Q & A With Our MFCP Board
Who we are... What we think...Our vision for the future!
This month we are featuring a Q&A with some of our MFCP Board. It is the beginning of our fiscal year and the start of our 70th year as an organization. Their dedication is like none other and it comes through in their answers! Enjoy!
Mike Kolbe, MFCP President
The Rocket, Harlan, IA
Can you tell us about your background in the publishing industry and your current role within your organization?
While earning my Journalism degree from Iowa State University in the early 80s, I began part-time gigs as a sports writer for the Ames (IA) Daily Tribune, and reporter and adv. salesperson for the Tri-County Times in Huxley/Slater. I joined the Harlan Newspapers as an adv. salesperson in ’83. During a brief hiatus from Harlan, I sold adv. for the Iowa Farmer Today, published by the Cedar Rapids Gazette at the time. I am currently the General Manager of the Harlan Newspapers, including the Rocket shopper and twin weekly newspapers, the Tribune and News-Advertiser.
How did you get involved with Midwest Free Community Papers, and what motivated you to join the board?
I attended many training conferences in the early years of SGI, which later became MFCP. I gained much of my industry knowledge and many professional connections through those meetings, and was able to use the skills to improve my sales and management abilities. I was asked to join the Board of Directors several years ago, and am currently the President of the organization. It has been a rewarding experience to work with, and learn from so many talented, dedicated people.
What do you see as the biggest challenges facing the free community paper industry today, and how do you think we can address them?
Like most other industries, attracting young, skilled talent is crucial to our success. Our businesses and publications must remain relevant to employees and consumers, alike. Another challenge is distribution methods and costs. The unreliability of the US Postal Service and continued postal rate hikes make it increasingly difficult to keep advertising rates competitive with other media. Likewise, carriers seem to be less available and responsible than they used to be.
What opportunities do you see for growth and innovation in our industry?
Many publications have begun to offer digital advertising packages, either in combination with print, or in lieu of print. Like any new way of thinking, it is taking time to train salespeople and execute digital plans. The good news is consumers still turn to print for trusted news and advertising information, while radio, cable and broadcast outlets become less trusted and more fragmented.
What contributions are you most proud of during your time with the board?
Every publication and publisher is unique, and I hope I’ve brought new ideas, questions and perspectives to the organization.
What are your goals for the association in the next few years?
I would like to see increased participation during training conferences. With so many consolidations taking place within the publishing industry, we need to convince decision-makers that an investment in their employees’ development is an investment toward their operation’s success.
What advice would you give to someone new to the community paper publishing industry?
Watch what successful people do, and learn to emulate their actions. This can be done in-house, and through training and networking during conferences.
What are some of your hobbies or interests outside of work?
I head to a nearby state park to camp when time allows, and spend as much time as possible with my family. I have also been active in local government, including Harlan City Council, Mayor and soon-to-be Shelby County Supervisor.
What is the last book you read or the last movie you watched that you would recommend?
I read “Eat That Frog” lakeside the last two evenings (see pervious answer), as recommended by Cory Regnier and the MVPs. The last movie/series I watched (again) was Band of Brothers. Although completely different subject matters, there is much to be learned from both of those.
Who has been a significant influence or mentor in your life and career, and why?
My father taught me that persistence, hard work, dedication and treating people with respect will take you a long way in life. My career has been largely shaped by the late Leo Mores and his two sons, Steve and Alan, who hired me straight out of college. I was fortunate to have 39 years under their direction at the Harlan Newspapers.
Can you share a fun fact about yourself that people might not know?
I can recite the alphabet backward, and once had my hands on the steering wheel of the Navy’s USS Eisenhower, a nuclear-powered aircraft carrier, in the Atlantic Ocean.
What's a personal motto or philosophy that you live by?
Life is short. Live for today and plan for tomorrow.
How do you believe free community papers impact local communities, and why is this important to you?
Connecting consumers with local businesses is imperative for our communities. Every dollar spent locally on goods and services is multiplied many times over, helping to bolster our business community, population and tax base. Without these components, it’s impossible to sustain quality schools, health care facilities and other amenities that people want and need.
Where do you see the future of free community papers, and how can we prepare for it?
I believe hybrid print and online publications will be a fact of life for the next generation. Data collection and technology updates will be crucial to pull this off successfully.
Is there anything you would like to say to the members of Midwest Free Community Papers?
If you want the best, inexpensive training available to yourself and your employees, attend as many MFCP conferences as possible. The speakers and networking opportunities are virtually endless. Speaking of “virtually”, if you are unable to attend in person, many training sessions are available via ZOOM. Open and read your notices from Lee and other MFCP personnel. You WILL miss something important if you don’t.
Joyce Frericks
Business Manager/Publisher
Star Publications, LLC
Can you tell us about your background in the publishing industry and your current role within your organization?
I have been working at Star Publications since 1991. I started in accounts receivable and became a partner in 2007. I am currently the business manager/publisher.
How did you get involved with Midwest Free Community Papers, and what motivated you to join the board?
We became a member of MFCP when they merged with the Minnesota Free Paper Association. I went to a publisher's summit that summer and have been a fan of MFCP since. Everyone at that meeting was very welcoming and shared ideas that still benefit us today. I wanted to be able to give back to MFCP as they have given so much to us.
What do you see as the biggest challenges facing the free community paper industry today, and how do you think we can address them?
I think the biggest challenge is believing in ourselves and remembering that have products that serve our customers and readers. We need to be our own advocates.
What opportunities do you see for growth and innovation in our industry?
I see opportunities of bringing the power of print back to our youth. There is research coming out that warns us of the dangers of the internet for our children. We need to continue to bring quality products to our readers and remind our advertisers of the results.
What contributions are you most proud of during your time with the board?
Serving on the MCN/MDN committee.
What are your goals for the association in the next few years?
