Editor's Note: A Winter's Tale
This is the last time you’ll see the Shuttle this year. (Somber music: Bum-bum-bum.)
Well, yes, of course it is, because it’s December. The twist comes next year:
We’re combining the January and February Shuttles into one midwinter issue. (We also plan to combine July and August into one midsummer issue, for those of you who have your planners out.)
The reason for this is mainly, well, money. And also time. Which is money, right? The Shuttle is kind of expensive to produce. These costs are largely offset by advertising sales, but advertising in the dead of winter (and the height of summer) does slow down a bit. It’s also expensive to mail, which we do, to every member. And with supporting three stores keeping us all a lot busier than we used to be, we’re on the lookout for a little relief here at Shuttle HQ as well.
You may be wondering why we don’t just stop mailing the Shuttle. Yeah, that WOULD save money. It would also ultimately save money on printing — because we’d end up needing fewer copies, since fewer members would likely bother, or be able, to pick up the paper in the store.
Why not stop mailing? My immediate answer is: We love our advertisers and want to make sure they get all the eyeballs on their ads that they’re paying for. (If you’d like to get into the weeds with me on this: There are few enough places anymore for local small businesses, organizations and schools to advertise as it is. Are online ads a useful alternative? And what about the Russians?)
So just trimming back to 10 issues a year seemed like, um, the prudent thing to do for the time being. And of course, we welcome your feedback.
The January-February Shuttle comes out Friday, Jan. 18, 2019. (For the proposed 2019 publication schedule, visit www.weaversway.coop/shuttle.)