Join us for the 125th Anniversary Reception, 5 -7 pm Thurs., Sept. 27

Gilbert Cellars n 5 N. FroNt st., suite 100 n Yakima, Wa n 98901

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SepTembeR 27 - 29, 2012

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7:30 - 8:30 a.m. Breakfast, WNPA Membership Meeting • • • • • • •

8:30 - 10 a.m. Keynote: Customer Relationships • • • • • • •

10 - 10:15 a.m. Break

10:15 - 11:45 a.m. Building Online Community • • • • • • •11:45 - Noon Break

Noon - 1:45 p.m. Awards Luncheon & Officer Installation

1:45 - 2 p.m. Break

2 - 3:30 p.m. Breaking News: Postal Issues •Selling has Nothing to do with Selling •Selling High-Value Advertising on the Web • •Making Public Records Requests • •

3:30 - 3:45 p.m. Break

3:45 - 5 p.m. Hiring and Managing a Multigenerational Staff • • •

How to Generate New Business •Page Design: Inside/Outside • • • •

5 - 5:30 p.m. Break

5:30 - 6:30 p.m. Reception, Anniversary Photo Op

6:30 - 9:30 p.m. Better Newspaper Contest Awards Dinner

10 - 11:30 p.m. Awards Reception

7:30 - 8:30 a.m Breakfast

8:30 - 10 a.m HR Minefield: Traps and Tips for the Unwary • • •Practice New Concepts in Role Play! •Practical Reporting • •

10 - 10:15 a.m. Break

10:15 - Noon Publishers Round Table • •Tool Up to Boost Sales Success Ratios •Hot Topics: Cyber Liability and More •

10:15 - Noon Think Like a Photographer • • •Noon Adjourn

Major sponsor:

presenting sponsors:

FRID

AYSA

TUR

DAY

This year’s convenTion promoTional maTerials and program design by nicole KiourKas, nisqually valley news.

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This thought-provoking, highly interactive presentation is designed to challenge traditional ideas about engaging with customers and others in your community. You’ll come to understand a new point of view about what customers want from you and why, and how to best serve their needs and the needs of your newspaper. Farrell will offer a refreshing change to how best to support your customer relationships in the long term.

Richard P. Farrell is president of Tangent Knowledge Systems. Having

been responsible for sales and business development for nearly 25 years, he brings a tremendous depth of experience and results to his audiences. Farrell’s passionate, provocative and interactive style encourages audience participation, learning, and improvement while providing practical, time-tested information. He has presented for Inland Press and other associations

as well as Fortune 500 companies and start-ups, helping them optimize their performance by assessing their sales people, sales processes, management structure and strategies. In addition to an upcoming book, “Selling has Nothing to do with Selling,” Farrell has written dozens of articles on sales topics for magazines and newspapers.

Keynote: Customer Relationships

Building Online Community

Max Heath, postal expert extraordinaire, will share the latest issues, such as the rules change allowing electronic subscriptions to be counted on postal circulation statement, Intelligent Mail barcode requirements, what to do about post office and plant closings to protect service, the rules change allowing simplified address mail on city routes, possible end of 6-day delivery, mandatory address loca-tions, FSS, SOX, DUOs and PBV (attend to understand these strange acronyms and how

they may affect you). Handouts provided for reference.

Max Heath is a semi-retired postal

consultant for Publish-ing Group of America and Landmark Com-munity Newspapers, Inc., Shelbyville, KY. For 21 years he was executive editor and for 23 years corporate circulation director as well. Now in his 29th year as chair of the

Postal Committee of the National Newspaper Association, Heath writes a monthly Postal Tips column for Publisher’s Auxiliary. He was named to the Postal Service Mailer’s Techni-cal Advisory Committee (MTAC) represent-ing NNA in 1989, and is also on the national Periodical Operations Advisory Committee and the rule-making Periodicals Advisory Group. He has received five career awards from NNA, and the Postal Service presented him a Special Achievement Award in 1998. He conducts seminars as part of NNA’s outreach to the industry.

Breaking News: Postal Issues

Our panel of experienced editors will discuss and answer audience questions

about a range of topics: How to prepare questions for and conduct a tough interview, how to work your sources, strategies for dealing with fallout after a story runs —like how to respond when you run into someone who says your story misquoted them. Bring questions about stories you’re working on or about past situations you’d like to have handled differently. Be prepared to see the discussion travel into areas of audience interest.

Patrick J. Sullivan, moderator, has

been an editor at the Port Townsend & Jefferson County Leader since 1989. Patrick’s first job in the community newspaper business was printer’s

devil, an era when his recent job title of new media director would have been pure imagination. A University of Montana graduate, Patrick chairs the WNPA Better Newspaper Contest Committee.

Keven Graves is editor and publisher

of the Nisqually Valley News in Yelm. He joined the newspaper in 1999 and was promoted to publisher in 2006. Previously he had worked at newspapers the Whidbey-News Times and Coupeville Examiner. He earned his journalism degree in 1987. A WNPA trustee for five years, Graves joined the executive committee last year as Second Vice President. He also has been active on the WNPA Foundation board.

