Utah Stories
Press Release: January 28th, 2010
Local Blog Finds Success in Print Media
While newspapers are closing down all across the country and print media in general is suffering why would a blog ever consider going into print? According to UtahStories.com founder Richard Markosian, its because online ad sales are very difficult to sell to small local businesses and there remains a premium set on print advertising that targets a very specific demographic.
According to Markosian the demographic of educated residents who are interested in local news about local businesses and societal trends is growing inversely proportional to the decline in newspaper subscriptions. Markosian believes that new media has made the business model of charging money for news and information obsolete. Especially if the newspapers' content is more than half advertising.
"I think that if any reader is going to be subjected to adverting on a scale of 5 to 6 ads for every article, there shouldn't be any charge. Only the Wall Street Journal and high-quality magazines that limit advertising are exception to this. Even though we offer a very high quality magazine about 1/3rd of our content is ads so I want to keep the magazine free."
While several newspapers that have closed shop believe that the market for relevant local news is shrinking -- Markosian doesn't see it this way. "There is a reverse-globalization movement happening in the U.S. Where we have millions of people who are much more conscious of not just the quality of what they are buying but where their products are coming from. In Utah this is the 'Local First' or 'slow food' movement. All across the country farmers markets are flourishing and local restaurant patronidge is on the rise. This is because people can see the value in supporting local ma and pa shops." These businesses create local community, they are much more likely to buy their ingredients from local farmers and support the local economy. Also, working conditions in small businesses and food quality is usually much better than corporate chains."
Markosian operated UtahStories.com online for two-and-a-half years before taking the plunge into print. He started UtahStories.com by offering a unique short documentary film on the history of Salt Lake City's Main Street from the perspective of long-time small business owners. Markosian found a niche in telling the news from their perspective. "Small business owners are the backbone of community. They deserve a more prominent roll in shaping laws and city development projects. While the local media is focused on politicians on Capitol Hill and the city leaders, we want to hear what business owners believe will spark economic activity. Nobody is really listening to their ideas and their opinions and they are the ones with the best experience. Lawyers or politicians who have no experience in dealing with the laws and restrictions governments impose on their ability to grow."
Markosian realized the potential for print media by printing marketing materials to promote a series of online stories he wrote on artisans and vendors of the farmers market in Salt Lake City. Markosian profiled 10 vendors of the farmers market who had found a unique niche in their product offerings. Several of these stories also offered short video documentaries that aired on a local television station. "The stacks of small one page pamphlets we printed were taken and enjoyed so much, people started collecting them, and looking forward to the next installment. The popularity of these pamphlets showed so much promise I realized that print might be a better way to go."
Since launching in June 2009 Utah Stories Magazine has grown from 24 pages to 48 pages. And revenue and circulation have increased by an astounding 8% per month. Markosian says that after writers and printing bills are paid all profits go back into offering more stories and greater circulation. Utah Stories is now expanding into Bountiful and Sandy
"My goal and focus is to get the voices of small business owners and circulate their opinions to as wide an audience as possible. These people are often too busy to stay politically involved, but I think if politicians and citizens hear their stories and their opinions on city development, we can improve the Wasatch Front to be fertile ground for more small businesses that have great ideas and initiative."
Media contact information:
Richard Markosian
801-856-3595
