BOARD OF OPERATING TRUSTEES MEETING
Campus Club, Room 203
405 W. 25th Street
August 26, 2005
1:00 P.M.
AGENDA
I. 11:30 a.m. - 12:45 p.m. - Texas Student Publication (TSP) Orientation Luncheon
II. 1:00 p.m. - Orientation of Board for 2005-06 - Discussion Items
A. Welcome (Camden Gilman, 2004-05 Board Vice President)
B. Introductions (Kathy Lawrence, TSP Director)
C. History and Purpose of TSP Board (Kathy Lawrence)
D. TSP's Financial Structure (Merry Tillman, TSP Assistant Director for Business)
E. Advising Television and Radio (Dan Knight, TSP Broadcast Adviser)
F. Advising Cactus Yearbook (Kathy Lawrence)
G. Managing TSP Sales and Marketing (Wayne Roche, TSP Assistant Director for Sales and Marketing)
H. Directing Print and Broadcast Operations (Frank Serpas, TSP Assistant Director for Operations)
I. Advising TSP Photography (John Foxworth, TSP Photo Adviser)
III. 1:45 p.m. - Board Business Meeting - Discussion and Appropriate Action
A. Election of TSP 2005-06 Officers (Camden Gilman Presiding)
B. Appointment of TSP 2005-06 Executive Committee
C. Appointment of Other Committees as Appropriate
D. Update on Declaration of Trust, TSP Handbook (Kathy Lawrence)
E. Summer Activities Report (Kathy Lawrence)
F. Updated Three-Year Goals (Kathy Lawrence)
G. Financial Report Though July and Year-End Projections (Kathy Lawrence)
. Approval of July 8, 2005 Minutes
H. Proposed Student Payrolls, Student Editors and Managers
I. Student Editor and Manager Reports and Presentation of Goals for Each Medium
J. Adjourn
To request accommodations under the Americans with Disabilities Act, please contact the Board Office at least three days prior to the meeting. The Board Office may be reached by phone at (512) 499-4402; by email at bor@utsystem.edu; and by mail at 201 West Seventh Street, Suite 820, Austin, Texas 78701-2981.
Dear TSP Board:
After a year serving as Vice President of the Texas Student Publications Operating Board of Trustees, I would like to express my interest in serving as President.
Serving on the Executive Committee last year allowed me to gain insight into the structure of the Board. Last year, I significantly increased my knowledge of advertising bundles, the role of The Daily Texan Editor, and the approval process by which our Handbook and Deed of Trust may be altered. I look forward to being able to apply that knowledge as the Board continues to improve the student media experience for students and the UT community.
I greatly enjoyed my time as a staff writer for the Cactus yearbook and the Texas Travesty. Being a part of these organizations has brought me closer to UT and given me real world experience with two TSP entities. I still share the passion for great student media that I had when I was writing for them.
My experience as a student leader also qualifies me for this position. I have been a member of the UT Leadership Board (UTLB) and the College of CommunicationÕs Communication Council for two years. Both organizations have helped me to become a better student leader and exposed me to all the resources available to students on campus.
By working on the Board last year, writing for various media in the past, and having extensive involvement in student leadership, I know I would be able to serve the best interests of our student media as President of the Texas Student Publications Board. I would be happy to answer questions leading up to our August 26th meeting and take questions the day of the meeting. Please feel free to contact me.
Sincerely,
Camden Gilman
512.228.6673
camdini@mail.utexas.edu
TO: TSP Board of Operating Trustees
FR: Kathy Lawrence
DATE: August 17, 2005
RE: Summer Activities Report
ItÕs been a summer of transition for us, not the least of which is Jerry ThompsonÕs retirement after 35 years with our organization. We will feel this loss for some time. On the other hand, we feel poised to hit the new academic year prepared and eager to meet the challenges we have set for ourselves.
I know the following is a good deal of reading, and your packet contains other hefty materials. But we want you to have the information you need to make good decisions. Please read through the following, and feel free to ask questions.
While all areas of our organization have been busy with summer work and preparation for fall, I will start with activities under the direction of Wayne Roche, TSP/TSM Assistant Director for Sales and Marketing, and his staff.
