'SNA, be nimble'

By: Mark Fitzgerald branding key For suburbia

Even in this new hyperdrive business-at-the-speed-of-the-Internet world, suburbia isn't Siberia for newspapers, marketing and media experts say.
One theme that emerged repeatedly at the Suburban Newspapers of America (sna) fall conference in Chicago recently was that community papers are nimble enough to prevail in a media environment where the rules are constantly being rewritten.
"I think the dollars will come pouring down on you," Don Schultz, a Northwestern University marketing professor, told the sna member publishers and ad directors. Suburban papers just need to think differently, added Schultz, whose Agora Inc. advises businesses on moving from a "transaction-driven to a relationship-building marketplace."
"Top [business] management considers too much marketing and advertising 'soft, squishy, not relevant.' They are talking cash flow. That's what they care about," Schultz told the sna members. "You, in essence, are not selling advertising space. You are selling services that hopefully will generate cash flow for your advertisers. The problem is, we don't talk about cash flow when we meet with them."
Suburban papers also need to spend the advertising dollars to brand themselves, Schultz said. In addition, suburban papers need to exploit their natural advantage over metro dailies in the coverage of local school and community sports, said Eli Portnoy, a consultant whose clients include The Orlando (Fla.) Sentinel as well as professional basketball and hockey teams.
Community papers' local coverage has even give them entr?e to the big boys of the Internet world, said Tom Grubisich, who co-founded the Connection Newspapers group of free-distribution suburban papers in Washington before becoming managing editor/local news for America Online's (aol) Digital City Inc.
aol is looking for cashless alliances with local newspapers, he said. "We're going to have to figure how this is going to work for you, as well as for us," Grubisich said.

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