Newsletter
Summer 1997 Issue
New mission statement points to ambitious goals
By John Etheredge
NINA President
This spring marks the beginning of a new era for the Northern Illinois
Newspaper Association.
The NINA Board of Directors has embarked on an ambitious effort aimed at
improving services to our members and advancing the cause of journalism
education for both working professionals and students.
During its May meeting, the board voted to approve a new mission statement
for the association and agreed upon a list of goals to accomplish that mission.
The mission statement reads:
"NINA is an organization of newspaper professionals dedicated to advancing
print journalism and print journalism education and training in northern
Illinois."
To achieve our mission, the board agreed NINA will work towards several
goals, most importantly:
* To continue its education programs for working journalists;
* To provide our members with research data on newspaper readers and their
needs; and
* To serve as a resource base for all member newspapers.
The board also indicated its willingness to work toward several other goals,
including the possible establishment of a structured internship program,
expansion of our scholarship programs and contests to promote journalistic
excellence, and to offer advice on curriculum to journalism educators at
both the college and high school levels.
To accomplish these goals, the board has assigned specific tasks and projects
to four newly appointed committees: programs, education, membership and
resource.
Heading the programs committee is Cheryl Wormley of the Woodstock Independent
and the association's first vice president. Rick Nagel of Press Publications
of Elmhurst and the association's second vice president is chairman of the
education committee. Association treasurer Jim Slonoff of The Doings Newspapers
of Hinsdale chairs the membership committee, while Dr. Lois Self, chairman
of the NIU Department of Communication, leads the association's resource
committee.
True, the list of goals and projects is long and some may not be accomplished
in the near term. But the board, in choosing this ambitious course, has
its sites set on moving the association forward and attracting still more
members in this crucial time for newspapers and journalism education.
Why the new mission statement and the setting of new goals this spring?
The short answer is that it was time and probably overdue. The somewhat
longer answer is that in recent years the board simply has not had the luxury
of being able to closely examine NINA's purpose and what it should accomplish
for its members. The board was first preoccupied with fighting to save the
journalism department at NIU and then, more recently, with examining whether
NINA would even continue its relationship with the university after the
Journalism department folded.
Thankfully, that period of uncertainty is now over. Journalism education
is indeed continuing at NIU through the Department of Communication and
the board has resolved to maintain our 30-plus year relationship with the
university.
In addition to the new mission statement and the goal-setting, I believe
one of the most positive developments for NINA has been the growth in the
number of active members on the board. For example, at the board's May meeting
there were 17 members in attendance, representing a cross section of northern
Illinois newspapers, from big-city dailies to small weeklies. All of those
present appeared enthusiastic at the prospect of playing an active role
in shaping NINA's future. It is this commitment to NINA that these board
members have demonstrated that will allow the association to reach its goals
and achieve its new mission statement. I'm anxious to get started and invite
comments and suggestions from all our members as we work together.
John Etheredge is news editor of the Ledger-Sentinel in Oswego. He became NINA president in April. Contact him at (630) 554-8573.
Copley creates new newspapers for unique communities
By Jim Killam
Picture this: On a rural road, four teens sunbathe atop a red sports
car. Behind them, a tractor rolls through a freshly plowed field.
One could hardly find a better illustration of contrasting lifestyles in
DuPage or Will Counties these days -- or, of the issues facing suburban
newspapers. How does a newspaper appeal to the sunbathers and their parents
without alienating the farmer? What's the best way to reach potential readers
in new, upscale subdivisions? How they can do a better job of delivering
that audience to advertisers?
Managers at the northern Illinois Copley Newspapers faced the same dilemma
as most newspaper executives: persuading busy, affluent people to read the
local newspaper. Copley's approach has gone a step further than simply tailoring
portions of the regular daily papers for those audiences. The company has
created entirely new, weekly publications targeted to nontraditional communities.
Greg Mellis is managing director of Sun Publications, the Copley division
that produces the new products. During his talk at the April 17 NINA Spring
Conference, he fielded numerous questions about the publications and the
philosophy behind them.
"It's hard to talk about tradition in an area that has no tradition,"
Mellis said. "We just said, if we did a newspaper from the beginning,
what would we do? Then we did it."
Copley's first step in developing the new products was identifying communities.
Sometimes, Mellis said, it's a school district. Sometimes it's a newly developed
area with no established identity. And, sometimes it's a zip code.
The 60504 zip code has a median income of $62,000. This is the "new
Aurora," on the city's far-eastern edges. Residents there don't feel
a strong connection to old Aurora, Mellis said, but neither do they connect
with Naperville. A year ago the zip code contained 10,000 households. Now
it has more than 11,300 households and continues to grow quickly. All of
those factors made the area an ideal site to launch the first product, "60504"
-- what later publications would call "a community newspaper and lifestyle
magazine rolled into one."
Many 60504 residents didn't read newspapers. They did read magazines, however.
So, prototype newspapers were created to deliver local news in a sophisticated,
magazine-style format: full-color pictures, lots of lifestyle features and
micro-coverage of local news.
"We had a few other concepts that failed in focus groups," Mellis
said. "When we got to this, they said, 'Hey, this is about us.'"
Design and photography play central roles in the slightly-smaller-than-tabloid
newspaper. The staff is unconventional: a managing editor, two reporters,
a photographer and a photo editor.
"Photographers need editors," Mellis said. "I don't know
of any staff of five in the country that has a photo editor."
The results reflect Mellis' passion for photography. Issues are loaded with
big, full-color pictures that show real life. The sunbathing photo (which,
by the way, was found, not staged) is a good example.
"We try to take normal things, what's unique about an area, and give
readers a feel for what their community is like," he said.
So far, the results speak for themselves. Mellis originally had hoped the
first year's issues could average 48 pages; then jump to 60 to 72 pages
in year two and about 96 pages in year three.
"We launched at 112 pages," he said, "and we've maintained
88 to 112 pages through the first 47 weeks." Included there is a 24-
to 36-page, pullout classified section that's been immensely popular with
readers.
The second niche-market publication, the Plainfield Sun, began publishing
this spring. It targets anyone who lives in the rapidly growing Plainfield
School District. The first issue ran 112 pages. A third newspaper, aimed
at Homer Township, Lockport and Lemont, was set for launch June 11.
All of the papers are mailed free to every household in their circulation
area.
"These are markets that our advertisers want to be in," Mellis
said.
In fact, they've flocked to the new publications. The Plainfield Sun had
114 guaranteed contracts just several weeks into its life, Mellis said.
NINA optimism runs high; journalism revives at NIU
By Lois Self
Executive Secretary
The recent NINA board meeting on campus not only was the best-attended in
my brief time with the organization, but it also was exciting and productive.
The new division of duties and committee structure appears to be functioning
well and should enable NINA to provide much more to its members in the future.
News from the NIU Department of Communication also is encouraging. Enrollments
in journalism are up for this fall; many of our classes already are full.
Some replacement of faculty staffing power seems likely next year. Cooperation
with NINA, the Northern Star and other professional groups is increasing
and external support for the program is growing.
Our July 27-Aug. 1 Journalism and Media Camp for high schoolers had seven
registrants at last count. Thanks to NINA for agreeing to provide a camp
scholarship for a journalism student! There is still time to apply, so spread
the word to teen journalists in your hometown. For information, call (815)
753-5200.
Dr. Lois Self is chair of the NIU Communication Department. She can be reached at (815) 753-7028. Or, e-mail her at lself@niu.edu.
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