I would like to continue to see MFCP be a resource for new publications and be a source of information for new owners.
What advice would you give to someone new to the community paper publishing industry?
My advice is to have your sales people walk in the door of the businesses you serve. A face-to-face sales call will almost always have better results.
What are some of your hobbies or interests outside of work?
I love spending time with my kids and grandchildren.
What is the last book you read or the last movie you watched that you would recommend?
Book - Perpetual Motivation by David Durand. Movie – I haven't seen one in a while.
Who has been a significant influence or mentor in your life and career, and why?
My business partners. There are seven of us. We all have different roles in our company and I have learned from every one of them.
What's a personal motto or philosophy that you live by?
Don't quit! Nobody who ever gave their best regretted it.
How do you believe free community papers impact local communities, and why is this important to you?
Absolutely our free papers impact our local communities. Our papers bring local information to our readers that they would have to search the internet for many hours to come even close to finding. They also give our advertisers an affordable way to reach their core customers. It is estimated that over 80% of people use their local business.
Where do you see the future of free community papers, and how can we prepare for it?
I see us being stronger if we can be our own advocates and remind our readers and advertisers of our benefits.
Is there anything you would like to say to the members of Midwest Free Community Papers?
Remember that what we do matters every day – to our readers – to our advertisers – to our employees and to our communities. On a down day read Theodore Roosevelt's Man in the Arena speech - "It is not the critic who counts: not the man who points out how the strong man stumbles or where the doer of deeds could have done better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood, who strives valiantly, who errs and comes up short again and again, because there is no effort without error or shortcoming, but who knows the great enthusiasms, the great devotions, who spends himself in a worthy cause; who, at the best, knows, in the end, the triumph of high achievement, and who, at the worst, if he fails, at least he fails while daring greatly, so that his place shall never be with those cold and timid souls who knew neither victory nor defeat."
—Theodore Roosevelt
Speech at the Sorbonne, Paris, April 23, 1910
Greg Birkett, MFCP Treasurer
Publisher/Owner
Dubuque Advertiser
Can you tell us about your background in the publishing industry and your current role within your organization?
I started with The Dubuque Advertiser when I was just a kid. I grew up across the street from the business and the owners, Jack and Marge Aird. I am currently the Publisher/Owner.
How did you get involved with Midwest Free Community Papers, and what motivated you to join the board?
In the 1980's when I was a young man in the industry, I learned of a state association for free papers then known as Shoppers Guides of Iowa. I attended a conference (we had quarterly conferences back then) and I was hooked. I learned so much from those networking sessions that when I was asked to join the board I agreed. I also had a stint as the Executive Director of the association, converting it to Midwest Free Community Papers to better reflect the membership.
What contributions are you most proud of during your time with the board?
During my time on the board, we had many initiatives started including the Midwest Display Network, 2x2 network and now the digital advertising network, all to help members and the association. Continuing with our great training and conference opportunities is very important, as well as seeking out more publications we can help and we can learn from.
What do you see as the biggest challenges facing the free community paper industry today, and how do you think we can address them?
The industry is going through many changes and challenges and the decline in traditional media has touched us all. Small businesses that still rely on the inexpensive advertising that works that we provide need us. What gets me out of bed in the morning is that our publications are still delivering great results for our clients. I think we need to change to adapt, using new marketing tactics and speaking for a pure shopper model, we probably need to adjust our content. With costs increasing all the time we need to control costs and that is getting tougher all the time with rising labor costs and distribution costs. Learning from each other and seeing what is working from others is really important. We need to make sure we are taking opportunities to help our customers. If we can deliver results with our publications and/or with digital advertising to help our clients they will keep hiring us.
What are your goals for the association in the next few years?
If MFCP can stay relevant in the operations of our member publications we will remain strong. A goal for me is to make sure we are listening to the needs of our membership.
What advice would you give to someone new to the community paper publishing industry?
I would recommend attending MFCP meetings for all members. They will not be disappointed.
What are some of your hobbies or interests outside of work?
I enjoy serving people in our community and I serve on several non-profit boards including the Knights of Columbus, Hospice of Dubuque, the Northeast Iowa Community College Graphics advisory board, Centennial Cross Incorporated and others. I also enjoy ATV riding, working around my acreage, stock car races and a good poker game.
Can you share a fun fact about yourself that people might not know?
Fun fact: I owned and drove a stock car for 7 years.
What is the last book you read or the last movie you watched that you would recommend?
I have enjoyed reading a series of mystery books in the past but lately have done more listening to podcasts.
Who has been a significant influence or mentor in your life and career, and why?
Jack Aird, the owner of The Dubuque Advertiser and his son Randy have both been great role models for me in business. They were always ethical and honest and you can't lose with those 2 traits
What's a personal motto or philosophy that you live by?
Honesty is the best policy - and work hard and play hard are both good mottos.
How do you believe free community papers impact local communities, and why is this important to you?
Free papers help local businesses to grow and help many area non-profits too, and that makes for a great community.
Where do you see the future of free community papers, and how can we prepare for it?
I see free papers continue to have great readership and by getting our papers/messaging out in traditional ways or in digital ways we can continue to evolve.
Is there anything you would like to say to the members of Midwest Free Community Papers?
I would suggest any members who are not attending meetings to let us know why not, and what can we do to get them to attend. I hope we are welcoming and provide great content and networking opportunities.
Corey Regnier
Graphics/Composition Manager
Windom Shopper, Windom MN.
Can you tell us about your background in the publishing industry and your current role within your organization?
Prior to entering the publishing industry, I worked primarily for theatre companies. I’ve now been with Citizen Publishing for about a decade and serve as the manager for the composition and graphics department.
How did you get involved with Midwest Free Community Papers, and what motivated you to join the board?
