Inside the Times 2.indd

Do
you
know
what
it
takes?
Behind the scenes at the Times
By Debbie Ballard
And the story continues...
Last week featured a behind-the-scenes look at the editorial
department. This week the advertising department is in the
spotlight.
The sales people spend most of their days helping local
businesses promote their products and services.
n
Here a d now the
officially
,
mercial Printin
Com nd in writing g D
,
a
wi n
the ner.
n t is
rtme
epa allenging
ch .
.
r the two
(Well, except fo
e summer
afternoons in th
editorial’s
when we kick
lf course)
b--- on the go
Part 2 of 4
Page layout for each paper starts in the advertising department. Yes, we do rule! Since the amount of advertising
can’t exceed a certain percentage of the entire paper,
advertising determines how big or how small the paper
will be. As soon as the number of pages are calculated, a
“dummy” of the paper is made. The dummy is imported into
a design application, the pages are built, and ads are placed.
Does it seem coincidental that the “dummy” is generated in the
(Does
ad department?)) The pages then are sent on to editorial
and through production to
their final form, which is a
metal plate.
LAYOUT - 1
10/01/2014 : THU, OCT 2, 2014 : 3:56 PM
A1
22
but this is the
REAL dummy
Sue
Murray
John
Many, Many Years...
Debbie
25
20
15
10
5
You don’t survive in sales for 25 years without putting your
customers first. Most of our sales team have years of experience running small businesses, and the Times constantly
provides and pays for training and education. You get lots
of knowledge and expertise when you consult with any one
of our sales people. The sales staff and the advertising support of our local businesses are the engine that drives the
machine. It is a symbiotic relationship: without advertising,
there is no paper; without news, there are no readers.
6
9
9
15
15
18
18
18
21
21
Sight&
Sound,
4
A9
14
The Advertising Team
From left to right: Debbie Ballard, John Pierce, Murray
Wepruk, & Sue Fletcher. This group of advertising geniuses
works hard to come up with fun and new ways to advertise your products & services like..
. this ad! $
still not enough to
warrant a
red tick.
15
15
18
18
21
21
A10
3
Black
3
6
6
6
15
18
21
Linda
LaFran
Lenard
s
Restau
CWL
St.
Mary's
,
Jo
MacKe
Valerie
Hallam,
2.0col,
Tony+
Louise
Bliss,
2.0col,
5.5",
Black
Ju
R
n
ai
e
n
K
St.
Mary's
Royal
Canadi
an
Legion
Christin
e
Jourdai
n,
2.0col,
5.5",
9
9
12
15
18
18
21
21
B5
6
Rainy River
District
School Boa,
3.0col,
6.0", Black
Thunder Bay
Hydro, 5.0col,
6.38", Black
5
3
Black
6
6
6
9
12
15
18
21
Norlun
d Oil
(2003)
Limited
,
2.0col,
Borderl
and
Esso,
2.0col,
6.0",
Black
Degag
ne
Equipm
ent,
2.0col,
6.0",
N
or
W
e
Gil
st
lo
A
n
ni
s,
Tompki
ns
Hardwa
re,
2.0col,
6.0",
9
9
Ronning's,
3.0col, 4.0",
Black
15
18
18
21
21
B6
Rainy River
District
School
Boa,
3.0col,
10.0",
Black
MacDonald
2
Motors,
3.0col,
8.0", Black
plus one
15
15
18
18
18
21
21
21
21
9
12
12
15
15
18
18
21
21
Fort
France
s
Times
in
Fort
France
s
Times
in
house,
2.0col,
Fort
France
s
Times
in
house,
2.0col,
Fort Frances
Times in
house, 6.0col,
11.5", Black
6
6
9
12
12
15
15
18
18
21
21
Cousi
neau
Real
Estate
Ltd.,
2.0col
,
12.5"
, Black
Investors
Group,
Century 21
Reynard
Real Estate
, 3.0col,
5.5", Black
Tichb
orne
s
Real
Estat
e
Ltd,
2.0c
ol,
20.5
",
Black
Victori
a Inn,
2.0col,
8.0",
Black
10
LifeLab
4
s,
2.0col,
5.5",
Black
plus
3
Any color
6
West End 4
Motors,
5.0col,
15.0",
Black plus
three
9
12
12
15
15
18
18
21
21
3
A6
3
6
6
9
9
15
18
18
21
21
21
21
21
21
B2
3
Black
3
6
6
9
9
9
9
15
18
21
B8
Leon's, 6.0col, 2.0", Black
2
12
12
15
15
18
18
21
21
B9
Greensi
des
Szczo
mak
Auctio
1
1
Emo
Feed
Rainy
River
Cattlem
en's
Fort
France
Badiuk
Equipm
ent,
2.0col,
6.5",
Black
3
Any color
6
9
12
12
15
15
18
18
21
21
Fort
Frances
Times in
house,
6.0col,
21.5",
Black
3
6
9
M
a
d
eli
T
e
rr
ie
T
Marg
Bartel,
2.0col,
Vicky
Fadden
,
2.0col,
Fort Frances
Times in house,
6.0col, 8.0", Black
9
12
15
18
21
7
B4
1
3
Any color
3
6
9
12
12
15
15
18
18
21
21
Roy
Avis,
2.0col,
Badiuk
Equipm
ent,
Fort
Frances
Times
in
house,
3.0col,
17.75",
Black
6
9
12
15
18
21
B10
1
3
3
Black
3
3
Black
3
3
Black
3
6
6
6
6
6
6
6
9
9
9
9
9
B3
8
1
6
9
15
18
9
3
6
12
15
18
B1
A8
3
Black
15
18
6
21
15
1
12
15
18
3
18
9
15
6
15
6
9
12
3
Black
12
3
6
12
1
12
3
Black
12
6
9
A7
16
1
3
Black
12
3
1
3
Black
9
A12
9
Township
of Morley,
4.0col,
11.0", Black
1
B7
4
3
6
9
15
11
3
6
18
9
Voyageur
Lions Club,
3.0col,
5.5", Black
17
1
3
Black
15
1
3
9
12
6
12
15
1
3
Black
6
9
12
3
A5
18
1
3
6
12
1
6
12
A4
3
Black
12
A11
3
Any color
9
Andre
w
Hallikas
,
2.0col,
6.0",
12
15
1
9
Tourism
Northern
Ontario, 5.0col,
7.5", Black
12
3
9
6
Back In
Motion
Canadi
an
Mental
Health
Associ
at,
2.0col,
1
6
Some of us are better at deadlines than others...not mentioning any names John
In last week’s ad,
the Times reported
that Mike, the editor, uses pencils for
all his editing. This,
in fact, is not true,
he uses pencils for
the paper layout
only.
