imPRESSions - FCPNY newsletter Spring 2016.pdf · • Industry Updates • Photos, news & more W e...
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Free Community Papers of New York Association of publishers of free distribution shopping guides, newspapers and periodicals throughout New York State SPRING 2016 imPRESSions Inside: • Sales Summit Wrap-up • Graphic Award Winners • Industry Updates • Photos, news & more W e R e a c h e d t h e S u m m it & B e y o n d !
Transcript of imPRESSions - FCPNY newsletter Spring 2016.pdf · • Industry Updates • Photos, news & more W e...
Free Community Papers of New YorkAssociation of publishers of free distribution shopping guides, newspapers and periodicals throughout New York State SPRING 2016
imPRESSions
Inside:• Sales Summit Wrap-up • Graphic Award Winners• Industry Updates • Photos, news & more
We Reached the Summit & Beyond!
PaperChain Update ................................................................ 7Board of Directors ................................................................. 8Kevin Slimp - Pressing Issues ........................................... 13 Associate Members..................................................................... 18Legalese with Nick Fiorenza ............................................. 22SMC Update with Donna Hanberry .................................... 27
– NEWSLETTER –Published for the benefit of our members.
Volume 39 Number 2 • Spring 2016
FREE COMMUNITY PAPERS OF NEW YORK
PUBLISHER/EXECUTIVE DIRECTORDan [email protected]
PRESIDENTDavid Grayson
AD SALESTom [email protected]
ADVERTISING, EDITORIAL & PRODUCTIONFCPNY109 Twin Oaks DriveSuite C2Syracuse, NY 13206Toll Free: 877-275-2726Fax: 877-790-1976www.fcpny.com
FCPNY is not liable for errors appearing in advertisements beyond the cost of the space occupied by the error, and notification must be made in writing within 10 days of publishing. The right is reserved by FCPNY to edit, reject or cut any copy without notice.
NO CASH REFUNDS.
The opinions of the individual contributors or correspondents do not necessarily reflect those of the publication or its management.
FCPNY may include material produced under copyrighted or syndicated ad service. Permission of the publisher must be obtained before copying any of the material from any issue of the FCPNY Newsletter.
GRAPHIC DESIGN/LAYOUT
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TAB
LE O
F C
ON
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SALES 101
page 15
ExecutiveDirector’s Message
3
Sales & Training Director’s Message
6
www.afcp.org www.ifpa.com www.cvcaudit.com www.paperchain.com
page 2 SPRING 2016 imPRESSions
page 5 page 9
2016 GRAPHIC AWARDS
WINNERS
20Pete DeMola acknowledged with prestigious state-wide award
NY Publishers Score Well in AFCP National Awards
The Sun Salutes Their Own Rising Stars
21
From the Desk of Your EXECUTIVE DIRECTOR
Dan Holmes
I have just one message for this edition of your imPRESSions
newsletter and it fits well with the arrival of spring and the spirit of
rejuvenation that it brings.
Every year FCPNY provides each of our members the opportunity to
work with Circulation Verification Council (CVC), an independent,
third-party reporting audit company. CVC provides an audited
statement of your circulation that can unlock increased revenue and
place your publication and your sales representatives in an elevated
professional status versus your competition.
These days, with increased competition for advertising revenues and
circulation, audited circulation places publications ahead of the pack.
To ensure advertising decision makers have the data they need to
fully consider a publication and to earn a competitive advantage
against other media, publishers can turn to circulation audits and
readership studies.
Just like other supplies you purchase for your publication, circulation
audits are tools. Publishers who complete an audit and are proactive
in its use and promotion will see the full benefit of FCPNY’s $30,000
annual investment. To get the biggest return on this investment,
make sure you promote your audit, and allow CVC to help. It’s easy
and it’s free. Many audit promotion programs are included in the cost
of your audit, so feel free to use what works for your publication.
Review the samples provided through this link www.cvcaudit.com/
publishers/audit_promotion.aspx to see what other publishers
have done to promote the information provided by CVC.
In addition to the verified circulation information you receive, CVC
also provides valuable readership survey data for each publication.
These reader surveys determine reader demographics and purchase
intentions vital to advertising purchase decisions. CVC utilizes multi-
tier study platforms that can include online, QR code, in-paper, blast
email, Facebook and Twitter, and phone studies. CVC reader surveys
can also differentiate reader demographics and purchase intentions
for multimedia presentations (print, website, digital edition, etc.)
The primary reason we have chosen CVC as our audit fulfillment
company is because of their absolute commitment to remain
independent and provide unquestionable data about our member
publications. Another equally important reason is because of CVC’s
constant availability to help our publishers make the most of their
readership and circulation data. Tim Bingaman, president of CVC, is
just a phone call away for hands-on guidance and training to assure
you of making the most of your CVC audit value. Tim will personally
train you and your sales reps on what your data means and how to
positively influence customers in your market and generate additional
revenue for your publication. Tim was the guest presenter for May
in our monthly training webinar series, an opportuninty that too few
took advantage of.
GREETINGS
SPRING 2016 page 3imPRESSions
You can learn more about your CVC audit and begin to make the
most of the information it provides by downloading this PDF and
visiting www.cvcaudit.com As always, you can also call on me
and Tom Cuskey in your FCPNY office to answer any questions
you may have.
Almost all of our member publications take advantage of the CVC audit
but if you are one of the few who does not, give us a call today. We
will help you pull together the limited information you need to report
your data to CVC and take advantage of this wonderful FCPNY member
benefit. To those who are receiving annual audits I strongly encourage
you to make the very most of the information it provides.
Until next quarter, Happy Spring and Happy Selling!
Executive Director’s Message (cont.)
We are happy to email a PDF and a link to the online flip-book of our newsletter to any
and all of your staff members. Simply send us a list of names and emails to: [email protected]
SHARE THE NEWS
page 4 SPRING 2016 imPRESSions
NEWS
We hope no one actually
fears selling an AdNetworkNY
classified ad, but there are a
lot of FCPNY member sellers
out there who haven’t
conquered the opportunity
yet. To that end we have dis-
tributed a 90-second video
infomercial to all publishers, hoping
that each will use it as a sales training tool and marketing aid. If one visits
our retail website -- http://www.adnetworkny.com/ -- you’ll also find
the video in the center of the home page. We’ve tried to demystify the
process and introduce prospects to the value that network ads deliver.
They’re not for every customer you currently sell but they can be very
attractive to those who need more extensive market coverage on a
consistent basis. If you haven’t watched, do so today and please consider
adding it to your classified pages on your own website, too. Network
classifieds fund all member benefits and generate revenue for your
customer and your paper!
“People fear what they don’t understand and hate what they can’t conquer.”
– A N D R E W S M I T H
SPRING 2016 page 5imPRESSions
Nearly sixty publishers, sales personnel and graphic artists gathered
on April 1 at the RIT Inn and Conference Center in Rochester for the
2016 Sales & Graphics Summit hosted by Free Community Papers
of NY. The conference garnered great reviews from attendees on
content delivered by our two expert presenters.
Dennis Wade made the trip north from his Texas home to share
with sales attendees the benefit of his years of experience as a sales
director and publisher in our industry. Dennis’ “Right Thing, Right
Way, Right Now” presentation focused on building sales research
and presentation skills. Dennis has spoken to a number of association
groups but this was his first time with FCPNY members and his
message was enthusiastically received. One of the many comments
received summed up Dennis’ efforts perfectly: “Outstanding
presentation-Dennis was effective and efficient!”
On the graphics side, our speaker was no stranger to working with
FCPNY. Graphics guru Kevin Slimp worked with member creative
staffers in attendance, introducing them to the latest tips, techniques
and trends. Kevin also wrapped up our day with a talk on the health
and direction of our industry. Kevin visits many papers around the
country through the year and is enthusiastic that the print industry is
a great place to be in business right now.
Please watch your email and future newsletters for news on
upcoming FCPNY training and networking events.
2016 SALES & GRAPHICS SUMMIT DELIVERS CONTENT & VALUE
From Your SALES & TRAINING DIRECTOR
Tom Cuskey
You can’t be too rich or too thin…or too well trained. Spring
2016 industry conference season was a testimony to that last item as
publishers continue to rely on associations like ours to provide skill-
honing opportunities to sales and marketing personnel (lucky for me!).
