My column last Friday contained the second installment of answers to their laundry list of questions. This week I have included the last third of my replies to their inquiries:
Who has inspired you?
While growing up in Signal Hill, my father, Alfred E. Posner, served the community by holding the elected position of Signal Hill city treasurer. When he died during his second term, my mother Marjorie was appointed to fill out his term. My parents’ dedication to community service has been an inspiration for me to continue in their footsteps. As far as the newspaper business goes, I give credit to my first publisher, Tom Allen, for teaching me to immediately face complaints or conflicts with a smile. If there was a problem with the newspaper, editorially or with advertising, he was the first one to contact those affected and would own up to the error rather than to wait for the people to call us. Also, his philosophy when it came to local politics was that you know you are doing a good job when both sides are mad at you. I don’t agree with that, but sometimes it sure happens.
What excites you about this business?
I never know who I may meet or who I may be able to help by keeping our readers informed. Every day is different, and I certainly never get bored.
Tell us something about the community the Signal Tribune serves.
The Signal Tribune distributes 30,000 copies of our paper every Friday. 25,000 of those copies are received by residents and businesses of the Long Beach neighborhoods of Bixby Knolls, Virginia Country Club, Memorial Heights, Wrigley, Wrigley Heights, as well as California Heights. Our remaining 5,000 issues are distributed to homes and businesses of the city of Signal Hill.
How has the advertising business changed for you professionally and personally during your career?
In the past 10 years or so, print-advertising dollars have not been a budget priority for some small businesses. Change seems to be afoot because in the last year or so it seems that various industries of all sizes are coming to us to help with their marketing. Some of these same merchants left us a while back to try social media as their sole means of promotion. Besides local businesses, large advertising agencies are including us in their local ad buys.
How have you added resources to provide information in more than just print?
As far as the social-media and digital component of our paper, I have relied on my fabulous editorial staff to school me in what they believe to be important in that arena. We are upgrading our website as I write this, and I look forward to learning more about the process and to also open up other advertising avenues for our local merchants.
Describe what else you’ve done to “own your market.”
Besides our weekly publication of the Signal Tribune, we published the nearly annual directory for the Bixby Knolls Business Improvement Association and have created special sections on the 50th anniversary of Signal Hill’s Hancock oil fire, the 85th and 90th anniversaries of the incorporation of the City of Signal Hill, the grand opening of the City of Signal Hill’s new police station in early 2013 and an annual program for the Long Beach Veterans Day Parade.
What should potential employees or freelancers know about publisher Neena?
I don’t yell much. I cuss like a sailor, however, I do my best to be fair and to keep my sense of humor. Nevertheless, interns and employees quickly learn that I am very serious about the paper, and I don’t joke around when it comes to our content. This is not a hobby. We publish a product that has become increasingly important to our readers and advertisers, and we need to be respectful of their loyalty.
You have the benefit (or burden) of writing a regular column in your paper. Why should a publisher’s message appear regularly?
I have skipped a few columns in the last couple months. I’m not happy about that, and I plan to get back into the swing of things. I think it is important for me to write a regular column because it helps our readers to get to know me and learn about my passions and priorities. By learning who I am, it no doubt translates into getting to know the paper. When in public, I almost always wear a name badge. I love it when folks notice it and make positive comments about my columns. I think my column helps keep me in the loop with our readers.
If you’re out in the community and see someone reading your paper, what’s your strategy?
My first reaction is to try not to cry (I am too emotional for my own good), then watch to see what pages the person focuses on. Depending on the situation, I may introduce myself to the person and thank him or her for reading our publication. If I find the lady or gentleman to be receptive, I will ask what they like best and least about local print newspapers. I want folks to know that we care what they think.
What has been your strategy when the news happens to you (or your team)?
We have rarely put any news about ourselves on the front page. Most times I write about the paper or staff happenings in my column.
In the public service/ambassador role, give an example or two of how you are able to enhance the impression your newspaper makes on your communities.
Creating special sections and projects allows the public to see that we are versatile in our abilities to disseminate news and history. We love those opportunities to share as much information as we can and take pride and pleasure in doing so.
Amid competition for people’s time, how does the Signal Tribune strive to deliver must-read content?
We keep our content local and up to date as much as possible. Our focus is on running “refrigerator news,” stories that are worth cutting out and posting on the family’s refrigerator or mailing to a family member.
How often do you get to network with other publishers in your region?
Not very often, and when I do, the “big boys” are often disrespectful to me and have recently berated me in public for my dedication to producing a printed newspaper rather than concentrating online.
It’s a demanding business. Any advice on balancing work and life?
It can’t be done without a sense of humor and awareness that delegation is not a bad thing.
Above all, what are you most proud of?
We are proud to be the only paper in our area that does not give endorsements to political candidates and are known for offering accurate reporting without bias.
Any regrets?
As Paul Anka wrote:
“Regrets, I’ve had a few, but then again, too few to mention.
I did what I had to do and saw it through without exemption.
I planned each charted course, each careful step along the byway
And more, much more than this, I did it my way.”
How has CNPA helped you and your business?
CNPA keeps me apprised of legislation having to do with our industry and keeps us updated with happenings concerning other California publications. In my opinion, having a legal expert to talk with is the most important feature of my membership. I don’t feel alone when trying to make difficult decisions.
You get to pose yourself one question. You also have to answer it.
Q.: What the hell were you thinking when you decided to start your own newspaper?
A.: “Oh, this will be fun!”