2013 CONFERENCE MINUTES
Newspaper Target Marketing Coalition
Scottsdale, AZ Conference
March 13- 15, 2013
Member Newspaper Representatives Attending
(51 Representatives, 33 Newspapers)
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Duff Heyl
Tim Thomas
Ted Langford
Liz English
Susan Duchin
Harry Jackson
Mary Kelly
Paul Pelland
Neil Kirby
Tim O’Neil
James Scanlon
Joe Roderick
Bruce Russell
Cathy Zasada
David Kiehle
Paul Therriault
Jane Comfort
Rod McLain
Craig Kaplan
Steve Westphal
Mark Lukas
Camille Stinton
Jimmy Holmes
Don Poepping
Chris Trares
Joseph Jahns
Steve Templeton
Kelly Shively
Alanna Del Rios
Chris Grow
Joe Allen
Jason Cole
Isabella Mest
Sindy Speelman
Philip Brown
Steve Bentz
Keith Gilpin
Doug David
Chance Schlesman
Rose Novotney
Adam Bush
Arizona Republic
Arizona Republic
Atlanta Journal-Constitution
Austin America-Statesman
Baltimore Sun
Baltimore Sun
Boston Globe Media Company
Boston Globe Media Company
Chicago Sun-Times
Chicago Sun-Times
Chicago Tribune
Columbus Dispatch
Columbus Dispatch
Denver Post
Detroit Media Partnership
Dallas Morning News
Florida Times-Union
Fort Worth Star-Telegram
Gannett
Grand Rapids Press/Mlive Media
Hartford Courant
Hartford Courant
Houston Chronicle
Las Vegas Review-Journal
Las Vegas Review-Journal
Los Angeles Times
Los Angeles Times
McClatchy
Milwaukee Journal Sentinel
Milwaukee Journal Sentinel
Minneapolis Star-Tribune
Minneapolis Star-Tribune
New Jersey Star-Ledger
New York Daily News
NTMC
Orange County Register
Orange County Register
Orlando Sentinel
Orlando Sentinel
Palm Beach Post
Pittsburgh Post-Gazette
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William Cotter
Debi Walery
Stephanie Drileck
Johnny Flores
Ray McCutcheon
Rita Jurczyk
Janice Vallin
Alan Levenstein
Kelly Warren
Charles Ford
Pittsburgh Tribune-Review
Portland Oregonian
San Antonio Express-News
San Antonio Express-News
San Antonio Express-News
San Diego Union-Tribune
Seattle Times
Virginia-Pilot
Virginia-Pilot
Washington Post
Sponsors Attending
(31 Representatives, 14 Sponsor Companies)
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Randall Brant
Jerry Ballenger
Richard Epstein
Jeff Fasseel
Ben Waldrop
Manual Collazo
Mike Lynch
Angelo Ramirez
Corina Wandrey
Keith Bartlett
Pete Friedrich
Ken Higdon
Steve Cohen
Monica Bartling
Jamie Schultheis
Lindsay Graichen
Jim Mace
John Short
Gary Weiner
David Henderson
Jack Klausing
Chad Swannie
Chris Hummel
Denis Longpre
Chris Lovorn
Allyn Hallisey
Todd Molldrem
Scott Pompe
Laura Tarabini
Robin Hunt
Chris Rini
American Circulation Innovations
American Circulation Innovations
American Circulation Innovations
American Circulation Innovations
Century Printing and Packaging
CIPS Marketing Group
CIPS Marketing Group
CIPS Marketing Group
CIPS Marketing Group
doodad
Global Ad Distribution
Global Ad Distribution
List Management Services
Marketing Solutions Group
Marketing Solutions Group
NewsNotes® Advertising
NewsNotes® Advertising
NewsNotes® Advertising
NewsNotes® Advertising
Preferred Marketing Solutions
Preferred Marketing Solutions
Preferred Marketing Solutions
Quad Graphics
Quad Graphics
Quad Graphics
Rockledge Software, Inc.
Tactician Media
Tactician Media/NDX
Tactician Media/NDX
The Kennedy Group
The Kennedy Group
Advertisers and Business Segment Speakers Attending
(12 Representatives, 11 Companies)
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Jessica George
Marlene Squires-Swanson
Dan Briley
John Cayne
Daryl Newton
Jim Hart
Peter Krohse
Colin May
AAM
Ashley Furniture
Family Dollar
Global Media Group
Innovate Retail
Integrated Advertising Solutions
Mediaspace
Mediaspace
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Paul Boyle
Marsha Lawrence
Cathy Petritz
Lester Holze
NAA
Novus Media
NSA
ShopLocal
A. Tuesday Night, March 12th
i.
