Advertising’s slippery slope

Advertising’s slippery slope By John Foust, Advertising Trainer I remember taking a day-long ski trip to Virginia. The charter bus was filled with skiers who had different levels of experience: a few were pretty good, most were average, and some were novices like me.After a morning on the beginners’ slope,...

South Carolina Supreme Court is unanimous in its support of open courts and open records. Are the trial courts paying attention?

South Carolina Supreme Court is unanimous in its support of open courts and open records.  Are the trial courts paying attention? Published Sept. 2023 By SCPA Attorney Jay Bender On September 6 the Supreme Court of South Carolina filed an opinion vacating an order which had reduced the prison sentence...

Interviewing

How to interview anybody By Jerry Bellune, Writing Coach Your guidelines for interviewing anybody are thankfully similar.Your subject may be the President of the United States or the woman who just won best arrangement at the local flower show.1. Do your research, even if it’s only talking with those who...

Take steps now to report on 2024 budgets

Take steps now to report on 2024 budgets Published August 18, 2023 By Jim Pumarlo, Newspaper Consultant We’re more than halfway into 2023, and many local governments are well involved in exploring 2024 budgets. Are your newsrooms aware of the process? Are you keeping readers abreast of the dynamics?It’s not...

Get more mileage out of testimonials

Get more mileage out of testimonials By John Foust, Advertising Trainer Back in my ad agency days, I worked with a real estate client on a series of customer testimonials. We started with one, then added another and another. The final count was more than a dozen, which kept the...

Touch your readers with sensory words

Touch your readers with sensory words By Jerry Bellune, Writing Coach You may remember onomatopoeic words from the 10th grade.These words express sounds such as to squeal or whoosh.There’s a different, more subtle category of words, says writing coach Henneke Duistermaat. Visual words for sight allow you to paint vibrant (or...

Ad lessons from a wall poster

Ad lessons from a wall poster By John Foust, Advertising Trainer I remember going to the opthalmologist a few years ago for my regular eye checkup. In the exam room, there was a large poster on the wall which featured a number of photographs of the same view of New...

Free Press Doesn’t Mean Freedom to Break the Law, But Police Shouldn’t Arrest Journalists

Free Press Doesn’t Mean Freedom to Break the Law, But Police Shouldn’t Arrest Journalists Published July 2023 By Eric P. Robinson, USC School of Journalism and Mass Communications Last month two reporters for the left-leaning The Asheville Blade in North Carolina were convicted of misdemeanor trespassing for not leaving when...

Read like a writer

Read like a writer By Jerry Bellune, Writing Coach Sounds simple, doesn’t it. You are already a writer.But think about it. Whenever you read – and it should be daily – think like a writer.Pay attention to what the writers are doing, how they hold your attention and keep you reading....

Keep it simple in sports writing

Keep it simple in sports writing By Jerry Bellune, Writing Coach Writing about a sport for those who don’t understand the sport is a challenge. Most writers figure they are writing for fans as familiar with the game as they are.John McPhee, author of A Sense of Where You Are and...

Yes, we need white space

Yes, we need white space By Jerry Bellune, Writing Coach In a black and white movie, you want shadow and light.In a color movie, you want vibrant colors.Without these, they would be unwatchable movies.The same is true of your own writing – and reading.You want short words, short sentences, short...

Stories within your stories

Stories within your stories By Jerry Bellune, Writing Coach Anecdotes are a vital part of compelling storytelling. These are small stories that may open or close your larger story.They also can appear almost anywhere in the middle.John McPhee used an anecdote in a New Yorker article about environmentalist Edward Abbey.In his book, Abbey wrote...

Writing life stories

Writing life stories By Jerry Bellune, Writing Coach To their families, obituaries are final chapters in the lives of those they love.For many, obituaries mark their loved ones’ release from pain.For others, it is the winding down of long and fruitful lives.For the unfortunate, they are wrenching, unwelcome nightmares, whether...

‘Running of the interns’ highlights why federal courts should be open to cameras​

'Running of the interns' highlights why federal courts should be open to cameras Published June 2023 By Eric P. Robinson, USC School of Journalism and Mass Communications “On your mark. Get set. Go!”These words were not actually called out in the federal courtroom where former president Donald Trump was arraigned...

