by Melanie Dugan

On November 8, 2000 the long term planning committee of PIC Press hosted PIC Pulse Night.

The evening's goal was to take the pulse of how members felt PIC Press was doing, and to gather information about what is working well with the paper, and to collect ideas about how to make it more effective. Thanks to all the stalwart members who braved the elements. Discussion ranged widely. We identified four aspects of the paper and discussed them thoroughly: editorial, distribution, advertising, and fundraising.

editorial

People wanted more: good news; coverage of the arts; humour; information for physically challenged people; question and answer articles; a greater spiritual component to articles, although people were quick to qualify that spiritual doesn't mean religious; and a greater social critique element to the film and TV reviews.

There was also discussion about including greater drama coverage, but articles about actual performances might be problematic since PIC is a monthly and shows will be over by the time the review appears. However, profiles of theatre companies, not shows, giving the company's philosophy and history, was offered as an option.

It was suggested that PIC run a readers' poll; readers could vote for their favourite restaurant or bookstore and win a prize. The website could be used for this.

Along with good news, people want stories to have a more personal slant; instead of just trotting out facts, tie these into real people's situations. In the same vein, people suggested a larger spiritual (not religious) component, and clearer and stronger relationships with the community.

Production values could be improved. The paper could improve the quality of photos and also meet with the production person at 1000 Islands Publishers to find out what they need from PIC to make the paper look better. There was discussion about paying writers. This is a complicated issue which wasn't resolved.

The idea of the PIC Pocket; a community brief column, perhaps called PIC news and to-dos. PIC could host a short story or poetry contest and perhaps charge an entry fee. Running a series of writers' workshops was raised, possibly approaching some well-known writers to come and lead the workshop.

distribution

PIC needs more volunteers to get the paper into readers' hands. Contributors could be canvassed to take papers around. There are two levels of distribution: residential and commercial. It was noted that too much distribution can be as much of a problem as not enough distribution.

Commercial sites are a priority because they are our advertisers, and our advertisers often go to these drop-off points to see if the paper is out, so the paper needs a more structured arrangement for commercial sites. The new Loblaws in the Kingston Centre was mentioned as a possible new drop point; the question then arose, how do we find out about and ensure follow-up on new sites?

The distribution co-ordinator needs to know about any abnormalities so that duplication can be avoided. We could drop 100 issues at sites such as the QECVI clothes drop. Their volunteers might be willing to distribute, too. Also, high school students are now required to do 40 hours of volunteer work to graduate Ñ could working for PIC in some capacity qualify for some of those hours?

advertising

We have to stop thinking of advertising as a necessary evil, and start to recognize it is a service that benefits our readers and also benefits our advertisers. Organizations that advertise in PIC are trusted by our readers. Another challenge facing PIC is how to become more business-like without alienating customers who have supported us through thick and thin.

The readership survey can be an effective tool for attracting advertisers and for strengthening our ties with existing advertisers because it will give a clear sense of who our readers are, where they shop, etc. Currently design and layout are free. There was discussion about whether this should change. The long term planning committee hopes to host future Pulse Nights for PIC

Melanie Dugan sits on the PIC Press board of directors.