A good yearbook is all about stories. The stories told by ... · The stories told by reporters and...

The stories told by reporters and photographers are true, which makes them even more interesting.

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A good yearbook is all about stories.

Compelling stories focus on people.

I s s u e 6 4 | F A L L 2 0 0 9

Inspiring, encouraging, educating

and equipping yearbook journalists.

09-0660 Fall Adviser and Staff_PF.indd 1 9/21/09 10:38 AM

6 [Y]our storyA good yearbook is all about stories. Photographers capture visual stories. Reporters tell verbal stories. And, designers marry the verbal and visual components to tell [y]our story.

I s s u e 6 4 | F A L L 2 0 0 9

c o v e r s t o r Y

WeLcome to Jostens Adviser & stAff

mAgAzIne — the LArgest-cIrcuLAtIon

mAgAzIne In the WorLd devoted entIreLY

to creAtIng And mArketIng YeArbooks.

Your subscrIptIon Is provIded

compLIments oF Your LocAL Jostens

representAtIve.

edItor In chIeF:gary Lundgren

mAnAgIng edItor:mary saracino

proJect coordInAtor:stephanie Wiegert

Art dIrector:sigrid Lindholm

productIon ArtIst:kit neville

contrIbutors:tina cleavelinchris colemanJohn cutsingershannon marszalekLaura schaubshannon Williams

2 FallReinventing the old “annual”: If your yearbook still pretty much has the same content and format it had in 1990, it’s time to reinvent the old “annual” and turn it into a great yearbook for the 21st century.

4 spotlightBest of the best: Jostens recently claimed the prestigious Best of Category “Benny” award while sweeping five of the eight awards in the School Yearbook category of the 2009 Premier Print Awards.

12 galleryVisual storytelling: The competition was rigorous as approximately 8,000 students entered their photographs and designs in three contests sponsored by Jostens. Check out our gallery of outstanding student talent: Page 12: Jostens Photo Contest Page 16: Jostens/Adobe Design Contest Page 17: Jostens YearTech Online Yearbook Design Contest

18 businessBuy the book: The Jostens Yearbook Business Manager Contest recognizes the dedication, hard work, organization and other key contributions of these invaluable yearbook staff members. Check out the 2009 winners and read about the efforts of the Grand Prize winner.

20 AdvertisingGetting down to business: Study these 10 key steps for selling advertising and check out some cool advertising spreads that appeal to businesses and readers.

24 over & outAward-winners: Several outstanding advisers will be honored at the upcoming JEA/NSPA National High School Journalism Convention in Washington, D.C.

© 2009 by Jostens Inc. [09-0660] All rights reserved. Limited non-commercial reproduction of this publication for educational and classroom use is allowed with appropriate credit to Jostens. Jostens, the Jostens logo, Image share, Itpays, Jostens Ad services, Jostens direct solutions, Jostens Yearbook Avenue, Jostens Yeartech, Jostens Yeartech online, page surfers and Yearbook It! are either registered trademarks or trademarks of Jostens, Inc.

d e p A r t m e n t s

From the expertsFrom creative consulting to teaching workshops, the Jostens creative Accounts managers travel the country working with yearbook staffs. these Jostens yearbook gurus are all former award-winning yearbook advisers with decades of combined experience. Learn from the experts in this issue:

Page 5: Tina CleavelinPage 19: John Cutsinger

1: Laura SchaubPage 23: Shannon Williams

send correspondence, change of address, subscription requests and article manuscripts to [email protected] or mail them to:

Adviser & staff magazineAttn: stephanie WiegertJostens, Inc.3601 minnesota drive, suite 400minneapolis, mn 55435

Fsc logo

One unforgettable year.One unbelievable yearbook.

