We talk a lot about the audience in this business. We talk about how to best reach the audience, when and what the audience is reading, which ads the audience clicks. We measure the audience in percentages and charts and graphs. Is the audience growing? (Yes!) What does the audience like? What will the audience pay for things? It’s natural to ask these questions, as the audience is our reader. The better we know the audience, the more effectively we can serve it. That’s just good business.
But did you see what happened there? By referring to you as the audience, we turned you into an it. You became a big, fat pronoun. And beyond that, here’s some synonyms for the word audience: “spectators”, “listeners”, “viewers”, and “onlookers”. All of them describe a passive group of people watching something happen. If we’ve learned anything in the last four months, it is that the people who read Richland Source are anything but passive.
We are constantly astounded at how engaged and plugged-in our readers have proven to be. You folks are fantastic, unique, multi-layered individuals. Has anybody else noticed the lack of cranky, negative comments on articles and social media? We have. In fact, the more we get to know the people who read us, the more we like them.
So here’s the deal: Richland Source will no longer refer to you as the audience. Ever. From now on, you’re whoever you are. You’re Luke Grauer and his grand champion 4-H steer, you’re Colonels McCue and Tack, and the brave soldiers at Lahm. You’re Grant Reed, who named his cancer “Michigan” and then beat it, the dry cleaner who cleaned and donated 300 pairs of shoes, or the fella in Olivesburg that body slammed an escaped inmate and had a sandwich named after him.
All we ask in return for not thinking of you as some nameless, faceless multitude is that you return the favor. Don’t lump us in with the mainstream media. Give us a chance to evolve into what you need us to be.
Help us grow as your Richland Source. Stop by the office. Send us a story idea. Comment on our articles. Be part of a two-way, active conversation. Share with us your readership, involvement, passion, and yes… your advertising dollars. Be part of something new and different. You are truly a great community. Help us be great too.
Thanks again for your support. Drop us a line anytime at contact@richlandsource.com.