Don’t sell your clients short

Don’t sell your clients short By John Foust, Advertising Trainer Gene told me about an experience he had when he was fundraising for the Boy Scouts. “I was young and completely sold on the value of scouting because some years earlier I had earned the designations of Eagle Scout and...

What makes an ad campaign?

What makes an ad campaign? By John Foust, Advertising Trainer Amanda told me about taking over the advertising account of a business which had been placing ads in her paper for a long time. “In our first meeting, the owner said he had been running what he called a ‘campaign’...

Carefully screen columns by public officials

Carefully screen columns by public officials Published May 2, 2023 By Jim Pumarlo, Newspaper Consultant How will the Legislature deal with a record budget surplus, and what will it mean for taxpayer pocketbooks? Are there implications for public safety with the proposal to legalize marijuana? Which communities are the winners...

S.C. media and First Amendment advocates must remain vigilant as new ‘hurricane’ brews in Florida

S.C. media and First Amendment advocates must remain vigilant as new 'hurricane' brews in Florida Published March 2023 By Eric P. Robinson, USC School of Journalism and Mass Communications In 2022, Hurricane Ian barreled across Florida, causing widespread damage and becoming the deadliest hurricane to strike Florida since 1935. Ian...

WHY WOULD AN INNOCENT MAN LIE?

WHY WOULD AN INNOCENT MAN LIE? Published March 2023Editor's Note: Member editors can pick this column up and run it in print and online as they see fit. By SCPA Attorney Jay Bender Why would an innocent man lie to police about the last time he saw his wife and...

If it’s 10:08, it must be a watch ad

If it’s 10:08, it must be a watch ad By John Foust, Advertising Trainer Legendary UCLA basketball coach John Wooden once said, “It’s the little details that are vital. Little things make big things happen.”That’s certainly true in advertising. Consider the nuances of photography. For example, the next time you...

Editor ‘can handle mean,’ but can’t stand ‘baseless cynicism and unwillingness to think’

INTO THE ISSUES Editor ‘can handle mean,’ but can’t stand ‘baseless cynicism and unwillingness to think’ Published Feb. 21, 2023 By Al Cross This month’s column is mainly from someone else, because it illustrates a serious problem facing rural newspapers: How do they manage increasingly contentious public discourse and still...

What are they selling?

What are they selling? By John Foust, Advertising Trainer Greensboro, NCMy wife and I once visited with Rick and Karen, a couple who had served as missionaries overseas. As part of their work to get involved in the community, Rick was assigned to teach a class at a local school....

Prime time to take inventory of your newsmakers

Prime time to take inventory of your newsmakers Published February 2, 2023 By Jim Pumarlo, Newspaper Consultant Here’s a periodic action item for every newspaper: The exercise can be quite revealing in evaluating how you are connecting with various audiences. It is even more important in today’s fractured media landscape...

The power of enthusiasm

The power of enthusiasm By John Foust, Advertising Trainer There’s a story about a professor of literature at the University of North Carolina in Chapel Hill. As he approached retirement, someone from the newspaper interviewed him. During the course of their conversation, the reporter asked the wise old professor about...

Billy Holland: Living for a purpose

Living on Purpose: They hear His voice, and follow Him Dr. William Holland 1/19/23By Dr. William Holland Life is changing all around us. With technology providing an opportunity for every person on the planet to speak and listen, we are surrounded by so many opinions about everything, it’s becoming more difficult...

Resolve to be accessible, stay relevant

Resolve to be accessible, stay relevant Published Jan. 2023 By Jim Pumarlo, Newspaper Consultant Surviving in today’s fractured media landscape depends on your ability to identify, collect and deliver the relevant community news. That job becomes more challenging if readers become frustrated in their attempts to connect with reporters. The...

Suing the Media for Revenge and Profit

Suing the Media for Revenge and Profit Published Jan. 2023 By Eric P. Robinson, USC School of Journalism and Mass Communications In his new bestselling book and slew of media interviews promoting it, Prince Harry rails against the British media and their alleged collaborators within the British Monarchy, blaming them...

We’ve got some explaining to do

We’ve got some explaining to do By John Foust, Advertising Trainer People usually say “no” to things they don’t understand. It’s a salesperson’s job to help prospects understand what he or she is selling. What makes media choice A better than choice B? What’s all this talk about target audiences...

