By: Mark Fitzgerald Last Friday I took the day off to help judge the Newspaper Business Development Contest co-sponsored by the Inland Press Association and the Newspaper Business Development Network -- the organization that used to be called the Newspaper Special Sections Network. With three of us sorting through some 400 contest entries, some of them as thick as an encyclopedia, judging nearly was a full day's work.
But it was more than a day's worth of inspiration. I realized as I pored through special sections and print products just how ferociously newspapers continue to scour for new revenue -- even in places that media analysts far from the day-to-day fray of actual newspaper work dismiss as tapped out.
When I opened the door to Inland's headquarter suite in a downtown Des Plaines, Ill., office building, for instance, I would never have expected that products around automotive or real estate would look anything but pathetic in this economy. But there are some innovative products out there -- and they are making money.
Out of sight of their usual audience, newspapers are also producing a wide variety of products for customers, such as company anniversary publications, chamber of commerce guides and co-branded municipal guides.
And the quality was often stunningly breathtaking. While judging stand-alone glossy publications in the under 50,000-circulation category, for instance, I had a very tough time choosing one winner among finalists that included a handsome magazine from The Villages (Fla.) Daily Sun and a newcomer guide from The News-Times in Danbury, Conn. My choice of a guide to local attorneys published by the Longmont (Colo.) Times-Call was inarguable -- unless you saw the other two.
Newspapers, this contest showed, are reinventing even the most played-out special section concepts.
Everybody, especially every paper of a certain smaller size, publishes a bridal guide. And truth be told, many of the examples submitted as winners did not deserve to be anywhere near the altar.
But I was blown away by the bridal planner of The Buffalo (N.Y.) News. First, it has to be requested by the bride, who in the paper or online does that by providing plenty of information that will be very useful to advertisers. And you can see why a bride would want it. It's a sturdy, spiral-bound product with tons of pockets for receipts and bids, plus real information that has been produced locally -- not decades-old syndicate filler.
I should have taken notes on the revenue, and I wouldn't want to hazard a guess here. Suffice it to say redesigning and rethinking the book boosted revenue by several multiples. Every executive in charge of his or her paper's niche products should request a copy.
There were numerous other examples, but a good place to start is with the winners. Inland's announcement follows, along with the list of winners and finalists:
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Winners announced in the 2009 Newspaper Business Development Contest -- Inland receives nearly 400 contest entries from about 50 newspapersDes Plaines, Ill. -- Winners have been announced in the 2009 Newspaper Business Development Contest, formerly the NSSN Special Sections and New Products/New Revenue Competition. The contest is co-sponsored by the Inland Press Association and the Newspaper Business Development Network, formerly the Newspaper Special Sections Network.
Inland's Interim Executive Director Catherine Scott said the contest honors excellence among North American newspapers in developing new products and new revenue ideas. "The annual contest celebrates specialty products and niche publications, and we were encouraged by the number of entries received this year," Scott said. "The judges were quite impressed by the quality and variety of the entries submitted."
Awards will be presented at the Newspaper Business Development Conference held Aug. 6-8 in Arlington Heights, Ill. For more information, visit NBDN-Inland.org.
The winners, by category and circulation size, are as follows:
Category: Business/Industry
Circulation Division: Under 10,000 & 10,000-50,000 (Combined)
1st Place: The Record-Eagle, Traverse City, Mich. - "Traverse City Then and Now"
2nd Place: Farm News, Fort Dodge, Iowa - "Spring Farm 2008"
3rd Place: The Villages Daily Sun, The Villages, Fla. - "Salute to Business"
50,000-100,000
1st Place: The Forum of Fargo-Moorhead, Fargo, N.D. - "NDSU Research & Technology Park"
2nd Place: The Huntsville Times, Huntsville, Ala. - "Tactical Missile Conference"
3rd Place: The Huntsville Times, Huntsville, Ala. - "Space and Missile Defense ... the Next 50 Years."
