| November/December 2004 ByLine AAEA Launches New and Improved Electronic Version of The ByLine By Karen Simon Welcome to the new and improved electronic version of The ByLine. We're still in the process of refining this format, but we enjoy the flexibility and easy access the electronic version provides and hope you will too. Please take a few minutes to check out our new look. On the home page you'll find headlines and brief summaries of this month's key stories with links to the full stories. The tabs at the top of the page direct you to the AAEA Web site, current and past issues of the newsletter, and an area called "Tell Us What's New," which allows you to electronically submit your news for publication. Click on the icons on the left. They'll direct you to our award-winning writers, photographers and designers. You'll be able to quickly view the month's featured award winners, read their comments about the entries and what the judges had to say about them. If you have any questions or comments about the new format, please contact the AAEA office at ageditors@aol.com or (952) 758-6502. Karen Simon is managing editor of The Corn and Soybean Digest and chairs The ByLine committee.
Designing Publications for Supersonic Readers Today's Internet-savvy readers present special challenges for publications. Mario Garcia explains how to capture their interest. By Mark Moore I'm a supersonic reader. I was labeled a supersonic reader at this year's Agricultural Publications Summit (APS). It was a Wednesday. Before we get too carried away, it's not a bad thing. In fact, most of you are probably supersonic readers. And if you don't think your readers are supersonic, you may be losing them. What's a supersonic reader? According to Dr. Mario Garcia, a supersonic reader plows through publications, devoting as little as 10 seconds per page. It's hard to think that someone only spends 10 seconds on an article that took weeks to research and write. But according to Garcia, the supersonic reader can be slowed down enough to read your articles...all it takes is a little innovation and packaging. Garcia's presentation at the closing brunch at this year's APS dealt with design. His "Visual Thinking and Today's Newspapers" presentation focused on newspapers, but his ideas hold true for all other print media. In general, he said newspapers do a much better job at content than design. Let's face it, we're in a different age. The Internet has woven its way into all of society. And that includes the WAY we read. The Internet, according to Garcia, is having the greatest influence on how readers read today. Today's reader is always on, viewing more than one medium at a time. And it's difficult to concentrate on one thing at a time, so the reader skims. Internet pages and stories are brief, easy to read and offer easy navigation to the reader. Print, Garcia says, can and should do the same. Here are some statistics that should catch your attention on how this reader views a story:
Now before we all decide to turn in our reporter's notebooks, Garcia offers some innovative ideas to bring these readers back to the page. "There is a renaissance in headline writing," Garcia says. "Bold, large, in-your-face headlines." What it also means is that not only should time be spent to provide clarity in all writing, but headlines, kickers, cutlines and photos must be used to help tell the story. Cutlines should offer a story within the story and not just a rehash of what's in paragraph 15. Offering the reader a way to navigate through a story is paramount. And photos, headlines and captions should be used as three ways to tell a story. Helping the reader navigate through an article gets readers to where they want to be faster and easier. A kicker and headline should be considered vital parts of the story. A summary should include vital information to entice the reader. We're fighting for a smaller and smaller piece of a reader's valuable time, so using it wisely is paramount. Garcia's presentation also gave us a visual review of some of his major redesigns. He's worked on the redesign of more than 450 publications, including The Wall Street Journal, The Philadelphia Enquirer, Handelsblatt and Die Zeit. Garcia is CEO and Founder of Garcia Media and founded the graphics and design program at the Poynter Institute for Media Studies.
Mark Moore is an account executive with Charleston/Orwig, Inc., and a member of The ByLine committee.
Member News . . . SF's Mike Holmberg Retiring After 30-Year Ag-Comm Career Mike Holmberg, farm chemicals editor for Successful Farming magazine, will retire at the end of 2004. In retirement he's planning to play more golf and satisfy his leisure-travel bug. He and his wife, Sally, will also be able to spend more time with two grandchildren (and the kids' parents, of course). Holmberg will be open to freelance opportunities as well. Holmberg, 55, has been on the Successful Farming editorial staff since 1984. Prior to that, he was editor of IH Farm Forum and handled other custom publishing projects for Meredith Publishing Services, a division of Meredith Corp., SF's parent, beginning in 1977. He began his communications career in extension radio and television at Washington State University in 1973 and also worked in public relations for the American Society of Agronomy for three years. A native of Avoca, MN, in southwestern Minnesota, he graduated from the University of Minnesota in 1972 with a double major in agricultural business administration and agricultural journalism. He received a Masters degree in ag journalism from the University of Wisconsin in 1973. Holmberg joined AAEA in the late 1970s and contributed his skills to several committees, including the InfoExpo committee, which he chaired in 1998 and 1999. He has won several AAEA awards for his writing. His work also has been recognized by others, including the Mid America CropLife Association, which recently recognized him with its Media Award. Paula Mohr Joins Farm Progress Companies Paula Mohr has joined Farm Progress Companies as editor of The Farmer magazine in Minnesota. Prior to joining Farm Progress, Mohr was associate editor for Dairy Today, a Farm Journal publication, for 20 years. She also has experience with daily newspapers and agricultural public relations. In her new role, Mohr will direct the local editorial content of The Farmer, which has served Minnesota agriculture with information to help producers maximize their productivity and profitability since 1882. "I'm really looking forward to working with Minnesota producers and covering the ag industry in the state," says Mohr. "Minnesota agriculture is undergoing a lot of change and I believe The Farmer is an important information resource for producers as they manage their businesses for optimum profitability." Mohr grew up on a dairy farm in Michigan. She is a graduate of Michigan State University and holds a degree in agricultural communications. She and her husband, Joel Springer, currently live near Anoka, MN. They have three children. A member of the American Agricultural Editor's Association, North American Agricultural Journalists and the Livestock Publications Council, Mohr has won numerous writing awards from these organizations. Mohr succeeds Joan Waldoch, who has returned to her home state of Colorado, where she works with the Colorado Association of Conservation Districts. Farm Journal Media Announces Personnel Changes Farm Journal Media has announced several personnel changes in its broadcast television properties, AgDay and WeekEnd MarketPlace. It also announced the appointment of Chuck Roth as senior vice president of Professional Farmers of America (Pro Farmer), a wholly owned division of Farm Journal Media. Long-time AgDay anchor Al Pell is moving to a larger and more focused role with WeekEnd MarketPlace, according to the company. Scott Kinrade will join AgDay as host and executive producer. Brian Conrady was promoted to vice president of production for Farm Journal Electronic Media, the broadcast division of Farm Journal Media. The new structure will create separate editorial teams and dynamics for each program, says Conrady. Kinrade will serve as AgDay's on-air host and oversee the show's editorial direction. Previously, he served as main anchor at WVVA-TV. Bluefield, WV. He also has worked at KCCI in Des Moines and KMIT in Mason City. Pell will be devoted to the editorial planning and numerous location taping events for WeekEnd MarketPlace, along with regular "on-the-road" appearances for AgDay. He has anchored AgDay since 1989, and hosted WeekEnd MarketPlace since its launch in 1998. Chuck Roth is former president of Farm Progress Companies and executive vice president of RFD-TV. In addition to his direct management of the Pro Farmer division, Roth joins the senior management team of Farm Journal Media.