1) Sales Department:
*Experience: We will lose only one veteran sales rep this
fall. While student turnover is a fact of life, it is encouraging that we will
start the new school year with an experienced staff.
*Leadership: Brian Tschoepe, Student Sales Director, is in a
word "Outstanding.Ó Brian has fully embraced the "bundling" of
TSP/TSM media and is an effective leader. Student Advertising Manager Stacey
Rives provides a complement to Brian's style.
2) Marketing/Promotions:
*Media Kit: We expect delivery shortly of a new media kit
that will sing the praises of all TSP/TSM brands. This kit includes recent
audience composition information on all our media, some of it for the first
time ever.
*Our ÒInside Your WorldÓ branding campaign links all the
media for the first time. More to comeÉ.
*Special Supplements: We will publish four more ad
supplements this fall than in the past.
*Housing Fair: We will leverage the magic of the Spring 2005
Housing Fair for 180 column inches from each housing client this fall.
*Every fall supplement will have its own flier before the
fall semester begins. Now reps can sell the whole semester rather than as the
fliers are created, which have been only three to four weeks out in the past.
3) Partnerships:
*We have engineered a relationship with Texas Parents
Association to sell ads into a 16-year-old newsletter. The first issue sold out
and will be distributed in early September to the permanent addresses of 39,000
students. Due to the advertising
content, Texas Parents is now a magazine and is currently considering expanding
the mix of ads. The next issue in January is already sold out. Through this
relationship we have access to the mailing list and will mail a Daily Texan
Advertising Supplement called "UTmost Gifts" to the homes of the
students before Thanksgiving. The concept is to advise parents on what their UT
students want most.
*We have partnered with IFC-Panhellenic to produce the first
Texan Greek Life supplement. These will be produced on a periodic basis for
distribution at special greek events and parent weekends.
*We are currently in dialogue with the Admissions Office to
produce a publication for high school seniors who apply to UT on life at UT and
the steps to acceptance and beyond. The current title for this publication is
"Decisions.Ó
*Student Government and TSM are working together on an
on-line version of The Daily Texan Longhorn Living (housing guide) that will
include student produced ratings and a searchable feature to locate housing by
several criteria. This product will fortify our link with UT and provide the
rich vein of housing clients another reason to give us their marketing cash.
4) Circulation:
*We have created a student circulation manager to spearhead
distribution initiatives, including improved box positioning on campus, opening
new rack and throw accounts along existing routes, creation of ÒDaily Texan
InsideÓ decals for our partner businesses, development of ÒFree Daily TexanÓ
shelf displays, house ads in the Texan depicting the main distribution points
and highlighting retailers who sign up to help distribute and student hawkers
who will pass out Texans at key locations in the early days of class and during
Mooov-In.
Some of the other summer highlights at TSP/TSM include:
--Completed work on the KVRX move and have established a temporary recording arrangement for Local Lives while the final studio work is completed this fall. The TSTV and TSP staff also cleaned out storage areas and the studio space to prepare for these moves.
--Began to see convergence of KVRX and TSTV staff over the summer months, with staff members appearing on one anotherÕs programs. We expect to see more of this as fall programs begin.
--Saw outstanding design enhancement in The Daily Texan. We expect this to continue since the staff has been meeting with a design consultant this week. The consultant, a former adviser at Kansas State University who does workshops regularly for the Society of New Design, also worked with our middle school, high school and college printing clients.
--Began planning for new furniture and more efficient use of space in the business office, as well as advertising and news offices. This, of course, will need to occur in phases, as funds are available.
--Awaited word on the Declaration of Trust issuesÉ.and are still waiting. We expect this to involve major work over the course of the next few months, although we are not certain of the direction.
--Paid a substitute adviser so Richard Finnell could assist the School of Journalism with a newspaper produced during the Association of Educators of Journalism and Mass Communication conference in San Antonio. The results were impressive and a first-ever such effort for AEJMC.