Advertising’s Bill of Rights

Advertising’s Bill of Rights By John Foust, Advertising Trainer In the advertising business, there are things which must be done in order to create an effective campaign. Think of it as Advertising’s Bill of Rights: Send the right message…to the right audience…in the right medium…at the right time…about the right...

Oboes and leadership

Oboes and leadership By John Foust, Advertising Trainer If you’ve been to a symphony concert, you’ve witnessed the cacophony of sound before the concert begins. Every instrument seems to be in its own world, independently running through the musical scale.Actually, this is a traditional and deliberate process to tune all...

Libel without a name?

Libel without a name? Published October 2022 By Eric P. Robinson, USC School of Journalism and Mass Communications A parent’s apparently false allegation at a public November school board meeting that an administrator in Richland County School District Two had strip searched his daughter led to a defamation lawsuit against...

Say it and do it, or renegotiate

Say it and do it, or renegotiate By John Foust, Advertising Trainer Joanne is an ad manager with a common-sense approach to managing her team and their goals. She believes in communication – not micro-management – but real communication on how things are going.“For years,” she told me, “I often...

The Royals and the Press

The Royals and the Press Published September 2022 By Eric P. Robinson, USC School of Journalism and Mass Communications The death of Britain’s Queen Elizabeth II after a reign of more than 70 years has prompted a cascade of retrospectives and reminiscences of the major events and changes of the...

The power of being specific

The power of being specific By John Foust, Advertising Trainer Motivational speaker and author Zig Ziglar used to ask, “Are you a meaningful specific or a wandering generality?” He related his comment to a number of areas: long and short-term goal setting, day-to-day activities, and dealings with family members, coworkers...

Trial Gag Orders Are No Laughing Matter

Trial gag orders are no laughing matter Published August 2022 By Eric P. Robinson, USC School of Journalism and Mass Communications South Carolina Circuit Judge Clifton Newman was praised (here and here, for example) in early August when he rejected requests for gag orders from both the prosecution and the...

Plan now to recognize first responders

Plan now to recognize first responders Published August 9, 2022 By Jim Pumarlo, Newspaper Consultant Are you looking for a project that can energize your news staffs, generate new advertising revenue and underscore the value of a local newspaper to potential new subscribers?Mark Oct. 28: National First Responders Day.Full disclosure...

Tell them why – and sell more

Tell them why – and sell more By John Foust, Advertising Trainer Like some other kids, I learned how to drive before taking the drivers’ education class in high school. My father took me to the school’s football stadium on weekends when the expansive parking lot was empty. The car...

A key question: What’s next?

A key question: What’s next? By John Foust, Advertising Trainer Gregory talked to me about a lesson he learned in his early days of selling advertising. “In one of my first presentations, the prospect rejected my ideas for a new campaign. Back at the office, my ad manager must have...

South Carolina needs a good SLAPP law

South Carolina needs a good SLAPP law Published June 2022 By Eric P. Robinson, USC School of Journalism and Mass Communications In late May, the Judiciary Committee of the North Carolina State Assembly approved a legislative bill, which would allow for early dismissal of lawsuits making libel or other claims...

Post and Courier advances digital subscriptions business with sports newsletters, in partnership with GNI

Post and Courier advances digital subscriptions business with sports newsletters, in partnership with GNI Published June 2022The Post and Courier and Google News Initiative (GNI) published a case study highlighting the impact of new paid newsletters to the paper’s digital subscription business. In partnership with the GNI, The Post and...

Two advertising goals: Attention and Retention

Two advertising goals: Attention and Retention By John Foust, Advertising Trainer As mentioned in previous articles, there are two types of advertising: image and response. Image advertising – sometimes known as institutional advertising – is designed to give people a good impression of the advertiser. (“We’re the dealership that cares.”)...

A good idea is worth the wait

A good idea is worth the wait By John Foust, Advertising Trainer When I was a kid and jumped to conclusions about something, my father often said, “Hold your horses, son.” That’s an old saying that means, “Whoa! Stop and think carefully before making a decision.” Dad had a lot...

