Ways to Reach The NJ Audience

Golf: How to Play To Your Advantage

Tracking Through The Invisible Web

Donate Please

Apply Please

Corporate Angels

Corrections or additions?

These articles by Kathleen McGinn Spring and Bart Jackson were

prepared for the April 3, 2002 edition of

U.S. 1 Newspaper. All rights reserved.

For Freelance Writers

The New Jersey Society of Professional Freelance Writers

holds a freelance workshop on Saturday, April 6, at 8:45 a.m. at the

School of Communication, Information and Library Sciences building

at Rutgers, New Brunswick. Cost: $25. Register at www.NJSPJ.com

Patty Murray is organizing the event. Now the owner of Murray

Communications (www.murraypublicrelations.com), a Milltown-based


relations agency, she holds a journalism degree from Rutgers (Class

of 1989). She began her career with Packet Publications, writing news

for two of its community newspapers. While she enjoyed the experience,

she also discovered, as many writers do, that journalism often


long hours and does not pay terribly well in comparison with other

careers. At that point, she joined a public relations firm, and then,

about eight years ago, started her own shop.

"I’m a generalist," Murray says. "I write for corporate

publications, write speeches, do marketing, and trade shows."

She also arranges special events, and, recounting how she rode in

a vintage airplane and in a hot air balloon at a balloon festival,

says she finds that part of her job particularly satisfying. Overall,

though, the great appeal of public relations, she says, is the chance

to do a variety of different things, from running special events to

creating videos to producing projects.

Journalism offers variety, too, she readily admits. The upcoming


seminar aims to help writers uncover some of the opportunities. This

is the third freelance seminar NJSPJ has offered in the past four

years, and it expands on the last seminar. While that event


on writing for publications, this one will include opportunities in

book publishing. In the future, says Murray, workshops on writing

for corporate clients may be included.

The first workshop at this year’s seminar is "Practical Business

Advice." Panelists are Dian Killian of the National Writer’s

Union; Steve Schechter, an entertainment attorney; and Meghan

Shannon, a business planner. Next is "Publishing Your First

Book." Panelists are John Monteleone, a Pennington-based

book agent; William Cook, who writes non-fiction on sports


Vivien Chern, the author of mystery novels; Anthony


who writes short stories; and Dave Siroty, a sports writer.

After a coffee break, representatives of radio, television, and cable

stations discuss "Electronic Media Opportunities." Steve

Taylor of ABC radio and Phil Roberts of he New Jersey


Association have been invited, but the exact line-up is not yet final.

The last workshop of the day is "Print Media Opportunities."

Panelists include Barbara Fox of U.S. 1 Newspaper; Paul


of Gannett NJ; Kathleen Casey of the Star-Ledger; Kathy


of the Asbury Park Press; and Nancy Nusser of New Jersey


For writers seeking other opportunities to network and


notes, see page 28 of this issue.

Top Of Page
Ways to Reach The NJ Audience

Lying in the long shadows of two big cities — one

of them arguably the most famous metropolis on earth — New Jersey

is full of companies whose advertising messages would blanket the

airwaves if only this were Alaska or Arkansas. "The northern part

of the state is a bedroom community for New York City," says


Lukenbill, president of FastTrack Marketing Solutions. "The

southern part, near Atlantic City, is not even New Jersey." Well,

of course it is legally, but in media terms, it is tucked into


Companies that might advertise on network television elsewhere in

the country cannot begin to afford to do so here.

"You’re in the number one and number four media markets,"

says Lukenbill, referring to New York and Philadelphia. And it’s not

just television time that is out of sight. "It goes for radio

too," she says. Priced out of major media, New Jersey does offer

advertisers some unique opportunities, including, paradoxically, the

blessing of crowded highways. Lukenbill looks at advertising


for Garden State companies when she speaks on "The Keys to Media

Planning" on Tuesday, April 9, at 6 p.m. the Business Marketing

Association at the Airport Marriott in Newark. Cost: $30. Call


Lukenbill, a native of Connecticut, left the University of Connecticut

after one year to work in radio. Then she moved into an infant


cable television, spending 20 years with Sammons Communications, where

she rose to the position of director of marketing and advertising.