5:00pm- 9:00pm, Board of Director’s Meeting & Dinner – Sponsored by List Management
Services, Inc.
ii.
9:30pm, Informal Reception in Sangria’s Lounge – Sponsored by NTMC
B. Wednesday Morning, March 13th
i.
7:30am – Breakfast Buffet – Sponsored by Rockledge Software
ii.
8:00am - Early Bird Drawing #1:
Gift cards awarded to: Sindy Speelman and Todd Molldrem
iii.
8:30-9:00am - NTMC Welcome: President’s remarks, Anti-trust statement, Attendee
introductions
Jane Comfort, NTMC President
anti-trust statement included at end of minutes
iv.
9:00-9:15am – Welcome from The Arizona Republic
Chris Stegman, VP Advertising
v.
9:15-9:30 – Presenting Sponsor Remarks – CIPS Marketing Group
Manuel Collazo, VP Sales & Marketing
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9:30am – Supporting Sponsor Remarks – Global Ad Distribution
Pete Friedrich, COO & CFO
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9:35am – Break
viii.
10:00am – Supporting Sponsor Remarks - Marketing Solutions Group
Jaime Schultheis, VP Sales
ix.
10:05- 11:00am - Advertiser Segment #1: Regional Advertising Panel
John Cayne, Global Media, Representing various QSRs
QSR category is completely focused on ROI and very loyal when they see results. They are
transactionally-dependent and smaller units would accept help with tracking, etc.
Newspapers should improve content of insert packages as this category is very picky about
other businesses they run with; grocery is a huge positive for them. While their largest
customer base is younger, 31% are ages 50+, which is the heart of newspaper subscribers.
Daryl Newton, Innovative Retail, Representing Mattress Firm
Core audience is women 35+ and TMC is a very important vehicle to build that audience.
They are a strong believer in Print & Hold strategy as a way to lower printing cost-perpiece. TMC jackets are a possibility to increase footprint and audience.
Dan Briley, Family Dollar
Company is migrating to TMC in order to reach their target audience. They prefer sub-ZIP
data analysis but buy at ZIP level. They would like a simplified ad buying process that
includes de-duped product counts across all vehicles. Apartments represent a key
customer base and would like help reaching them. Also looking for newspapers to promote
the fact that Family Dollar is a TMC buyer - added value would be appreciated!
x.
11:00-11:45am – Advertiser Segment #2: Regional Advertising Roundtables
John Cayne, Daryl Newton and Dan Briley conduct three 15 minute sessions with members
rotating among the three.
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11:45am – Lunch Sponsor Remarks - The Kennedy Group
Robin Hunt, Business Development Manager
xii.
Noon-1:00pm – Lunch Sponsored by The Kennedy Group
Vista Verde Dining Room and The Courtyard
C. Wednesday Afternoon, March 13th
i.
1:00-2:00pm – Business Segment #1 – Hot Topics #1
Don Poepping and Joseph Jahns led discussion based on pre-conference survey. Digital
Circulars was the key topic, including the need to be in that space and what is ideal? How to
best utilize our audience? The best way to activate customers for them? Gift cards awarded
to: Joe Allen, Steve Bentz and Jimmy Holmes for their contributions to the discussion.
ii.
2:00-3:00pm – Business Segment #2 – Verified Distribution and AAM Reporting Options,
Jessica George, Senior Manager, Publisher Relations, AAM
Review of different audit options and what is required for each option.
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3:00pm – Break
iv.
3:15-4:15pm – Business Segment #3 – Benchmarking Your TMC vs. Valassis and 200
Other Newspapers, Jim Hart, President, Integrated Advertising Solutions
Display of metrics obtained from pre-conference survey. In addition to seeing current status,
Jim discussed the annual revenue gains by achieving higher revenue per 1000 households
and ways to achieve those gains. The ideal strategy is lowering dependence on the Top 10
TMC advertisers as well as new selling strategies for jacket revenue growth. Discussed zoning
targets as done in Phoenix as well as new model recently launched in Seattle.
v.
4:15pm – Dinner Sponsor Comments, American Circulation Innovations
Randall Brant, VP Sales and Marketing
vi.
4:30pm – New Conference Attendee Comments and Discussion
Chicago Sun-Times (provisional member)
Denver Post (non-member)
Detroit News and Free Press Media Partnership (non-member)
Grand Rapids Press/Mlive Media (non-member)
Orlando Tribune (non-member)
Pittsburgh Tribune-Review (provisional member)
vii.
