In the autumn when you see geese heading south for the winter, you’ll see them flying in "V" formation. Aligning themselves in this way increases the geese’s productivity by 71 percent.

Lesson 1
As each bird flaps its wings it creates an uplift for the bird immediately following. By flying in a "V" formation, the whole flock adds at least 71 percent greater flying range than if each bird flew on its own. The lesson for newspapers is this: The greatest results in selling subscriptions are achieved by using an entire flock of sales channels, aligned strategically so that they work in synergy. That’s what this publication is all about.

Lesson 2
Whenever a goose falls out of formation, it suddenly feels the drag and resistance of trying to fly alone and quickly gets into formation to take advantage of the lifting power of the bird immediately in front. The lesson for newspapers: Measure your efforts so you can stay on course. Don’t be tempted to stray too far afield from a well-developed plan. If you use analysis and systematic planning to create an alignment of sales channels, stay in formation” so you can achieve optimum results.

Lesson 3
When the lead goose gets tired, it rotates back in the formation and another goose flies in the lead. The lesson: Don’t lean too heavily on any one sales channel; don’t ask one source of new orders to do all the work. For many papers, telemarketing has been the lead goose for too long; it’s time to make changes. Plan for a continuous rotation of sales tactics as conditions change.

Lesson 4
The geese honk from behind to encourage those up front to keep up their speed. The lesson for newspaper executives: Encourage and reward the results you want; reinforce your effective strategies with positive reinforcement, resources and rewards.