Josh Johnson has been editor

and publisher of the Liberty Lake Splash, his hometown newspaper, since 2004. Johnson relinquished his role

as Splash editor this past spring, a few months after he launched the Current, a monthly publication for the greater Spokane Valley. Prior to purchasing the Splash he served as opinion page editor of the Benton County (Ark.) Daily Record. Johnson holds a journalism degree from John Brown University in Arkansas.

Kasia Pierzga, editor and publisher

of the Whidbey Examiner in Coupeville, has worked as a writer her entire career. Her background includes serving as assistant editor of the Port Townsend Leader and as a reporter at the Skagit Valley Herald in Mount Vernon and the Whidbey-News Times in Oak Harbor. She purchased the Examiner from its five founding partners in 2006.

Saturday 8:30 - 10am * EditorS, rEportErS

Practical Reporting

Reporters, are you confident behind the keyboard but less so behind a camera? In this session, you’ll learn how to set up a dynamic shot – how to direct people and get a good expression, where you should stand, and, once you’re back in the office, how to select and crop to get the best images for your story. Our presenter has won plenty of BNC awards, and he knows your job. Expect an email from him soon after registration is due.

David Dick has been a professional photographer for over a decade

in the beautiful Kittitas Valley. His experience ranges from capturing photojournalistic images for the Daily Record in Ellensburg to his current assignments shooting landscapes, portraits, weddings and just about anything with David Dick Photography. He trained as both a fine arts photographer and a

journalist at Central Washington University. He conveys his expertise in these fields with a well-rounded portfolio and many photography awards.

Think Like a Photographer

Saturday 10:15am - NooN * rEportErS, photographErS, dESigNErS

Friday 10:15 - 10:45am * EvEryoNE

Learn how to use Facebook, Pinterest and Twitter to boost traffic to your newspaper and website. “It’s all about making the product stronger, because we still believe print is our bread and butter,” said Whitworth. Dutton will share her experience at creating opportunities for hyperlocal engagement for reporters at Sound Publishing’s Washington newspapers, applying expertise gained while developing customer-contact strategies in other industries.

Tyler Whitworth As an advertising

consultant and website administrator for the Nisqually Valley News, Tyler Whitworth has developed an interactive and growing online community since 2008.

Tyler believes that print is still the star of the show and will remain that way, but recognizes that social media plays an important supporting role. He will talk about how the Internet and social media can be transformed into powerful tools that allow the newspaper to further connect and interact with its readers. He served as a panelist for the 2011 convention.

Elizabeth Dutton joined Black Press

as Vice President of Digital Operations in early 2011.  Responsible for online aspects of the company’s 75+ newspapers, she ensures that, at a local level, reporters are able to post quality content quickly and engage with readers online.  She also manages the online classified business, which follows the hyper-local model.  Most recently Dutton worked at Amazon.com in their books business. Previously she spent eight years focusing on customer contact as a strategy and implementation consultant in Canada and the United Kingdom. 

6 3

Get answers to your HR questions here, including handling exempt vs. salaried employees, independent contractor relationships, unpaid volunteers and interns, and a review of the appropriate processes for terminations and lay offs. Other topics may include social media policies, calculating

leave under state and federal laws, and for those with employees who work or make deliveries in the City of Seattle, how to meet requirements of Seattle’s new paid sick-leave act. Come with your questions.

Boris Gaviria is a labor and employment attorney with an emphasis

on litigation, at Davis Wright Tremaine, Bellevue. He regularly defends employers

against claims of race, gender, and other forms of discrimination, including sexual harassment, and litigates wrongful discharge and class action cases as well as general commercial litigation. Gaviria is fluent in Spanish and active in civic organizations.

HR Minefield: Traps and Tricks for the Unwary

Saturday 8:30 - 10am * PubliSherS, ad managerS, editorS

In this annual opportunity for give-and-take discussion with fellow publishers, Imbert Matthee will lead with bottom-line topics — ideas for improved revenue, cost-cutting, personnel management, anything that has bolstered revenue in your market. Each person who registers is invited to bring one or more ideas — success stories, ideas you would like input about, as well as suggestions

that would help WNPA better meet the needs of your newspaper. By Sept. 14, please send an email to Matthee at publisher@waitsburgtimes.com with your thoughts. The discussion will follow the topics that have the most traction with people in the room.

Imbert Matthee and his wife, Karen, purchased the Waitsburg Times in

late 2009. Prior to buying the newspaper, Imbert had worked for the Seattle Post-Intelligencer as a business writer, Pacific

Rim correspondent and columnist until 1998, when he joined Clear Path International, a nonprofit cause assisting survivors of land mine accidents in Asia. Imbert joined the WNPA board in 2010. Karen worked at the Herald in Everett and the Dallas Times-Herald in Texas, and has founded or served as editor of several magazines.

