The recent change in the name of The Mercury has brought out some concerns from local folks. The concerns expressed, although justified, seem to revolve around the tradition and history of what the Richfield Springs Mercury was rather than what it will be. I would like to take this moment to share with you the reason behind this important change.
It’s my responsibility to to connect both editorial and sales, bridging the two together. There is always an eventual moment when each department helps the other out by applying our respective creative logics to any given situation, granting each person the opportunity to see things from the other’s point of view.
In order for this, or any, newspaper to prosper in this digitally-directed economy, we need to apply new solutions instead of surrendering to antiquated excuses.
There are two questions an advertiser needs to ask themselves: “Can I afford to advertise in a community newspaper?” and “Can I justify advertising to a community paper that doesn’t reach my community?”
These are the questions we, as creators of this weekly newspaper, need to ask ourselves in order to be proactive in any economic climate and hopefully help our clients.
We also do not want to alienate the local community that may be directly affected by this change. Like the Richfield Springs Mercury from the 1800s and up to the early 1970s, the present Mercury is eager to please its local readership. Also similar to the paper of the 1930s and ‘40s, this Mercury that you hold in your hands is going through a difficult economic decline and serious lack of advertising growth.
This is due in part to finding enough advertisers who want to be represented in this newspaper.
In this day and age it is becoming more and more difficult to do that unless you have the appropriate amount of distribution or Internet identity.
The Richfield Springs of yesteryear was a town of growth and prosperity; its Main Street flourishing with “Open” signs in almost every window.
We used to have two pharmacies at one time. We used to have a movie theater. We used to have large hotels to accommodate upwards of 500 people traveling far and wide to share in our Great White Sulphur Springs. We used to have a considerable amount more than we presently have.
Although we have one of the greatest little American towns with a whole heckuva lot of pride and beauty, we lack the advertising potential to have the luxury to name ourselves the ‘Richfield Springs’ Mercury. In order to reach new customers we need to appeal to a wider and broader range of advertisers. And this is why we have changed the name to The Mercury.
This paper will always be in this wonderful town, it will always have the web site address www.rsmercury.com, and it will continue to have the Richfield Springs name on the envelope.
The Mercury will continue to be your hometown newspaper. No matter what you call it.
Brandon Dawley is the human being that performs layout and creative duties for The Mercury. He proudly lives in Richfield Springs.