n staff THIS ISSUE - Jostens | Yearbooks, Class Rings ... Yearbook publishing is the ultimate,...

adviserstaff

I S S U E 6 1 | S P R I N G 2 0 0 8

Th e 2008 yearbook is fi nished. Now what?

Technology expands page design creativity, effi ciency.

Inspiring, encouraging, educating and equipping yearbook journalists.

THIS ISSUE: Chronological yearbooks: Reader-friendly and practical.

Making a fi rst impression with a dazzling cover design.

GRAND PRIZE WINNER: Shannon Soule, Westlake High School,

Austin, TX, earned top honors in the 2007 Jostens Photo Contest.

Check out all the First Place winners on Pages 12–13.

FROM THE EXPERTS

Jostens Adviser UniversityJoin us for a highly acclaimed professional development workshop exclusively for high school publications advisers.

Saturday, June 21 to Tuesday, June 24, 2008Nashville Airport Marriott Hotel

• Workshop courses allow for in-depth, specialized instruction. • Breakout mini-sessions allow for quick training on a variety of topics.• Workshop faculty features respected experts in scholastic journalism.• Technology tips and tricks will be presented during evening sessions.• A yearbook plant fi eld trip to the Jostens Clarksville, TN, facility is offered.• Academic credit, both post-baccalaureate and graduate, is available for those completing course requirements.

Registration information available at www.jostens.com/jau

In its second year, Jostens Adviser University is geared to both beginning and experienced advisers. And since the focus is on strategies and methodologies, advisers working with any yearbook company will fi nd the curriculum relevant.

12 GalleryGreat photos come down to three simple things: good light, good composition,

great emotion. Check out the Grand Prize and First Place winners from the

2007 Jostens Photo Contest.

14 Adviser RoundtableAdviser & Staff magazine asked six yearbook advisers to tell us what happens

in their yearbook classes after the fi nal yearbook pages are completed.

16 BusinessYou’ve put a lot of hard work, passion and energy into creating an amazing

yearbook. You owe it to your staff and the school to celebrate your

accomplishment with a yearbook distribution event.

18 TechnologyWhether creating pages using InDesign with Jostens YearTech or using the

Internet with Jostens YearTech Online, new technology upgrades for 2009

give your staff the creative edge.

20 Staff Profi leSomething’s abuzz in room 203 at Cocalico

High School in Denver, PA. Th e hum of activity

is what adviser Joe Vulopas has come to expect

from his Talon yearbook staff .

22 Award WinnersTh e two national press associations recently

announced the yearbook fi nalists in their

journalism competitions.

24 The Last WordIt was third period and class was in session at

Moscow High School, Moscow, ID. It wasn’t a

calculus class. It wasn’t English literature. It

was far more serious. It was yearbook and the

Bear Tracks staff was on deadline.

© 2008 by Jostens, Inc. [07-0828] Printed in U.S.A. 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 Direct Solutions, Jostens Yearbook Avenue, Jostens YearTech, Jostens YearTech Online, Page Surfers, and Yearbook It! are either registered trademarks or trademarks of Jostens, Inc.

2 7 C’s: The yearbook game planBy focusing on the 7 C’s, your staff will have an awesome educational experience while producing a relevant yearbook that connects with its readers.

WELCOME TO JOSTENS ADVISER & STAFF

MAGAZINE — THE LARGEST-CIRCULATION

MAGAZINE IN THE WORLD DEVOTED

ENTIRELY TO PRODUCING AND MARKETING

YEARBOOKS. YOUR SUBSCRIPTION IS

PROVIDED COMPLIMENTS OF YOUR LOCAL

JOSTENS REPRESENTATIVE.

adviserstaff

I S S U E 6 1 | S P R I N G 2 0 0 8

From 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 more than 100 years combined experience. Learn from the experts in this issue:

Page 9: Tina Klecka Page 11: Shannon WilliamsPage 17: John Cutsinger Page 19: Mark Herron1: Laura Schaub

4 Chronological yearbooksA reader-friendly and practical approach to telling the authentic story of your school year.

10 Subtle simplicity

Versatile and creative, contemporary cover design

can be summed up in a single word: simplicity.

F E A T U R E S :

EDITOR IN CHIEF:Gary Lundgren

MANAGING EDITOR:Mary Saracino

PROJECT COORDINATOR:Stephanie Wiegert

ART DIRECTOR:Sigrid Lindholm

PRODUCTION ARTIST:Leslie Dimond

CONTRIBUTORS:A.J. Boudrie-MendezChristine BrandellBetty BaconRick BrooksJoanne ChapuranJohn CutsingerAndrea DaileyMitch Eden

Hannah EshlemanAlison FetterJennifer GarnerMark HerronTina KleckaJeff KocurKerry LowellDebra NebelLaura SchaubMark SchledornMargaret SorrowsJoe VulopasChris WilliamsShannon 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

■ Class: Yearbook publishing is the ultimate, outcome-based

academic experience, training students in a wide variety

of areas including journalism, leadership, technology,

marketing, sales and public relations. A diverse staff

with many diff erent interests and skills will be the most

successful.

■ Cover: It’s true, we do judge a book by its cover. Make a

positive fi rst impression on your readers by designing a

unique cover with a look and feel that refl ects your school

community.

■ Chronology: Presenting the story of the year using a

chronological approach makes sense for both your readers

and your staff . Readers appreciate having the yearbook

organized in the order that the year unfolded. For the staff ,

a chronological approach allows pages to be produced with

a more logical workfl ow while making it easier to complete

printing multiples and signatures.

■ Content: Feature every student in the yearbook at least

three times while presenting stories that refl ect the

richness, diversity and interesting elements of your

school. Break out of the yearbook room to photograph

and interview your student body. And don’t forget that all

students, not just those on your staff , can contribute photos

and stories to the yearbook.

