When I entered the publishing business in 2007, I quickly recognized that the older traditional model of running a newspaper was severely flawed and would eventually fail. The focus was on the product itself, not the audience it reached. It became apparent that unless we, as publishers, began prioritizing readers rather than advertisements, our business model would continue to suffer.
Fast-forward 11 years later and this audience-driven strategy is stronger than ever. It’s not about the number of newspapers you distribute; it’s about the audience who reads it and how it applies to them. Audience engagement will also be very different depending on the type of news being consumed. If it’s thrown on a reader’s driveway, it’s a different engagement than if the reader is paying for it.
Even though we have a tremendously talented group of journalists in the field, it’s challenging to be both relevant and connected with a community when you drive through neighborhoods and throw your newspaper in driveways. Which leads me to the purpose of this editorial: the Snoqualmie Valley Record will be moving back to a paid newspaper effective July 1, 2018. Please hold your applause till the end.
This huge shift in the way we cover the news will have an enormous benefit for both the communities of Snoqualmie, North Bend, Carnation and Fall City. Our new vision (audience drives digital, digital drives print) allows us to better leverage our editorial team across the entire region. And with better leverage comes better storytelling and a weekly newspaper that’s no longer thrown in your driveway, but delivered in your Friday mail.
Rather than re-reading the last sentence, let me repeat that – your weekly Snoqualmie Valley Record will no longer be thrown in your driveway, but delivered to your mailbox (should you so choose). You may now applaud.
As we invest more resources into publishing a better product, I ask those who value their community newspaper, whether it is a print version or a digital replica, to meet us in the middle and subscribe to the Snoqualmie Valley Record.
You’ll get 52 weekly issues, dry and delivered in your mailbox by the United States Post Office. You’ll get unlimited access to seven Eastside newspaper websites (including Valley Record, Bellevue, Kirkland … etc.), including an (electronic) e-edition for each of the seven publications. All of this for less than a latte a month.
All that remains is your commitment and $39.
To the 11,263 current readers, I extend an open invitation to subscribe. It’s as simple as sending me an email me at (firstname.lastname@example.org) with “sign me up” in the subject line and I will personally assure you begin receiving your weekly Snoqualmie Valley Record July 1. Or visit www.valleyrecord.com/subscribe/ if you’re too shy to email the publisher of your community newspaper.
Whichever option you choose, we look forward to re-connecting or making a new connection as your weekly source for what’s important to your community. Feel free to stand and applause when you feel it’s appropriate.