QR Code - SNAP Advertising Specifications

QR Code for Specifications for Newsprint Advertising Production (SNAP).

About QR Codes: Initially used for tracking parts in vehicle manufacturing, QR codes are now used in a much broader context, including both commercial tracking applications and convenience-oriented applications aimed at mobile phone users (known as mobile tagging). Users can also generate and print their own QR codes for others to scan and use by visiting one of several free QR code generating sites.

QR codes are being seen more and more imbedded into ads and used to display text to the user, to add a vCard contact to the user's device, to open a URI with more detailed ad information. This QR Code is a link to the SNAP website for inforation about Standards for Newspaper Advertising Production.

New Technology Toys

Technology seems to be overtaking the printed news world faster than some expected. Though the importance of the printed news products will always have a place, Internet sources of news and information may be nearing critical mass. At least within the tech groups, this was inevitable at some point.

List night at a party this fact was really driven home - the new tech toy that was getting the attention, that isn't that new, was the Apple iPhone. With all the available applications and connectivity, it really can be the single information tool, but how practical is the size to really replace a laptop. I realize it's designed to be a handheld device, but to me the only thing keeping it from replacing my laptop on a regular basis is the size. If a version came out that was 4-5 times bigger, that's a 5X7 or 6X9 inch screen, it would be the ultimate device.

So where does that leave newspapers and media companies? Well it's the same place I've been talking about for months, as ISP providers and links to the community. The newspaper has had a lock on the local market for decades; in some cases evolving from the single source of information for the community. So what can they do next? Simply, continue to deliver those customers, readers and consumers to advertisers through digital content delivery. Newspapers need to focus on developing their demographic data, the detailed info about their readers, not only for the purpose of advertisers targeting the market, but for readers to customize content based on their interests and needs.

So the transition continues - news and media converting to immediate digital delivery. The key for media companies is to focus on capturing the customer as much as creating the content. With so many news sources out in the market, newspapers have a challenge saturating the market as the single news source with only print. But with a print and web strategy, newspapers can regain market share as the custom content delivery source to the community. Though, I still read the printed newspaper with a cup of coffee, I'm hoping for a larger iPhone in my stocking this year.

Focusing on Strengths

In today's business environment, it is easy to focus on the shortcomings of the organization, employees, technology or revenue. Like most news organizations, it is easier to focus on the bad news, where we are short of our goal, than recognizing and awarding accomplishments. It is important to have a balanced focus on the business and tap into the strengths of your organization to accomplish goals.

Employees have strengths, talents and knowledge, or you wouldn't have hired them in the first place, right! So to build a positive and growth business, independent of the economic conditions, the organization must determine the strengths of each employee and put them to work.

First, look at talents. Talents are not just knowledge or education; talent is a natural way of thinking or acting that frequently is the powerful solution, skill or strength required to get the job done right.

It key to tapping into employee's strengths and talents is that these are natural actions for that particular employee. When a performance was impressive and left you wondering, how'd they do that, the answer is easy, the strength and performance was the natural and easy for that person.

So rather than making each person follow the exact same routine, identify how you can use your employee's natural strengths to the advantage of the organization. Put employees who are good with people in customer service, employees that are organized and natural managers in operations. If an employee is working in their comfort zone, where their strengths and talents naturally perform the job, the results are nautrally superior to an employee that struggles to apply their strengths.

Time to Define the Future

The last few months have been difficult for associations, trying to determine what to focus on with fewer people and resources. And assessing the impact of jettisoned resources and staff on the membership.

It was clear last in 2007, that the newspaper association was going to be making some difficult decisions; focusing on a select set of directives and not be the one-stop resource center it had evolved into through the 90's. Members who have relied on the association for technical support and print related operations have been sent to other resources - it seems that after years of cost cutting for newspaper operations, the single source to assist members in print related issues has also been outsourced.

Time will tell if the new focus will transition into an ultra sleek, efficient and focused organization. One thing is certain, the new slate must be relevent to the industry and projects must have results. The industry can't afford for the organization to come up empty on impact and results, especially since the focus areas were of their choosing.

Leading the Multi-Media Change

As I packed my last box and prepared to walk through the 8th floor of nearly empty cubicles for the last time, I was still perplexed that the organization had viewed the digital future of media and conventional operations completely separately. I was thinking about the demise of the National Neck Tie Association, who closed their doors in last month after years of the "business casual" workplace affecting their market share and their efforts loosing realivence. There was an eerie irony.

Newspapers today are integrating existing operations with their digital media platforms and product, but the organization thought it best to keep the digital edge group without expertise to link to conventional operations.

It is always nice to operate in a vacuum and have such an idealistic approach. The organization is good at sending out industry news -- what the other groups and newspapers are doing to adjust to the digital multi-media future of media or the latest trends in advertising and readership. But what product or support has the organization actually created? What business models or tools have been created for newspapers to guide their integration of conventional newspaper into a multi-media platform?

The newspaper industry is in the biggest challenge of the last 100 years and the leadership organization that should be leading the fight is sending out weekly emails about what others in the industry are doing. The organization is missing the mark and the relevancy to the industry is in jeopardy of real work and strategies aren't created.

When you're the top dog, there are always a line of other dogs eyeing the spot; feeling that their solutions will serve the industry better.