The Bottom Line: Publishers Round Table

Saturday 10:15am - noon * PubliSherS, ad managerS

Whether in the field or with a team in an office setting, many of today’s workers are side-by-side with mem-bers of four

generations — soon to be five. Each genera-tion has preferred forms of communication, motivators, and recognition. Understanding and appreciating the factors that shape each generation can assist with everything from getting the story to recruitment, retention, and building strong teams and leaders. In this inter-active workshop, you will see demonstrations of viewpoints from each generation.  Through discussion and role-play about the generations,

you will gain insight into what influenced them and understand strategies you can apply im-mediately to create successful interactions and stronger teams. You will laugh, learn, and test new strategies that will “click” and make your life easier.  

Karen McNamara and Robert McNamara in their

multi-generational business, Click Consultants, convey specialized knowledge while engaging their passion for speaking and generating an audience connection. Karen served 25 years as a Navy Nurse Corps officer, and holds a bachelor’s of science in nursing and a master’s in education. For the past 17 years she has focused on education, curriculum and leadership development, working with individuals and

executives to develop teams and reach desired outcomes.

Robert McNamara has been a technical designer for fire stations and training

towers at Rice Fergus Miller Architecture and Planning for the past three years. He holds a bachelor’s of science in architecture and a master’s in business administration. He has several years’ management experience in recreation and safety.

Hiring & Managing a Multigenerational Staff

Friday 3:45 - 5Pm * PubliSherS, ad managerS, editorS

Learn about the latest developments and tips on making public records requests that get results. Earl-Hubbard has illuminating records stories and the answers your questions about how to make a public records request. She represents WNPA members and other newspapers across the state.

Michele Earl-Hubbard, a renowned media law and open government

law attorney, is President of Allied Law Group. She has been named to Best Lawyers in America for First Amendment and Media Law every year since 2006 and also for First Amendment and Media Law Litigation in 2012.  Her law firm, Allied Law Group (“ALG”), which she co-founded in 2007, was named to the list of “Best Law Firms” by U.S. News and World Reports

every year since the rankings began (2010) in the area of Media Law.  Earl-Hubbard has been the main hotline attorney for WNPA newspapers for many years. Prior to starting ALG, for 11 years she was with Davis Wright Tremaine’s Seattle office, first as associate and then as partner.

Making Public Records Requests

Visual communication isn’t limited to your cover pages. The same tools that enhance the design of Page One or section fronts can strengthen your publication’s inside pages — even if they’re stacked with ads. Working with tab and broadsheet examples, Pattison will provide ideas about how to improve design throughout your newspaper. He’ll include an overview of useful

tools, and offer insights about employing headlines and photos as design elements, using color effectively. and making the kinds of decisions that lead to dramatic pages. 

Neal Pattison is executive editor of the Daily Herald in Everett and

its website, HeraldNet. A founding member of the Society for News Design, he has had a long involvement with SND, including a term as president in 1997. He

has taught journalism at American University in Washington, D.C. He encourages all journalists in his newsroom—writers, editors, artists and photographers—to value page design as a form of visual editing. Pattison has been a senior editor at newspapers in Spokane, Seattle and Albuquerque. 

Page Design: Inside/Outside

Friday 3:45 - 5Pm * editorS, rePorterS, deSignerS, PhotograPherS

The growth of the Internet has made reporting and connecting with readers

easier than ever before. But with the Internet comes new questions. When can you use a photo found on the web? How should you monitor online

comments?  What should you know about social networking? What is a website terms of use? You’ll get answers to these and other questions about Internet and other hot legal issues.

Sarah Duran is a media and intellectual

property lawyer with Davis Wright Tremaine, Seattle. Her involvement in media legal matters includes

assisting with access disputes, opposing subpoenas issued to journalists, and defending First Amendment rights and defamation claims. Her intellectual property work includes trademark and copyright prosecution, counseling and enforcement. She also handles litigation for commercial clients.

Hot Topics: Cyber Liability and More

Saturday 10:15am - noon * editorS

4 5

In his real-world presentation, Farrell will focus on problems and solutions. Come with an open mind. He designed this session as a wake-up call on how to sell, strategize and position your newspaper and your approach to meet the harsh realities of the information economy and the challenging economic climate of today’s

market place.• Learn why most sales

organizations are very good at a game no longer being played.

• Learn why selling by its very nature produces the exact opposite effect that is intended.

• Learn why your value proposition is valueless.

• Learn why you are paid and rewarded for your questions and not your answers and solutions.

• Learn how to get your customers to sell you on whether they have a compelling reason to

change.• If you are going to lose, learn how to lose

quickly, effortlessly and with a minimum expenditure of time.

Rick Farrell, presenter and keynote speaker.

Please refer to Page 2 for full bio.

