The reporters also contributed story ideas, which gave them ownership in the section, Hepler said. Advertisers expressed enthusiasm for the concept as well. The sales staff almost doubled the amount of advertising originally expected for the section. This unexpected windfall caused slight problems, though. Hepler said the last editorial and advertising deadlines were too close to the press deadlines.
Reporters didn t have enough time to fill the extra space sold by the ad department.
He said reporters had to write longer and photogrpahs were run bigger to fill space. The Journal-Advocate wasn t shy about promoting the section either. It published a front-page story and color photo to make sure readers knew the special section was in the paper. The story emphasized that the paper still only cost 50 cents, even with the additional 66-page section.