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In troubled times, your fellow publishers may be your best asset
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 We all know that the economy is down, and we're all feeling the pinch. While it's easy to think you just need to "hunker down" and wait it out,
That's not going to work this time around.
All of the electronic toys are tearing into our traditional market in ways that assure we will never get back to the "good ole days." It just isn't going to happen.
Revenues will bottom out, maybe as late as 2010, and will start to strengthen, but each year print revenue will fight to match previous year levels. Traditional print revenues will be a "very slow growth" industry at best and could easily be a "no growth" industry.
When the next recession hits, "no growth" will convert to a landslide.
So, throw in the towel? Sell your press for scrap iron?
No way. But get ready to serve your advertisers and readers in a new way. They are hurting as much as you are. They need a leader to show them the way to reach their customers in future years.
That's your new job!
You are no longer a publisher. That guy (or gal) was buried a few months back. Didn't you attend the funeral?
Like it or not, you are now an expert on connecting your advertisers and their customers through Internet channels, wireless, Twitter, Facebook, text messaging and whatever new technology looms around the corner.
Welcome to your new job.
Sounds scary, doesn't it? An expert in technology that you can't figure out how to use, much less teach advertisers how to use effectively. But that's who you are. Your job title may have been publisher, but now it's "Techno Geek Expert."
The sooner you embrace your new title and responsibilities, the sooner you'll be back on the path to profitability and growth. Print will always be a nice support business, but it's not your meat and potatoes any longer.
So, how do you figure out how to do this new "Techno Geek Expert" job?
Fellow publishers will teach you. One of the greatest assets of our industry has always been publishers willingness to speak openly about what works and what doesn't work. Haven't there been publishers who have helped you in the past? Answered questions? Provided a needed shot in the arm? Or, poke in the ribs?
Why should today be any different?
Publishers (or should I say newly ordained "Techno Geek Experts") across the country are working, studying, experimenting and struggling with their new responsibilities. And, they all share one thing in common: They are willing to talk openly about what is working in their companies.
But it's up to you to network with them.
How?
- Attend the AFCP Conference in Myrtle Beach.
- Attend your local state/regional association meeting.
- Link into the AFCP social media groups and stay on top of the discussions.
- Pick up the phone and call someone... anyone
You can tackle this new assignment, just like all your challenges before, but you can't "hunker down." If that's your plan, you just as well turn out the lights and give up.
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Join AFCP Social Media Groups to Stay Connected
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 A year or so ago, we created the AFCP Forums to allow free paper professionals to keep connected. It never took off. There are a bunch of postings, mostly by my staff and me, but industry associates just aren't using it.
I think it's because it's "old school" technology -- not a lot of graphics, hard to find and post and hard to figure out how to stay on top of the topics being discussed.
So, we're switching to Facebook. Oh, we'll keep the forums around for a while as we move, but the new information will be posted on Facebook. (Yep, that thing your kids seem to live on and won't allow you to be their friend!).
It's easy and it works!
Go to www.facebook.com and create a free account. Once you create an account you can go wild posting pictures of your last big drunk or embarassing moment. You know that's what your kids are doing. Or, you can be a responsible adult and post pictures of your cute grandkids and other fun stuff. Or, you can post nothing at all.
But, you need to join the groups we've created to help network with other free paper professionals. If you do that, you will get a notice on your Facebook page that something was posted and you can decide whether to pursue it or ignore it. It's very efficient; just log on to Facebook once a day and see what's happening.
I get questions from people from time to time about the difference between "Friends" and "Groups". Friends are people who can look at the photos you post on your page, see your postings and generally get full access to your entire page. "Groups" are groups of Facebook users with a common interest. It could be a hobby, a political group, a community group, or free paper professionals. You can post information that is of interest to the group and read their postings, etc., but they can't see your page like friends can. That's why you need to be your kids' friend.
Click on the following links to join the first two AFCP groups:
 AFCP -- This group encompasses anything about the free paper industry. It's our first group and you will definitely want to join this group. Have all of your managers and free paper associates do the same. News of the industry and the association will be posted here as well as posts from free paper professionals. Use it as a sounding board for ideas and share your successes with fellow associates.
 AFCP Geek Squad -- This is a group of techo geeks in the free paper industry who share information
and experience for the betterment of all. That's code for "Beam me up,
Scotty." If that fits you, click the link to join. If it fits someone else in your organization, have them join.
Look for more groups as we expand this service. Let us know if you have ideas for additional groups!
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TownNews.com partners with VMIX |
(Paid Advertisement)
By Greg Booras
I am very pleased to announce that TownNews.com has selected VMIX as our premium video solution provider. Beginning this month we will be offering an enhanced video player that will give you the ability to add another revenue stream to your Web site.
According to the Kelsey Group, an advertising research firm, small businesses spent $10.9 million on Internet video ads in 2007 and will spend as much as $1.5 billion in 2012. With our new enhanced video solution you will be able to offer your advertisers the product they want and need to engage online consumers. The VMIX platform supports a variety of desirable advertising options including pre/post-roll, overlay, and sponsorship opportunities.
"We are very pleased that TownNews.com has chosen VMIX as its premium video solutions provider," VMIX Regional Director of Business Development Steve Smith said. "We really believe that TownNews.com's network of sites stands to benefit tremendously by creating a more interactive experience for its viewers and advertisers."
This product is a great way to extend the reach of your newsroom by having the ability of accepting user-generated content via a computer, camera or a mobile phone. It also provides fresh content topics relevant to your readers, which in turn will prompt more visits and time spent on your site.
You will no longer need to worry about bandwidth, storage or conversion charges associated with video, as the base package includes up to 10,000 video views per month.
For pricing or more information, please feel free to contact me or your sales manager.
(Greg Booras is the vice president of sales at TownNews.com. He may be reached at gbooras@townnews.com.)
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Cheers,
Craig McMullin
AFCP
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BLOX -- A solution for your newsroom
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See the related article below from our friends at TownNews.com
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Follow AFCP on Twitter
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If you have a Twitter account, you can follow AFCP. Just enter
"f afcp"
in the update field on your Twitter page.
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AFCP Goes Social
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Now you can connect with industry associates by joining the AFCP groups.
AFCP has created groups at each of the major social networking sites (LinkedIn and Facebook).
Just click here for instructions on how you can join the AFCP groups. |
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