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Dues of 1,749 NCRA members to make up for $454,00 gross yearly losses of advertising revenue
Subject: Dues of 1,749 NCRA members to make up for $454,00 gross yearly losses of advertising revenue
I have previously noted the yearly loss to NCRA of $454,000 in ad revenue due to the following:
1. Undercharging of the JCR Court Reporter Listings ads.
2. Loss of 72 advertisers due to advertiser dissatisfaction with Seniority Listing of ads when the advertisers preferred Geographic Listing of ads by city.
The advertising loss of $454,00 is the equivalent of the dues of 1,749 NCRA members.
We then must know what is the expected magazine advertising profit ratio.
If the magazine profit ratio was 2 times the publishing cost, it would mean that the actual lost income to NCRA would be 2/3 of $454,00 or a yearly loss of actual revenue of $300,002.
$300,002 would be the equivalent of the dues of 1,154 members at $260 each.
When NCRA is losing the dues of 1,154 members to make up for the lost advertising revenue due to undercharging of ads and bad ad policies, the NCRA board of directors should be giving leadership that the board will not allow such losses of revenue.
Also the board of directors should not be running the association based on the opinions of board members, which opinions may have no validity.
All the members ask is that the association be run on sound business principles with high standards versus running an ad section with no standards as far as setting proper ad rates.
All the members ask is that advertising policies should encourage new advertisers to buy ads and not discourage and dissuade new advertisers from buying ads.
New advertisers are greatly discouraged from buying ads when they are treated unfairly due to the NCRA policy of seniority listing of advertisers.
Seniority listing of advertisers is not used in any large magazine directory of ads. I refer to the time when California had 38 ads in a row listed by seniority when those ads should have been listed by city, i.e. Los Angeles ads, San Diego ads, San Francisco ads, Palm Springs ads, etc.
All the members ask of the NCRA board of directors is that the board run the JCR Court Reporter Listing ad section professionally without the opinions of NCRA board members being the basis of those ad policies, when those opinions of NCRA board members may have no validity.
The members ask that the NCRA board of directors be run with high standards which do not allow board members to sabotage and subvert efforts to improve NCRA policies.
The members of NCRA are deserving of a stewardship of their association based on high standards of professionalism.
Submitted by Bill Parsons
I have previously noted the yearly loss to NCRA of $454,000 in ad revenue due to the following:
1. Undercharging of the JCR Court Reporter Listings ads.
2. Loss of 72 advertisers due to advertiser dissatisfaction with Seniority Listing of ads when the advertisers preferred Geographic Listing of ads by city.
The advertising loss of $454,00 is the equivalent of the dues of 1,749 NCRA members.
We then must know what is the expected magazine advertising profit ratio.
If the magazine profit ratio was 2 times the publishing cost, it would mean that the actual lost income to NCRA would be 2/3 of $454,00 or a yearly loss of actual revenue of $300,002.
$300,002 would be the equivalent of the dues of 1,154 members at $260 each.
When NCRA is losing the dues of 1,154 members to make up for the lost advertising revenue due to undercharging of ads and bad ad policies, the NCRA board of directors should be giving leadership that the board will not allow such losses of revenue.
Also the board of directors should not be running the association based on the opinions of board members, which opinions may have no validity.
All the members ask is that the association be run on sound business principles with high standards versus running an ad section with no standards as far as setting proper ad rates.
All the members ask is that advertising policies should encourage new advertisers to buy ads and not discourage and dissuade new advertisers from buying ads.
New advertisers are greatly discouraged from buying ads when they are treated unfairly due to the NCRA policy of seniority listing of advertisers.
Seniority listing of advertisers is not used in any large magazine directory of ads. I refer to the time when California had 38 ads in a row listed by seniority when those ads should have been listed by city, i.e. Los Angeles ads, San Diego ads, San Francisco ads, Palm Springs ads, etc.
All the members ask of the NCRA board of directors is that the board run the JCR Court Reporter Listing ad section professionally without the opinions of NCRA board members being the basis of those ad policies, when those opinions of NCRA board members may have no validity.
The members ask that the NCRA board of directors be run with high standards which do not allow board members to sabotage and subvert efforts to improve NCRA policies.
The members of NCRA are deserving of a stewardship of their association based on high standards of professionalism.
Submitted by Bill Parsons
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