7. Production responsibilities. Establish it as the
publisher’s responsibility to paste-up the newspaper,
subject to the supervision or direction of the newspaper
or public affairs staff. In some cases, the publisher may
provide the capability for electronic data transfer via
floppy disk or via a telephone modem, and perhaps
provide the equipment to lay out and design the
newspapers using an electronic, computerized page
maker system.
8. Advertising-editorial ratio. Make sure the
contract sets a maximum and minimum ratio of
advertising-to-editorial space. PA Regs stipulates the
amount of advertising content (in column inches) will
not exceed 60 percent of the total newspaper. Provisions
may be included to increase the ratio for heavy
advertising seasons, such as Christmas or Easter. Also,
make sure the contract includes a provision to leave
several pages free of ads. Normally, page one, the
editorial page, the double truck, the lead sports page and
at least one additional news page are left ad-free. If the
paper is published in sections, the front page of each
section is normally ad-free.
9. Advertising placement. Determine whether
“blocked” or “pyramided” ads best suit your needs, and
make sure the contract stipulates how ads will be
displayed. Also, spell out minimum column widths
acceptable for editorial use. This will prevent being left
with narrow (fewer than 12 picas, for example) columns
created by odd-sized ads. Stipulate that filling such
odd-sized columns will be the responsibility of the
publisher.
10. Advertising policy. Make sure the contract
guarantees the publisher will accept no advertising that
is discriminatory, in poor taste, is untruthful or otherwise
in violation of PA Regs. Be sure that the contract
provides for PAO approval of questionable ads.
11. Deadlines. The contract should list the
deadlines for the delivery of dummies to the PAO, for
the submission of editorial matter and for distribution.
Additionally, make sure the contract spells out how
deadlines will be adjusted when they fall on a holiday.
12. Distribution. Make sure the contract clearly
defines it as the publisher’s responsibility to distribute
the publication. The contract should identify where
copies are to be delivered and in what quantities; for
example, the public affairs office, commissary, bowling
alley, Navy Exchange, cafeterias and housing areas. The
contract should also stipulate where the publication is
not to be distributed. Usually, CE publications are not
distributed outside the intended audience or outside the
installation.
13. Disclaimers. Include a section on the wording,
location and the point size of the masthead and
disclaimers required by PA Regs.
14. Special editions. If special editions are
expected, their specifications should be defined in the
contract. If none are expected, it is a good idea to include
a clause that makes special editions an option.
15. Color. Minimum color requirements-spot or
processed-should be set in the contract. The publisher
should be obligated to let the public affairs staff know
when color ads make additional color available for
editorial use.
16. Typeface selection. The contract should
guarantee the public affairs staff a choice of the
publisher’s selection of typefaces and point sizes.
Minimum and maximum point sizes should be
established in the contract.
17. Special devices or services. Make sure the
contract states that it is the publisher’s responsibility to
provide materials or services for such devices as boxes,
column rules, screens, initial letters, and so forth.
18. Termination for cause. Make sure the contract
also provides for termination for cause whenever the
products or services to be provided are not satisfactory
or when contract provisions are not met.
PUBLISHERS’ VISITS.— Conduct a site visit to all
publishers being considered before making a final
selection recommendation. Examine the facilities and
equipment at the sites and talk to the people with whom
the public affairs staff will work. Look, too, for general
cleanliness and a safe work environment.
GATHER DATA.– Gather independent data to
determine whether the publishers are reputable, reliable
and competent. The Better Business Bureau, chamber
of commerce and current or former clients of the
publisher can provide valuable information.
SPECIAL SERVICES.– Consider any special
services the potential publisher may offer, such as
on-line text editing systems, pagination or computer
facilities. These are allowed to be placed in the
newspaper staff or public affairs office if all costs are
absorbed by the publisher. (Floppy disks, printer
ribbons, paper and other associated consumables are
normally the responsibility of the newspaper staff.) The
publisher may also assign a writer or two to your
editorial staff. Be sure to check on this.
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