How The Bottom Line Operates
Posted: January 6, 2012
As a small business owner, I often fall into the trap where I assume my customer knows the basic tenets of my weekly newsletter. But from the consistent number of inquiries I recieve by phone and e-mail, it's apparent that I should occasionally clarify how The Bottom Line operates.
I receive at least one question each week asking me if it costs anything to publish a news article in The Bottom Line. Of course, the answer is that there is no cost to provide me with information about a new business, company relocation or expansion or the new hire of a manager, salesperson or key employee. However, I don't print news for free about grand openings, monthly organizational meetings or non-profit events that do not involve businesses. I consider those types of announcements as potential advertising material.
Many of the inquiries I receive involve questions about the legal news that is published in The Bottom Line. The most common question is whether I would print anything about a particular case. First of all, it's important to note that I only print civil cases and judgments that involve businesses. However, I would not publish a case that involves two individuals in an auto accident, for instance, that only includes the plaintiff, the defendant and their respective insurance companies. Small claims cases that involve a business and are valued at $2,000 or more would be reported.
I do not print satisfactions or releases of state and federal tax liens. There is also no method for me to report as to whether a case has been settled. Yet, I do print dismissed cases.
I also solicit tips for possible news stories. Many times, individuals who call or e-mail me are hesitant to give me their name, so I honor anonymity. However, I would rather know who is providing me with the news tip so I can verify its credibility. Since I only publish stories with factual information from the named source(s), I always have a long list of potential story ideas that don't get written until someone is comfortable being quoted.
My goal each week is to deliver business news to the reader that he or she has not seen or heard anywhere else. Although I publish a weekly newsletter and compete with daily newspapers as well as radio and television news departments, I strive to provide at least one bit of information each week that makes the annual subscription expense a worthwhile investment.
I welcome comments and/or constructive criticism about The Bottom Line. Call me at: 715-834-7337 or e-mail: email@example.com