From the President's Desk Can U.S. ag editors and Canadian farm writers work together? By Susan K. Davis In early October I had the opportunity to be a panelist at the Canadian Farm Writers' Federation (CFWF) conference in Windsor, Ontario. The topic was how Canadian and U.S. ag communicators can better work together. The other panelist, Laura Rance, of Farmers' Independent Weekly in Manitoba, was the first Canadian president of North American Ag Journalists (NAAJ), formerly the Newspaper Farm Editors of America. Rance joked that she lobbied for the association name to be changed to NAAJA (Eh?). Many of the 100 attendees at the Ontario meeting were listed as freelancers. There was a question about how many freelancers could qualify for NAAJ membership because the bylaws state that "Freelance writers who also write for advertising agencies or public relations firms are not eligible to join NAAJ." Canadians have been a part of AAEA membership for many years and our association presently has about a dozen Canadian members. Like AAEA, CFWF is comprised of writers, editors and photographers. Unlike AAEA, CFWF has regional associations and their membership also includes farm broadcasters. How do you feel about working with the Canadians? An AAEA survey last year showed 92.5% of our members were in favor of asking the CFWF to participate in the Ag Publications Summit (APS). Eighty-one percent of AAEAers said they would attend an Ag Publications Summit if it were held in Canada and 59% said they would go on a day-long bus tour of local farming operations in Canada. This isn't a new discussion. Twelve years ago, the AAEA long-range planning committee was also looking how we could work with our northern neighbors. Currently, AAEA allows CFWF members to attend APS the member rate; AAEA members were able to attend the CFWF meeting in Windsor at the CFWF member rate as well. Other AAEAers at the meeting were Den Gardner, AAEA executive director and editor of Apply magazine, and Andy Markwart, editor of The Furrow. There are several ways we can work with our northern neighbors. CFWF could hold their meeting at APS, as is done by the Ag Relations Council and Ag Communicators of Tomorrow. Holding APS in Canada also has been discussed at APS planning meetings, but several questions would have to be resolved, including the difficulty of transporting InfoExpo displays, materials, etc., across the border. CFWF members seemed willing to work together and share meetings, but another question is how many will attend on both sides due to budget and travel expenses. One member suggested a meeting in Windsor/Detroit, where the InfoExpo could be held in Detroit and other meetings in Windsor. This presents some logistical challenges, but any idea at this point is worth considering. Before the annual meeting, Andy Markwart attended the tours, which CFWF traditionally conducts as part their annual meeting. As meetings are held in different provinces, journalists gain an understanding of the diversity of their country's agriculture. The group explored Canada's "Banana Belt" of southwestern Ontario during the first two days of their annual meeting. This area, due east of Detroit, produces a diverse mix of fruits, vegetables and crops not commonly found in other parts of Canada. Tours included visits to mushroom, field tomato, hydroponic tomato, house plant and diversified vegetable operations; a major Canadian vegetable processor, a grain elevator and wildlife conservation areas. The CFWF is an informal group. The meeting ended with entertainment by University of Guelph's Owen Robert's real band, the GMO (See www.GMOmusic.com). Owen is also a member of the AAEA band that has played to record crowds at the past two Ag Publications Summits. What will develop from the panel discussion? Maybe we'll pick up more Canadian members. And possibly we'll share annual meeting locations. After listening to the trade discussions at the meeting, I found the more we learn about our northern neighbors, the more we learn about ourselves. In addition to her duties as president of AAEA, Susan K. Davis runs Susan Davis Communications, Stockport, OH.
Deadline Approaches for AAEA Magazine Internship Hosts Sign up now to host this program, which helps educate tomorrow's ag communicators. Nov. 19 is the application deadline for magazines wanting to host the 2005 AAEA summer college intern. Recent program hosts have been Dealer & Applicator (2005), BEEF and The Corn and Soybean Digest (2003) and Successful Farming (2002). Funding for the program, including the intern's stipend and an expense-paid trip to the 2005 Agricultural Publications Summit, is provided through the AAEA Professional Improvement Foundation. For an application, contact ageditors@aol.com or call (952) 758-6502. |
