AdMill Group and The Bulletin

Hello Arthur,

Here is how we see the future of The Bulletin and how it fits in with AdMill’s objectives as investors and co-owners with the exclusive option to become full owners within a few years.

These are our strengths as publishers:

• A 17-year history of producing a highly credible and excellent monthly community newspaper in and about Downtown Toronto neighbourhoods, mailed to 50,000 addresses monthly via Canada Post.

• An established work-at-home pool of expert journalists, editors, graphic artists and Internet technicians who are ready, willing and able to accept and complete all assignments on a timely basis.

• An expert understanding of the community newspaper production process from assigning, editing and processing journalism coverage to the technical aspects of printed production and distribution.

• An active and hyper-local community newspaper website that’s expertly updated many times daily and which charges for ads on a monthly fee basis rather than CPM since its value is in local visitors rather than gross visitors.

• Newspaper content that provides value to residents of our circulation area and (in a 2007 survey at St. Lawrence Market) remains over a week in the average home that receives it by Canada Post.

These are AdMill’s strengths as entrepreneurs and distributors:

• Management expertise over a large, ongoing multi-faceted industrial operation including assembly of multiple client inputs, in-house physical production, shipment and delivery of product.

• Staff and management expertise over high-level sales to major corporations and also sales to small establishments.

• Personnel management expertise over a variety of job descriptions.

Here are what The Bulletin would bring to AdMill:

• A quality input that enhances the value of AdMill bags to residential recipients and thus to AdMill clients.

• Added value to AdMill clients with synergistic advertising inside The Bulletin newspaper.

• Increased revenue to AdMill from ad sales to bag clients inside The Bulletin.

• A complete editorial and publishing operation capable on short notice to produce a weekly newspaper of the same quality it is currently.

• Minimal newspaper editorial expenses aside from fees to contributors, all of whom work from their homes and own their computers and cameras.

• An established relationship with printing company personnel who produce the publication.

• Connections in Ottawa to expand production of The Bulletin newspaper in that market with 60,000 apartment units.

 Here is what AdMill would bring to The Bulletin:

• Hassle-free, expert mailing/distribution of the newspaper.

• Ad sales expertise and personnel

• Investment funds to achieve the following short-term aims:

1. Expand editorial coverage and mailing to the new hot areas of Liberty Village and King Street West: 50,000 copies with a re-plate as “Downtown West” just for Page 1 and at most one inside page re-plated. Transcontinental is able to re-plate on the fly at minimal expense. We have writers who live in those areas and do some coverage in The Bulletin already.

2. Purchase at $300 each 20 all-weather newspaper boxes to place in key locations that serve primarily as promotional billboards for business advertisers to become aware of the ad possibilities in The Bulletin. As a community newspaper The Bulletin is entitled by the city to a number of positions on city sidewalks at token annual rents.

3. Place copies of each edition in TTC subway newspaper/magazine kiosks using TorStar’s system.

4. If frequency of publication is to change from monthly, then a salary for a managing editor (to assist the editor-in-chief) and part-time wage guarantees for two editorial support staff.

Regards,

Frank

 

Frank Touby

President,

Community Bulletin Newspaper Group, Inc.