There was a time when we went after circulation with an attitude of "damn the expense – full subscriptions ahead." The understanding was the cost of delivery was offset by ad revenue. Then, advertisers decided that "all circulation was not equal." As more advertisers came to this conclusion, ads or inserts declined as advertisers sought only the areas they believed worked best for them.

As revenue declined, expenses were cut and – in, some cases, publications pulled out of areas not generating ad revenue. In other cases, subscribers quit because of a lack of advertising or due to things being dropped from the publication that they liked.

In response to these declines, publications cut more expenses, increased subscription rates, and the circle began again with more cut backs from advertisers. To survive, this is a cycle we must stop. So, how do we go about it?

A recent article in the Daily Clips, entitled "5 Ways Email Will Evolve in 2017," caught my attention. While all five areas will not apply to media publications, some of the concepts should.

Is your publication's goal to reach newcomers quickly and to become relevant to them in their new home? If so, here's a win-win for you and your local Chamber of Commerce.

Here is what I consider the best sampling program – ever: hospital delivery. This could be sponsored by an advertiser, or from public donations, or you can make it your community contribution. You can do any or all of these – just do the delivery and let the sponsorships come in.

When you sign the back of a check you are a manager working for someone else who takes the risks, whereas if you become the owner you are accepting the risks of failure or success, but you will proudly be signing the front of your checks.

Local coverage is not just city hall. It includes school activities, social events, summer sports leagues, church services and events, Boy Scouts, Girl Scouts, Civic Clubs – whatever is important and linked to your community ... your market. Get your editor to start thinking a little like a salesman – what would make someone want to read my column?

The publisher of The Fairbury Journal-News has purchased the paper from its long-time owner.

Timothy Linscott, who has held the position of publisher for the past year, bought the paper from Fred Arnold and McBattas Publishing.