1. FCPNY Sales Summit The FCPNY Sales Summit, held April 1 in
Rochester, was attended by nearly 60 salespeople
and publishers who took advantage of Dennis
Wade’s Right Thing, Right Way, Right Now
program and some of the innovative approaches
Dennis teaches to build your business.
2. MACPA As a proud member of AFCP’s The Leadership
Institute (TLI) faculty, I had the opportunity to travel to Pennsylvania in
April and spend a couple of days with the folks at the MACPA (Mid-
Atlantic Community Papers Association) spring conference. Day one was
geared to publishers and day two offered a more sales focused agenda.
The Bible says you can’t be a prophet in your hometown but travelling
400 miles to train doesn’t necessarily make me any smarter. Class
reviews and comments were all good, however.
So what are you waiting for?I’d be honored to come to your office and present a custom training
program for you…no charge, just cover driving/travel expenses.
It’s a member benefit you’ve earned and shouldn’t hesitate to
cash in on! Summer is a great time to train and gear up for fall
selling. CLICK HERE for info.
3. AFCP/San Diego Jim Busch, everyone’s favorite training
resource and Paper Chain’s Link &
Learn author, was honored for his
contributions at the conference with
the Gladys Van Drie Volunteer Award.
A very surprised and humbled Jim is
pictured here with wife Glenda and
grandson Matt.
TLI OnlineJim is also the force behind many of the TLI class offerings, seven
of which are available online to AFCP members. Non-members
can sample any two of the classes offered – and they are a great
new-hire training resource or a tune up for salespeople of any
vintage. CLICK THIS LINK to see what is offered.
My job is to help members with sales training needs –
please let me know how I can be of service to you!
A MESSAGE
Tompage 6 SPRING 2016 imPRESSions
SPRING 2016 page 7imPRESSions
PAPERCHAIN UPDATE
In the late 1990’s a handful
of free paper leaders began
to look beyond their own
publications and their
immediate free paper
markets and initiated an
expansive discussion, looking
at the industry as a whole across the nation.
This was done to identify and pursue greater
awareness of the industry and to actively look
at new opportunities for free paper publishing
companies.
That discussion lead to what was called the
Delta Project, which eventually lead to the
creation of the organization we know today
as PaperChain.
Now in it’s thirteenth year of existence the
organization, made up of all the state, regional
and national free paper associations, has been
forced to weather some rough economic seas
over the last few years.
Some of the PaperChain founding organizations
no longer exist and a number of our collective
members have been forced to rein in the size
and scope of their operations. We’ve witnessed
many who could not weather the storm and
have ceased publishing, including some iconic
franchises and we’ve seen consolidations,
buyouts and many young professionals stepping
forward into leadership roles.
At the same time, we’ve witnessed similar
activity in competing media, in many ways
leveling the playing field that at one time did
not work to our favor.
Today we see greater acceptance of free
community papers as strong buys, both locally
and nationally through media agencies. We’ve
also witnessed publishers breaking the former
free paper mold to expand services in a number
of new and creative ways to seize opportunities
in both the print and the digital arena.
PaperChain and many of our franchises were
born out of an entrepreneurial spirit; an idea
that required hard work and an investment of
time and money. That commitment still lives on
today in many successful free paper publishing
enterprises.
While our numbers may not be as large as in
past years, those of us operating today have
adapted to be prepared for the opportunities
that lie ahead. Simply put the free paper
industry is stronger and better positioned today
to excel in today’s competitive environment
than at any time in our history.
The well traveled Kevin Slimp tells us that
responses from a recent survey of over 800
publications show locally owned and operated
papers are almost twice as likely to have
experienced improved health over the past
three years.
By Dan Alexander
Strength in Numbers
page 8 SPRING 2016 imPRESSions
PAPERCHAIN (CONT.)
We all know the value print holds as part of a strong
marketing mix, despite much publicity to the contrary
regarding the viability of print products. Slimp’s results
prove that our media has strong staying power for
many years to come and is still highly valued by the
general public as a source of local information.
The mission of PaperChain, and for that matter all
of us in the free paper industry, is to wisely share our
resources and especially our collective knowledge so
that we not only enhance our own properties but that
we work together to build a solid foundation for this
industry.
The PaperChain Board of Managers welcomes and
encourages all association members to consider
playing a more active role in the organization’s
committee activities. Please contact me or your
association’s board representative if you are willing to
add your voice to the mission of guiding the industry
during what we believe will be a very important time.
FCPNY
John McIntyreSpotlight Newspapers,
Delmar
TREASURERKaren Sawicz*
Lake CountryMedia, Albion
Steve HarrisonGenesee Valley
Publications, Avon
CPAN Directors
1ST VICE PRESIDENTBridgette Stewart*
The Hi-Lites,Watkins Glen
Randy ShepardCounty Shopper,
Delhi
Carla ChaseYorktown Pennysaver,
Yorktown Heights
Christine KennedyWarsaw Penny Saver,
Warsaw; Perry Shopper,Perry
2ND VICE PRESIDENTBill Brod*
Syracuse New Times
Richard SnyderSnyder Communications,
Norwich
PRESIDENTDavid Grayson*LeRoy Pennysaver,
LeRoy
John RozeskiRW Publications,
Orchard Park
James AustinCommunity Papers of
Western NY, Cheektowaga; Angola Pennysaver, Angola
BOARD OF DIRECTORS
FCPNY is one of the oldest and largest state organizations of free circulation papers. Over the past several
years, we have grown to be one of the most active. The members of our board of directors have donated
countless hours to our association, and we take this opportunity to say “thank you” to:
Dan AlexanderDenton Publications,
Elizabethtown
Cheryl TearsThe Merchandiser,
Clifton Springs
Chuck PalermoWayuga Printing
& Publishing,
Red Creek and Wolcott
* Officers serve on both the FCPNY and CPAN Board of Directors
SPRING 2016 page 9imPRESSions
CREATIVITY AND EXCELLENCE HIGHLIGHT THE 2016 FCPNY GRAPHIC AWARDS
AND THE WINNERS ARE...
The 2016 Sales & Graphics Summit held April 1st at the RIT Inn and Conference Center in Rochester was the setting for the 2016 FCPNY Graphic Awards
presentation. Committee co-chairs Karen Sawicz (Lake County Media) and Bridgette Stewart (HiLites/Seneca County Area Shopper) provided enthusiastic
narration for the presentation, honoring all of the member companies that submitted more than 300 entries in this year’s competition. Awards were given
in categories encompassing graphics, design creativity, online websites and Facebook pages, editorial offerings and original photography.
A new aspect to recognizing our winners and contributors was implemented this year, and our committee hopes it will catch on in future competitions.
We asked that entries include the names of the graphic designers who created them as well as the name of the salesperson responsible for making the
opportunity happen with the customer. While not all entries included that information in this inaugural effort, we look forward to recognizing even more
staff members in next year’s presentation.
Many thanks go to our judges who freely give of their time and talent to evaluate all of the entries we received. They include Darrell Davis of Metro
Creative Graphics. Sharon Henderson, now retired from the Scotsman Press and independent graphic artist Kristy Ryan. Online and editorial judges
included Tami Scott, Jonathan Romano, Dick Colvin and Matt Meader.
A complete list of this year’s winners is below and on the following pages. Thanks again to all entrants and congratulations to this year’s winners.
