Have A Nice Day: Winning Back Advertisers

The quickest way to ruin a publisher’s or advertising director’s day — or budget — is for a major advertiser to quit. As a former longtime publisher, I know that pain. A NAM colleague called me this month wondering if I could recommend steps to help a member newspaper convince a major advertiser to return. I’m no expert, but here are a few suggestions:

• Be thorough in constructing both sides of the departure: put yourself in the shoes of the advertiser and list its known reasons; then, hear out your ad team, especially the sales representative assigned to the account. Facts, not feelings.

• Analyze the lists for strengths and weaknesses, opportunities and further challenges. Here, you can speculate in pursuit of more facts.

• Get to the decision-maker and secure a meeting ASAP to learn more about the reasons.

• One of my colleagues at the Richmond Times-Dispatch would dig into the advertiser’s key performance indicators. And then, Advertising VP Jim Miller would rank them by importance. Was the advertiser, for example, focused on driving traffic to its store, or was it more interested in getting email addresses or text numbers for a digital campaign? Match your follow-up conversation and pitches to these customer-desired metrics.

• If it’s a chain with outside-your-market ownership, strengthen the newspaper’s relationship with local managers who know your market. Are they good advocates for you? If so, strengthen. If not, work here.

• Secure research and data that support your value. Local market research is the best.

• If local market statistics don’t exist, tap the research that regional and national organizations have compiled to show newspaper effectiveness.   *Know your competition, especially if they’ve gained your advertiser. Where can you show you’re better? Use discretion here, as merely badmouthing a competitor may backfire. Make it about your strengths knowing a noted point can be compared to a competition’s shortcoming.

• Save all reader reaction when it’s discovered the advertiser decided to leave you. Ask readers how they used the ads to make shopping decisions. Compile and share with the advertiser to press your point further.

• Refrain from blasting the advertiser in public. Others will note that for future reference.

• Get creative. I was always amazed just how many advertisers were surprised by our strong digital products. Repackage your advertising solutions with a multi-media approach to offer different solutions.

• Come up with a new campaign for the advertiser. Surprise them.

• Consider finding a middle ground apart from, say, a store’s sale ads. Many businesses support local charitable efforts. Offer to partner there in terms of a sponsorship where you are hired to help inform what the non-profit group is doing. (Label this sponsored content to distinguish from news coverage.)

• Invite them in to your office (works best when there isn’t a pandemic shutdown) to meet your staff. Suggest they watch a news decision meeting in action. (In Richmond, readers could sit in on the

• Page One Meeting” that’s held in the afternoon.) Let the advertiser see the local residents working at the newspaper, which depends on ads to pay salaries and other bills. Keep at it. It could take multiple pitches. Walk a fine line between being a pain in the neck and professionally persistent. But each time you knock, you could pick up added insight.

This is far from a definitive list. If Team NAM has a success story on this score, please share it. And feel free to send your favorite suggestions.

Winning back an advertiser makes for a great victory. Here’s to more happy days.


Looking For A Few Good Community Forum Sites

As your point person for The Relevance Project, I inherited the framework of an initiative called the “Community Forum.” With the help of a consultant, a new mission for NAM members was proposed: “To define the new Community Forum for a better democracy and as a platform for local print advertising.”

That was presented in early 2019.

Zoom —no pun, intended — to today. 

Both are urgent actions. 

Few could argue that America and its states are in need of civil, civic discourse to guide positive change. 

Many newspapers, cut off from revenue in the COVID-19 shutdown, also face cutbacks or closing. I’ve heard this over and over in my chats with executive directors of our associations. 

But there’s this reality:  

It’s impossible to approach the Community Forum strategy as a one-size fits throughout NAM. For starters, a consensus doesn’t exist. 

So, I’m asking for help from you, our associations:

Who would work with me on exploring how newspapers can best lead their communities by being the forum for civil discourse that can lead to solutions?

I’d like to start there. And once a strategy is crafted, we can then focus on how to support it financially — that’s the “platform” for revenue mentioned in the mission above.