50,000-100,000 & Over 100,000 (Combined)
1st Place: Arkansas Democrat-Gazette, Little Rock, Ark. - "Locally Owned Businesses"
2nd Place: Tulsa World, Tulsa, Okla. - "Investment Guide"
3rd Place: Edmonton Journal, Edmonton, Alberta - "Moving...Forward"
Arts/Entertainment
Under 10,000 & 10,000-50,000 (Combined)
1st Place: Sturgis Journal, Sturgis, Mich. - "Snap-it"
2nd Place: The Royal Gazette, Hamilton, Bermuda - "Holiday Greetings & Short Story Contest"
3rd Place: Telegraph Herald, Dubuque, Iowa - "Potosi Brewery Company"
50,000-100,000 & Over 100,000 (Combined)
1st Place: Calgary Herald, Calgary, Alberta - "Stampede Parade"
2nd Place: Tulsa World, Tulsa, Okla. - "River Spirit Casino"
3rd Place: The Florida Times-Union, Jacksonville, Fla. - "2008 NAS Jax Air Show ... The Wings of Freedom"
Travel/Tourism /Transportation
Under 10,000 & 10,000-50,000 (Combined)
1st Place: The Villages Daily Sun, The Villages, Fla. - "Newcomers Guide"
2nd Place: The Shawnee Dispatch, Shawnee, Kan. - "A Day Away"
3rd Place: Longmont Times-Call, Longmont, Colo. - "Longmont Magazine"
50,000-100,000 & Over 100,000 (Combined)
1st Place: Calgary Herald, Calgary, Alberta - "Saddle Up"
2nd Place: The Dallas Morning News, Dallas, Texas - "City of Allen"
3rd Place: The Huntsville Times, Huntsville, Ala. - "Answer Book"
Sports
Under 10,000 & 10,000-50,000 (Combined)
1st Place: The Messenger, Fort Dodge, Iowa - "Winter Sports Preview 2008-2009"
2nd Place: The Messenger, Fort Dodge, Iowa - "Football Preview 2008"
3rd Place: The Messenger, Fort Dodge, Iowa - "2009 Racing Directory"
50,000-100,000 & Over 100,000 (Combined)
1st Place: Arkansas Democrat-Gazette, Little Rock, Ark. - "2008 Football"
2nd Place: Arkansas Democrat-Gazette, Little Rock, Ark. -"Basketball 2008"
3rd Place: Calgary Herald, Calgary, Alberta, "Spruce Meadows 'Masters'"
Health, Family & Youth
Under 10,000 & 10,000-50,000 (Combined)
1st Place: Petoskey News-Review, Petoskey, Mich. - "Parenting for a Lifetime"
2nd Place: Daily Journal, Franklin, Ind. - "Southside New You"
3rd Place: Cleveland Jewish News, Beachwood, Ohio - "Camp 2009"
50,000-100,000 & Over 100,000 (Combined)
1st Place: The Gazette, Cedar Rapids, Iowa - "EmpowHer"
2nd Place: Erie Times-News, Erie, Pa. - "Health & Wellness"
3rd Place: The Florida Times-Union, Jacksonville, Fla. - "2008 Eye On The Storm"
Education/Career
10,000-50,000
1st Place: The Messenger, Fort Dodge, Iowa - "Catholic Schools"
2nd Place: Telegraph Herald, Dubuque, Iowa - "Are You Smarter Than A CEO?"
3rd Place: Daily Journal, Franklin, Ind. - "Junior Journal"
Over 100,000
1st Place: The Buffalo News, Buffalo, N.Y. - "Destination College"
2nd Place: Calgary Herald, Calgary, Alberta - "Classroom Hunger"
Vendor Support
10,000-50,000
1st Place: The Republic, Columbus, Ind. - "Live United"
2nd Place: The Record-Eagle, Traverse City, Mich. - "100 Years of the Northwestern Michigan Fair"
3rd Place: The News-Times, Danbury, Conn. - "Danbury Police Station Grand Opening"
50,000-100,000 & Over 100,000 (Combined)
1st Place: The Gazette, Cedar Rapids, Iowa - "Quaker Oats"
2nd Place: The Ottawa Citizen, Ottawa, Ontario - "Shop Local"
3rd Place: The Forum of Fargo-Moorhead, Fargo, N.D. - "Downtown Library"
Shelter
10,000-50,000
1st Place: Telegraph Herald, Dubuque, Iowa - "Your Home Resource Guide"
2nd Place: Farm News, Fort Dodge, Iowa - "Historic Barns of Iowa"
3rd Place: The Messenger, Fort Dodge, Iowa - "All About Home"
50,000-100,000 & Over 100,000 (Combined)
1st Place: The Gazette, Cedar Rapids, Iowa - "Parade of Homes"