Cat # Category Description Division Div. Desc. Place Publication
1 General Excellence Magazine 1st Genesee Valley Publications
1 General Excellence Magazine 2nd The Merchandiser
2 General Excellence Tabloid A Up to 15% non-advertising 1st Norwich/Sidney/Wharton Valley Pennysavers
2 General Excellence Tabloid A Up to 15% non-advertising 2nd Lake Country Pennysaver
2 General Excellence Tabloid A Up to 15% non-advertising 3rd Seneca County Area Shopper
2 General Excellence Tabloid B More than 15% non-advertising 1st Syracuse New Times
2 General Excellence Tabloid B More than 15% non-advertising 2nd Turnpike/Oneonta-Cooperstown Pennysavers
3 Sales Presentation 1st Genesee Valley Publications
4 Ad Design Contest AdNetworkNY Promotion 1st Genesee Valley Publications
5 Best Grocery Ad A B&W 1st Norwich/Sidney/Wharton Valley Pennysavers
5 Best Grocery Ad A B&W 2nd Norwich/Sidney/Wharton Valley Pennysavers
5 Best Grocery Ad A B&W 3rd Norwich/Sidney/Wharton Valley Pennysavers
page 10 SPRING 2016 imPRESSions
2016 FCPNY GRAPHIC AWARDS WINNERS
Winners announced April 1, 2016
Cat # Category Description Division Div. Desc. Place Publication
5 Best Grocery Ad B Color 1st The Merchandiser
5 Best Grocery Ad B Color 2nd The Merchandiser
5 Best Grocery Ad B Color 3rd The Merchandiser
6 Best Restaurant Ad A B&W 1st All Island Media
6 Best Restaurant Ad A B&W 2nd Norwich/Sidney/Wharton Valley Pennysavers
6 Best Restaurant Ad B Color 1st Genesee Valley Publications
6 Best Restaurant Ad B Color 2nd The Merchandiser
6 Best Restaurant Ad B Color 3rd All Island Media
7 Best Conv. Store/Deli Ad A B&W 1st All Island Media
7 Best Conv. Store/Deli Ad A B&W 2nd My Shopper/Mohawk Valley
7 Best Conv. Store/Deli Ad B Color 1st All Island Media
7 Best Conv. Store/Deli Ad B Color 2nd Genesee Valley Publications
7 Best Conv. Store/Deli Ad B Color 3rd Chase Media Group/Yorktown Pennysaver
8 Best Single Ad B&W A Up to 12” depth 1st All Island Media
8 Best Single Ad B&W A Up to 12” depth 2nd Lake Country Pennysaver
8 Best Single Ad B&W A Up to 12” depth 3rd Lake Country Pennysaver
8 Best Single Ad B&W B 12” or more depth 1st The Hi-Lites
8 Best Single Ad B&W B 12” or more depth 2nd The Hi-Lites
9 Best Single Ad Color A Up to 12” depth 1st The Merchandiser
9 Best Single Ad Color A Up to 12” depth 2nd Norwich/Sidney/Wharton Valley Pennysavers
9 Best Single Ad Color A Up to 12” depth 3rd The Merchandiser
9 Best Single Ad Color B 12” or more depth 1st Norwich/Sidney/Wharton Valley Pennysavers
9 Best Single Ad Color B 12” or more depth 2nd Norwich/Sidney/Wharton Valley Pennysavers
9 Best Single Ad Color B 12” or more depth 3rd Seneca County Area Shopper
10 Best Ad Series 3 to 10 ads 1st All Island Media
10 Best Ad Series 3 to 10 ads 2nd The Merchandiser
10 Best Ad Series 3 to 10 ads 3rd Seneca County Area Shopper
11 Best Automotive Ad A B&W 1st Norwich/Sidney/Wharton Valley Pennysavers
11 Best Automotive Ad A B&W 2nd Norwich/Sidney/Wharton Valley Pennysavers
11 Best Automotive Ad A B&W 3rd Norwich/Sidney/Wharton Valley Pennysavers
11 Best Automotive Ad B Color 1st The Merchandiser
SPRING 2016 page 11imPRESSions
2016 FCPNY GRAPHIC AWARDS WINNERS
Cat # Category Description Division Div. Desc. Place Publication
11 Best Automotive Ad B Color 2nd The Merchandiser
11 Best Automotive Ad B Color 3rd The Merchandiser
12 Best Institutional Ad A B&W 1st Lake Country Pennysaver
12 Best Institutional Ad A B&W 2nd Chase Media Group/Yorktown Pennysaver
12 Best Institutional Ad A B&W 3rd Lake Country Pennysaver
12 Best Institutional Ad B Color 1st The Merchandiser
12 Best Institutional Ad B Color 2nd All Island Media
12 Best Institutional Ad B Color 3rd The Merchandiser
13 Best Agency Design Ad B Color 1st Chase Media Group/Yorktown Pennysaver
14 Single Sheet Insert 1st All Island Media
14 Single Sheet Insert 2nd Marketplace Today
14 Single Sheet Insert 3rd Marketplace Today
15 Self Promo Own Publication A In-paper self promo 1st Chase Media Group/Yorktown Pennysaver
15 Self Promo Own Publication A In-paper self promo 2nd Syracuse New Times
15 Self Promo Own Publication A In-paper self promo 3rd All Island Media
15 Self Promo Own Publication A In-paper self promo HM Turnpike/Oneonta-Cooperstown Pennysavers
15 Self Promo Own Publication B Front Pg Banner 1st My Shopper/Mohawk Valley
15 Self Promo Own Publication B Front Pg Banner 2nd Genesee Valley Publications
15 Self Promo Own Publication B Front Pg Banner 3rd Seneca County Area Shopper
16 Self Promo Other/Alternative Media. A Other Media 1st All Island Media
16 Self Promo Other/Alternative Media. A Other Media 2nd Genesee Valley Publications
16 Self Promo Other/Alternative Media. A Other Media 3rd Chase Media Group/Yorktown Pennysaver
16 Self Promo Other/Alternative Media B Rate Card 1st Lake Country Pennysaver
16 Self Promo Other/Alternative Media B Rate Card 2nd Chase Media Group/Yorktown Pennysaver
16 Self Promo Other/Alternative Media B Rate Card 3rd Genesee Valley Publications
17 Self Promo - Classifieds 1st Chase Media Group/Yorktown Pennysaver
17 Self Promo - Classifieds 2nd Norwich/Sidney/Wharton Valley Pennysavers
17 Self Promo - Classifieds 3rd Turnpike/Oneonta-Cooperstown Pennysavers
18 Special Promotions A In-paper/special section 1st Genesee Valley Publications
18 Special Promotions A In-paper/special section 2nd My Shopper/Mohawk Valley
18 Special Promotions A In-paper/special section 3rd Turnpike/Oneonta-Cooperstown Pennysavers
18 Special Promotions B Sep section/pullout 1st Syracuse New Times
19 Separate Publications A Magazine/Newsprint 1st Syracuse New Times
2016 FCPNY GRAPHIC AWARDS WINNERS
Cat # Category Description Division Div. Desc. Place Publication
19 Separate Publications A Magazine/Newsprint 2nd Lake Country Pennysaver
19 Separate Publications A Magazine/Newsprint 3rd Westside News
19 Separate Publications B Magazine/Heavy or Glossy 1st Lake Country Pennysaver
19 Separate Publications B Magazine/Heavy or Glossy 2nd Genesee Valley Publications
19 Separate Publications C Magazine/Combo stock 1st All Island Media
19 Separate Publications C Magazine/Combo stock 2nd Norwich/Sidney/Wharton Valley Pennysavers
19 Separate Publications C Magazine/Combo stock 3rd All Island Media
19 Separate Publications D Tabloid 1st Norwich/Sidney/Wharton Valley Pennysavers
19 Separate Publications D Tabloid 2nd Turnpike/Oneonta-Cooperstown Pennysavers
19 Separate Publications D Tabloid 3rd Norwich/Sidney/Wharton Valley Pennysavers
20 Editorial Community/Customer Svc 1st Tri-State Pennysaver
20 Editorial Community/Customer Svc 2nd Genesee Valley Publications
21 Editorial Best Writing A General News 1st Syracuse New Times
21 Editorial Best Writing A General News 2nd Westside News
21 Editorial Best Writing B Feature article 1st Syracuse New Times
21 Editorial Best Writing B Feature article 2nd Chase Media Group/Yorktown Pennysaver
21 Editorial Best Writing C Editorial 1st Syracuse New Times
21 Editorial Best Writing C Editorial 2nd Genesee Valley Publications
22 Best Original B&W Photo B w/News 1st Syracuse New Times
22 Best Original B&W Photo C w/Sports 1st Syracuse New Times
23 Best Original Color Photo A w/Feature or News 1st Syracuse New Times
23 Best Original Color Photo A w/Feature or News 2nd Westside News
23 Best Original Color Photo A w/Feature or News 3rd Westside News
24 Online Presence A Website 1st Syracuse New Times
24 Online Presence A Website 2nd Tri-State Pennysaver
24 Online Presence A Website 3rd Chase Media Group/Yorktown Pennysaver
24 Online Presence B Facebook 1st Syracuse New Times
24 Online Presence B Facebook 2nd Tri-State Pennysaver
24 Online Presence B Facebook 3rd Genesee Valley Publications
page 12 SPRING 2016 imPRESSions
By Kevin Slimp, “THE NEWS GURU”
If a person hangs around
long enough, he’s bound to
get noticed. That’s my theory
anyway.
