Book attempts new strategy
By Mary Lichtenwalner
Of th* Kmrmld
Th« University yearbook
made a comeback this year as an
independent organization, no
longer receiving funding from
the University. And although
the creative plans for the book
may have been strong/ the book
stood on. weak financial legs un- '
til a decision .was reached in
November. ‘ ! • ■
- ? The decision involved
. separating those handling0 the
'production_ of the tx>ok. from
those taking t;are of ina'rknting-,*
Kditqr »Sigrid Wrlgjht says... ‘. *’\
.This-, division allots Jim.
.Bellomo, a. sales representative
• ‘,‘for* the- .yearbook ° pom pan jT
. • JiisJen s •lnc\. ’arid.‘'marking „
\ jJhnatiageV Leslie Vroman to Ifqc us
■ on'.’-successtul riiarkejing
• sjrategies,’W.right says./ o.
; ° • New . marketing 0‘plans .'ah-;
helping .the book 4o come, back*
.'•a after five years .of absence as’a
ppssibl#national award winner..
sayaDcnqmo. . 0
’ * will easily .be the best' *
lx>yk. in •the' Pac-tO;‘- Bellomd
°says* ' • . •••’.
. .. Kditors of o the'.‘book* bring
. ■ much-experience to.the now’in- •
• -d e p-e. n'dent . publicatlofi.
Beilomosays.... Wright is . a
2 former >«ditor of South Fugene'
■ High School's yeurlMM)k! which .
Bel Ip tn.o say.s was -the bbsY i.ri the
.•/state. ..•••■. . >
oT-he, ° ne'w 'hp’p’k...**T.K e *
; .. - Oregon,” is not to.be mistaken
•for the earlier.' book.' "The
• Oregaiia." ’ After -disappearing-'
ln‘ 1.970 $nd. making tifcomeback
' ifi If)7s5,".the. 980 edition. t»f
.. ! ’The jOrega na" ne$er made It to
the printing press The hook left ’
the University.with a.$44,(MM) .
debt t hat t he school had tb pay
But that won't happen this
year. Hellonio savs. "There will
in? a book tjiift year .... wo re too
deep in to hack out now/.' he
says. ; V . . •; ' •• ;
"The Oregpn.'*' is- indepen
dent oOhe' University, witli fun
ding codling primarily from
advertising and Istok sales,
Wright says. 5 ,T ■. .
The staff, which consists0 of
about 40 volunteer writers and;
photographers, and three,paid
editorial positions., rents off
campus office space/In : the
Upstairs of a-local home. Rent
for’the rooms and salaries for
the editors have come from the
500-750 student subscript ions
the book sold during its fall
term sales push, Bellomo says.
But about $20,000 still is
needed to print t.000 copies of
the l»ook and that amount will
have to come from advertising,
Wright says.
“Book safes are simply npl
enough to cover the production
• of the book." she says.
The staff has collected about
$1,300 jh book sales, far less
.than' anticipated. Bellomo says
the staff .hopes ultimately to sell
. at 1‘ebst, 1,300 books. •*...
.Proftfsof 32 ‘pages" the staff
- sont'.irMo the yearbook.company.
“c'urrmitly are.IxuVig reviewed "by
. t.he“edftors.ahd. Ht> mote pages
'-.areduo this week/The 343-page
.l«><>k must be completed bit
spring" break,t../•* *’;■•’
.•That means.'the staff doesn't*
• fiuv*elinarto worry aboiit nufticy
matters,, Wright, says’* She* said:
*the division., made in'the. fall
idlo'ws her. to concentrate on
meeting’ -production deadlines
and/ making the bdok ” look
c.lean.1- ’while Be Horuo. and •
.V5rdnVan°. concentrate ori
• marketing strategies. •• . ‘
* - V
One plan is to eliminate the
usual advertising in the back of
the yearbook. Vroman and
Bellomo say it is unnecessary
and subscribers usually don’t
pay much attention to the ads.
Instead, "The Oregon" offers
businesses an advertising pro
gram that consists of several
marketing alternatives, in
cluding advertisements in a
coupon book to tar distributed at
• registration times. '. ■ . •
The program is sold with a
■ rnoney-back'guarantee.’bellomo
•aays. ."H. you . don’t -get • 30 *
coupons back'.ip a.month*, you
get your money back.'’ he stays. ”
. - He says the program should
la* •effective'. * “Right now?;, our
only* majo’r •pFObleih Is finding f
people to-do-sales?" he "says. • ”
• ‘Photos for a- section featuring.»
seniors and graduate, students
will he taken in February..-/Iain-.
■pus .organizations, and groups
also will be» featured in, the
book’apd a.°" people" -section”
Will include photos 'of* those
. students who want tb.be in-the
.bm>k but tire not affiliated with.a "
campus.group.Wright says..
l^nn
Pam Hurke. left, andSigrid Wright art! working to 'make the
University's new yearbook a sntcess.
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