Our company has been members for a long time and my publisher has been on the board before. After my graduation from the ACP Rising Stars program, I wanted to remain involved in the industry and thought joining the board of directors would be a great way to do so.
What do you see as the biggest challenges facing the free community paper industry today, and how do you think we can address them?
Some of the biggest challenges are the shift that digital brings. To address it, we must face the fact that it is here to stay, and then, learn how to leverage it to our advantage.
What opportunities do you see for growth and innovation in our industry?
There are opportunities to harness digital sales and AI productivity to find a way to increase profits by marrying it with our main products.
What contributions are you most proud of during your time with the board?
I take pride in chairing the MVP program. The young professional group holds a place in my heart and I believe they are vital to the longevity of the association as a whole.
What are your goals for the association in the next few years?
I would love to grow the MVP program more as it is still fairly new for the association. Getting the MVPs excited, involved and in integrated into the industry is the vision.
What advice would you give to someone new to the community paper publishing industry?
If they are a completely new publication the best advice I could give them would be to make sure to join MFCP. If they are new to a company who is already a member, then it would be to make sure they are using all their member benefits. The networking, ideas and training are undoubtedly the best way to stay connected and grow.
What are some of your hobbies or interests outside of work?
I enjoy puzzle and strategy games and fishing with my kids.
What is the last book you read or the last movie you watched that you would recommend?
Honestly, I couldn’t even tell you the last thing I watched or read for pleasure. Typically, if I’m watching or reading something, it is a tutorial.
Who has been a significant influence or mentor in your life and career, and why?
My father has had a huge impact on my personal growth. I find every day I’m becoming more like him; and that’s not a bad thing. As far as my career, my publisher, Trevor Slette, has given me opportunity after opportunity to grow and has been incredibly supportive and a great mentor and resource.
Can you share a fun fact about yourself that people might not know?
My family purchased, renovated and operated an art deco single-screen theatre where we showed classic films and live theatre and music. Our theatre was once featured in Midwest Living Magazine.
What’s a personal motto or philosophy that you live by?
It may be cliché, but you can’t go wrong with the golden rule.
How do you believe free community papers impact local communities, and why is this important to you?
Free publications absolutely impact local communities. It doesn’t matter whether the publication has news or not. Especially in smaller markets, like my own, we are the information hub and voice of the community. We provide a vital service.
Where do you see the future of free community papers, and how can we prepare for it?
There will be more integration of digital products, but that is every industry. I think that there is inherent trust at the core of our products and I like to think there will be a sort of renaissance when people grow tired of always be tracked and manipulated. The best way to prepare for either, or both, scenarios is to attend the conferences, retreats, discussions and webinars provided by the association.
Is there anything you would like to say to the members of Midwest Free Community Papers?
MFCP is a healthy, vibrant association because of its members. I will say what I always tell the MVPs. Whatever you put into the association, you will get back and more. Join us and help both your business and our association flourish.
Tiffany Gardner
Outside Sales Representative
Grant, Iowa, Lafayette Shopping News
Can you tell us about your background in the publishing industry and your current role within your organization?
I have been with the Grant, Iowa, Lafayette Shopping News for 11 years. During that time, I have been in inside sales and covered for Distribution (back when we had carriers!). I have been an outside sales representative for around nine years.
How did you get involved with Midwest Free Community Papers, and what motivated you to join the board?
I became involved with MFCP by chairing the Most Valued Professionals program. As a rising star in the ACP program, I was asked to assist with the start-up of the MVP program MFCP offered to professionals in the field.
What do you see as the biggest challenges facing the free community paper industry today, and how do you think we can address them?
I see many new challenges that may seem like a threat to print, but I’m not scared! Technology is moving at an incredible pace, but that doesn’t mean print products are out of style. We just need to be fearless. Have pride and belief in our products.
What opportunities do you see for growth and innovation in our industry?
MFCP offers its members numerous opportunities for growth through conferences and trainings. I have learned a lot through meeting others in this industry. Sharing ideas, networking, and training are truly what has been key to my personal growth in the paper industry.
What contributions are you most proud of during your time with the board?
I am proud and honored to have been the mentor for the Most Valued Professionals program.
What are your goals for the association in the next few years?
I want to see the association grow and thrive. It would be great to seen an increase in memberships.
What advice would you give to someone new to the community paper publishing industry?
Attend conferences! Network! Learn from industry professionals who have seen the challenges print has faced. Their advice, knowledge, and expertise has been incredibly valuable.
What are some of your hobbies or interests outside of work?
With 3 kids and 2 dogs, we are always busy. Our favorite activities include salmon fishing, going on day trips, and trying new restaurants.
What is the last book you read or the last movie you watched that you would recommend?
In our house watch a lot of Bluey and we are currently reading Alice in Wonderland (the original Lewis Carroll book).
Who has been a significant influence or mentor in your life and career, and why?
I have drawn inspiration from some pretty amazing women. I look to my mom for her compassion and drive. I never realized how much work being a mom is, and I have a whole new appreciation. I look to Lee Borkowski for her tenacity and work ethic. If something needs to get done, Lee will do it (and probably have an Excel spreadsheet to accompany it). A woman who was a sales rep (now advertiser), has given me amazing advice about the industry. She told me “If you are ever offered training opportunities, for any career path, take it. Never turn away the chance to educate yourself”.
Can you share a fun fact about yourself that people might not know?
Nothing weirds me out more than a frog.
What’s a personal motto or philosophy that you live by?
Work smarter. Not harder.
How do you believe free community papers impact local communities, and why is this important to you?
Free community papers are just that. Free: There is no income barrier, and no subscription is needed. Community: They serve local information via ads and editorial about your geographic area. Papers: We are tangible, can be held, and have stood the test of time as the number one source to receive credible information. The impact free community papers have on our communities is major.
Where do you see the future of free community papers, and how can we prepare for it?