--Also saw travel by Wayne Roche to attend a Newspaper Association of America readership conference in Chicago; RichardÕs to the College Media AdvisersÕ First Amendment Institute at the Freedom Forum in Nashville; and John Foxworth, Jack Simons and I, along with eight Cactus staff members, to the Yearbook Workshop and Idea Forum in St. Louis. Cactus Editor Michelle Putman attended an InDesign workshop, A.J. Bauer went to a workshop for editors of large school newspapers, and Tessa Moll attended an AP management workshop. I also attended AEJMC, the Council of National Journalism Organizations and CMA Board Retreat, all as part of CMA responsibilities and on CMAÕs dime!
In other summer news:
--TSTV opted to undergo a name change, really a change back to its original name. The
station will retain KVR as part of its name, but TSTV or Texas Student
Television will dominate, rather than the other way around.
--TSTVÕs three weeks of summer camps were rigorous, but successful. Two were production/entertainment camps, and one was for news. Most lunches and T-shirts were donated which helped the bottom line.
--TSTV also received its half of the UTÕs portion of the National Fox News Challenge money won by TSTV news staffers, Tracy Watler, Clay Falls, and Joanna Jennings. The funds were used to replace equipment.
--Hired Jerome Holt to fill a long-vacant circulation assistant position, increasing stability of our mailroom and delivery operation; and hired Ginger Baker to replace Jerry Thompson in sales and marketing.
--Reorganized the composing/creative services operation. Lisa Benhayoun, Lydia Reynolds and Elena Watts now report to Wayne Roche, while Danny Grover is handling production-related tasks and continues to report to Frank Serpas.
--The UT-Austin Visitor Guide, a joint effort between TSP and the
Office of Public Affairs, made its debut. Our staff handled distribution of the
Guides, with Public Affairs providing content. TSP also will receive the $4,000
revenue from this yearÕs effort.
--The 2005 New Student Record
should be arriving in the mail very soon.
This is a publication just for freshmen to give them a chance to find
out a little bit about UT and its traditions, as well as see some faces of
fellow incoming freshmen.
--The Cactus Office is
preparing for its own workshop during the
first week of classes. They will
get their chance to see first-hand what is involved in publishing a yearbook.
--All TSP/TSM entities are
preparing for the Party on the Plaza on
September 7. The Cactus booth has
an "Oasis" theme, complete with palm trees. Students can stop by for some lemonade or to grab a fan (all
with our Cactus logo on it) while finding some information about the
yearbook. We are also holding our
first ice cream eating contest at the event. Winners will win yearbooks, a full-page ad in the Texan, and a Cactus Cup
trophy. It should be a lot of fun
for all participating organizations and a good publicity tool for the yearbook.
TSTV will be on the scene with live coverage, and KVRX will be covering the
event as well. Both Travesty and Cactus will give runner-up prizes in the
free-throw contest that has become a center of attention at this event, and
TSP/TSM will be debuting a new online game available on the web.
--The first all-color Cactus will be delivered shortly, and editor Shelbie Stuart and
Photo Editor Shaun Stewart did outstanding jobs. Shaun has taken his talents to
the web and to the Texan as well, and he is currently Texan photo editor.
--John Foxworth has been archiving current and past photos, as well as
organizing these images for efficient retrieval. In addition, he is exploring
an online photo ordering system that should be in place shortly and from which
we expect substantial revenue.
--The Daily Texan started the summer with a number of new photographers, with
a couple of seasoned photographers returning at mid-summer. All in all, the
photos were outstanding in the newspaper, and John believes that College World
Series work by Matt Norris (who never had shot baseball before) will
undoubtedly win awards.
--The Texan in general had a very good summer on the editorial side,
as well. Managing Editor Clint Johnson did an excellent job of managing the
newsroom. He organized special projects professionally and generated support
from the entire staff. The New Students edition went off without a hitch; the
project was finished well before the final deadline.
--Incoming Managing Editor Tessa Moll took lead in planning and executing the Welcome
Back edition. Again, the product was finished ahead of schedule. Tessa and
Editor A.J. Bauer also have nearly completed planning and hiring for the fall.
\
2004-2005
Goals:
1. Continue working on updated TSP Handbook, elimination of prior review and changing our name to student media.
Study and revisions in
process, but additional board and staff work are expected.
2. Institute management training program for all supervisors at TSP. Work with UT and outside resources to improve internal communication and working relationships.
