Technology linking print and online editions

Whether your paper is published in Northern BC or in the Metro Vancouver area – we all look for ways to integrate our online and print editions. Beginning today, the Montreal Gazette will implement a simple solution to this dilemma. A new technology developed by Canadian-based Cmore Media allows readers of print editions to text a short code which in turn provides him/her additional content related to the print article or advertisement, for free.

Not only is this service is beneficial to newspaper consumers, with all the extra content, but publishers and advertisers are also provided with instantaneous and previously inaccessible data. Publishers discover which stories interest their readers while serves as a tool to further engage readers, giving marketers more reason to invest.

This program will further be piloted with the Calgary Herald later this month. It will then be determined whether enough readers will take the extra steps of texting in and clicking a link for more content.

For a full article on this topic click HERE.

BCYCNA members recognized at 2010 Better Newspapers Competition

Earlier this week the winners of the 2010 Better Newspapers Competition were announced. We couldn’t help but notice the several BCYCNA members who were selected as finalists and winners. At the BCYCNA office we wanted to congratulate our members for the hard work that helped them receive this recognition. Well done on each of your accomplishments!

The Better Newspapers Competition recognizes the best in editorial, photography, advertising, promotional and overall excellence in community newspaper publishing. This year, 255 newspapers submitted 2,551 entries encompassing 31 community newspaper categories. Eighty-one peer judges reviewed the submissions. Blue ribbons were also awarded by judges in the General Excellence classes to newspapers deserving honourable mention.

To view the complete list of winners and Blue Ribbon recipients, visit the Better Newspapers Competition website.

For more excitement within the world of community newspapers, keep reading our blog for more updates of the 2010 Ma Murray Awards set to take place on April 10 at the River Rock Casino Resort in Richmond, BC.

A Simple Guide to Writing Great Newspaper Classified Advertisements

A good part of the work we do with the BC and Yukon Community Newspapers Association deals with community classifieds. Many businesses, people and community newspapers contact us looking to place classified advertisements across BC and Canada.

Reaching up to 11-million people throughout the country, it is important the ad is concise and strong. Most effective placements are truly great business-building tools that can be used to generate multiple leads for businesses. We wanted to give a few tips on writing great classified ads.

Remember you will be up against competitors, so the headline must grab attention immediately. Use a benefit written headline – This alone is the key to creating effective classified advertising. Some examples are:

HOW TO . . .
ARE YOU . . .
WARNING! DON’T . . .
DISCOVER . . .
FREE REPORT REVEALS . . .
INTRODUCING . . .

Also, one of the best ways to create a winning ad is by using the two-step method. The two-step method means the prospect must respond to your classified ad to get more info.

Think about the following:

What do you think could be so enticing that people would be moved to contact you? What could have so much power, that your prospects eagerly anticipate receiving it? What costs you almost nothing to produce? What could literally transform your business - irrespective of the business you’re in . . . A Free Special Report.

The special report can be on any subject to do with your service. For example, it could be a report on “31 Common Mistakes…” or “7 Secrets…” or a “How To…” report. It is really that simple. The great news is, as long as your report is focused on your service, your *BEST* prospects will request it. The letter or brochure you distribute does all the selling for the product.

The four basic secrets for writing lead generating classified ads:

1. Start with a short POWERFUL headline.
Like any form of advertising you should always (and I mean always) start your classified ad with a strong headline. Never, ever start with your company name. Classified ads lend themselves to shorter headlines due to the restrictions in space, but test longer headlines.

2. Give people a reason to call now.
Offer something FREE. It could be a FREE consultation, free no obligation meeting, free estimate or free Special Report.

3. Include your contact information.
Telephone numbers work best. But whatever method(s) of contact you use tell the reader what to do. For example: “Call now.” “Write to me at…” “Ring now for our free guide…” etc. This is known as your ‘call to action.’

4. Use short sentences that make sense.
Get to the point quickly. Keep your sentences short, and don’t use unusual words, abbreviations, acronyms, and punctuation marks.

You’ll be surprised at the response you get when you apply these four simple basics to your classified ads. If you would like more information about booking a classified ad check out our website with more information: http://www.bccommunitynews.com/files/place_classifieds.html.

Ontario papers doing much more than surviving

Kevin Slimp
Institute of Newspaper Technology
kevin@kevinslimp.com

I spent a good bit of my afternoon thinking about the current state of newspapers. In a discussion with a trusted friend and colleague, I once again was challenged to rethink the traditional role newspapers have played and consider a world where most of what we read is provided online by other sources.