jostens.com/yearbook

Graduation Cap

5236

Seniors

5569

Juniors

5670

Sophomores

5771

Freshmen

5872

8th Grade

5973

7th Grade

5974

6th Grade

5975

Academics

5011

Band

5238

Choir

5239

Music

5019

Guitar

9050

Drama Masks

5015

Painter’s Palette

5240

Journalism

5022

Photography

5982

Basebal /Softball

5001

Basketba l

5002

Cheerleading

5003

Football

5004

Golf

5005

Soccer

5006

Tennis

5008

Track/Cross Country

5009

Volleyball

5010

Wrestling

5130

Crew

5976

Diving

5977

Fencing

5978

Figure Skater

5979

Flag/Color Guard

5980

Motocross

5981

Surfer

5983

Weightlifting

9001

Danceline

9007

Bowling

9025

Gymnastics

9006

Dance Shoes

5013

Hockey

5014

Swimming

5258

Lacrosse

5241

Field Hockey

5360

Equestrian

5242

Snowboarding

5361

Skateboarding

5246

Martial Arts

5362

Bulldog

5363

Pawprint

5364

Eagle

5365

Wolf

5247

Dolphin

5248

Ram

9073

Lion

9074

Bull

9078

Dragon

9042

Deer/E k

9051

Yin Yang

5023

Star &Crescent

5255

Star of David

5256

Cross

5257

Peace Symbol

5012

Maple Leaf

5366

American Flag

5367

Butterfly

5253

Hearts

5018

Smile

5021

Clover Leaf

9028

Rose

9036

Palm Trees

9037

ICON CODE ICON CODEICON CODE ICON CODEICON CODE ICON CODE

Add up to 4 icons on your yearbook

Yearbooks with a personal touchWhen you bundle personalization with the yearbook, it’s the best of both worlds. You can afford to create your dream book, while giving your students a more unique book to help them complete the story of the year. Ask your Jostens representative to help you get started today.

©2009 Jostens, Inc. 09-0951fall 2009 | Issue 64 | 1

09-0660 Fall Adviser and Staff_PF.indd 2-1 9/21/09 10:38 AM

A great yearbook serves as a memory book time capsule.

A great yearbook features every student at least three times.

A great yearbook showcases photos that capture personalities and tell stories.

A great yearbook engages readers with an opportunity for content submission.

A great yearbook features a custom cover capturing the school’s personality.

A great yearbook covers the entire year.

A great yearbook identifies students in every photo and provides an accurate index.

A great yearbook meets production deadlines with quality work.

A great yearbook plans and tracks a balanced budget.

A great yearbook builds school tradition with a distribution celebration.

The following pages are packed with ideas and action plans for creating the most dynamic, relevant and inclusive yearbook your school has ever seen.

Let’s get started.

FALL

Let’s get started on reinventing the old “annual.”A great yearbook is dynamic, relevant and inclusive.

It’s time to rethink, reevaluate and reinvent the high school yearbook. If your yearbook still pretty much has the same content and format it had in 1990, it’s time to reinvent the old “annual” and turn in into a contemporary yearbook for the 21st century. A contemporary yearbook for the Facebook generation is packed with exciting content that involves the entire school community.

photo by olivia cote, marian high school, bloomfield hills, mI; Janice cislo, adviser fall 2009 | Issue 64 | 3


Jostens recently claimed the prestigious

best of category “benny” award while

sweeping five of the eight awards in

the school Yearbook category of the

2009 premier print Awards.

This highly competitive international competition is sponsored by the Printing Industries of America [PIA].

More than 5,000 entries vied for this year’s Premier Print Awards. The publisher and the client are both recognized.

First launched in 1950, this esteemed awards competition recognizes outstanding work in the printing industry. For nearly six decades, printing companies from the United States, Canada, Mexico, South America, Australia, China and other countries have submitted their best work in hopes of earning a coveted Benny, the competition’s highest honor.

Submissions are evaluated on the design elements that make the piece graphically appealing. Winning entries must meet stringent criteria, including even application of color, registration, degree of difficulty and the absence of obvious printing flaws.

One Best of Category “Benny” award is awarded each year, and only if the judges determine that an entry sufficiently evidences the superlative quality required to qualify for this high level of recognition. Winners receive a bronze statuette of American inventor and patriot Benjamin Franklin.

Additionally, finalists in each category earn an Award of Recognition plaque, a first-place designation reserved for only two percent of all entries.

The second-place Certificate of Merit

designation is conferred upon only five percent of all entries.

The entries submitted by Jostens earned five of eight possible awards in the School Yearbook category, including the coveted Benny award and four Certificate of Merit awards.

The 2009 Benny in the School Yearbook category was awarded to the 2008 Aegis, produced by the yearbook staff at Dartmouth College, Hanover, NH.