2nd Place: Arkansas Democrat-Gazette, Little Rock, Ark. - "Arkansas Home & Garden"
3rd Place: The Dallas Morning News, Dallas, Texas - "Inside Look"
Environment & 'Going Green'
10,000-50,000
1st Place: Lawrence Journal-World, Lawrence, Kan. - "Green Living"
2nd Place: The Royal Gazette, Hamilton, Bermuda - "Green Pages"
3rd Place: Telegraph Herald, Dubuque, Iowa - "Make a Green Connection"
Over 100,000
1st Place: Calgary Herald, Calgary, Alberta - "The Mayor's Environment Expo"
2nd Place: The Florida Times-Union, Jacksonville, Fla. - "Go Green" Initiative
3rd Place: Arkansas Democrat-Gazette, Little Rock, Ark. - "Living Green"
Marketing Materials/
Collateral Items & Incentives
Under 10,000 & 10,000-50,000 (Combined)
1st Place: Telegraph Herald, Dubuque, Iowa - "Lettuce Help you Grow your Business"
2nd Place: Weekender, Wilkes-Barre, Pa. - "Golden Ticket Contest"
3rd Place: The Monroe Evening News, Monroe, Mich. - "Monroe Magazine"
Over 100,000
1st Place: Tulsa World, Tulsa, Okla. - "Christmas Packages"
2nd Place: Arkansas Democrat-Gazette, Little Rock, Ark. - "Story of the Newspaper Industry Brochure"
3rd Place: Arkansas Democrat-Gazette, Little Rock, Ark. - "arkansasonline"
Glossy Publications
Under 10,000
1st Place: Tahoe Daily Tribune, Carson City, Nev. - "Tahoe at Play"
2nd Place: Tahoe Daily Tribune, Carson City, Nev. - "99 Things to Do"
3rd Place: Natchez Democrat, Natchez, Miss. - "Football 2008"
10,000-50,000
1st Place: Longmont Times-Call, Longmont, Colo. - "Boulder County Attorneys"
2nd Place: The News-Times, Danbury, Conn. - "This is Your Town"
3rd Place: The Villages Daily Sun, The Villages, Fla. - "The Villages Magazine"
50,000-100,000
1st Place: The Huntsville Times, Huntsville, Ala. - "Growing Up"
2nd Place: Erie Times-News, Erie, Pa. - "HER Times"
3rd Place: Huntsville Times, Huntsville, Ala. - "R&D Report"
Over 100,000
1st Place: The Ottawa Citizen, Ottawa, Ontario - "Style Magazine"
2nd Place: Calgary Herald, Calgary, Alberta - "Auto Show Guide"
3rd Place: The Buffalo News, Buffalo, N.Y. - "Buffalo Magazine Living & Style"
Theme Pages
Under 10,000 & 10,000-50,000 (Combined)
1st Place: Lawrence Journal-World, Lawrence, Kan. - "GO!"
2nd Place: Ludington Daily News, Ludington, Mich. - "Road Trips"
3rd Place: Cleveland Jewish News, Beachwood, Ohio - "Political Section"
50,000-100,000 & Over 100, 000 (Combined)
1st Place: The Forum of Fargo-Moorhead, Fargo, N.D. - "NDSU Bison Basketball"
2nd Place: Calgary Herald, Calgary, Alberta - "Your New Home"
3rd Place: The Florida Times-Union, Jacksonville, Fla. - "2008 Labor Day Salute"
Stand-Alone Publications
Under 10,000
1st Place: Petoskey News-Review, Petoskey, Mich. - "Motorcoach Living"
2nd Place: Daily News, West Bend, Wis. - "The Official Riders Guide"
3rd Place: Petoskey News-Review, Petoskey, Mich. - "The Guide"
10,000-50,000
1st Place: The Republic, Columbus, Ind. - "FLOOD: A Story of Disaster and Recovery"
2nd Place: The Santa Fe New Mexican, Santa Fe, N.M. - "Indian Market"
3rd Place: Telegraph Herald, Dubuque, Iowa - "Dubuque Terquasquicentennial"
50,000-100,000 & Over 100,000
1st Place: The Buffalo News, Buffalo, N.Y. - "Bridal Planner"
2nd Place: The Florida Times-Union, Jacksonville, Fla. - "Living Newsletters"
3rd Place: Arkansas Democrat-Gazette, Little Rock, Ark. - "Capture, Arkansas"
Online Products or Services
Under 10,000 & 10,000-50,000 & 50,000-100,000 (Combined)
1st Place: Petoskey News-Review, Petoskey, Mich. - "Connect With Better Health"
