Osprey Observer Newspapers are direct-mailed community newspapers in the Brandon, FL area. Publisher Marie Gilmore responded to the questions below. 

 (MB) Five years from now what role will publications like yours serve? For example, some people predict a complete migration to the web for many types of publications, do you?
(OON) Being a direct-mailed, small-town-focus community newspaper, I predict that we will continue to have a print version strongly complemented by an actively updated website. We are like a cup of coffee, good news welcome for many of our readers and that is read cover to cover.

(MB) What sort of measures has your publication put in place to either conserve costs or boost revenue?
(OON) We are being conservative in our expansion, have frozen salaries and bonuses and will not replace anyone who leaves, except sales. We are looking to boost revenue by becoming more effective with our follow up and retention of current clients and in building new ones. We have to work a little harder to maintain.

(MB)Looking forward to 2009, do you have any significant changes in store for the new year?
(OON) For 2009, I think we will continue to become more effective with what we are doing and will continue to use the www.ospreyobserver.com website to complement our efforts.

(MB) What was your most successful advertising initiative in the past 12 months?
(OON) We initiated a Shop Local campaign with stories and links on our website to encourage readers to utilitize local businesses. It has brought new attention to our newspaper and has gotten people talking.

(MB) Do you have tips for other publications about the best way to integrate print and web sales?
(OON)Web sales are tough. Do you charge by the impression, the click or the position? We are using website banner positions as a complement to the print campaign and still working out the kinks. Advice is always welcome!

(MB) How does your publication hire and - even more important - retain top sales personnel?
(OON) We only hire part-time staff to start who must prove themselves and work their way into a full-time position. For those with confidence, it doesn’t take long to move up and we ease them into the work environment. We are also very flexible and understand that staff want to put family first and be able to be their own bosses. I put out expectations and then allow the sales staff to achieve them.

Finally, a question for our readers from Ms. Gilmore:
I am looking for the most cost-effective and efficient way to publish our entire publication online in a ready to read format. I want to take our pdfs and upload them easily…I have heard of subscription services but would love some advice.