The following yearbook publications earned a Certificate of Merit in the School Yearbook category:

The 2009 La Vie, Penn State University, University Park, PA

The 2009 Finest Hours, Winston Churchill High School, Potomac, MD

The 2008 Howitzer, United States Military Academy, West Point, NY

The 2008 Chanticleer, Duke University, Durham, NC

From the expertsspotLIght

Best of the best Jostens, Dartmouth College earn prestigious PIA “Benny” Award

YeArbook pArent booster cLubs mAke LIFe eAsIer For AdvIsers, stAFFsAthletic teams, the band and the choir all have one, so why not the yearbook? With the multiple activities, deadlines and responsibilities of the yearbook adviser and staff, organizing a parent booster club makes more sense than ever.

publicize a brief meeting at open house, using email or snail mail to encourage each parent to get involved. consider partnering with your newspaper and other publication staffs to allow for as much parent involvement as possible. If the group is small in numbers, no worries. explain the vision and goals of your staff/department and let them run with it.

parent booster clubs plan and execute fund-raisers, deadline parties, end-of-the-year banquets and much more. If you spark the fire, the group will give back more than you imagined.

trY thIs: A great fund-raiser for a booster club is a spaghetti dinner. parents and staffers contact local restaurants and grocery stores for all supplies. A parent or staffer designs the tickets and publicity poster. each staffer agrees to sell a specific number of tickets to the dinner. the club parents work with the administration on a location (school cafeteria) and on recruiting required school personnel for the event. staffers help serve the meals, bus dirty tables and clean up after the event.

For questions or comments, email [email protected].

tracking yearbook sales successJostens salutes The Tracker staff at

Overton High School in Memphis, TN, advised by Shannon Marszalek, for being one of the many outstanding yearbook staffs across the nation who have set their book sales goals and posted them prominently.

As you settle into the fall routine, it is not too late for your staff to set its yearbook sales goal and to track and celebrate your progress throughout the year.

Jostens provides a staff goal poster in the Sell It! Kit in the Jostens Yearbook Kit. If this important poster isn’t yet displayed on your yearbook room wall, dig it out of your kit, set your yearbook sales goal and ask your student yearbook business manager to update your progress on a regular basis. Also, don’t forget to enter your sales goals into YBM Connect on Yearbook Avenue.

“YeArbook Is A busIness. settIng goALs And trAckIng

them Is An essentIAL component oF AnY successFuL

busIness. thIs Is WhAt Is meAnt bY reAL WorLd experIence

In the cLAssroom!”

—shannon Marszalek, adviseroverton High school, Memphis, tn

tInA cLeAveLIn

4 | fall 2009 | Issue 64 fall 2009 | Issue 64 | 5


Your Story

Our Story

Conversations, blogs, podcasts, movies, books, theater productions and television shows all rely on compelling storytelling. And so does journalism. Yes, journalism.

Without stories, journalism would be just a dull rehash of events, facts and figures. Since factual information is the cornerstone of credible journalism, the stories told by reporters and photographers are true, which makes them even more interesting.

Compelling stories focus on interesting people who find themselves in everyday or extraordinary situations. Compelling stories feature interesting plots that often reveal emotion or conflict.

A good yearbook is all about stories. Photographers capture visual stories. Reporters tell verbal stories. And, designers marry the verbal and visual components to tell [y]our story.

there’s nothing like a great story. From the time we are very young, stories

are a vital part of our lives. bedtime stories are a highlight of childhood.

Listening to parents, grandparents and great-grandparents tell stories

about life “back in the day” brings generations together.



Your storyPutting people first means featuring every student not once, not twice, but at least three times in the yearbook. By focusing on students as unique personalities, the yearbook becomes more personal and meaningful and tells YOUR story.

n Portraits record each student attending the school.

n Candid photos capture students doing interesting things.

n Personality features and quotes reveal interesting tidbits about people.

n Recognition ads feature childhood photos and family messages.

visual storiesWhen it comes to photographic stories, readers admit they can’t get enough.

Careful consideration must be given to each photo’s storytelling capabilities. When you take the time to be choosy, you avoid dull repetition.

Storytelling photos need to be relevant, intimate, personal and entertaining.

Not only do photos need to tell unique stories but also they must be of high technical quality. Check for image clarity and focus. Avoid grainy, fuzzy photos. Use a mixture of close-ups, group and individual candids. And always remember to include action/reaction photos.

Be sure to select photos that bring the visual story to life from multiple points of view.

daredevil sports, an interesting story idea, provides dynamic opportunities for both visual and verbal storytelling. visually, action photos capture nine students enjoying off-campus action sports ranging from surfing to paintball. to expand coverage, a quote presentation appears on the left and features stories and photos from six additional students.

inspiration, barbara goleman senior high school, miami, FL

Yearbook journalists should report on the interesting personalities walking the halls of the school. A dynamic portrait and an action photo of this ninth-grade piano guru performing at carnegie hall visually capture his personality. verbally, an easy-to-read story using a question/answer format further highlights his personality by using his responses as answers.

