Anthem Council brings end to Freedom Way

MARC BUCKHOUT ~ MANAGING EDITOR ~8/3/2011

In a spirited debate that had more turns than those needed to flip through Freedom Way’s 48-pages the Anthem Community Council decided, at the July 27 meeting, that the December issues will be the final print edition of the magazine.
Board Vice President Bob Copen asked how quickly staff could transition away
from the magazine, which has been produced in its current form since 2006.
“Do we have the ability to make the change in the next five months and get away from this?” he asked. “If that’s the case I say we move forward with our marketing plan. If this is costing us money and keeping our staff from doing other, more productive things, let’s stop it.”
After providing a 24 page report to the council the Economic Development and Marketing Committee, which was tasked with evaluating the effectiveness and value of Freedom Way, came back with eight possible options.
Their recommended option would have seen a slow faze out of the magazine that would have extended the printing of the magazine through 2012, reducing the page count from 48 pages through the rest of 2011, to a 16-page advertising free publication printed 10 times in 2012.
The committee and staff suggested the gradual phase out most notably so staff would have time to build up as complete of a data bank as possible of email addresses in order to send out email blasts encouraging residents to view the online version of Freedom Way.
Instead it was the third motion of the evening, one made by Copen, which finally passed. by a 4-2 vote from the council, which was minus an absent Jeff Pointer.
Copen’s long-standing effort to get an answer to constituents concern about the cost of Freedom Way was part of the impetus to look into the value of the magazine.
The committee’s research indicated that in 2010 Freedom Way cost $225,000 to produce. The cost was offset to a degree by ad revenues of approximately $150,000, leaving a deficit of $75,000.
Board member Ron Jerich, one of the two no votes, said by his number, if 150,000 copies of Freedom Way are printed each year and the cost to the community is $75,000 the cost per household is approximately $.50. Jerich made an initial motion to table a decision until August’s meeting on Freedom Way, which was defeated.
Along with cost, the committee focused on communication effectiveness, relationships and resources in making an assessment.
Under the current setup staff spends 85 hours a month in garnering advertising to help offset the cost of the printing of the magazine. The committee suggested that there were a variety of other things staff could be doing in efforts to sell Anthem both regionally
and across the country if they weren’t tied to that type of commitment each month.
In examining other similar communities around the country the committee came up empty.
“We were unable to find any other communities producing a monthly printed magazine,” committee member Holly Matson said. “Offering information over the internet is more cost effective. It’s also a more effective way to reach snowbirds.”
One of the potential benefits of staff being freed from the time commitment of selling advertising for Freedom Way would be more work such as the recently completed marketing brochures.
Communications Director Jennifer Solomon explained the brochures, which have recently been placed at the airport, hotels, restaurants, RV parks and given to local realtors have been a “hot commodity.”
“We’ve gotten requests for them from states all across the country,” she said.
Anthem resident Roger Willis encouraged the effort to garner media attention outside Anthem.
“I found out about Anthem because of an article I read in Golf Digest,” he said.
“The point is advertising on a national or at least a regional basis could pay dividends.”
Ray Norris said he could be supportive of the committee’s recommendation and a motion brought forth by board member Emily Wrinkle if advertisers had the opportunity to continue advertising within Freedom Way through 2012.
The committee then explained that in order to accommodate space for advertising the 16 page goal would not be accomplishable as the space to accommodate the ads would require additional pages in order to have 16 pages worth of content, which would increase the cost.
Instead they voted on Wrinkle’s original motion, which failed when it drew a 3-3 tie.
The committee also referenced an online survey about Freedom Way that was sent to 4,100 email addresses of Anthem residents. In a survey, which was completed by 594 residents 54 percent said they would like to receive information from the Council online, while 8 percent said they would prefer to see it strictly in print through Freedom Way or a direct mailer.
“I don’t support the posture of the committee,” Jerich said. “I don’t think they’ve taken into account the entire community.”
The makeup of the survey takers included 63 percent which were 50 years or older, perhaps quelling fears that doing away with the printed magazine might alienate Anthem’s older residents a claim made by residents Betty Towne and Ted Illston who labeled those of his vintage “Q-tips.”
Staff suggested there would still be some instances where information could be mailed along with bills to residents, but said they would lean on local media as well.
The committee suggested that by discontinuing their advertising efforts through Freedom Way, Anthem would have a better relationship with media outlets such as The Foothills Focus, In and Out and Images since they wouldn’t be competing for the same advertising dollars.
President Craig Boates and board member Tim Fyke voted with Copen, and Wrinkle, in favor of the motion to end the printed edition starting in 2012.
Anthem staff is attempting to acquire email addresses to as many Anthem residents as possible in order to direct residents to the online edition of Freedom Way. In order to get on the list resident should go onlineatanthem.com, and click on sign up for e-News at which point they are asked for their information and then need to check the box next to the Anthem Community list.