trying to grab anyone’s attention with razzle dazzle, and she’s not making vague product statements. She communi-cates concise, relevant information about her line of widgets.

Which widget person would you rath-er talk to? The shouter, the dazzler, the vague sloganeer or the person who un-derstands what you need from a wid-get?

Each of these four people represents a particular style of advertising. There are ads that shout to get your atten-tion, ads that are artsy and off topic, ads with meaningless words – and ads which focus on the interests of spe-cific target audiences. Which style has credibility? Which style works? The answer is obvious.

(c) Copyright 2014 by John Foust. All rights reserved.

John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad de-partments are using his training videos to save time and get quick results from in-house training. Email for informa-tion: [email protected]

It’s rare for a newspaper to head off a marketing strategy problem before a crises is upon them. More often, at times, it takes the sudden entry of a new competitor in the market, a seri-ous plunge in sales, or a similar emer-gency to get a strategy change. The answer is to evaluate the publication’s marketing program on an objective on-going weekly basis.

Here are 6 danger signs that the publi-cation is heading for trouble:

CUTTING RATES BECOME THE DRIVING FORCE TO GET SALES

Deep discounting, constantly offering “special deals” is an indicator that the

publication is using lower prices to beat competi-tion. Customers see the publication as just a low cost medium, and don’t see any other value in do-ing business.

THE PUBLICATION CAN’T BE DIFFERENTIATED FROM

COMPETITIONIt is vital that the publication maintain a unique identity that distinguishes it from the competition. This branding process is on-going and under con-stant review. The question is—how of-ten is it reviewed?

continued on page 8

Danger Signs of Marketing Problems

Display & Classified Ad Sales & BillingCirculation Direct Mail Payroll Accounting

Integrated Management Software designed by publishers for publishers

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Ellen Hanrahan ©2014

I welcome your input and suggestions. A former art teacher, I entered the free paper publishing business in the early 80s. I write for IFPA, Community Papers of Michigan, and am still learning.E-mail: [email protected]

TypefacesJOHN MCWADE CALLED TYPE THE "VISIBLE VOICE." NOW, MORE THAN EVER, WE HAVE A MYRIAD OF TYPEFACES TO CHOOSE FROM TO ADD A DISTINCTIVE LOOK TO OUR DESIGNS. SO MEET SOME OF MY NEW…

In January, I received my weekly news from Before and After Magazine titled “Room for Notes.” But at the end of the article, there was a sponsor... with a promotion for a par-ticular typeface called Lunchbox Typeface by Kimmy Design! It went on “You’d normally pay $60 for full Lunchbox Family (for either Desktop or Web font), but for a limited time, your bill comes to only $17 for the complete family … a savings of 72% off the regular price!” I was in! $17! C’mon… and about a week later I got an e-mail from the company, Mighty Deals, (www.mightydeals.com) for the slab version (another $17). And needless to say, Mighty Deals and I are now BFF. Before I go on, Mighty Deals is a Canadian company and buying from their site will incur international transaction fees (usually about 3% of the total) so be warned and use a credit card that waives the transaction fee.

Lunchbox and Lunchbox SlabI hadn’t purchased a typeface in a long time, but I really like type that offers a variety of functions (meaning there are a lot of glyphs that can allow for decorative uses as well). As with most people, and especially since I “retired,” buying type is not really a necessity. But this was right up my alley…and $17 dollars (I paid $25 because I also purchased the web version). There are swash characters, fractions, liga-tures, along with a variety of regular characters:

a a b b fl k k m m st tt � � MYa a b b fl k k m m st tt � � MYTop row is Lunchbox Regular, the bottom row is Lunchbox Slab Regular. Both sets come in light, regular and bold.

Lunchbox OrnamentsLunchbox Ornaments also were included. There are “banner” ornaments, hearts, words, plants, etc. I will show a few of the ornaments and then show a few ideas on how to use them.