Marksmen, st. mark’s school of texas, dallas, tx

Featuring a unique and personal approach, the profiles in the senior section are personal statements handwritten by the featured student and overprinted directly on an environment portrait. As a result, the verbal and visual content effectively works together to tell an easy-to-read story that truly captures each student’s personality.

details, Whitney high school, rocklin, cA

A horizontal photo strip, featuring nine photos, runs across every spread, with the exception of the people and advertising pages. For best results, photos are tightly cropped to clearly see the faces and the people are identified. this cross-country spread uses six, detailed quotes from athletes to capture their individual stories. Large action photos, and a traditional feature story, capture the entire team’s story.

thalassa, san clemente high school, san clemente, cA

photography is the most powerful storytelling device on a yearbook spread. Large, action photos are the focal point of each divider and capture emotion in motion. A strip of five photos supplements the dominant photo. For a more personal approach, the copy features first-person comments from four students — one from each grade.

Hornet, bryant high school, bryant, Ar

Allowing readers to submit photos for possible publication in the yearbook increases interest and sales of the publication. the flashlight features a “candids magazine.” students who purchased a yearbook could submit two photos to be featured on the candid spreads. more than 100 students submitted photos.

flashlight, Abilene high school, Abilene, tx



verbal storiesWhat would a song be without lyrics? A movie without dialogue? A text message without text?

Yearbook spreads need verbal, or word, stories to complete readers’ interactive experience.

However, you don’t have to write Gone with the Wind to captivate readers. Brief and to-the-point is often better in a yearbook anyway.

There are many ways to tell a good story — and many story formats from which you can choose — and still keep readers avidly turning the pages.

As long as you enrich your prose with facts, figures and feelings, your story will be worth repeating.

our storyWhile personal stories are often the

most interesting, students are also a part of the broader school community. Whether we are competing on a team, joining a group or attending classes, the yearbook also tells OUR story.

n Team and groups shots showcase students who are involved in sports and organizations.

n Seniors are often recognized with larger portraits and sometimes a class photo or other class-specific coverage.

n Activities and events that are widely attended by the school community need to be covered in a meaningful way.

n World Beat recaps national and world happenings that directly or indirectly touched the lives of everyone in the school.

A whole book link, featuring everyone in the school, runs along every spread and coordinates with the yearbook’s “element” theme. A descriptor word is displayed as an “element” for each student and is accompanied by a photo.

A whole book link not only provides interesting, theme-related content, but also it is a space-efficient technique for including a lot of students in the yearbook.

Arcadia, West shore Junior/senior high school, melbourne, FL

simple yet effective, a timeline approach to the scoreboard allows 15 additional photos to be featured, providing a visual recap of the season. to personalize the story, direct quotes are liberally used throughout the spread. on the left page, three players share their memories of the season. on the right page, four separate topics are presented, each with a direct quote and an action shot of the player quoted. the Prowler, Justin Wakeland

high school, Frisco, tx

coverage of events, both in and out of school, should focus on students and their stories. In 2008, many teens were passionate about the presidential election. Instead of focusing on candidates mccain and obama, who obviously don’t attend kirkwood high school, the Pioneer staff focuses on students involved in the campaigns. An “A day in the Life” timeline follows a first-time voter to the polls. A sidebar called “the Whole story” runs along the right side of each spread and features photos of students and teachers along with their opinions.

Pioneer, kirkwood high school, kirkwood, mo

Infographs are a great way to involve lots of students in the story. In this case, 97 students were polled about their favorite social sites, with Facebook being used by 71 percent of those polled. In addition to a traditional feature story showcasing quotes from students, a dynamic visual is used as a dominant element and includes two cut-out-background [cob] photos with in-depth quotes from those students discussing how technology impacts their lives.

the Chase, chase county high school, cottonwood Falls, ks



Competition was intense with only 115 winners selected from more than 8,000 entries received from high school and junior high/middle school student photographers in the nationally acclaimed Jostens Photo Contest. The annual competition is co-sponsored by Jostens and Wolfe’s Camera.

Judges for this year’s Photo Contest were:

Jill Chittum, yearbook adviser, Blue Valley High School in Stilwell, KS, and a former photographer and photography editor for the Wichita Eagle newspaper

Jeff Kocur, yearbook adviser, Hopkins High School in Hopkins, MN

Mike McLean, professional photographer and owner of McLean Photography in Dallas, TX, who got his start in photography working on his high school yearbook

This year’s winning photographs will be featured in the 2010 Gotcha Covered Look Book and are currently posted on Jostens.com and YearbookAvenue.com. The Grand Prize and First Place winners are showcased on these pages.Vi

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Grand Prize: Watch your language, madison hoeft, cedar valley middle school, Austin, tx; nikki dowd, adviser

Award-winning photographers use their cameras to capture compelling stories.



