HomeMy WebLinkAboutNB 6 SHOPPING INSERTS 01-07-914 �.
DATE:
TO:
FROM:
SUBJECT
JANUARY 2, 1991
WILLIAM A. HUSTON, CITY MANAGER
ADMINISTRATIVE SERVICES DEPARTMENT
NEW BUSINESS NO. 6
1-7-91
Inter - Com
BUSINESS AND SHOPPING GUIDE INSERTS FOR "TUSTIN TODAY" BROCHURE
RECOMMENDATIONS
1. Direct staff to proceed with design and production of the first guide with the
primary target date for February publication, and the secondary target an April
date.
2. Authorize staff to fund the first guide from the existing Community Promotion
budget.
3. Direct staff to address the second or further guides during the budget process
for fiscal 1991/92.
BACKGROUND
At the December 17, 1990, City Council meeting Councilman Potts asked staff to research
the possibility of guides to shopping centers and dining in Tustin which could be
inserted into the "Tustin Today." "Tustin Today" is published four times per year at
no cost to the City. The contractor produces the brochure for the City in exchange for
advertising revenues. The City pays postage costs, and would be liable for the cost
of any inserts or "extras."
Staff has done some preliminary research and has identified the following relevant
issues.
Cost
The cost is composed of three items: 1. the cost to insert the item into "Tustin
Today;" 2. the cost to print and produce the guide; and 3. the cost for additional
postage if necessary. Staff has determined that the cost to insert printed material
is $18 per thousand. Printing costs per quarter range from $1500 for a one page insert
to $8500 for a folded, stapled, five page booklet. The cost of postage depends upon
the weight of the insert; as long as the total weight does not exceed 3 1/3 ounces,
postage costs remain the same. Staff has determined that there is $15,000 in the
Community Promotion budget which could be earmarked for the first quarter costs.
Distribution
The "Tustin Today" has a production run of 32,000 per quarter. Of these, 25,000 are
mailed to Tustin residents, 3,000 are distributed to Tustin schools, and approximately
seven hundred are mailed on request to those who are residents but are in the 92705 zip
code and others who request brochures. The remaining brochures are distributed at the
Senior Center, and Civic Center complex. The brochure is mailed four times per year.
BUSINESS AND SHOPPING GUIDE INSERTS
January 2, 1991
Page 2
Timing
The next brochure is due to be printed February 14; if direction is given this evening
and a priority is put on this work, the staff may be able to meet print deadlines for
this issue. If that is not possible, the next issue is published in April and April
would be the next alternative.
Since the brochure is published four times a year, staff feels that one issue regarding
shopping centers and one issue regarding dining would be sufficient. The insert would
be published twice per year, not every quarter. Staff recommends that the first issue
address dining and the second address shopping centers.
Which Businesses to Include
Staff recommends that businesses which have valid business licenses should be included
in the publication. In the first issue regarding dining, staff would require direction
from the Council whether to include every restaurant with a business license, or to
make some other distinction. For the second issue regarding shopping centers, staff
could determine whether it would be more efficient to group by specialty, by shopping
center, or some other criteria. Should the City Council wish to participate in these
decisions, staff could return to the City Council at a later date regarding a format
for the second issue.
Staff would caution that this is not a "Business Directory" which is normally used by
a Chamber of Commerce to create revenue. The addition of advertisements and the
concomitant production work would make the job much more complex and lengthy. An
elegant, simple brochure as staff proposes could be completed with the time requested.
A more complex "Directory" would be better turned over to the Chamber of Commerce; it
should not be included in the "Tustin Today," which has its own set of advertisers and
regulations.
Staff recommends that this project be undertaken by a team of staff members from the
Administrative Services, Community Services, and Community Development Departments.
Staff awaits Council direction.
Royleen A. White, Director
Community and Administrative Services
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