When asked why I receive so
many requests for help from
newspapers, I simply mark it down to longevity.
I’ve been around the business long enough for
most publishers, and others, to know me.
On Tuesday of last week, I received requests to
visit five newspapers in four states. For some,
the most pressing need is training. A few seek
advice concerning the overall structure of their
operations. Still others are hoping I can find the
solution to problems which have plagued their
newspapers for too long.
Ten or 15 years ago, I would worry a bit before
boarding on a plane to make a consulting visit.
Concerned there might be bigger problems than
I could solve, it was always a relief to eventually
get on the flight back home.
Those days are past. I don’t stress or worry about
upcoming trips. One reason is there’s simply
no time for worry while visiting two or three
papers each week. A more likely explanation is
there’s not much I haven’t seen after 20 years of
consulting, so issues that might be huge in the
eyes of a client often have simple solutions when
seen through the eyes of experience.
Here are some of the most common questions
I’m asked while on-site at newspapers:
Question 1: Is there a better way to
produce my newspaper?
The topic of production comes up a lot during
my visits. This particular question is one of the
most difficult, because there’s almost always
someone who doesn’t like my answer.
Ponder this: How often do you visit some type of
business and think, “There’s got to be a better
way?” If you’re like most, the answer would be,
“That happens a lot.”
That’s what makes this a difficult question. It’s
not that I don’t know the answer. Usually, within
just a few minutes I’ve noticed several potential
improvements to the workflow. It’s natural for
people to resist change. So I tread this question
gently, hoping to gain the trust of most everyone
on staff before sharing my thoughts.
For instance, most people enjoy designing pages.
The truth, however, is it’s important to have good
designers working on pages and good writers
writing stories. Sure, photographers sometimes
like having total control of their photos, but
there’s often someone on staff who is particularly
skilled at color editing, leaving the photographer
more time for what they do best, shooting photos.
In Cambridge, Minnesota, the staff wanted to learn how to get the best results on the page. That led to inviting them to visit the printing plant to learn how a press works and why dot gain, color settings and resolution are so important.
SPRING 2016 page 13imPRESSions
SLIMP CONTINUED
As an adviser, I use experience to guide me in
knowing when to advise changes, and when to
realize, for the time being, things might work
better as they are.
Question 2: Why are we having so many
problems with ads clogging up the system
or printing incorrectly?
I don’t like bringing up issues with PDF files.
Sometimes it seems like I’ve spent my life
dealing with them. But the truth is I haven’t
visited a paper in a long time that didn’t have
issues with PDF files.
Most don’t realize their trouble is coming from
PDF files. A pressman might ask, “Why do files
coming from advertising cause errors when
going through the RIP (raster image processor)?
A publisher might ask, “Why are we losing so
much money because ads aren’t printing right
in our paper?”
A page designer might ask, “Why are quotation
marks turning to strange symbols?” or “Why
are boxes appearing on the page where letters
should be?”
As much as the good folks at Adobe want
you to believe otherwise, the answer is almost
always found in the method used to create the
PDF files.
One of the most common messages I receive
after visiting a client is, “We’ve already covered
your cost in savings from ads printing correctly.”
It’s not rocket science. Ensuring those PDF files
are error-free before sending them to the RIP
will make everyone sleep better.
Question 3: Will we increase profits and
produce better papers by centralizing
production?
When approached with the idea of moving the
productions of multiple newspapers to a central
office, I’ve found it wise to do more listening
than talking.
Most clients are already hoping I will say,
“Yes, that’s a good idea,” before I arrive.
I figure, however, they’re paying me good
money and want objective answers, rather
than having me placate their egos – improving
my chances of being invited back.
Sometimes the answer is “yes.” If they own
three papers in one county with a total
circulation of 1,600, it probably doesn’t take
three full-time design staffs to lay out the pages.
However, often the answer is “not so fast.”
Research indicates often the best way to
produce long-term growth is improving the
quality of the products. Moving to a central
production facility often has more to do with
reaching short-term cost reduction goals than
achieving long-term growth.
As often as not, when faced with this question,
I will have serious discussion with a publisher,
CEO or other manager, resulting in a decision to
use current resources to improve the quality and
profits of their newspapers, rather than cutting
to grow, which rarely works in the long run.
I could write a column titled, “The 100 most
often asked questions during on-site visits,”
but the editor of this publication might not be
pleased with such a topic. So, for now, let’s stick
with these three.
page 14 SPRING 2016 imPRESSions
Each quarter, this special section features articles written by your fellow FCPNY sales managers and publishers, as well as relevant items of interest from sales trainers, authors and contributors. We expect that you will find these articles informative and timely, and we encourage you to share them with your sales staff when you feel it is appropriate. If you are a sales manager and would like to be involved with the FCPNY Sales Management Division Board, or if there is a particular topic that you would like to see addressed in future editions, please email your request to Tom Cuskey at [email protected].
SALES 101
presented by your FCPNY
Sales Management Division
Scarlette MerfeldDenton Publications1ST VICE PRESIDENT
Gary Hill Lake Country PennysaverPRESIDENT
Rita ButtersSouthern Tier Shopper
Daria ReitknechtGenesee Valley Penny Saver
Lisa ThomasChase Media Group
Meg BourdetteRW Publications
3 Signs You Are Positively Engaged at WorkBy Dr. Joey Faucette
“How do you know you’re doing what you’re supposed to be doing for work?” the college student asked me. A middle-aged guy and I had the same discussion recently as he transitions careers. The answer lies in your heart; what you “Believe” about your work, the third core practice of a Work Positive lifestyle. What emotionally engages you about your work? What are you looking for at work? These conversations prompted my own looking for and discovering 3 Signs You Are Positively Engaged at Work: You Look Forward When you are positively engaged at work, you look forward to the morning. Now you might think, “Dr. Joey, I’m not a morning person.” All the more reason that this sign means you’re positively engaged at work. You get out of bed with a certain sense of anticipation—“I wonder what will happen today?”
You avoid that internal conversation of “Come on now. You gotta go to work. You’ve got bills to pay. Let’s go!” You look forward to the morning with curiosity and expectation for what positive experiences you’ll have. You Look UpThe next sign you’re positively engaged at work is when you regularly look up and the day is about done. Suddenly the clock reads, 2:16PM, and you think, “Really? I’ve worked 5 hours? Seems more like 2…”
Of course the rate at which time flies or crawls is totally determined by your perception. Lack engagement? Five o’clock takes forever to arrive. You’re packed up, desk clean, and ready to go by 4:30. Positively engaged? You look up and sud-denly the day is almost done. You’re in The Flow, that sweet spot of productivity and purpose that rewards you with a satisfying sense of “I get paid to do this?” You look up and are amazed by how quickly the day passes.
You Look AroundThe third sign you’re positively engaged at work is when you look around at the team you’re with…and smile. You know John is positively engaged with his work, also, because he smiles back. You think about his Dad who is ill and you remind yourself to ask next time you talk. You know Amy is positively engaged with her work, too, because she smiles back even though she’s tired of being pregnant and yet she is in the office so the team finishes the big project on time. When you look around at the team with a smile, with fondness and empathy in your heart, with knowledge in mind of their life situations, and with gratitude in your spirit for the privilege of working with these folks, you are positively engaged with your work. You Believe and enjoy your Work Positive lifestyle!
Dr. Joey Faucette is the #1 best-selling author of Work Positive in a Negative World (Entrepreneur Press), Work Positive coach, & speaker who helps business professionals increase sales with greater productivity so they get out of the office earlier to do what they love with those they love. Discover more at www.GetPositive.Today.
SPRING 2016 page 15imPRESSions
SALES 101
QR codes are a great way to bridge off line to online media. A QR code enables a paper to digitally transfer information. QR Codes allow more interaction than print media. This allows a new dimension of communication between advertiser and consumer. A TV commercial or radio commercial cannot utilize QR codes the way print can.
How does a QR code work?
