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
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
Shannon, a business planner. Next is "Publishing Your First
Book." Panelists are
who writes short stories; and
After a coffee break, representatives of radio, television, and cable
stations discuss "Electronic Media Opportunities."
Taylor of ABC radio and
Association have been invited, but the exact line-up is not yet final.
The last workshop of the day is "Print Media Opportunities."
of Gannett NJ;
of the Asbury Park Press; and
notes, see page 28 of this issue.
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:
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
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.
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.
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."
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,"
Cable television is important here, too. With network television out
of reach, cable stations become an important part of the advertising
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."
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."
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.
Golf is the number one sport used for business,"
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:
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."
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
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.
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.
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.
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
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.
— 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.
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.
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."
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
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?
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.
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.
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.
here. Every registered agent and full financial disclosure are
state-by-state on this site.
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
Sponsor a hole at the Links to Youth golf outing for
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.
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
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
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.
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
Corrections or additions?
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— the web site for U.S. 1 Newspaper in Princeton, New Jersey.