■ Community: Interest in your yearbook extends beyond

the hallways of your school. In many towns, the entire

community has a sense of pride and ownership in the

yearbook. Engage parents, business owners and civic

leaders. Business and recognition ads both generate income

and allow the community to show its support for the school

and its students.

■ Commerce: Like your counterparts in the professional

newspaper and magazine publishing world, your staff needs

to sell its product. A table in the lunchroom is often not

the most eff ective way to reach today’s savvy consumers.

A host of tools are available from Jostens ranging from

e-commerce to direct marketing programs. However,

these cool tools need to be managed by a student business

manager with assistance and support from the entire staff .

■ Celebrate: A yearbook is a celebration of life, so why not

host a meaningful, school-wide distribution event? And

be sure to celebrate your success along the way. Th ere’s

something to celebrate in the yearbook room nearly every

day, so take a few minutes each week and refl ect on your

accomplishments.

Yearbooks, like schools, come in all shapes and sizes. No

two yearbooks are exactly alike, and that is what makes

them unique and special.

While each yearbook is a unique creation, there is a

game plan for yearbook publishing that works for every

school — big or small, urban or rural, private or public.

By focusing on the 7 C’s, your staff will have an awesome

educational experience while producing a relevant

yearbook that connects with its readers.

7 C’s:The yearbook game plan

Photo by Chris Williams, Shawnee Mission North High School, Overland Park, KS; Becky Tate, adviser

2 | SPRING 2008 | ISSUE 61

logical

Chrono

A READER-FRIENDLY

AND PRACTICAL

APPROACH TO

TELLING THE

AUTHENTIC STORY OF

YOUR SCHOOL YEAR

yearbooks

Students live their lives day-by-day, so it makes sense that storytelling

refl ects the ways in which your readers live in the real world.

Once your story ideas are developed and fi nalized, consider presenting

your yearbook spreads using a chronological approach.

A seasonal arrangement with four major sections — summer, fall, winter

and spring — is effective. Within those chronological sections, content

will still fall into these broad categories — student life, academics, sports

and clubs.

And what about the portraits and group shots? Since these popular

yearbook features don’t have a time element, they can be placed in a

“people” section.

Planning a chronological yearbook isn’t much different than building

a ladder diagram for a traditional section approach. On the following

page, you’ll fi nd information on a couple of useful forms to help you

organize the story of your year in a chronological format. >>

“I HADN’T REALIZED HOW

INFLEXIBLE TRADITIONAL

SECTION ORGANIZATION

IS COMPARED TO THE

CHRONOLOGICAL

APPROACH.”

“MAKING DEADLINES IS SO MUCH EASIER BECAUSE CHRONOLOGICAL FORCES THE KIDS TO STAY ON TASK.”

BY GARY LUNDGREN

4 | SPRING 2008 | ISSUE 61 SPRING 2008 | ISSUE 61 | 5

Margaret SorrowsBRYANT HIGH SCHOOL, BRYANT, ARChronological coverage totally creates

a content-driven yearbook, making the yearbook

a complete refl ection specifi c to the year. I like

the chronological approach. It is a great way to

tell the stories of one particular year, keeping the yearbook

fresh and specifi c.

Also, it was so easy to meet deadlines. Each month we

sent in more pages than required because it had happened,

and we covered it, so we sent it in. Also there was no last-

minute photo-taking.

Each month had a monthly divider page highlighting

the signifi cant events of that month.

Th e yearbook staff has to be organized. Th e photographers

have to be working a month ahead of the designers.

Sports were covered by season — fall, winter and spring.

Sports and organization group shots were placed in separate

sections at the end of the content pages.

Mark SchledornWEST SHORE JUNIOR/SENIOR HIGH SCHOOL, MELBOURNE, FLOur customers were generally pleased with

the chronological format because it made more

sense to them. Th e school year occurs, after all,

in chronological order.

Th e advantages to a chronological approach are many.

Most importantly, staff members cannot procrastinate.

We have four chronological teams of four staff ers. Each

chronological team has been chosen to include skilled writers,

designers and photographers. Each team knows that once its

week has passed, it is impossible to take photographs for the

assigned spread. As a result, each team is forced to plan better.

Th en, they have the luxury of choosing the best of what they

have covered for their spreads.

Th e 2007 book was my 16th as an adviser, and even though

it was one of the most comprehensive books I’ve ever advised,

meeting deadlines was never a problem.

Our customers, my staff and I all love the chronological

approach. Th ree years in, I can’t fathom going back to the

old way.

Debra NebelFATHER RYAN HIGH SCHOOL, NASHVILLE, TNOne of the main advantages of the chronological

approach is being able to cover things as they

happen. When setting up the ladder using the

section method, one cannot anticipate unexpected events and

happenings that inevitably occur. Th e chronological approach

gives more fl exibility.

Previously when we used a section organization, a staff

member who covered girls’ soccer would do the spread on girls’

soccer. With the chronological organization, several activities,

sports and events might appear on a spread.

Th e editors designed the chronological templates, and

then assignments were made by spread and module. Staff ers

received a printout of the spreads with placeholder text and

boxes for the pictures so they could see who was doing what

by module within each spread. Of course, modifi cations were

often necessary.

Chronological organization necessitates extreme

organization. Once you get a handle on it, though, it’s great!

YEARBOOK BUILDER: Before jumping head-fi rst into planning your ladder, take

a minute to complete this worksheet. By beginning with

accurate page counts, the job is much easier. Download a

copy of the Yearbook Builder at www.YearbookAvenue.com.

Success stories

CHRONOLOGICAL PLANNER: This planner will assist you in listing each story you will cover

in your yearbook and the seasonal section in which it will

appear. Download a copy of the Chronological Planner at

www.YearbookAvenue.com.

LADDER DIAGRAM: The Ladder Diagram is where all the details of your yearbook

come together. After completing steps 1 and 2, completing the

chronological ladder is easy. Download a copy of the Ladder

Diagram at www.YearbookAvenue.com.

