A new circulation strategy is born

In the fall of 2009, no fewer than 10 people threw their hat in the ring to run for Kuna City Council. 

As was my usual custom, I went down the list and checked to see if any of them were subscribers to the Kuna Melba News. In keeping with the overall trend, only three out of the 10 were subscribers, a 30 percent rate that mirrored our overall penetration rate.

And then, you started seeing the subscriptions come in. One after the other, the candidates, who all professed to love the community and want to be involved in the community, signed up to receive the paper. By the end of the campaign, I think we finally had eight out of the 10 as subscribers.

This led Nicola and I to joke, “Well, there’s our new strategy. We just have to get everyone in Kuna to run for City Council and we’ll get 80 percent penetration.”