What can a QR Code do? • View a Mobile Website • Send a Text Message • Send an Email • View a Message or Special Offer • Download Contact Details (VCard) • View a Google Maps Location • View A Social Media Profile • View a Video
Suggested Uses…A video trailer of your business – show your entire stock in panoramic sweeps of your business or focus on a single product (for instance one car showing shots of the exterior & interior including the running motor vs. a panoramic sweep of the whole lot). A customer giving testimonial to your services or products. A QR Code can link to a preex-isting YouTube video i.e. one showing a painting tech-nique that an advertiser having a special on paint can place
in their ad. Anything you can think of to show and/or say in 30-45 seconds (which is longer than you think) can be embedded to a QR Code.
A QR Code can direct a consumer to an existing website whether it’s yours or a specific website with product information. (i.e. if you sell Kubota tractors or Benja-min Moore Paint, the QR Code can lead to the webpage that lists the features and
benefits of that particular item that the manufacturer has on their website). This can also be used if the manufac-turer is offering a coupon on their website that is accepted at your store to direct consumers to the savings and have them bring that in to you.
To pass on your contact information – scanning a QR Code can lead to a download of your business name, address & contact information along with a list of your services to the phone or tablet that scanned the code. A QR Code can also
direct someone to your customer service contact to inquire about more information.
A QR Code can allow you to add the scanner to your email contacts for sending newsletters or special sale announce-ments. You could also send an email inviting them to an exclusive sale for “members” or an email with a special of-fer to first time customers. You could establish a customer loyalty program from this contact.
Scanning a QR Code could get a consumer a one time message from you or a special offer good only when they show the message on their phone at your store (this allows you to give a nice incentive without it being available to the “general” public so that it doesn’t cost the advertiser very much. You could also use this one time message to enter the consumer in a contest or offer a free prize to be picked up at your business.
You can use a QR Code to give the viewer a Google map with your businesses pinned, which includes driving direc-tions. This is good when you rely on tourist trade or if you have a bit of an “out of the way” location.
If you use Facebook or other social media to promote your business and are having a lot of luck with it or need to get the message out for more people to “like” your page a QR Code in your ad can direct consumers to your social media location.
QR Code Stands for Quick Response Code – Isn’t That What You’re Advertisers Are Asking For?By Rita Butters, Southern Tier Shopper
page 16 SPRING 2016 imPRESSions
SALES 101 Action Power Memo Joe’s Knows: Your monthly dose of motivation for winners!
Take Responsibility
The Blame GameStop pointing your index finger and blaming circum-stances or others for what happens to you. Whenever you point that finger, three other fingers are pointing back at you. I heard that expression many years ago, and it comes to mind every time I am tempted to play the blame game. I had to retype this entire opening paragraph because I forgot to turn off my touchpad, and I erased everything that I had already typed.
My BadThe touchpad made me do it. Not true! The cause was that I forgot to turn off the touchpad, and I had to start over. It forced me to go online and learn how to turn off my touchpad, something that I did not know until now. So I learned something new instead of getting upset and blaming the computer. It also gave me new material to write about.
I Am a FanRecently my wife and I watched a movie about the young Walt Disney. I have been a fan of Walt Disney for many years. I read his book in 1978 after my ad agency lost 70% of our business. We had put all of our eggs in one basket and watched the basket. The basket turned over, and we were short our largest account. Needing a respite, I decided to take my family on a trip to Disney World in Orlando. While I was there, I bought a copy of a book called, “Disney.” The timing was perfect.
Who Is Oswald?I read the book in one day. Walt never blamed anything or
anybody for his setbacks. He always accepted what hap-pened and moved forward. As you walk around Disney World, it is hard to believe that the man who conceived and built it had gone bankrupt several times and that his first theater cartoon hit was not Mickey Mouse, but a char-acter called Oswald the Rabbit. An unscrupulous business partner stole the idea, and put Walt out of business.
The Magic KingdomDisney did not point fingers. He simply picked himself up and started over again. The Magic Kingdom waved its magic wand on my thinking, and when I returned home from our Disney experience, I came back from our loss and we built the business to one of the largest advertising agencies in Kentucky. Today there is probably a govern-ment program for those who want to lick their wounds instead of licking their problems. If we are not careful, a handout can keep us from trying again; a handout might have caused me to stay in failure mode. I had no choice but to move forward and learn from my mistakes.
Success Breeds SuccessIt is wise to study the lives of successful people to see how they overcame adversity to become effective and prosperous. Perhaps we make it too easy for our young people to succeed. I have often learned more from my failures and adversities than from my successes. If you help a young bird to break free from its shell, the young bird will soon die; breaking out of the shell gives the bird strength to survive.
Poor MeI am glad I watched the Walt Disney movie again because I am grateful to Walt Disney for his example when I needed it most. I concede that it was not fair that the client left our agency.
At the time I could have felt sorry for myself and played the victim. Instead, I chose to turn a lemon into lemon-ade. Several years later, that same client chose our agency as the agency of record for his business. Ironically, a few months ago when I ran into the former CEO of that com-pany, he admitted that terminating our agency was one of he worst business decisions he had ever made.
Own UpTake responsibility for the circumstances that are sup-pressing you. Own up to the fact that no matter what is happening, it can be changed if you decide to take positive action. I walk at our church’s health facility three times a week. I see a blind man named Ron walking the track every time I am there. He told me that he has been going to the health club for ten years. Ron is in good shape be-cause he decided not to stay home and stay blind. He can see better than most of us who have our eyesight. Make today the day you take full charge of your life and future and stop pointing outward, and start pointing inward.
To see Joe and hear one of his favorite selling tips check out this video: https://www.youtube.com/watch?v=Q9AyPsDMu0I. Joe Bonura is also the author of the new number one best seller on Amazon’s Kindle, “Throw the Rabbit and get that Job in 30 days or Less.”Check it out and get seven FREE videos. www.throwtherabbitandgetthatjob.com
“Throw the Rabbit - The Ultimate Approach to Three-Dimensional Selling” Paperback Order your copy of Joe Bonura’s book: http://www.bonura.com
by Joe Bonura,CSP
SPRING 2016 page 17imPRESSions
ASSOCIATE MEMBERS
By Patronizing Our Associate Members... We Say Thank You for Their SupportAdMall/Sales Development Services Inc. Virtual sales assistant for media advertising. Denise Gibson 600 N. Cleveland Ave., Suite 260 Westerville, OH 43082 Phone: 304-863-6748 Fax: 800-548-4223 [email protected] www.admall.com ANOCOIL Corp. The largest independent manufacturer of plates in North America. A pioneer in the development and manufacture of digital and analog printing plates for the news-paper and commercial printing markets. Jay Faulkner 60 E. Main St. P.O. Box 1318 Rockville, CT 06066-1318 Phone: 860-871-1200 [email protected] www.anocoil.com Barrett Concepts Provides an array of web services and consulting. Brad Barrett 138 Palm Coast Pkwy., Suite 187 Palm Coast, FL 32137 Phone: 888-567-9483 [email protected] www.barrettconcepts.com
Bartash Printing, Inc. Printer of weekly newspapers, direct mail shoppers and niche publications such as real estate, auto, parenting, boating and more. Eric Roberts 5400 Grays Ave. Philadelphia, PA 19143 Phone: 215-724-1700 Fax: 215-724-3313 [email protected] www.bartash.com Buffalo News (The) Newspaper printing, commercial sheet fed printing, bindery services, website design, website and search optimization, distribution services, direct mail, TMC and insert printing. Bryan Carr 1 News Plaza Buffalo, NY 14240 Phone: 716-849-4171 [email protected] www.buffalonews.com
Circulation Verification Council (CVC) Circulation audits and readership studies. Tim Bingaman 338 S. Kirkwood Rd., Suite 102 St. Louis, MO 63122 Phone: 800-262-6392 Fax: 314-822-0666 [email protected] www.cvcaudit.com
CoolerAds.com Offering Web solutions for community papers. Joe Nicastro 5 Vista Dr. Flanders, NJ 07836 Phone: 973-809-4784 Fax: 240-332-7489 [email protected] www.coolerads.net Cribb, Greene & Associates Specializing in brokering, shopper businesses, consulting and appraisals. John Cribb 7512 Loon Road Helena, MT 59602 Phone: 406-579-2925 [email protected] www.cribb.com Independent Free Papers of America (IFPA) Community newspaper association of member publications with independent owners. Gary Rudy, Executive Director 107 Hemlock Dr. Rio Grande, NJ 08242 Phone: 800-441-4372 Fax: 609-889-8359 [email protected] www.ifpa.com
JB Multimedia, Inc. Displays publications online with an interactive digital edition. Robert Durso P.O. Box 704 N. Bellmore, NY 11710 Phone/Fax: 888-592-3212 [email protected] www.jbmultimedia.net
Kamen & Co. Group Services Free distribution newspaper, shopper and magazine appraisers, and broker and management consultants. Kevin B. Kamen 626 RXR Plaza, West Tower, 6th floor Uniondale, NY 11556 Phone: 516-379-2797 Phone FL Office: 727-786-5930 [email protected] www.kamengroup.com MediaBids.com Mediabids’ free, online tools allow publications to sell ads in print and digital editions to businesses across the U.S. Additionally, newspapers can run custom-sized ads from national, direct-response advertisers and get paid for each call the ads generate. June Peterson 448 Main St. Winsted, CT 06098 Phone: 860-379-9602 Fax: 860-379-9617 [email protected] www.mediabids.com
page 18 SPRING 2016 imPRESSions
ASSOCIATE MEMBERS
Associate members enjoy professional access to
our publishers and decision makers as
well as complimentary booth space at all of
our conferences.