12
3
Black
12
Alzhei
mer
Society
of
Heather &
Greg Latter,
3.0col,
9
12
1
They are on a continual learning curve with software updates and changes in how the
newspaper is produced. Being
able to meet a deadline every
day is also a job requirement.
Truthfully, we all work under
the pressure of a daily deadline.
Ooops!
13
1
19
3
6
9
Fort Frances2
Times in
house,
5.0col,
12.0", Black
plus one
1
3
Black
6
9
15
4
3
6
12
Ron's Auto
Body,
A3
20
1
3
Any color
12
Back behind “the wall”, a ton
of work is done every day.
Two graphic designers (three
in the summer) handle just
about anything we throw at
them–from the sensitivity required for a special obituary to
the patience necessary to make
the third change on a public
notice ad. Ad design can be
very demanding and every advertiser has to be happy before
their ad appears in the paper.
The skill set needed to do
their jobs is huge. They have
to be artists and have an extensive knowledge of some very
complicated software, mainly
Photoshop, Adobe Illustrator,
and InDesign.
Correction
A2
1
3
6
12
10-01-2014.ALS
File
The team does their best to accommodate everyone’s needs
and still meet the deadlines that are essential in this business. The sales people are a committed bunch and most of
them have worked here for many, many years.
21
1
3
Any color
21
This is a
dummy
9
12
12
12
12
12
12
15
15
15
15
15
15
18
18
18
18
18
18
21
21
21
21
21
21
9
Green
Funeral
Home,
3.0col,
13.0",
Black
12
15
18
21
The classified ads are published every
day at 8 a.m., laid out, and ready to go by
9 a.m. The rest of the pages are started
at 8:30 every morning, sent to editorial,
and production as quickly as possible. A
lot of the steps are automated and we
are lucky to be using a great system for
handling our pages. Years ago everything
was done manually–the pages laid out by
cutting, waxing, and then pasting the type
and ads onto big sheets of lined paper.
Today computers have made the process
a lot faster. The truth is that the publisher
is a self-confessed lover of all things tech
so we have the latest and greatest. Walk
around the Globe and Mail or the Winnipeg Free Press and you will see the same
systems at work that the Fort Frances
Times has.
The latest
and greatest
THE WALL
10/01/2014
Issue
THU, OCT 2, 2014
Date
just kidding, it doesn’t really look like this
So computers and great applications like
InDesign, InCopy, and News Edit Pro
enable us to be very efficient. But when
something goes wrong with a server
around here, we have big problems. All
Behind this wall lies an epic silent battle between the ads, all the stories, all the publishour graphic artists over single-seat furniture
ing information is stored on servers.
An advertising server crash
a few years ago almost led
to a non-publishing day. Let’s
just say that “panic” was the
predominant emotion around
here. OH NO! It was nearly
impossible to find out what
ads were supposed to run. We
sifted through piles and piles
of ad copy to find what was
scheduled for that day. And
we published. The fried server
was driven to Winnipeg
Winnipeg
IN THE LEFT CORNER
VS.
IN THE RIGHT CORNER
Leanne
Susan
ads rule!) Donaldson
(bring on the colour) Taylor
(full page
Fort
and the data salvaged
so we could publish the Frances
next day. It only took one server crash for the big wigs around
here to decide on off-site data
storage. Now most of our data
is “cloud” based.
in The Great Chair Debate
Leanne’s
Ball Chair
- A ball can be tossed
around for fun
- Fall off rate...easy
- Conversation starter
- Contributes to great
ad production
- A kneeling chair can
not be tossed easily
- Fall off rate...moderate
- Conversation starter
- Contributes to great ad
production
it’s a tie
Susan’s
Kneeling Chair
The Cloud