Then I remembered a group of newspapers based in the small town of Prescott, Ontario. With a decrease in the number of industry-related conferences, I’ve found myself visiting more places like Prescott of late.

You might call Prescott, located about an hour south of Ottawa, the epicenter of a group of community newspapers that serve the towns in that area. That’s where I spent two days with Beth Morris and the staffs of the six newspapers that make up the Morris Group. Three of the papers are paid circulation; three are free.

I had dinner with the staff of the Prescott Journal my first night in Ontario. There was electricity in the air as the group talked about the new equipment waiting in the new building we would occupy for training. New computers, new software and a new press all awaited editors and designers from the six papers the next morning.

When the training was done, I asked Beth Morris if we could discuss her papers. After all, while word on the street is that newspapers are struggling for survival, here’s a group of newspapers that are not only surviving, but adding facilities, staff and soon, two new publications.

Beth shared a very simple vision statement for the Morris Group of newspapers: “A place where people like to work and customers want to support.”

She added that a key to a newspaper’s success is its staff. “It’s important to keep an eye toward staff. They all work hard. They know they have secure jobs. There is definitely a team spirit.”

She wasn’t blowing smoke. The staff I met in Prescott was, in a word, impressive.

We first discussed the three free papers: The Barrhaven Independent, The Packet (serving South Ottawa) and Business News.

I asked about the difference in free and paid newspapers. She noted that both have their place, but she doesn’t see many new paid newspapers in the future. Her two new papers will be free.

Beth emphasized the importance of customer service, which keeps advertisers returning. She noted this was a deciding factor for many advertisers who had several options when it comes to print.

Eventually, I turned the topic to the Manotick Messenger. The Messenger is a paid weekly with a circulation of 1,100. There are two people on staff, with the layout and production done in the Prescott facility.

I asked if it was possible to make a profit with a circulation of 1,100. “At best, it’s break even,” said Beth, “but it’s important to the people.”

When pressed she added, “This paper is important to the thousand people who read it. All you have to do is look in the eyes of a parent when a child is in the paper. Then you’ll know why we do this.”

Playing the devil’s advocate, I pressed even further. I wanted to know why she even cared if there was no profit involved.

“I care,” she said, “because I’m part of a long chain of newspaper people. It’s like a legacy. I’m not going to be the one to end it.”

If you’ve followed my work very long, you know that I was one of the first voices urging newspapers to resist the temptation to ignore online journalism. And you might know that I speak on topics related to online journalism at schools of journalism and industry-related events on a regular basis. However, it’s people like Beth Morris that give me optimism concerning the future of our business.

Following our earlier conversation this afternoon, my friend sent the following email: “Don’t take my statements earlier today as my saying that newspapers will vanish. I don’t think that’s the case at all. However, I do believe that in order to maintain survival, both the printed paper and the online presence have to find a way to complement each other.”

I think we might have found a point of agreement.

Bringing Olympic light to Powell River

In lead up to the 2010 Winter Games our province hosted the launch of the 106-day nation-wide Olympic Torch Relay. Since October 30 the torch has showcased some of Canada’s diverse culture, accomplishments, beautiful landscapes and has been passed from one influential Canadian to another.

When the torch makes its way back to British Columbia one of our own British Columbia & Yukon Community Newspapers Association members Joyce Carlson, Publisher of the Powell River Peak, will have the honour of carrying the Olympic Torch through Powell River.

Throughout the years Joyce has contributed a great deal to the Powel River community and not just through the newspaper. Earlier this year she was a recipient of the BC Community Achievement Award. Due to her desire to build the community, she has contributed to Powell River hosting many events and festivals that have broadened and developed the city’s outlook and progress.

Watch out for Joyce with Olympic Torch in hand February 3, 2010. To view video footage and updates visit, www.vancouver2010.com/olympic-torch-relay.

The BCYCNA continues to deliver

The trend for several companies in the industry has been to cut their advertising budget on traditional media while leaving their online presence as-is. The BC & Yukon Community Newspaper Association continues to offer community classifieds, which enable advertisers to maintain their online presence while reaching over 11 million readers through various Canada wide print publications.

In addition, the BCYCNA has other economical services for any company to get their message out, such as, our highly targeted press release distribution service which can reach any media outlet across BC.

Whatever the trend or your needs, the BCYCNA has the ability to assist you in getting your message heard.

For more information on the BCYCNA community classifieds check out the Our Services tab on our website or click HERE.