1. COMING
IN PRINT
GATEHOUSE NEWS & INTERACTIVE DIVISION
Call in: 877-411-9748 Access code: 6309568834

2. Today’s agenda

3. Inner Circle 2013
What is the new initiative?
• In 2012, Only in Print teased several items found
only in the print edition. In 2013, the promotion
changes so that newsrooms tease one item in an
upcoming print edition to drive readers to pick up
a copy. We want to create excitement and
anticipation for the next edition.
• The Only Online promotion in your newspaper
teases at least one piece of content that only
appears online.
• The print promotion online is no longer required.

4. Inner Circle 2013
Where can I find the new logo?
• The logo is available by request from Design
House (on your Note to Design House) or on
GHNewsroom in the hotlinks area called
“Coming in Print logos.”
• Include “Use new logo” in the story file for the
rail and include on the Note to Design House
to “Use new logo.”

5. Inner Circle 2013
Where does the Coming in Print
logo run?
• The new logo is to run toward the
bottom of the rail, just above Only
Online.
• The font is Bureau Grot Condensed
Bold. If you don’t have this font,
replace it with a similar font.
• The Coming in Print replaces all
instances of the Only in Print logo.

6. Research summary
Why are we changing
‘Only in Print’ to ‘Coming
in Print’?
• Research and interviews
with GateHouse-owned
newspapers and beyond
indicate the Only in Print refer has become
forced in its appearance and in what it
represents.
• We need to move beyond promoting
advice and national opinion columns,
comics and puzzles.

7. The strategy
’Coming in Print’ draws interest
to quality content
• Coming in Print highlights top enterprise or
compelling stories that are planned for coming
days in the print edition.
• Select a high-interest story or package that might
draw pickup and single-day sales.
• The purpose is to engage readers to a greater
degree with the print product.

8. Platform publishing
How often should ‘Coming
in Print’ appear?
• “Coming in Print” should run
on the front-page rail in
every issue you publish.
• If your newspaper is a tab, it
should be published in
another prominent area in
every issue you publish.

9. Platform publishing
Do we still need to promote
‘Only Online’ in print?
• Yes. Tease at least one online
exclusive item in every issue.
• “Only Online” should appear on
the front-page rail in every issue.
• If your newspaper is a tab, it
should be published in another
prominent area in every issue.

10. Platform publishing
What about promoting it through
social media?
• Yes. Drive readers through Facebook and
Twitter to the print product by referring to
what’s coming in the next edition.

11. Platform publishing
How can I meet this initiative?
I can’t predict the news, so I don’t know
what’s coming in my next edition.
• Accomplishing this initiative relies on improved
planning and budgeting.
• Put yourself in position to think a week ahead; be
proactive in your coverage instead of reactive.
The final result is stronger content.
• Promoting hard news coverage is not required to
be successful with this initiative.

12. Platform publishing
What if I am a weekly and do not want
to tip my hand to the competition?
• By fine-tuning your planning and budgeting
process, you already are one step ahead of the
competition with gathering information and
deciding the direction of the story.
• Focus on features and enterprise content.
• Radio and television cannot provide the same
coverage.

13. Types of content
Use content such as ….
• Enterprise and topical
stories.
The Ionia Sentinel-
Standard and other
GateHouse-owned
newspapers in Michigan
recently published an
enterprise story on the
role of animal shelters in
finding abandoned dogs a
home.

14. Types of content
Use content such as ….
• Ongoing stories, series, special
reports and splash events.
The Repository in Canton, Ohio,
kicks off 2013 with a centerpiece
package on the 50th anniversary
of the Pro Football Hall of Fame.

15. Types of content
Use content such as ….
• User-generated content
and contests.
The “Draw Your Mom”
contest for The Enterprise in
Brockton, Mass., is a good
example of content for the
“Coming in Print” promo.

16. Types of content
Use content such as ….
• Sports features,
big-game reports and follow-ups.
This feature on a basketball
driven family is a good story to
entice readers. It goes beyond
the daily game report and offers
content readers cannot find
anywhere else.

17. Types of content
Use content such as ….
• Special sections and
supplements.
The Peoria (Ill.) Journal
Star publishes a special
section that previews the
Peoria Rivermen hockey
team and the 2012-13
AHL season.

18. Writing the promo
Is there a specific way to write
the promotion?
• Promos should be engaging and be more than a
simple description of the story. The below
promos are too generic:
— School board meets Friday.
— Catch all of the prep football scores.

19. Writing the promo
Examples of strong promos.
• Who gets the drug money?
There are advantages for local law enforcement
to making busts beyond taking dealers off streets.
• Are state workers entitled to free health care?
Our edit board takes on the contentious
topic stirring at the Statehouse.
• 3,000 yards and counting.
Rochester quarterback Wes Lunt is surpassing
records. For the senior, however, there is one
accomplishment that outweighs all.

20. End quote
“Improving content promotion is the ‘low-hanging
fruit’ of the RI findings. It is easy and inexpensive
to do a better job.”
— Readership Institute, Northwestern University

21. Resources
Seen-on-scene photo galleries
Covers how to maximize time spent taking and
uploading seen-on-scene galleries and effectively
translate those efforts into page views. Includes
suggestions on where to shoot seen-on-scene
galleries.
When: 2 p.m. Central, Tuesday, Jan. 29

22. Resources
• More information can be found in the 2013 Inner Circle
Handbook. Download at www.ghnewsroom.com
• Contact your content team manager:
Mike Turley Carlene Cox
mturley@ ccox@
corp.gatehousemedia.com corp.gatehousemedia.com
Sarah Corbit Brad Jennings
scorbitt@ bjennings@
corp.gatehousemedia.com corp.gatehousemedia.com

23. COMING
IN PRINT
GATEHOUSE NEWS & INTERACTIVE DIVISION