TYING IT TOGETHERIRISH PRIDE, FATHER RYAN HIGH SCHOOL, NASHVILLE, TNDEBRA NEBEL, ELAINE DEMETER, ADVISERS

The trendy colors and square graphics used to introduce the

“Square Change” theme also unify the yearbook’s chronological

approach. The palette features four colors, with a color

incorporated into the design of each section. The greenish

color is used in the spring section.


ONE DAY AT A TIME:TELLING THE STORY OF THE YEAR AS IT HAPPENS IS LOGICALA hot trend that is quickly becoming the foundation for a new yearbook tradition is the chronological approach.

Readers have said they want more complete and relevant coverage of the full year. They said that representative coverage of major activities and events is not enough.

Those staffs who have tackled the chronological approach have discovered they cover more intimate stories of the year. Advisers also claim that chronological completion and submission of the book makes deadlines more logical and manageable, resulting in a less stressful environment. Organization ranges from weekly or monthly to seasons and semesters.

Procrastination is impossible with chronological coverage — yearbook transforms into an everyday activity. Editors and the adviser must implement strategies to promote coverage of both routine daily activities and important school events. Weekly coverage reports keep all staffers constantly engaged.

TRY THIS: Charge each staff member with the tasks of compiling coverage reports and taking pictures each week. Organize digital images by setting up a folder for each week. Inside each folder, make a folder for each story idea and include the photographer’s name. With information and photographs, chronological coverage takes on added depth and reader appeal.

For questions or comments, e-mail [email protected].

TINA KLECKA

FROM THE EXPERTS

The “One Year” theme nicely coordinates

with the chronological approach, but

places emphasis on the individual students

who come together as one school

community.

COVER:

Several visual “cool tools” are introduced

on the litho cover and carried inside

the yearbook for unity. Th e four colors

introduced on the cover coordinate with

the colors used to represent the summer,

fall, winter and spring sections. Small

strips of “seasonal” photos form a border

along the bottom of the four crowd shots.

A crowd shot is used of each of the four

classes. Th e brackets and fonts premiered

on the cover also repeat inside the book.

OPENING:Driven by the “One Year” concept, two

spreads are used to introduce the theme.

Th e fi rst spread focuses on the individuals

who come together as “one” school

community. Th e second spread focuses on

the “year” everyone experienced together.

Th e seasonal photos are a major element

on the second spread — setting the stage

for the dividers and section designs.

FALL DIVIDER:An orange-red color and a photo of colorful

leaves are cool tools that are used to

symbolize the fall section. Th e calendar

highlights key dates during the fall.

SPORTS:Th e same sports design is used in each

seasonal section; however, the color used

for the design changes to refl ect the color

for that section. Oversized numbers appear

on all spreads and highlight something

signifi cant that happened on that particular

day, in this case on 9/1.

DIVIDERS:Each of the seasonal sections is assigned

a color that is featured on the divider

and incorporated into the design of

that particular section. Each seasonal

divider features a cool photo calendar

highlighting content from the section.

ACTIVITIES: A second design is used in each section for

non-sports coverage including student life,

activities, academics and organizations.

Again, this design is used in all four seasonal

sections with the color changing in each

section. Th is spread features social studies

and history classes. Th e 10/31 sidebar

reports on a reenactment of a historical

battle in a Western Civilization class that

happened on that day.

IMPRINTS PAUL VI CATHOLIC HIGH SCHOOL FAIRFAX, VA EILEEN KILEY, ADVISER

Chronological close-up


Versatile and creative, contemporary cover

design can be summed up in a single word:

simplicity.

Infl uenced by design trends prominent

in popular culture — from magazines and

book jackets to the Internet and advertising

campaigns — today’s yearbook designers

reach outside the design box to create

covers that resonate with the tastes and

sensibilities of their teenage buyers.

Th ough the design emphasis is on

simplicity, you’ll never mistake that for

boring.

It’s subtle simplicity at its fi nest. Th ink

iPod. And Hooladander designs, those

vine-like, intricate swirling designs that are

sometimes tinted so lightly as to be nearly

invisible.

Movies and TV continue to impact

yearbook cover designs as well.

Color-tinted photos, like the ones used in

movie posters, are cropping up on yearbook

covers and crossing over into internal design.

Trendsetting ideas from TV ads for

programs like “Law and Order SVU” that

depict characters breaking through headlines

and titles are starting to show up in yearbook

design as well.

For cover colors, the hottest yearbook

designers are dipping into a wide spectrum

of options — ranging from understated

neutral shades and rich browns to shocking

yellow-green and jewel tones.

Metallic Pantone colors, in a variety

of shades from green to red, give a

contemporary edge to yearbook covers.

Adding super matte lamination to these

metallic inks lends a sheen that’s reminiscent

the soft eff ect and minimizes the risk of

having the covers scuff in shipping.

In the ever-expanding universe of

yearbook creativity, embossing has busted

out of the design box. More traditional

covers still utilize beautiful dies in which

color is registered to the embossing and

antiqued with hand-applied rubs. But

unique, new approaches include dramatic

cover eff ects such as applying embossing

to litho covers and registering to images,

graphics or text.

And last, but not least, new laser-cut

technology enables designers to cut virtually

any shape — letters, words, even complex

designs — into the cover, allowing designers

to create covers in ways that were previously

beyond the realm of possibility. &

SHANNON WILLIAMS

OLD ADAGE IS TRUE: MANY READERS DO JUDGE A YEARBOOK BY ITS COVERCreating a cover that clearly sets a tone and mood while conveying the theme can be both challenging and fun.

Most designers need look no further than their own living room or bedroom for design inspiration. Product packaging and design continues to be a fast-growing fi eld. Take inspiration from everything from a shampoo bottle to a cereal box.

Unique product and cover design comes when the yearbook’s overall tone is set. This can happen not only by using the right colors but by choosing appropriate typefaces, textures and special applications. Jostens cover creation capabilities are practically limitless.

Applications like foil, UV coating, varnish, graining, padded covers and more can give your book a unique look year-after-year.