Message to Members:
Digital never feels as reliable as print. Always have faith in your products. If your customers know you believe, so will they!
Carrie Vander Weerdt
Advertising Director
Jasper County Advisor & Newton News
Can you tell us about your background in the publishing industry and your current role within your organization?
I started working for a small local paper doing some ad sales and worked into ad design and paper layout. I then switched jobs (20 years ago) to be a district manager in circulation for the Newton Daily News and Jasper County Advertiser. I did that for 15 years, until we stopped having carriers. I am now Advertising Director at the Jasper County Advertiser, Newton News and a couple of small papers.
How did you get involved with Midwest Free Community Papers, and what motivated you to join the board?
I got involved a few years ago when I became part of our Advertising department. I always knew about MFCP but wasn't ever actively involved. Once I started in Advertising, I became interested in some of the training that was offered so I started going to the conferences. I was asked to be on the board last year and felt that it would be a great opportunity for me to learn more about leadership and have some different experience under my belt.
What do you see as the biggest challenges facing the free community paper industry today, and how do you think we can address them?
One of the biggest challenges I see are the ones where the advertisers say that no one reads the paper anymore so why advertise. We still need the printed editions of the paper, but if there are no advertisers then the printed paper will suffer. Somehow, we need to direct people and advertisers back to our print edition. We need to come up with ways to get our readers engaged and ultimately our advertisers advertising.
What advice would you give to someone new to the community paper publishing industry?
Take every opportunity to network with other people in the industry. Go to the conferences that are offered and take the trainings. Always have an open mind to learn from others!
What are some of your hobbies or interests outside of work?
My husband and I like to travel and take our side by side to various places to ride the trails. We also like to take a Sunday afternoon ride in our side by side with friends to get ice cream. We are also very passionate about our mission work that we do in the Bahamas.
We also love chasing after all 11 of our grandkids and all of their activities.
What is the last book you read or the last movie you watched that you would recommend?
My most recent movie that I have watched that I would recommend is "Unsung Hero". The whole story of Faith and Family resonates with me.
Who has been a significant influence or mentor in your life and career, and why?
My most significant influence in my life was my mom. She taught me so much and did it in the kindest, softest way. My best mentor that I have had in my career is Dan Goetz who used to be my publisher. He taught me a lot about myself and what I am capable of doing. He would take the time to explain things to me if I didn't know how to do them.
Can you share a fun fact about yourself that people might not know?
My older brother and I are both adopted, we do not have the same birth parents, and we have a brother 14 years younger than me that was born to my parents. I also searched and found my birth mom at 24 and have had a relationship with her, my step dad, sister and step brothers ever since.
What's a personal motto or philosophy that you live by?
Treat others as you want to be treated and God has a plan for all of our lives so we need to depend on him to guide us.
How do you believe free community papers impact local communities, and why is this important to you?
Helps people of the community get information about various things going on such as, garage sales, auctions, sales, birthday announcements and so much more. Some people don't have the money for a subscription to a paper so the free papers help both the advertiser and the reader.
Where do you see the future of free community papers, and how can we prepare for it?
I think we are going to have to figure out how to have a balance of the print edition as well as digital
Is there anything you would like to say to the members of Midwest Free Community Papers?
Take advantage of what Midwest Free Community Papers has to offer. You can learn so much from the trainings and the networking opportunities that are offered.
Julia Thompson
President of Southern Minnesota Shoppers, Inc.
Can you tell us about your background in the publishing industry and your current role within your organization?
I started in sales many years ago and worked my way up to sale manager, general manager and now my current title is President of Southern Minnesota Shoppers, Inc. I oversee the Freeborn and Mower County Shoppers in Albert Lea and Austin, MN.
How did you get involved with Midwest Free Community Papers, and what motivated you to join the board?
When I started at the Shopper, my manager, Denny Raiche, was involved in MFCP. I would go to conferences and he would introduce me to all the movers and shakers. I knew that this was a group I wanted to be more involved with.
What contributions are you most proud of during your time with the board?
I am on a sub-committee called, “The Best Committee Ever”. We have promoted and educated publications about the MFCP classified and display network. It’s satisfying seeing new salespeople and publications selling into the network.
What do you see as the biggest challenges facing the free community paper industry today, and how do you think we can address them?
Keeping readers engaged in our products is getting more difficult because of the many options that are available. Focusing on local content and having a bigger on-line presence can not only keep longtime readers but attract the younger, digital savvy consumer.
What opportunities do you see for growth and innovation in our industry?
Embracing digital sales and technology.
What are your goals for the association in the next few years?
Having more members participate in training, discussions and selling networks ads.
What advice would you give to someone new to the community paper publishing industry? You will get out of it what you put into it.
What are some of your hobbies or interests outside of work?
I love to cook but hate washing dishes. I enjoy doing project on my house, laughing with friends and family, traveling, going to sporting events and shopping.
Can you share a fun fact about yourself that people might not know?
At my High School graduation breakfast, I was voted best dressed. My sister and father also received this coveted award. When my kids would challenge my fashion advise, I would bring up this hard-earned honor every chance I got. Unfortunately, my children didn’t listen to my trend-setting suggestions and this long-standing family tradition ended.
What is the last book you read or the last movie you watched that you would recommend?
The last move I watched was King Richard, the Venus and Serena William’s family story. It’s definitely worth watching. Currently I’m reading “The Women”. It was recommended by several people and so far, so good.
Who has been a significant influence or mentor in your life and career, and why?
My former boss, Denny Raiche. When he retired and I ran into an issue, I would ask myself, “WWDD?” (What would Denny do) The answers came easily when I looked at a problem through his eyes.
What's a personal motto or philosophy that you live by?
“A day without laughter is a day wasted” --- Charlie Chaplin
Is there anything you would like to say to the members of Midwest Free Community Papers?