2nd Place: The Republic, Columbus, Ind. - "ColumbusLocalBiz.com"
3rd Place: Erie Times-News, Erie, Pa. - "ErieMoms.com"
Over 100,000 (Combined)
1st Place: The Florida Times-Union, Jacksonville, Fla. - "Rebirth of Jacksonville.com"
2nd Place: Tulsa World, Tulsa, Okla. - "Lost Lives: A Decade of Tulsa Homicides"
3rd Place: The Ottawa Citizen, Ottawa, Ontario - "The National Golf Course Owners Association"
Newspaper Fighting Cancer
Under 10,000 & 10,000-50,000 (Combined)
1st Place: The Natchez Democrat, Natchez, Miss. - "Relay of Life"
2nd Place: The Republic, Columbus, Ind. - "Conquering Cancer"
3rd Place: Tyler Morning Telegraph, Tyler, Texas - "The Komen Race"
Over 100,000
1st Place: The Florida Times-Union, Jacksonville, Fla. - "Think Pink"
2nd Place: The Daily Herald, Arlington Heights, Ill. - "Cancer Survivors"
3rd Place: Tulsa World, Tulsa, Okla. - "Cancer Survivors"
Non-Traditional Initiatives
Under 10,000 & 10,000-50,000 (Combined)
1st Place: Telegraph Herald, Dubuque, Iowa - "Black Friday Survival Guide"
2nd Place: Telegraph Herald, Dubuque, Iowa - "Big Boy Toy Show"
2nd Place: Telegraph Herald, Dubuque, Iowa - "Salute to Women"
3rd Place: Petoskey News-Review, Petoskey, Mich. - "Deal & Dine"
50,000-100,000 & Over 100,000 (Combined)
1st Place: Calgary Herald, Calgary, Alberta - "Saddle Up"
2nd Place: Calgary Herald, Calgary, Alberta - "Classroom Hunger - No Food for Thought"
3rd Place: The Huntsville Times, Huntsville, Ala. - "Salute"
Other
10,000-50,000
1st Place: The News-Times, Danbury, Conn. - "125th Anniversary"
2nd Place: Telegraph Herald, Dubuque, Iowa - "Election 2008 Voter Guide"
3rd Place: Daily Journal, Franklin, Ind. - "Hillview Country Club"
50,000-100,000 & Over 100,000 (Combined)
1st Place: The Florida Times-Union, Jacksonville, Fla. - "2008 Eagle Scouts Tribute Page"
2nd Place: The Huntsville Times, Huntsville, Ala. - "Homes of Distinction"
3rd Place: Tulsa World, Tulsa, Okla. - "Contract-Palooza"
ABOUT INLAND
Founded in 1885, Inland Press Association is a not-for-profit newspaper association and foundation. Inland is dedicated to advancing the welfare of its 1,156 member newspapers across all 50 states, Canada and Bermuda. Inland's goal is to enable newspapers to continue serving the people as a free, strong and responsible press. Inland specializes in high-quality, low-cost training options for all newspaper departments and it produces industry standard research in newspaper costs and revenues, as well as newspaper compensation and morale. Inland is located in Des Plaines, Ill., a suburb adjoining Chicago's O'Hare International Airport. For further information, visit InlandPress.org.
ABOUT NBDN
The Newspaper Business Development Network, formerly the Newspaper Special Sections Network, was founded in 1988 by Marie Ann Colucci, then special sections and advertising promotion manager of The Gazette of Montreal, and Alton Helm, special sections manager of the Washington Post. The group now consists of more than 120 newspaper special section and niche publication managers and newspaper-related resource organizations in the U.S., Canada and Bermuda. The organization's goal is to share ideas on developing new business by increasing advertising revenue through creative ideas. Inland handles administrative and business functions for NBDN. The organizations co-sponsor an annual new products and new revenue conference, as well as the annual Newspaper Business Development Contest. For more information, visit NBDN-Inland.org.
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