Agenda Packets - 2017/03/06 - Laserfiche WebLink

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Item 04 February 6, 2017, Work Session Page 2 YMCA/Community Center would also benefit by targeting mailings outside the boundaries of Mounds View if the program offerings would bring registrations from residents of surrounding cities. The recreation section typically represents 13 to 17 pages of newsletter content. Of this, approximately 4 pages have hours and rental information for the community center, Event Center, park buildings, and meeting rooms. This information is updated annually, and may be better handled through a separate handout or mailing than being part of the City newsletter or the proposed YMCA recreation guide. 2. Lower page count, improve quality of City portion of the newsletter. Most city newsletters are printed in full color and are much shorter than the current incarnation of the Mounds View Matters. Mounds View’s newsletter looks dated in design in comparison. Much of the content repeats from issue to issue and many of the same articles appear seasonally. The current focus is less ‘news’ than a catalog of city resources. Staff reviewed sample newsletters from several cities and developed a format preference for an updated newsletter. • Size: 8- or 12-page, finished sized 8-1/4” x 10-3/4” to trim bleed • Paper: 70# Endeavor Velvet Book • Ink: 4-color process, 2 sides, bleed both sides • Bindery: Fold, staple and carton pack Lowering the page count would limit the length and number of articles in the newsletter. Staff discussed creating an editorial committee to set priorities for articles and make decisions about which content to cut if needed. Currently, each department sends articles and typically everything is published. 3. Change delivery to direct inkjet addressing. Even with the change to ECRWSS carrier route delivery, there are still issues with getting the Mounds View Matters to all residences, particularly multi-family units. There are a few holes in the carrier route coverage of Mounds View. One route is mostly in New Brighton, so the handful of Mounds View addresses along that route are direct mailed. In discussions with printers, the best way to ensure that every residence and business in Mounds View receive a copy is use direct inkjet printing. This requires purchasing a mailing list. The validity of the mailing list varied from each issue to two years. A major change in like a new apartment building would trigger need for an update. Addressing to “Mounds View Resident” is sufficient since the goal is to get the newsletter to every unit in Mounds View instead of having mail follow former residents to their new location. The printers are able to do the mailing in-house, but there is also the option of using a separate mailing house for their expertise in mailpiece design and conforming to postal regulations. The newsletter could be mailed flat or folded in half and stickered to meet letter postage rates. The initial analysis is that the postage cost savings are offset by the additional finishing steps. Refolding increases the risk of smudging and more elements in the design are covered by stickers. 4. Discontinue advertising. Resolution 6722, adopted on November 23, 2003, established an advertising policy for Mounds View Matters. Over the years the number of advertisers has dwindled. The advertisement rates have not increased since 2006 and do not draw significant revenue. Given the limited space in an 8 or 12 page layout, staff would support discontinuing advertising. Obligations to contracts of current advertisers were met in the Spring 2017 issue. Staff has not reached out to recent advertisers in anticipation of a change of format.