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in addition there is a substantial price reduction on the display ads because it would have the <br />contract for the legal ads. If that contract was not in effect, the cost of the display ads would <br />go up considerably and would increase the cost of overall advertising. Technically, it looks as <br />though the cost of The Independent display ad is slighfiy less than the Vajley Times. However, <br />when you consider the lost discount overall, it would outweigh the cost differences between the <br />two papers. <br /> <br /> Dorene Paradiso, 3168 Paseo Granada, asked if The Indep~n~lent was offered free to the <br />community. She knows a few people who pay for it. She does not get the paper and does not <br />know where to get the paper. She did not feel the paper was very accessible. <br /> <br /> Lorelei Tolvtvar, 1993 Greenwood Road, indicated she has seen the ads in the Valley <br />Times for the various meetings. She also has not received Th~ Independent. She liked the way <br />the Times sets its ads. <br /> <br /> Wendy Davidson, Advertising Manager of the Valley Times, indicated The Ind_ependent <br />has secured the legal bid contract for Livermore commencing July 1. Since that time, the Valley <br />Times has run three legal ads for Livermore. Because The Independent is a weekly paper, there <br />are sometimes time constraints the legals must be run on days other than Wednesday. The <br />Times has had an excellent working relationship with the City of Pleasanton and would like to <br />continue that. She agreed that advertising for special public meetings should be run in all three <br />newspapers. The Valley Times is Pleasanton's daily paid newspaper with a circulation of over <br />40,000 everyday and almost 9,000 is in Pleasanton. Readers invite us into their households to <br />inform them of local news and advertising. What is more important than circulation is <br />readership. We are an audited newspaper and subscribe to national research studies which <br />indicated that over a seven-day period over 7,000 adults in Pleasanton read the Valley Times. <br />If the City of Pleasanton wants to reach the highest possible number of readers, she felt the <br />Valley Times is the appropriate vehicle. She did not know the readership of the Livermore <br />Independent, but knew the paid circulation was only 100 with the balance of the papers <br />circulated for free. Because the Valley Times is a daily product, it can react more timfly to <br />legal notices and notices to bidders to meet the needs of each department in the City. If the bid <br />is awarded to The Independent_, it may be necessary to run additional ads in the daily papers, <br />which would probably mean little to no savings to the City. <br /> <br /> Jack Hovingh, 4250 Muirwood Drive, indicated he was a paid subscriber to The <br />Independent. He did not agree editorially with the newspaper, however there are some good <br />journalists with the paper. He has had problems getting his paper delivered consistently. If the <br />City chooses to award the bid to The Independent, it should also advertise in a daily paper. <br /> <br /> Ms. Mohr indicated the neighborhood she used to live in received The Ind_ependent fairly <br />regularly, however her new neighborhood rarely gets a paper. She commented on Ms. Tolvtvar <br />and Ms. Paradiso, who also do not get the paper, so she has concerns about that. Also, if there <br />is not a non-exclusive contract, it could cost the City even more in advertising. <br /> <br />07/09/96 -16- <br /> <br /> <br />