20 Under 40 - 1999 Profile: Michael E. Ferry

PRESSTIME

By Presstime Magazine

First Published: December 1999

Michael E. Ferry proves daily that newspapers can do well by doing good. In Cleveland-area classrooms across 19 counties, students cut, paste, highlight and mark up about 11,000 Newspaper In Education copies of The Plain Dealer every day--a triple-digit percentage increase in weekly sales over last year.

However, for Ferry and his five-member staff, getting papers onto desks is only the starting point of a relationship that requires constant nurturing. "NIE is not a one-time sale. We're always asking, what can we do? How can we freshen the material?" he says.

Ferry, who began his career in the educational-services department, retained an interest in NIE activities during his tenure in systems development. "I like using both sides of my brain," he says. "When kids tell me they don't know what they want to be, I tell them to go where your interests take you."

To pique educators' interest, the staff develops at least six curriculum guides a year with an eye toward local events. A recent visit by the Ringling Brothers and Barnum & Bailey circus inspired an essay contest that brought 200 kids to Gund Arena for a meet-and-greet with performers and animals. The department runs Education Connection, a homework audiotex system used by 12,000 teachers in Northeast Ohio. The Crystal Apple Awards banquet recognizes 12 exceptional teachers nominated by students.

Communications vehicles include The Scoop, a 3-year-old newsletter for teachers, and www.cleveland.com/education/nie, the NIE Internet site averaging 10,000 hits per month.

Ferry has forged innovative sponsorships with the Harlem Globetrotters, Starbucks Coffee and Bruegger's Bagels to promote literacy and donate newspapers to underserved schools. "Our sponsors," he says, "are proud to help us make a difference in a child's life."

Education: 1982, B.A., art history, Boston College; 1993, M.A., Applied Communication Theory and Methodology, Cleveland State University.
Career: 1985-88, NIE sales representative, 1988-92, supervisor of home-delivery sales, 1992-96, system-development supervisor, 1996-97, system design and training manager, 1997-present, educational-services manager, The Plain Dealer, Cleveland.
Personal: Age, 39. Born, Cleveland. Married, wife Diane, two daughters, one son.
Diversions: Coaches girls' softball, youth soccer; marathon runner.
Connections: The Plain Dealer, 1801 Superior Ave., Cleveland, Ohio 44114. E-mail, mferry@plaind.com; phone, (216) 999-6442; fax, (216) 999-6369.