Take advantage of the MFCP member benefits!
This month we are featuring a Q&A with some of our MFCP Board. It is the beginning of our fiscal year and the start of our 70th year as an organization. Their dedication is like none other and it comes through in their answers! Enjoy!
Mike Kolbe, MFCP President
The Rocket, Harlan, IA
Can you tell us about your background in the publishing industry and your current role within your organization?
While earning my Journalism degree from Iowa State University in the early 80s, I began part-time gigs as a sports writer for the Ames (IA) Daily Tribune, and reporter and adv. salesperson for the Tri-County Times in Huxley/Slater. I joined the Harlan Newspapers as an adv. salesperson in ’83. During a brief hiatus from Harlan, I sold adv. for the Iowa Farmer Today, published by the Cedar Rapids Gazette at the time. I am currently the General Manager of the Harlan Newspapers, including the Rocket shopper and twin weekly newspapers, the Tribune and News-Advertiser.
How did you get involved with Midwest Free Community Papers, and what motivated you to join the board?
I attended many training conferences in the early years of SGI, which later became MFCP. I gained much of my industry knowledge and many professional connections through those meetings, and was able to use the skills to improve my sales and management abilities. I was asked to join the Board of Directors several years ago, and am currently the President of the organization. It has been a rewarding experience to work with, and learn from so many talented, dedicated people.
What do you see as the biggest challenges facing the free community paper industry today, and how do you think we can address them?
Like most other industries, attracting young, skilled talent is crucial to our success. Our businesses and publications must remain relevant to employees and consumers, alike. Another challenge is distribution methods and costs. The unreliability of the US Postal Service and continued postal rate hikes make it increasingly difficult to keep advertising rates competitive with other media. Likewise, carriers seem to be less available and responsible than they used to be.
What opportunities do you see for growth and innovation in our industry?
Many publications have begun to offer digital advertising packages, either in combination with print, or in lieu of print. Like any new way of thinking, it is taking time to train salespeople and execute digital plans. The good news is consumers still turn to print for trusted news and advertising information, while radio, cable and broadcast outlets become less trusted and more fragmented.
What contributions are you most proud of during your time with the board?
Every publication and publisher is unique, and I hope I’ve brought new ideas, questions and perspectives to the organization.
What are your goals for the association in the next few years?
I would like to see increased participation during training conferences. With so many consolidations taking place within the publishing industry, we need to convince decision-makers that an investment in their employees’ development is an investment toward their operation’s success.
What advice would you give to someone new to the community paper publishing industry?
Watch what successful people do, and learn to emulate their actions. This can be done in-house, and through training and networking during conferences.
What are some of your hobbies or interests outside of work?
I head to a nearby state park to camp when time allows, and spend as much time as possible with my family. I have also been active in local government, including Harlan City Council, Mayor and soon-to-be Shelby County Supervisor.
What is the last book you read or the last movie you watched that you would recommend?
I read “Eat That Frog” lakeside the last two evenings (see pervious answer), as recommended by Cory Regnier and the MVPs. The last movie/series I watched (again) was Band of Brothers. Although completely different subject matters, there is much to be learned from both of those.
Who has been a significant influence or mentor in your life and career, and why?
My father taught me that persistence, hard work, dedication and treating people with respect will take you a long way in life. My career has been largely shaped by the late Leo Mores and his two sons, Steve and Alan, who hired me straight out of college. I was fortunate to have 39 years under their direction at the Harlan Newspapers.
Can you share a fun fact about yourself that people might not know?
I can recite the alphabet backward, and once had my hands on the steering wheel of the Navy’s USS Eisenhower, a nuclear-powered aircraft carrier, in the Atlantic Ocean.
What's a personal motto or philosophy that you live by?
Life is short. Live for today and plan for tomorrow.
How do you believe free community papers impact local communities, and why is this important to you?
Connecting consumers with local businesses is imperative for our communities. Every dollar spent locally on goods and services is multiplied many times over, helping to bolster our business community, population and tax base. Without these components, it’s impossible to sustain quality schools, health care facilities and other amenities that people want and need.
Where do you see the future of free community papers, and how can we prepare for it?
I believe hybrid print and online publications will be a fact of life for the next generation. Data collection and technology updates will be crucial to pull this off successfully.
Is there anything you would like to say to the members of Midwest Free Community Papers?
If you want the best, inexpensive training available to yourself and your employees, attend as many MFCP conferences as possible. The speakers and networking opportunities are virtually endless. Speaking of “virtually”, if you are unable to attend in person, many training sessions are available via ZOOM. Open and read your notices from Lee and other MFCP personnel. You WILL miss something important if you don’t.
Joyce Frericks
Business Manager/Publisher
Star Publications, LLC
Can you tell us about your background in the publishing industry and your current role within your organization?
I have been working at Star Publications since 1991. I started in accounts receivable and became a partner in 2007. I am currently the business manager/publisher.
How did you get involved with Midwest Free Community Papers, and what motivated you to join the board?
We became a member of MFCP when they merged with the Minnesota Free Paper Association. I went to a publisher's summit that summer and have been a fan of MFCP since. Everyone at that meeting was very welcoming and shared ideas that still benefit us today. I wanted to be able to give back to MFCP as they have given so much to us.
What do you see as the biggest challenges facing the free community paper industry today, and how do you think we can address them?
I think the biggest challenge is believing in ourselves and remembering that have products that serve our customers and readers. We need to be our own advocates.
What opportunities do you see for growth and innovation in our industry?
I see opportunities of bringing the power of print back to our youth. There is research coming out that warns us of the dangers of the internet for our children. We need to continue to bring quality products to our readers and remind our advertisers of the results.
What contributions are you most proud of during your time with the board?
Serving on the MCN/MDN committee.
What are your goals for the association in the next few years?