When Sammons was sold to Cablevision, she decided to go out on her

own. "I literally grew up in Sammons," she says. "I didn’t

think I would ever find another business relationship like that."

Nevertheless, with one daughter about to be married and another


her last year in college, Sammons decided the prudent thing to do

would be to take another job, at least for a couple of years. She

spent that time at News 12 New Jersey, where she says she got the

advertising department up and running. "I was there before there

were walls," she says.

With her daughters settled, Lukenbill turned her


to starting a company. Founded in 1995, FastTrack’s services include

business plans, marketing plans, media strategy, website development,

and crisis management. Clients include banks, pharmaceutical


law firms, car dealerships, and universities.

Media planning is rarely the same for any two clients. There are too

many variable. But some of Lukenbill’s advice applies to every entity

reaching for an audience:

Have a plan. "The essence of media planning,"

says Lukenbill, "is to have a plan." It sounds basic, but

many companies — particularly small companies — let media

buying just happen. Salespeople come through the door all day, each

declaring his or her outlet the best place to advertise, and busy

owners just say yes — or no — with little thought of an



"Don’t be reactive," says Lukenbill. "Or you get visited

by media reps and you get overwhelmed." With a plan in place it

is easier to see how a particular media opportunity fits with an


marketing goal.

Draw up a budget. "This is the most important


says Lukenbill. "You can only be as effective as a budget


With a budget in place, it is easier to fend off impulse media buys

and to resist any tendency to overspend on one medium or one time

of the year.

Blend media messages. "You should have a


plan," says Lukenbill. "Media that supports one another."

She points to Verizon’s "Can you hear me?" campaign as a good

example. Listening to the ad on the radio, consumers quickly pull

up a mental picture of the man in the Verizon television ads dressed

in hip boots or safari gear trekking to the ends of the earth, cell

phone in hand, testing to see whether his voice is getting through.

Small advertisers need to be as savvy as a Verizon in seeking more

than one way to get a message across. Billboards, for example, are

seen by many people, but, says Lukenbill, are passive. "They’re

reminders," she says. "The gross impression is tremendous,

but short-lived." Persuasion needs to be delivered via radio,

cable television, or print, and then reinforced by a billboard.

Know your audience. At the moment, Lukenbill is working

up media plans for two universities. Each, she says, has to reach

two very different audiences — parents and counselors, at one

end of the age spectrum, and teenagers at the other end. "They

share equally in the decision," she says of the two groups. Yet

one group is likely to abhor the other’s taste in radio stations,

magazines, and Internet sites. "You need a different medium to

reach each group," she says. "It can be expensive."

Use New Jersey’s strengths. It is tough to buy into major

media here. It’s just too expensive for many companies. But the Garden

State does have its strengths. Every traffic jam is an opportunity

to spend time with a captive audience. "Outdoor is very important

in New Jersey," is how Lukenbill puts it. In this, the most


populated state in the union, billboards and radio can deliver


value. "We have the lowest cost per thousand in outdoor,"

says Lukenbill.

Cable television is important here, too. With network television out

of reach, cable stations become an important part of the advertising


Build a website. "People use the Internet for


says Lukenbill. Consumers may not buy a car or a couch online, but

they are very likely to research the purchase there. "Customers

are not threatened by a website," she says. "Maybe they won’t

walk in to a business, but they will go to the website to see what

it offers." A website won’t double sales, but, says Lukenbill,

"it will give you more access."

Use the Internet, but carefully. Lukenbill says E-mail

is an important direct marketing tool, but will only use it if


have signaled that they really, really want to get the messages.


only use double opt-in," she says. This means, she explains, that

consumers check off a box saying they want to receive information

via E-mail when they register at a website, and then agree again


the information is sent.

As for advertising on the Internet, Lukenbill says it’s early days

yet. The standards for measuring the effectiveness of Internet


lag those for other media, and keep changing.