TRY THIS: Using the resources at home including magazines, DVD covers, video game packaging and anything else you can fi nd, create a multi-tabbed scrapbook for cover ideas using these techniques:

■ Color: Find color swatches and organize them from warm to cool colors

■ Typeface: Find a variety of typefaces and organize them into sections for body copy, headline type, decorative typeface, etc.

■ Screens: Organize swatches with different texturized effects


FROM THE EXPERTS

THOUGH THE DESIGN

EMPHASIS IS ON

SIMPLICITY, YOU’LL

NEVER MISTAKE

THAT FOR BORING.

of the matted sheen fl ip-side of everyday

aluminum foil.

Super matte backgrounds with spot

UV application is ultra-trendy and ultra-

beautiful. Virtually every commercial

publication with a litho cover incorporates

this technique. Adding graining to these

super matte backgrounds simply enhances

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SPRING 2008 | ISSUE 61 | 13

“WE BEGIN PLANNING OUR BIG DISTRIBUTION EVENT BY ORGANIZING THE STAFF INTO COMMITTEES.”

Joanne Chapuran MILLARD WEST HIGH SCHOOL, OMAHA, NEAfter that fi nal deadline, we

fi rst collectively breathe. Th en

we throw a classroom party

complete with food, movies, food, games,

food, awards and more food.

Th en, we get back to work. Teams of

underclass students work on theme packets

and prepping for next year. Seniors draft

distribution plans including publicity,

organizing materials and manpower, even

diagramming the setup.

We initially distribute yearbooks in the

journalism room from 5-7 p.m. the same

night as the senior awards banquet, which

is held from 7-9 p.m. across campus in the

auditorium.

After the yearbooks are out, we vote on

the theme packets, select editors and prepare

for our summer workshop.

ADVISER & STAFF

MAGAZINE ASKED

YEARBOOK ADVISERS

TO TELL US WHAT

HAPPENS IN THEIR

YEARBOOK CLASSES

AFTER THE FINAL

YEARBOOK PAGES ARE

COMPLETED. HERE’S

WHAT THEY HAD TO SAY.

ADVISER ROUNDTABLE

Jeff Kocur HOPKINS HIGH SCHOOL, MINNETONKA, MN Th e ritual celebration of

submitting the last pages of the

book is short-lived in our class.

Because we are a spring delivery book

and cannot include any spring sports or

activities, we use the bulk of fourth term

creating a spring supplement.

Th e students hit the ground running at

the beginning of fourth term, as we would

with any other deadline cycle.

Th e remaining four weeks until

distribution pose a greater challenge as

senioritis becomes even more acute. Th at

does not mean we put away the cameras and

shutter the computers, though. Th e students

complete three signature projects, choosing

from a menu of options including:■ Re-creating professionally

published photos■ Creating and designing a photo

and story tribute to a retiring teacher■ Creating advertisements highlighting

some of our best work to sell the

remaining books■ Committing to selling at least fi ve books

to classmates■ Working with the television production

students to piece together a senior video■ Sifting through all the photos we have

taken, choosing the best photos, and

defending the choices■ Photographing, designing and writing

a senior tribute to be posted in the

commons area■ Creating their own project that

will showcase their skills and benefi t

the school

Th e end result is an additional showcase

of their work and more practice for

underclassmen in piecing together and

telling the story of our school.

Jennifer GarnerLAKESIDE HIGH SCHOOL, HOT SPRINGS, ARWe begin planning our

big distribution event by

organizing the staff into

committees. We also prepare for our state

convention and competition, which is held

in April. Some years we have been an “offi cer

school” for the Arkansas Scholastic Press

Association, and that requires a great deal of

work and preparation for the convention.

In April, we begin planning next year’s

book with staff meetings and brainstorming

sessions.

After the book is distributed, we all

breathe a sigh of relief. Th e last few days of

school we clean up computer hard drives,

store and archive digital photos and generally

clean up the mess we made all year.

Christine Brandell HIGHLAND HIGH SCHOOL, GILBERT, AZTh e Talon staff is busier in

the last part of the semester

than when they are actually

producing the book. I assign the editors to

head committees for our auction, banquet,

signing party, contest organization and

yearbook recruiting.

Th e auction committee is responsible

for soliciting vendors for donations for

the auction we hold at the end of the year.

Yearbook staff members earn year “bucks”

throughout the year for going above and

beyond the call of duty. It’s a form of

currency they can use to bid on auction

items.

Our yearbook signing party committee

plans, organizes and sets up the distribution

event we hold in mid-May every year. In

addition to book and ad sales, this event

serves as one of our biggest fund-raisers.

Th e banquet committee plans, organizes

and implements the yearbook banquet we

hold for staff members and their parents

every year.

Th e recruitment committee goes to

our eighth-grade feeder school to begin

recruiting for the high school yearbook

program. Th is committee also recruits new

staff members here at the high school.

Th is year I am adding another committee

to organize all of the contest materials for

submission prior to the end of the school

year.

Once the yearbook is done we also create

a yearbook supplement. Students who are

potential editors for the following school

year oversee the supplement.

As their fi nal exam, staff members break

into groups of three and four and create a

theme project. Th e following year’s yearbook

theme evolves out of one or more of these

projects.

Kerry LowellPETALUMA HIGH SCHOOL, PETALUMA, CA Phew! Let’s take a breather!

Th e fi rst thing I do is give my

staff a much deserved break.

We take about two weeks to watch movies,

walk downtown for coff ee and snacks, relax,

chat, play games and regroup. We also try to

attend the spring NSPA/JEA National High

School Journalism Convention.

When we return, we start working on

next year’s theme. Students divide into

groups and brainstorm possible theme ideas

and begin making a theme packet. How

handy that this corresponds into a fi nal

exam for them as well!

Th ey take all they learned during the

year and show it off with great ideas for the

following year. All seven components of the

theme must be presented, along with spin-

off s for each section and visual and verbal

“cool tools” to carry the theme along.