Selling has Nothing to do with Selling

Friday 3:45 - 5pm * ad SaleS repreSentativeS

Farrell stresses a non-selling posture that allows the sales person to play the role of a “change agent” rather than a product-centric transactional sales person. In this session, you will:

• Learn how to qualify new opportunities• Learn how to have a compelling value statement• Learn how to handle stalls and objections• Learn how to find and qualify problems• Learn how to sound different to gain attention

How to Generate New Business: Have a Systematic Sales Strategy

Ad reps and ad managers will see and participate in role-plays based on Farrell’s previous sessions, “Selling has Nothing to

do with Selling” and “How to Generate New Business.” In these fast-paced, entertaining practice interactions you’ll learn about how to best interact with customers when qualifying new opportunities, handling objections, articulating a compelling value statement,

and asking productive questions. With these practical experiences, attendees will be prepared to succeed in the existing markets in their communities.

Rick Farrell, presenter.

Practice New Concepts in Role Play!

Saturday 8:30 - 10am * ad SaleS repreSentativeS

Donna Etchey’s session at last year’s convention drew top comments and requests for more on her sales tools. She’s chosen to focus on the pre-call planner, a tool her sales reps use to avoid time-wasting cold calls. You’ll understand the value and the steps of a needs analysis — how to interview a client to learn about their business, and make it clear you are listening and want to help. With the information gained, you can develop ad

ideas tailored to the client’s needs. “The objectives are to create interest, solve problems, and close the sale. If you focus on helping, not selling, you’ll improve your success ratios,” said Etchey.

Donna Etchey started with Sound Publishing 16 years ago, as office

manager of Poulsbo’s North Kitsap Herald, her hometown newspaper. She transitioned into a marketing rep position, learning from colleagues and experience, and was named publisher seven years ago. In 2012 she was

entrusted with the same role at the Bainbridge Island Review. Etchey served two years as a trustee on the WNPA board.

Tool Up to Boost Sales

Saturday 10:15am - noon * ad SaleS repreSentativeS

Entry form provided in convention packets at registration.Drawing will be held during Saturday morning’s breakfast.

Rick Farrell, presenter.

Are you looking for an effective approach to increasing local advertising on your newspaper’s website? And how to educate your advertisers about why that is a good idea? Look no further! In this team presentation, Sara Radka, marketing director of the Port Townsend Leader, will focus on the design and execution of a successful online advertising campaign. Marketing consultant Danielle Lothrop will share her process on the sales side, outlining how she integrates online advertising with a print campaign for comprehensive marketing packages for local Jefferson County businesses.

Sara Radka is marketing director

for the Port Townsend & Jefferson County Leader. Since she joined the staff in October 2006, she has worked closely with the marketing team, while assisting in the development and maintenance of the Leader’s digital products.

Danielle Lothrop is a marketing

consultant for the Port Townsend & Jefferson County Leader. She joined the staff in May 2010, bringing digital and social

media marketing savvy to the table. She has quickly and effectively integrated that expertise into the Leader’s menu of marketing services.

Selling High-Value Advertising on the Web

Friday 2 - 3:30pm * ad SaleS repreSentativeS

Must be present to win.

4 5

In his real-world presentation, Farrell will focus on problems and solutions. Come with an open mind. He designed this session as a wake-up call on how to sell, strategize and position your newspaper and your approach to meet the harsh realities of the information economy and the challenging economic climate of today’s

market place.• Learn why most sales

organizations are very good at a game no longer being played.

• Learn why selling by its very nature produces the exact opposite effect that is intended.

• Learn why your value proposition is valueless.

• Learn why you are paid and rewarded for your questions and not your answers and solutions.

• Learn how to get your customers to sell you on whether they have a compelling reason to

change.• If you are going to lose, learn how to lose

quickly, effortlessly and with a minimum expenditure of time.

Rick Farrell, presenter and keynote speaker.

Please refer to Page 2 for full bio.

Selling has Nothing to do with Selling

Friday 3:45 - 5pm * ad SaleS repreSentativeS

Farrell stresses a non-selling posture that allows the sales person to play the role of a “change agent” rather than a product-centric transactional sales person. In this session, you will:

• Learn how to qualify new opportunities• Learn how to have a compelling value statement• Learn how to handle stalls and objections• Learn how to find and qualify problems• Learn how to sound different to gain attention

How to Generate New Business: Have a Systematic Sales Strategy

Ad reps and ad managers will see and participate in role-plays based on Farrell’s previous sessions, “Selling has Nothing to

do with Selling” and “How to Generate New Business.” In these fast-paced, entertaining practice interactions you’ll learn about how to best interact with customers when qualifying new opportunities, handling objections, articulating a compelling value statement,

and asking productive questions. With these practical experiences, attendees will be prepared to succeed in the existing markets in their communities.

Rick Farrell, presenter.

Practice New Concepts in Role Play!