Management training program
was completed for assistant directors and director, and individual classes have
been completed for other mid-managers; this effort will continue.
3. Evaluate training opportunities for all student areas, making improvements as needed.
We replaced the one-day
formal management training program held every June for student managers with a
series of training lunches held over the summer; we will continue this on a
monthly basis through the school year with various members of the advising
staff and outside professionals providing topics of general interest; this
sharing among the student managers seemed to work more effectively than the
hypodermic-needle training approach used the past few years. We are brining in
a newspaper design consultant in late August to work with the Texan staff. We
need to work on more formal general student staff training across media because
it happens too casually at present.
4.
Evaluate effectiveness of organizational structure and
reporting channels.
These have been tweaked; the
new Creative Service Department reports to the Assistant Director for Sales and
Marketing and includes the old Òcomposing roomÓ staff, as well as marketing.
Some production responsibilities formerly shouldered by that department have
been shifted to the daytime operations department as well.
5.
Begin study of space requirements and consider the
shifting of departments to improve function and communication.
The demolition of the old
Student Health Center hastened this study. For the first time since its
construction in 1972, our building underwent and continues to undergo its first
major renovation. The fourth floor is now broadcast media, with print media on
the second and third floors. Final efforts in this phase of construction should
be completed during the fall semester.
1.
Ensure that the advertising community understands the
TexanÕs value as a student medium.
What an interesting and
innovative year! The hiring of the new Assistant Director for Sales and
Marketing has launched a major shift in the way the Texan and other student
media are marketed, and results have been dramatic. We feel the TexanÕs value
is well represented by our staff.
2.
Build upon results of outside market research study.
We have employed numerous
market research avenues to obtain valuable results. We expect to launch a
significant survey this year in an effort to understand the reach of our entire
media package, though the cost of this will be considerable.
3.
Recruit and train sales staff for radio and television
and encourage a working partnership with them and the Texan.
This has been one of the
brighter spots in our experience in the past year. We have been the first
college enterprise in the country to seriously engage students in this type of
effort. We feel confident that we not only better serve student media and our
advertisers, we also better serve the students who come here to work and learn.
4.
Develop promotional strategy for KVR-TVÕs 10th
birthday in the spring.
The anniversary was observed
in a very minimal way. We hope to do something better organized for future
years.
5.
Work with Walsworth to improve Cactus marketing to
parents.
This, too, was not as
effective as both Cactus and Walsworth hoped. Sales are up by perhaps 200. We
learned a lot, however, and feel more optimistic about the 2006 effort. In
fact, already we have sold more books and taken more photos than we had by the
same time a year ago, so things are looking up. We also are working with an
outside company to develop a new product we think holds promise for the future
of yearbooks, here and elsewhere.
6.
Improve bundling of Texan print and web ad sales.
Another bright spot. This is
now well under way and improving all around. Several positions are already sold
out on the web site for the rest of the year.
7.
Implement the new advertising and sales director
position.
Again, a bright spot. We
could not be more pleased with the person we have in place and the progress we
have made.
8.
Install online photo ordering system.
Something should be in place
by early fall, and we believe this could generate significant revenue.
1. Expect at least a $100,000 contribution to reserves from net income.
WeÕre cautiously optimistic, but donÕt
know that we will hit the mark.
2. Review
student payrolls in all areas.
Minor tweaking has
occurred, especially in the area of special editions, but we havenÕt done more because of overall
financial concerns. This will be ongoing.
1.
Assist newsroom staff with redesign and quality
improvement efforts.
The newsroom staff has
undertaken significant design improvements, especially over the summer. This
should be enhanced further by the association with our design consultant from
Kansas State University, who is visiting campus in late August.
2.
Offer expanded cross-media training for all students
interested.
This is occurring informally
and is especially noticeable on the fourth floor where radio and television are
working together in many areas. There is considerable improvement in the
TexanÕs online presence, and perhaps some convergence of content will occur
there during the year.
3.
Ensure that students receive adequate support and
feedback for their work.
This remains an area that
needs attention. I think stepping up management training for student managers
will help, but I think we need better processes in place in general, perhaps a
periodic evaluation/feedback tool. We also need to ensure training
opportunities occur for students at all levels, not just the top manager.