"At one time it was number of hits," says Lukenbill. "Then

it was unique visitors." The Internet, she says, "probably

still represents the smallest portion of your budget, and, right now,

rightfully so. We’ve learned it isn’t the be-all and end-all."

But then, in media buying, nothing is. Even companies with


large enough to finance time on New York network affiliate television

stations will not reach all of New Jersey’s diverse citizens. Or as

Lukenbill puts it: "Not everyone watches `Everybody Loves


No, a number of us are watching the tail lights of the car in front

of us — and memorizing billboards.

Top Of Page
Golf: How to Play To Your Advantage

Golf is the number one sport used for business,"

says Jeanne Hogan, an exercise physiologist and creator of


Golf, a conditioning video. A new golfer herself, Hogan also says

the sport is "incredibly intimidating" — especially for


Hogan gives golf tips on Wednesday, April 10, at 6 p.m. at a NJAWBO

presentation, "Golf 101," at the Pennington Golf Center.


Krusa, the center’s pro, also appears. Dinner follows at TJ’s


Cost: $38. Call 609-924-7975.

For Hogan — no relation to Ben — fitness and sports


is a second career. Prior to the birth of her daughter, Lindsey, a

sophomore at Peddie, the Pennington resident did technical writing.

She stayed at home for two years after her daughter was born and


that she had eight pounds of postpartum weight that would not go away.

She joined a fitness program for the first time in her life to banish

the pounds, and decided she could do a better instruction job than

many of the fitness professionals she encountered. That, combined

with a lifelong love of sports, led her to enroll in the College of

New Jersey to start work toward a degree in exercise fitness


which she completed in 1999.

She has led classes at the Fitness Corner in Pennington since 1985,

did an internship training the Princeton University lacrosse team

for the NCAA championships, and was program director and fitness


of Momentum Fitness from early-1997 through May, 1998. She now does

personal training from a gym in her home, teaches fitness classes

at several locations, including the new fitness center at Merrill

Lynch’s headquarters, and gives golf conditioning clinics.

And while she breezed through weight training, changing careers, and

starting a business, there is one enterprise Hogan has put on the

back burner. "I’m not marketing my video now," she says.

In her golf outings, she noticed many golfers taking tortured swings

at the little white ball. She did research, and found that 53 percent

of male golfers and 45 percent of female golfers suffer from back

pain. She learned that in golf — a sport in which the whole body

rotates around the spine — hip, shoulder, wrist, hamstring, and

forearm injuries also are common. This was not surprising, she says,

given the fact that only four percent of golfers work out, and that

few do even a little, basic stretching before heading to the first


Selling a video that demonstrated stretches and golf-specific


exercises would be a snap. "I thought I would storm the area,

go into pro shops," says Hogan. She embarked on a cold-calling

campaign to 700 courses, asking their pros to sell the video in their

courses’ pro shops. She still has 500 calls to go, but is putting

them off. "I called 200 courses," she says. "I got


and they were not nice rejections. The pros were unbelievably


She thinks her gender has a lot to do with the reception she was


Hogan says she got hooked on golf right away, relishing the challenges

of the hard-to-learn game and enjoying the camaraderie, scenery, and

fresh air of the courses. But, along the way, she discovered that

golf is not a game for women who are faint of heart. It’s not just

the way a ball can overshoot the pin on a rock-hard green with the

contours of a roller coaster. Or the choice of driving over a pond,

or threading the ball down a narrow fairway banked by trees. It’s

the other golfers.

Given the slightest provocation — real or imagined, "the men

glare at you," says Hogan. It is a man’s game, she has found.

There are still courses where women are barred from prime tee times,

and refused service in some bar areas. Still, now a five-year veteran

of the links, she says the sport is well worth the steep learning

curve and occasional nasty look. Her daughter has been offered a


job as a bag girl at a private golf club, and she is urging her to

take it. The sport, she says, offers entre to a world where "men

are out on the course doing business every day." To women who

want in, she offers this advice:

Buy the book. A collector of golf books, Hogan has found

none better than Feeling Naked on the First Tee: the Essential Guide

for New Women Players, by Ann Kelly. "Read this first," she

says. "It tells you everything you have to learn."