Saturday 8:30 - 10am * ad SaleS repreSentativeS

Donna Etchey’s session at last year’s convention drew top comments and requests for more on her sales tools. She’s chosen to focus on the pre-call planner,

a tool her sales reps use to avoid time-wasting cold calls. You’ll understand the value and the steps of a needs analysis — how to interview a client to learn about their business, and make it clear you are listening and want to help. With the information gained, you can develop ad ideas tailored to the client’s needs. “The objectives are to create interest, solve problems, and close the sale. If you focus on helping, not selling, you’ll improve your success ratios,” said Etchey.

Donna Etchey started with Sound

Publishing 16 years ago, as office manager of Poulsbo’s North Kitsap Herald, her hometown newspaper. She transitioned into a marketing rep position, learning from colleagues and experience, and was named publisher seven years ago. In 2012 she was entrusted with the same role at the Bainbridge Island Review. Etchey served two years as a trustee on the WNPA board.

Tool Up to Boost Sales

Saturday 10:15am - noon * ad SaleS repreSentativeS

Entry form provided in convention packets at registration.Drawing will be held during Saturday morning’s breakfast.

Rick Farrell, presenter.

Are you looking for an effective approach to increasing local advertising on your newspaper’s website? And how to educate your advertisers about why that is a good idea? Look no further! In this team presentation, Sara Radka, marketing director of the Port Townsend Leader, will focus on the design and execution of a successful online advertising campaign. Marketing consultant Danielle Lothrop will share her process on the sales side, outlining how she integrates online advertising with a print campaign for comprehensive marketing packages for local Jefferson County businesses.

Sara Radka is marketing director

for the Port Townsend & Jefferson County Leader. Since she joined the staff in October 2006, she has worked closely with the marketing team, while assisting in the development and maintenance of the Leader’s digital products.

Danielle Lothrop is a marketing

consultant for the Port Townsend & Jefferson County Leader. She joined the staff in May 2010, bringing digital and social

media marketing savvy to the table. She has quickly and effectively integrated that expertise into the Leader’s menu of marketing services.

Selling High-Value Advertising on the Web

Friday 2 - 3:30pm * ad SaleS repreSentativeS

Must be present to win.

6 3

Get answers to your HR questions here, including handling exempt vs. salaried employees, independent contractor relationships, unpaid volunteers and interns, and a review of the appropriate processes for terminations and lay offs. Other topics may include social media policies, calculating

leave under state and federal laws, and for those with employees who work or make deliveries in the City of Seattle, how to meet requirements of Seattle’s new paid sick-leave act. Come with your questions.

Boris Gaviria is a labor and employment attorney with an emphasis

on litigation, at Davis Wright Tremaine, Bellevue. He regularly defends employers

against claims of race, gender, and other forms of discrimination, including sexual harassment, and litigates wrongful discharge and class action cases as well as general commercial litigation. Gaviria is fluent in Spanish and active in civic organizations.

HR Minefield: Traps and Tricks for the Unwary

Saturday 8:30 - 10am * PubliSherS, ad managerS, editorS

In this annual opportunity for give-and-take discussion with fellow publishers, Imbert Matthee will lead with bottom-line topics — ideas for improved revenue, cost-cutting, personnel management, anything that has bolstered revenue in your market. Each person who registers is invited to bring one or more ideas — success stories, ideas you would like input about, as well as suggestions

that would help WNPA better meet the needs of your newspaper. By Sept. 14, please send an email to Matthee at publisher@waitsburgtimes.com with your thoughts. The discussion will follow the topics that have the most traction with people in the room.

Imbert Matthee and his wife, Karen, purchased the Waitsburg Times in

late 2009. Prior to buying the newspaper, Imbert had worked for the Seattle Post-Intelligencer as a business writer, Pacific

Rim correspondent and columnist until 1998, when he joined Clear Path International, a nonprofit cause assisting survivors of land mine accidents in Asia. Imbert joined the WNPA board in 2010. Karen worked at the Herald in Everett and the Dallas Times-Herald in Texas, and has founded or served as editor of several magazines.

The Bottom Line: Publishers Round Table

Saturday 10:15am - noon * PubliSherS, ad managerS

Whether in the field or with a team in an office setting, many of today’s workers are side-by-side with mem-bers of four

generations — soon to be five. Each genera-tion has preferred forms of communication, motivators, and recognition. Understanding and appreciating the factors that shape each generation can assist with everything from getting the story to recruitment, retention, and building strong teams and leaders. In this inter-active workshop, you will see demonstrations of viewpoints from each generation.  Through discussion and role-play about the generations,

you will gain insight into what influenced them and understand strategies you can apply im-mediately to create successful interactions and stronger teams. You will laugh, learn, and test new strategies that will “click” and make your life easier.  

Karen McNamara and Robert McNamara in their

multi-generational business, Click Consultants, convey specialized knowledge while engaging their passion for speaking and generating an audience connection. Karen served 25 years as a Navy Nurse Corps officer, and holds a bachelor’s of science in nursing and a master’s in education. For the past 17 years she has focused on education, curriculum and leadership development, working with individuals and

executives to develop teams and reach desired outcomes.