I would like to continue to see MFCP be a resource for new publications and be a source of information for new owners.
What advice would you give to someone new to the community paper publishing industry?
My advice is to have your sales people walk in the door of the businesses you serve. A face-to-face sales call will almost always have better results.
What are some of your hobbies or interests outside of work?
I love spending time with my kids and grandchildren.
What is the last book you read or the last movie you watched that you would recommend?
Book - Perpetual Motivation by David Durand. Movie – I haven't seen one in a while.
Who has been a significant influence or mentor in your life and career, and why?
My business partners. There are seven of us. We all have different roles in our company and I have learned from every one of them.
What's a personal motto or philosophy that you live by?
Don't quit! Nobody who ever gave their best regretted it.
How do you believe free community papers impact local communities, and why is this important to you?
Absolutely our free papers impact our local communities. Our papers bring local information to our readers that they would have to search the internet for many hours to come even close to finding. They also give our advertisers an affordable way to reach their core customers. It is estimated that over 80% of people use their local business.
Where do you see the future of free community papers, and how can we prepare for it?
I see us being stronger if we can be our own advocates and remind our readers and advertisers of our benefits.
Is there anything you would like to say to the members of Midwest Free Community Papers?
Remember that what we do matters every day – to our readers – to our advertisers – to our employees and to our communities. On a down day read Theodore Roosevelt's Man in the Arena speech - "It is not the critic who counts: not the man who points out how the strong man stumbles or where the doer of deeds could have done better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood, who strives valiantly, who errs and comes up short again and again, because there is no effort without error or shortcoming, but who knows the great enthusiasms, the great devotions, who spends himself in a worthy cause; who, at the best, knows, in the end, the triumph of high achievement, and who, at the worst, if he fails, at least he fails while daring greatly, so that his place shall never be with those cold and timid souls who knew neither victory nor defeat."
—Theodore Roosevelt
Speech at the Sorbonne, Paris, April 23, 1910
Greg Birkett, MFCP Treasurer
Publisher/Owner
Dubuque Advertiser
Can you tell us about your background in the publishing industry and your current role within your organization?
I started with The Dubuque Advertiser when I was just a kid. I grew up across the street from the business and the owners, Jack and Marge Aird. I am currently the Publisher/Owner.
How did you get involved with Midwest Free Community Papers, and what motivated you to join the board?
In the 1980's when I was a young man in the industry, I learned of a state association for free papers then known as Shoppers Guides of Iowa. I attended a conference (we had quarterly conferences back then) and I was hooked. I learned so much from those networking sessions that when I was asked to join the board I agreed. I also had a stint as the Executive Director of the association, converting it to Midwest Free Community Papers to better reflect the membership.
What contributions are you most proud of during your time with the board?
During my time on the board, we had many initiatives started including the Midwest Display Network, 2x2 network and now the digital advertising network, all to help members and the association. Continuing with our great training and conference opportunities is very important, as well as seeking out more publications we can help and we can learn from.
What do you see as the biggest challenges facing the free community paper industry today, and how do you think we can address them?
The industry is going through many changes and challenges and the decline in traditional media has touched us all. Small businesses that still rely on the inexpensive advertising that works that we provide need us. What gets me out of bed in the morning is that our publications are still delivering great results for our clients. I think we need to change to adapt, using new marketing tactics and speaking for a pure shopper model, we probably need to adjust our content. With costs increasing all the time we need to control costs and that is getting tougher all the time with rising labor costs and distribution costs. Learning from each other and seeing what is working from others is really important. We need to make sure we are taking opportunities to help our customers. If we can deliver results with our publications and/or with digital advertising to help our clients they will keep hiring us.
What are your goals for the association in the next few years?
If MFCP can stay relevant in the operations of our member publications we will remain strong. A goal for me is to make sure we are listening to the needs of our membership.
What advice would you give to someone new to the community paper publishing industry?
I would recommend attending MFCP meetings for all members. They will not be disappointed.
What are some of your hobbies or interests outside of work?
I enjoy serving people in our community and I serve on several non-profit boards including the Knights of Columbus, Hospice of Dubuque, the Northeast Iowa Community College Graphics advisory board, Centennial Cross Incorporated and others. I also enjoy ATV riding, working around my acreage, stock car races and a good poker game.
Can you share a fun fact about yourself that people might not know?
Fun fact: I owned and drove a stock car for 7 years.
What is the last book you read or the last movie you watched that you would recommend?
I have enjoyed reading a series of mystery books in the past but lately have done more listening to podcasts.
Who has been a significant influence or mentor in your life and career, and why?
Jack Aird, the owner of The Dubuque Advertiser and his son Randy have both been great role models for me in business. They were always ethical and honest and you can't lose with those 2 traits
What's a personal motto or philosophy that you live by?
Honesty is the best policy - and work hard and play hard are both good mottos.
How do you believe free community papers impact local communities, and why is this important to you?
Free papers help local businesses to grow and help many area non-profits too, and that makes for a great community.
Where do you see the future of free community papers, and how can we prepare for it?
I see free papers continue to have great readership and by getting our papers/messaging out in traditional ways or in digital ways we can continue to evolve.
Is there anything you would like to say to the members of Midwest Free Community Papers?
I would suggest any members who are not attending meetings to let us know why not, and what can we do to get them to attend. I hope we are welcoming and provide great content and networking opportunities.
Corey Regnier
Graphics/Composition Manager
Windom Shopper, Windom MN.
Can you tell us about your background in the publishing industry and your current role within your organization?
Prior to entering the publishing industry, I worked primarily for theatre companies. I’ve now been with Citizen Publishing for about a decade and serve as the manager for the composition and graphics department.
How did you get involved with Midwest Free Community Papers, and what motivated you to join the board?
Our company has been members for a long time and my publisher has been on the board before. After my graduation from the ACP Rising Stars program, I wanted to remain involved in the industry and thought joining the board of directors would be a great way to do so.
