“oe

14 - Friday, December 15, 1989 - North Shore News

20 years later, News’ mandate has not changed

Shore and its residents is of highest

THE NORTH Shore News is 20 years old this year and has
undergone dramatic changes since it was first established in

1969 by publisher Peter Speck.

But one aspect of the newspaper

has and will remain constant:
keeping North Shore News readers

informed of the major and minor

events that take place in their
community every day.

The News is also committed to
maintaining a positive and open

NEWS photo Cindy Goodman

DISPLAY ADVERTISING consultant Bruce Methven works on a co-op
inquiry as part of an advertising plan for a client advertising in the North

Shore News.

This ad’
for you

SELLING THE MESSAGE

ADVERTISING constitutes the financial backbone of any

newspaper.

At the North Shore News the Display Advertising
department accounts for 68 per cent of total revenue,

Display Advertising gets first
crack at the available space in each
issue of the paper. Ads are sold at
a certain size and “‘dummied" or
marked on the rough draft of the
paper,

The newspaper’s Editorial
department oust then fit its news
articles and features around the
display ads.

Contrary to what some people
might think, those ads are not
placed randomly throughout the
paper.

For example, @ certain business

might pay to uppear on tre con-
troversial Doug Collins page. That
company’s ad may change, offer-
ing different products or different
services at different times, but it
can reserve the location.

tn newspaper advertising, unlike
magazine advertising, the emphasis
is on timeliness.

People usually read newspapers
in one sitting, for the news that is
happening now,

“This is an important distine-

See Advertising
Page 22

relationship with its readership.

Consistent with that commit-
ment, the News presents today a
series of articles designed to ex-
plain to you, the reader, how the
newspaper and its various depart-
ments work and how you can best
make them work for you.

Our relationship with the North

100s WORK

TO GET

THE NEWS

TO YOUR DOOR

IT TAKES the combined
thrice-weekly effort of
more than 900 newspaper
carriers age nine and up to
bring 59,170 copies of the
North Shore News to

| North and West Vancouver

doorsteps.

Distribution manager Barb
Emo coordinates the effort of the
carriers, two full-time shippers,
two part-time assistants, threc
part-time survey people and 20

| zone managers to make it all

happen.

Every Wednesday, Friday and
Saturday morning the newspaper
and advertising flyers are
delivered from the printer to the
Lonsdale Avenue offices of the
North Shore News.

The paper usually arrives at the
North Shore News doorstep by
6:30 a.m. Zone managers pull in-
to receiving bays by about 7 a.m.
to collect their allotted papers
and flyers. Each zone manager
then delivers the product to the
carriers’ homes.

Guided by instructions listed
on a computer print-out, each
carrier inserts various combina-
tions of flyers into copies of the
newspaper and then delivers the
paper to household doorsteps.

Since Southam bought a 49 per
cent share of the North Shore
News carlier this year, the
paper's distribution network has
taken on more advertising flyer
business.

Said Emo, ‘“‘For example,
houses, businesses and apartments
gel certain flyers, certain zones
get certain flyers. Plus certain
flyers go to non-subscribers of
the Sun. If you get the Sun you
get those flyers with it. If you
don't, you get those flyers with
us. It has become quite complex.
It’s been a big adjustment for the
carriers and us."*

importance to us.

Maintaining vital and open lines
of communication between the
North Shore News and the North
Shore community will ensure that
each will continue to benefit from
the other.

Gefiing the
paper oul

X

o

er
aS

NEWS publisher Peter Speck

---Started paper in 1969.

NEWS ohoto Mike Wakefield
DISTRIBUTION DEPARTUIENT staffers Jim Kirkland (foreground)

and Dave Megahy load newspapers into a waiting van at the North
Shore News offices. A tot of paper passes through their hands every

week.

To streamline service, the four
West Vancouver and 10 North
Vancouver zones have been
defined by postal codes. The
largest zone has just over 6,000
papers delivered to it. The
smallest numbers approximately
2,300 deliveries.

It falls to the Distribution
department's survey personnel to
ascertain how well the system is
working.

Said Emo, ‘'They make a
phone call to a house on every
route we have after every
delivery. They work Monday to
cover the Friday and Sunday
papers and they work Thursday
to check on the Wednesday

delivery. They don’t go with an ‘I
don’t know.’ They have to have a
definite yes or no. Those are the
percentages we use for
marketing. And there's usually a
survey question that has to do
with marketing or advertising to
see how the message is getting
across,

Emo counsels patience for
readers who may be experiencing
problems receiving copies of the
North Shore News: ‘*We ask
them to phone the office and that
they be understanding. We're
dealing with children and adverse
conditions. We do the best we
can. We are in a transition period
ourselves. **

# F wa Nes Uvit? Se

~~