Our yearbook representative participates

in presentations of each theme packet,

pointing out the positives and possible hang-

ups of each, and then we vote. Th e winning

packet accompanies us to yearbook camp in

the summer.

We also plan our pre-distribution party

and gear up for actual distribution day.

We also always end the year with a party

celebrating our work on the Enterprise!

The yearbook is fi nished. Now what?

“OUR STAFF ORGANIZES

A DISTRIBUTION EVENT

THAT CELEBRATES

AND SHOWCASES THE

YEARBOOK TO THE ENTIRE

SCHOOL.”

Mitch EdenKIRKWOOD HIGH SCHOOL, KIRKWOOD, MOAfter the fi nal pages are

completed we take a deep

breath and celebrate — then

we get ready to plan our distribution event,

send our seniors off in style, and get next

year’s staff organized and ready to produce

another yearbook.

Our staff organizes a distribution event

that celebrates and showcases the yearbook

to the entire school. It’s also our staff ’s day

to shine.

We hold a staff recognition night, too. It

is a wonderful way to say thank you to the

staff and recognize everyone who worked so

hard to produce the yearbook. We gather in

the school’s cafeteria and enjoy desserts and

drinks. It’s simple and fun.

At the event, our editors give all staff

members a certifi cate and say a few words

about the year. We then give out annual

awards such as Best All-Around Staff er, New

Staff er, Adviser’s Award, etc. Each senior is

also given time to say a few words.

After recognition night, I make fi nalizing

staff selection and positions for the following

year a priority. With the help of next year’s

editors and staff , I begin planning theme

projects, summer camps and workshops,

summer coverage, ad and book campaigns

and a little bit of summer fun mixed in.

Photo by A.J. Boudrie-Mendez, Milwee Middle School, Longwood FL; Mark Sherwood, adviser

SPRING 2008 | ISSUE 61 | 1514 | SPRING 2008 | ISSUE 61

NOW IS THE TIMETO INITIATE PLANNING FOR NEXT YEARYearbook planning and production should be a seamless, renewable circle. The smartest advisers and staffs know that you don’t completely fi nish planning a book before you begin production on it. One cycle continually overlaps the other.

Careful consideration should be given to both the idea brainstorming and development stages of the next yearbook as well as the processes and procedures that best guarantee successful execution of staff plans.

TRY THIS: Post two lists in a visible place where staff members, editors and the adviser can write ideas for next year. The fi rst list could be a “to-do” list with all the actions next year’s staff will want to take, including theme and coverage ideas as well as processes and procedures that worked magic and are repeatable. The second list could be a “never again” list on which everyone could write the ideas that just didn’t work or processes and procedures that need refi nement or total revision.

Compile all the ideas on posters and use as agenda items for a spring planning and training session as well as the summer workshop focus for next year’s staff.

For questions or comments, e-mail [email protected]

JOHN CUTSINGER

FROM THE EXPERTS

You’ve put a lot of hard work, passion and energy into

creating an amazing yearbook. You owe it to your staff

and the school to celebrate your accomplishment with

a yearbook distribution event.

Th e impact that a strong, inclusive distribution event can

have on your school is immeasurable. Build school pride.

Boost your yearbook sales. Generate extra funds. Increase

interest in the yearbook for next year. It all starts with a

great distribution celebration.

Th ere are many exciting ways to celebrate your

achievement, but the best way to start is by planning a

signing party for the whole school. Th is generates instant

excitement and buzz around the yearbook, and it serves as a

platform for all other aspects of your event.

To start a great yearbook signing tradition at your school,

follow this four-step plan.

Step 1: Plan your celebration event■ Determine items/supplies you’ll need.■ Determine if you will charge admission.■ Obtain adviser and administration approval.■ Finalize location, date, time and set-up.■ Create a plan to sell extra yearbooks before,

during and after your celebration event.

Step 2: Prepare for your celebration event■ Secure and schedule student, staff , teacher and parent

volunteers.■ Clearly communicate assignments to all volunteers.■ Prepare sales lists to use for distribution.■ Organize yearbooks and set up the event the day before.

Step 3: Promote your celebration event■ Get the word out about the event and also communicate

how to buy a yearbook.■ Be very clear when communicating when and where to

pick up yearbooks, how to gain entrance to the event and

how to buy a yearbook.

Step 4: Celebrate!■ Gather your volunteers. Put your plan into motion.■ Enjoy the energy and celebrate your success.

It’s never too soon to start planning for next year.

Get feedback from the school for next year’s yearbook.

Include a yearbook survey to gather feedback.

CELEBRATION EVENT IDEASHere are some great celebration ideas from schools across the country:

■ Get local businesses to donate food and drinks.

■ Invite student bands to perform at the event, or hire a DJ.

■ Sponsor a student (and faculty) talent show.

■ Show a slideshow of photos that didn’t make it into the yearbook.

■ Host class picnics where you hand out the yearbooks.

■ Invite school clubs to set up booths at the party for selling everything from face painting to pizza.

■ Ask local businesses to donate door prizes.

■ If you can’t fi t your whole student body into your event location, hold two events split by grades.

■ Order imprinted pens with your yearbook theme and sell them at your event along with autograph sections.

THINK INSIDE THE BOXDistribution Event in a Box

is a handy kit containing

everything your staff needs

to plan and host an event to

remember:

■ Event Booklet: Walks you

through the basic steps to

planning a distribution

event and provides some

great examples from

schools across the country.

■ Event Guide DVD: Instructional video,

event planning and

marketing materials.

■ Banner and Posters: Large “Yearbooks Are Here”

banner will command

attention.

■ Supplies: Markers,

tape and a receipt pad.

Th e Distribution Event

in a Box is available

from Jostens Marketing

Services for $17. Request

item #1710 when calling

1.800.972.5628 or visiting

www.YearbookAvenue.com.