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SaltA�eppertTHIS SIDE UP Vi50% OFF lFRIDAY

It[Summer] #

And yet another typeface: VerbBefore I get into that, I would like to say that there are differences in typefaces and the quality of the type. Lunchbox is not bad, but I tweak the spacing a bit because the letterspace seems to set a little too far apart—for my tastes. But some of the really good type foundries sell their type for upwards of $20+ per typeface! I just think that this was a pretty good deal for my purposes. In mid-January, I received another e-mail from Mighty Deals and this time it was for a font named "Verb." This font came in regular, condensed, compressed and extra compressed and was created by Yellow Design Studio, out of Madison, Wisconsin! A Verb Sample: I am going to use the typeface Verb in this and the following paragraphs just to see how it will work. I haven't changed the text typeface in my IFPA column in quite some time, so maybe it is time for a new look. The tricky part is making sure that I get a good, ver-satile text typeface that works. I tend to put a lot of information on the page and I need to make sure that the legibility and readability of the type works with different column widths, point sizes and is still comfortable enough to read easily. I currently use Helvetica Neue because the x-height is fairly large and I can use it at smaller sizes. Most of the type is set 9.5/10.5 — the same as I use for this article. This font comes in four typefaces, but each face has 18 different weights… extra light, light, regular, medium, semibold, bold, extrabold, black, ultra, plus their italic versions. This gives me quite a few options within the family itself. I am using Verb Compressed Regular because it fills about the same amount of space that the Helvetica Neue was using with the same point size and leading. So not a lot to change in my character and paragraph formatting either! It seems to work, however, I need to see it in the online and print versions before I make a final decision on usage. Below are samples of the other typefaces in the Verb collection. Here is an example of the font Verb in the "Regular" typeface. Here is an example of the font Verb in the "Condensed" typeface. Here is an example of the font Verb in the "Extra Condensed" typeface. Here is an example of the font Verb in the "Compressed" typeface.

Yes, I bought more…I have purchased seven more font families from them, and, as a matter of fact, the latest font wasSamantha (meet her at the top of the column), which I purchased today! She has lots of swashes and flourishes and would seem to work well for weddings and other romantic ads.

Free stuffOK, back to Myriad Pro Regular. I also checked out some of the free stuff that was on the Mighty Deals site and I found a number of icons and images available. I chose this group of icons—they come as Illustrator files in one document, so you can pick and choose what is suitable for your needs. They also come as eps., jpg. and a pdf file for a variety of uses and also come in red and blue (don’t know why). But they are vector files, so make them whatever color you like. I’m showing the original file and I also picked a few icons and made then larger for quick artwork in headings or small ad spaces.

Think War�

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CLICK FOR A FREE SAMPLE

These arejust a fewidea starters. These symbols would work well as classified headings, business builder ads, as well as simple artwork in small ads!

Final thoughts…A typeface can add a special look to your design, but don't just make it about the font. It has to be appropriate for the "tone" of the message. • If you use a distinctive typeface, make sure the rest of the fonts don't compete. • Choose fonts that are flexible and offer extra characters to expand their usage. • Not every ad needs a special font.

Samantha says “Enjoy the summer”!

PAINTING SERVICES



Work Positive3 REASONS VACATION

POSITIVELY CLEARS YOUR BUSINESS CACHE

Dr. Joey Faucette

Dr. Norman Vincent Peale talked about how a constantly bent bow will break. The bow needs pressure released to function well.

Dr. Stephen Covey extolled the sev-enth habit of sharpening the saw. If you saw without a break to sharpen, you work harder with less production.

In today’s technology-driven environ-ment, I think of this same principle as clearing your cache. You know how your browser slows down, and per-haps your computer, if you don’t clear your cache?

Recently, a week-long vacation cleared my cache. With little exception, I avoided browsing in my businesses.

I discovered these 3 Reasons Vacation Positively Clears Your Business Cache:

BUSINESS CONTINUESWhile I was away, clients invested in our online coaching program. Two new coaching clients requested rela-tionships. A meeting planner emailed asking to secure dates for a speaking engagement.

You best evaluate your business sys-tems when you step out of them for a time. Are they dependent on your

presence? Or, can business continue without you?

For your company to become all you dream of, it must do so in ways that are bigger than you. Otherwise, you simply created yourself a job.

