“It is our hope that you use this guide as a true resource as you navigate opening or growing your business in Nevada County,” according to the introduction.
I took a quick spin through this publication and it is awful. Some examples:
•The title is wrong. The ERC — funded by county TOT dollars — represents all of Nevada County, not just the “western county.” In fact, much of the county TOT revenue comes from the Truckee area.
•The business-related content is sophomoric, more like “fish wrap.” Example: “Draw from your own experiences.” Or: “Unless you are an employer, business insurance is generally not required by law, however, it it common practice to purchase enough insurance to cover your assets.” Duh.
•It is self serving. “The professional advertising consultants at The Union can help you come up with a great marketing strategy.” A conflict of interest for such a publication.
•The publication touts education, but omits a statewide coup: Ghidotti Early College High School ranked #1 statewide on an assessment of student performance. This is the kind of information that can attract new businesses and residents.
•Sierra Heritage Magazine is listed as a “media contact.” Wrong. Sierra Heritage Magazine no longer exists. A magazine called Sierra Living has replaced it, with new owners.
•It does little to acknowledge “new” tech — one point of the ERC’s mission: The EV charging station information is incomplete, and not a single mention of rideshare such as Uber or Lyft. Even The Union’s sister publication noted Uber adding service for Truckee skiers and riders. No word of that.
•From a publishing perspective, the photos are weak and staged. Example at top. How is this compelling to a sophisticated business that might want to relocate here? Is it a joke?
•Spelling errors and grammar errors. Example on page 27: “Photo provied by Lee Ocker.” Did you mean provided?
•Advertising that doesn’t fit with the theme. Example on the introduction page: Coupons for $2 off on an oil change. What does this have to do with the theme?
We have a lot of potential, but a publication like this falls short of its mission. The County and ERC need to regroup.