Times, they are a-changing — even in the publishing business. And, as with any local business, Sherman Publications, Inc., publishers of the Oxford Leader, Lake Orion Review and Ad-Vertiser; the Clarkston News, Penny Stretcher and The Citizen, needed to look at the new world and make changes.
Change, we have, and for the better we think. Biggest of course is the size of the newspaper you are reading, today. The past July our presses started printing shorter pages — we knocked off three inches.
‘We accomplished this with a more contemporary design and without compromising the news hole or advertising effectiveness,? publisher Jim Sherman, Jr. said. ‘Just like everybody else in town, we had to tighten our belts. The move let us save on the ever rising cost of postage, newsprint and ink.?
And, it has also cut back the amount of waste paper our printing plant produces by half. These days only about 1,000 pounds of newsprint goes to the recycling center from our facility (weekly). Before the change, a ton of newsprint waste was produced every week.
The local economy and the worldwide push to be more ‘green? has also helped us define who and what we are and what we offer to our readers and business partners.
As publishers of paid circulation newspapers and total market coverage shoppers — we are promoters of all things local. For over 100 years (Lake Orion Review, 1881; Oxford Leader, 1898; Clarkston News, 1929; Ad-Vertiser 1961; Penny Stretcher 1982; and The Citizen, 1997) more local names, events, news and advertising messages have been published than in any similar product in the world.
In our pages, you read about the local scouting group, kids on the honor roll, local police and government news. Readers also have the opportunity keep up on the goods and services offered by local businesses.
Which leads us to the ‘green? push. One of the more visible movements is that to reduce (what Al Gore labeled) each of our own ‘carbon footprints.? One of the ways to accomplish this is by using less petroleum — drive less. An easy way to make this happen is stay in our communities more.
‘We will redouble our efforts to promote attendance at local events, patronizing local businesses and giving businesses more economical opportunities to reach the local market,? Sherman said. ‘A lot, if not most ,of what the consumer wants can be found 10 to 20 miles from any home in our circulation area — movie theatres, hotels, produce, hardware, mechanics, doctors, golf courses, parks, restaurants, banks, investment consultants, attorneys, bakeries — you name it, we probably can find it locally.?
Next month, in our annual It’s Spring! section, we will dedicate pages to share stories and tips of area residents who are going green. We will also provide a vehicle for local businesses to showcase ‘green? products and services.
‘I don’t think we all have to ride bicycles everywhere, carry signs proclaiming the end is near or start hugging trees,? Sherman said, ‘But, we can be more conscious of our environment and be better stewards of our resources.?
This effort at being more aware and green should also have a positive effect on our local economy.
‘Spending money with businesses in our community helps our community. These are the same businesses that pay taxes and support the local school kids in their academic and athletic endeavors,? Sherman said.
Change is still coming at SPI. Since launching our website five years ago, it has become the number one local cyber destination. Over 2,300 people visit the site (www.clarkstonnews.com) each day, spending, on average, six minutes. Soon, besides news, events, classifieds and advertising, we will offer photographs for sale. Currently, we only post pictures that were previously published in print — we will soon offer every photo our representatives take for sale on-line. Readers will be able to order these as prints, on mugs, t-shirts and more.
For more information on any special section, about advertising on-line, about getting a story in print — or with questions about anything about us, give us a call at 248-628-4801 or 248-693-8331.