Michael Aaron

QSaltLake needs your help

This is not an easy column to write. I am usually an upbeat person — a more half-full than half-empty kind of guy. But we have found ourselves in more of an “almost-empty” situation and I hope I am sending this to you in time to reverse the situation.

Michael Aaron
Michael Aaron

Earlier this year I was feeling pretty good about where QSaltLake was and had high hopes that this would be the year it would take off and become financially stable. The last half of 2010 showed an increase in ad sales and the newspaper basically broke even that year — a good sign in a down economy.

This year, however, has not played out in the same way. Rather than building sales, they have markedly declined. Due to increasing fuel costs and other factors, the price of paper, printing and distribution have increased. Other overhead has also begun costing us more money. In short, we are making much less and paying much more. Not a great combination in any business.

The situation is pretty dire and it is probably best I don’t sugarcoat it. Salt Lake City is perilously close to losing its gay, lesbian, bisexual, transgender news source. We have lost tens of thousands of dollars this year. Our reserve fund is depleted. We, in fact, had to take out a loan to cover expenses and get the last issue printed. I hope not to do that again.

That being said, we will not go down without a fight and this is where I am hoping that you, our readers, can come in. We need advertising contracts, your referrals to potential advertisers and your thank-yous to current advertisers.

I feel that our product is better than it has ever been. I feel we offer advertisers a better deal than ever. I feel that our relevance in the community is greater than before.

Recent events have shown that there is a great need for QSaltLake. No other media source would have been able to dig deep enough to find and expose the recent assaults in our community. We are continuing to work on other angles to the stories that will never be addressed by mainstream media. I can point to dozens of stories important to our community that have only run in QSaltLake, including in this issue. What other media source will reach our community on safety, health and other issues relevant to our community?

I am asking you to be a QVangelist.
• Incessantly talk, blog and post on your Facebook and Google+ walls about QSaltLake
• Talk with friends about stories you saw in Q, share stories from QSaltLake.com on your Facebook and Google+ walls
• Ask your friends if they’ve read the most recent Q
• Ask what they think of Q, what they love, what we could do better
• Talk about the importance of a gay news source in Utah
• Tell businesses you patronize:
• You saw them in Q and “thank you”
• They should be in Q
• They should distribute Q

Please join the newly created QVangelists Facebook page. We will be offering points toward rewards for sharing your passion for QSaltLake.

I know you believe in the need for QSaltLake in our community; otherwise you wouldn’t be reading this column. Please help us get over this … what I hope is a … bump in the road.

Thank you so much for your past, current and future support of our efforts. Q

Michael Aaron

Michael Aaron is the editor and publisher of QSaltLake. He has been active in Utah's gay and lesbian community since the early 80s and published two publications then and in the 90s.

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