WANTED: YEARBOOK BUSINESS MANAGER

A successful yearbook is a product — one that

needs to be compelling to its prospective customers.

So an organized, motivated yearbook business

manager is an important, essential member of the

yearbook team.

Your yearbook business manager should be equal

in status to the editor in chief. And both these

student leaders need to work together to incite

interest and demand.

Th e yearbook business manager position isn’t just

about fi nancial and promotional responsibilities.

Your business manager will also collaborate with the

rest of the staff to plan and create the best yearbook

possible.

Check out the new Yearbook Business Manager

Student Guide and Weekly Planning Guide in the

Sell It! Kit in your 2009 Yearbook Kit.

BUSINESS

Starting a YEARBOOK DISTRIBUTION

celebration tradition


WARM FUZZIES,INCENTIVES AND REWARDSMOTIVATE THE YEARBOOK TEAMAs a leadership team, the adviser and editors can nurture an environment that stresses the value of personal best and self-motivation. While it would be ideal for all staff members to view their contributions as worthy and meaningful, the reality remains that incentives and rewards are motivators.

Consistency is the key to the success of any motivational program. Staff members will have expectations regarding desired personal behaviors and the incentives and rewards become symbols of that achievement.

TRY THIS: Once editors have been selected, the adviser should plan a leadership workshop to discuss the model behaviors that will create a nurturing work environment and the successful achievement of staff goals.

Meaningful incentives and rewards that can be effectively, effi ciently and consistently implemented should be planned as motivators for individual and collective staff members.

Other leadership workshop topics could include roles and responsibilities, process work fl ow and time management.


MARK HERRON

FROM THE EXPERTS

Jostens YearTech continues to set the standard for

creating yearbooks using desktop publishing with Adobe

InDesign. A new dockable CS3 toolbar, Portrait Editor,

Image Share and an updated Picture Placer are among

the upgrades included in YearTech 2009.

CS3 Dockable Toolbar Not only is there a full YearTech toolbar available for CS3,

but it can be docked at the top or the bottom of the screen so

that it doesn’t get in the way of your creativity.

Portrait EditorStaff s seeking more

control over editing and

placing their portraits

will love the new Portrait

Editor.

A new YearTech toolbar

button launches the

Portrait Editor, giving

staff s the ability to edit a

PSPA-formatted portrait CD. Editing names is quick and easy

and portraits are saved by grade/class so staff s can easily fl ow

portraits onto their InDesign pages.

Staff s still have the option of using Panel Flow and having

Jostens edit and fl ow their portraits.

Picture PlacerSelecting photos using Picture Placer is easier on the eyes

with a new photo preview box. After clicking on a thumbnail

photo, a larger version of the image appears in a special

preview box.

Image ShareTh e school community can now share photos with the

yearbook staff using Image Share. Students and parents

upload photos to the site for possible inclusion in the

yearbook. Th e images are accessible through the Yearbook

Avenue website and can be downloaded for placement

directly on yearbook pages.

YearTech Online 2009 is packed with

exciting enhancements.

Powerful, enhanced features make online

creation easier while offering staffs even

more creative functions.

With millions of yearbooks produced for

thousands of schools, Jostens is the

world’s largest provider of online-created

memory books.

Check out some of the upgrades staffs will

be using next school year:

Drop shadowsAdd a dimensional look to elements and

images with drop shadows.

Save as a templateSpreads can now be saved as templates

allowing them to be reused.

Staff activity reportGrading and tracking staff performance is

easier with this new record of staff logins.

Faster image uploaderA new Flash uploader allows multiple

image fi les to be quickly uploaded at once,

speeding up the page creation process.

Flowing portraitsCreating panel pages is a breeze with new

functionality that fl ows portraits into Page

Surfer templates or staff -created designs.

TECHNOLOGY

WHETHER CREATING PAGES USING INDESIGN WITH JOSTENS YEARTECH OR USING THE INTERNET WITH JOSTENS YEARTECH ONLINE, NEW TECHNOLOGY UPGRADES FOR 2009 GIVE YOUR STAFF THE

Creative edge


“MY CLASSROOM IS

A CREATIVITY LAB”

Th e hum of activity is what Joe Vulopas,

yearbook adviser, Cocalico High School,

Denver, PA, has come to expect from his

yearbook staff .

“My classroom is a creativity lab,” Vulopas

said. “Students learn that room 203 is a

playground of sorts. Our motto is ‘Creativity

is Intelligence at Play!’”

Th at creativity is grounded in a thorough

understanding of journalistic standards and

anchored in exceptional reporting and story-

telling.

It’s a philosophy gleaned from Vulopas’

real-life experiences as an education reporter

for the Lancaster New Era — a career he

pursued before he became a teacher.

He’s been on the faculty at Cocalico

High School for nine years and yearbook

adviser to Th e Talon for eight years. He also

teaches English and journalism classes. To

keep his journalism skills honed, he writes

a newspaper column called “Life Apparent,”

which he’s been penning for the Lancaster

New Era since 1992.

As a professional journalist and a teacher,

Vulopas sets high standards for his students,

and they deliver.

“Our yearbook is about people, about

FROM THE EXPERTS

LAURA SCHAUB

GREAT PHOTOS REQUIRE PLANNING, STAFF DISCUSSION, TEAMWORKGreat yearbooks contain magic moments — hundreds of images that tell stories of our lives — but capturing those moments isn’t easy.

Prior to photographing any activity or event, photographers, writers, designers and editors should meet to discuss coverage, raising questions such as, “What single image will best tell this story?” and “What are the secondary images that will add depth and meaning to this visual story?”

TRY THIS: Divide the class into teams of three or four diverse staff members (one photographer, one reporter, one designer, one editor).

Teams should determine their written story angle and brainstorm for their visual/photo coverage.

Teams should work together to shoot the assigned photos as well as look for and shoot other photos that supplement the story. Finally, have the teams design the spread, writing the headline, copy and captions to refl ect and cover the story in words. Remember, photos should refl ect, but not repeat, the written content.