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fall 2009 | Issue 64 | 15


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From the experts

creAte It, prooF It, And noW seLL It! use compLeted pAges to seLL booksevery staff member should want to be a part of the business team since each has self-interest in promoting and selling the yearbook. editors, as well as staff members, work far too hard in planning and producing each part of the concept, coverage, content and design of the yearbook not to work smart and make sure that everyone in school has the desire and opportunity to buy it.

make the promotion and selling of the book the culminating activity in the spread completion process. Innovative advisers and editors require staff members “to promote and sell” their spreads to those groups and readers who appear on them.

You will need a business manager to oversee the process; however, all staff leaders should recognize the importance of making this final connection with readers to better guarantee they become buyers.

trY thIs: If the spread features organization or team coverage, then create a flyer using photographs from the spread or the spread itself with a club/team specific order form. For an individual coverage opportunity, print out the page, circle the non-buyer you want to approach, and send with an order form for easy purchase. distribute in a variety of ways to create and maintain yearbook buzz: delivery through the office, personal carrying by staff members, posting on car windshields, stuffing in lockers, and so on.


running a bona fide business is just one of the valuable real-life lessons

acquired by working on the yearbook.

The Jostens Yearbook Business Manager Contest recognizes the hard work and critical contributions made by the yearbook business manager and team.

Yearbook business managers from across the country submitted a detailed contest entry application form, demonstrating and documenting their success in four critical business-related areas: (1) execution of five yearbook sales and marketing phases and distribution event; (2) efforts to go above and beyond to creatively enhance existing promotional phases; (3) ability to set and work within a budget to meet sales and revenue goals and objectives; and (4) success at increasing yearbook sales.

Applications were judged by a panel of business and journalism professionals from across the country.

The exceptional work of 11 students claimed the top spots. This year’s winners are:Grand Prize: matthew simmons, West nassau high school, callahan, FL; brian simmons, adviser

First Place: kyla dierking, Westview middle school, Longmont, co; kim pruett, adviser

kiersten smith, starr’s mill high school, Fayetteville, gA; patt coleman, adviser

Second Place: mark selvaggi, salesianum school, Wilmington, de; elizabeth diemer, adviser

marlee (briana) thompson, east Jackson comprehensive high school, commerce, gA; Laura boswell, adviser

erin Finan, scotch plains-Fanwood high school, scotch plains, nJ; Julie Whitty, adviser

brittany corl, state college Area high school, state college, pA; rebecca thorsen, adviser

paulina paczkowska, Johnston middle school, houston, tx; tobi Arsham, adviser

kelsey tuggle, Las vegas Academy, Las vegas, nv; carol medcalf, adviser

Ana raineri, mountain view high school, Loveland, co; Amy White, adviser

brandon nieberger, thompson valley high school, Loveland, co; selene peck, adviser

grAnd prIze proFILe

Buy the book

busIness

Understanding the importance and power of a consistent, targeted marketing campaign, the winning entries in the yearbook business manager achieve results.

accomplish this, he prepared a PowerPoint show and presented it during freshmen and new student orientation. He posted yearbook pricing posters around the school and hung a large banner in the cafeteria. He placed road signs along the “Yearbook Avenue” hallway. Before the first day of school, he had sold 15 books.

After classes started, he launched a special promotion to increase awareness of the new basic and deluxe yearbook packages

being offered for the 2009 book. Anyone ordering a book on or before the school’s open house earned an entry in a drawing for the chance to win one of these packages.

Creating a buzz became the driving force behind Matthew’s promotional efforts.

During the holidays, Matthew sold yearbook gift certificates, starting at $5, which could be used as stocking stuffers and applied toward the purchase of a yearbook.

Experience had taught him that his target market responded well to coupon offers. Matthew created $5-off yearbook birthday gift certificates, targeting students celebrating birthdays during January, February and March.

In February, Matthew collaborated

with the school’s Beta Club to implement a Valentine’s Day promotion that tied the yearbook with the club’s “Relay for Life” candygram program. Students ordering a book within the first two weeks of February could send five free Valentine’s Day candygrams to other students or teachers.

In addition to spearheading the marketing and sales drives, Matthew tended to his daily business manager duties, handling the budgetary details of the yearbook program.