Robert McNamara has been a technical designer for fire stations and training

towers at Rice Fergus Miller Architecture and Planning for the past three years. He holds a bachelor’s of science in architecture and a master’s in business administration. He has several years’ management experience in recreation and safety.

Hiring & Managing a Multigenerational Staff

Friday 3:45 - 5Pm * PubliSherS, ad managerS, editorS

Learn about the latest developments and tips on making public records requests that get results. Earl-Hubbard has illuminating records stories and the answers your questions about how to make a public records request. She represents WNPA members and other newspapers across the state.

Michele Earl-Hubbard, a renowned media law and open government

law attorney, is President of Allied Law Group. She has been named to Best Lawyers in America for First Amendment and Media Law every year since 2006 and also for First Amendment and Media Law Litigation in 2012.  Her law firm, Allied Law Group (“ALG”), which she co-founded in 2007, was named to the list of “Best Law Firms” by U.S. News and World Reports

every year since the rankings began (2010) in the area of Media Law.  Earl-Hubbard has been the main hotline attorney for WNPA newspapers for many years. Prior to starting ALG, for 11 years she was with Davis Wright Tremaine’s Seattle office, first as associate and then as partner.

Making Public Records Requests

Visual communication isn’t limited to your cover pages. The same tools that enhance the design of Page One or section fronts can strengthen your publication’s inside pages — even if they’re stacked with ads. Working with tab and broadsheet examples, Pattison will provide ideas about how to improve design throughout your newspaper. He’ll include an overview of useful

tools, and offer insights about employing headlines and photos as design elements, using color effectively. and making the kinds of decisions that lead to dramatic pages. 

Neal Pattison is executive editor of the Daily Herald in Everett and

its website, HeraldNet. A founding member of the Society for News Design, he has had a long involvement with SND, including a term as president in 1997. He

has taught journalism at American University in Washington, D.C. He encourages all journalists in his newsroom—writers, editors, artists and photographers—to value page design as a form of visual editing. Pattison has been a senior editor at newspapers in Spokane, Seattle and Albuquerque. 

Page Design: Inside/Outside

Friday 3:45 - 5Pm * editorS, rePorterS, deSignerS, PhotograPherS

The growth of the Internet has made reporting and connecting with readers

easier than ever before. But with the Internet comes new questions. When can you use a photo found on the web? How should you monitor online

comments?  What should you know about social networking? What is a website terms of use? You’ll get answers to these and other questions about Internet and other hot legal issues.

Sarah Duran is a media and intellectual

property lawyer with Davis Wright Tremaine, Seattle. Her involvement in media legal matters includes

assisting with access disputes, opposing subpoenas issued to journalists, and defending First Amendment rights and defamation claims. Her intellectual property work includes trademark and copyright prosecution, counseling and enforcement. She also handles litigation for commercial clients.

Hot Topics: Cyber Liability and More

Saturday 10:15am - noon * editorS

2 7

This thought-provoking, highly interactive presentation is designed to challenge traditional ideas about engaging with customers and others in your community. You’ll come to understand a new point of view about what customers want from you and why, and how to best serve their needs and the needs of your newspaper. Farrell will offer a refreshing change to how best to support your customer relationships in the long term.

Richard P. Farrell is president of Tangent Knowledge Systems. Having

been responsible for sales and business development for nearly 25 years, he brings a tremendous depth of experience and results to his audiences. Farrell’s passionate, provocative and interactive style encourages audience participation, learning, and improvement while providing practical, time-tested information. He has presented for Inland Press and other associations

as well as Fortune 500 companies and start-ups, helping them optimize their performance by assessing their sales people, sales processes, management structure and strategies. In addition to an upcoming book, “Selling has Nothing to do with Selling,” Farrell has written dozens of articles on sales topics for magazines and newspapers.

Keynote: Customer Relationships

Building Online Community

Max Heath, postal expert extraordinaire, will share the latest issues, such as the rules change allowing electronic subscriptions to be counted on postal circulation statement, Intelligent Mail barcode requirements, what to do about post office and plant closings to protect service, the rules change allowing simplified address mail on city routes, possible end of 6-day delivery, mandatory address loca-tions, FSS, SOX, DUOs and PBV (attend to understand these strange acronyms and how

they may affect you). Handouts provided for reference.

Max Heath is a semi-retired postal

consultant for Publish-ing Group of America and Landmark Com-munity Newspapers, Inc., Shelbyville, KY. For 21 years he was executive editor and for 23 years corporate circulation director as well. Now in his 29th year as chair of the

Postal Committee of the National Newspaper Association, Heath writes a monthly Postal Tips column for Publisher’s Auxiliary. He was named to the Postal Service Mailer’s Techni-cal Advisory Committee (MTAC) represent-ing NNA in 1989, and is also on the national Periodical Operations Advisory Committee and the rule-making Periodicals Advisory Group. He has received five career awards from NNA, and the Postal Service presented him a Special Achievement Award in 1998. He conducts seminars as part of NNA’s outreach to the industry.

