Publisher's Letter: Create Lasting Impressions

In an effort to do my part to reduce my carbon footprint — and save money on gas — I’ve started riding the bus to work two to three days a week. It’s proved really easy, as I’m one of the fortunate people who don’t have to drive to a park-and-ride location or transfer buses. My bus stops on the street corner nearest my house, and it drops me off right in front of my office building. Even more amazing, it only takes five minutes longer than driving to work.

The best part about riding the bus is the people. I take an express route that was created for nine-to-fivers and therefore makes very few stops. My fellow riders are all professionals making their way from suburbia to downtown Phoenix — and there are quite a few characters. Some quirky facts about my bus-mates: People sit in the same seats every day; every Friday, one man facilitates a pop-culture quiz; and I think there might be a love affair taking place between two riders. One day, we all celebrated as one of our compadres was retiring from work ... and our bus route. We all participated in a sing-a-long to send him off in style.

It’s nice to relax and people-watch each day as I commute in and out of downtown without the stress of driving. This last Friday, I noticed something a little unusual. Bernie, who gets off at the same stop I do, was reading a really old magazine. I know it’s probably not the best etiquette to let my eyes wander to what others are reading, but given my profession, I’m always intrigued to see what magazines people choose.

He had folded the cover back so I couldn’t see the title of the publication, but I could easily see the issue date: September 1994. I couldn’t help, but ask. “Bernie?” I began. “What are you reading that’s from 1994?” It turned out to be a classical music-review magazine; he said he likes to read old reviews again.

I thought about it more and realized we save things we really like and feel connected to. It provided me with a challenge, and I hope it’s one you’ll take up, too: How can we best serve our readers/customers and give them something they’ll still want 15 years down the road? Can we build that kind of brand loyalty? We should at least try.

Take care,

Katherine Kennedy
Publisher
kkennedy@vpico.com