Vacation to clear your cache and dis-cover how business continues.

BUSINESS CREATESWhen you step away and clear your cache, you actually tap resources pre-viously consumed by “daily grind” functions.

For instance, I kept trying to solve a situation with one of our companies to no avail. It was a classic case of applying the same mindset over and over. I released it while vacationing. It washed away with the tide one eve-ning as I relaxed.

Later I walked through a room, watched a news piece, and immedi-ately saw the solution. Now I have a handle on it, and an idea of how to grow even more.

Vacation to clear your cache and see how business creates.

BUSINESS CLEARSThe best outcome for me on vacation was to clear space to be more human being than human doing.

My older daughter and I saw Star Trek, a series I raised her to love. Then we

went to McDonalds for a milkshake and fries, something we did every Friday when I picked her up from el-ementary school.

My younger daughter and I went shop-ping, an activity she loves. We bought three new tops and purchased nose pads for her Oakley Shields.

I got in touch again with these two in-credible young women whom I love dearly. We laughed, reminisced, and just enjoyed being together.

My bow is ready. My saw is sharp. My cache is clear.

Let the game of business begin again!

Summary

Want better work/life balance? Check out these 3 Reasons Vacation Positive-ly Clears Your Business Cache from Dr. Joey Faucette, #1 Amazon best-selling author and leading Positive Business expert.

Dr. Joey Faucette is the #1 Amazon best-selling author of Work Positive in a Nega-tive World (Entrepreneur Press), Work Positive coach, & speaker who helps business professionals increase sales with greater productivity so they leave the of-fice earlier to do what they love with those they love. Discover more at www.Listen-toLife.org.


Douglas FryExecutive Director

104 Westland DriveColumbia, TN 38401

Voice: 931.223.5708Fax: 888.450.8329

[email protected]



STEADY STREAM OF SALES GIMMICKS

When one special promotion runs into the next, customers soon think that nothing is really special. Instead of getting customers on an ongo-ing campaign, the publication floods the market with signature pages, na-tional widget month, and other one-time fluff promotions that threaten the budgets of advertisers who want to put their money in campaigns that get response.

SALES MANAGEMENT TACTICS CHANGE ARBITRARILY

Instead of a roller coaster of contests, trips, and bonus programs , the publi-cation needs a unified plan of rewards that will motivate the salespeople on an on-going basis. This can be an in-centive plan based on increasing sales, any activity that helps dramatically the image of the publication in the mar-ketplace, etc,

MORE AND MORE LEADS COME FROM THE SALES FORCE

Of course salespeople should devel-op leads, but if salespeople are the primary source of new business, the publication has a marketing problem. Even the best salespeople can’t be at the right place, at the right time, all the time. The publication needs a well developed marketing program to keep their name in front of prospects (top of mind awareness), so when they’re

ready to buy, the sales staff can enter the picture from a position of strength.

Customers start saying “ I didn’t know you did that”

Even when long-time customers don’t have a clear picture of the publica-tion’s overall capabilities, it’s a sign that marketing is failing. So many times, a booklet or brochure showing ALL the publication’s services can be very effective because it clarifies and rein-forces what the publication offers. Of course an effective website is another powerful tool. But that’s another story.

Bob Berting is a professional speak-er, newspaper sales trainer, and publisher marketing consultant who has conducted over 1500 live seminars, tele-seminars, and we-binars for newspaper sales staffs, their customers, print media asso-ciations and trade associations in the US and Canada.

Contact Bob at 800-536-5408 or [email protected]. He is located at 6330 Woburn Drive, Indianapo-lis, IN 46250.

Danger Signscontinued from page 4

Justin Gerena, President, Director of Salesp: 888.592.3212 x710e: [email protected]

JB Multimedia, Inc. P.O. Box 704 N. Bellmore, NY 11710 888.592.3212 phone/fax www.jbmultimedia.net

M a k i n g p u b l i c a t i o n s i n t e r a c t i v e.

