Inner Circle 2013What is the new initiative?• In 2012, Only in Print teased several items found only in the print edition. In 2013, the promotion changes so that newsrooms tease one item in an upcoming print edition to drive readers to pick up a copy. We want to create excitement and anticipation for the next edition.• The Only Online promotion in your newspaper teases at least one piece of content that only appears online.• The print promotion online is no longer required.
Inner Circle 2013Where can I find the new logo?• The logo is available by request from Design House (on your Note to Design House) or on GHNewsroom in the hotlinks area called “Coming in Print logos.”• Include “Use new logo” in the story file for the rail and include on the Note to Design House to “Use new logo.”
Inner Circle 2013 Where does the Coming in Print logo run? • The new logo is to run toward the bottom of the rail, just above Only Online. • The font is Bureau Grot Condensed Bold. If you don’t have this font, replace it with a similar font. • The Coming in Print replaces all instances of the Only in Print logo.
Research summaryWhy are we changing‘Only in Print’ to ‘Comingin Print’?• Research and interviews with GateHouse-owned newspapers and beyond indicate the Only in Print refer has become forced in its appearance and in what it represents.• We need to move beyond promoting advice and national opinion columns, comics and puzzles.
The strategy’Coming in Print’ draws interestto quality content• Coming in Print highlights top enterprise or compelling stories that are planned for coming days in the print edition.• Select a high-interest story or package that might draw pickup and single-day sales.• The purpose is to engage readers to a greater degree with the print product.
Platform publishing How often should ‘Coming in Print’ appear? • “Coming in Print” should run on the front-page rail in every issue you publish. • If your newspaper is a tab, it should be published in another prominent area in every issue you publish.
Platform publishing Do we still need to promote ‘Only Online’ in print? • Yes. Tease at least one online exclusive item in every issue. • “Only Online” should appear on the front-page rail in every issue. • If your newspaper is a tab, it should be published in another prominent area in every issue.
Platform publishingWhat about promoting it throughsocial media?• Yes. Drive readers through Facebook and Twitter to the print product by referring to what’s coming in the next edition.
Platform publishingHow can I meet this initiative?I can’t predict the news, so I don’t knowwhat’s coming in my next edition.• Accomplishing this initiative relies on improved planning and budgeting.• Put yourself in position to think a week ahead; be proactive in your coverage instead of reactive. The final result is stronger content.• Promoting hard news coverage is not required to be successful with this initiative.
Platform publishingWhat if I am a weekly and do not wantto tip my hand to the competition?• By fine-tuning your planning and budgeting process, you already are one step ahead of thecompetition with gathering information and deciding the direction of the story.• Focus on features and enterprise content.• Radio and television cannot provide the same coverage.
Types of content Use content such as …. • Enterprise and topical stories. The Ionia Sentinel- Standard and other GateHouse-owned newspapers in Michigan recently published an enterprise story on the role of animal shelters in finding abandoned dogs a home.
Types of content Use content such as …. • Ongoing stories, series, special reports and splash events. The Repository in Canton, Ohio, kicks off 2013 with a centerpiece package on the 50th anniversary of the Pro Football Hall of Fame.
Types of content Use content such as …. • User-generated content and contests. The “Draw Your Mom” contest for The Enterprise in Brockton, Mass., is a good example of content for the “Coming in Print” promo.
Types of content Use content such as …. • Sports features, big-game reports and follow-ups. This feature on a basketball driven family is a good story to entice readers. It goes beyond the daily game report and offers content readers cannot find anywhere else.
Types of content Use content such as …. • Special sections and supplements. The Peoria (Ill.) Journal Star publishes a special section that previews the Peoria Rivermen hockey team and the 2012-13 AHL season.
Writing the promo Is there a specific way to write the promotion? • Promos should be engaging and be more than a simple description of the story. The below promos are too generic: — School board meets Friday. — Catch all of the prep football scores.
Writing the promo Examples of strong promos. • Who gets the drug money? There are advantages for local law enforcement to making busts beyond taking dealers off streets. • Are state workers entitled to free health care? Our edit board takes on the contentious topic stirring at the Statehouse. • 3,000 yards and counting. Rochester quarterback Wes Lunt is surpassing records. For the senior, however, there is one accomplishment that outweighs all.
End quote “Improving content promotion is the ‘low-hanging fruit’ of the RI findings. It is easy and inexpensive to do a better job.” — Readership Institute, Northwestern University
ResourcesSeen-on-scene photo galleriesCovers how to maximize time spent taking and uploading seen-on-scene galleries and effectively translate those efforts into page views. Includes suggestions on where to shoot seen-on-scene galleries.When: 2 p.m. Central, Tuesday, Jan. 29
Resources• More information can be found in the 2013 Inner CircleHandbook. Download at www.ghnewsroom.com• Contact your content team manager: Mike Turley Carlene Cox mturley@ ccox@ corp.gatehousemedia.com corp.gatehousemedia.com Sarah Corbit Brad Jennings scorbitt@ bjennings@ corp.gatehousemedia.com corp.gatehousemedia.com
COMING IN PRINTGATEHOUSE NEWS & INTERACTIVE DIVISION