Atlanta Training Session
Here are some of the great PowerPoint presentations we had in our Atlanta training session in April 2006. They were graciously provided by the presenters as a resource to SCMA members. We post them on the website for your benefit. For more specific information about these presentations, we have also included the authors’ Email addresses so you may contact them with your questions.
ABC Presentation – David Elder
Email: DElder@OrlandoSentinel.com
If you’re looking for a good overview of what the Audit Bureau of Circulation is and what it does, click on this presentation. Dave covers ABC and defines several useful things that you’ll need to know. What qualifies as paid circulation, the basic price and discounts (at least 25% of the basic price), the “cost” of premium items, etc. ABC also scrutinizes your phrasing of subscription offers so check out David’s terrific information.
Strategic Crewing – Andrew Stolz
Email: AStolz@ajc.com
Andrew Stolz of the Atlanta Journal-Constitution has provided us with an overview of how and why a newspaper might change their model of crew sales from a system of independent contractors to an employee-based sales force. The key thing is to remember that we do not control independent contractors. With an employee-based sales force, you can better direct their efforts towards an overall sales goal.
Subscription Sales: Quality vs. Quantity – Manuel Collazo
Email: mcollazo@ajc.com
The virtual elimination of telemarketing starts after the implementation of the National Do-Not-Call list meant a return to the old-fashioned sales pressure of kiosks, door crewing, etc. But trading one low-quality order source for another doesn’t make sense in today’s business climate. The AJC’s Manuel Collazo presented a terrific overview of how paid orders have better retention and profitability.
Kroger Foods – Charity promotion – Steve Edwards
Email: sqedwards@ajc.com
NAA 2006 Merchandiser of the Year award went to the AJC for this promotion that sold newspapers and raised funds for the Susan G. Komen Foundation. This presentation can show you every step required to enter into a successful promotion with your single copy partners.
The Cost of Turnover – Gerald Reed
Email: gsreed@annistonstar.com
If you can put a number to what it costs you each time a route turns over, you can make the case to your Publisher or Circulation Director that you can save money by increasing route profitability. This Power Point presentation shows how these numbers can add up. In short, you can’t afford not to take a look!
Circulation Law – Mark Hunt, King & Ballow
Email: mhunt@kingballow.com
Mark Hunt of King & Ballow provides a presentation to help circulators understand the importance of maintaining the strength of the independent contractor relationship. You can take the IRS 20 Factor Test to see if your newspaper is doing anything that might affect the status of your carriers. This is a very good PowerPoint presentation.