Take lessons. Golf is a complex sport. The swing for a

drive is different from that used out on the fairway. The stance for

each is different, too. Then there is the short game, the matter of

getting onto the green and then into the hole. Dedicated golfers spend

decades learning to "read" the greens.

For those whose shots stray, there are sand trap techniques, the art

of shooting in near proximity to a gnarled oak, and the challenge

of hitting a ball out of the muddy fringes of a swamp. None of it

is easy to master.

Hogan recommends that beginners take at least 12 lessons, perhaps

one or two a week for three months. Group lessons, she says, can be

as effective as individual sessions. "Just make sure," she

says, "that the student to teacher ratio is not more than four

to one."

Go shopping. No, the clothes one wears to wash the car,

jog, or play tennis will not do on the golf course. For starters,

Hogan exclaims, "no jeans. Never any denim." Shirts absolutely

must have collars, and shorts may not be too short. Public courses

are more lenient than are private clubs, but the beginner who wants

to avoid withering looks will play it conservatively in


shorts, tailored golf slacks, or a culotte-like golf skirt. When in

doubt, advises Hogan, call ahead and ask about dress codes.

Anyone who frequented golf courses circa 1985, but has not been out

in a while, will notice a change in foot wear. Spikes, once de


are now forbidden at many, if not most, golf clubs. In place of these

shoes, which made a very satisfying crunching sound, are soft spikes

that look often look a bit like the common sneaker. And, in fact,

Hogan says actual sneakers are sometimes permissible. But, she adds,

don’t count on seeing many pairs at private clubs.

Borrow clubs. While taking up this sport probably will

necessitate some wardrobe additions, Hogan says beginners should not

invest in clubs right away. Clubs are expensive and can be purchased

in a rapidly increasing array of permutations. The new golfer will

have little idea of which clubs will serve her best down the road.

Find a good mentor. Hogan’s early golf partner was a male

neighbor. An accomplished golfer and a patient man, he taught her

about the sport and about the elaborate etiquette that surrounds it.

She suggests that all beginners find such a golf mentor to accompany

them on their early outings.

Learn the rules. There are any number of seemingly normal

behaviors that will earn a new golfer the eternal disdain of her


not to mention some immediate, harsh rebukes. Do not ever, for


drive a cart onto a green. And don’t even think about giving a ball

a good scrubbing in the noisy cleaning machines when a fellow golfer

is teeing off. There are more caveats, lots of them, some universal,

and some peculiar to a particular club. Memorize all of them before

teeing off.

Warm up. "A golf swing is one of the most explosive

movements in sports," says Hogan. Golfers may swing hundreds of

times in a single round, and some 60 percent of those are all-out

swings. Stretch and do warm up exercises before starting a round of

golf, is Hogan’s advice. This is a one of only a few sports, she


out, that can be played by 90-year-olds — and their older sisters.

Anyone aiming for a long career on the links does well to cut down

on the chances of an injury. For men, injuries often arise because

of a lack of flexibility. For women, says Hogan, the problem usually

is a lack of strength, making a strength training regimen a good


to the sport.

Keep moving. Golf as played on Princeton-area courses

— and in most other places — is not for dawdlers. Courses

are crowded and golfers tend to be single-minded in their desire to

race around them as quickly as possible. Anyone holding up play faces

a stern talking-to from the course ranger (yes, there are rangers

in golf) and hostility from fellow golfers.

"The rule," says Hogan, "is to pick up your ball at double

par." In other words, on a par four hole, a golfer who has already

swung eight times should pack it in and move along to the next tee.

In addition, it is impolitic to spend much time parting the grasses

or scouting the woods for lost balls. Drop another ball, take the

penalty strokes, and keep moving.

