A message from the Founder

Roland Hopkins

As much as I don't like to write about anything negative, apparently we are in the middle of a recession and there are a few dos and don'ts that recessions bring to the forefront. In the first place, since the beginning of U.S. time we have experienced a recession every 17 years and they last anywhere from 7-11 months. In 1989 George Bush Sr., then president, decided to ride it out as his advisors informed him that recessions only last 7-11 months. Sadly, that one lasted three years and cost him reelection. Wouldn't we like to think that governments learn from past history and make sure that recessions never happen again?

Unfortunately, all governments get bogged down in nonessential things and overlook things which effect our economy. When is the last time a person with business experience was elected president? - or even ran for president?

Since the last recession we have had both parties in power, and so if the government is to blame, where does that leave us? What will the new president do to see to it that we can supply our own energy and avoid the next recession scheduled for 2025? I guess we'll have to wait and see. Too bad neither candidate majored in economics. Here's a major don't that you should follow in recessions that will help you through the down times. And, by the way, I didn't make this one up. About 100 years ago Henry Ford decided that since everyone knew the name FORD, that he wouldn't advertise and save money. He was a brilliant businessman, but stubbed his tow on that decision. Two auto companies caught and passed him in sales, and it took him three years of heavy advertising to regain his auto supremacy. Allow me to inform you what happens when you stop advertising. And this is again not my prediction, guess or opinion. It is a proven fact. When you stop your ads, it is exactly the same as if you bought a big ad announcing that you are either going out of business, in trouble, or died. Announcing any one of those things only hastens your downfall. I can understand stopping unnecessary ads that maybe are not reaching your market, but you should never disappear from the view of people who use your product or service.

The main reason we keep our advertising rates so reasonable is so clients don't have to cancel them during downtimes. Our circulation actually continues to grow as we seek out prospects for you and add their names to our mailing list. And we do reach the people who you want to talk to 24/7.

When is this recession going to be over? I say we are in the middle of it and very soon will start coming out of it.