In the mailbag
A subscriber didn't get their paper. An advertiser is angry. A reader is upset. These are words every small-town newspaper editor dreads, yet these are situations that take up a major portion of the week.
We repeatedly have mail from those who want to put in a "news item" about soup suppers, bake sales, or dance recitals. As much as we'd like to print each and every thing that comes across our desk, there are some things that just have to be classified as advertising.
The rule of thumb is that if you charge, we charge. For example, if your club or organization is having a fund-raiser and you are charging admission, that is advertising. If you are announcing a new service or a new employee, that is advertising.
A newspaper operates just like any other business in town. We're like the grocery store, hardware store, and mom-and-pop café on the corner. We pay taxes and utility bills and our employees like to get paid in a timely manner. In order for all that to happen, we have to charge for our services.
Our services are subscriptions and advertising. While we occasionally offer advertising and subscription specials, we don't operate on the barter system.
If the grocery store charges $2 for a loaf of bread, that's what you pay. If you go out for a pizza, you pay the posted price. Advertising works the same way. We offer competitive rates for advertising and that's what we charge — period. Giving away space in the newspaper is much the same as giving away that loaf of bread. Grocers rarely do it. Neither do we.
In another phone call, we heard from an advertiser who was upset because we didn't cover their special event.
Each week we plan coverage of upcoming events. We realize businesses have special activities and we try to report on them as accurately and fairly as possible. We're a small staff. We can't be everywhere. But if there is something going on you think we should know about, please give our office a call. If we can get there, we will.
However, just because we show up at your event, doesn't mean it will make the front page of the following week's paper. There are space limitations. Sometimes coverage of a house fire nudges out the picture of the cute kid at the ice cream social.
Lately, we've received many calls and letters from disgruntled subscribers.
There recently have been some changes in postal regulations which affect the way newspapers are delivered. We've been hearing from readers who are getting papers a week later than normal. They complain about reading "old news." We've made some adjustments and hope it will speed up the delivery process.
We doubt these words will stop all the angry calls and letters, but hope springs eternal. At least, it might save an hour or two of the week for other things — like attending soup suppers and bake sales.
— DONNA BERNHARDT