Contact Tom at [email protected] for more information
Metro Creative Graphics, Inc. The largest and most comprehensive ad-building, revenue-generating, art and advertising service. Available online at MetroCreativeConnection.com Gwen Tomaselli 519 Eighth Ave. New York, NY 10018 Phone: 800-223-1600 Fax: 212-967-4602 [email protected] www.metrocreativegraphics.com MSG Payment Systems Comprehensive menu of payment systems, including credit and debit card processing; eCommerce; recurring payments; ACH/e-Check processing; mobile payments; payroll; Customer Information Manager; and more. Paul Huntley 10555 New York Ave., Suite 101 Urbandale, IA 50322 Phone: 888-697-8831 Fax: 515-334-7461 [email protected] www.msgpay.com MultiAd Providing virtually everything needed to create and sell retail, classified and co-op advertising. The industry’s largest selection of art, ads, photographs and more. Mary Armstrong 1720 West Detweiller Dr. Peoria, IL 61615 Phone: 800-245-9278, ext. 5324 Fax: 309-690-5989 [email protected] www.multiad.com
North American Precis Syndicate, Inc. (NAPS) Nationwide distributor of free, non-copyrighted features (health and fitness, home improvement, car care, bridal, holidays, etc.) to newspaper editors. Gary Lipton 415 Madison Ave., 12th floor New York, NY 10017 Phone: 212-309-0107 Fax: 800-440-4329 [email protected] www.napsnet.com Penny Lane Promotional Products Penny Lane Promotional Products - Receive a 10% commission for any order your company places through Penny Lane! Use promo code: FCPNY. Visit our terrific website and choose from over 1 million products. Apparel too! Lorie Browne: [email protected] DiFranco: [email protected]: (800) 836-3652www. PennyLanePromo.com
Saturation Mailers Coalition (SMC) SMC represents saturation mailers—including free papers, shared mailers, and coupon envelope mailers—that share a common interest in maintaining fair and reasonable postal rates and regulations. Donna Hanbery 33 South 6th St., Suite 4160 Minneapolis, MN 55402
Phone: 612-340-9350 Fax: 612-340-9446 [email protected]
Software Consulting Services, LLC Founded in 1975, SCS’s business is providing software to newspapers of all shapes and sizes. SCS’s Community Advertising System packages the core systems a publisher needs to put out a paper, from ad order entry and accounting to ad dummying and pagination. SCS also provides on-premise equipment to run the system and 24/7/365 support as part of an affordable monthly subscription. Phil Curtolo 630 Municipal Dr., Suite 420 Nazareth, PA 18064 800-568-8006 [email protected] www.newspapersystems.com Standard Rate & Data Service (SRDS) Connects publishers with media decision makers all day, everyday. SRDS.com has powerful functionality to help buyers select markets and newspapers in which to place their advertising dollars. David Crawford 1451 Millmoore Terrace Dacula, GA 30019 Phone: 770-614-0588 Fax: 847-375-4606 [email protected] www.srds.com
Trumbull Printing A full-service commercial printer with complete prepress, binding, mailing, inserting and shipping capabilities. Specializing in news-papers, publications, shoppers, catalogs, magazines, directories, coupon books, college course catalogs, business and financial periodicals, free-standing inserts and advertising supplements. Contact us for a free quote. Gustave C. Semon 205 Spring Hill Rd. Trumbull, CT 06611 Phone: 203-261-2548 Fax: 203-261-8310 [email protected] www.trumbullprinting.com
SPRING 2016 page 19imPRESSions
page 20 SPRING 2016 imPRESSions
SUN EDITOR NAMED WRITER OF THE YEAR
ELIZABETHTOWN — Sun Community
News Editor Pete DeMola has been named
writer of the year by the New York Press
Association. DeMola was one of 57 newspaper
professionals vying for the honor, which
was judged by members of the Washington
Newspaper Publishers Association.
The state-wide acknowledgement is one
of the most prestigious awards given by
the association each year. In their critique,
the judges said DeMola did a great job of
investigative reporting — best among the
57 entries — and said he did a fine job of
storytelling using vivid words to help.
“He showed great depth in many stories,
too,” the judges went on to say.
The articles on which DeMola was judged
included an in-depth investigative piece on
former embroiled Essex town clerk William
Morgan; an article about a businessman who
conned the community one nickel at a time; a
human interest piece about the prison break in
Dannemora; a lighthearted feature about the
Essex County Fair and a whistleblower article
about a plan to pump PCB-laden water from
an old missile silo in Lewis, New York.
The judges said DeMola’s writing style and
attention to detail stole the show. “Pete was
easily the winner of the writer of the year
competition,” the judges wrote.
DeMola said he was honored. “Sun Community
News is a great place to work. Without the
support of my colleagues, this wouldn’t have
been possible,” DeMola said.
Sun Community News Publisher Dan Alexander
said DeMola brings a skill set and ethic to the
organization that is not easy to find.
“We’ve known for some time that we had
an extremely talented writer on The Sun
team,” Alexander said. “His work ethic, strong
Pete DeMola acknowledged with prestigious state-wide awardBy John [email protected]
NY Publishers Score Well in AFCP National Awards
SPRING 2016 page 21imPRESSions
NEWS (CONT.)
personal drive and inquisitive nature are talents
that make for an excellent reporter and Pete
certainly embodies what every newspaper looks
for in a reporter.”
“But,” Alexander continued, “Pete also has that
unique intangible skill that allows him to see beyond
the surface of a story and create an image for our
readers that brings even routine articles to life.”
“Pete is a rare talent that we are honored to have
writing for Sun Community Newspapers,”
Alexander said.
A Syracuse native, DeMola is now an editor based
in Essex County, New York. Following his graduation
from Syracuse University in 2005, DeMola traveled
to China, where he spent five years living in Beijing
honing his craft at a series of new media start-ups
and state-run media outlets. Stints in Guilin, Hong
Kong and Korea followed.
Since returning to live full-time in the United States
in 2013, Pete has been reporting on some of the
most critical issues facing the Adirondack Park,
including economic development and the effect
state policies have on rural, local governments.
DeMola joined the editorial team at Sun Community
News in December of 2013.
Pictured, l to r, are New Market publisher Ed Coats, Ashley, Ciara, Sun Community
sales manager Scarlette Merfeld and publisher Dan Alexander.
FCPNY publishers battle among each other in our annual graphic and editorial awards competition,
and that must toughen them up to excel in the national awards spotlight if this year’s AFCP Best of
the Best Awards is any indicator. At AFCP’s recent conference in San Diego, FCPNY member pub-
lishers took home some of the top honors in graphics, editorial and general excellence categories.
Winning members included:
• All Island Media • My Shopper • Turnpike/ Cooperstown
• Genesee Valley Pennysaver • Norwich & Sidney Pennysavers Pennysaver
• Lake Country Media • Sun Community News • The Merchandiser
Notable winners featured My Shopper finishing in First Place and the Norwich & Sidney Pennysavers
with an Honorable Mention in General Excellence for papers with less than 10% editorial content.
