|
| |
San Francisco
Single Copy Seminar
|
|
Pictured
left to right are the Single Copy Sales Panel who led the afternoon
discussion: Ron Tackett, Modesto Bee; Mike Costello, SF Chronicle;
Bruce Emsley, San Jose Mercury News; and Paul Hutcheson, SF Chronicle. |
|
|
Scott
Rodrick, President of Rodrick Foods and Chairman of Ronald McDonald
House Charities addresses bay area newspaper programs. |
|
|
The San Francisco Chronicle and Kaspar Sho-Rack®
co-sponsored a Single Copy Seminar at the Chronicle facility on Friday,
June 6, 2003. Approximately 55 participants were in attendance from
California, Arizona, Nevada and Oregon. The day began following a
continental breakfast with introductions by Mark Seal of Sho-Rack® , and a
welcome and declaration of the day's mission by Jerry Hill, Vice President
of Circulation for the San Francisco Chronicle. David Kaspar, President of
Sho-Rack® , followed addressing rack safety and liability, National retail
rack development, Smart Card use nationwide in College Readership and
apartment complexes, and finally, Flex Mechanism and Handheld capabilities
and updates with the new Bar Code Reader and Printer capabilities.
|
|
Bill
Johnson, Director of Circulation Marketig at NAA shows survey
statistics on circulation and single copy sales. |
|
|
Bill
Johnson, Director of Circulation Marketing at the Newspaper Association of
America, brought the latest from NAA. Bill shared a new video with buyer
footage from retail outlets that demonstrated how important placement of
retail racks is to maximize sales. He also had survey statistics on many
circulation and single copy facts and figures.
Paul Hutcheson, Director of Single Purchase Sales and
New Business Development for the Chronicle, detailed San Francisco’s
efforts to cope with all the rack ordinances in their area. He pointed out
the importance of communication with city representatives and other
Publishers to convey newspapers First Amendment rights and to show a
strong spirit of cooperation.
Following lunch, Scott Rodrick, President of Rodrick
Foods who owns and operates 10 area McDonald’s restaurants and Chairman of
Ronald McDonald House Charities in the bay area, spoke of the great
relationship they had with the San Francisco Chronicle and San Jose
Mercury News. Scott explained the 250 bay area McDonalds with 200 million
customers per year partnered with the Chronicle and Mercury News to sell 1
million newspapers per year. All proceeds ($100,000 per year) benefited
Ronald McDonald House charities in the bay area. He went on to challenge
the newspaper group to come up with a plan to offer a free newspaper with
every McDonalds breakfast to be paid by third party sales. He suggested
McDonald suppliers might pay for the newspapers. Scott also offered to
help any newspaper get in touch with the proper McDonalds personnel in
their area if they had problems going through the McDonalds Advertising
Agency to develop a newspaper/McDonalds partnership in their market.
The remainder of the afternoon was a single copy sales
panel discussion with Paul Hutcheson serving as Panel Discussion Leader.
Subjects discussed were third party sales, sagging Sunday sales and
cooperative ventures between newspapers. The panel, consisting of Paul
Hutcheson, Bruce Emsley, Single Copy Manager of the San Jose Mercury News,
Mike Costello, Retail Sales Supervisor from the San Francisco Chronicle,
and Ron Tackett, Single Copy Manager of the Modesto Bee, discussed these
topics and how their newspaper handled the situation, then fielded
questions from the floor. Also discussed were complimentary copies of the
newspaper going to patients in Stanford University Hospital paid for by
one of the endowments, Kids Day at the Modesto Bee, retailers purchasing
papers for their grand openings, car washes purchasing paper for every car
going through the wash, and single copy discounts given to Wal-Mart
customers perpetuating the impression that Wal-Mart really is the least
expensive.
Sho-Rack® will be co-sponsoring two additional
seminars: Thursday, September 18, 2003, with Philadelphia Newspapers and
Thursday, October 23, with the Orlando Sentinel. For more information on
these seminars contact Mary Jane Kram with Kaspar Sho-Rack® at
1-800-527-1134 or email her at
mjkram@shorack.com
or consult the Sales Consultant in your area. |
|