He wrote promotional pitches for morning announcements and updated information on the school’s website. He sent out personalized letters to students who appeared in the book multiple times. He ran a “What page are you on?” campaign and posted sneak previews of yearbook pages in a glass-enclosed bulletin board near the yearbook room. He hung promotional posters and banners in the hallways, in the cafeteria and in the stands at football home games. He re-instituted a “Sponsor a Yearbook” program in which local businesses bought yearbooks for students who couldn’t afford one.

creAtIng A buzz becAme

the drIvIng Force behInd

mAttheW’s promotIonAL

eFForts.

Matthew Simmons, West Nassau High School, Callahan, FLBrian Simmons, yearbook adviser

Creating fresh marketing and sales strategies to complement previously proven campaigns helped senior Matthew Simmons increase yearbook sales and earn back-to-back Grand Prize honors in the Jostens Yearbook Business Manager Contest.

In 2008, Matthew’s efforts increased yearbook sales from 475 to 600 copies.

In 2009, even with the country experiencing an economic slowdown, he set his sights on selling 645 books.

“Matthew’s creativity along with the variety of methods he used to market the yearbook and relay messages to the student body amazed me once again this year,” said Brian Simmons, yearbook adviser.

One of his 2009 goals was to launch his yearbook promotional campaign before the school year started. To

John cutsInger



From the experts

4. Show a sample ad idea.Before you call on an advertiser, create a sample ad for their business. A sample ad is a great tool for increasing sales. Prepare the sample ad using pencil sketches or quick computer designs.When you meet with the advertiser, show the sample ad you have designed for their business and ask for feedback/comments. Be open to their suggestions.

3. Sell the ad sizes & prices.Explain the ad rates and sizes offered. Give the business owner a copy of the rate card. Show a sample page with the ad sizes drawn out so customers can see the actual sizes and shapes of ads.

5. Overcome objections.If the advertiser says they cannot

afford an ad, remind them that even

the smallest ad is an investment

that enables them to reach out to

the buying power of the yearbook’s

student market.If they say that students aren’t

their target market, remind them

that parents, grandparents, staff

and faculty members also purchase

the yearbook.

From coast to coast, people are feeling the pinch

of challenging economic times. companies

nationwide are tightening their belts and keeping

a watchful eye on their bottom lines as they grapple

with the dreaded r-word. Families, too, are paring

back on their monthly budgetary outlays.

AdvertIsIng

10 tips for great ad sales

2. Meet with the right person, the decision-maker.Make the initial contact, in-person, by going to the business and meeting with the individual making the ad-buying decisions. Do not telephone or send an email.

If that decision-maker is out or unavailable, leave a business card or a yearbook ad information sheet. Ask the receptionist if you can arrange an appointment for a later time. Jot a personal note to the decision-maker on the card or sheet saying you will call back at that scheduled time.

Professionalism and persistence are key to selling business ads during tough economic times

This fiscal fallout is felt by yearbook staffs as well. Selling ads to generate revenue has become increasingly important. While some businesses might be more reluctant to buy yearbook ads this year, others realize that reaching out to potential customers has never been more crucial.

Even during tough economic times, people will still buy goods, like yearbooks, with which they feel an emotional connection. By supporting a publication

9. Say “Thank you.”A sincere thank you is a professional way to complete the selling presentation. Express gratitude to the advertiser for his/her time, even if the business does not purchase an ad.

10. Life after the sale...Once you’ve closed the deal and have your signed

ad sales contract in hand, send a thank you note to

the advertiser. After the ad proof is ready, follow up by bringing a

copy of it to the business so that the decision-maker

can O.K. the content and design prior to printing.

When the yearbook is printed and distributed,

be sure to bring a copy to the business to show them

their printed ad in the final product. Doing so will help

you create a congenial and professional relationship

with the advertiser, making it easier to foster repeat

business. Next year, when it comes time to sell ads

once more, they’ll remember you and (hopefully)

purchase an ad again.

8. Get complete information.Be thorough. Take the time to obtain all the necessary information during the sales call: type of ad; size and price; copy suggestions; logo, photo, or art instructions; business name, address, and phone number; payment status; customer signature on the contract.

Be prepared to tell the advertiser what the ad will cost and to collect a check for the amount that day, if possible. If your staff plans to bill, clearly state how billing will be handled.

7. Ask for the sale.Be sure you actually

ask prospects to buy

an ad. At this point,

avoid asking a “yes-no”

question, such as “Do

you want to purchase

an ad?” Instead, ask:

“Which size ad would

be most useful to you

this year?”

