Jeff, I’m looking forward to reading what George (Boardman) has to say…
To be sure, George Boardman will keep you on board as a subscriber to The Union newspaper. He shares your political and social values, and like you, he is a retiree. He’s a Jeff Ackerman “mini me,” in style and substance. You’ll have to see that over time, mind you, not in a single column or two. So, yes, he views the world largely through your “lens.”
The real question is whether he will be able to help reel in any new subscribers, including me, which is why The Union does a “readership survey.” I wouldn’t sign up for The Union because George Boardman writes a weekly column, RL Crabb draws a cartoon, there is local news and so on.
It’s not because of any “grudge” or their manners, it’s business: I don’t find the “content” interesting enough to pay for a subscription – print or online. The local news reports also come from Yubanet, social media, KNCO, KVMR, blogs, and government websites — for free. The Union news reports are often incomplete or amateurish.
And therein lies the problem for The Union. Competition and its content. And my time.
I’m also a would-be advertiser to The Union. I advertised once, but didn’t find it effective or a good customer service experience. It was more just about a blank face selling me a display ad and taking my credit card number — before the ad even ran. The fellow was polite but not experienced about business — he was more of an “order taker.” The Union’s content also is locked behind a “paywall,” which limits its reach for advertisers.
In truth, people like me are George’s “customer,” RL Crabb’s customer, Brian Hamilton’s and Dave Schmall’s customer. The same is true of Jeff Ackerman, who is an employee of the Swift chain, which publishes The Union. He’s a “representative” of this publishing company.
And there are a lot of people like me for The Union to sign up. Just look at the subscriber numbers and the skewed demographics (toward older, not younger). Its next 150 years depend on it.
People in our demographic tend to decide the local elections (“moderates”), shop in town (not Roseville), support “sustainability,” generously support nonprofits with checks, and we are growing local business owners with local contractors.
We go to church, send local flowers to our friends, belong to nonprofits and our local Chamber of Commerce, attend local events, subscribe to a newspaper (The Bee), buy food from our farmers at the farmers market and through CSAs and so on.
We are little local “economic engines,” and we always “shop local.” We also are raising a child in our community (a “millennial” consumer for The Union if he decides to live here).
All told, The Union should be working much harder to “sign us up,” with better content and a reader demographic that is more diverse (including politically) for advertisers to reach. It’s not personal, Bonnie, it’s business.