4.
Add new ÒshowcaseÓ program for TSTV.
Very successful addition of
"Local Live."
5.
Increase training offered across media.
New manager training program
addressed this in some ways, but we need to be more deliberate and consistent.
1.
Explore integrated production system that would enable
simple television, web and radio advertising/underwriting to be produced in a
systematic and integrated way.
That has occurred to some
extent for internal messages that would be advertised across media, and a wider
application is being developed.
2.
Increase use of still digital images to 90 percent or
more.
This goal has been
accomplished.
3.
Investigate digital video still photo technology.
This continues to be on the
list, but the technology isnÕt ready as of yet.
4.
Improve TSTVÕs ability to broadcast live from various
campus locations through use of expanded fiber and mini-microwave technology.
No change. We need to
continue this effort.
5.
Consider converting TSTV archives to digital format.
Currently under way.
6.
Purchase and implement computer-to-plate production
equipment.
We hope to implement this in
the spring/summer of 2006, if funds can be identified.
7.
Consider purchase of additional color capacity for
press.
This is at least two years
away.
8. Use of laptop computers for wider applications throughout TSP.
Thanks to our ability to
pick up some used laptops free from a writing lab, we now have these readily
available in all departments. I think the need for the moment is met, and we
now have installed wireless technology in our building.
9. Enhance image archiving and retrieval.
An ongoing project.
10. Expand inventory of digital still Nikon equipment (cameras and lenses).
Another ongoing project.
11.
Review existing and develop new operations manuals as
appropriate.
These are updated and
developed periodically, primarily between semesters and at the start of each
year.
1.
Increase photo presence online for both Cactus and Texan.
This is working well with the
Texan; Cactus needs to catch up quickly.
2. Continue emphasis on web integration, in both content and revenue.
The TexanÕs web editor has made
strides during the summer; TSTVÕs web site also
has been improved; we are awaiting
improvements to the Cactus site, along with
integration among media units.
2005-2006
Goals:
1. Continue work on new handbook, revisions to or replacement of Declaration of Trust.
2. Refine space, staffing needs study. Enhance work space with modular units where possible.
3. Develop, with advisers and student managers, TSP-wide student recruitment/retention plan.
4. Plan alumni activity.
5. Prepare procedure manual for all TSM business functions.
6. Review departmental business procedures to determine effectiveness and efficiency.
7. Install new general ledger software.
8. Train business front office manager for additional responsibility.
9. Review various reports for relevance, usability and optimum format.
10. Evaluate addition of broadcast engineering hours.
2.
Implement student circulation manager position and
evaluate its effectiveness in
marketing circulation of the
newspaper.
4. Complete integration of sales efforts, focusing on the Òone-stop-shoppingÓ theme with the advertising community.
5. Develop ÒfootprintÓ of combined student media usage.
6. Increase marketing for TSTVÕs paid productions, ensuring that adequate production capacity is available.
7. Using third-party vendor, increase online presence of Cactus and Texan photos and offer them for download and sale.
8. Conduct more user studies and make use of data we have compiled.
9. Hire part-time student in graphic design to handle all advertising supplements.
10. Develop enhanced revenue for the printing press, especially during summer.
1. Ensure that reserves remain healthy to see media through economic downturn and provide new equipment as needed.
2. Alter student and professional sales commission plans to better reflect performance-based models.
3. Expect at least some increased revenue from TSTVÕs outside production team.
4. Expect increase in all media revenues as a result of bundling and new enterprises such as Greek Life, Longhorn Living activities and Parents Association partnerships.
5. Expect a $100,000 contribution to reserves from net revenues.
6. Begin to develop revenue stream through Creative Services area and through Research Services, offering online surveys for advertising clients.
2.
Promote activities that provide cross-media experience
for all students interested.
3.
Partner with Student Government to develop online
housing resource for students.
4.
Work with Journalism School to develop content for
advertising supplements.
5.
Add another weekly news program to TSTV line-up.
6.
Add softball and baseball to TSTV and possibly KVRX
lineup.
7.
Seek radio syndication in Texas for KVRXÕs ÒLocal LiveÓ
program and consider the same for TSTVÕs ÒLocal LiveÓ productions.