CREATING OUTSIDE THE BOX AT COCALICO HIGH SCHOOL

Something’s abuzz in room 203.

In this classroom of 36 students and one

teacher, something’s reverberating off

the walls, the desks and the computer

keyboards.

It’s the sound of teenagers brainstorming,

designing, discussing, deciding and

collaborating.

Journalistic leaps & bounds

stories,” he said. “I tell my students that

there are 1,300 kids in this school and you

better look at all those faces.”

While this might seem like a tall order,

the sentiment is refl ective of Vulopas’ vision

that good storytelling is essential to a

journalistically sound yearbook.

“It’s not my book, it’s the students’

book,” Vulopas explained. “I drive home the

importance of good, solid journalism and

communications skills, and then they put

their own voices to it.”

He runs his classroom like a professional

publication with editors at the helm,

followed by copy editors, designers,

reporters and photographers. Th is real-life

approach includes a separate advertising

and marketing group that designs its own

marketing plan before selling ads and

yearbooks.

“I became an educator because I wanted to

help students discover who they really are,”

he said. “I wanted to help them learn the

leadership and communication skills they

would need to succeed in the real world.”

Technology plays an important role in his

forward-thinking, motivational approach.

Easy access to InDesign, Photoshop and

other technological tools have transformed

the yearbook classroom, mirroring state-of-

the-art capabilities found in newsrooms and

magazine offi ces.

Th at’s just one of the many reasons

Vulopas is a champion of journalism classes.

He believes they off er an environment that

fosters technical profi ciency and encourages

collaborative eff ort, creative thinking,

problem-solving and good written and verbal

communication skills. Without a doubt all

are valuable skills for a successful career

no matter what fi eld a student happens to

pursue upon graduation.

As Th e Talon co-editor Leah Stoner noted,

“No class I have ever taken has brought me

closer to my classmates or taught me more

important lessons than this yearbook class.

I will take what I learned in room 203 with

me after I leave high school. I have so much

fun creating the publications that I don’t

even realize I’m learning some of the most

important lessons in my life.”

By and large, the majority of the 36

students in Vulopas’ yearbook class focus

their eff orts on producing the 220-plus

page Talon yearbook. However, during

the 2007-2008 school year, a handful also

devoted a considerable amount of time to

producing a second book-length publication

called Pages of Changes.

Pages of Changes is a 240-plus page

retrospective look at the extra-curricular

activities off ered by the Cocalico School

District. Comprehensive in scope and

journalistic in tone, the project covers

events, people and activities dating back to

1931. It includes hundreds of photos as well

as interviews with retirees, former coaches

and people who participated in the school

district’s many and varied extracurricular

programs.

“I felt it was important for my students

to look outside their classroom and do

something for their community,” Vulopas

said. “I wanted to give them the opportunity

to create something that wasn’t written for

their peers, like the yearbook is. With Pages

of Changes, they’re writing for a diff erent

audience, one that is broader in scope.

Th ey’re writing for their community.”

Without a doubt, the Cocalico High

School “creativity lab” in room 203 is alive

and well and in good journalistic hands with

Vulopas and his yearbook staff . &

STAFF PROFILE

Adviser Joe Vulopas demonstrates the importance of putting a face on a story to his class. “If you don’t add life or a face to a story, it’s the same as writing about a lifeless mannequin,” Vulopas said. Yearbook editors Jessica Esparra, Chelsea Mitchell and Leah Stoner help make the point with their emotionless expressions and a mannequin head.

Pho

to b

y H

anna

h E

shle

man

Pho

to b

y A

lison

Fet

ter

Pho

to b

y A

lison

Fet

ter

Ercilio Costa, Joe Vulopas (adviser), Jessica Esparra, Chelsea Mitchell, Leah Stoner and Matthew Carty review plans for the 2008 Talon.

At the computer, Leah Stoner seeks feedback on a design from Jessica Esparra, Chelsea Mitchell and Joe Vulopas (adviser).


Mary Kay Downes,

yearbook adviser at

Chantilly High School,

Chantilly, VA, learned

that the Journalism

Education Association

named her the 2007

National Yearbook

Adviser of the Year

during a surprise assembly at her school on

December 3.

Downes has been a yearbook adviser for

23 years, including the last 20 at Chantilly

High School where the Odyssey is a regular

CSPA Gold Crown and NSPA Pacemaker

winner.

In addition to naming Downes as the

Adviser of the Year, JEA also recognized

three Distinguished Advisers:■ Kathy Habiger, Mill Valley High School, KS■ Margaret Sorrows, Bryant High School, AR■ C. Dow Tate, Shawnee Mission

East High School, KS

JEA also named two Special Recognition

Advisers:■ Nancy Smith, Lafayette High School, MO■ Mitch Ziegler, Redondo Union

High School, CA

JEA HONORS NATION’S TOP ADVISERS

Crown, Pacemakerfi nalists

AWARD WINNERS

The two national press associations recently

announced the yearbook fi nalists in their

journalism competitions.

The Columbia Scholastic Press Association

[CSPA] Gold Crown Award and the National

Scholastic Press Association [NSPA] Pacemaker

Award are considered the top national

journalism awards for student publications.

Winners will be offi cially announced at

their respective spring national journalism

conventions.

As the nation’s number one yearbook company,

Jostens is proud to have worked with 13 of the

Crown and Pacemaker fi nalists.