The best things in life are free

CIRCULATION VERIFICATION COUNCIL DATA MEASURING PAPERS AUDITED IN BOTH 1999 AND 2013. WWW.CVCAUDIT.COM

Free community papers like the one

you’re reading today are thriving. In fact, free

community publications have been able to maintain nearly 99%

of their readership since the turn of the millenium. We love the

neighborhoods we serve and we couldn’t do it without your support.

Thank you!

Visit paperchain.com to learn more

[MEMBER PUBLICATION LOGO & CONTACT INFO]



SAPA Annual Conference: Or lando , F lo r ida : SAPA ( S o u t h e a s t e r n A d v e r t i s i n g Publishers Association), IFPA (Independent Free Papers of America), and CPF (Community Papers of Flor ida), w i l l join together at the fabulous Caribe Royale in sunny Orlando, Florida on September 18 - 20, 2013. We

Conference Scheduleshave great speakers, activities, and networking opportunities that will make this a conference to remember. Top-notch speakers, excit ing activities, friendships, and time to network will be some of the things you will remember most about the conference. Call Douglas Fry at 931.223.5708 for more information.

N E W S P A P E R P R I N T I N G C O M P A N Y




A c c o u n t E xe c u t i ve

5 2 1 0 S O U T H LO I S AV E N U E / TA M PA , F LO R I DA 3 3 6 1 1( 8 1 3 ) 9 0 2 - 1 1 9 6 / C E L L ( 5 6 1 ) 2 3 9 - 2 4 9 5P ro d u c t i o n : ( 8 1 3 ) 8 3 9 - 0 0 3 5 / FA X : ( 8 1 3 ) 8 3 9 - 7 2 9 5E M A I L : d o u g s @ N P C p r i n t i n g . c o mw w w. N P C p r i n t i n g . c o m

Doug Schwenk

Only undertake what you can do in an excellent fashion. There are no prizes for average performance.

Make a decision to be successful right now. Most people never

decide to be wealthy and that is why they retire poor.

Develop an “attitude of gratitude.” Say thank you to everyone you meet for everything they do for you.

Brian Tracy




USPS UpdateCHRISTMAS IN JULY OR

PLANNING FOR PROMOTIONSDonna E. Hanbery, Executive DirectorSaturation Mailers Coalition33 South Sixth Street, Suite 4160Minneapolis, MN 55402(612) 340-9350 Direct Line(612) 340-9446 [email protected]

Years ago when SMC was involved with postal rate cases under the old law where every few years all postal stakeholders, including businesses that use the mail, could appear before the Postal Regulatory Commission to argue about the allocation of a pro-posed rate increase, I worked with a witness for saturation mailers that talked about the importance of adver-tising. My witness operated a chain of party stores where planning and pre-paring for business promotions was al-ways done six months in advance. For his business, Christmas was in July and the traditional holiday or New Years season was all about graduations and celebrating the 4th.

For many free papers, and the adver-tisers you serve, your customers are thinking about fall and holiday pro-motions well in advance. That makes it a good time now to consider how your free paper can take advantage of the Postal Service Mail Drives Mobile Commerce Promotion.

The USPS has been offering incentives and promotions for the past several years. One popular promotion is the year-end “holiday timed” promotion that allows Standard mailers to take advantage of an upfront, 2% postal rate discount, on mail pieces that in-clude a mobile barcode or print/mo-

bile technology that can be read or scanned by a mobile device and leads the consumer to a mobile optimized shopping website. The recipient must be able to purchase an advertised product from the website. The mail piece must contain text near the bar-code, or image, that provide guidance to the reader to scan the barcode or image and provides information about the landing page.

The name of the promotion is Mail Drives Mobile Commerce Promotion. To be eligible, mailers must register. The registration period begins Septem-ber 15, 2014 and continue through December 31, 2014. You must have registered before you can claim dis-count on a mailing.

Mailers wanting to obtain further in-formation about the program can go to the Postal Service RIBBS website at https://ribbs.usps.gov/mailingpromo-tions. When you are there, look up Mail Drives Mobile Commerce Promo-tion Requirements.