The importance of proofreading

The importance of proofreading By John Foust, Advertising Trainer Proofreading is one of the most important skills in the advertising world. While anybody with a sense of humor can appreciate a harmless blooper (one of my favorites is the sign that read, “Ears pierced while you wait”), no advertiser wants...

Advertising’s blast from the past

Advertising’s blast from the past By John Foust, Advertising Trainer In order to look ahead to a new advertising idea, sometimes it helps to take a look at the past. When an advertiser has been in business for a number of years, there are plenty of possibilities.Let’s take a look...

Examine, evaluate reporting shortcuts

Examine, evaluate reporting shortcuts Published Feb. 9, 2022 By Jim Pumarlo, Newspaper Consultant I fondly characterize newsrooms as organized chaos. I witnessed that firsthand guiding staffs when resources were plentiful and community newspapers had captive audiences.Dynamics are even more frayed in today’s changing media landscape as editors grapple with diminished...

Into the issues

INTO THE ISSUES AP lets non-member weeklies republish its investigative story about 2020 election fraud Published Jan. 10, 2022 By Al Cross Almost a year ago, this column urged community newspapers to tell their readers the truth about the 2020 presidential election — that it was fairly held — to...

Would you mind showing me around?

Would you mind showing me around? By John Foust, Advertising Trainer One of the most important questions you can ask an advertising client is, “Would you mind showing me around?”Think about it. When you have a conversation in a client’s office, you get a filtered version of that person’s business....

Meaningful meeting reports demand substantive leads

Meaningful meeting reports demand substantive leads Published Nov. 23, 2021 By Jim Pumarlo, Newspaper Consultant Newspapers smartly are promoting their roles as government watchdogs to reinforce their strengths in the fractured media landscape. I join the chorus: Vibrant coverage of public affairs is at the foundation of vibrant communities. The...

Supreme Court Declines Chance to Clarify Right to Record Police

Supreme Court Declines Chance to Clarify Right to Record Police Published Nov. 2021 By Eric P. Robinson, USC School of Journalism and Mass Communications On Nov. 1 the U.S. Supreme Court declined to accept for review a decision by the federal Tenth Circuit Court of Appeals in Denver holding that...

Don’t let shortcuts thwart quality content

Don’t let shortcuts thwart quality content Published Nov. 2, 2021 By Jim Pumarlo, Newspaper Consultant Many newsrooms, already strained by lean staffs, have seen resources exacerbated by the economic toll of the coronavirus. Circumstances have prompted editors and reporters to take shortcuts in gathering and publishing the everyday churn of...

Cut down on exclamation marks

Cut down on exclamation marks By John Foust, Advertising Trainer Lately I have noticed a disturbing trend in print and online advertising: the overuse of exclamation marks. They’re all over the place. Interestingly, no grammar book I have ever seen has suggested using more exclamation marks – or exclamation points...

SOS for South Carolina’s FOIA

SOS for South Carolina’s FOIA Published Sept. 2021 By Eric P. Robinson, USC School of Journalism and Mass Communications In the past several weeks and months we have seen numerous examples of local and state government boards and agencies refusing to comply with South Carolina’s Freedom of Information Act. These...

The advertising sales cycle

The advertising sales cycle By John Foust, Advertising Trainer Let’s take a look at the sales cycle. For our purposes, the focus is on advertising media sales, but this concept can apply to any business. Although the cycle has a beginning and an end, the end leads to a new...

Are you telling your own stories?

Are you telling your own stories? Published Aug. 30, 2021 By Jim Pumarlo, Newspaper Consultant I circulated a column celebrating community newspapers earlier this year in recognition of Sunshine Week. Its publication prompted a few comments.One reader, who hailed from a Minneapolis suburb, read the column in his local paper....

Into the Issues (Aug. 2021)

INTO THE ISSUES Editorials provide leadership needed in pandemic Published Aug. 11, 2021 By Al Cross Editorials are falling from favor at many American newspapers, for various reasons, including a desire not to upset and chase away readers, especially when it comes to our increasingly tribal and polarized politics.Unfortunately, many...

Lessons from a failed advertiser

Lessons from a failed advertiser By John Foust, Advertising Trainer I remember talking to Clark about his early days in advertising. When he started his then-small marketing business, one of his first clients was a fast-food establishment that needed help with an introductory campaign. Although the store manager knew almost...