FENTON HIGH SCHOOL ■ Fenton, MI

Fentonian ■ Pam Bunka, adviser[Crown and Pacemaker Finalist]

DUNCANVILLE HIGH SCHOOL ■ Duncanville, TX

Panther Tale ■ Mary Pulliam, adviser

[Pacemaker Finalist]

MAIZE SOUTH MIDDLE SCHOOL ■ Wichita, KS

Eagle ■ Mary Patrick, adviser[Crown Finalist]

WHITNEY HIGH SCHOOL ■ Rocklin, CA

Details ■ Sarah Nichols, adviser[Crown and Pacemaker Finalist]

MILLARD WEST HIGH SCHOOL ■ Omaha, NE

Prowler ■ Joanne Chapuran, adviser

[Crown Finalist]

GLENBROOK SOUTH HIGH SCHOOL ■ Glenview, IL

Etruscan ■ Brenda Field, adviser[Pacemaker Finalist]

NORTHVIEW HIGH SCHOOL ■ Duluth, GA

Mnemosyne ■ Michelle Morris, adviser

[Crown Finalist]

BRYANT HIGH SCHOOL ■ Bryant, AR

The Hornet ■ Margaret Sorrows, adviser

[Crown and Pacemaker Finalist]

LAWTON CHILES MIDDLE SCHOOL ■ Oviedo, FL

Panther Pride ■ Melissa Laundani, adviser

[Crown Finalist]

RICHMOND HIGH SCHOOL ■ Richmond, IN

Pierian ■ Ann Herrman, adviser[Pacemaker Finalist]

CORONADO MIDDLE SCHOOL ■ Coronado, CA

The Surfer ■ Amanda Casares, adviser

[Crown Finalist]

LOUDOUN VALLEY HIGH SCHOOL ■ Purcellville, VA

Saga ■ Martha Akers, adviser[Pacemaker Finalist]

ROCKLIN HIGH SCHOOL ■ Rocklin, CA

Tonitrus ■ Casey Nichols, adviser[Pacemaker Finalist]


To the casual observer, it appeared as though not much learning could possibly be

happening in room 57 — a classroom with bright yellow walls, buzzing fl uorescent lights

and a furnace that pumped out cold air in the winter and hot air in the spring.

Hundreds of pictures. Hours of video. Countless memories. One DVD.Tell the complete story of your school year by

adding a Jostens DVD Yearbook Supplement to

your yearbook. Include bonus coverage of events,

team seasons, club activities and countless stories

that didn’t make it into your yearbook. Just send

us the photos and videos and we’ll do the rest.

Find out more at jostens.com/dvd.It’s your life.

Real skills for the real world

Donuts from the Moscow Bakery and

popcorn from Hunter’s Candy powered the

already energized teenagers. Th e radio,

tuned to KRPL on the AM dial, blasted

the popular hits of the late 1970s.

It was third period and class was

in session at Moscow High School,

Moscow, ID. It wasn’t a calculus class.

It wasn’t English literature. It was far

more serious. It was yearbook and the

Bear Tracks staff was on deadline.

At the time, we were high school kids

having fun and working on the yearbook.

It was that simple. Today, 28 years later,

I realize just how much the activities in

“the Yearbook Room” impacted my life.

Yearbook is a writing class, a design

class, a journalism class, a business class,

a marketing class, a public relations

class, a photography class, a management

class and a technology class. (In 1980,

technology was an electric typewriter

and a fresh bottle of Wite-Out.)

And most importantly, in yearbook,

I learned leadership. In room 57, I

was a leader not a follower. Few other

classes provided that opportunity.

I sometimes wonder if I ever would have

taken an interest in journalism education

had I not enrolled in yearbook. Or, for that

matter, if I even would have attended college.

I do know that in yearbook, not

English, I learned to write. In English, I

wrote essays and they were returned with

commentary and a grade. In yearbook,

stories were rewritten again and again,

sometimes as many as ten times, before they

earned the red initials “CH” from adviser

Carole Hughes, indicating that the copy

was ready to be typed on a copy sheet.

It was in yearbook that I learned that

a lot is two words. Th e “E” comes before

the “I” in receive. Sophomore has an “O”

sandwiched between the “H” and the “M.”

Th ere is “a rat” in separate. And, adviser ends

in “ER” because the AP Stylebook says so.

As yearbook advisers and editors,

you know fi rsthand that yearbook isn’t

a “blow-off ” class or an “easy A.” It is a

skill-focused, outcome-based lab class.

However, sometimes we need to remind

others of the skills learned in yearbook.

Visit YearbookAvenue.com for a “30 Skills;

One Class” handout to share with parents,

teachers, counselors and administrators.

We’ve also provided sample résumé entries

to help you sell your yearbook experience

to colleges and prospective employers.

I would also love to hear about your

yearbook experiences or your ideas for

Jostens Adviser & Staff magazine. You can

write me at [email protected].

Pass the popcorn. Turn up the radio.

And, get busy. We’re on deadline. &

Gary Lundgren

Editor in Chief

THE LAST WORD

TODAY, 28 YEARS LATER, I REALIZE JUST HOW MUCH THE ACTIVITIES IN “THE YEARBOOK ROOM” IMPACTED MY LIFEGARY LUNDGREN

30 SKILLS; ONE CLASSFew classes or activities offer the diverse skills that are gained from working on the yearbook:

LIFE SKILLS■ Communication■ Leadership skills■ Time management■ Project management■ Problem solving■ Writing■ Photography■ Team building■ Confl ict resolution■ Public speaking

JOURNALISTIC SKILLS■ Concept brainstorming■ Reporting■ Researching■ Writing■ Editing■ Photography■ Photo editing■ Graphic arts■ Public relations■ Media law

BUSINESS SKILLS■ Budget planning■ Promotion & advertising■ Marketing■ Selling■ Customer relations■ Market research

TECHNOLOGY SKILLS■ Business software applications■ Desktop publishing applications■ Photo-editing software applications■ Online design■ Online research

24 | SPRING 2008 | ISSUE 61

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.

Jostens.com

It’s your life.

Pri

nted

in U

.S.A

. © 2

00

8 Jo

sten

s, In

c. 0

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828

(316

1)

3601 Minnesota Drive

Suite 400

Minneapolis, MN 55435

PRESORTED FIRST-CLASS

MAILUS POSTAGE

PAIDOWATONNA, MNPERMIT NO. 110

ATTN: YEARBOOK ADVISER

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