20/20 isn’t just an ABC News program. It has something to do with hindsight, and perhaps it’s applicable here.

We’ve received some constructive feedback and questions about a recent membership mailing sent to past SPJ members whose memberships had lapsed. The purpose of this mailing, paid for by a generous individual donor, was to tout SPJ’s efforts and encourage past members to rejoin. In this capacity, it was part of a membership campaign, not strictly a fundraising letter in the traditional sense of the term. (Rather, a fundraising appeal would more appropriately come from the Sigma Delta Chi Foundation, SPJ’s associated 501(c)(3) educational foundation, contributions to which are tax deductible.)

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The feedback has not been against the idea of the mailing, but rather a perceived omission. The card included a box that people could check if they wished to rejoin, along with preferred contact information. People could then detach the information, seal it and send back to us. We would then follow up with a phone call about SPJ membership.

However, there was no price for membership listed (though there is the option to donate a specified amount without becoming an actual member, for those who support our mission but don’t wish to formally join).

This omission of membership prices may have been taken at best as a glaring oversight, and we thank those who contacted us and expressed concern. However, the omission was intended and practical for several reasons. Specifically:

1)      SPJ has several individual membership categories: student, post-graduate, professional, associate, retired. With space limitations, we decided not to list all of them and their corresponding category definitions and yearly dues structure. Click here to see that information at SPJ.org.

2)      We honestly hoped that if you indicated a desire to rejoin and sent back the information card, it would spur a personal contact that is somewhat lacking in this age of text messages and smart phones (not that there’s anything wrong with those technologies). Thus, after receiving your card, we would call you, discuss SPJ membership and why it would help you, and talk about the industry, the profession and your desire to join SPJ.

In hindsight, that great 20/20 equalizer that everyone experiences with amazing clarity at some point, we should have mentioned this idea to call you and discuss SPJ membership (including dues) in greater depth. For that, and for any confusion, we apologize.

And to all who gave feedback: Thanks for letting us know. And thanks for reading your mail!

Sincerely,

Joe Skeel

Executive Director

Society of Professional Journalists

Sigma Delta Chi Foundation

Though I constantly bemoan the fact that Indianapolis is not Washington state – my homeland – to anyone who will listen (and those who won’t), I must say there are a lot of hidden treasures here. On the whole, they almost make life in the Circle City tolerable.

(Hang on; there’s a journalism connection coming.)

Indianapolis is known for things other than speedways and Colts, namely the low cost of living. Forbes has ranked it at the top of the most affordable cities in which to live. And it apparently has a vibrant arts and culture scene. Who knew? Not this Northwestern boy.

In this spirit of affordability and the arts, I recently attended a weeknight concert/mixer for the Indianapolis Symphony Orchestra called “Happy Hour at the Symphony.” For $20 (actually $10, since I had a discount code), I got access to food, cocktails and a 90-minute symphony performance. Quite the weeknight.

The “Happy Hour” concept is aimed at the younger professional crowd, if not by design than by common logic: cheap food, drinks and good music. Oh, and the music – it’s a clever mix of traditional classical arrangements and modern pop standards from the likes of John Mayer and Coldplay. Yeah, they even had an alto sax and drum set. Edgy, I know. Roll over, Beethoven.

(Okay, here comes the journalism connection.)

Journalism, it seems, would benefit from its own “Happy Hour.”

Conducting the symphony orchestra that night was a young, multi-faceted 30-year-old named Steve Hackman. He did it all: conduct, play piano, sing with convincing elegance. Throughout the performance, he explained everything – history of the songs, relevance to today’s modern pop music, the interconnectivity of the harp and trombone. He even linked an iPod to the sound system for a neat demonstration.

There are countless journalism industry practitioners, commentators, observers, analysts and just plain bloviators currently discussing and opining on the future of the industry. (As SPJ President Kevin Smith put it: stop talking, start doing.) No doubt many have reiterated this theme (I’m thinking mostly of the very astute and poignant Jay Rosen and Jeff Jarvis). But I’ll say it again: The industry needs to focus on context and relevance, not ratings, wrapping “stuff” around the ads, and pushing out content to an increasingly bombarded and wary public.

The trumpeters, violists and conductors get it. It’s time for the editors, publishers and news directors to follow suit.

Scott Leadingham is editor of SPJ’s Quill magazine. He plays the trumpet from time to time, though not in a symphony orchestra. Twitter: @scottleadingham