An additional incentive included with the promotion, is the opportunity for mailers to earn an additional 1% post-age rebate, to be credited in the future, if sufficient purchases made using the mobile barcode or print mobile tech-nology on the qualifying piece lead to orders fulfilled by Priority Mail be-tween November 3, 2014 and January 15, 2015. Registration for the Prior-ity Mail promotion is separate and in-cludes different requirements. There is a threshold for receiving the 1% dis-count for Priority Mail fulfillment of .5% of the discounted mail pieces.

Unlike earlier mobile barcode incen-tives, this promotion has significantly

more requirements about the copy that must be included with the mobile barcode, or other qualifying print mo-bile technology, and the materials and offers on the website.

The incentive requirements include a directional copy requirement that pro-vides that the text near the barcode or image must provide guidance to the consumer to scan the barcode or im-age and information about the landing page. Examples of qualifying direc-tions or text include:

a. Scan here to shop our mobile web-site.

b. Scan here to see our products.

c. Scan the barcode to reach our mo-bile website.

Once the consumer lands on the web-site, the website platform must con-tain, or be deeply integrated with, a check-out function that allows the customer to complete a purchase of the product referenced in the mail piece through a complete mobile op-timized experience.

The mobile barcode must lead the consumer to a mobile optimized web-site where the recipient can complete the purchase in one of the following ways:

• An electronic payment (such as a credit, debit or prepaid card) made through the Internet on the mobile de-vice.

• A person-to-person payment meth-od (example Paypal) made through the Internet on the mobile device.

• An order placed on the mobile de-

continued on page 11



vice through the Internet where the customer is invoiced at a later date (presumably upon delivery).

• An order placed on the mobile device through an Internet browser where the charge is added to a recurring bill.

The promotion includes a definition of “product” as a “tangible and physical item” that needs to be distributed or manufactured and could be shipped via mailing or other shipping service. Products that can only be fulfilled via private carrier, such as a local pizza or fast food delivery, would not meet these requirements.

In some limited instances, the sale of services or charitable donations will qualify if the mailings meet all other promotional requirements. This ex-ample is given:

• A tangible item such as a hardcopy certificate, thank you note or voucher is mailed to the recipient upon pur-chase via the US Postal Service. An invoice billing statement or receipt would not qualify for this exception.

The Postal Service provides several examples of mobile barcode uses that will not qualify for the promotion as they do not involve the potential to purchase a tangible and physical prod-uct. Examples of ineligible mobile bar-code uses include paying a bill, sign-ing up for a list, signing up for online billing or paperless statement services, downloading a deal or coupon (where no hardcopy certificate or voucher is mailed), taking a survey, confirming a reservation, viewing a video, or even purchasing a product where there is a requirement for in-store pick-up.

As part of the registration require-ments, participants must agree to promotion terms and promise to par-ticipate in a survey at the end of the promotion period. It is recommended that mailers register several days in ad-

vance of the first qualifying mailing.

Where the mailing is not to be ac-complished by the mail owner, but a mail service provider, there are sev-eral additional requirements. Mailers working with printers or mail service providers, will need to review pro-gram requirements, including registra-tion requirements, well in advance to make sure that all mailings with the barcode will be eligible. There are re-quirements for the documentation and postage statement that accompany the mailing. Generally mailings must be submitted electronically via mail.dat, mail.xml or Postal Wizard. Mailings submitted via Postal Wizard cannot exceed 9,999 pieces. Postage must be paid using a permit imprint or pre-cancelled stamp permit. Every Door Direct Mail (EDDM) deposited at a Business Mail Entry Unit may qualify, but EDDM Retail mailings taken to the local post office retail units (where a permit is not required) are not eligible to participate.

For Standard Mail products that must be automated, the full service IMB is required.

For free papers wanting to present the mobile barcode to an advertiser or customer, the eligible customers will be limited to those that have a website with tangible products for sale where mail or product delivery (not store pick-up) is an option. Other excep-tions would be mobile websites that allow consumers to complete a pur-chase of a service, or make a charitable donation, and the donation is con-firmed with a thank you note or certif-icate of appreciation that is sent by the US Postal Service. (It does not appear that a simple receipt acknowledging the donation would qualify). For most charities, the requirement to confirm to the donor that no tangible goods or services were permitted, would al-low an eligible promotion to be cre-

ated where the thank you included a confirmation or receipt of the contri-bution made that the donor can retain for tax purposes.