Play during off hours. If you are a beginner, says Hogan,

forget about weekend play if you want to have a relatively good


Golfers on crowded courses trying to get home in time to satisfy


bent on a day at the beach have little patience for beginners. Play

during the week, says Hogan, suggesting 10 a.m. and 2 p.m. as good

weekday tee times.

At some point, says Hogan, it is inevitable that women won’t

have to tip toe around the golf course to avoid hostile comments.

"Golf has to evolve like any other area, in the same way anything

that has been restrictive for women has evolved," she says.


the last hold men have on us."

Top Of Page
Tracking Through The Invisible Web

Signs can be difficult to interpret. Be they Delphic

smoke, trembling oak leaves, or the twitching runes upon a magnetic

web, they do not easily yield up their treasure to anyone who just

hollers for an answer. You need a pro — some priest(ess) who knows

how to seek out and interpret the gushes of mysterious verbiage.

A great and clever host of these informational wizards will convene

and reveal their Web wandering secrets at the spring conference of

the Pharmaceutical and Health Technology Division (PH&T) of the


Libraries Association (SLA) on Monday and Tuesday, April 15 and 16,

at the Princeton Marriott. Cost: $250. Register at www.SLA.org.

The SLA is a professional organization for librarians who typically

direct the information collections of businesses, medical


and law firms. Convention seminar topics include "Pipeline


"Competitive Intelligence," and "Building a Workflow


Cynthia Hetherington, founder of Hetherington Information


speaks on "Information Discovery on the Invisible Web."

Definitely the most invisible and underused research tool is one that

businesses and individuals have already paid for. You can phone or

E-mail your research question, and no matter how exhaustive, a team

of experts goes instantly to work, phones you back with the answer,

and will fax you whatever accompanying papers you desire. Whether

you seek only the total weight of the Pentagon, or an entire corporate

profile on a competitor, they can get it into your hands. After hours

in the Garden State, they provide the same service 24/7 via


Where labors this bought-and-paid-for team of information experts?

At your tax-funded public library.

Our skewed vision of the public library — as a place merely for

lonely spinsters to find romance novels — causes many information

seekers to overlook this powerful resource. Speaker Hetherington


began as a public reference librarian for the Hawthorne, Teaneck,

and Englewood libraries. Despite advanced degrees from New Jersey

Institute of Technology, she claims "nothing was as valuable for

Web-searching work as my Rutgers MLS (Masters of Library Science)

degree. It gave me not just computer savvy, but organizational skills,

and a host of research hunting grounds."

In 1996 IBM began to realize the potential of library science and

asked Hetherington to help establish what she calls "a very fancy

indexing process." This first freelance assignment launched


into the private sector. Shortly after, she founded her own


Information Service, based in Elmwood Park (201-794-3075), which has

provided an astounding range of data for the criminal justice system,

the intelligence community, as well as the pharmaceutical and other

competitive industries. The calls come in over her website at


Can you find me a female jockey who is sympathetic to workers’ comp?

I need a printout on this railroad freight train — the contents

of every car. Does my new wonder drug have any competitors and will

its new name work in every country? Hetherington is every inch a free

agent whose knowledge of the Web’s invisible strands makes her a much

sought after wizard.

"Most people are just now beginning to learn that an invisible

sector of the Web actually exists," says Hetherington. She defines

this invisible Web as "that whole unlisted collection of sites

that standard search engines, such as Yahoo and Google, never


It is such sites that have disproved the old maxim of "everything

is out there on the Web if you just surf long enough." Businesses

have neither the costly in-house time nor the staff expertise to find

answers in this ever-broadening uncharted vale. To both tantalize

and test your web knowledge, Hetherington proffers these few sites.

Do you know how to reach these?

SEC.gov. Supposing you want to find out who truly runs

a business, just how well he is running it, and exactly what he is

getting in compensation for this direction. The Edgar database of

the SEC.gov site details every public document that every firm


over $10 million annually must file. This includes quarterly and


reports and a list of everyone in upper management with profiles and

compensation records. The tricky thing about the Edgar database is

that Google will lead you into a portion, but not all of the site.

