Though we’re a small newspaper when compared with big-city dailies, the number of people we reach is big by any standard. In recent years we, like all newspapers, have used technology to extend that reach.
In doing so we also have adapted to the changing times by being more interactive with our audience. The digital world opens that door easily.
What you learn quickly is not all audiences are the same.
First, we have our print readers. On weekdays we print about 20,000 copies each day for people who like holding a newspaper in their hands and receiving advertising supplements, among other things. That experience is different from other methods of reading the news. It is presented to them in familiar ways with features and convenience you cannot replicate elsewhere. Though we do try with an e-edition, an electronic duplication of the newspaper.
We also print Wenatchee Valley Business World once a month for the business community. That magazine has been tremendously popular with both readers and advertisers. We also produce Foothills, a much-praised bimonthly glossy lifestyle magazine that celebrates our beautiful region.
Other people want their news digitally and we provide it at wenatcheeworld.com. We recently redesigned the website and built our own content management system so we could be more flexible with what we do. The site itself is also more flexible. What you see on a desktop computer screen adapts automatically to fit tablets and smart phones.
Our website usually draws 6,000 to 10,000 unique visitors each day.
When there is big news, those numbers shoot up dramatically.
We also have a big social media presence. On Facebook, our main page just surpassed 9,000 followers and we have more than 3,000 followers on Twitter. Those numbers are only part of those audiences, as our posts are shared and retweeted to others throughout the day. There also are social media sites for various sections of the paper, like Go! and Sports.
The social media crowd includes many of the website and newspaper readers as well as a big audience of younger people. It is great that we can engage with that audience, many of whom are not traditional newspaper readers.
We also have an email service called VIP World. When people sign up for that they can enter to win prizes and select occasional email messages to receive from us.
One of those messages is a daily headlines and breaking news option that goes to about 8,500 people.
I write those, with a usually lighthearted introduction to the biggest stories of the day. As someone who receives dozens of email messages each day, I figured that message needed more than just “here are some headlines” to keep people interested.
Some appreciate that approach while others, perhaps, not so much. I once made fun of the Oakland Raiders “football team” and got a big response from Raiders fans, apparently bored with watching their team lose.
Just this week, I decided, for some reason, to poke fun at Okanogan County. Let’s just say some people were not all that appreciative.
I followed that yesterday with an apology to our friends up north. That should smooth things over.
If you’d like to subscribe to VIP World and receive those messages you can do so here: www.wenatcheeworld.com/vip-world/register. Okanogan County people are especially welcomed.
Regardless of the ways we reach people, our main draw is always news. Our professional reporting and photography staff delivers information many, many people find invaluable. And we’ll keep looking for new ways to get it to you.