Entertaining and Relevant Blue Turtle News is about good trivia, good stories, and great Florida fun! A fresh and innovative publication concept, it was created with careful and extensive research to meet 3 simple goals. First, to be entertaining for everyone. Second, to deliver relevant content for Florida's residents and visitors. And third, to be a productive means of advertising for local small business. Always passionate about supporting Florida's sea turtle conservation efforts, Blue Turtle News was named by its founders for the thousands of loggerheads and green turtles that nest along Indian River County's beaches every year.
Blue Turtle News is the free, weekly publication with lots of interesting trivia and fun facts specifically about Florida. It includes fascinating biographies of some of Florida's most famous citizens and a comprehensive entertainment guide to keep readers informed of local and regional concerts and events. Blue Turtle News employs a clear editorial philosophy: keep it fun and light-hearted, yet interesting and informative! Our "good news" content is a refreshing alternative for anyone who lives in the Sunshine State!
25 Years in Advertising As the founder of Blue Turtle News, I feel its important to note that our company was conceived with the knowledge and experience of 25 years in the advertising industry. For decades, I worked in corporate advertising at positions ranging from sales to branch management. With an understanding of how traditional advertising media had always generated customers for their advertisers, I began to notice a change. For the first time, I began to see a shift in consumer behavior in the usage of our products. Where in the past, I knew without question that our advertisers were getting good results, I began to see our usage statistics steadily falling, while our pricing, already expensive, kept going up. Increasingly, our advertisers began to see less value in their ad programs. Looking to get a better return for their dollar, some of our print advertisers started placing advertising in smaller, community-based publications with significantly lower ad rates. Surprisingly, when I would ask how these alternative products were performing, they were often getting favorable results at a fraction of the cost.
When I began my career in advertising in 1984, "traditional media" was intact. Television, radio , daily newpapers and yellow pages were still the most effective way for small business to attract customers. While I was aware that the internet and digital technology were growing, I didn't fully appreciate the media explosion that was looming. There were only 4 network TV stations, a few cable channels, and TiVo didn't exist. Radio was a handful of local stations with very little "talk radio" and no one ever heard of Sirius or XM. Yellow pages was simple, one "Ma Bell" book in every market with scattered, small independent directories just starting to get organized. The idea of pulling business listings from an iPhone or your GPS was unimaginable. And then, all of a sudden, there were literally hundreds of channels, stations, websites and devices. Seemingly overnight, the world had changed. A Great Publication That's Fun To Read! When I resigned from one of the largest media companies in the world, I decided to develop an alternative newspaper that consumers would choose to read while dining and shopping in the community. Having spent a great deal of time over the years in restaurants and coffeeshops, meeting with advertisers and associates, I learned to appreciate a "good read" while waiting to be served or while eating alone. I also appreciated a good newspaper or magazine when I was waiting for an oil change, getting new tires or even a haircut. Often times, I would want to take the publication with me because I was enjoying one of the articles or interested in some advertisement. It is in this setting... dining in a favorite restaurant or sitting in a waiting room at a doctor's office, that millions of consumers find themselves every day. Because they're waiting, they're relaxed and receptive, looking for something interesting and fun to read.
Blue Turtle News was thoughtfully designed to appeal to the widest possible range of Florida consumers who are dining in area restaurants and waiting for various services each and every day. And it delivers!
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