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Two-Lane Distribution: Methods of the Madness(3) Circulating Two-Lane Livin’ Magazine is always a challenge, especially this time of year. Many other free publications depend on a shipping or mailing service for distribution of their issues, but in order to track readership, pick up rate, and make sure every copy gets read, we do things our own way. First, we travel to Parkersburg, to pick up fresh copies, stacked on two palettes and tightly shrink-wrapped. What isn’t loaded into the back of our vehicle is loaded by forklift onto our utility trailer, then wrapped in water-tight tarps and strapped down. I call my mom on our way into the city, and she takes off from her weekly Monday bible study to get her copies. While Frank does most of the wrapping and strapping, I visit with Mother. She and her friends deliver in Belpre and Parkersburg. On the way home, we deliver in Mineral Wells area, leaving extra bundles at a store for a columnist who volunteered to distribute copies in the Jackson County area. Then we travel into Wirt County, where we deliver copies, leaving extra bundles for a reader volunteer who delivers her copies along Route 47 from Crossroads to Parkersburg. Time permitting, we also distribute into Grantsville area as we travel home, and then leave copies at Sears Exxon (featured on page 19) near our home base in Stumptown. When we arrive home, we unload 150 bundles of magazines into our distribution room. There, they are checked for quality, and then hundreds of copies are hand-folded to be sent in subscription envelopes and placed in distribution boxes at rest stops. Bundles of magazines are shrunk-wrapped and mailed to volunteers to circulate in Tyler, Pleasants, Doddridge, Greenbrier, Randolph and Tucker County. We also mail bundles to Tamarak, and the Williamstown Welcome Center. The next day, delivery week really begins. Frank takes all the long delivery runs – like the Nicholas County run, The Ritchie County run and the Lewis/Upshur County run. These are the ones where 4-wheel drive is likely needed in the winter, so Frank pretty much does those. My little Chevy and I handle the short runs, Roane County, and Braxton County. In Braxton, I drop extra bundles at The Custard Stand who voluntarily delivers in Webster Springs, and extra bundles to WV Massage Therapy, who voluntarily delivers to Clay County. Frank and I take turns delivering in Gilmer County, depending on the work load of the rest of our lives. (In Summer months, we also deliver to area state parks.) While we’re delivering copies, we take note of any (if any) copies are left over at each location. If there are (typically less than 100), we pick them up and re-circulate them, re-placing them in laundromats and Rest Stops along I-79. If any location has leftover copies for more than two months, that number of copies is shifted – to another location that always runs out. Meanwhile, we also have fans who “share.” We give our neighbor copies to take to his family in South Charleston, and he’s known to leave copies at the Jane Lew Auction House. One of our columnists carries copies on her travels, and is known to leave a few hither and yon. Another columnist delivers to shut- in friends and mails copies to out of state family. In fact, we’ve tried to track how many copies, once read locally, get mailed on to someone else. The numbers became too large to track. It’s not uncommon for a reader to call after picking up a copy somewhere that we’ve never been. How did they get there? We don’t know. How could we know so many people would want to share Two-Lane Livin’? How could we expect space to be offered at Rest Stops & Welcome Centers? How could we know we’d have a waiting list of distribution locations? How could we plan for such fabulous volunteers? How could we expect such an overwhelming feeling of ownership among our readers, columnists and clients? In fact, an extra 1,000 copies of this month’s issue were sponsored by Wilson’s Rug Cleaner & Carpet Center in Weston, providing more readers with access in Upshur, Lewis and Braxton Counties. In turn, thanks to this initiative, every client in this issue has gotten an extra 1,000 copies free. In its creation, production and delivery, Two-Lane Livin’ has become a two-lane network, growing in ways that could never have been predicted. I know the word is overused these days, but I think our distribution is awesome. When I think on it, it literally fills me with awe. No one could “invent” such a system as