What do you see as the biggest challenges facing the free community paper industry today, and how do you think we can address them?
Some of the biggest challenges are the shift that digital brings. To address it, we must face the fact that it is here to stay, and then, learn how to leverage it to our advantage.
What opportunities do you see for growth and innovation in our industry?
There are opportunities to harness digital sales and AI productivity to find a way to increase profits by marrying it with our main products.
What contributions are you most proud of during your time with the board?
I take pride in chairing the MVP program. The young professional group holds a place in my heart and I believe they are vital to the longevity of the association as a whole.
What are your goals for the association in the next few years?
I would love to grow the MVP program more as it is still fairly new for the association. Getting the MVPs excited, involved and in integrated into the industry is the vision.
What advice would you give to someone new to the community paper publishing industry?
If they are a completely new publication the best advice I could give them would be to make sure to join MFCP. If they are new to a company who is already a member, then it would be to make sure they are using all their member benefits. The networking, ideas and training are undoubtedly the best way to stay connected and grow.
What are some of your hobbies or interests outside of work?
I enjoy puzzle and strategy games and fishing with my kids.
What is the last book you read or the last movie you watched that you would recommend?
Honestly, I couldn’t even tell you the last thing I watched or read for pleasure. Typically, if I’m watching or reading something, it is a tutorial.
Who has been a significant influence or mentor in your life and career, and why?
My father has had a huge impact on my personal growth. I find every day I’m becoming more like him; and that’s not a bad thing. As far as my career, my publisher, Trevor Slette, has given me opportunity after opportunity to grow and has been incredibly supportive and a great mentor and resource.
Can you share a fun fact about yourself that people might not know?
My family purchased, renovated and operated an art deco single-screen theatre where we showed classic films and live theatre and music. Our theatre was once featured in Midwest Living Magazine.
What’s a personal motto or philosophy that you live by?
It may be cliché, but you can’t go wrong with the golden rule.
How do you believe free community papers impact local communities, and why is this important to you?
Free publications absolutely impact local communities. It doesn’t matter whether the publication has news or not. Especially in smaller markets, like my own, we are the information hub and voice of the community. We provide a vital service.
Where do you see the future of free community papers, and how can we prepare for it?
There will be more integration of digital products, but that is every industry. I think that there is inherent trust at the core of our products and I like to think there will be a sort of renaissance when people grow tired of always be tracked and manipulated. The best way to prepare for either, or both, scenarios is to attend the conferences, retreats, discussions and webinars provided by the association.
Is there anything you would like to say to the members of Midwest Free Community Papers?
MFCP is a healthy, vibrant association because of its members. I will say what I always tell the MVPs. Whatever you put into the association, you will get back and more. Join us and help both your business and our association flourish.
Tiffany Gardner
Outside Sales Representative
Grant, Iowa, Lafayette Shopping News
Can you tell us about your background in the publishing industry and your current role within your organization?
I have been with the Grant, Iowa, Lafayette Shopping News for 11 years. During that time, I have been in inside sales and covered for Distribution (back when we had carriers!). I have been an outside sales representative for around nine years.
How did you get involved with Midwest Free Community Papers, and what motivated you to join the board?
I became involved with MFCP by chairing the Most Valued Professionals program. As a rising star in the ACP program, I was asked to assist with the start-up of the MVP program MFCP offered to professionals in the field.
What do you see as the biggest challenges facing the free community paper industry today, and how do you think we can address them?
I see many new challenges that may seem like a threat to print, but I’m not scared! Technology is moving at an incredible pace, but that doesn’t mean print products are out of style. We just need to be fearless. Have pride and belief in our products.
What opportunities do you see for growth and innovation in our industry?
MFCP offers its members numerous opportunities for growth through conferences and trainings. I have learned a lot through meeting others in this industry. Sharing ideas, networking, and training are truly what has been key to my personal growth in the paper industry.
What contributions are you most proud of during your time with the board?
I am proud and honored to have been the mentor for the Most Valued Professionals program.
What are your goals for the association in the next few years?
I want to see the association grow and thrive. It would be great to seen an increase in memberships.
What advice would you give to someone new to the community paper publishing industry?
Attend conferences! Network! Learn from industry professionals who have seen the challenges print has faced. Their advice, knowledge, and expertise has been incredibly valuable.
What are some of your hobbies or interests outside of work?
With 3 kids and 2 dogs, we are always busy. Our favorite activities include salmon fishing, going on day trips, and trying new restaurants.
What is the last book you read or the last movie you watched that you would recommend?
In our house watch a lot of Bluey and we are currently reading Alice in Wonderland (the original Lewis Carroll book).
Who has been a significant influence or mentor in your life and career, and why?
I have drawn inspiration from some pretty amazing women. I look to my mom for her compassion and drive. I never realized how much work being a mom is, and I have a whole new appreciation. I look to Lee Borkowski for her tenacity and work ethic. If something needs to get done, Lee will do it (and probably have an Excel spreadsheet to accompany it). A woman who was a sales rep (now advertiser), has given me amazing advice about the industry. She told me “If you are ever offered training opportunities, for any career path, take it. Never turn away the chance to educate yourself”.
Can you share a fun fact about yourself that people might not know?
Nothing weirds me out more than a frog.
What’s a personal motto or philosophy that you live by?
Work smarter. Not harder.
How do you believe free community papers impact local communities, and why is this important to you?
Free community papers are just that. Free: There is no income barrier, and no subscription is needed. Community: They serve local information via ads and editorial about your geographic area. Papers: We are tangible, can be held, and have stood the test of time as the number one source to receive credible information. The impact free community papers have on our communities is major.
Where do you see the future of free community papers, and how can we prepare for it?