5:00pm – Conference Flash Drives handed out to newspaper attendees
D. Wednesday Evening, March 13th
i.
6:00-9:30pm – Western Theme Reception and Dinner, SR&CC Alameda
Reception Sponsor: Preferred Marketing Solutions
Dinner Sponsor: American Circulation Innovations
Band provided music during reception and following dinner with after-dinner dancing on the
Alameda Patio.
ii.
9:30pm – Evening Networking
E. Thursday Morning, March 14th
i.
8:00am – Breakfast Buffet – Sponsored by Quad Graphics
ii.
8:30am Early Bird Drawing #2
Gift cards awarded to: Chance Schlesman and Ben Waldrop
iii.
9:00am – Supporting Sponsor Remarks – Quad Graphics
Denis Longpre, Regional VP
iv.
9:05-9:45am – Advertiser Segment #3 – Ashley Furniture, Marlene M. Squires-Swanson,
Director Enterprise Advertising and Marketing
She provided overview of company history and differences for franchise locations. Franchise
stores are free to make their own decisions and newspapers should build relationships, an
important link to growth. Print budgets are growing at the expense of broadcast.
v.
9:45am – Supporting Sponsor Remarks – List Management Services
Steve Cohen, President
vi.
9:50am – Supporting Sponsor Remarks – American Newspaper Solutions
Jerry Ballenger, CEO
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9:55am – Break
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10:05-10:45am – Advertiser Segment #4 – Cathy Petritz, Vice-President NSA (Representing
Sears)
Expanded footprints are expected this year, with rollout happening in phases. Cathy led a
long discussion of Sears’ new marketing strategy “Shop Your Way.” This has strong focus
from the company and they are looking for newspapers to help them build their electronic
presence. One possibility is a data merge of Shop Your Way subscribers with newspaper
subscribers.
ix.
10:45-11:30 – Advertiser Segment #5 – National Advertising Roundtable Discussions
Marlene Squires-Swanson and Cathy Petritz conduct two 20 minute sessions with members.
x.
11:30am – Lunch Sponsor Remarks - NewsNotes Advertising
John Short, NewsNotes Director
xi.
11:45-12:15pm – Group Photo Sponsored by Marketing Solutions Group, Sunset Plaza
xii.
12:15-1:15pm – Lunch Sponsored by NewsNotes Advertising
Vista Verde Dining Room and The Courtyard
F. Thursday Afternoon, March 14th
i.
1:15-2:15pm – Business Segment #4, NAA Update- Valassis NSA- Postal Rates and
Saturday Delivery, Paul Boyle, Senior Vice-President/Public Policy
The Valassis NSA lawsuit is ongoing with decision expected this summer. Paul doesn’t expect
Valassis to launch the product because of the window required in NSA and the lack of
advertiser commitments. For the product to work they will probably need 5- 6 advertisers in
order to qualify for the NSA discount. More discussions are to come with Congress regarding
Saturday delivery. High Density Plus rating tier was added this year as a nod to newspaper
concerns about the continuing rate differences between High Density and Saturation. The new
HD Plus level would keep rates flat in 2013 for those routes that qualify.
ii.
2:15-2:45pm – Elections - New NTMC Board of Directors and Member Newspapers
Board Elections
Secretary: Rod McLain and Sindy Speelman (Rod won in a close vote)
Treasurer: Susan Duchin (unopposed)
At-large: Adam Bush (unopposed)
Outgoing Board Member Recognition
NTMC President Jane Comfort presented engraved vases to Susan Duchin, Sindy
Speelman and Joseph Jahns for their two years of service on the NTMC Board.
New Member Newspapers
The following provisional member newspapers were enrolled as new members: Chicago
Sun-Times and Pittsburgh Tribune-Review. And, the non-member newspapers attending
the conference were invited to become members: Denver Post, Detroit News and Free
Press Media Partnership, Grand Rapids Press, and Orlando Tribune
iii.
2:30pm – Supporting Sponsor Remarks
Century Printing and Packaging - Ben Waldrop, President
Preferred Marketing Solutions - Chad Swannie, National Account Executive
Rockledge Software - Allyn Hallisey, CEO
iv.
2:45pm – Break
v.
3:00-3:45pm – Business Segment #5 – How ShopLocal is Helping Retailers Amplify Their
Print Efforts Online, Lester Holze, Vice President, Business Development, ShopLocal
Review of strategy and implementation for various retailers.
vi.
