Friday, Apr. 17, 2009

Here’s what some Herald readers missed on Easter

By Ken Robertson, Herald Executive Editor

Newspaper editors, reporters and photographers tend to think the part of the newspaper they create — the news stories, page layouts and photographs — are what’s really important to readers.

Often that’s true. And I thought that would be especially true last Sunday and Monday, when we published a two-day package on how some $2.3 billion in federal stimulus money will affect the Tri-Cities.

But that’s not what some of our readers were concerned about on Easter Sunday. They were upset that many advertisers took the day off because they think most readers will be too busy with church and family activities.

No doubt many folks are. But among the calls we got from our subscribers was a woman who was concerned that she did not get her expected and customary large package of advertising inserts.

She wanted to plan her shopping for the week, and told our customer service folks rather sternly that she needed her usual set of ads, which she thought had been omitted from her paper.

Instead, she was more than a little disappointed to find that many of her favorite stores had decided not to send out their ads on that day.

Our ad director, Dave Gilchrist, is feeling pretty good about the fact that for some readers, his job is more important than what we newsroom folks do with our lofty talk of serving the community, keeping elected officials accountable, and so on.

So, advertisers, don’t take next Easter off. Commerce isn’t taking the holiday.

And maybe by then Dave will have stopped enjoying this little event. He’s been having just a little too much fun with the news department and doesn’t need another reminder.

Ken Robertson: 582-1520; krobertson@tricityherald.com

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