Do that quickly, I know, I know.

As publisher of the Richmond Times-Dispatch, I worked with a talented staff to organize 78 Public Squares — civil civic conversations about issues of importance to RTD readers and our communities in general — over 15 years. 

Civil conversations are inspiring. 

When backed with trusted journalism, they can make a difference.

They’re also needed now more than ever.

I just need one volunteer to get going.

Thanks in advance. 


‘Support Local News’ Boosts Us, Our Industry

The Support Local News initiative has a relevant connection to NAM. It will maintain a directory of newspapers as a resource where interested parties can link to our members’ web sites for information about subscriptions and advertising, and even stick around to read local news.

With one provision: NAM members need to ensure their newspapers are on the site.

The NAM site itself has an efficient directory of each press/newspaper association that’s a member.

But to build an all-encompassing site with information about each association’s newspapers would be a massive project. 

Thanks to the Support Local News site and NAM member LocalMedia Association, we don’t have to do that. Cheers to the NAM newspapers that are on the new site for the world to see — and better yet, connect. Collaboration is a part of The Relevance Project. So is supporting local news.


Journalists Are First-Responders, Too

Inspiring messages are flowing from NAM members about the deep ramifications of the ongoing pandemic and civil unrest. In particular, I thought Chuck Champion in California eloquently captured a powerful image — Journalists are among our communities’ first-responders. 

After I emailed Chuck a thumbs-up on the California News Publishers Association’s Statement on Journalists and Coverage, he sent me another version that advocated “it’s time to officially classify reporters as first responders.” 

Think about it.

That’s a heckuva story to tell because we all know journalists, and their supporting staffs at newspapers throughout the country, are essential to their communities. 

Read Chuck’s entire commentary here. It was written as he takes over as the new CEO of the CNPA (Congratulations!).

Responding to Civil Unrest 2020

10 Relevant Actions Press Associations Can Consider
Written on Monday, June 1

  1. Localize the Michigan Press Association’s guidelines (shared earlier on the NAM listserv) on press rights in covering protests. 
  2. Organize a follow-up conference/ZOOM call with your association members and an association-designated counsel to explain/elaborate on the legalities and legal safeguards. 
  3. Share the Reporters Committee for Freedom of the Press advice on how to cover protests (Michigan’s email included a click-thru). Consider doing interviews with experienced journalists on their techniques. 
  4. Track and record on your Web site the attacks on journalists in your state. Keep score. Share the stories. Announce updates. 
  5. Publish first-person accounts from reporters and photographers on the front lines covering protests and unrest. Turn them into videos that can be collected under the banner of Journalism’s First-Responders. 
  6. Invite your governor to speak to members via ZOOM or a conference call on what the state is doing to ensure the safety of our journalists as well as other related issues. 
  7. Encourage your members to invite local officials and police chiefs to speak to your members on how both sides can do their jobs to serve the public. Post those stories on association web sites. 
  8. Gather all comments from readers in support of journalists and the member newspapers, with the intention of composing a statewide message/”house ad” that can be shared and touted.
  9. Consider sending out suggested commentaries from the News Media Alliance and America’s Newspapers, such as the joint statement with the National Newspaper Association. Better yet, match with your own perspective full of local details and facts. 
  10. Continue to use the NAM listserv to share great ideas, best practices and techniques. Several have already done so. Thank you. 


Find ‘Relevant Points’ Here

The Relevance Project now has a home online. Welcome.

Here, in this blog space, you will find Relevant Points — items of interest, advice and suggestions, noted best practices and success stories, and updates about this NAM initiative. 

I’ll post as needed. I hope you will check in when you have a free moment. I

f I have a special mission, it’s to help you and your association. 

My goal is to keep the updates effective, short and to the point. As this forum develops, please let me know what you think. Stay true to NAM’s collaborative strength and send your guidance this way. 

Finally, I noticed that when I type together the initials of my first and last name, the email system automatically injects: Thanks for sharing. 

It’s a natural act.