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When is a club newsletter
no longer a club newsletter?
By
Fred Meredith, member of the League of American Bicyclists’ Board of Directors,
League Cycling Instructor, and Editor of Cycling News
From
the League of American Bicyclists Magazine, Summer 2001
Cycling News (CN) is published monthly
by the Austin Cycling Association (ACA) in Austin, Texas. It contains ride listings, time,
place and program for the next monthly meeting and minutes
from the last — ”givens”
for a club newsletter. So why does it take a city newspaper’s web press and a pickup
truck to get each issue on the street? Maybe because that’s where the majority of
each issue goes—on the street. Or, could it be that there are 3,500 copies of this 16
to 20-page tabloid newspaper to distribute each month?
CN has 555
dues-paying members/subscribers. Some are out-of-towners, some even out of state, and 139
are from another club, receiving CN under contract. Certainly paid circulation doesn’t
justify the number of pages or the print run of the newspaper. The nonprofit bulk mailing
each month is about 800. The rest of the print run (2,700 copies) is distributed free
through area bike shops, YMCA’s, health food markets, gyms, fitness centers and even
a few convenience stores. One bike shop distributes between 200 and 300 copies each month.
Street distribution includes three cities in three counties.
The reasons
behind ACA’s big giveaway go back to the statement of purpose in its articles of
incorporation. To wit, “...promoting a knowledge and understanding of the proper
usage of bicycles; promoting bicycling as a legitimate form of transportation; promoting
bicycling as a healthful and safe form of recreation … educating the public, in
general, as to bicycle usage and safety, so as to qualify as an exempt organization under
Section 501(c)(3) of the Internal Revenue Code.”
Conducting
regular rides — free and open to the public — serves that end, as do the public
meetings with programs about cycling. But ACA is committed to helping “grow”
cycling in the community and bringing together the various subsets of cyclists to that
end. CN is open and accessible to all groups and all points of view with the “Letters”
section and Guest Editorials offering a forum for other voices.
Beyond the
paid circulation, each issue is mailed to: 24 agencies (state and local); 27 elected
officials; 23 exchange subscriptions with other publications; 38 bicycle club exchange
subscriptions; 28 public libraries; 20 VIPs; and many others including magazines, media
outlets, and national organizations. The League headquarters receives two copies each
month. CN doesn’t pay contributors, but appreciates and solicits them. Regulars
usually get a free subscription. Does this “givaway” cost ACA money? You bet.
Advertising only covers about 50% of the cost (the rates are too cheap). But what is a
nonprofit supposed to do with its money?
Does ACA lose
possible members with all these free copies? Maybe, but nonmembers have to go into a bike
shop or other distribution point to get a copy and then CN’s advertisers reap the
benefit of their presence. Does ACA think the “giveaway” is worth it?
Apparently. Of ACA’s 416 members, 101 are “Contributing” members —
sending in $10 or more above the regular membership subscription rate of $20/year.
Advice: Look
for ways your club can promote cycling
education, awareness, access safety and enjoyment throughout the community. When is a club
newsletter no longer a club newsletter? When it is a forum and vehicle for the whole
community.
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