EDITORIAL: Dear Subscribers... (09/10/00)

EDITORIAL

Dear Subscribers...

We've said it before, and we'll say it again: we at The Ukrainian Weekly greatly appreciate the support you have given us through the years. Many of you have been longtime subscribers - some, in fact, since the very beginning in 1933. Therefore, it is obvious to us that you value this newspaper, our community newspaper.

Now we are asking for your assistance in enrolling new subscribers. Why? The reason is simple: You are our faithful readers, our supporters, our advocates and our best advertisers. We have learned through the years that word of mouth is the best vehicle to promote our work. And who knows us better than our faithful readers?

You can approach prospective subscribers and talk up The Ukrainian Weekly. You can inform them what this newspaper has done in the past and what we're doing now. You can underline the significance of The Weekly and stress how it is critical to the continued existence and health of our community.

Our request for assistance in our circulation drive comes at a time that we've done much to increase revenues in an effort to sustain our publication. We've written letters appealing to former readers to re-subscribe, we've issued invitations to prospective subscribers, and we've distributed various leaflets to entice readers at diverse venues. We've also published a book titled The Ukrainian Weekly 2000 to bring in additional funds (Volume I was well-received by readers, and Volume II is due out soon).

We owe a huge thanks to our advertising department for a significant increase in the number of paid advertisements that appear in our newspaper. In fact, by the end of August of this year we'd published over 800 column-inches more of ads than we had published in all of 1999 (a full page in our newspaper is 58 column/inches).

And, of course, we are grateful to our readers who contribute to The Ukrainian Weekly Press Fund, which plays a vital role in supporting this paper's work. This year's donations, it must be noted, have exceeded those of all previous years. (Whereas donations in 1999 came to nearly $12,000, as of the end of August they stood at more than $14,500.)

As we turn to you with this request, we are confident of your support. Please help us extend the reach of The Ukrainian Weekly by encouraging your friends, colleagues, relatives to subscribe. For what is a newspaper without a strong circulation base?

Dear Readers, you can serve as ambassadors of The Ukrainian Weekly. With your help we are certain that we can once again achieve the peak of 10,500 subscribers that we had in 1994. Thus strengthened, we know we will continue to serve you and succeeding generations of readers here in North America and beyond. After all, there is strength in numbers.

PS: As a token of our appreciation for your invaluable assistance, current subscribers who enlist new subscribers will receive $5 off their next annual renewal. Just ask the new subscriber to provide your name along with his/her subscription payment.

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