CALDWELL: Progress edition puts perfect focus on future
It all starts with four digits, placed together in a specific order. Nothing personifies clear vision and focus on the future like “2020.”
That makes “Vision for the Future” the perfect theme for our upcoming Progress edition of The Jessamine Journal.
For the past three years, The Journal has called this annual publication Thrive (aka The Annual Manual), but the new decade is a perfect time to make a name change as we focus on a bright future.
Serving as Nicholasville and Jessamine County’s “community yearbook,” Progress 2020 will celebrate the people, places, organizations and trends in our community that are carrying us forward.
Jessamine County has experienced solid growth in recent years, with new businesses planting their roots regularly and longtime businesses celebrating impressive milestones. The momentum is building, and we know Nicholasville and Jessamine County is on the cusp of even greater things, thanks to talented individuals dedicated to developing a plan for the future.
That is who we want to showcase when it publishes Feb. 27.
Everyone will find at least one story that interests them.
Progress features about a dozen timeless, engaging features about people, places and issues in Jessamine County. Progress features a mix of in-depth stories that readers can sink their teeth into, and easy-to-read features that readers can digest in the time it takes for an oil change or doctor’s appointment.
If Jessamine County residents are your target customer, Progress is an excellent resource to share your message. It will be the newspaper’s largest single publication of the entire year, showcasing our best work in terms of writing, photography, design and advertising.
We will also distribute Progress to high-traffic locations like doctor’s offices, auto repair shops, real estate offices, chambers of commerce, restaurants, beauty salons and more.
We estimate that at least 20 people see every copy of Progress dropped at local businesses. Subscribers often keep their Progress editions all year long.
We couldn’t do it without support from our advertisers. Progress is built for our customers, with an advertising budget for all types of businesses. Here are some common concerns:
1. The section is too big. I’m afraid my ad will get lost.
The quality of the stories and the photos will keep people reading thereby extending the readership life. In fact, for the 4 years we’ve published Progress we’ve had dozens of people tell us how much they enjoyed this kind of section. We know with the new format and glossy covers we improved the readership life of ads tremendously! We also have an index of advertising for easier navigation.
2. The prices are too expensive.
This is really something special, and when you consider it as an annual commitment and divide the cost by 12 months, the price is not high at all. If it helps, consider breaking the ad up into multiple pieces, paying a little bit each month until March.
3. It won’t move merchandise.
You’re right. Progress ads are best for branding, so we encourage customers to use their space to sell other aspects of their business, such as quality, service, the value of their employees or the impact in their community.
4. I don’t have anything to sell.
Progress is a good place to say thanks to your employees. That’s worth a great deal. Also, I’m sure you are interested in helping to put together a marketing package that will help sell our area to industrial and business prospects. There’s also no better place to gain public support and attract future employees by telling people about your business.
Ask an advertising rep about sharing space with your neighbors, affiliates or fellow business owners. This works great for downtown districts, shopping centers, office buildings, nonprofit groups as well as clubs and organizations.
We know 2020 is going to be an exciting start to a prosperous decade in Jessamine County. Progress will bring that into perfect focus and start the 20s off right.
Michael Caldwell is publisher of The Jessamine Journal and Jessamine Life magazine. He can be reached at (859) 759-0095 or by email at firstname.lastname@example.org.
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