Genesee Valley Pennysaver took First Place in General Excellence for papers in the 10% to 25%
editorial content category. All Island Media placed third in the overall Best of Show category based
on total points for awards won in all categories. Congratulations to all of our member participants.
The Sun Salutes Their Own Rising Stars
Sun Community News of Elizabethtown – and sister publica-
tions New Market Press of Vermont – proudly saluted two of
their staff members who were nominated to participate in
AFCP’s Rising Stars program. Rising Stars celebrates the con-
tributions of young professionals in the free paper industry
and provides additional training and mentoring to help them
grow into leadership positions within their sponsoring com-
panies. Sun Community account executive Ciara Thompson
and Vermont Eagle general manager Ashley Charron were
among the 2016 group of Rising Stars.
page 22 SPRING 2016 imPRESSions
LEGALESE
As part of the newly-enacted
New York State Budget,
the minimum wage will
be increasing to $15 per
hour and employees will
be entitled to paid family
leave. The specifics of the
programs are described below.
$15/Hour Minimum Wage
While the new minimum wage will eventually
be the same for all workers, according to
Governor Cuomo’s office, employees in
different areas of the State and those who
work for small or large businesses will see the
increase as follows:
• For workers in New York City employed
by large businesses (those with at least
11 employees), the minimum wage
would rise to $11 at the end of 2016, then
another $2 each year after, reaching $15
on 12/31/2018.
• For workers in New York City employed by
small businesses (those with 10 employees
or fewer), the minimum wage would rise
to $10.50 by the end of 2016, then another
$1.50 each year after, reaching $15 on
12/31/2019.
• For workers in Nassau, Suffolk and
Westchester Counties, the minimum wage
would increase to $10 at the end of 2016,
then $1 each year after, reaching $15 on
12/31/2021.
• For workers in the rest of the state, the
minimum wage would increase to $9.70 at
the end of 2016, then another .70 each year
after until reaching $12.50 on 12/31/2020 –
after which will continue to increase to $15
on an indexed schedule to be set by the
Director of the Division of Budget in consult-
ation with the Department of Labor.
Beginning in 2019, the state Division of Budget
Director will conduct an annual analysis of
the economy in each region and the effect
of the minimum wage increases statewide to
determine whether a temporary suspension
of the scheduled increases is necessary. That
analysis will be submitted to the Department of
Labor for review and possible action.
Paid Family Leave
The State Budget also created new paid family
leave requirement for all employers in New
York State. The specifics of the new law are as
follows:
• Becomes effective January 1, 2018
• Workers will be able to take leave to:
1) bond with a new child (including adopted
and foster children); 2) care for a seriously
ill child, parent, parent-in-law, spouse,
domestic partner, grandchild, or grand-
parent; or 3) address certain military
family needs.
By Nick Fiorenza FERRARA, F IORENZA PC
New York State Budge Increases Minimum Wage and Creates Paid Family Leave
SPRING 2016 page 23imPRESSions
• Beginning in 2018: employees will be eligible for up to 8 weeks of
leave a year. In 2019 and 2020: up to 10 weeks of leave a year. In
2021 and following years: up to 12 weeks of leave a year. This will
not reduce the duration of disability benefits available to biological
mothers. They will still be eligible for benefits for pregnancy-related
disability and recovery from childbirth.
• Like the Family and Medical Leave Act (FMLA) employees on such leave
will have job protection as well as continuation of health care benefits.
• Paid family leave benefits will be funded by employee payroll deductions.
• The benefits will be phased-in. In 2018, a worker will receive 50% of
his or her average weekly wages up to a cap that is equal to 50% of
the statewide average weekly wage. This amount will increase over the
following 3 years to 67% (approximately 2/3) of the worker’s average
weekly wages, up to a cap of 67% of the statewide average weekly wage.
Please note that this law is not simply a state paid version of the federal
FMLA. Unlike the FMLA, this new state law provides paid leave as opposed
to unpaid FMLA leave. Moreover, the paid leave cannot be used for the
employee’s own serious health condition, but rather only for a family
member’s condition.
If you have any questions regarding these changes in New York State law,
please do not hesitate to contact me.
LEGALESE (CONT.)
Feeling left out?
Don’t get mad, get involved!
The FCPNY Sales Management Division offers sales managers
and team leaders the opportunity to share, learn, ask, laugh, cry…
No kissing, though.
Contact Tom 877-275-2726 [email protected]
page 24 SPRING 2016 imPRESSions
LEGALESE
Dear Clients and Friends:
Today, the U.S. Department of Labor (DOL)
published its long-awaited new rules governing
who is exempt and non-exempt from receiving
overtime under the Fair Labor Standards Act
(FLSA). Since 2004, employees have been
properly classified as exempt if they met three
tests: 1) a salary level test; 2) a salaried basis
test; and 3) a duties test. The new rules only
affect the salary level test. Under the old rules,
an employee had to be paid at least $455 per
week to satisfy this test. The new rules, which
will go into effect on December 1, 2016, will
require that an employee be paid at least
$913 per week.
The DOL based this new salary threshold
(which translates into $47,476 per year) on
the 40th percentile of weekly earnings for
all full-time salaried workers in the lowest-
wage Census Region of the country (which
is currently the Southern U.S.). This level will
be “updated” every three years (beginning
on January 1, 2020) to maintain the threshold
at that same 40th percentile level, going
forward. In other words, it is likely that the
threshold level will increase every three years.
Accordingly, employers with exempt employees
earning at or near $913 per week should be
prepared to keep pace with these triennial
adjustments or else be prepared to treat the
employee as non-exempt (i.e., paying him/her
overtime) following one of these adjustments.
Another significant difference between the
old and new rules is that employers will be
permitted to count a portion of nondis-
cretionary bonuses, incentives, and commissions
paid to employees toward the new $913 per
week threshold. Specifically, these payments
can make up (at most) 10% of the required
salary level. The new regulations also require
that these payments be made on a quarterly
or more frequent basis in order to be counted
toward that 10% cap. Nondiscretionary bonuses
and incentives are those that are paid based
on measurable factors, like a company’s
productivity or profits. Unlike discretionary
bonuses, an employee can calculate exactly
how much he/she will receive if a particular
goal is met.
By way of example, let’s say that an employer
has an otherwise exempt employee whose
base salary is $900 per week. Technically,
this would not satisfy the new $913 salary
threshold test. But, if that employer had a
practice of giving the employee a $50 per
week bonus if a certain production goal is
met, that nondiscretionary bonus could be
counted toward satisfying the test. In fact, up
to 10% of the $913 (or $91.30) could come
from such a bonus program. If, however, the
bonus is not paid because the goal is not met,
the employer would have to make a “catch-
up” payment to ensure that the employee’s
overall compensation meets the $913 per
week threshold. The new rules would allow
employers to make these “catch-up” payments
at the end of each quarter.
The salary threshold for the highly-compensated-
employee (HCE) exemption was also modified
by the new rules. Under the current rule,
By Nick Fiorenza FERRARA, F IORENZA PC
SPRING 2016 page 25imPRESSions
LEGALESE (CONT.)
if an employee makes at least $100,000
per year and satisfies a modified duties test,
the employee would be considered exempt.
Beginning on December 1, employees can
only qualify for the HCE exemption if they
earn at least $134,004 annually. Like the
standard salary threshold discussed above,
this amount will also be adjusted every three
years. However, those adjustments will be tied
to the annual earnings of the 90th percentile
of full-time salaried workers nationally.
Employers should note that the final rule
‘differs from the rules the DOL proposed
last July in some significant ways. The
following chart compares the current overtime
regulations ‘with the proposed rule changes
(from July 2015) and the final rules that will
go into ‘effect December 1, 2016.
$134,004 annually, adjusted every 3 years to keep pace with the 90th percentile of full-time salaried workers nationally.
$913 weekly adjusted every 3 years to keep pace with the 40th percentile of full-time salaried workers in the lowest-wage Census region (currently the South)
Every 3 years, maintaining the standard salary level at the 40th percentile of full-time salaried workers in the lowest-wage Census region, and the HCE total annual compensation level at the 90th percentile of full-time salaried workers nationally.
Proposed rule requested comments on counting nondiscretionary bonuses and commissions toward standard salary level
Up to 10% of standard salary level can come from non-discretionary bonuses, incentive pay-ments, and commissions, paid at least quarterly.