U.S. Patent and Trade Office database. Who else produces

your new medicine or software? In what regions and nations are they

selling it? Will your new trade name trip over that of your competitor

or that of some unknown export firm located in Peru? Again, the


site is easily reached, but the full site remains mostly invisible

to most engines.

Pac-Info.com This is a superwarehouse of state records.

For example, every corporation must receive a charter in every state

in which it transacts business. These charters can prove very


In addition to the charters, every scrap of trade law and official

regulation for each state can be found on this site. Pac-Info links

onto Canadian and many foreign sites as well.

Sonbiz.org. All Uniform Commercial Filings are listed

here. Every registered agent and full financial disclosure are


state-by-state on this site.

Specialized sites. Just to name a few, Cannanews.com


all the political, sports, and business news of the Caribbean area,

along with a deep archive. NCES.ed.gov/surveys/intl will

link you into the National Center for Education Statistics, where

you can find out how well your son’s high school shapes up.


opens of an entire Pandora’s box of nationwide classified ads.

My wife and I have a saying in our house: "If you don’t see it,

you don’t own it." Truly, the World Wide Web has become a


new millennial oracle. But without the proper wizard to interpret

the message, you will wander through it as blind as poor old Oedipus.

— Bart Jackson

Top Of Page
Donate Please

Sponsor a hole at the Links to Youth golf outing for

the Princeton-Blairstown Center, and you will send one child

to camp. The outing is Tuesday, May 21, at 10:30 a.m. at Cherry Valley

Country Club. Round up a foursome to play the Rees Jones-designed

course and your fee of $1,500 pays for sending five kids to camp plus

get a quarter page ad in the program. The individual golfer pays $250,

which includes lunch, greens fees, golf cart, reception, buffet


awards, and prizes. A business card ad in the program costs $75.

The Princeton-Blairstown Center, established in 1908, is an outdoor,

adventure-challenge experiential education center in northwest New

Jersey. It operates year-round and during the summer hosts 400 at-risk

low-income youth from social service agencies and schools. Steven

Weintraub MD chairs this event; call 609-258-3340 for information.

United Way of Greater Mercer County says it has suffered

a $500,000 shortfall, has cut program funding by $283,000, and will

have to cut more if contributions don’t pick up. The agency, whose

website is www.uwgmc.org, says more funding decreases will affect

programs meeting basic and emergency needs in the community, including

food, shelter, intervention programs, and supportive services for

the disabled, elderly, mentally ill, and at-risk youth.

Donations can be made at the organization’s website. For more


call 609-637-4900.

Top Of Page
Apply Please

The New Jersey Business/Industry/Science Education Consortium

and the Public Service Electric and Gas Company are sponsoring

the 10th annual Environmental Education Grant Program. The competition

is open to teachers of grades K-5 and 6-9 who teach in PSE&G’s service

area. Teachers who can successfully link their students’ understanding

of math, science, computer science, and/or technology concepts with

an enthusiasm and appreciation for the environment are encouraged

to apply.

Applications that focus on the development of one of more classroom

units, the expansion of an existing course or curriculum, or the


of classroom work to community or after-school activities will be


The grants provide financial resources to carry out the project for

two years. Grants are available in amounts of up to $3,500, and may

be used to purchase materials and equipment, take field trips, and

develop innovative curriculum-related activities. Call 201-216-5635.

Top Of Page
Corporate Angels

The Trenton Thunder has donated more than $1.8 million of its

intended goal — $2 million in donations to area charities. For

its "Grand Slam/We Care" fundraiser, the Double A affiliate

of the Boston Red Sox has partnered with First Union National Bank,

Johnson & Johnson, New Jersey Education Association, Princeton


PSE&G, Merlino’s Waterfront Restaurant, and Wawa.

New this season is the "Minding Our Business Market Fair Days"

co-sponsored by Merrill Lynch and Rider University. Rider University

provides seed money for Trenton middle school students to start and

run their own businesses, and the baseball team runs a series of trade

shows to help the students understand business concepts. For


call 609-394-3300.

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Corrections or additions?

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