What a fantastic thing to be at the helm of a growing enterprise. But, it is especially exciting at the very beginning of the journey… the ground floor, the early days. When a vision becomes a reality and exceeds your expectations, you’re supposed to do two things: embrace the moment with gratitude and work your tail off to keep it rolling. I know this firsthand from my years at The Onion. And the first two editions of Tosa Connection have given me a similar energy.
I want to take this moment to extend my gratitude to all of our advertiser and readers. For a free-circulation publication to be successful, it’s all about the advertisers believing in the concept and the vision of a new venture and quite literally, buying into it. Without our business community putting its stamp of approval on Tosa Connection, the magazine never exists or it dies a quick death. Local businesses have allowed us the opportunity to highlight Tosa living, to feature great people and great families.
As advertiser support is the critical and precious fuel to this business model, reader engagement is the oxygen that fans the fire. Reader response to the magazine and our advertisers has been overwhelming and surprising. A testament to why you see virtually every advertiser from our first issue back with us this issue, as well as many new and notable names. From the hundreds of likes on Facebook to the hundreds of coupons redeemed around the city, you guys have been great. To those who offered to write for us and those who have suggested story ideas, we truly appreciate your interest and input.
In a time for being grateful, I mean to be clear that I am. So, I’ll let you know exactly how I intend to work my tail off to keep it rolling.
I have bumped circulation to a full 30,000 copies. We direct-mail them through the U.S. Post Office to every residence and business in Wauwatosa. That includes all of the 53226 and 53213 zip codes. Our circulation also includes the Tosa portions of 53222 and 53225. We have also brought in almost 5,000 homes and businesses in the 53208 zip code. 30,000 copies reaching 60,000-75,000 readers is a sound, strong platform from which to work. If you don’t get Tosa Connection in your mailbox, please let me know.
In our first issue, Tosa Connection had four or five contributors. In this issue, there are 10. We also expanded from three feature stories to eight. In planning our first issue, we were set on three issues per year. Now our publication schedule includes five issues per calendar year (every odd-numbered month except July). The first issue was 32 full color pages; this issue is 40 pages.
The vision I see is one where Tosa Connection brings East and West together and makes the surrounding communities envious by our effort and contributions.
I see a Tosa Connection that has an Internet presence that is strong with content and reader contribution in the weeks between printed editions.
I see a Tosa Connection where we have many feature stories each issue alongside our regular columns.
I see a photo gallery page where we print the coolest photos you send to firstname.lastname@example.org.
More possibilities include a “heard on the street” feature and an expanded arts and sports section, and my latest, One Sentence Stories concept. I see a 56- 64-page city lifestyle magazine with the “perfect” or straight-edge bind with incredible photography and design.
I am thankful for so many things in this life. In my top 10, is hope. Thanks for letting me dream!
Editor and Publisher