Current regulations Proposed Rule (7/15) Final Rule Effective effective until 12/1/16 on 12/1/16
Salary Level $455 weekly $970 weekly adjusted annually to keep pace with the 40th percentile of full-time salaried workers nationally.
HCE Total Annual $100,000 annually $122,148 annually, Compensation adjusted every year to Level keep pace with the 90th percentile of full-time salaried workers nationally
Automatic None Annually based on Adjusting consumer price index or another percentile basis
Bonuses No provision to count nondiscretionary bonuses and comm- issions toward the standard salary level
LEGALESE (CONT.)
What can you do to prepare?
Employers have six months to prepare for these
changes. We recommend that you calculate
the expense of giving additional overtime to
any newly-classified non-exempt employees
based on their current work schedules.
Remember, anyone under the salary threshold
will be entitled to overtime for all hours
worked in excess of 40 per week. Compare
those expenses to the expenses associated
with increasing employee salary levels to
$913 per week or above, and make your
decisions accordingly.
Develop strategies for containing overtime
expenses. For example, adopt and enforce
a personnel policy that prohibits working
overtime unless authorized to do so by a
supervisor. Employers must pay an employee
for all hours worked (even when they
violate such a policy), but an employer could
still discipline an employee for working
unauthorized overtime.
Make sure that you develop timekeeping
protocols/rules for any newly-reclassified
employees. Don’t forget to pay for travel
time, training time, etc. that you may have
not done previously for these employees.
Evaluate the pros and cons of continuing to
pay these on a salary basis even if they are
non-exempt. The law permits this but you will
still have to track the employees’ hours worked
and pay them overtime any time they work
more than 40 hours in a week.
Employers should also take this opportunity to
make sure all employees are properly classified
based on the other tests, i.e., the salaried
basis test and the duties test. Remember that
an employee must satisfy all three tests to be
properly classified as exempt from receiving
overtime. For example, should you discover
that there is an employee who is improperly
classified as exempt because he/she does not
meet the requirements of the “Executive”
exemption duties test, this change will give
you the opportunity to correct that mistake.
(Please note that you should work closely with
your employment attorney and proceed with
caution under these circumstances because
changing employees’ exempt status may alert
them to the fact that they have been paid
improperly in the past. The DOL can go back
up to two years for such non-willful mistakes
and collect from your company any unpaid
overtime that they determine may be owed.
State departments of labor may be able to go
back even further.)
If you have any questions, please feel free
to contact us at the telephone numbers
listed below. In addition, our Firm’s affiliated
consulting group (Delacroix Consulting Group,
LLC) has a new video explaining these changes
and how they fit into the overall analysis of
whether an employee is exempt or non-exempt;
as well as a FLSA standard operating procedure
for evaluating an employee’s exempt status.
For more information click here.
page 26 SPRING 2016 imPRESSions
SMC UPDATEBy Donna E. Hanbery, SATURATION MAILERS COALIT ION
If your publication is sent
by Standard Mail, wheth-
er as a saturation publi-
cation or part of a High
Density mail program,
you could be earning an
up-front, 2% postal rate
discount under the Postal Service promotion
program for Emerging and Advanced Tech-
nology/Video in Print. The discount is avail-
able from now until August 31, 2016. You
do not even need to find an advertiser to run
an eligible promotion for you. PaperChain,
as part of its participation in support of the
AFCP NANI Network, has done all the work
for you in designing an ad that has already
been approved for participating mailed pub-
lications by the Postal Service Incentive and
Promotions Department. These publications,
many in New York State, are already enjoying
the 2% discount every week.
During the annual AFCP/SMC postal break-
out session at the Sheraton San Diego Hotel
& Marina in San Diego, I had the pleasure
of conducting our 20th annual mailers’
roundtable. SMC members Carol Toomey
and Dan Alexander were there to describe
the leg work they have done to learn about
the Postal Service promotions and how an
easy to use app, Layar, provides technology
that is inexpensive to procure, and can make
the ad pages of free papers come alive with
video and interactive content.
Importantly for all mailed free paper publish-
ers, Dan Alexander and PaperChain have
done the work to create an ad that promotes
The Cruise Planners business of NANI and
AFCP that provides mailed free papers an ad
layout you can use in your paper to qualify
for the discount.
A copy of the ad accompanies this article. But you do have to do some work
to qualify for this promotion.
Here are the steps you need to follow to
learn about the promotion and to qualify
using the ad that accompanies this article.
1. First, you should learn about the spe-
cifics of the USPS promotion. A detailed
set of Program Requirements is available at:
here. For those reading this article and not
being able to cut and paste the link, you can
go to the USPS RIBBS website, look at 2016
Incentives and Promotions and download the
Program Requirements for the Emerging and
Advanced Technology Promotion. While you
are at it, take a look at the Program Require-
ments for the Mobile Shopping Promotion
and think ahead about using that promotion
to save on postage from July through
December 2016. (Only one promotion at a
time may be used for postal discounts so if
you are using the Emerging and Advanced
Technology/Video in Print promotion from
now until August 31, 2016, you can begin
the Mobile Shopping Promotion any time
after August 31st.
Don’t Miss the Boat! Free Paper Publication Mailers Can Qualify for a 2% Discount
SPRING 2016 page 27imPRESSions
SMC UPDATE (CONT.)
2. Witness how the cruise ad comes alive!
Take your smart phone and download the free
Layar app on your phone. Use the Layar app to
scan the Cruise Planner ad and the advanced
video technology will transport you to the deck
of a free spirited cruise. The interactive ad
provides you with the website and a link to a
phone number for bookings and more infor-
mation. This interactive feature of the ad is one
of the requirements of the postal promotion.
3. The Layar technology is inexpensive,
costing under $4 to provide a video or
interactive content in your ad for a 30 day
period. The cost to imbed an ad and keep it
live for up to 12 months is approximately $34.
To learn about Layar and the program go to
www.layar.com.
4. An important requirement of the
promotion is that you have your ad
approved before you do a mailing. Ads
can be approved by emailing them to USPS-
[email protected]. It generally takes
two to three days for the ad to be approved.
We suggest that you have the attached ad
approved for your use even though it is pre-
approved for other publications. BETTER SAFE
THAN SORRY!
5. Before you can claim the up-front 2%
discount, a publisher must register at the
USPS Gateway https://gateway.usps.com/
eAdmin/view/signin for participation in the
program. If you are not the mailer/direct postal
payer for entering your mail with the USPS,
your mail service provider or printer will need
to register for the promotion to claim the dis-
count when the postal statement is submitted.
6. The discount must be claimed at the
time of mailing using one of the permitted
methods of mail submission. Mailings
must be submitted electronically by Mail.
Dat®; Mail.XML™; or Postal Wizard. The
requirements for qualifying advertising for the
promotions are complex and require that the
Emerging and Advanced Technology be clearly
shown on the ad, show the consumer what
the consumer needs to do, and that the ad
content provide interactive content that relates
to the subject matter of the ad. But for adver-
tisers that want to start saving money right
away, and want to help AFCP and NANI in the
process, the Cruise Planners ad that accompa-
nies this article does meet these qualifications.
Although you must get the ad approved for
your publication, it has already been approved
by the Mailing Promotions Office and has
been used by many of your fellow FCPNY
and national publishers.
Only one ad per week requires the pre-approval
of the USPS. However, mastering this augmen-
tation technology and developing your own
ads for customers could generate some ice
added revenue by placing more augmented ads
in your publication. Publishers have discussed
an upcharge of $50 to $100 or more per week
for the augmented version. An even higher
upcharge is possible if you are providing the
video taping and development of a marketing
campaign for you customers. What are you
waiting for? Follow these steps, save money
on your next mailing and create a whole new
revenue stream for your publication.
Look forward to a more detailed article from
me about the Mobile Shopping Promotion that
will run from July 1 through December 31,
2016 and steps you can follow to qualify for
that promotion with your paper and advertis-
ers, or ways to participate with a prepared ad
that will do the work for you, while helping
your industry and the association.
page 28 SPRING 2016 imPRESSions
The Golden Goose still provides opportunity if you know
where to look for it…
When your staff sells network classified ads:
• your advertiser makes money • your sales rep makes money • your company makes money.
Call Tom at 877-275-2726 [email protected]