6. Talk benefits.Give the advertiser an information sheet that provides

an overview of your yearbook and the benefits of

purchasing an ad in your publication. Show the

decision-maker a recent copy of the yearbook. Be sure you tell the advertiser about your

publication’s circulation figures. Indicate how many

copies of the yearbook you sell. Provide information

about the target audience (teens, their parents and

family members, staff and faculty members, members

of the community). Reinforce how buying an ad enables the business

to reach this extended audience as well. Talk about

student purchasing power. If you have done a student

spending survey, be sure to show the survey results.

that reaches hundreds of student buyers, businesses that place ads in yearbooks are investing in goodwill. More often than not, this goodwill translates into long-term potential sales of the products and services offered by these companies.

Here are some ad sales tips for weathering the fiscal storms and transcending the economic downturn.

themAtIc LInks promote conceptuAL unItY And expAnd YeArbook coverAgeWhen your staff begins the brainstorming process to create and develop just the right theme, don’t forget to design a variety of secondary coverage modules that will provide opportunities to feature students in your book.

these packages might include quote areas, timelines, questions/answers, quizzes, infographs and lists. Always try to include spaces for lots of photos in these designs.

be sure to title each module with a small headline using words related to either the book’s theme or the spin-off title of the section. If the book’s theme is “outrageous,” the staff might use phrases with either “out” or “us” featured in the titles, such as “outspoken” or “m’us’t haves.”

students might use these throughout the book or choose to tie the module headlines to the specific sections. For example, if the academics section title is “out of your mind,” the staff might use “outtakes” or “mind over matter” as headlines for quote areas in that section.

trY thIs: use an idioms resource to find all words and phrases that relate to your theme concept. List those that relate to the entire book and uncover ways those titles might relate to the modules you could include throughout the book.


1. Make a good first impression.When you enter the business, you’re representing not just the yearbook staff, but your entire school. When you meet the decision-maker, be courteous. Smile and start with a firm, yet friendly, handshake. Clearly introduce yourself as a member of the yearbook staff. Present your business card. Use language appropriate to a business transaction. Avoid slang or casual/conversational words and phrases.

Your appearance should be neat and professional, appropriate to a business situation. And while you don’t need to wear business suits, avoid shorts, tattered jeans or flip flops.

LAurA schAub



)( From the experts

shAnnon WILLIAms

pLAnnIng Is the keY to hookIng reAders WIth A vIsuAL, verbAL connectIonYou have just a fraction of a second.

that’s how long a designer has to grab non-interested readers and draw them into content. casual teen readers fall into three categories: (1) those with a direct interest in the content; (2) those who have an indirect interest in the content; and (3) those who need to be sold on the content.

Look at the football spread, for instance. players will naturally spend time reading it because they were on the team. students who went to the games may quickly check out the photos. to draw those students into other interesting elements, consider using graphics, colors and screens.

students who are not interested in football need striking verbals— interesting content like factoids, glossaries, how-tos and more to be joined with visuals like charts, graphs and artwork.

trY thIs: planning is the key to making a great verbal/visual connection. brainstorm every possible angle for the activity or event and then determine the best format using the story planning Form found on Yearbook Avenue.


AdvertIsIng

to design an advertising section that wins with readers and advertisers, focus on readers by including photos and interesting content.

A. Featuring a photo greatly increases readership of this creative, full-page advertisement. this orthodontist poses with his patients who are graduating.

b. to support the “It’s Who We Are” theme, a whole-book link runs along the bottom of every spread. to add reader interest, the whole-book link runs through the advertising section, which adds reader-submitted quotes, photos and art.

c. combining advertising and content creates a dynamic special section. student artwork along with quotes and photos of the artists and candid photos are displayed with ads on creative bulletin-board design.

d. Features on students are displayed in a dynamic way throughout this advertising section, increasing coverage and adding interesting content.

e. by featuring people, with emphasis on students from the school, this advertising section presents dynamic half-page photo ads that interest readers and please advertisers.

e. echo, sanger high school, sanger, cA

A. saga, Loudoun valley high school, purcellville, vA

b. sakamow, riverside high school, greer, sc

c. Golden Aerie, Astronaut high school, titusville, FL

d. Marquis, Lafayette high school, Williamsburg, vA



resources onYeArbook Avenuedownload resources coordinating with this issue of Jostens Adviser & staff magazine.