Breaking News: Postal Issues

Our panel of experienced editors will discuss and answer audience questions

about a range of topics: How to prepare questions for and conduct a tough interview, how to work your sources, strategies for dealing with fallout after a story runs —like how to respond when you run into someone who says your story misquoted them. Bring questions about stories you’re working on or about past situations you’d like to have handled differently. Be prepared to see the discussion travel into areas of audience interest.

Patrick J. Sullivan, moderator, has

been an editor at the Port Townsend & Jefferson County Leader since 1989. Patrick’s first job in the community newspaper business was printer’s

devil, an era when his recent job title of new media director would have been pure imagination. A University of Montana graduate, Patrick chairs the WNPA Better Newspaper Contest Committee.

Keven Graves is editor and publisher

of the Nisqually Valley News in Yelm. He joined the newspaper in 1999 and was promoted to publisher in 2006. Previously he had worked at newspapers the Whidbey-News Times and Coupeville Examiner. He earned his journalism degree in 1987. A WNPA trustee for five years, Graves joined the executive committee last year as Second Vice President. He also has been active on the WNPA Foundation board.

Josh Johnson has been editor

and publisher of the Liberty Lake Splash, his hometown newspaper, since 2004. Johnson relinquished his role

as Splash editor this past spring, a few months after he launched the Current, a monthly publication for the greater Spokane Valley. Prior to purchasing the Splash he served as opinion page editor of the Benton County (Ark.) Daily Record. Johnson holds a journalism degree from John Brown University in Arkansas.

Kasia Pierzga, editor and publisher

of the Whidbey Examiner in Coupeville, has worked as a writer her entire career. Her background includes serving as assistant editor of the Port Townsend Leader and as a reporter at the Skagit Valley Herald in Mount Vernon and the Whidbey-News Times in Oak Harbor. She purchased the Examiner from its five founding partners in 2006.

Saturday 8:30 - 10am * EditorS, rEportErS

Practical Reporting

Reporters, are you confident behind the keyboard but less so behind a camera? In this session, you’ll learn how to set up a dynamic shot – how to direct people and get a good expression, where you should stand, and, once you’re back in the office, how to select and crop to get the best images for your story. Our presenter has won plenty of BNC awards, and he knows your job. Expect an email from him soon after registration is due.

David Dick has been a professional photographer for over a decade

in the beautiful Kittitas Valley. His experience ranges from capturing photojournalistic images for the Daily Record in Ellensburg to his current assignments shooting landscapes, portraits, weddings and just about anything with David Dick Photography. He trained as both a fine arts photographer and a

journalist at Central Washington University. He conveys his expertise in these fields with a well-rounded portfolio and many photography awards.

Think Like a Photographer

Saturday 10:15am - NooN * rEportErS, photographErS, dESigNErS

Friday 10:15 - 10:45am * EvEryoNE

Learn how to use Facebook, Pinterest and Twitter to boost traffic to your newspaper and website. “It’s all about making the product stronger, because we still believe print is our bread and butter,” said Whitworth. Dutton will share her experience at creating opportunities for hyperlocal engagement for reporters at Sound Publishing’s Washington newspapers, applying expertise gained while developing customer-contact strategies in other industries.

Tyler Whitworth As an advertising

consultant and website administrator for the Nisqually Valley News, Tyler Whitworth has developed an interactive and growing online community since 2008.

Tyler believes that print is still the star of the show and will remain that way, but recognizes that social media plays an important supporting role. He will talk about how the Internet and social media can be transformed into powerful tools that allow the newspaper to further connect and interact with its readers. He served as a panelist for the 2011 convention.

Elizabeth Dutton joined Black Press

as Vice President of Digital Operations in early 2011.  Responsible for online aspects of the company’s 75+ newspapers, she ensures that, at a local level, reporters are able to post quality content quickly and engage with readers online.  She also manages the online classified business, which follows the hyper-local model.  Most recently Dutton worked at Amazon.com in their books business. Previously she spent eight years focusing on customer contact as a strategy and implementation consultant in Canada and the United Kingdom. 

Join us for the 125th Anniversary Reception, 5 -7 pm Thurs., Sept. 27

Gilbert Cellars n 5 N. FroNt st., suite 100 n Yakima, Wa n 98901

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2011 WnpA Convention

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7:30 - 8:30 a.m. Breakfast, WNPA Membership Meeting • • • • • • •

8:30 - 10 a.m. Keynote: Customer Relationships • • • • • • •

10 - 10:15 a.m. Break

10:15 - 11:45 a.m. Building Online Community • • • • • • •11:45 - Noon Break

Noon - 1:45 p.m. Awards Luncheon & Officer Installation

1:45 - 2 p.m. Break

2 - 3:30 p.m. Breaking News: Postal Issues •Selling has Nothing to do with Selling •Selling High-Value Advertising on the Web • •Making Public Records Requests • •