Historically, SMC has had a number of members, including free paper pub-lishers, work with their local charities or causes supported by the business, to establish a qualifying promotion and a barcode that takes the consumer to the website, to purchase an incentive or item offered by the supporting the charity, or to make a qualifying dona-tion and receive a hardcopy certificate of appreciation, or other premium, mailed or shipped in return.

In working with your sales team, or customers, keep in mind that the bar-code can be placed anywhere on, or inside, the paper. The barcode can-not be placed on a detached address label or card that is not attached to or enclosed within the mail piece. Fur-ther, the barcode cannot be placed in the area that is too close to the area for placement of the mailing piece ad-dress. For further details on the lo-cation of a barcode, consult with the technical program requirements.

Although the requirements for the pro-gram have become considerably more complex than the initial versions of the holiday barcode promotion, the length of the promotion (two full months) and the opportunity for an upfront 2% discount, make it worth your while to plan now for holiday savings later this year.

continued from page 10

SAPA • IFPA • CPF • 2014

ORLANDO, FL • SEPT 18-2

0GUARANTEED FRESHEducate.Enhance.Empower.Engage in Orlando!

SALES & TECHNOLOGYCommunity Paper Conference



Celebrate Free Paper Month

FREE COMMUNITY PAPER MONTH UPDATE

By: Scarlette Merfeld

The last month has been full of activity as we prepare for the July celebration.

We had high hopes of landing a na-tional sponsor but we just ran out of time and couldn’t nail down the final approvals necessary to move forward with the national organization we had been courting.

I wanted to make you aware of some addition details to the information sent out last month. The committee has developed a series of Free Com-munity Paper promotional ads. I am pleased to report that Graphic De-signer Hank McAfee from Tower Pub-lications has done a great job on the layout of these ads which are now up on the Free Community Paper Month Web site: http://paperchain.org/free-papermonth.html

The created ads focus on the strength of our industry and readership. By us-ing the heading “Free Community Pa-per, The best things in life are free”. They personalize for our readers the concept of how their community pa-per is keeping it super local.

I also want to remind publishers and staff to try and get your city, town, or county government body to make the Free Community Paper Month Procla-mation, officially proclaiming July as a special celebration of your paper. A copy of the sample proclamation can also be found on the web site noted above.

Remember, your paper has made a great investment in your community and this industry. Only you and your

staff can help us bring that story alive to your readers in this consolidated in-dustry-wide effort. Please consider ac-tive participation in the July 2014 Free Community Paper Month. We hope our efforts to secure a national partner/sponsor are buoyed by strong support from participating papers in 2014. If we can’t demonstrate our unity with a program like this it becomes difficult to prove it to an outside concern that our industry is worth an investment.

Visit us on Facebook and let us know your plans for Free Community Paper Month. Thank you in advance for all you do to enhance the industry with every issue you publish and your sup-port for this project.

The best things in life

are free

Free community paperslike the one you’re reading

today are thriving. In fact,free community publicationshave been able to maintain

nearly 99% of their readership since the turn of the millenium.We love the neighborhoods we

serve and we couldn’t do itwithout your support.

Thank you!




Free community papers like the one you’re reading today are thriving. In

fact, free community publications have been able to maintain nearly 99% of their readership since the

turn of the millenium. We love the neighborhoods we serve and we

couldn’t do it without your support.

Thank you!







Free community papers like the one you’re reading today are thriving. In fact, free community publications have been able to maintain nearly 99% of their readership since the turn of the millenium. We love the neighborhoods we serve and we couldn’t do it without your support.

Thank you!





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IFPA & SAPA MEMBER REGISTRATION FORM

Please print the following information as you’d like it to appear on your name badge. Make

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(Your confi rmation materials will be sent to this email address)� Management � Sales � Graphics � Boot Camp

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