As our readers are well aware, these are challenging times economically. In the newspaper business in particular, there are massive changes taking place. These changes are certainly affecting us at the Green Mountain Outlook. In order to remain in business, and be able to have the most competitive advertising rates, we have had to temporarily stop our direct mail service.
We will continue to be totally focused on remaining a high quality, professionally written, edited and designed weekly that people love to read, reporting on local news, events, people and local sports.
Direct mailing 20,500 copies was a huge expense, and cutthroat advertising practices among our competitors showed us that price seems to be a more attractive feature to many of our advertisers than is direct mailing.
Also, we've found it impossible to verify the claims of how much direct mailing our competitors are actually doing.
Our former direct mail partner has advised us that there is no one to take the Outlook's place with them for direct mail, as it seems none of the other weekly papers are direct mailing anywhere near what the Outlook was.
Industry-wide, it seems that there are several good reasons that more and more of the most successful papers are or are becoming drop-only weeklies.
Economically, there is a huge savings in mailing costs, which has allowed us to dramatically cut our advertising rates and still remain profitable. This gives our advertisers far more bang for their buck, which is vital in the current recession economy.
The big question is, without direct mail, won't fewer people see the paper? Not really. It's a simple fact that people will pick up a paper that they want to read, especially a free one, and after saturating the direct mail market for the past six months, we've established an excellent and loyal readership.
There is also an environmental advantage in that it allows us to print the amount of papers that are actually being read and reduce waste. Even the best of weeklies can expect that 20 to 30 percent of their mailed copies will go directly into the recycling bin. Visit any post office on delivery day for any mailed weekly and you'll see what we mean.
Again, it doesn't matter how many copies of a paper are mailed, it's how many are actually read, and people who pick up the our paper do it because they want to read it. The Green Mountain Outlook is available at hundreds of drops from Brattleboro and Manchester in the south to Claremont, NH, Windsor and Rutland to the north, and all points in-between.
If there are other places you would like us to drop the paper, or if you have suggestions for us about stories or other ideas, please feel free to call or email us at 460-1107 or firstname.lastname@example.org.