Page 12 - 06_September-2024

PUBLISHER’S NOTE.
I’LL BE THERE FOR YOU
You can call me Chandler.
Like the character on Friends, I became a one- day-only wedding officiant to marry two of my closest friends. It was a memorable day. As Mr. Carson from Downton Abbey said, “The business of life is the acquisition of memories. In the end, it’s all you have.” And for those gathered on that glorious August after- noon, we not only saw the newly married couple start their life together — we all acquired memories.
As the publisher of a city magazine that prints 30,000 copies of each issue, and not really a wedding officiant, I’m often asked about analytics. This is the word to which we’ve all become accustomed, to measure the effectiveness of advertising. Why? Because Google perpetuates the myth that being able to count some- thing means it works. It is in its best interests to have us all think that way. I wholeheartedly disagree. And it’s not because I don’t understand it. Plenty of research exists to support my thinking that reading a magazine is an experience – a memorable one – including the ads.
Let’s go back to the wedding: When the cupcakes were delivered and the caterers were putting them out, they counted them. Did that mean they got to eat them? No. Counting something doesn’t lead to an outcome.
It only means you can count it. I think the purpose of counting the cupcakes was to ensure that at least one cupcake per guest was set out, with the rest being put back in the fridge to protect them from the heat of
the day. As it turned out, one young man confessed to eating 13 of those cupcakes (they were small), so it was good there were extras.
The best outcome of any endeavour may not be directly measurable. How does one count love? Or friendship? Or community? Or brand perception? How do you count the value of being part of something greater than your- self? The foundation of good business, of good citizen- ship, requires the long view. Building a brand community takes time. So does building a great city.
I want to live in a great city. I want local restaurants and coffee shops. Boutiques and book stores. Inde- pendently-owned bricks-and-mortar. I also want
a vibrant, well-supported arts community. Our city needs us. Let’s stop listening to Google like
it’s some sort of single authority, quit ordering from Amazon when you can buy it locally, and relinquish the notion that all Instagram photos are real. Let’s shop locally, support local journalism and realize that the best outcomes take the long view.
Let me know if you are with me and I may quote you in my next note. [email protected]
Trudy Callaghan
Publisher
Scan here to see bundles. → Please choose one.
We can make it together.
12 EDify. SEPTEMBER.24