Media Evolution – Hear the Roar

By now all or most of you know that I’m leaving Suburban Newspapers of America.  In the posts of this blog there have been numerous references to SNA and its resources and conferences. That wasn’t because I worked for SNA. That’s because I believed in SNA. I still do and you’ll still continue to see information about SNA. I came to the organization because I asked for the job.  As an employee of what was then Classified Intelligence I attended SNA conferences as a reporter, and was so impressed with the talent and the training offered at these events that I wanted to be part of the organization.  I’m still impressed. Are they the only good teachers in the industry? Certainly not. But, quite frankly, they’re among the best I’ve seen so far. And if you’re a community newspaper in a major metropolitan area, don’t be put off by the “suburban” in the name. There are plenty of SNA community newspapers that publish in metropolitan areas, along side a major metro newspaper.

SCAMA, the Society of Classified Advertising Managers Association  is another organization that offers an impressive learning experience for community newspapers, as does WCAA, the Western Classified Advertising Association. And many state press associations have excellent annual programs, such as Pennsylvania’s America East and that of Arizona Newspapers Association.

I’m therefore dismayed that some newspaper executives who realize the value of these conferences are staying away because of economy and budget issues. It’s not just about SNA. Some conferences aren’t even happening because newspapers are saving travel money. We’ve all heard it from newspaper people and people in other industries as well; , administrators of other conferences and organizations have heard it too.  What’s being said time and time again is , “I can attend the conference, or I can lay someone off.”

My answer? LAY SOMEONE OFF – and get to the conference. Let that laid off someone be an advertising someone.  Get to that conference, listen to every speaker, visit every vendor, and find at least one something that you can take back to increase your traffic, readership and revenue, and then re-employ the staff you laid off – or someone even better. Or perhaps you’ll find you didn’t need that person after all.

Here’s what I’d say to that employee:  “I have to lay you off, at least temporarily. I’m headed to Conference X, where I hope to learn all I can about bringing new products and new ways of doing business that will improve our bottom line. I hope to bring back new advertising products for you to sell. It may take me a few months  to get them ready, and I hope you’ll still be available. In the meantime, while you’re looking for other ways to pay your bills, you’re welcome to sell for us on a commission-only basis.” And then, if possible, let her or him work from home.

Or, you might consider sending that about-to-be-laid off ad rep to the conference instead of you or with you.  Say, “it’s my hope that you’ll learn about or brainstorm new advertising ideas that will bring us new revenue and traffic, for we really value you and your creative input.”  (Assuming you do.)

Conferences aren’t just about learning, of course. They’re about networking – and they’re very much about seeing and hearing about vendor products that can help you succeed and evolve. Some newspaper executives forget that. Some even think of vendors as “the enemy – those annoying people they are supposed to pay attention to at the conference.”  We can’t paint all vendors with the same positive brush, just as we can’t paint all newspaper publishers with the same positive brush.  However,  from long experience I have learned that when I want to brainstorm, think creatively, and discuss the wisdom of new idea X the founder of a vendor product is often my first and best choice.  These folks are newspapers’ best friends. They have some great and innovative products, and they create some great and innovative products at the request of their newspaper clients. You should listen to them. You should visit their booths. You should solicit their ideas.

The other negative of your not attending conferences, then, is that as newspaper executives start bypassing the conferences, the vendors start doing so as well. They have no choice. If their product audience isn’t there, they would be foolish to be there. And there go many of your best idea and product resources. That’s bad for newspapers. Very bad.

WCAA, Western Classified Advertising Association, is having its annual conference in Las Vegas Sept. 13-16. Take a look at what’s happening at this “Survivor” Conference.

SNA’s largest conference, The Fall Publishers’ and Advertising Directors’ Conference & Expo is  Sept. 22-25 in Kansas City.  Additionally, there is a full day of training with SNA partner Inland Press Association.  Look at the great SNA agenda! Here’s Inland’s agenda.

The 2010 SCAMA conference date does not seem to be set as yet but is traditionally in February, and it’s in Huntsville Alabama.  What I found out about it so far.

These are not the only good conferences out there. I would also encourage you to attend those that are media focused, rather than exclusively newspaper focused. My two favorites are those of the Kelsey Group and MediaPost’s OMMA. You’ll learn about innovative ideas and products that newspapers can emulate, and you’ll get the word out to pure play entrepreneurs , media buyers and advertising agency decision makers that community newspapers are multimedia – that they are alive and well.  The money it takes to get to these conferences is money well spent.  If you pay attention, you will get it back and then some.

As always on this blog, these comments are mine. I do not speak for SNA or anyone except myself.