Being the owner and Publisher of a small, independent publication has always been a challenge that I’ve relished. But, being kicked in the gut by the economic devastation that the pandemic has wrought on nearly all our lives in the last 15 months is something that has been hard to plow through.
But we’ve made it through with our lives and our health, and while we’re still struggling to ensure our small business makes it through this year, we are faced with a persistent and chronic problem that only burgeons each year – copycat guides to Tahoe that promise a lot to would-be advertisers, deliver little on content or just plain copy our magazine, and never do as good as a job as we do.
In February 1982, our founder David Mogilefsky began publishing what was then called “North Tahoe Week” to provide a “comprehensive weekly tourist information guide,” as he wrote in that first edition.
While the magazine has changed hands a few times (I’m only the third owner) and we’ve changed our name a few times, that commitment to providing a visitor guide to our region has never changed. In fact, we’ve only expanded on David’s original idea adding more features, more events and entertainment coverage, more recreation, more information about Sightseeing and Lake Tahoe Facts, more about our community. Something that David was happy to see, as he told me in our last conversation before he died in 2014.
Sure, it’s a free market and everyone is welcome to produce and sell advertising in anything they want. My problem comes when people are so dazzled or hoodwinked by the shiny new thing on the block each year that they pull their advertising budgets from long-time, trusted, independent publications without asking what they are really getting out of this.
There are some amazing publications in our area that our readers and clients know and trust. Then, there are the ones that deliver poor content or just copy most of our content. Not only is that insulting to me, but it’s an insult to every person who visits or lives in our community.
Try this simple test: When you’re at the grocery store or a visitor center, pick up all the publications and thumb through them. Which ones would you tuck under your arm to take with you to read more later and which would you put back? That’s how every visitor judges all of these publications. The ones you tuck under your arm – like Tahoe Weekly – are the ones you should be supporting and spending your money with.
I implore business owners and marketing managers to ask these questions before buying any advertising:
- How long has this publication been around?
- Is this something I would read or recommend to my family and friends that are visiting?
- Is it owned by a local business?
- Does it employ locals?
- Where is this publication distributed?
- Is the content written by locals?
- Is the content worth reading? Is it interesting?
- Do I trust them?
Tahoe Weekly has been the trusted resource for what to do in the Tahoe Sierra for 39 years and our reader demand is higher than ever. Don’t be lured by publications with little to no content or corporate publishing giants who pose as local publications.
Remembering Luke Allen
A celebration of life will be held for Luke Allen, Family Editor Michelle Allen’s husband, on June 19. Details will be announced on Facebook. The heart-felt messages of support for family and friends have been much appreciated. To help his family, visit gofundme.com.
