The Desert Sun - Christmas Scrooge 2008 Award Candidate
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Desert Observer's Page Palm Springs, California. Yesterdays mailbox yielded a letter from Greg Castro, Marketing Director of The Desert Sun newspaper. Mr. Castro writes of their dedication to delivery of "the area's #1 source for news and information each day". He makes a few more promotional-type claims about quality, improvements, etc., but never mentions that the physical dimensions of the paper have decreased, the content has diminished and the current product offering is significantly less than in previous years. |
Today I received the annual Holiday Season greeting card, from my delivery person, tucked within the newspaper. It's the yearly hint his family would appreciate a Holiday Season remembrance. One of my first reactions is concern over what effect the rate increase will have on home delivery readers and their willingness to give something to their carrier? I hope readers are nicer than my carrier's bosses at the newspaper, for those office lackeys clearly didn't give much thought to his needs when they sent out their rate increase letter.
It's to the newspaper's credit that they didn't make a phony effort to be cheery or otherwise invoke the holiday spirit. Nowhere in their December 15th letter is there any mention of the holidays or wishes for the good health and happiness of their subscribers. So, at least their approach is consistent with their image. Nevertheless, it seems the paper's decision to announce a rate increase during the Holiday Season proves they not only have tin ears, but you have to wonder if their Marketing Department folks have actual college course credits in that field? Bottom line - The Desert Sun definitely deserves a nomination for the Christmas Scrooge 2008 award.
Bond Shands
Palm Springs
November 16, 2008
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