The Bottom Line Expands

About six weeks ago, I pondered in this column whether I wanted to continue producing this weekly newsletter. I told readers I was frustrated at times with the weekly deadline and wondered if this publication had an effective impact on the business community. After I wrote the editorial, I realized that it would be silly for me to stop doing what I do best - relaying important business information that helps subscribers not only save money, but has the potential to enhance a company's revenue stream. (I received more than 20 e-mail messages after I wrote that column from readers who encouraged me to keep doing what I do, which was a major factor in my decision to expand The Bottom Line).

I decided a few weeks ago that I was not only committed to publishing this periodical for the long term, but I was going to enhance the existing product by expanding the content and advertising opportunities for companies that want to promote their products/services to the more than 15,000 business people who read this newsletter on a weekly basis.

Part of the expansion of The Bottom Line includes the addition of a display ad on the front page of this publication. For years, I never would have thought that the first page of the newsletter would feature an advertisement. However, newspapers across the country have regularly sold ad space on their front page for the past few years. In part, the front page ads in newspapers are another revenue source that was considered taboo until about five years ago.

I also decided to add two pages to The Bottom Line because I needed more space to write stories about business activity in the Chippewa Valley. Over the past year, I was often forced to hold out a story because I did not have the space to highlight the positive news that takes place throughout the region. The onslaught of foreclosures and other civil and/or small claims cases began to take over much of this newsletter.

Now that I have added two more pages, I will rely even more on my business associates to keep me informed about new businesses or companies that are expanding and/or relocating. I am fortunate to have about 15 subscribers who contact me on a regular basis with information about business activity and I encourage others who know about things happening within the business community to contact me so I can continue to produce the most comprehensive weekly publication in West Central Wisconsin. As always, all news tips remain confidential. I look forward to hearing from you as I begin my 20th year publishing The Bottom Line.