ORIGINAL STRATEGY:  The original plan for distributing African American Point of View news was community based. The underlying theory was that if we wanted an African American readership we should distribute the paper where African Americans go.  Accordingly, we identified and distributed to 60 such sites, including Black churches, Black barbershops and hair salons, community centers and schools and stores in and around the Black neighborhoods.

THE FLAW: The flaw in our original plan revealed itself almost immediately as readers from all over the city of Springfield began asking where they could find a current copy of Point of View.  We were pleasantly surprised when the queries came from both Black and White readers.

REVISED STRATEGY: It was not long before we had expanded our distribution sites to 300 sites all around the Greater Springfield area and to 100 key sites in Hartford, New Haven and Bridgeport, Connecticut.  We have found it necessary to continue to add sites as Point of View has expanded from a quarterly to a bimonthly to a monthly.  Additionally we issue six topical special editions throughout the year.  The more sites we have, the more readers we gain, especially as the frequency of issues has increased.  We currently distribute 15,000 papers per month with plans to increase to 20,000 by the end of 2010.

 

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