ours. It’s complicated and yet simple; is intricate but remains consistent; it includes time and effort of volunteers, and works without any major glitches. That’s something, considering we deal with ice, snow, flooding, school busses, deer, detours, and who knows what else along these two-lanes. It amazes me and thus, this first issue of the New Year, we have included our Winter Distribution List and those who help make it happen. It’s a long list, which we won’t have room for very often. Even so, we are very thankful to each of our distribution location and volunteers. Many wishes of prosperity and success in the upcoming year to all those who help spread the “two-lane word.” Two-Lane Livin’ Winter Distribution List BRAXTON COUNTY CALHOUN COUNTY CLAY COUNTY DODDRIDGE COUNTY GILMER COUNTY GREENBRIER COUNTY JACKSON COUNTY KANAWHA COUNTY LEWIS COUNTY NICHOLAS COUNTY PLEASANTS COUNTY RALEIGH COUNTY RANDOLPH COUNTY RITCHIE COUNTY ROANE COUNTY TUCKER COUNTY TYLER COUNTY UPSHUR COUNTY WEBSTER COUNTY WIRT COUNTY WOOD COUNTY WASHINGTON COUNTY, OHIO |
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The Value of Two-Lane Livin’Comments Off
One of the most common compliments we get from Readers of Two-Lane Livin’ is “I read it from cover to cover.” I enjoy hearing that because, as editor, I know of all the little treasures tucked and hidden inside. While Two-Lane Livin’ magazine is free, each page is bursting with value. If you skip a page, or a column, you may be missing out on some valuable information. (For example, don’t miss our collection of money-saving coupons on page 23.) One of the next most common compliments we hear is, “we keep our Two-Lane Livin’s next to the porcelain throne.” An odd compliment, yes. However, we know that this location in the house is a place of distinction. A place where folks do much of their serious reading. Some magazines would prefer to be on display, perhaps in the living room, on the coffee table. But I am proud to learn how many copies are kept handy next to Central West Virginia toilets. For some reason, it assures me that more copies, more pages, more words of each issue are being absorbed — long after a new issue is released.
A Little Two-Lane Livin’ Goes A Long Way Two-Lane Livin’ is distributed in 16 counties around the region, at over 500 locations. In addition, each month, we send dozens of subscription copies out side the state. Even our readers mail copies out of state to family and friends. But with the arrival of the summer travel season, Two-Lane Livin’ gets even further mileage. Copies found at our distribution sites and at Visitor’s Centers by visitors traveling through the region are picked up a carried like seeds to homes far away. Copies have traveled to Pennsylvania, Washington State, Arizona, Canada. Many subscribers who have signed up in summer months are those who have picked up a single issue while passing through our region. To me, it feels like our message is in a bottle tossed in the ocean, or is tied to the string of a helium balloon. Who knows how far it will go? If you are such a traveler, please let us know. Send an email, post card, or sign of some kind.
Talkin’ Two-Lane Livin’ Because Two-Lane Livin’ is free to you, we are completely supported by our advertising clients. That really leaves us in a position where it is up to YOU to support and patronize the businesses who support us. With more than 45,000 readers each month, it should be easy. All you have to do is speak up. When you visit their store or business, thank our clients for supporting us and providing you with copies every month. When you pick up your monthly copy, tell the staff at that location how much you enjoy the magazine, and thank them for carrying it. When you find someone who offers a fantastic product or service, suggest they call us. See, just as we know how wonderful our columnists are, Frank and I know how vast and loyal our readership is. If you enjoy Two-Lane Livin’, please share it, speak about it, and support those who support it. Word of mouth is one of the most effective marketing tools available today. A kind word from each of you could go a very long way. So, let’s start talkin’ Two-Lane Livin’. We’d love for you to talk about us. ~ Lisa Two-Lane Livin’ Magazine is available, free, in print to Central West Virginians thanks to the support of our advertisers and supporters. If you would like to support the continuing education of the region, please consider making a donation: |
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