3:30 - 3:45 p.m. Break

3:45 - 5 p.m. Hiring and Managing a Multigenerational Staff • • •

How to Generate New Business •Page Design: Inside/Outside • • • •

5 - 5:30 p.m. Break

5:30 - 6:30 p.m. Reception, Anniversary Photo Op

6:30 - 9:30 p.m. Better Newspaper Contest Awards Dinner

10 - 11:30 p.m. Awards Reception

7:30 - 8:30 a.m Breakfast

8:30 - 10 a.m HR Minefield: Traps and Tips for the Unwary • • •Practice New Concepts in Role Play! •Practical Reporting • •

10 - 10:15 a.m. Break

10:15 - Noon Publishers Round Table • •Tool Up to Boost Sales Success Ratios •Hot Topics: Cyber Liability and More •

10:15 - Noon Think Like a Photographer • • •Noon Adjourn

Major sponsor:

presenting sponsors:

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DAY

This year’s convenTion promoTional maTerials and program design by nicole KiourKas, nisqually valley news.

Newspaper or Company Name City

Email Address of One Attendee Phone

FULL REGISTRATION

NAMES as you want

them to appear on badges

*Full RegistrationEarly Bird til Sept. 6

*Full RegistrationSept. 13

Please circle your menu selection and/or the days you will have breakfast.Lunch: Asian Chicken Salad • Pork Loin with Bing Cherry Glaze

Vegetarian Caesar Salad. Dinner: Seared Salmon with Peach Beurre Blanc, Jicama Cantaloupe Relish and Shitake Mushroom Risotto • Prime Rib with Creamed Horseradish, Au Jus, Yukon Gold Mashed Potatoes • Vegetarian Medley of Roasted Vegetables in Pastry with Charred Tomato and

Pepper Sauce, topped with Feta Cheese.First

attendee

Otherattendee

from samenewspaper

Firstattendee

Otherattendee

from samenewspaper

Thursday Reception

FridayLunch

FridayDinner

Breakfast Total Per Person

$255 $220 $290 $265 $30 Chi / Pork / Veg Sal / Prime / Veg FRI / SAT

$255 $210 $290 $265 $30 Chi / Pork / Veg Sal / Prime / Veg FRI / SAT

$255 $210 $290 $265 $30 Chi / Pork / Veg Sal / Prime / Veg FRI / SAT

$255 $210 $290 $265 $30 Chi / Pork / Veg Sal / Prime / Veg FRI / SAT

Spouse/Educator$165 $30 Chi / Pork / Veg Sal / Prime / Veg FRI / SAT

Life Member$132 $30 Chi / Pork / Veg Sal / Prime / Veg FRI / SAT

*Includes meals, breaks and attendance at BNC awards and all sessions. Thursday reception ($30) not included in price.

A’LA CARTE REGISTRATION

NAMES as you want them to appear on badges OR Newspaper Name for

Table Reservation

Thursday Recep-

tion

Friday Only

(Sessions, Lunch & Dinner)

Saturday Work-shops

ALL Work-shops

For Friday Only or A’La Carte Meals, Circle Selections Below

Breakfast$18 each day

Table Reservation

BNC Dinner

$50

Total per

personFridayLunch $35

FridayDinner $60

$30 $195 $50 $200 Chi / Pork / Veg Sal / Prime / Veg FRI / SAT $50

$30 $195 $50 $200 Chi / Pork / Veg Sal / Prime / Veg FRI / SAT $50

$30 $195 $50 $200 Chi / Pork / Veg Sal / Prime / Veg FRI / SAT $50

$30 $195 $50 $200 Chi / Pork / Veg Sal / Prime / Veg FRI / SAT $50

If you require a special menu or are a person with a disability and need accommodation for attendance, please contact the WNPA office, (206) 634-3838, ext. 2 ormwaldron@wnpa.com Grand ToTaL

Please Complete and Return this Form with Check to WNPA, or Register and Pay by Visa/MC at www.wnpa.com/events12345 Lake City Way NE #106, Seattle WA 98125 I p: 206.634.3838 I f: 888.673.6209

We understand that schedules change, but please help us with chair counts by entering the number of your people who expect to attend these events. Thank you.

____ FRI n Building Online Community

____ FRI n Public Records Requests

____ SAT n HR Tips for the Unwary

___ SAT n Tool Up to Boost Sales

____ FRI n Postal News

____ FRI n Multigen. Staff

____ SAT n Role Play

____ SAT n Hot Legal Topics

____ FRI n Membership Breakfast

____ FRI n Selling Has Nothing...

____ FRI n Generate New Business

____ SAT n Practical Reporting

____ SAT n Photography

____ FRI n Keynote Presentation

____ FRI n Selling High-Value Wed Ads

____ FRI n Design: Inside/Outside

____ SAT n Publishers Round Tablethis year’s convention Promotional materials and Program designed by nicole kiourkas, nisqually valley news.