The INDEPENDENT, November 16, 2011 Know why Google thinks print ads are the smart way to go? It appears that advertising has gone full circle finally. The Internet connected us with the world but disconnected us from our target audience in local markets. Even Google agrees! If you are not taking advantage of local print advertising for your business you are missing huge opportunities, right now. Business owners focused on translating an advertising campaign into greater profit need to ask themselves: “Where are my target buyers? What is the best medium to reach them? And can I afford to launch an effective campaign using this medium?” During a panel discussion recently at the Newspaper As- sociation of America’s annual convention in New York, Goo- gle Print Ads Director Tom Phillips commented “We think there’s all kinds of value there that’s really untapped,’’ Phillips said of the print editions of newspapers. “We actually think it’s an underappreciated medi- um.” Phillips argued that it’s mis- leading to compare the number of readers of a print paper to the number of unique visitors at a paper’s Web site. “Readers of the [print edition] are reading that newspaper 20 minutes every day,” he said. “Not cover to cover, but they’re reading a lot of pages. [That represents] a lot of impressions, a lot of news, a lot of information flows, a lot of marketer exposures.” If you are a business think- ing of advertising in The Inde- pendent do a little market re- search for yourself. There are three easy research tech- niques: First, ask people that you know in town if they read The Independent and whether they read the entire paper. Sec- ond, call some of the advertis- ers you see in The Indepen- dent and ask them how it’s go- ing for them. Third, go to any of the coffee shops or restaurants in town where The Indepen- dent is distributed and watch people read the paper. This is not rocket science, it is just good common sense. If you want to target the audience for your business, the local pa- per is a perfect medium. Be pa- tient and make sure your ad copy focuses on benefits and features. Last and most impor- tant, have a consistent pres- ence where people see your brand on a regular basis and build local brand equity. More in the next issue on “brand eq- uity”. For more information on ad- vertising in The Independent, email clark@the-inde pen- dent.net . Page 5 Vernonia council approves ordinances Vernonia’s city council had a full agenda for the November 7 meeting. Council authorized City Administrator Bill Haack the go-ahead to publish a Re- quest for Proposal to find an engineering firm for the waste- water project. The city is wait- ing for the results of some drilling to determine the soil composition between the sew- er lagoons and the river, to help determine the type of waste- water system to use, but is lin- ing up the engineering firm now to be ready to start the next phase of the project. Council discussed two plan- ning issues, before sending both back to the city planner, Carole Connell. One was a re- quest for an extension on the use of an RV at Vernonia Com- munity Church; the other was a request from a resident to graze his horses on an un- paved right-of-way to keep grass down. In both cases, council wanted more informa- tion from the planner before making decisions. Ordinances 878 and 879 had second readings by title only, with approval by council. Ordinance 878 establishes the Budget Committee and re- scinds the previous 1924 ordi- nance. Ordinance 879 rescinds 852, which was approved after the 2007 flood to allow usually non-permitted placement of temporary structures (the FEMA trailers, etc.). The city received a Warning Letter from the Department of Environmental Quality (DEQ) as a result of the broken sewer force main on Riverside Dr. earlier this year. “The Depart- ment does not intend to take formal enforcement action,” the letter said, as a result of the discharge of an estimated 8,000 gallons of sewage into the Nehalem River. Council went into executive session (closed to the public) to discuss employment issues, real estate transactions and le- gal counsel issues. They took no action when they returned to open session, adjourning at 9:50 p.m. In other business, council: • approved a discounted rate for use of the Vernonia Com- munity Learning Center for a 12 week Hebrew Language Class, • approved a plan to cut some trees near the caretak- er’s house at the airport. Pihl Logging will fell the trees and the Vernonia Freewheelers will cut the wood and clean up, • authorized Haack to create a Health Reimbursement Ac- count (HRA) and a Voluntary Employees’ Beneficiary Associ- ation (VEBA) for non-union city employees, • passed Resolution 28-11 changing the fees at the ceme- tery, primarily due to pass- through charges from contrac- tors, • set November 9 and 14, as dates to hold goal setting work sessions. The next regular council meeting will be on November 21, starting at 7:00 p.m., at city hall. Columbia county election results Suzanne Bonamici (D) and Rob Cornilles (R) were the big winners in the 1st District Con- gressional primary, in both Co- lumbia County and statewide. With statewide voter turnout at 44.17 percent, Bonamici took 65.26 percent of the statewide Democratic vote, which includes 52.63 percent of the Columbia County Demo- cratic votes. Cornilles won 72.70 percent of the statewide Republican ballots, including 66.52 percent of those cast by Republicans in Columbia County. The election results will be certified by the state later this month. Bonamici and Cornilles will face off in a Special General Election to be held January 31, 2012. Ballots will be mailed January 13-17. The winner will replace Congressman David Wu, who resigned earlier this year.