Maybe we’re onto something with this newspaper thing…
We are starting to see signs of life in the economy, at least as far as it relates to the Kenwood Press. In the past two or three months, many of our advertisers have told us that they are getting more calls and making more sales. And to be blatantly self-promoting, they are telling us that they get better response from our paper than from any other advertising venue.
In other words, the print newspaper isn’t dead, at least not in Sonoma Valley. What we think is happening is that folks around here are turning first to their fellow citizens for goods and services, thus keeping local dollars in the economy. This is a really important concept. According to Sonoma County GoLocal Cooperative, for every dollar spent at a national chain only 15 cents is reinvested locally, whereas for every dollar spent with a locally-owned business, 45 cents is reinvested locally, possibly on your own business down the line. This is called the local economic multiplier.
Plus, it just feels good to shop locally. You see your neighbors, you get to know your local merchants, you save time and gas by not driving to the big box. Actually, we’re not sure about saving time, because we always end up getting into conversations with people and that quick trip to the Kenwood Market or Swede’s Feeds can turn into a half-hour gab-fest.
And that’s sort of what this paper is like – people spend more time with it than they mean to. As Bill Keller, Executive Editor of the New York Times said recently on KCBS In Depth, “a newspaper has this wonderful quality of serendipity. You turn the pages looking for something and you stumble across something you didn’t even know you were interested in.”
So spend some time with the Kenwood Press, and the next time you need goods or services, we hope you will turn to these very pages to support our advertisers and local businesses. It’s a win-win situation. And as an added bonus, if you don’t have a recent copy hanging around, we’re on the web, too, at www.kenwoodpress.com.
Speaking of local support, The Kenwood School’s biggest fundraiser of the year, Lights, Camera, Auction!, is on June 6 at Imagery Estate Winery, and the following Saturday, June 13, Becoming Independent is holding its big annual fundraiser, Dinner Under the Stars, also at Imagery. Details are on the back page. Please go out and support both of these worthy causes. We guarantee you’ll have fun if you do!