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Monthly Archives: November 2011

The travel section

Every Sunday morning I read the paper from front to back_at first. As I get closer to the end, I start shuffling the sections. I save my tastiest morsel for last: the travel section.

I linger on the front travel page, not wanting to end my reading_unless it’s football season, but that’s another story. I turn the pages. Before I’m aware of it, I’m done. I’ve arrived on the last page, with a big fat travel agency ad. And I’m not happy, not satisfied. Not once. Not even if the section includes stories about locations I have great interest in. (New Orleans, Las Vegas, Memphis, Northern California, Northern Michigan, the Florida Keys, Ireland, Holland come immediately to mind.)

Considering my favorite segment is consistently the Gearbox column, reviewing travel accessories, I come away feeling some part of my appetite is yet to be sated.

Am I asking too much for a newspaper travel section to deliver? Well, perhaps. I realize that what I’m after are travel narratives that I can luxuriate in_bright, fresh, poetically prosey, non-indulgent (for the writer) narratives. Which I’m not likely to get from my Sunday morning read. Having identified and managed that expectation, I realize then that I can make more of this travel section.

I can translate “If you go” to “What else?” Change my mind-set from “What isn’t this giving me?” to “Where might this lead me?”

Sappy sensibilities aside, I begin to consider my Sunday newspaper travel section not as an indulgence but as an industry tool, a professional launchpad and a necessary window on global perspective.

All the better if I happen to get a side of thick bacon-y narrative with that.

Philanthropic Nancy

Nancy O’Shea would enjoy a bit more traffic at her framing shop, The Framers Balcony, in New Orleans. But upon meeting freelance copywriter Joe Smith, her first inclination was to hire him for another cause: the All Saints Dog Rescue and Day Care.

All Saints is gearing up to launch its first annual holiday fund drive. All Saints proprietor Cricket Morestead knew she was starting behind schedule when she received a direct mail appeal from the Anti-Cruelty Society in the mail a couple days earlier. Nancy, a client who boards her Great Dane, Chuck, pounces when Joe Smith arrives at the frame shop to pick up a rematted pastel, pen and ink picture of the Court of the Two Sisters by Donabeth Jones.

First, says Joe Smith_no one ever calls him just Joe_let’s consider the name. It’s both a dog rescue and a doggie day care? Who’s the target audience? He thinks the day care portion of the business, if not clarified, could get in the way of the fund-raising effort.

We know that Cricket’s motivation is to promote dog rescue and adoption in the area and uses day care proceeds to pay the rescue’s operational costs, he says, but others might assume she is trying to pad her coffers by exploiting the sentiments of dog lovers.

Nancy wonders, what’s the solution?

Joe Smith offers the following: Let’s first write a letter directed to All Saints day care clients, adopters of All Saints rescue dogs, and area philanthropists with a known interest in rescue charities. The letter will address early on the existence of the day care business and clearly distinguish between the business and the rescue. It will emphasize that any funds raised by the holiday charity drive will be 100 percent allocated to the rescue.

He suggests a follow-up e-newsletter updating donors and clients of the fund-raising results and spicing it up with a section featuring holiday-themed photos of pets, their people, and their environments. Joe Smith had just seen a similar YouTube presentation for Halloween by Best Friends Animal Sanctuary linked to the organization’s weekly newsletter. He found the video to be charming and affecting. He also saw that it would be fairly easy to produce.

Nancy is pleased with Joe Smith’s off-the-cuff analysis and suggests he write a proposal for Cricket’s approval.

Let’s get started, she says. After the Saints game, of course.

Nancy O’Shea and Joe Smith are always looking for good promotional ideas and enhanced direct marketing tactics. Copywriters, marketers, and others: feel free to comment with feedback.

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