By JIM LEFKO
Sports Editor
Indianapolis Star

Story posted on Sept. 29, 2008

View PDFs of special sections: ■ RCA Dome (Aug. 15) ■ Lucas Oil Stadium (Aug. 22) ■ Moto GP 1 (Sept. 14) ■ Moto GP 2 (Sept. 15)

Special sports sections have been a source of pride at The Indianapolis Star for years, both for the quality that goes into making them memorable and the volume produced annually. In previous years, 18-22 special sections constitute the norm for the sports department, and that number does not include weekly 10 to 12-page Colts Weekend separate sections produced weekly during the NFL regular season.

The past few months have been particularly challenging with the addition of several extra sections on top of the standard fare.

In the last five months, the tally has included 4 Indy 500 special sections, 3 Brickyard 400 (NASCAR) sections, a Colts season preview, 2 stadium sections (RCA Dome, Lucas Oil Stadium) and two MotoGP sections. On top of those 12 sections, and to combat special section fatigue for both readers and advertisers, college and high school football sections have been converted from standalone separates to main sports rollouts in multi-day series fashion.

As the department's senior editor and also the motorsports editor, 10 of the 12 recent sections unfolded under my direction. Each one presented its own set of challenges, ranging from "dialogue" with the advertising department over deadlines, late ads, 50-50 ad/editorial splits, to cover ideas and themes, story editing, page headers, promotion from A1, online supplements, et. al.

The modus operandi for these sections typically includes a poster front based on either a dynamic photo or illustration, or a creation by a page designer to complement the cover story. Sections are graphics heavy, with an eye toward fan friendly elements. The section focus can be broad such as a team or event preview touching on a dozen or more aspects of an event or season, or narrow, such as a racing section four years ago keyed to counting the seats at Indianapolis Motor Speedway, which had been a closely guarded secret (257,325 for those counting at home).

Unlike previous years, when editorial could all but determine the size of the section, advertising is now the determining factor. The guiding principle is 50 percent advertising and 50 percent editorial. If a 12-page section is planned but advertising can only sell 4 pages, then the section is downsized to 8 pages, and tough content decisions must be made. Can a story roll into the daily? Does the half page graphic work in a quarter page? Should a story start out front? Can the column run a day earlier or later?

When the 2 stadium sections were proposed – and planned to run within weeks of each other – editorial had the idea to produce them as one mega-section, with "Hello Lucas Oil Stadium" on the front and "Goodbye RCA Dome" on the back. But that plan was nixed by advertising, which wanted to maximize sales by double dipping with some advertisers. That would not be possible if only one section was published. Advertising prevailed, and a 12-page RCA section ran on Aug. 15, followed a week later by an 18-page Lucas Oil section. Interestingly, all but 1 advertiser in the smaller RCA section also ran in the larger Lucas section. And true to form the sections were almost exactly split between ads and stories/graphics, with a combined 92 columns of the former and 88 of the latter. Both sections were deemed successful, financial and journalistically. And to would-be newsroom skeptics, advertising staffers were completey correct in believing they could sell both sections to many of the same advertisers.

From an editorial perspective, compelling covers (and stories) are the key to making an impact and hopefully getting readers to retain the sections for coffee table use over days/weeks to come. In the case of the Dome section, it was timed to coincide with the onset of the building's demolition. Initially targeted for May, a story budget was devised, with writers from across the newsroom contributing to make it more than just a sports section. Graphics got involved early to come up with a visual depiction of how the building would come down. Most importantly, the cover story was assigned to a talented, veteran sportswriter who was asked to craft an essay tying the building's tenure to its impact on Indy's downtown revival. Initially reluctant to report and write a story out of his comfort zone, the writer came around attacked the venture enthusiastically. He spent over a month tracking down sources to lend perspective. Then he crafted a broad, multi-voiced story that was accompanied by historic photos to fill a double truck. High school, college and pro sports moments were relived, along with concert and convention moments and fan feedback. Page toppers with facts about the building added spice (i.e. A Wisconsin man tried to rent the dome in 1991 and fill it with 50,000 nudists to protest an Indiana law against nude dancing). An online component for more interactivity was included. Promos from A1 to the section as well as what was to come a week later in the Lucas Oil section rounded out the effort.

A different fate awaited the MotoGP sections. Trying to explain/introduce the inaugural event to a sophisticated racing public that had not been exposed previously to this specific type of international motorsports event, the goal was to do an 8-page section on race day (a Sunday), followed by another live 8-pager on the ensuing Monday to cover the event. Advertising was skeptical about selling 4 pages for a first-time race, particularly one scheduled live opposite a Colts game on Week 2 of the NFL season. When less than a page of advertising was sold, the decision was made to scrap the sections and roll everything into main sports. However, this posed problems from an editorial perspective. The event was expected to attract close to 100,000 people. Journalistically, it demanded special treatment on race day. Additionally, the Colts typically comprise the entire sports front on Mondays. Where would MotoGP go without a separate section? Pages 7-9 didn't sound like a viable option. Those news-driven arguments carried the day and the decision was made to proceed with 4-page sections on Sunday and Monday. Though smaller than the sports department preferred, they still served the purpose. And when torrential rain shortened the planned 28-lap race by 8 laps, a smaller section was welcome. Staffing considerations were made to reflect the relatively small newshole to fill (4 writers and an editor staffed the event). Also, one of the writers spent most of the day posting continuously for online, which registered a significant bump in traffic. Online hits were also enhanced by extensive photo galleries, which was a way for many terrific shots to still get public viewing and overcome the limitations of a smallish section.

Now a Pacers special section looms ahead in late October. Last year, weak ad sales converted the section from a planned 8-12 page standalone, to a 6-page modified wrap in front of main sports. The goal this year is an 8-page separate section. As always, the section editor is poised to adjust to whatever transpires.

You can reach Jim Lefko via e-mail at jim.lefko@indystar.com.

Check out the newspaper online at www.indystar.com.

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