Message to Members:
Digital never feels as reliable as print. Always have faith in your products. If your customers know you believe, so will they!
Carrie Vander Weerdt
Advertising Director
Jasper County Advisor & Newton News
Can you tell us about your background in the publishing industry and your current role within your organization?
I started working for a small local paper doing some ad sales and worked into ad design and paper layout. I then switched jobs (20 years ago) to be a district manager in circulation for the Newton Daily News and Jasper County Advertiser. I did that for 15 years, until we stopped having carriers. I am now Advertising Director at the Jasper County Advertiser, Newton News and a couple of small papers.
How did you get involved with Midwest Free Community Papers, and what motivated you to join the board?
I got involved a few years ago when I became part of our Advertising department. I always knew about MFCP but wasn't ever actively involved. Once I started in Advertising, I became interested in some of the training that was offered so I started going to the conferences. I was asked to be on the board last year and felt that it would be a great opportunity for me to learn more about leadership and have some different experience under my belt.
What do you see as the biggest challenges facing the free community paper industry today, and how do you think we can address them?
One of the biggest challenges I see are the ones where the advertisers say that no one reads the paper anymore so why advertise. We still need the printed editions of the paper, but if there are no advertisers then the printed paper will suffer. Somehow, we need to direct people and advertisers back to our print edition. We need to come up with ways to get our readers engaged and ultimately our advertisers advertising.
What advice would you give to someone new to the community paper publishing industry?
Take every opportunity to network with other people in the industry. Go to the conferences that are offered and take the trainings. Always have an open mind to learn from others!
What are some of your hobbies or interests outside of work?
My husband and I like to travel and take our side by side to various places to ride the trails. We also like to take a Sunday afternoon ride in our side by side with friends to get ice cream. We are also very passionate about our mission work that we do in the Bahamas.
We also love chasing after all 11 of our grandkids and all of their activities.
What is the last book you read or the last movie you watched that you would recommend?
My most recent movie that I have watched that I would recommend is "Unsung Hero". The whole story of Faith and Family resonates with me.
Who has been a significant influence or mentor in your life and career, and why?
My most significant influence in my life was my mom. She taught me so much and did it in the kindest, softest way. My best mentor that I have had in my career is Dan Goetz who used to be my publisher. He taught me a lot about myself and what I am capable of doing. He would take the time to explain things to me if I didn't know how to do them.
Can you share a fun fact about yourself that people might not know?
My older brother and I are both adopted, we do not have the same birth parents, and we have a brother 14 years younger than me that was born to my parents. I also searched and found my birth mom at 24 and have had a relationship with her, my step dad, sister and step brothers ever since.
What's a personal motto or philosophy that you live by?
Treat others as you want to be treated and God has a plan for all of our lives so we need to depend on him to guide us.
How do you believe free community papers impact local communities, and why is this important to you?
Helps people of the community get information about various things going on such as, garage sales, auctions, sales, birthday announcements and so much more. Some people don't have the money for a subscription to a paper so the free papers help both the advertiser and the reader.
Where do you see the future of free community papers, and how can we prepare for it?
I think we are going to have to figure out how to have a balance of the print edition as well as digital
Is there anything you would like to say to the members of Midwest Free Community Papers?
Take advantage of what Midwest Free Community Papers has to offer. You can learn so much from the trainings and the networking opportunities that are offered.
Julia Thompson
President of Southern Minnesota Shoppers, Inc.
Can you tell us about your background in the publishing industry and your current role within your organization?
I started in sales many years ago and worked my way up to sale manager, general manager and now my current title is President of Southern Minnesota Shoppers, Inc. I oversee the Freeborn and Mower County Shoppers in Albert Lea and Austin, MN.
How did you get involved with Midwest Free Community Papers, and what motivated you to join the board?
When I started at the Shopper, my manager, Denny Raiche, was involved in MFCP. I would go to conferences and he would introduce me to all the movers and shakers. I knew that this was a group I wanted to be more involved with.
What contributions are you most proud of during your time with the board?
I am on a sub-committee called, “The Best Committee Ever”. We have promoted and educated publications about the MFCP classified and display network. It’s satisfying seeing new salespeople and publications selling into the network.
What do you see as the biggest challenges facing the free community paper industry today, and how do you think we can address them?
Keeping readers engaged in our products is getting more difficult because of the many options that are available. Focusing on local content and having a bigger on-line presence can not only keep longtime readers but attract the younger, digital savvy consumer.
What opportunities do you see for growth and innovation in our industry?
Embracing digital sales and technology.
What are your goals for the association in the next few years?
Having more members participate in training, discussions and selling networks ads.
What advice would you give to someone new to the community paper publishing industry? You will get out of it what you put into it.
What are some of your hobbies or interests outside of work?
I love to cook but hate washing dishes. I enjoy doing project on my house, laughing with friends and family, traveling, going to sporting events and shopping.
Can you share a fun fact about yourself that people might not know?
At my High School graduation breakfast, I was voted best dressed. My sister and father also received this coveted award. When my kids would challenge my fashion advise, I would bring up this hard-earned honor every chance I got. Unfortunately, my children didn’t listen to my trend-setting suggestions and this long-standing family tradition ended.
What is the last book you read or the last movie you watched that you would recommend?
The last move I watched was King Richard, the Venus and Serena William’s family story. It’s definitely worth watching. Currently I’m reading “The Women”. It was recommended by several people and so far, so good.
Who has been a significant influence or mentor in your life and career, and why?
My former boss, Denny Raiche. When he retired and I ran into an issue, I would ask myself, “WWDD?” (What would Denny do) The answers came easily when I looked at a problem through his eyes.
What's a personal motto or philosophy that you live by?
“A day without laughter is a day wasted” --- Charlie Chaplin
Is there anything you would like to say to the members of Midwest Free Community Papers?
Take advantage of the MFCP member benefits!