3:45-4:45pm – Business Segment #6, Hot Topics #2
Don Poepping and Joseph Jahns lead discussion based on pre-conference survey. Topics
discussed included TMC Market research, Sear’s Collaborative opportunity, Simplified rate
cards, TMC jacket sales, Gift cards awarded to: Rod McLain, Alan Levenstein and Steve
Westphal for their contributions to the discussion.
vii.
4:45pm – Dinner Sponsor Remarks, doodad
Keith Bartlett, President and COO
viii.
5:00pm – Commemorative Conference Fleeces provided newspaper attendees
G. Thursday Evening, March 14th
i.
5:45-6:45pm – Coaches Transport Guests to Venue, Sponsored by Global Ad Distribution
ii.
6:00-7:00pm – Reception at Roaring Fork, Sponsored by Century Printing and Packaging
iii.
7:00-9:30pm – Dinner at Roaring Fork, Sponsored by doodad
Board election results announced
Secretary: Rod McLain
Treasurer: Susan Duchin
At-large: Adam Bush
iv.
9:30pm – Evening Networking
H. Friday Morning, March 15th
i.
7:30am – Breakfast Buffet – Sponsored by American Newspaper Solutions
ii.
8:00am Early Bird Drawing #3
Gift cards awarded to: Allyn Hallisey, Jim Mace and Chance Schlesman (again!)
iii.
8:30-9:15am – Advertiser Segment #6 – Marsha Lawrence, Director of Media Investment,
Novus Media (Representing MediaVest and Walmart)
Marsha provided a general review of Walmart’s plans for the coming year. Walmart is
looking for lower increase on preprint page counts. Walmart’s planning is typically done in
May or June for the following year. They have also done some digital tests in select markets
with more to come, but so far the results have not been good. Walmart also has a
percentage of their budget allocated to diverse audiences.
iv.
9:15am – Supporting Sponsor Remarks -Tactician Media
Todd Molldrem, Executive VP and GM
v.
9:40-10:15am – Sponsor Exchange
Members visit sponsor’s tables and enter for gift card drawing. Winners included Harry
Jackson, Isabella Mest, Adam Bush, Rose Novotny, Joseph Jahns, David Kiehle, Paul
Pelland, Alana DelRios, Alan Levenstein
vi.
10:15am – Break
vii.
10:30-11:15am – Advertiser Segment #7, Mediaspace: The Blue Sky Collective and the
Future of Newspaper Advertising, Colin May, Buying Director and Peter Krohse, Buying
Manager
Distributed two books to each member; Shattering the Status Quo by Scott Jagodzinski and
Blue Sky Notes. Discussed company history and specific plans for Lumber Liquidators,
American Express and United Healthcare
viii.
11:15-11:30am – Final Business
Philip Brown asked attendees to provide conference feedback via the online evaluations.
Possible cities for next year’s conference were discussed with Atlanta, Austin, San Antonio
and Miami/Ft. Lauderdale receiving the most interest. The timing of the 2014 conference was
also discussed because of the 2014 NAA meeting moving to mid-March in Denver.
ix.
11:30am – 2013 NTMC Scottsdale Conference adjourned
I. Friday Afternoon, March 15th - Friday Outings
i.
Golf: We-Ko-Pa Golf Club, Cholla Course in Fort McDowell
ii.
ML Baseball: Talking Stick, Arizona Diamondbacks vs. the Oakland Athletics
iii.
Cooking School: canceled
Anti-Trust Statement
While our meetings tend to be casual and creative, there is one area where we need to display
self-control and caution, and that is with antitrust concerns.
Federal law prohibits combinations, conspiracies, and agreements that restrain trade or
competition in commerce. Trade associations are by their very nature a “combination”, since
they consist of a group of competitors joined together for a common business purpose.
Accordingly, associations must refrain from actions having anti-competitive potential. It is
important to remember that there are many topics that you, as an individual, can discuss
within your company that would not be appropriate to discuss here, together as a group.
Examples of forbidden topics include:
 Specific current or future prices or rates charged by a particular company.
However, it is permissible to discuss the average prices previously charged by a
group of four or more companies. The price averages should be based on data that is
more than three months old.
 Endorsements of particular companies or products to the exclusion of others.
Discussions of this group should not encourage the boycotting or refusal to deal with
certain companies or products or services. However, it is permissible to discuss your
experiences with particular vendors or with other companies.
 Allocation of markets, territories or customers.
 Any action or understanding that limits competition or causes disadvantage to third
parties.
Everyone in these meetings needs to help insure that we observe and comply with these anti-trust
guidelines.
Thank you in advance for your help and cooperation!