25 Year Anniversary of Owning The Bottom Line
Posted: October 18, 2013
Earlier this month, I passed a milestone that makes me proud, but also reminds me that I'm not getting any younger. On October 5, 1988, I purchased The Bottom Line from Modern Communications Inc., which, at the time, was the parent company of WIAL-FM and WEAQ-AM radio in Eau Claire.
I was 23 years old. Never in my wildest dreams when I moved to Eau Claire in May, 1987, did I think I would be a business owner within the first 18 months of becoming a Wisconsinite.
When I acquired the newsletter, it was a six-page publication with about 400 subscribers. Now, the 18-page business letter has nearly 1,000 subscribers and is read weekly by approximately 15,000 business people. One of my biggest fears, though, when I purchased the publication was that I would end up doing it forever - kind of like the Kiplinger family has done with their weekly newsletter.
One of the biggest changes I made to The Bottom Line was when I established this editorial more than nine years ago. It has become a conversation piece among my peers and has created discussion with my readership based on the e-mails I receive - both positive and negative.
The other change that will be forthcoming over the course of the next few months is that the newsletter will soon be available electronically. I know that I've written about this transformation in the past, but now my office manager, Tammy, and I, are getting the customized instruction on the Adobe InDesign software to get The Bottom Line online.
The first step, though, is to complete the software training. Then, the publication will be sent electronically to my printer, Insty Prints. The next step will be to work with the Microsoft Access software to input the database of subscriber information and send the newsletter via e-mail. The final piece of the puzzle will be to have my existing web site re-designed and make the entire publication available online.
I have been taking notes about a number of changes that I'd like to make with the re-designed web site. But I'd like your input as well. In fact, if there's other business information you would like to see included in either the print version or the online version of The Bottom Line, feel free to forward those suggestions along as well. You can e-mail me at: email@example.com.
I doubt that I'll still be doing this 25 years from now. But, who knows? The Kiplingers have done pretty well for themselves.