Advisers and staffs working with Jostens will find a wealth of resources on the Yearbook Avenue website including exclusive content that coordinates with this edition of Jostens Adviser & staff magazine.

After logging-on to Yearbook Avenue, go to educate > publications to download the following resources that coordinate with this issue:

n A “Great Yearbook” powerpoint presentation lists the 10 points on page 3 for a classroom discussion.

n A “[Y]our Story” powerpoint presentation features the 10 yearbook spreads featured on pages 8-11. consider showing these spreads to your yearbook class and discussing the details mentioned in the captions.

n A “Jostens Photo Contest” powerpoint features the grand prize and First place winners featured on pages 12-15. to view all of the images honored in the Jostens photo contest, visit: josten.com/yearbook.

n A “Jostens/Adobe Design Contest” powerpoint features all 25 winning designs including the designs featured on page 16.

n A “Jostens YearTech Online Yearbook Design Contest” powerpoint features all 24 winning designs including the designs featured on page 17.

n A “Jostens Yearbook Business Manager” pdF profiles the First place entries submitted by kyla dierking and kiersten smith in addition to the summary of matthew simmons’ grand prize entry featured on pages 18-19.

n An “Advertising Gallery” powerpoint features the five examples of advertising sections featured on pages 22-23.

When thousands of delegates gather in Washington, D.C., for the JEA/NSPA Fall National High School Journalism Convention, several Jostens customers will be recognized for their national contributions to scholastic journalism.

Mark Newton, Mountain Vista High School, Highlands Ranch, CO, will be among five individuals honored with the NSPA Pioneer Award. The Pioneer Award recognizes substantial contributions to scholastic journalism outside regular job requirements as well as service to NSPA and its programs.

Michele Dunaway, Francis Howell Senior High School, St. Charles, MO, will receive a JEA Medal of Merit Award. Including Dunaway, four Medals of Merit will be awarded to JEA members who have made significant contributions to scholastic journalism.

Carol Richtsmeier, Midlothian High School, Midlothian, TX, and Ray Westbrook, St. Mark’s School of Texas, Dallas, TX, are among

nine educators recognized by the Dow Jones Newspaper Fund as part of its High School Journalism Teacher of the Year awards program. Richtsmeirer and Westbrook are among four teachers being recognized as Distinguished Advisers.

In addition to four advisers, John Cutsinger of Jostens is one of five individuals being recognized with the JEA Friend of Scholastic Journalism Award. The honor is given to any individual or group making a significant contribution to scholastic journalism.

These award winners will be honored at the convention Adviser Awards Luncheon on Saturday, Nov. 14.

Jostens is a convention sponsor and will once again create press passes for delegates in the Exhibit Hall on Thursday and Friday, Nov. 12-13.

To download a convention registration booklet, visit JEA at jea.org or NSPA at studentpress.org.

Jostens customers will be recognized for their national contributions to scholastic journalism at the JEA/NSPA Convention, Nov. 12–15 in Washington, D.C.

Red, White & TRUE

Michele DunawayJeA medal of merit

Ray WestbrookdJnF distinguished Adviser

John CutsingerJeA Friend of scholastic Journalism

Mark NewtonnspA pioneer

Carol RichtsmeierdJnF distinguished Adviser

over & out

You can Win $1,000! enter the

Jostens Yearbook commercial contest.

create a commercial to promote your school’s yearbook. share it, view it and rate it to earn points.

If your commercial earns the most points, you will win $1,000 cash. Along with the cash prize,

19 students will also win an ipod® touch.

Yearbook Business Managers If the winning video is from your school and

you have submitted a Yearbook business manager contest entry form, you and

your staff will each win $1,000.

to enter, visit jostens.com/videocontest

Your story. every story. one yearbook.©2009 Jostens, Inc. 09-095024 | fall 2009 | Issue 64


Ad CreationMade Easy

use your time and talents to create an amazing yearbook. Leave the ad creation to us. parents can submit photos and text online or by mail and we’ll build the ads for you. We even handle parent calls and payments. then you can proof and edit the ads and monitor your ad sales at yearbookavenue.com.

What are you waiting for? contact your Jostens Yearbook representative to sign up for Jostens Ad service program and let us do the rest.

Parents and students can choose from a variety of ad layouts.

©2009 Jostens, Inc. 09-0949

3601 Minnesota Drive Suite 400Minneapolis, MN 55435

presorted first-class

mailus postage

paidowatonna, mnpermit no. 110

Attn: YeArbook AdvIser

09-0660 Fall Adviser and Staff_PF.indd 4 9/21/09 10:40 AM

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